Milan CVB promotes the positive with a new double negative communications campaign

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Milan CVB promotes the positive with a new double negative communications campaign

Milan has launched a new international communication campaign designed to show the best the northern Italian city has to offer.

Milano&Partners and YesMilano, the official promotion agency and official brand, respectively, established by the City’s Municipality and the Chamber of Commerce of Milano, Monza, Brianza and Lodi, are launching the campaign to promote the city as a top European meetings destination for planners looking at their first business trip of the year.

Three-quarters of the Milanese and Lombard population are now vaccinated against Covid and restaurants and theatres have reopened and business tourists are rediscovering the joy of travelling.

YesMilano’s declared mission is to support tourism recovery through innovative marketing and a newly created convention bureau. It is promoting the city primarily as the gateway to Italy. Near to Lake Maggiore and Lake Como, the destinatin is a business and research capital and is investing hard in smart mobility.

The new promotional campaign slogan ‘Not in Milano’, the Milan marketers say, is based on the refutation of the negative stereotypes and clichés usually attached to business trips, while portraying the city, instead, as a destination with an effective professional environment and a high quality of life.

“This unprecedented communication campaign comes at a pivotal moment for our city and for the entire country affected by the pandemic, and shows the energy, dynamism and strong spirit of resilience with which Milan is ready to give the warmest welcome to anyone coming to our city for business, tourism and study,” says Mayor of Milan Giuseppe Sala.

Carlo Sangalli, president of the Milan Monza Brianza Lodi Chamber of Commerce, adds: “The global city of Milan opens up again to the world [with] 24,500 firms and over 140,000 employees in the tourist  industry. For this reason, the Milano Chamber of Commerce, together with the Municipality, and through Milano&Partners, is promoting the new campaign which aims to relaunch our city’s reputation around the world. The goal is to strengthen the Milan brand that brings together hospitality, fashion, business and culture, in a context of renewed safety and security.

The campaign will involve testimonials from local professionals and influencers from the fields of art, business, design, sport, and fashion, who are actively connected with the city and are willing to let the world know Milano is buzzing with fun and activity anew.

Designer Margherita Maccapani Missoni, chef Carlo Cracco and CEO and co-founder Satispay Alberto Dalmasso are some of the well-known names putting their social networks behind the new campaign.

The launch of the Not in Milano campaign took place at Palazzo Marino, as part of the presentation of the Milano Ambassador Programme, an initiative involving professionals an academics in promoting the city in the world as a destination for MICE events.

Despite the setback caused by the pandemic, major events scheduled for the next months in Milan, include:

  • European Society of Organ Transplantation Congress, 29 August – 1 September 2021
  • World Routes, 10-12 October 2021
  • Enlit Europe, 30 November-2 December 2021
  • Supersalone – the Special 2021 event under the banner of the Salone del Mobile.Milano – and Milano Design Week, 4-10 September 2021
  • Milan Fashion Week Women – 21-27 September 2021
  • UEFA Nations League Finals, 6-10 October 2021.
Managing Editor, Conference News & Conference & Meetings World. Write Paul an E-mail

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