FROM LOS ANGELES TO HERACULENEUM AND BACK, A JOURNEY THROUGH TIME MADE POSSIBLE THANKS TO THE CONSULATE GENERAL OF ITALY, ALITALIA
AND MARCO TESTA LOS ANGELES.
A host of activities to promote tourism to Italy has been launched in Los Angeles by the Consul General Antonio Verde. In close coordination with the Italian Embassy and the Ministry of Foreign Affairs a wide range of initiatives are being supported as part of the government campaign to relaunch the image of Italy in international markets.
The program was inaugurated during a public event at the Villa Getty Museum in Malibu, aimed at illustrating the long-standing collaboration between the National Archaeological Museum of Naples (MANN) and the well-known Californian cultural institution, the even richer calendar future of joint projects was also presented. First of all, the great exhibition on the treasures of the Villa dei Papiri of Herculaneum that will be hosted in the spring / summer of 2019 at Villa Getty, the prestigious museum complex dedicated to classical antiquity. The structure of the Villa Getty recreates the architecture and decorations of the Villa dei Papiri. A key aspect of this collaboration includes the imminent arrival in Los Angeles of the Ebbro Satyr from Herculaneum, a statue of enormous artistic and archaeological value that, thanks to the synergies between MANN and Getty, will undergo a delicate restoration operation in Malibu, in view of the great event of 2019.
“This is an invaluable opportunity for cultural exchange and operational integration between two of the most prestigious museums in the world”, emphasized Consul General Antonio Verde during the presentation at the Getty. “This also represents a fantastic opportunity to raise awareness of the excellence of a region such as Campania which is so rich in archeology, culture, tourism and business.”
The communication campaign was designed by MTLA – Marco Testa Los Angeles, a communication agency in the Armando Testa Group with a branch office in Hollywood. As well as promoting tourism and cultural activities in Italy it also includes a competition, with a prize of scheduled round-trip flights between California and Italy generously donated free by Alitalia. The campaign starts in July, and is divided into a month of press releases in the prestigious LA TIMES, a digital banner and advertorials are also planned.