by Maurizio Troccoli
We return to talk about the Umbrian brand of Umbria, that is its promotional logo, for tourism and commerce, because if the opposition asks ‘what happened to the new logo’, the majority replies that it is ready. On Friday morning, the secretary of the Democratic Party and regional councilor Tommaso Bori returns to the office after more than a year from the beginning of the work for the new brand identity of Umbria, stating that nothing has been known about it, beyond the fact that I am a million and a half euros were spent without knowing what for.
Bori Specifically, he speaks of the “maximum contract value of 1,463,000 euros”, invested to ask the agencies ‘Armando Testa’, together with ‘Eprcomunicazione’, ‘Benefit’, ‘Media Italia’ and ‘In Testa’, to realize the new promotional symbol of Umbria, capable of being immediate, for its identity characters: the landscape, but also the food and wine resources, the spirituality, the history. Bori teased the Region on the fact that “of the 819,000 euros (excluding VAT), approximately 350,000 euros have been materially invested in the design of the new brand, figures that appear well above the costs that on average require activities of this type”. He therefore wants to know in the meantime what result would have been reached, “which choices led the council to decide to reserve an investment of this magnitude for this activity, since to date there are no clear reasons for the need to” re-brand ” Region and according to which items of expenditure the funding has been divided “
Agabiti The Councilor for Culture Paola Agabiti, reached by Umbria24, replied that the new umbrella brand “is ready”. “And it is, in my opinion – she adds – a job well done, very satisfying, she was able to interpret the mission that had been assigned with an appreciable capacity for synthesis”. Agabiti announces that being «in the pre-adoption phase, now begins a path of sharing with the territories, starting with the mayors, communities and representatives of various categories, protagonists of the economic vitality of our region. The appointments will be in the main towns of Umbria in the first 10 days of October. Then the new umbrella brand will be presented at the ‘Ttg Travel Experience of the Rimini Fair, next October 13th ». The commissioner wants to reiterate two concepts, also expressed previously: «No intention of touching or replacing the ‘three candles’ that remain the institutional logo of Umbria. But, for the first time, our region has an umbrella brand, a brand identity tool that will allow us to give strength to the image of Umbria in the world ».
What happens now A ready regulation indicates the next actions. In the tender, «atri two million, to attack the markets of Germany and the United States. About eight hundred thousand for the first year and six hundred thousand for the second two years. A significant effort to which will be added the resources necessary to purchase advertising space to circulate this material and those necessary to produce new signage (a cost currently not quantified but with large figures if we take into account, for example, parks, museums and many other places) and all the materials necessary for the use of the new brand “
Opposition: “What happened to the new brand of Umbria?”. Region: “It’s ready”