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Name of the Campaign: Gay Village
Initial situation: Gay village is one of the major events of the “Roman Summer”. Till now was confined to gays, and its image too provocative.
Campaign objectives: To highlight that everybody, not only gays and lesbians, can have fun at the village.
Creative strategy: Focus on passions and on the freedom to live them in the same place, wherever is your sexual inclination.
Total marketing expenditure: 500k Rome area.
Campaign results: Raise of participants and 50/50 rate LGB / etero. |
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