Italy Pumps $92m Into Global Hyping of Design and Food

23 April 2002

The Italian Foreign Trade Institute is set to launch a massive $92 million (€103.7m; £63.53m) global ad campaign hyping the food and design products that carry its Made in Italy label.

Breaking June in over fifty nations, the drive – claimed to be the largest ever to promote generic Italian products to the world at large – will run for the next two years. It will utilize local advertising agencies and media outlets in different markets, with much of the promotional material produced in house by the FTI.

Says a FTI spokesperson: “This will be a heavy promotion of Italian products all over the world. Looking down the schedule, there are plans to do something around three promotional events a day for two years. The aim to is simply promote the image of Italian products to foreign consumers who may not know them.”

Data sourced from:; additional content by WARC staff