2013: America discovers Italy
A year long journey: the Year of Italian Culture in the United States.
A journey that will communicate and promote our Country, engage and enthuse Americans, strengthen the bonds that unite us and create new ones.
A journey that will reveal today’s Italy, its brilliance and its excellence anchored in the present and driven by an unparalleled past, it will present an Italy of innovation moving forward, engaged in projects and looking ahead.
The concept of 2013 as a showcase of Italian culture and what it means to the American public is an ideal opportunity to promote Italy as a whole in both the cultural thematics and the economic features of the Italian Brand.
In short, the approach is to strategically affirm the Italian system from the perspective of cultural economy, in other words, presenting culture not only in its traditional form of historical and artistic legacy, but as a dynamic asset that gives value to the whole system.