The Image of Greece and Croatia

Published by in Tourism Marketing and Promotion on June 25th, 2011

All summer on our satellite television screen, we watched luscious commercial spots produced by the Greece and Croatia Tourism Boards. They were beautiful, enchanting and persuasive and created a wonderful image for both countries as a visitor destination. We were almost tempted to go ourselves! What was impressive was the emphasis on those aspects of the country you would normally associate with Italy first; food, art cities, archaeology etc. Both countries have sensed an opportunity. The messages are clear. Croatia ‘The Mediterranean as it once was’; Greece ’5000 years of history’. Croatia has even claimed Marco Polo as their own!

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Campania is truly beautiful

Published by in Tourism Marketing and Promotion on June 21st, 2011

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

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Feast With Heston Blumenthal – location filming

Published by in Italy Food and Travel News on June 16th, 2011
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The images below were taking during filming of the first series of Feast With Heston Blumenthal for Channel 4. The crew was based in Amandola, Ascoli Piceno, while the camera rolled in Force and Loro Piceno. THE BRIEF: To discover the ancient pork & salami culture of central Italy with Norcia in Umbria as an initial reference point. Three locations were required: a family pork butcher, traditional porchetta workshop and scenic outdoor setting for evening banquet. Delicious Italy also set up a shoot for the second Channel 4 series screened in April 2010. The crew were based in Hotel Le

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History and Mystery Venice research

Published by in Italy Food and Travel News on June 12th, 2011
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AA Publishing, UK. A commission to author an original Venice guide in the new series ‘History and Mystery’ for the publishing arm of the Automobile Association based in the UK. THE BRIEF: 24 original walking tours & itineraries through the famous lagoon city, Murano & Burano with restaurant suggestions, interesting facts and location anecdotes.

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Grana Padano 1 – 0 Parmesan Cheese

Published by in Tourism Marketing and Promotion on June 6th, 2011

A new Grana Padano Cheese television spot is about to hit our digital screens. The last one was iconic and ran from 2002. The ad featured a cheese knife slicing through grapes, honey, walnuts etc to land with a thud in a round of Grana Padano. Difficult to beat. View the commercial here The new one is located in a romantic Paris by night as a couple enjoy a meal on a classic barge as they drift along the Seine. The hook hangs around him being unable to uncork his champagne bottle until she nibbles some flakes of cheese and

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Come to Puglia in Winter

Published by in Tourism Marketing and Promotion on May 16th, 2011

Our exploration of advertising promotional spots by the Italian regions continues. As it’s winter and everyone is flocking to the snow resorts for the Xmas break, how do you promote a region whose visitor season really only covers the warmer months of the year. The Regione Puglia launched a year or so ago the novel campaign below. They were certainly brave. The spot is well executed, fun and the message comes across. One snag. There’s no sun, the sea look pretty cold and there’s no one about. The payoff line ‘Quit chasing the summer – Puglia, beautiful all the year

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Retro Italian Liqueur

Published by in Italian Lifestyle and Life in Italy on May 16th, 2011

By sheer coincidence Cynar had a new campaign just out in Italy which stars the oblique 80′s pop group Elio e Le Storie Tese (and better then ever). The ad sees the boys enjoying a Cynar in central Milan while nonchalantly disturbing the traffic to a standstill. Just as they look as if they are going to get a good cuffing for wearing too thin ties, a space ship in the form of an artichoke lands and whisks them off. Probably to extra time and penalties between Ferencvaros and Dinamo Kiev. www.cynar.it

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Roman Mozzarella Cheese

Published by in Italian Lifestyle and Life in Italy on May 16th, 2011
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Apparently, 10% of all buffalo mozzarella is made in Lazio. If we can make a couple of observations. Firstly, in our humble opinion, the Italian buffalo mozzarella industry should be closing ranks and putting together a concerted cross regional campaign for the benefit of all, at least abroad. Secondly, branding and marketing initiatives need to be treated with great care and not a little prior research. What is the image of buffalo mozzarella abroad today? Is ‘Collosella’ the right communication? Apparently, the aim is to extend the Collosella branding to a whole range of seasoned cheeses from Lazio. If so,

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