The communication of the world tour of the American Tour of Vespucci which saw our sailing ship in 20 months of navigation was started with the Scenario of the Colosseum, traveling over 49,500 nautical miles. Among the beauties of ancient Rome, between the Arch of Tito and that of Constantine and with the pavement that marks the steps of history, Italy continues to walk. And to bring his cultural and spiritual wealth, of creativity and science, of cuisine and art in the world. In the last two years, he did it using our most beautiful ship. The Vespucci, the queen of the seas, has furrowed Oceani and Rade, attracting in 53 ports of 33 different countries of all five continents. With a economic return of over three billion euros. The project also generated overall 11,155 new jobs, While visited the Navy School of the Navy 1,269,533 people.
“The Vespucci tour was an extraordinary promotion tool and a unique communication format: a new institutional marketing model, an all -Italian invention, The result of a real team game that involved twelve ministries beyond the Presidency of the Council of Ministers and has produced, certified, media, social and economic results beyond any more forward -looking expectation, “he said The General Manager of Defense Services, Luca Andreoli.
A brand “that of Italy, which used the Vespucci tool” which also raised the export threshold and which attracted tourists and capital, underlined the Minister of Defense Guido Crosetto who strongly wanted the tour. 12 ministries involved with teamwork that has made it possible to bring Italian excellence around the world, but also to promote inclusiveness, dialogue, important partnerships.
“As a friend of mine told me,” continued the minister “you have to know, knowing how to do, know how to make it known and then let it know”. And the communicative model experienced on this occasion brought its results with two million followers in one year for the tour of the tour and with a media value of 254 million euros.
The Vespucci Tour, Crosetto stressed, represents “a message that basically speaks of positive things such as values, such as traditions, such as the commitment that is used to govern a ship of that type. A ship that was born for the training of the Navy officers, but that does not bring weapons on board, but around the world brings history, culture, technology, brings the story of a nation. In my opinion it is an important thing in a period in which everything that is military normally inspires us bad things because it reminds us of war, reminds us of the dead, reminds us of destruction ». And for next year the minister has already announced that Vespucci will land in New York, for the 250th anniversary of the Navy. In the “city that never sleeps”, for three weeks, an exhibition pavilion will be set up, “an even larger Italy village, an even more ambitious project destined to last several weeks and to whom to entrust a story of our economy, our culture, our values, our institutions ».
