Destinations

Landmark Italian tourism campaign set to launch in Australia and beyond

The Italian National Tourist Board is about to launch a groundbreaking campaign promoting Italy as the ideal travel destination.

Launching on 1 November, the campaign will use humour, user-generated content and the strong demand for travel to engage audiences across multiple platforms and channels, encouraging them to ‘Make IT Real’ for themselves and plan a trip to Italy.

 

 

The campaign has been timed to perfection, with Australia finally reopening its borders from 1 November and Italy among the first destinations allowing quarantine-free travel for Aussies.

Make IT Real will encourage Australian holidaymakers to take a more adventurous step and explore what Italy has to offer.

The Make IT Real campaign will take a humorous look at ‘local’ Italian experiences when compared to the ‘real’ experience in Italy itself, capitalising on how beloved Italian icons are already ingrained within Australian culture.

Social media will play a large role in the campaign, encouraging users to create their very own Make IT Real moment and share via social media.

“Italy is the number one European destination for Australian travellers,” said Emanuele Attanasio, manager for Australia and New Zealand at the Italian National Tourist Board.

“We are very excited about launching our new campaign, Make IT Real, which coincides with the opening of international borders. So many of us are keen to get back and enjoy the scenery, the food and the Italian way of life.”

To learn more about what Italy will look like as a destination for Aussie tourists once borders reopen and beyond, tune in to the European Showcase 2021 on Wednesday 3 November.

There will be a choice of two identical sessions available for attendees to join on at 10am or 3pm (AEST), and the free virtual event will feature updates from the Austrian National Tourist Office, Visit Flanders, Tourism Ireland, the Italian National Tourist Board, Visit Monaco and Switzerland Tourism.

And, with amazing prizes on offer, the European Showcase will be a virtual experience not to be missed!

For more information or to register, click HERE. And, be sure to keep your eyes peeled for more updates on Travel Weekly.


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