I love the sea of Umbria

"Io amo il mare dell'Umbria" (I love the sea of Umbria): this is the new curious, impactful, memorable, simple and exhaustive concept created by the Armando Testa Agency which was entrusted with the creation of the new integrated communication project to support the restart of tourism in Umbria. The campaign, capable of attracting new visitors, started Sunday 16 May on TV, press, radio, digital and social media.

Umbria has long been called the green heart of Italy, Armando Testa explains. This green heart, pulsating and alive, is the only region in central Italy not touched by the sea. Or at least this is what the geography tells us. But what do our sensations tell us instead when we find ourselves immersed in this splendid region? Are we really so sure that the sea is missing?

The new communication campaign for the region Umbria intends to deny this geographic certainty: I love the sea of Umbria. If in fact it is true, says the Agency, that Umbria lacks the sea as it is commonly understood, it is also true that this region possesses other seas, equally extended, deep and evocative: a sea of experiences, of histories, of paths, of shades, of tastes, of music and sounds... The campaign closes with an ironic tone of voice in order to disprove once for all the geographical certainty: Umbria lacks only the sea. Or maybe not!