What does it mean to promote made in Italy?
For a magazine like ours, which we wanted to call Italian Good Living, being “Italian” brings with it not only a long series of values but also responsibilities.
It’s very important that our values are clear, the values of the so-called “Made in Italy”, because only by knowing them in depth, and also managing to give them a precise hierarchy, will it be possible to define a serious and useful promotion plan.
It is precisely in these difficult months that the theme of the promotion of Made in Italy around the world has returned to the fore, particularly, but not only, in relation to our agri-food productions.
Remember, the famous “Pact for exports”, one of the most important government commitments in this phase of crisis, envisaged an overall investment of 1.4 billion euros, including 316 million euros for the extraordinary Plan for Made in Italy and other ICE promotional programs.
On the communications front, the Pact provides in particular for the implementation of campaigns in support of Made in Italy and of all our supply chains, of their quality and confidence, with the massive use of digital platforms and the involvement of well-known public personalities in Italy and abroad. To promote extensive knowledge of Italy, its territories and its excellence, in all sectors.
Put like this, of course, the project seems perfect, finally what was needed even well before the arrival of this accursed Covid-19.
However, we have some doubts about how these resources will be used and not for the usual “anti-political” demagogic – that’s not our style; but because we fear that once again the real experts, the real protagonists of Made in Italy, from artisans to Italian industrialists, will be missing from the planning and realisation activities.
Who, for example, is in a better position to define a project to promote Italian wine in the US? Who knows precisely the many facets of our wine-making heritage and at the same time the dynamics of a complex market like the US market.
But the same reflection applies to every Italian production chain.
We don’t want to sound arrogant, but Italian Good Living was also conceived, if not primarily, to support, our Made in Italy around the world through the direct, constant relationship with all those who, at various levels, build and manage the identity of our products.
We want to be the link between producers and the markets, to illustrate as clearly as possible the true soul of Made in Italy, of Italian know-how, of our culture, of our many identities.
We don’t yet know if we will be called by the institutions to contribute to the construction of these great projects for our made in Italy, but what we can guarantee right now is that we will monitor whatever is done all over the world.
We will be the first to applaud the success of the initiatives but also the first to expose any errors, hoping that these will be as few as possible.
The Pact for exports also talks about integrated promotion, something that is particularly dear to us at Italian Good Living. In fact, the aim is to bring together in a system logic the excellence of Made in Italy in diverse profiles: economic, cultural, scientific and technological, to maximize the impact of promotion operation and contribute to communicating an idea of Italy, whose traditional strengths are combined with innovation, technology, beauty and the quality of made in Italy.
A mission with which we fully identify and for which we not only make ourselves available to the responsible institutions, but which is already part of our daily business.
We know that we will not be alone in this difficult task and above all, we will have Made in Italy entrepreneurs and managers by our side.
And so it’s time to wish us all well in our work!