Year: 2011
Isbn: 978-88-95962-89-4
Italy is betting on its future. During times of economical crisis Italy will need the strength to pick up the slack and show up the proper Italian know-how: luxurious, beautiful and good things. This means that we will need to reinvent Italy and our future.
In order to do so, Italy has a great opportunity: a great bet on Milan Expo 2015. This means making a great event out of the Expo and creating communication out of the event.
The goal of this book is to suggest how to set up the Expo in the best way, how to organize it, how to apply it to digital evolution and advertising, how to organize events outside the Expo, what will be the new role of tourism, what will be the "business card" for Italy's revival. This book will be like a small tessera centred on the importance of highlighting Milan 2015 Expo through communication skills; if this communication fails, it risks having a boomerang effect.
