Promotional action in Milan, Italy

The Spagna a Milano promotional action, aimed at attracting tourists from the Italian market, features Dalí’s work and the tourism offer of the Costa Brava.

The Patronat de Turisme visited Milan to promote the tourism offer of the Costa Brava and Pirineu de Girona brands, coinciding with the opening of the Salvador Dali exhibition in the city’s Palazzo Reale and with the Spagna a Milano promotional action organised by Turespaña at the end of September.

As part of the Spagna a Milano promotional action organised by Turespaña in Milan from 27^th September to 9^th October, the Patronat de Turisme Costa Brava, together with the Catalan Tourism Agency, the city of Lleida and other Spanish destinations, took part in the promotion of the destination in the Italian market.

The promotion consisted of placing mobile tourist information points in four central locations of the city, where visitors could obtain information on the tourist destination.

At the same time, coinciding with the opening of the Salvador Dalí exhibition at Milan’s Palazzo Reale, open from 22^nd September 2010 to 30^th January 2011, the Patronat de Turisme and the Elipsos train placed a tourism information stand at the exhibition entrance from 22^nd to 29^th September that introduced exhibition visitors to the counties of Girona, the geographical area that was so closely linked to Dalí and repeatedly referenced in his work.

The exhibition was presented to the Italian press on 20^th September. The presentation was attended by Dolors Batallé, Director of the Patronat de Turisme Costa Brava Girona, and by Montse Aguer, Director of the Centre for Dalinian Studies of the Gala-Salvador Dalí Foundation.

Prior to this promotional action, and also in relation to the Salvador Dalí exhibition in Milan, the Patronat de Turisme organised a press trip for seven journalists from Italian media outlets from 13^th to 16^th July. A group of professionals and businesspeople from the Girona tourism sector showed them the three Dalí museums and the special features of the coastal and inland areas of the destination.