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fr Beach vacation tops Germans' wish list for summer 2021, and Italy ranks, for the first time in years, second after Spain among favorite destinations. Mostly people want to travel by their own car to reach their vacation destination and 'be able to get back quickly in case of need, both of which play in our favor.
Apt Servizi and Destinazione Romagna will launch a TV campaign aimed at the German market on the family target.
"Romagna, the Italian Dolce Vita. Nothing closer!" is the invitation that will be addressed to German families with a commercial starting April 19 and running until May 16 and, then from June 28 until July 11 on German national TV channels (PRO 7, SAT 1, KABEL EINS) and on specialized channels (SIXX, Sat 1 GOLD, PRO 7 MAXX, Kabel 1 Doku, with programming focused on the most strategic time slots, from 5 to 8 p.m. and 8 to 11 p.m., that will guarantee 98 million total contacts.
Also planned are more than 1,500 airings on the Web TV of "Wetter.com," Germany's most popular weather forecasting site, which boasts 640 million visitors a year.
The TV spot was shot in Romagna in August 2020 by Norbert Kneißl, a Berlin-based director who has worked on productions such as Bourne Supremacy and Mission Impossible III and has made commercials for clients such as Siemens, Coca Cola and Sony Music.
It stars a real German family - father, mother and three children - from Munich. In 20 seconds the commercial manages to communicate, through a roundup of vivid images full of sun, sea, striking views and the inevitable Romagna food, the "Dolce Vita style" atmosphere typical of a vacation in Romagna.
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