Italy is rich in unique qualities, but they live all together "Only in Lombardia". This is the concept of the new 2014 tourism communication campaign of Lombardia Region.

The campaign has chosen to talk to a global audience, highlighting the local facet of Made in Italy. Through this innovative approach, communication re-launches the image of the regional territory in view of Expo 2015 being held in Lombardia, Milan, from May to October.

Indeed, design, fashion, food and culture are perceived as the best of Italy, yet they make Lombardia unique as well: a region with a rich architectural heritage hosting several cultural appointments, the famous “fashion week” and with several great starred restaurants.

The communication campaign started in January and was followed by the Pomilio Blumm Agency. It will focus on these four elements and on how they make Lombardy unmatched, as underlined by the final claim, “Only in Lombardia”.