An extraordinary communication campaign to promote Made in Italy, entitled 'Italy is simply extraordinary: beIT’, has been successfully launched. The campaign, launched by the Italian Ministry of Foreign Affairs and International Cooperation in collaboration with the Italian Trade Agency (ICE), will have a global dimension with a particular focus on 26 countries.

“'beIT' is the first nation-branding campaign ever created for Italy,” explained Foreign Minister Luigi Di Maio, “with a new approach that stands out from what has been done so far; the project we have launched is complex and ambitious, as it aims to tell the international public about Italy today, at 360°". The campaign has two main objectives: to tell the international public about Italy, its values and talents, its skills and extraordinary potential in an original and innovative way; and to support the internationalisation of Italy’s supply chains, expanding and diversifying the foreign markets of reference for Italian SMEs.