President Zingaretti: “In a commercial we tell why Lazio is an area that continues to amaze for over two thousand years”.
Lazio told in a video is the initiative that the Lazio Region presented at the Dubai Expo 2022 to promote tourism and the beauty of the region. The commercial, made by Saatchi & Saatchi and directed by Francesco Quadrelli with the production of Think Cattleya, was presented by the President of the Lazio Region, Nicola Zingaretti in Dubai, on the occasion of the Universal Exposition. In one minute, the five provinces of Lazio are described, taking inspiration from the places favoured by Roman emperors to go on holiday. The best choice since 300 B.C.’ is the slogan adopted to underline the cultural and landscape beauties that make the Lazio region unique in terms of quantity and quality of cultural, historical, food and wine heritage, and not only for the presence of Rome. The spot aims to highlight little-known places in an area that has many different attractions: capitals, ancient villages, rural and coastal areas of inestimable historical and artistic value.
“We wanted to focus on our past to tell the story of Lazio,” commented President Zingaretti, “but when we talk about ancient Rome, we are referring to a heritage of identity common to all Italians, a cultural dimension that makes our country unique. In Lazio there are 250 museums and galleries, 30 archaeological parks, and 6 UNESCO World Heritage sites. There are towns and small villages capable of welcoming tourists in a hospitable and creative way, offering quality services. There are food and wine products and crafts that represent pride and excellence. Telling all this in one minute was a challenge, but Lazio is an area that continues to amaze for over two thousand years and we wanted to let everyone know about it”.
With the video presented at Expo Dubai, Lazio relaunches Lazio Eternal Wonders, the promotional campaign that since 2014 has accompanied the tourism marketing initiatives promoted by the Region. Lazio Region’s main promotional actions have recently included: participation, with 50 million euros, in the ‘Technological District for Culture in Italy’ in collaboration with Miur and Mibact, ‘More Nights, More Dreams + Experience’ to encourage tour operators, ‘Ryder Cup 2023’ the great golf event, and the ‘Network of Historical Residences and Gardens of Lazio’, which now includes over 170 places, finally usable, open to the community.
