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"Italy is simply extraordinary: beIT" - Extraordinary campaign for the promotion of the Made in Italy presented at the Italian Embassy in London



An extraordinary campaign for the promotion of the Made in Italy in support of Italian exports and the internationalization 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 - Agency for the promotion abroad and the internationalization of Italian companies, presented in London at the Italian Embassy by H.E. Ambasssador Raffaele Trombetta on December 3rd.

“This communication campaign will be an extraordinary tool for supporting Italian brands and the “made in Italy” concept”. Ambassador Trombetta explained that “the campaign is the result of a consultation undertaken in the lead-up to the 2020 Export Pact. The UK is one of the 26 priority countries where it will be run. In particular, it will be launched here from 6 December and will consist, amongst other thing, of a promotional video shown in major Tube stations”.

The campaign will have a global dimension and two main objectives: to tell the international public about Italy’s values and talents, skills, and extraordinary potential in an original and innovative way; to support the internationalization of the supply chains of our production system, expanding and diversifying the foreign markets of reference for small and medium-sized Italian companies.

Started on November 29, 2021 with the presentation made by the Italian Minister for Foreign Affairs and International Cooperation Luigi di Maio, it will last until August 2022 and will be divided into two phases: the first, from November 2021 to March 2022, will focus on the story of the "values" that identify Italy: creativity, passion, heritage, style, innovation, and diversity.

The second phase, from March to August 2022, will see instead the activation of targeted campaigns (socalled "vertical declinations"), aimed at promoting the production chains of the Made in Italy.

The campaign will be developed mainly on digital channels and will include the construction of a new visual and linguistic identity for the whole activity of promotion of Italy in the world, dedicated platforms and "landing pages", social profiles, and original content (text, audio, and video) that will be created throughout the campaign. The campaign will also have a "green" declination, in collaboration with the Italian enterprise Treedom.

- landing page beIT in UK