Armando Testa buys a page of the Corriere della Sera to reply to the criticisms received for the promotional campaign ‘Italia, Open su Meraviglia’ which the advertising agency has curated for Enit with the aim of promoting tourism in Italy.
‘Armando Testa thanks – reads the message signed by the Agency – When a tourism promotion campaign breaks the wall of indifference and manages to give life to a cultural debate as lively as the one ignited in just 5 days by “Italia. Open to Meraviglia”, always represents something positive’.
‘Thank you because it hasn’t happened for years that the news of an institutional campaign aroused such an echo – adds the Agency led by Marco Testa – When it is a campaign that has only been presented but not yet released, probably of a unique scope. Thanks for the thousands of views, comments, memes and for the passionate discussions of these last few days: they really made us feel like the biggest Italian agency, with an immense creative department of millions of people working on the same concept’.
‘Thanks also to all those who imagined that the video intended for the presentation of the project, and therefore made with archival material, was already the official spot of the campaign – writes Armando Testa – Thanks to those who made us feel like millionaires! But the 9 million euros of the investment envisaged by Enit are intended for media planning in all the main markets: Europe, the Gulf countries, the USA, Central and South America, China, India, South East Asia and Australia’.
The goal is to promote Italy abroad, targeting a target from 33 countries. Also and above all on markets that are culturally very different from ours, drawing attention in an easy, direct and immediately recognizable way to what traditionally distinguishes Italy in the world. Talking about Italy – the message continues – means taking into account many sensitivities and nuances. A cultural and human capital so unique and precious that it pushes everyone to work, and even to debate, with an extraordinary passion. Armando Testa thanks you, and Venus with us. It had been more than 500 years since she was talked about so much. If this is not a wonder.
Source: Ansa
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