The image of Italy in the world

Altagamma seeks to promote the Italian lifestyle and our culture of excellence to the outside world. Between 2009 and 2010 it pursued a project aimed at promoting the image of Italy in the world, which has so far given rise to two parallel initiatives. A study group carried out an analysis on the perception of Italy’s image abroad, examining its strengths and weaknesses, and suggesting guidelines for the correct and effective communication and promotion of the Italy “brand”. The working group was coordinated by Andrea Kerbaker and, in addition to Armando Branchini and Francesco di Lauro of the Altagamma Foundation, was made up of Stefano Boeri, Italo Lupi, Paolo Anselmi, Paolo Proietti, Davide Rampello, Severino Salvemini, Giorgio Van Straten, Giampaolo Fabris, and Marco Vitale. The work resulted in the publication of the book Bella e Possibile (‘Unsurpassed yet underrated’) by Skira, the English translation of which is available here. At the same time, 50 lifestyle journalists from all over the world, together with a number of foreign press correspondents in Italy, took part in a programme to promote the excellence of Italian culture, which enabled them to acquaint themselves with the best Italy has to offer, combining visits to Altagamma companies with an introduction to some of the most valuable cultural and natural sites in Italy.