«A hotel chain arriving in the Marche»

ANCONA Sea or mountain? No, sea and mountains. Why choose when you can find both in the Marche? The new promotional campaign designed by Atim to launch the tourist season is based on the plurality of our region – for once expressed in a positive sense. Mending the duality also translated into three other claims: sport and culture; villages and nature; taste and events.

The prospects

In the Marche region there is everything in the plural. «After the 2022 tourist season with the record of presences and arrivals, and that of 2023 which, despite the initial conditioning of the adverse weather, recorded a new record of foreign visitors – the governor Francesco Acquaroli, supported by by the director of Atim Marco Bruschini and the president of the Chamber of Commerce Gino Sabatini – we expect 2024 to be as good (if not better) than previous years thanks also to the driving force of Pesaro, the capital of culture”.

The joker

Bruschini raises the bar even further: «2024 will be the year of the hotel chain in the Marche». And he talks about first meetings already underway: «It is an important hotel chain. They have 35 hotels, mostly in our target markets like Germany and Austria. We managed to get chosen, they looked for us. They are making investments in Cesenatico and have now shown interest in the Marche.” While waiting to see if this project will come to fruition, in the next few days we will start with the promotional campaign covering all channels: from the most traditional ones such as billboards, to broadcasts on TV at times of greatest audience, up to pay TV and to social media. The leitmotif will always be the same: instead of choosing a destination in which one activity excludes the other, you can choose the Marche where “the disjunctive value of the or is replaced by the additional value of the conjunction and”, explains president Sabatini. But it will not just be the promotional campaign that will represent the Marche brand in Italy and abroad. Our testimonials will also take care of it, even these in the plural: «We had chosen Mancini and Tamberi for different markets and circuits – Acquaroli rewinds the tape – and we want to continue to collaborate with them. In Tamberi’s case, the contract is expiring, but on our part there is every desire to continue with a champion who will now also be the standard-bearer of the Italian team at the Paris Olympics.” Losing him right now would be unforgivable.

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