The core of this pillar is the realisation of an extraordinary communication campaign for the promotion of Made in Italy on impulse of MAECI and implemented through ICE Agency.
Resources available: 50 million euros
Campaign objectives: to relaunch the image of Italy with a real nation branding campaign; to support Italian exports, through the relaunch of the economic sectors most affected by Covid-19 emergency and, at the same time, to give new, impetus to the tourism sector; to expand and diversify the foreign markets of reference for Italian SMEs.
Digital market consultation (in cooperation with AgID): to identify innovative proposals and methodologies useful to effectively structure the campaign.
July-August 2020: call for tenders for the selection of the campaign maker.
The campaign will have a global diffusion, with “vertical” declinations in the main Italian export markets; at the moment 26 target countries have been identified in three continents: Europe, Asia and America.
Methods and procedures: at the beginning of June, a digital market consultation was launched by ICE – Agency for the promotion abroad and the internationalisation of Italian companies, as a contracting station, at the instigation of MAECI (the entity responsible for the communication plan) and in cooperation with the Agency for Digital Italy (AgID), with the aim of identifying cognitive elements, proposals, tools and innovative methodologies to be taken into account in the actual tender documents.