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Italian National Tourism Board
The Italian National Tourism Board launches a bold new campaign, encouraging travellers to ‘Make IT Real’
The Italian National Tourism Board (INTB) is the premiere voice for Italian travel, with extensive global influence and an especially large presence in Australia and New Zealand.
With international borders finally opening up after lengthy lockdowns and a general hunger for travel beyond Australia’s borders, the INTB came to SBM in need of something far greater than just a marketing campaign. They were looking for a solid, innovative idea that would engage their audience and bring international tourism out of its pandemic slump.
The SBM solution was a multi-faceted campaign that would take user-generated content to the next level.
Themed around the tagline of ‘Make IT Real’ and the concept of ‘Italy is better in Italy’, the campaign would use video and photography to compare (sometimes disappointing) local Italian experiences with those in the real Italy. This would not only showcase Italy’s incredible beauty and culture, but also remind audiences that Italy is a part of their everyday lives, from food to F1.
The Make IT Real microsite would allow users to automatically generate their own ‘Make IT Real’ moments, taking their video and adding a ‘real’ Italian segment that could then be shared across social media.
The bold campaign- launched in early November- was picked up by several major news outlets, with special note given to the innovation of the Make IT Real microsite and the dedication to reviving international travel.
The Italian National Tourism Board was extremely impressed with the concept and assets, resulting in discussions to take Make IT Real beyond Australia and New zealand to a global audience.