Problem:

Low interest in International Travel post-COVID-19.

Media Objective:

To increase interest in the Tuscany Region among Baby Boomer couples from 10% to 40% by the end of 2022

SMP:

Explore the Taste of Tuscany

Campaign Mission:

The Covid-19 pandemic has negatively affected the global tourism industry, especially in Italy. This campaign was designed to reinvigorate travel to the Tuscany region amongst Baby Boomers with a passion for good food and wine.