Yesterday, the Italian Ministry of Tourism launched the new spot “Magica Italia“, to promote Italy. Special testimonial of this video is the Italian Prime Minister Silvio Berlusconi, who invites in perfect Italian language “to discover and to love” Italy. Maybe they refer to the domestic market, as the video has been published only in Italian and it will be disseminated through Italian television. Apart from the choice of the language and the testimonial, the most relevant issue is to understand the scope and the strategy beyond “Magica Italia”. Italy deserves policy, strategy, actions in matter of tourism. Europe calls for making Europe 1st destination in Europe, and cooperate for a more competitive industry. The Lisbon Treaty and the Tourism Communication of the European Commission are two milestones which we expected Member States will refer to. During the presentation of the spot, the Italian Minister of Tourism, Michela Vittoria Brambilla, said: “It’s the first time that a Prime Minister decides to use his image in advertising his Country. The spot has been delivered with a very low budget because we used our images and the testimonial, obviously, didn’t ask any pay for his work”. Italy deserves more and more can be done, also with little money. Last but not least, Italy has the greatest number of UNESCO World Heritage Sites ( 5% , not 50% of the sites), and at the same time problems with the management and maintenance.
Take a look at
AD script translated : “Italy has given to the world the 50% of the cultural heritage protected by Unesco, more than 100.000 churches and monuments, 40.000 historical houses, 3500 museums, 2500 archeological sites and more than 1000 theaters. Did you know this? Take advantage of your next holidays to discover a country you still don’t know. This our wonderful Italy to be discovered and loved”.