ANCI extends 'Love' campaign
21/01/2010
The Italian Footwear Manufacturers’ Association (ANCI) will continue its 'I Love Italian Shoes' promotional campaign in 2010.
With the extra banner of 'Golden Italy', the campaign will get under way at a series of important international airports, including Milan Malpensa, Paris, Düsseldorf, Munich, Moscow, Beijing, Hong Kong, Tokyo and New York. Also in New York, a short film that forms part of the campaign will be shown on screens in Macy’s department store and in Times Square.
Following on from the original 'I Love Italian Shoes' campaign, which appeared in 2008 and 2009, which made reference the fashion world using the concept of creativity and manufacturing quality as leverage, ANCI's new 'Golden Italy' campaign will aim to promote aspirational values.
Alongside the figure of a woman lying in a shoe, the campaign will feature the claim “Innovation, tradition and Italian style. Need more?”.
ANCI chairman, Vito Artioli, said on announcing the new development: “The overall image reveals the concepts of style, class and quality, which provide the foundations for a feeling of trust, of reliability. Thus the underlying message emerges: those buying Italian footwear can do so with confidence, as Italian-made shoes guarantee the values customers aspire to when actually buying them”.
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