When the Italian region of Umbria wanted to grab the attention of New Yorkers looking for a European getaway, DCI saw a perfect opportunity to unveil this hidden jewel in a weeklong series of events in New York City. DCI focused on highlighting the attractions that lure visitors to Umbria. Positioning the region as the ideal destination for a relaxing, secluded and pristine vacation, DCI coordinated a series of cultural events including wine and food seminars, a fashion exhibit, and a jazz concert.
DCI spearheaded an intensive public relations campaign targeting travel, food, wine, art and fashion media. DCI’s background in Italian wine and specialty food was uniquely advantageous in delivering the best possible media coverage. Each event emphasized Umbria’s unique qualities: agriculture, music, history, and culture.
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REAL RESULTS
A five-day festival held at the Helen Mills Theater, a jazz concert and gala dinner at Birdland Jazz Club, and an evening piano concert at the Guggenheim were some of the spectacular Umbria events that took place around New York. With key press at each event, the seminars, dinner parties, and jazz concerts became the buzz of the city and were featured in publications such as THE NEW YORK TIMES, THE NEW YORK OBSERVER, AM NEW YORK, NEW YORK DAILY NEWS and TIME OUT MAGAZINE. Editors from top travel and lifestyle magazines such as O MAGAZINE, CONDE NAST TRAVELER and PEOPLE were also in attendance at several events. The combined editorial coverage for the Umbria events reached over two million readers. The region is now enjoying an increase of media attention promoting Umbria's food and wine, culture, art, and history. The surge of media attention is also helping to achieve the ultimate goal of the promotion: increased travel to the region. |
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