Apart from allowing all luxury hotels in Italy to open up casinos on their premises, there is still no sign of any tangible country wide marketing or communication initiative from the recently set up Ministry of Tourism.

Until now that is.

Some Italian regions have decided they can’t wait any longer and are going it alone in the style of many country ads doing the rounds eg Go Goa, Incredible India.

Not least Campania.

First seen in 2009 ‘Campania così bella che è vera!’ is the spot to relaunch the image of the region.

By Campania, we mean the Amalfi Coast, Naples, Capri etc.

The region has suffered a bewildering amount of negative publicity in the last couple of years without going into detail.

But perhaps ‘Campania’ has escaped.

The name of the region does not actually conjure up much imagery at all, so is a fairly blank canvas to paint some positives.

So where did MindShare and JWT choose to film?

You would not guess easily from this stylish production, but shooting, no pun intended, took place in the ‘Piscina Mirabilis’ of the Campi Flegrei, Palazzo Donn’Anna in Posillipo, as well as the fish market, artisan shops and barber shop nearby.

The sunset was over Vesuvius of course, perhaps the definitive emblem of the territory.

Overall, it’s nice, but this canvas could be used as a backdrop for any number of products seeking that old Italy look.

Campari Red Passion with Salma Hayek comes to mind.