Yesmilano. The new international communication campaign "Not in Milan" is underway
On the occasion of the reopening of the city, Milan shows the best it has to offer
Milan, 20 July 2021 – Milan & Partners e YesMilan, the official promotion agency of the city with its brand, founded by the Municipality of Milan and the Milan Monza Brianza Lodi Chamber of Commerce, presents the international communication campaign which proposes Milan as the best European destination where you can organize your first business trip job of the year, post pandemic.
In recent months, Covid-19 has affected numerous sectors and tourism in particular. With three-quarters of the population of Milan and Lombardy vaccinated, the city, while closely monitoring the international health situation, has reopened restaurants and theaters and is experiencing a rebirth, as tourists rediscover the joy and beauty of traveling for pleasure or business.
To highlight a new beginning following the pandemic, YesMilano turns to sector operators and opinion leaders to bring them back to Milan, leveraging the distinctive assets that are the basis of the current rebirth of the city: Gateway to Italy, Cultural Heritage, Mobility , Sociality and Lifestyle. YesMilano's mission is to support the recovery of tourism through original marketing and a newly created Convention Bureau.
Milan is the gateway to Italy. It is close to Lake Maggiore and Lake Como, it is a hub for reaching the main tourist destinations throughout Italy (among others Venice, Florence, Rome). It is also a business and research capital, an environmentally friendly city that invests in intelligent mobility.
In Milan, more than in any other city, business and lifestyle go hand in hand. This is the premise behind the campaign slogan "Not in Milan", which is based on the refutation of negative stereotypes and clichés usually linked to business trips, with copywriting and images that portray Milan as the city in which an effective professional environment and a high quality of life are simultaneously present.
“This unprecedented communication campaign arrives at a crucial moment for our city and for the entire country affected by the pandemic, showing the energy, dynamism and strong spirit of resilience with which Milan is ready to give the warmest welcome to anyone who comes to our city for business, tourism and study" says the Mayor of Milan, Giuseppe Sala.
Carlo Sangalli, President of the Milan Monza Brianza Lodi Chamber of Commerce, says: “Milan, a global city, is once again opening up to the world through the strength of its attractive capacity made up of 24.500 businesses and over 140.000 workers in the tourism sector.
This is why as the Chamber of Commerce, together with the Municipality and through Milano &Partners, we are at the forefront to launch the new international communication campaign "Not in Milan" which aims to relaunch the reputation of our city. The objective is to strengthen the Milan brand which brings together hospitality, fashion, business and culture in a context of renewed security".
The campaign will involve several testimonials, men and women, foreigners and Italians, coming from different professional sectors such as art, business, design, sport and fashion, actively connected to Milan and willing to show the city as a lively, dynamic place with always new activities . These supporters fully welcomed the campaign and put their image and their connection with the city at the service of its rebirth. Margherita Maccapani Missoni - Designer, Rossana Orlandi - Collectible Design Gallerist, Carlo Cracco - Chef and Alberto Dalmasso - CEO & co-founder of Satispay will introduce the “Not in Milano” format on their social channels, placing emphasis on uniqueness and sophisticated attraction of the city.
“We are extremely proud that numerous prominent figures from our city have committed themselves to this international campaign which aims to highlight the rebirth of Milan with all its major events, exhibitions, fairs, business and lifestyle. We are sure that all together we will put Milan at the center of international attention again.” concludes Mayor Sala.
The campaign was created by the We Are Social Italia agency, which developed the strategic and creative approach. The launch of the "Not in Milan" campaign took place in Palazzo Marino, as part of the presentation of the Milan Ambassador Program, an initiative to involve professionals from every sector in promoting the city worldwide as a destination for MICE events.
Present at the launch of the campaign to promote business tourism in Milan were Roberta Guaineri, Councilor for Tourism, Sport and Quality of Life of the Municipality of Milan, Elena Vasco, General Secretary of the Chamber of Commerce, Luca Martinazzoli, General Director of Milan & Partners , and the parterre of Milan's ambassadors, key figures from the scientific community and the business world who in recent years have contributed to bringing international-level conferences to the city. These ambassadors received a plaque and an official letter of recognition from the Mayor for having turned the spotlight on the city and for having contributed with passion and professionalism to the advancement of Milan's international reputation.
Milan, a leading city in Europe in the MICE sector and, for decades now, one of the main international destinations for holding commercial events, conferences and corporate conventions. This is made possible by spacious and technologically advanced facilities and the collaboration of the entire Greater Milan hospitality industry. The mission of YesMilano Convention Bureau is to promote the city as an important MICE destination at an international level to all organizers of events such as: trade fairs, conferences, conventions, business meetings, incentives, institutional events with a strong international appeal, offering its consultancy free of charge and impartially to all buyers and companies who want to organize a successful event in Milan.
Despite the temporary setback caused by last year's pandemic, important events are already planned for the coming months, including:
ESOT Congress 2021 | European Society of Organ Transplantation Congress,
29 August - 1 September 2021
World Routes, 10 - 12 October 2021
Enlit Europe, 30 November - 2 December 2021
And above all, Milan is preparing to:
Supersalone – the new 2021 Special event by Salone del Mobile.Milano – and Milan Design Week, 4-10 September 2021
Milan Fashion Week Women, 21 - 27 September 2021
UEFA Nations League Finals, 6 - 10 October 2021
“Not in Milan” campaign credits
Agency: We Are Social
Executive Creative Director: Alessandro Sciarpelletti
Executive Creative Production Director: Daniele Piazza
Senior Creative: Paola Cantella
Art Director: Alessandro Lazzaro
Editor: Andrea Ruscitti
Head of Client Services: Francesca Feller
Senior Account Manager: Diego Vallieri
Account Executive: Maria Giulia Verità
Head of Strategy: Bruno Tecci
Strategy Supervisor: Francesco Marcucci
Photo productions from We Are Social Studios:
Head of We Are Social Studios: Sandro Amabili
Producer: Leopoldo Dondena
Photo: Alvise Guadagnino, Viviana Bonafede
Video production from H+:
Film Director: Victor Schnur, Ludovico Galletti
Director of Photography: Alessandro Bolzoni
Editing: Anna Lapiccirella
Producer: Matilde Ortona
Locations
Great Stations (Central Station)
PwC Italy
Camparino in the Gallery
Rosa Grand Milano – Starhotels Collection
Mysterious Baths of the Franco Parenti Theater
About Milano&Partners and YesMilano
Milano&Partners is the official promotion agency of the city of Milan. It is an association founded by the Municipality of Milan and the Chamber of Commerce of Milan, Monza, Brianza, Lodi. It was created to activate partnerships and collaborations with local businesses, global brands, universities, cultural institutions and other public bodies. We promote the YesMilano brand around the world to attract new visitors, talents and investments for the city.
Our mission is to support the growth of Milan and make it the most welcoming city in the world.
Milano&Partners lives thanks to the financial and operational support of its partners. We are proud to share with our partners the common goal of making Milan an increasingly attractive global destination.
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Press office
YesMilano Giacomo Chieffi | giacomo.chieffi@yesmilano.it
+393495501395
Edelman Matilde Marozzi | matilde.marozzi@edelman.com
+393351369874
Giulia Vania | giulia.vania@edelman.com
+393358386147
Updated: 20/07/2021