Who is responsible for promoting national tourism? Industry professionals, public institutions? And why not brands? This question has been implicitly answered by Ferrero, with a campaign that brings the well-known Italian confectionery brand closer to territorial marketing, through its campaign by the title “Ti Amo Italia” (“Italy, I love you”). The brand marketed a limited edition of its star product - the universally popular Nutella - in jars featuring some of Italy's most beautiful landscapes, intending to relaunch tourism after the crisis. The campaign was carried out in collaboration with Enit, the national tourism agency.
Which brands can promote a country?
In theory, any brand can participate in a
territorial marketing campaign. The difference between brands will obviously emerge in the overall success of the campaign itself.
Ferrero is universally acknowledged to be a
symbol of Italian identity, which means that, in addition to the wide circulation of its products, it can make its contribution in terms of the identity and core values.
Become an exhibitor for tourism sector
Ferrero and Enit's multimedia campaign
The campaign created by
Enit and
Ferrero is not limited to a mere restyling of Nutella's jars, it also features
digital and interactive tools to create engaging storytelling. Each package will be issued with a
QR code, to be activated with a smart device, which will allow users to access an
interactive virtual reality experience dedicated to the Italian location featured on the packaging. Thirty landscapes are available in this limited edition, corresponding to
as many Italian destinations awaiting new tourist flows as soon as the emergency is over, from Civita di Bagnoregio to the Cinque Terre, from the Gran Sasso to Venice. The campaign features destinations in all the regions of the peninsula.
Italy's greatest resources
Why was Ferrero chosen for this campaign? There are several reasons.
Tourism and food are essential elements in what is internationally perceived as the Italian identity, and therefore it made sense to match them in one relaunch campaign. The taste of
one of the most iconic and beloved foods - a symbol, for many, of their childhood - is therefore associated with the
territorial beauty of the entire country, which becomes part of the same story, touching the lives of those who consume the product and those who explore the interactive content of the campaign itself.
