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Italian tourist board hires Brand Grow Media

The Italian National Tourist Board recently retained Brand Grow Media of Toronto to develop a Canadian marketing campaign. The assignment includes overall marketing activities, creative execution, media planning and media buying. The campaign, called "Live in the Moment," encourages consumers to consider less well-known Italian tourism destinations. The creative focuses on the country's natural scenery and its culture. The effort includes trade advertising, newspaper ads and digital materials.

"When visiting Italy, many will visit the well-known cities and architecture, but our country offers a remarkable variety of great travel experiences that we want to share with Canadians," said Salvatore Basile, coordinator for Canada at the Italian National Tourist Board. "By partnering with Brand Grow Media, we are able to connect with passionate travelers and inspire them to explore the less beaten path, including UNESCO World Heritage sites such as Matera, Palermo in the south, the vineyard landscape of Piedmont, or Ferrara, the city of Renaissance in the north."

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