Umbria invites everyone ... to the sea! The region's surreal tourism promotion campaign.

Umbria invites all tourists to... discover its sea. This year, the region is focusing on the surreal to promote its image on communication channels, playing on its nature as the only region in peninsular Italy landlocked. And so here is the concept launched yesterday, “I love the sea of Umbria.” Conceived by theArmando Testa agency, which was entrusted with the conception of the new integrated communication project to support Umbria’s tourism restart, it intends to focus on curiosity, impact, ability to recognize, and simplicity. The campaign has started on TV, print, radio, digital and social.

“Umbria,” Regione Umbria explains in a note, “has long been called the green heart of Italy. This pulsating and living green heart is the only region in central Italy that is not touched by the sea. Or at least that is what geography tells us. But what do our feelings tell us instead when we find ourselves immersed in this beautiful region? Are we really so sure that it lacks the sea?”

The new campaign therefore intends to disprove this geographical certainty: if it is true that Umbria lacks the sea, as it is commonly understood, it is also true that this region, the press release goes on to say, “possesses other seas, equally extensive, deep and evocative: a sea of experiences, of stories, of paths, of nuances, of flavors, of music and sounds.” Here, then, the campaign invites people to discover this “sea” in order to respond to geography.

“Thanks to the collaboration with the Armando Testa Agency,” said regional tourism councillor Paola Agabiti, “we have the opportunity to highlight the extraordinary uniqueness of Umbria’s tourism offer by addressing diverse targets. Therefore, this year as well, the Region has planned a tourism promotion and communication campaign that will take the form of a plurality of channels and a highly articulated media mix, with the aim of supporting and flanking the efforts that facilities and operators in the sector are facing in order to be able to guarantee tourists and visitors a unique experience in total safety. I think we are leaving behind a period that is certainly difficult and certainly unprecedented. Now is the time to gain new visibility for Umbria. In the three television commercials and in the declinations for print and other media, Armando Testa’s idea in fact pushes us to discover a sea of emotions, sensations and nuances, and that is to love ’the sea’ of opportunities that Umbria can offer.”

“Finally, we are off again! We were looking forward to contributing to the revitalization of our country. And to do so starting from its heart, from Umbria, is wonderful. As much as Umbria itself,” says Nicola Belli, managing director of Armando Testa.

Umbria invites everyone ... to the sea! The region's surreal tourism promotion campaign.

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