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International news: Safilo Group breaks new Carrera campaign

The Safilo Group of Italy has begun an international marketing campaign in support of its Carrera brand of eyewear. The campaign was developed by MRM Worldwide Italia, a division of McCann Worldgroup. The print and outdoor creative uses the tagline "Shine On" and feature photographs of young men and women in urban locations surrounded by a glow of light. The initiative also includes a new website at <>, social media activities, public relations, a product placement program and a series of special events. The campaign is now rolling-out in Europe and the United States, with an emphasis on major markets including New York, Miami, Barcelona, Paris and Milan. "Wearing a pair of Carrera glasses means expressing your personality, without compromises, while feeling part of a large community, being oneself but not being alone," said Roberto Vedovotto, CEO of Safilo Group. "This is why our marketing campaign also has its foot on the accelerator in social network channels."

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