Emilia Romagna is the birthplace of Italy’s most iconic culinary and cultural treasures, including Parmigiano Reggiano, Prosciutto di Parma, Verdi, and Ferrari, yet it remains a hidden gem for many North American travelers.
In 2024, SiPP Communications was tasked with helping U.S. audiences associate these beloved Italian icons with their region of origin. The goal was to inspire high-value travelers to add Emilia Romagna to their Italy itineraries.
The travel pr campaign focused on elevating awareness of Emilia Romagna’s key tourism pillars, including the celebrated Food Valley, historic Art Cities, and the high-octane appeal of the Motor Valley. In addition to driving travel during the summer season, we worked to boost visitation during the increasingly important spring and fall shoulder periods among culture seekers, food lovers, and auto enthusiasts.
Our Approach to the Emilia Romagna Travel PR Campaign
As Emilia Romagna’s U.S. public relations agency of record, SiPP led a year-long, earned-media campaign that combined personalized, targeted newsroom outreach with headline-worthy storytelling opportunities.
- Monthly News Bureau: We developed and distributed SEO-optimized press releases highlighting seasonal travel experiences, major events, and timely calendar hooks.
- Targeted Pitching: Through relationship-driven outreach, we engaged top-tier travel, food, and lifestyle journalists with custom, one-to-one story angles.
- In-Market Hosting: SiPP hosted journalists and television crews for major events, including Motor Valley Fest and the Michelin Guide Italy 2024 gala. Their itineraries paired immersive, first-hand travel experiences with regional depth.
Media Coverage Highlights
Earned media placements appeared in Forbes, BBC, Travel + Leisure, Vogue.com, Global Traveler, and MAXIM. Each story introduced Emilia Romagna’s unique appeal to U.S. audiences through credible, high-impact coverage that combined culture, cuisine, and curiosity.
Campaign Results
- More than 470 million earned media impressions across print, digital, and broadcast.
- Estimated publicity value of over $1.7 million in earned media.
- Coverage consistently reinforced Emilia Romagna’s tourism pillars, repositioning the region from under-the-radar to need-to-know within U.S. travel media.
This campaign is a clear example of what SiPP delivers: strategic, story-first public relations that transform destinations into globally recognized travel brands.
Ready to elevate your destination’s visibility in the North American market?
