Rimini, 16 May 2024 – The title is reassuring: “Romagna, the Italian holiday”. But the concept overturns traditional norms. Acting in the new commercial, which from tomorrow will invade television screens with 433 runs, are not the people of Romagna but the tourists themselves: a Brianzaa Veneto it’s a Tuscanwho with the typical rhythms of the regions that bring more holidaymakers to the Riviera are ready to leave to immerse themselves in the peculiarities of the territory: fun, beach, sport, nature, art And culture.
The commercial ends with a ironic jokeas if it were necessary to remember that in Romagna “There is also the sea”. Starting on Friday 17th, without superstitious fears and in conjunction with the stage of Giro d’Italia Riccione – Cento, the new commercial for the promotion campaign of Visit Romagna And Apt Services for the launch of the summer season, broadcast on the networks Rai, Mediaset, A7with an average prime time of 56% and “the aim of attracting an audience of approximately 23 million viewers in the age group between 25 and 54”.
The idea of Claudio Cecchetto
The classic vehicle will be joined by a social campaign And digital and on the most listened to radio stations in the target regions. Made in three cuts, 15, 30 and 60 seconds (long version for social media and Youtube), the advert was born from an idea of Claudio CecchettoVisit Romagna ambassador for system events, and is the workhorse of the campaign of comunication started in January on foreign markets and February on national ones. “The vintage of tourism it started off on the right foot – said the mayor of Rimini and president of Visit Romagna via remote connection from Bangkok, Jamil Sadegholvaad – with a 20% growth in attendance, and the commercial, in a somewhat provocative way, reminds us that Romagna is a land full of offers, from the beaches to the hinterland, from entertainment to culture, from sport to night life. If we have grown uninterruptedly in recent years it is due to the team spirit put in place between the public and private sectors.
From the commercial, the Visit Romagna ambassador underlines, Claudio Cecchetto, “the characteristic for which Romagna is known throughout the world emerges: hospitality and a spirit of fun”. “We are one big team – echoes the regional councilor for tourism, Andrea Corsini, also remotely – with a great ability to react. The tourism it is a strategic asset for the region, it has reached 61 million visitors in 2023, with ambitious goals for the future. The commercial represents the work done to enhance the territory”. It was created by the production company Jumpcutmedia of Milan. The overall investment amounts to one million euros, of which 180,000 for the Notte Rosa, from 5 to 7 July and dance banner.
