Italy at Hand

Nominated for ICCA's Best Marketing Award 2019

Convention Bureau Italia is delighted to present to the Italian Meeting Industry its project, Italy at Hand which has the aim of promoting Italy in the MICE sector of International tourism.

The origin of the project

Italy at Hand was launched in 2017 as a corporate communication campaign following a call to action by CBItalia addressed to the network’s creative partners and won by the Top Agency TerraEvents. The campaign was presented for the first time at IMEX Frankfurt 2017 and immediately won the approval of the whole Italian MICE industry. In fact the creative agency TerraEvents has developed a creative and innovative concept of easy comprehension and powerful functionality. 

It develops with a leit motif, an element which typifies italianness, a symbol of humanity, co-operation, craftsmanship, sincerity and welcome, a symbol of Made in Italy: hands. Those hands which Italians love to use for emphasis, to explain, to create, – hands which symbolise the know-how of our country.
A beautiful country to live every day in every gesture.
Look at the developments and variations below.

Our Network involvement

After the presentation of communication campaign, we asked to our Network to read in a personal way one or more of the 15 top reasons that make Italy a Country to live and love. Many and rich photo galleries full of art, passion, inspiration, love and much more were born… click down below to discover all of them!

The Movie

Thanks to the approval received from the network and more generally, from the sector’s operators, CBItalia has taken the opportunity to think big, following that dream which has always driven and nourished its work. We wanted to create a nationally co-ordinated communication campaign, one which tells of all those interlacing values of the Italian culture and traditions, values which characterise our country the world over.

CBItalia has worked steadfastly for this aim since, at the beginning of 2018, Italy at hand came alive and became a real Film of national identity, a visual excursus of Italian emotions, images, sensations, inspirations, made possible thanks to collaboration with the creative agency GereBros which realised the project.

Our network involvement

Main Italian destinations enriched the project of Italy at Hand, The Movie through their mini movie that show the best of their city’s offer.  

Starting from one of our 15 # 6 mini movie have been developed:

Watch all of them! 

The Event

The Italy at Hand project is strengthed by the film but it doesn’t finish there. In fact its powerful concept explodes in the creation of a new national appointment for B2B MICE which will take place on November 1st this year, the most interactive MICE workshop ever!

An event for unconventional business with an international vocation with lots of formative and fun activities connected to Italy at Hand, a full emersion in business with special effects exclusively Made in Italy.

Our network involvement

We dedicated to all our network special discounted rates to take part in the most interactive MICE Event ever!

International recognition

 Italy at Hand project was one of the three finalists for the Best Marketing Award 2019, the highest recognition given by ICCA every year to the best communication project. 

It has been an hounor for us to be among the theree best projects in the world and to give to Italian MICE Industry a visibility never seen before! Download the official presentation!

Invia RFP