Rome launches PR push to draw millennial crowds

The City of Rome is on the verge of appointing an agency to promote it as a tourist destination internationally.

The City of Rome is on the verge of appointing an agency to promote

it as a tourist destination internationally.



The City of Rome Department of Foreign Relations and Tourism issued a

tender for the implementation of an international PR campaign from

1999-2001 in May. A number of European networks pitched and a decision

was being made as PR Week went to press.



The home of the Coliseum is keen to be seen as a destination in its own

right aside from the millennium night celebrations and to emphasise that

its programme of millennium events extends for 350 days not just one

night.



Rome’s preparations for the big night have been heavily criticised in

the UK press as chaotic and to be avoided. The city expects 30 million

visitors, a number that has horrified some commentators who point out

that it is very congested with just its own four million

inhabitants.



However, a spokesman for the Comune di Roma denied that the initiative

was designed to combat negative comment.



He added that the city may look for an agency to help it tackle bad

press specifically, but that it had no concrete plans at the moment.



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