'Viva Italia' campaign launched with Italian Trade Agency
Renowned Italian fragrance, living and mobility brands take part
CJ OnStyle has partnered with the Italian Trade Agency (ITA) to run an integrated online and offline campaign called "Viva Italia" through Sept. 13, the company announced Thursday.
Themed "Italy in Seoul," the campaign spotlights premium Italian brands. A pop-up store on Garosu-gil in Seoul captures the local lifestyles of Milan, Rome and Naples and traces the histories of the featured brands. A mobile promotional event has also been prepared to broaden customer reach.
Participating brands include niche fragrance Acqua di Parma, Italian deodorant staple Borotalco, scooter maker Vespa, 140-year-old bicycle brand Bianchi, premium olive oil Muraglia, iconic Italian moka pot maker Bialetti, design furniture label Magis, lighting brand Artemide, premium bed maker Dorelan and Italian footwear brand Geox.
Acqua di Parma, which already enjoys strong name recognition in South Korea, is set to be featured in a mobile live-stream at 8 p.m. on Sept. 3.
CJ OnStyle said it will focus on delivering each brand's story through compelling content. "This is a global sourcing project that combines ITA's local network with CJ OnStyle's sourcing and content commerce capabilities to discover and introduce premium Italian brands," a company official said. "We will lead a differentiated premium lifestyle through product curation and content tailored to customer tastes."
soho0902@heraldcorp.com
