Di Maio: “At the start of beIT, communication is strategic for exports”

” Communication was the first ‘strategic pillar’ of the Pact for exports, a key element therefore for the relaunch of our country ”. Thus the Foreign Minister Luigi Di Maio at the presentation of the extraordinary communication campaign in support of Made in Italy – ” Italy is simply extraordinary: beIT ”, which got underway all over the world. Speaking at the Sala dei Treaty at the Farnesina, Di Maio recalled that ” ‘beIT’ was born from afar: it is, in fact, one of the first suggestions that emerged in the long process of consulting and listening to the associations and businesses that preceded the signing, in June 2020, of the Pact for Export. ” The goal of ” ‘BeIt is to allow those who look at us from the outside and still do not know us, or know us superficially, to understand who we are, even before what we produce and what we know how to do ”. ” To describe what we are today we have chosen six values ​​that tell about Italy and the Italians ”, or rather ” creativity, passion, heritage and innovation, style and diversity ”. By putting ” the person, what we are and what we believe in, at the center. This human figure makes Italy an exceptional country, projected towards the challenges of tomorrow ”. ” ‘BeIT’ is the first nation branding campaign ever carried out for Italy, with a new approach, which stands out from what has been done so far ”. The goal is ” more complex and ambitious ”, that is to ” tell the international public of today’s Italy, at three hundred and sixty degrees ” and ” not propose it as a tourist destination or a marketing operation to enhance a supply chain or a specific sector ”, Di Maio said. ” Creativity, passion, tradition, innovation, style and diversity ”. These are the six values ​​that distinguish Italy and it is ” strong in these same values ​​” that ” we will carry forward Rome’s candidacy to host Expo 2030 ”. ” I found all these distinctive features in the excellences that we brought, with the wonderful Italian Pavilion, to Expo Dubai, which I visited a few days ago on the occasion of the Italian National Day at the Exposition ”, said Di Maio. Italy’s story of the “beIT” campaign therefore begins with these six words – creativity, passion, tradition, innovation, style and diversity – around which we will build a new and stronger narrative of Italy abroad ”, he added. Starting “from next March”, the minister anticipated, “a communication action aimed at promoting the production chains of Made in Italy” will start.