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
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
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.