The Ministry of Tourism and ENIT launched the 2022 international campaign designed to relaunch Italy’s presence on global tourism markets.
The communication choice: the campaign used well-known ambassadors to project a broader narrative of Italian culture, lifestyle and excellence.
Why it matters: recovery phases require visibility, but also coherent positioning able to stand out in a very crowded international context.
The takeaway: national promotion is most effective when it combines recognisable faces with a strong narrative identity.
