ITALIAN TRADE COMMISSION BEGINS MACHINES ITALIA CAMPAIGN
By Adnews Staff
The Italian Trade Commission, in partnership with 15 of the country's machine manufacturer associations, is undertaking a new multi-year marketing campaign. The "Machines Italia" campaign is intended to promote Italian-built industrial machinery. Print ads in The Globe & Mail, Maclean's, Canadian Business, Le Devoir and Affaires Plus are aimed at executive decision makers. The ads make use of photographs of products manufactured using Italian machines. The headline reads, "Whatever you make, Italian innovation makes its better." The copy includes a toll-free number and the Web site address <http://www.italtrade.com>. Associations participating in the campaign represent sectors including agriculture, construction and food processing. The campaign's first phase will run through the spring and summer. Advertising is being done by Citigate Albert Frank of New York. In Canada, media planning and buying as well as a print supplement is being done by Draft Worldwide. Public relations are being handled by Weber Shandwick Worldwide.