Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Advertising, Umbria Region bets on irony and lesser-known territories

Campaign: Tourist Campaign of Umbria

Source: https://brand-news.it/brand/istituzioni/p-a/regione-umbria-pubblicita-autunno-2026-su-ironia-e-territori-meno-noti/

Goal: Expand tourism narrative beyond well-known destinations

Media: Two 30-second spots, five 15-second spots, one minute-long film for cinema, and press communication

Summary: The Umbria Region's new tourism campaign, launching on October 18, continues with a comedic narrative featuring a chief's office and truffle hunting, aiming to highlight less-known local areas alongside popular destinations through various media formats.

Italy

Calabria Region starts a €95 million tender for campaigns and territorial marketing

Brand: Calabria

Campaign: Orizzonte Calabria

Source: https://brand-news.it/brand/istituzioni/enti/regione-calabria-parte-la-gara-da-95-milioni-per-campagne-e-marketing-territoriale/

Goal: Strengthen the positioning of Calabria and reach new audiences

Claim: Calabria Straordinaria

Media: Digital marketing campaigns, offline actions

Summary: The Calabria Region has initiated a tender process for tourism promotion and marketing services amounting to €95 million, aimed at enhancing the brand 'Calabria Straordinaria'. The campaign consists of two lots: one targeting the Italian market, covering 12 regional territories, and the second focusing on European markets, including the UK, Germany, and Turkey. The aim is to bolster the region's cultural and natural heritage and promote year-round tourism.

cultural heritage marketing Regional Promotion tourism