(ANSA) – PERUGIA, 12 NOV – Italy without Umbria would be like a person without his heart: the new promotional campaign for winter tourism in the Region that will start on 14 November starts from this idea. Therefore, the new concept, created by the Armando Testa agency, aims again at the “green heart”, playing on elements such as warmth and hospitality: “What would man be like without his heart? It would be Italy without Umbria”. Campaign that was presented at Palazzo Donini by the President of the Region Donatella Tesei, by the Tourism Councilor Paola Agabiti and by Raffaele Balducci, creative director of the Agency.
Tesei spoke of a new way of communicating Umbria.
“Umbria – he said – must be attractive in all months of the year, to enhance our excellence that we make available to the country system. Ours is an extraordinary region of which we must be proud”. The goal, Agabiti recalled, “is to consolidate the growth trend and the appeal of the Umbria brand”. “A communication campaign – he added – that takes place in a context in which the engine of the tourism sector cannot yet run at full capacity, but allows us to look at the pandemic evolution from a different perspective compared to the past few months”. The idea of the concept was born from “a simple and true observation”: for the human being the heart has a central position, both geographically and emotionally.
Because the heart is the place where emotions, passions, intuitions reside. Umbria, which has long been recognized as the “green heart of Italy”, has a central position not only geographically, but also as a crossroads of emotions and warmth. “This summer – recalled Balducci -, from Umbria, we showed its ‘sea’ of experiences, art and flavors. welcome and the human warmth of its people “. Marco Bocci was chosen for the role of campaign ambassador, deeply attached to the territory. The campaign (costing 1.5 million euros, “all resources for the reprogramming of community funds” as Agabiti recalled) will be broadcast from Sunday 14 November in cinemas, on TV, in the press, on radio and on the web. (HANDLE).
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Source From: Ansa
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