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Italy is simply extraordinary: Be IT

“Italy is simply extraordinary: be IT” is an international communication campaign in support of Made in Italy. The campaign, launched in conjunction with the Italian Trade Agency (ITA) by the Ministry of Foreign Affairs and International Cooperation, promotes the internationalisation of Italian products and industries. The purpose is to relaunch Italy’s global image, attract resources and investments, and strengthen exports and tourism.

Landing page CZ:

Video: Italy is... Italy is passion and style, heritage and diversity, innovation and creativity. But there’s so much more to it. It is about making exceptional things: curiosity and dedication, bravery and imagination, expertise and precision… It is our brand, cool and unique: Italy is simply extraordinary. Be It.

Video: Italian Passion is...Whether in sport or science, research or design, Italian passion is a force to be reckoned with. It fuels commitment and ignites excellence. It comes from afar and drives us forward.

Video: Creativity  A ubiquitous force, the spark that ignites the conception and production of premium goods: in Italy creativity goes beyond talent, it outpaces artistry, and is even more profound than originality.

Video: Heritage  4000 museums, 6000 archaeological sites, the largest number of Unesco world cultural sites… And this is only a fraction of our heritage.

Video: StyleUnite quality and aesthetics, mix them with elegance and refinement, add a generous pinch of beauty: doesn’t this sound like the perfect formula?

Video: Innovation Startuppers for more than 2000 years, alchemists of inventiveness… Innovation has always been our trademark, and it will continue to be so in the years to come.

Video: Diversity At the crossroad of ideas and stories, the meeting point of Mediterranean cultures, a place made of infinite places. In Italy, diversity is everywhere: it’s the trigger that turns every challenge into an opportunity.


Listen to IT

Are you ready to embark on an extraordinary Italian cultural adventure?
Follow the two protagonists of “Let’s do IT,” a special podcast produced by the talented authors of the Holden School, the Turin-based creative writing academy founded by world-renowned author Alessandro Baricco. Tune in to immerse yourself in a magnificent experience through the history, people and culture of an amazing, timeless place: Italy!

Episode 1     Episode 2     Episode 3


Narrate IT

Discover Italy through six narratives told by senior authors at the Scuola Holden, the creative writing academy funded in Turin by world-renowned author Alessandro #Baricco. These stories are an exploration of warmth and diversity that have long defined Italians, and the great innovators who have left a lasting legacy, a trail that illuminates the way forward to this day.

Made in Italy: Passion / Creativity / HeritageStyle / Innovation / Diversity


Start IT Up

Join the first call for the most innovative Italian start-ups operating in key sectors of ‘Made in Italy’. Apply for your company to receive tailored awards, access to a variety of prestigious global startup programmes and events, and worldwide visibility. Info HERE


There is so much more to IT

Art & Culture, Food & Wine, Automotive, Research & Innovation, Design & Furniture, Territory, Ciclying


Brochure Excellence. Italian Main Productive Sectors