“A holiday "Made in Italy" is tailor-made for you”: this is the slogan the Italian National Tourist Board (ENIT) has recently designed to relaunch Italy’s tourist offer in an original way.

The creative idea consists in comparing tourist destinations to made in Italy products of excellence: the charming Italian landscapes are represented as the weaves of fine Italian made fabrics, so as to transfer to sights and landscapes the values that have always distinguished Italian manufacture: care, attention, mastery, perfection.

A holiday in Italy thus becomes an experience whose value is unique, and that is also able to satisfy anyone’s needs. The campaign is divided into four categories based on as many types of holidays: culture and wellness, small villages and food-and-wine tradition, Expo 2015, art cities, active holiday, sea and lakes, mountains and parks.

The campaign, by Pomilio Blumm communication agency, was presented last March and will be carried out using billposting, press and TV ads and a dedicated web platform http://www.italy.travel/en/ hosting, among other things, an interactive section where everyone can upload an image and make one’s own personal campaign and then share it with others by using the #ItalySelfie hashtag. This operation of local promotion rides the wave of the tendency among VIPs and web surfers to do self-timer shots, which has become very popular in Italy as well as abroad.