MILAN — “Not in Milano” is the slogan marking a global communications marketing campaign that goals to attract vacationers again to the town, with somewhat assist from ambassadors starting from Margherita Maccapani Missoni to design guru and gallerist Rossana Orlandi.
“Although the word ‘not’ evokes something negative, in this case, we overturn it to something positive,” mentioned Milan’s Mayor Giuseppe Sala whereas presenting the marketing campaign at Palazzo Marino on Tuesday.
Using an ironic tone and catchy visuals, the quick clip intends to fight clichés and options Maccapani Missoni and Orlandi in landmark places, with the previous roaming on the Stazione Centrale prepare station and the latter taking a cappuccino at iconic Camparino bar in central Galleria Vittorio Emanuele II.
“I’m a countryside girl but as soon as I could, back in 2001, I moved here,” Maccapani Missoni mentioned. “At the time, I was also ambassador for my family business and used to travel a lot across the world. During these trips, usually people’s reaction when they heard I was from Milan was almost to be sorry for me for coming from such a city. Ever since my goal has been to [celebrate] its qualities, so I couldn’t be prouder to be part of this project,” added the designer, who left her position as inventive director of M Missoni earlier this 12 months.
Other ambassadors tapped for the venture included star chef Carlo Cracco and Alberto Dalmasso, cofounder and chief govt officer of the Satispay digital fee startup.
The marketing campaign’s general idea facilities on relaunching the town as the most effective European vacation spot for a ‘return to business’ journey by rejecting stereotypes related to this type of tourism — which is vital for a monetary and industrial heart like Milan — and exhibiting how enterprise and way of life can go hand in hand.
“Did you ever rush to your first meeting of the day without having a cappuccino? Not in Milano,” mentioned a voiceover in one of many segments of the clip, which ends with the invitation to “come and see what real business is like in Milano.”
Luca Martinazzoli, normal supervisor of Milano & Partners, the official promotional company of the town, defined that the marketing campaign spotlights enterprise tourism since it is a key asset for the town in comparison with different Italian locations.
Milan has all the time been Italy’s monetary and industrial powerhouse. In 2019, the town generated 144 billion euros in complete worth added, greater than 10 p.c of Italy’s GDP.
“The goal is to increase the quality of tourism here, rather than the number of tourists. Being mainly driven by business purposes, this type of tourism is sustainable with the city,” famous Martinazzoli.
Founded by the municipality of Milan and the chamber of commerce of Milan, Monza, Brianza, Lodi, the Milano & Partners affiliation prompts partnerships and collaborations with a number of native companies, manufacturers, universities, cultural establishments and public entities to reinforce the town’s worldwide attraction. It can be supported and financially backed by 15 personal entities — together with Pirelli and Accenture — that yearly spend money on the corporate’s promotional initiatives.
Martinazzoli mentioned an annual funds of three million euros goes towards selling the town.
For the manufacturing of this marketing campaign particularly, Martinazzoli credited the We Are Social Italy company for primarily contributing to its manufacturing by growing the strategic and artistic method. Milano & Partners will make investments 300,000 euros to advertise overseas, particularly within the U.S., the U.Okay., France and Germany, the place the spot shall be broadcast beginning subsequent week.
All ambassadors featured within the marketing campaign will moreover amplify it by posting it on their social media channels.
Martinazzoli mentioned the objective was to faucet faces from totally different industries to point out the various aspects the town has to supply. Even although most personalities weren’t born in Milan, they discovered skilled success right here, a side that Martinazzoli mentioned was essential to emphasize to telegraph that “Milan is an open city and has always welcomed everybody.”
“Being part of this project is a due contribution,” mentioned Dalmasso, who established Satispay in 2014 in Turin however acknowledged that relocating the enterprise to Milan after 18 months was the one strategy to allow it to scale up measurement.
“From that moment, everything accelerated for us. This city looked so unreachable and expensive but it is a place that welcomes you quickly and where everything becomes possible….It empowers you as it makes everything you need available,” added the entrepreneur.
Despite the momentary setback attributable to the pandemic final 12 months, Milan is gearing up for a fall season full of occasions throughout totally different industries. Specifically relating to style and design, earlier than the town hosts style week from Sept. 21 to 27, it is going to stage a particular version of the Salone del Mobile worldwide furnishings and inside design commerce present.
For the event, acclaimed Italian architect and concrete planner Stefano Boeri will take over and function curator of the occasion, which shall be known as “Supersalone” and can run from Sept. 4 to 10. Incidentally, on Tuesday, Salone del Mobile named Maria Perro its new president, succeeding Claudio Luti, who resigned from the position earlier this 12 months.
“It took a lot of bravery and willpower and we’re fighting to reach excellent results for the September event,” mentioned design guru Orlandi, who received emotional whereas explaining that “this trade is struggling, uncooked supplies are missing however we’re right here, Milan is prepared and we are going to restart filled with energies.
“This city is fantastic, extremely generous and there’s not a single person who’s saying no in lending a helping hand in this moment,” she continued, including that she’s proud to be Milanese. “Someone told me this city has a rare energy and I find this beautiful and perfectly representative of what we are.”
At the launch of the marketing campaign, personalities from the scientific neighborhood and enterprise world, who’ve contributed to bringing world-class conferences to the town lately, have been additionally acknowledged for his or her contribution in enhancing Milan’s worldwide fame by receiving a particular plaque and letter from the mayor.
In 2019, Milan attracted a file variety of nearly 7.5 million enterprise and leisure vacationers who spent at the very least one evening within the metropolis, marking a 9.4 p.c enhance in comparison with 2018.
The metropolis’s mayor sounded cautiously optimistic as a result of the primary indicators of restoration have been seen prior to now few months, with American and Spanish vacationers at present again within the metropolis. “We are the second city for tourism flux in Italy right now, so these are great signals for a good restart,” he mentioned.