ITC launches "Machines Italia" campaign in U.S.

Date: 6 April 2002

The Italian Trade Commission (ITC), in a public-private partnership with 15 sector-focused machinery manufacturers associations, announced the debut of a multi-million dollar, multi-year integrated marketing program for Italian-built industrial machinery.

The "Machines Italia/Turning Innovation into Productivity" campaign launches with an ad in the Wall Street Journal featuring the headline "Whatever you make, Italian innovation makes it better." The goal of the campaign is to expand the market for Italian machinery in the U.S. by promoting three key benefits of the machinery: flexibility, creativity and innovation.

The "Machines Italia" initiative marks the first time that the private Italian machinery manufacturers associations, representing 14 industries and over 10,000 companies, along with the ITC - a government agency - are coming together for such an effort. Participating industry sectors represent a broad spectrum of Italian firms, include companies involved in the production of equipment for agricultural, ceramic, construction and earth moving, food processing, foundry, glass, graphic and converting, leather and tannery, metalworking, marble, packaging, plastic and rubber processing, textiles and wood.

"Machines Italia" is an outgrowth of a first-of-its-kind quantitative study of the American industrial market conceived and managed by New York-based business-to-business advertising agency Citigate Albert Frank, and conducted by Roper Starch Worldwide in 2001. Researchers examined attitudes towards Italian machinery among American manufacturing decision-makers.

The ITC campaign is modeled in part on another successful integrated marketing program undertaken by the Italian government two decades ago to increase awareness of Italian wine quality among American consumers. As a result of the program, said Luongo, "American demand for Italian wines skyrocketed. Today, Italy is the number 1 exporter of wines to the U.S in terms of volume quantity."

600450 ITC launches "Machines Italia" campaign in U.S. glassonweb.com

See more news about:

Others also read

Apogee Enterprises Inc. reported level sales but an increase in earnings for the third quarter of its fiscal 2003. Bloomington-based Apogee, which makes glass products and services, said the earnings increase was mainly the result of improvements in its architectural glass business.
William A. Wulfsohn, vice president and general manager of Nylon System for Honeywell International, has been named vice president of European coatings for PPG Industries (NYSE:PPG) and managing director of PPG Europe. "Bill will play a vital role in helping our European coatings businesses achieve their full potential," said Michael A.
Bystronic is to take over Armatec Vierhaus GmbH with effect from 1 January 2003. For Bystronic, a global supplier of system solutions for the manufacture of architectural and automotive glass, the takeover of Armatec, which specialises in laminated safety glass and handling systems, ideally complements the Bystronic portfolio.
The butterflies at Melbourne Zoo have gone upmarket with a new accommodation wing featuring Pilkington glass.
Owens-Brockway Glass Container Inc., an indirect wholly-owned subsidiary of Owens-Illinois, Inc., (NYSE: OI) announced today that is has closed on the sale of $175 million principal amount of its 8-3/4% Senior Secured Notes due November 15, 2012.
Southwall Technologies Inc. (NASDAQ: SWTX), a global developer, manufacturer and marketer of thin-film coatings for the automotive glass, electronic display and architectural markets, has named Michael E.

Add new comment