From today, and until 23 June, on national and local networks, the territorial promotion and valorisation campaign entitled “Liguria to kiss”, conceived and directed by the director Fausto Brizzi, who made his debut on the occasion of the 74th edition of the Sanremo Festival and was seen, in its two versions, over the five evenings, by almost 40 million viewers.
The protagonists of the campaign are Ligurian couples, chosen through a casting carried out in Genoa last January: in the postcard there are scenes of kisses, set in some of the most fascinating and iconic places in Liguria, from Boccadasse to Sanremo, from Portovenere to Nervi, from Cervo to Alassio, up to the Cinque Terre.
The “Liguria to kiss” campaign will culminate with the inauguration of the Via dell’Amore, the UNESCO heritage path symbol of the Cinque Terre and Liguria in the world, scheduled for next July, after careful recovery and safety work.
“Our objective – explains the interim president of the Liguria Region Alessandro Piana – is to continue along the path of valorisation of the territory, which has allowed us to obtain very important results in tourism terms. To do this we wish to reach an increasingly wider audience, through a high-impact campaign which has as its backdrop some of the most evocative Ligurian locations, from East to West”.
“After 12 years, the definitive reopening of the Via dell’Amore, now close, is a promise kept and an extraordinary result resulting from the work carried out by this administration as a commissioner structure of the complex intervention to secure the path, a UNESCO heritage site – adds the Commissioner ad acta and councilor for soil protection Giacomo Giampedrone -. The Liguria Region is the first financier of this work, also carried out with government funds. Its inauguration will therefore be a moment of great visibility and promotion of Liguria in the world”.
“The views used by the director perfectly convey the idea of Liguria: a varied land that allows you to fall in love and travel romantically as a couple from the coast to the hinterland, from the sea to the mountains in evocative and unique atmospheres – adds Tourism Councilor Augusto Sartori –. Those who certainly appreciated this Ligurian peculiarity were the 16 million tourists who came to stay with us last year. It was an extraordinary result which we intend to try to replicate and, why not, also improve with the fundamental contribution of our companies in the sector which have already started working at full capacity”.
