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Costa campaign delves into the allures of Liguria

This visual shows the color of Genovese houses in places like Camogli, along with the 'Genova nel Cuore' (Genoa in our hearts) and Costa Crociere Foundation symbols
'Liguria: Our home, your next destination' is the tagline of the new television advertisement Costa Cruises and the Liguria Region are launching in Italy to promote the attractions of the area that has been home to Costa for more than 70 years.

It will first appear Dec. 26 on Mediaset channels.

Narration by actor Corrado Tedeschi

The advertisement shows some of the most beautiful and best known places in Liguria, such as Genoa, with its narrow alleys (caruggi), San Lorenzo cathedral and the Rolli palaces, Cinque Terre, Sestri Levante and Bergeggi, near Savona, together with Liguria’s coastline, Portofino natural park waters and Genoa Aquarium. The narrator is the Italian actor Corrado Tedeschi, speaking on behalf of Costa and telling how its ships have been sailing around the world for 70 years but always return to experience the excitement of its birthplace: Liguria.

'We are building on the communication campaign launched with the hashtag #genovanelcuore, one dedicated to Liguria's parks and also one run with Assomusica, in which artists invited people to visit Genoa. All of these were specifically intended to promote our local area, and now, particularly, following the terrible tragedy resulting from the collapse of the Morandi Bridge, a new initiative has been launched to promote tourism, centered around this advertisement splendidly produced by Costa Cruises,' Liguria Region president Giovanni Toti said.

'Gesture of love'

Costa president Neil Palomba called the campaign a 'gesture of love for Liguria, our home, where our headquarters has been based for over 70 years' during an event Thursday in Genoa at the beatiful Villa lo Zerbino. Now that the region needs support, he said Costa will undertake a series of initiatives, led by this campaign, with the aim of achieving tangible benefits for Liguria and continuing the strong partnership and bond among Costa, Genoa and Liguria during the cruise line's 70th anniversary this year.

This was highlighted by the Costa Zena Festival, which brought 100,000 people out into the streets and squares of Genoa on July 7.

Palomba said Costa will continue to support the Liguria Region and Genoa in the years to come with further activities such as a project with Genoa’s city hall that will be unveiled in the coming weeks to support 'our town and her citizens in this difficult moment.' That will be supported by donations from passengers, Costa's contribution for each plate of trofie with pesto (a Genovese pasta dish) served on the ships, among company personnel, friends and travel agencies and through each booking in certain periods.

Costa was involved in every stage of the advertising campaign's development—from creation to production and broadcasting—with creative agency VMLY&R Italia and production company e-motion, and direction by Giancarlo Spinelli.

'The aim of the campaign is very clear: we want Italians to think of Liguria because of all the beautiful things it has to offer: the sea, wonderful landscapes, good food, traditions, art and culture. That's why, as travel experts, we decided to get directly involved ourselves,' Luca Casaura, SVP global & strategic marketing for Costa, said during the launch event.

'One of the best places in the world is our home'

'Having visited the most beautiful destinations in every continent for many years, we can say hand on heart that one of the best places in the world is our very own home. if you want to enjoy a truly exciting holiday, come to Liguria.'

The advertisement will be broadcast for the first time at 9 p.m. Dec. 26 on the Mediaset channels, where it will continue to air for nine weeks. The 30-second and 15-second spots feature different destinations in Liguria. Web, social media and direct marketing activities on channels run by Costa, Liguria and the main Ligurian organizations are also planned, including with a 60-second format.

The production company e-motion and creative director Cristian Comand are all from Genoa, while Corrado Tedeschi is an 'adopted son' and director Giancarlo Spinelli hails from La Spezia. Other contributors included the 'In Liguria' Agency, Genoa Aquarium, Miaygi, Illusion, ETI Solutions, Alessandro Beltrame and Nicola Bozzo.

'Genova nel Cuore'

Two symbolically important logos appear at the end—'Genova nel Cuore' (Genoa in our hearts) which Costa is also using in its new international campaign starring Penélope Cruz, and one representing the Costa Crociere Foundation which supports numerous social and environmental causes in Genoa and Liguria.