Get heard… above the herd

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Client: Emilia Romagna Tourism Authority

Campaign Overview: A multi-level media relations and travel trade marketing campaign

This relatively unknown Italian tourist destination faced strong market competition from Tuscany & Southern Italy.

The PR campaign had to work to change consumer behaviour and encourage holidaymakers to try a new destination over other better known Italian destinations.

A multi-level PR and marketing campaign was executed focusing on the region’s attributes. As home to some of Italy’s finest exports which include Pavarotti, Ferrari, Modena balsamic vinegar, Parma ham and Parmigiano Reggiano, the campaign focused on the region’s culture, gastronomy, golf, nightlife, health and spa breaks.

A series of themed press trips significantly raised the profile of the region. National coverage was achieved in travel supplements of The Financial Times, The Observer and House and Garden. Filming trips with Blind Date, Wish You Were Here and BBC Holiday were secured and regional coverage was created through a number of themed syndicated features.

PR activity was supported with a direct marketing campaign targeting UK tour operators; this included a series of familiarisation visits and workshops.