In the fall and early winter of 2019, the Italian region of Emilia Romagna was preparing for a very eventful 2020. The regional tourism board expected to celebrate several anniversaries: Parma as the Italian Capital of Culture for 2020; the 200th anniversary of the birth of Pellegrino Artusi, the father of Italian home cooking; as well as the 100th anniversary of the birth of celebrated Italian Director Federico Fellini.
In order to attract visitors to the region, the tourism board decided to pair these major celebrations with their perennial marketing initiatives around the Food Valley, Motor Valley, Wellness Valley and Art Cities.
Following a robust media relations strategy of content pitching and media hosting throughout 2019, Emilia Romagna as well as the cities of Parma and Rimini were named to the “Where To Go in 2020” lists by National Geographic, Frommers and AFAR. Additionally, coverage of these three accolades generated articles in publications including CNN, Business Insider as well as two broadcast segments on Good Morning America.
Reach in November/December 2019:
- Equivalent of nearly $4 million in advertising spend
- Reached over 133 million readers and nearly 8 million TV viewers
- Return on investment of 3,125% in just the last two months of 2019