The original impactful concept “I love the sea of Umbria” was introduced for the first time in 2021, and it now features again in the new integrated communication campaign, conceived by Armando Testa and on air on TV and on the web from tomorrow, Sunday 15 May, to promote tourism in the region of Umbria.
The Regional Councilor for Culture and Tourism made the announcement, underlining that the goal of the new promotion campaign is to pay homage to what distinguishes this wonderful region. From its natural beauties to its artistic treasures, from its centuries-old traditions to its enchanting villages – he stated – we want to start to promote a total immersion in a land waiting to be discovered and savoured. While being fully aware that Umbria demands careful examination and slowly getting lost in its countless and diverse landscapes. After difficult and trying years, it’s time to start living and sharing together again. Time to dive into a real and authentic land.
Known as “the green heart of Italy”, Umbria is the only region in central Italy that has no access to the sea. This is the underlying notion of the paradox from which the creativity develops: despite not having any sea, thanks to its extraordinary nature, its centuries-old villages and the numerous activities you can enjoy, visiting Umbria ensures you are fully immersed in experiences that intoxicate your senses. A real dive into the many “seas” that this splendid region boasts: seas of history, art, walks, music, sport and nature. Seas that it is impossible not to fall in love with.
So, the creative transposition of the concept shows a girl taking an ideal, imaginary dive. As she twirls in the air, she visualizes the landscapes, places and activities representing the sea of Umbria, ending up with her entering a meadow in full bloom, a metaphor representing the emotions offered by immersing yourself in this unique region.
The campaign will then continue on radio, press and in main European countries and in the USA on the web from June.
Production was entrusted to Armando Testa Studios with director Augusto Storero.
Credits:
Client: Regione Umbria
Agency: Armando Testa
Creative Direction: Raffaele Balducci
Creative team: Raffaele Balducci, Daniele Bona
Production company: Armando Testa Studios
Director: Augusto Storero
Media Planning: The Gate Communication
