ROME: The city of Rome is on the verge of appointing an agency to promote its millennium activities and raise its profile throughout the world as a tourist destination.
ROME: The city of Rome is on the verge of appointing an agency to
promote its millennium activities and raise its profile throughout the
world as a tourist destination.
The city’s department of foreign relations and tourism has issued a
tender for an international PR campaign slated to run through 2001.
A number of major international agencies were said to have pitched for
the business, and a decision is expected to be announced within the next
Millennium fever seems to have prompted Rome’s PR push. The home of the
Colosseum wants to be seen as a prominent Y2K - and beyond - attraction
in its own right, rather than merely a place to usher in the new
The PR program will emphasize that Rome’s slate of millennium events
will last for nearly a year, rather than for a mere 24 hours.
Rome’s preparations for the big night have been heavily criticized in
the UK press.
Given the 30 million visitors expected to descend upon the city, PR
might also be needed within the city’s limits: several commentators have
pointed out that Rome is congested with its own four million
inhabitants. A spokesman for the Comune di Roma, however, denied that
the PR initiative was designed to combat these and other negative