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Italy is simply extraordinary: beIT – nation branding campaign to promote ‘Made in Italy’

“Italy is simply extraordinary: beIT” is a new campaign aimed at promoting the ‘Made in Italy’ brand in support of Italian exports and the internationalization of the national economic system. It was launched by the Ministry of Foreign Affairs and International Cooperation (MAECI) in collaboration with ICE – Italian Trade Agency.

The campaign’s official launch took place on 29 November 2021 with a presentation by Minister Di Maio and will last until August 2022 with two different phases. The first, from November 2021 to March 2022, will focus on the story of the “values” that identify Italy: creativity, passion, tradition, style, innovation and diversity. The second will focus on the activation of targeted campaigns aimed at promoting the production chains of ‘Made in Italy’ and will take place from March to August 2022.

The Kingdom of Saudi Arabia is one of the 26 countries participating in the campaign, which will begin with a presentation event aimed at journalists, influencers and representatives of the media sector, hosted at the residence of the Ambassador of Italy on 16th December, and will continue in the following months with further promotional actions.

The initiative has a global dimension, aiming at talking to the international public in an original and innovative way about Italy, its values ​​and talents, its skills and extraordinary potential; at supporting the internationalization of the supply chains of our production system and at expanding and diversifying the reference foreign markets for Italian small and medium-sized enterprises.

The campaign will be mainly developed on digital channels and will involve the construction of a new visual and linguistic identity for the promotion of Italy in the world, with dedicated platforms and “landing pages”, social profiles and original content (texts, audio and video) that will be created throughout the campaign. We start with the video and the “”beIT” landing page in Saudi Arabia ( ).

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