May 19, 2024


Built General Tough

YesMilano launches new communication campaign “Not in Milano”

For a new start, the city is presenting a new international communication campaign that emphasizes Milan’s advantages as a versatile business travel metropolis

Milan / Munich, July 26, 2021 – Milano & Partners and YesMilano, the official advertising agency and brand founded by the City of Milan and the Chamber of Commerce of Milan, Monza, Brianza and Lodi, have launched an international communication campaign to restart after the pandemic. “Not in Milano” shows Milan’s advantages as a business travel destination where business and lifestyle go hand in hand.

Restart after the pandemic

The pandemic has hit many sectors and in particular tourism in the past few months. Three quarters of the Milanese and Lombard populations are vaccinated. The city has reopened restaurants and theaters while closely monitoring the international health situation and is currently experiencing a rebirth of leisure and business tourists.

To mark the new beginning after the pandemic, YesMilano is addressing international industry players and decision-makers. The topics Gateway to Italy, Heritage, Mobility, Sociabilty and Lifestyle (gateway to Italy, cultural heritage, mobility, social compatibility and lifestyle) are highlighted as unmistakable advantages and the basis for Milan’s current renaissance. YesMilano aims to support the upswing in tourism through innovative marketing and a newly created Convention Bureau.

The gateway to Italy

Milan is the gateway to Italy. The city is close to Lake Maggiore and Lake Como and is a traffic junction from which the most important tourist destinations in all of Italy can be reached (e.g. Venice, Florence, Rome). It is also a business and research metropolis, a city that focuses on sustainability and invests in intelligent mobility.

Business meets lifestyle

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 Milano”, which relies on the refutation of the negative stereotypes and clichés that are usually associated with business travel – with texts and images that portray Milan as the city in which an effective professional environment and a high quality of life are present at the same time.

“This unprecedented communication campaign comes at a crucial moment for our city and for the whole country affected by the pandemic. It shows the energy, dynamism and strong spirit of resilience with which Milan is ready to give a warm welcome to anyone who comes to our city for business, tourism or study, ”says Milan Mayor Giuseppe Sala .

Carlo Sangalli, President of the Milano Monza Brianza Lodi Chamber of Commerce, said: “The cosmopolitan city of Milan is opening up to the world again thanks to the strength of its 24,500 companies and over 140,000 employees in the tourism industry. For this reason, the Milan Chamber of Commerce, together with the City Council and with the help of Milano & Partners, is promoting the new international communication campaign “Not in Milano”, which aims to renew the reputation of our city all over the world. The aim is to strengthen the Milano brand, which brings hospitality, fashion, business and culture together, all in a context of perpetual security. ”

Support from well-known testimonials

The campaign is supported by testimonials, including influential men and women from the arts, business, design, sport and fashion professions who are actively connected to the city and ready to let the world know that Milan is full of fun and activity again is. These supporters put their image and their opinion at the service of the city’s rebirth. Margherita Maccapani Missoni – designer, Rossana Orlandi – collector and gallery owner, Carlo Cracco – head chef and Alberto Dalmasso – CEO and co-founder of Satispay will therefore introduce the “Not in Milano” format on their social media channels, making it uniqueness and sophisticated Highlight the attractiveness of Milan.

“We are very proud that many relevant actors in our city are committed to this international campaign that aims to mark the rebirth of Milan with all its major events, exhibitions, trade fairs, business and lifestyle. We are sure that together we will bring the city back to the center of international attention, ”concluded Mayor Sala.

The campaign was conceived by the We Are Social Italy agency, which developed the strategic and creative approach. The launch of the “Not in Milano” campaign took place at Palazzo Marino, as part of the presentation of the Milano Ambassador Program, an initiative that involves professionals from all sectors to promote the city to the world as a destination for MICE events.

Roberta Guaineri, Councilor for Tourism, Sport and Quality of Life of the City of Milan, Elena Vasco, Secretary General of the Chamber of Commerce of Milan, Luca Martinazzoli, Managing Director of Milano & Partners, and the ground floor of the Milano Ambassadors were present at the start of the campaign to promote business tourism in Milan, Key figures in the scientific and business community who have helped bring world-class conventions to the city in recent years. They received a plaque and an official letter of appreciation from the Mayor for their passion and professionalism in shining the spotlight on the city and helping to promote the city’s international reputation.

MICE metropolis of Milan

Milan, one of the leading cities in Europe in the MICE sector, has been one of the most important international destinations for holding trade events, specialist congresses and company meetings for decades. This is made possible by spacious and technologically advanced facilities and the collaboration of the entire hospitality industry in the greater Milan area. The task of the YesMilano Convention Bureau is to promote the city as a major MICE destination on an international level in all organizers of events such as: trade shows, congresses, conventions, business meetings, incentives and institutional events with strong international appeal by providing its advice offers free and impartial to all buyers and companies who want to organize a successful professional event in Milan.

Despite the temporary setback from the pandemic last year, important events are already planned for the next few months, including:

-ESOT Congress 2021 | European Society of Organ Transplantation Congress, August 29 – September 1, 2021
-World Routes, October 10th to 12th, 2021
-Enlit Europe, November 30th – December 2nd, 2021

Milan is also preparing to:
-Supersalone – the 2021 special event under the banner of Salone del Mobile.Milano – and Milano Design Week, September 4-10, 2021
-Milan Fashion Week Women – September 21-27, 2021
-Final of the UEFA Nations League, October 6-10, 2021

About Milano & Partners and YesMilano
Milano & Partners is the official advertising agency of the City of Milan, an association created by the City Council of Milan and the Chamber of Commerce of Milan, Monza, Brianza and Lodi. Its aim is to activate partnerships and collaborations with local companies, global brands, universities, cultural institutions and other public institutions.
@visit_Milano on Instagram
@turismoMilano on Twitter
Milano & Partner on LinkedIn

KPRN network GmbH is one of the leading full-service agencies for the tourism industry in Germany, based in Frankfurt, Berlin and Munich. Founded in 1994 by Hanna Kleber, KPRN offers its customers individual communication solutions for the successful implementation of their B2B and B2C marketing goals in the German-speaking market. The range of services ranges from comprehensive brand strategies to individual solutions for individual projects. The conception and implementation of strategic campaigns, media cooperation and promotions are the focus of the agency’s service portfolio. KPRN network GmbH is also a founding member of the Hotel Performance Group (hpg) and partner of the international association Travel Lifestyle Network (TLN).

KPRN network GmbH
Anna Koppe
Theresienstrasse 73
80333 Munich
089-28 70 230-0
[email protected]

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