CHICAGO: The Italian Trade Commission has hired Citigate to launch a multiyear integrated marketing campaign to tout Italian-made industrial machinery in the US. PR spending in the program's first phase, which extends into this summer, will be $200,000.Citigate's Chicago and New York offices are managing the account jointly. PR efforts for phase one include media relations with a variety of trade titles, and gathering testimonials from users of Italian machinery, said Candice Warltier, a Citigate director in Chicago.
Phase two, which begins this summer, will target specific industrial sectors such as glass-making. Spending plans for this phase are still being finalized. The campaign will stress themes of flexibility, creativity, and innovation by Italian machinery makers. "This is a unique opportunity for Italian machinery makers to highlight what they have been doing for 500 years since Leonardo DaVinci,
The commission last year hired Citigate Albert Frank in New York to survey American businesses for their views on Italian machinery. That relationship led to Citigate winning the new campaign which also includes ads in publications like The Wall Street Journal.
The commission is a public-private partnership of 14 Italian manufacturing trade associations.