The #LiveItalian campaign was a major promotional initiative created to reach a broad international audience and strengthen Italy’s tourism positioning.
The project logic: the use of ambassadors helped connect destination promotion with recognisable personalities able to extend visibility and emotional resonance.
Why it matters: a coordinated campaign can help translate national identity into a contemporary and globally legible tourism message.
The broader takeaway: large-scale promotion works better when it joins media reach with a clear symbolic framework.
