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“Italy is simply extraordinary: beIT”: a special campaign promoting Made in Italy

A special campaign promoting Made in Italy supporting Italian export and the internationalisation of the national economic system: this is “Italy is simply extraordinary: beIT”, the new ambitious project launched by the Ministry of Foreign Affairs and International Cooperation (MAECI) in collaboration with ICE – Agenzia per la promozione all’estero e l’internazionalizzazione delle imprese italiane, under the “Fondo per la Promozione Integrata” established with decree n. 18/2020 (so called “Cura Italia”). The campaign will have a worldwide dimension with a particular focus on 26 target countries.

The campaign aims at two objectives: to tell the international audience about Italy, its values and talents, its competences and extraordinary potentialities in an original and innovative way; to support the internationalisation of our manufacturing supply chains, expanding and diversifying foreign markets of reference for small and medium enterprises.

The campaign started on 29th November 2021 and will last until August 2022, structured in two phases. The first one will be focused on the narrative of the “values” that identify Italy: creativity, passion, tradition, style, innovation and diversity. The second one will see the activation of focused campaigns (so called “vertical declinations”), which aim at promoting Made in Italy manufacturing supply chains. The value phase will take place from November 2021 to March 2022; the vertical campaigns will be activated from March to August 2022.

The campaign will be developed mainly on digital channels and will involve the building of a new visual and linguistic identity for the entirety of the promotional activity of Italy worldwide, of platforms and “landing pages” dedicated, social profiles and original contents (texts, audio and video) which will be created during the entire campaign time frame. The campaign will also have a “green” declination, in collaboration with the Italian company Treedom.

Visit the dedicated portal: BeIT: Communication HUB

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