Italy Wants Canadians to ‘Live in the Moment’

The Italian National Tourist Board has launched a new campaign aimed at inspiring Canadian travellers to experience the wonders of Italy.

The “Live in the Moment” promotion will showcase the beauty of Italy and encourage Canadians to go beyond the popular Italian tourist stops to “cherish the country’s rich culture and breathtaking scenery.”

Toronto’s Brand Grow Media is the tourist board’s agency partner and will head up the campaign.

“When visiting Italy, many will visit the well-known cities and architecture, but our country offers a remarkable variety of great travel experiences that we want to share with Canadians,” said Salvatore Basile, co-ordinator for Canada of the Italian National Tourist Board. “By partnering with Brand Grow Media, we are able to connect with passionate travellers and inspire them to explore the less beaten path including UNESCO World Heritage sites such as Matera, Palermo in the South, the vineyard landscape of Piedmont, or Ferrara the city of Renaissance in the North.”

The campaign will be unveiled to partners in the Canadian tourism industry looking to supply clients with a once-in-a-lifetime travel experience. The creative will also be prominently featured in all of the Italian National Tourist Board’s communications initiatives including ad buys in a slate of trade publications, targeted newspaper sections and digital channels across Canada.