The Italian National Tourist Board has partnered with Toronto-based creative shop, Brand Grow Media, for its Live in the Moment campaign.

The Italian National Tourist Board will release Live in the Moment this month. The promotional exercise will run as a targeted campaign designed to inspire Canadian travellers to experience the European destination. Its main aim is to showcase the scenic beauty and rich culture of the place.

To realise the creative concept, the board or ENIT (Agenzia Nazionale del Turismo) has selected Brand Grow Media, based in Toronto, as its agency partner. The firm will assume full-range marketing responsibilities that include media buying and planning as well as creative delivery Canada-wide.

Having worked closely with the Italian National Tourist Board, the agency has developed a push which articulates an identity capturing the essence of the country. With pretty sceneries of Venice, Naples, and Rome featured, the imagery offers elements of nature, history, culture, landscapes and more.

Key spots will include placements across select Canadian trade magazines, newspapers, and digital channels. Running on the #CherishItaly hashtag for social media, viewers can expect vibrant colours and schematic sketches of iconic Italian architecture to remind thrill-seekers where the adventure awaits.

“When in Italy, people will flock to her most popular cities and architecture. But with a remarkable variety of great travel experiences to offer, we want to share our country’s many charms with our Canadian visitors,” said Salvatore Basile, Coordinator for Canada for the Italian National Tourist Board.

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