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title
Italia Much More
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client
Enit, Italian State Tourist Board
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role
Campaign Naming
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year
June 2009
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collaborators
Assist Group
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description
Italia Much More is a campaign promoted by Enit (Italian State Tourist Board) and RAI (Italian Broadcast Channel), to relaunch tourism towards Italy in the international market. The website www.italiamuchmore.com and three commercials (15", 30" and 60") were published on Youtube and broadcasted on tv channels in Germany, Austria, Switzerland, UK, USA and Canada during April and May 2009.
Foreign tourism in Italy is slightly decreasing. The campaign brief asked to attract more foreigners to Italy by offering an alternative combination between the eternity of the art cities (Rome, Venice, Florence, Naples) and other touristic attractions (wildlife, minor cities, culture, hobbies etc.).
For this campaign I ideated the payoff Italia. Much More, condensing into two words both the new path undertaken by Enit and the variety of the Italian touristic offer.
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Visit Website
http://www.italiamuchmore.com
