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Conference of the Directors of Italian Cultural Institutes – “Vivere all’italiana”, the new integrated promotion strategy illustrated at the Farnesina

Art, cinema, design, food: Italy increases its stakes on the points of excellence of the Italian Way of Life in projecting its image around the world.

“Vivere all’Italiana” (“Italian way of life”) is the name of Italy’s innovative integrated promotion strategy abroad, which will be illustrated at the Farnesina this morning.

The occasion is the Conference of the Directors of the Italian Cultural Institutes which opens at the Ministry today with opening remarks by the Minister of Foreign Affairs and International Cooperation, Angelino Alfano, and which will continue tomorrow.

Promoting Italian culture around the world is a strategic component of the foreign policy of a Country such as ours, that is committed to fostering dialogue, innovation, and social and economic growth. The “Vivere all’Italiana” catch line aims at highlighting the effort made to combine beauty and poetry at every level of living, creating and producing.

The promotion activities will be carried out by our network of Embassies, Consulates, and Italian Cultural Institutes, which are the fulcrum of the Country’s promotion strategies.

The “Vivere all’Italiana” promotion initiative, designed and developed by the Foreign Ministry in conjunction with the Ministry of Cultural Heritage and Tourism and the Ministry of Education, and with the cooperation of the Società Dante Alighieri and Rai, will target strategic areas: contemporary art, cinema, archaeology, design, wine and food, internationalisation of museums and universities, and cultural tourism.

Thanks to this new initiative, there could be a significant increase in cultural initiatives abroad already in 2017, with the opening of new offices in strategic extra-European countries, and boosting the number of Italian students abroad and of foreign students at Italian universities. During the 2016-2017 two-year period, the Foreign Ministry’s overseas network has planned and organised more than 5,000 promotional events, of which 1,000 for the 16th Week of the Italian Language in the World and almost 1,300 for the first Week of Italian Cuisine in the World.

Accredited journalists, photographers and TV crews should enter the Ministry from the rear entrance on Via Macchia della Farnesina, from 8:30 to 9:15 a.m.