Where are we going on holiday this year? Sea or mountain? Sport or culture? Villages or nature? Taste or events? For those who don’t want to have to choose, the correct answer is “let’s go to the Marche”, the region in plural that offers visitors a series of endless opportunities in all seasons. It is the concept of the Atim (Regional Agency for Tourism and Internationalization) promotional campaign for the 2024 tourist season inspired by the theme of conjunctions. The campaign was presented in recent days at the headquarters of the Marche Chamber of Commerce in the presence of the governor Francesco Acquaroli, the president of the Marche Chamber of Commerce, Gino Sabatini, and the director of Atim, Marco Bruschini. Instead of choosing a destination in which one activity excludes another, you can choose the Marche, where the disjunctive value of the “o” is replaced by the additional value of the conjunction “and”. The “claim” is therefore “Sea or mountain? Sea and mountain. Let’s Marche” and so on for all the attractions that the region presents with shots taken in all the provinces. After the 2022 tourist season with record attendances and arrivals, the 2023 tourist season, which despite the initial conditioning of the adverse weather, recorded a new record of visitors and especially of foreigners (+12% of attendances), the Region and the ‘Atim expect 2024 to be as good, if not better, than previous years thanks also to the driving force of Pesaro Capital of Culture 2024, accompanied by the traditional summer events. In the meantime, the basic conditions for the growth and development of the sector have been established, the Region recalls: the recognisability of the Marche brand at an international level, the strengthening of flights, 60 million for tenders aimed at improving the quality of hospitality in the structures accommodation, the tourist product and events in the territories. Furthermore, the partnership with the Marche Chamber of Commerce, which shares the same objectives, is fundamental. The promotional campaign will cover all channels: from the most traditional ones such as billboards, to broadcasts on generalist TV channels at times of greatest audience, to pay TV and then social media. During the presentation, the director of Atim, Marco Bruschini, also recalled all the promotional events in which the Marche region has been protagonist, the latest being the Seefood Global in Barcelona, and the ongoing promotional campaigns, such as the commercials of the wonders of the Marche interpreted by the Saudi Arabia coach, Roberto Mancini, international testimonial, repeated in the stations, subways, airports and historic centers of three important European cities connected to Ancona by a direct flight: Paris, Vienna and Munich. This latest international campaign follows the national advertising campaigns broadcast during the Christmas period on the main generalist TV channels close to the news or particularly popular programmes. “Another very important marketing action – Bruschini recalled – was the one which concentrated on Rome with the so-called static billboards which, both during the Christmas and Easter periods, covered the city: 350 billboards and a 21×3 megaposter with the splendid panoramic view of the Conero Riviera on Cristoforo Colombo, one of the busiest streets in the capital. Furthermore, throughout the month of December and January, in 748 cinemas throughout Italy, spectators were welcomed by the video commercial. promo of Let’s Marche broadcast before the films”. Without forgetting the social campaign with the Olympic high jump champion, flag-bearer of Italy at the next Paris Olympics and true Marche native, Gianmarco Tamberi, “Take a leap into the Marche”, which, conveyed on the social channels of tourism promotion, opened 2024 with a fascinating journey of the athlete from the Marche to discover new experiences and breathtaking landscapes in our region. A collaboration that the Region, as explained by President Acquaroli during the presentation, is already ready to renew.
