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"beIT" lands in the USA - Ambassador Zappia launches the nation branding campaign with a video set in the Big Apple

Date:

12/13/2021


The nation branding Made in Italy promotion campaign "beIT", recently launched worldwide by the Ministry of Foreign Affairs and International Cooperation, has landed in the United States. The Ambassador of Italy to the United States, Mariangela Zappia, launched the campaign in New York, with a video filmed in one of the over 5,000 iconic yellow taxis featuring the official commercial "Italy is simply extraordinary: beIT". The same video is displayed on the Nasdaq screen in Times Square.

The "beIT" campaign is active in 26 countries, and in the United States it plays a particularly significant role. Indeed, the US market generates more than 50% of Italy's net export surplus. Furthermore, this year, Italy and the United States of America celebrated the 160th anniversary of the establishment of diplomatic ties.

"Italy has done its best, exploiting the crisis to strengthen its competitiveness," Ambassador Zappia commented, emphasizing that Italy and the United States are "among the large economies growing in a stronger and more resilient way".

This is clearly shown by the National Recovery and Resilience Plan, with 200 billion of investments in energy transition and digitalization, and structural reforms in key sectors such as justice and public administration, not to mention cross-cutting goals such as the one that puts women at the center of the recovery. The Export Pact also contributes to this relaunch, and has identified the 'beIT' nation branding campaign as one of its priorities for action.

In the first nine months of 2021, Italy's exports reached an all-time record of 377 billion euros, also due to the 22% growth in trade between Italy and the United States.

"We wish to let our American friends know that, by renewing itself, Italy confirms its role as a model of tradition and innovation. This is the aim of "beIT" which, through its six pillars of activities - passion, creativity, diversity, innovation, style, heritage - aims to showcase the dynamism of our country in all sectors, from culture to design, from medicine to hi-tech. In addition to New York, the campaign will be on display in Los Angeles - with six mega screens throughout the city. It is a "pure digital" campaign carried out via social media, influencers and creators, with activities tailored to different audiences.


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