19.12.2023
The first game-travel in collaboration with Anas starts on 29 December 2023 on RaiPlay. Metis Di Meo at the helm.
“Italia on the Road” is underway, the game travel that aims to make the lesser-known places of Italy’s immense artistic, historical and naturalistic heritage protagonists. Italian 4-wheel tourism and road safety to promote the offer of our country with seasonally adjusted tourism, which highlights the lesser-known provinces of the Bel Paese, through the discovery of routes in our territory that hide opportunities for leisure, adventure and culture and fun.
The programme, created and hosted by Metis Di Meo – face of Rai programs that tell the story of Italy – is a journey in stages between adventures and travel advice. In each episode a testimonial, a character known to the general public and closely linked to the territory, becomes the protagonist by taking on a challenge and telling us about the territory through his eyes. An original format with stories of trips to be taken on 4 wheels, in collaboration with ACI and Anas, which will bring the “Italia on the Road” machines to RaiPlay from 29 December. From Lombardy to Sicily: an experiential concept that is innovative thanks to the formula designed specifically for tourists. The intent is to provide a “turnkey” tool to feel like protagonists and catapulted within the same program. Travel tips and instructions for use on a journey that invites you to make yourself comfortable and prepare for departure to join, stage after stage, in discovering the habits, traditions and customs of the various regions.
The trip focuses on local four-wheel tourism, to encourage sustainable and safe slow tourism, in search of the most ancient roots that recover traditions and folklore, promoting road safety and correct driving behaviour. The branded content is promoted by ACI, the Automobile Club of Italy, born more than a hundred years ago with the aim of promoting motoring in Italy, today able to outline the strategic horizon of a new culture of mobility, always safer and more sustainable. ACI takes us to discover the territories thanks to its structures rooted in the territory, strategic levers for protecting and developing the national tourist economy. Partner of the branded content is Anas (Società del Polo Infrastrutture of the FS Italiane Group), to promote the culture of road safety, a prerogative of the Group. Anas has always promoted concrete initiatives for knowledge and use of the territory capable of defining, as a whole, the strength and value of our country. Sponsor of the episodes is DR Automobiles Groupe, an Italian car manufacturer, which for years has undertaken a communication path aimed at enhancing the naturalistic as well as artistic and cultural beauties of our country. For the occasion it features some models from the EVO brand. The programme, in collaboration with Rai Contenuti Digitali e Transmediali and Rai Pubblicità, is written by Metis Di Meo and Dario Folchi with the collaboration of Denis Falconeri, production director Emiliano Celsi, directed by Andrea Conte. The branded content is produced by Lilith Factory, a cultural hotbed of innovative, educational and informative media products.
Angelo Sticchi Damiani, President of ACI: “Tourism is an Italian engine that has always been fundamental for Italy and the world, especially along ignored routes. History demonstrates this, from Marco Polo to Christopher Columbus who traveled by land and sea, up to Galileo Galilei and Leonardo Da Vinci who also wandered through the stars and planets. Today, Italian tourism generates a turnover of 255 billion euros, equal to 13% of GDP. Last year, over 54 million trips were made by Italians for tourism, mainly by car. Today, therefore, rather than promoting tourism, we must promote a new culture of tourism, to rediscover the entire national territory and not just the most well-known and crowded destinations, along itineraries that are often overlooked or forgotten: we are first in the world for heritage sites UNESCO (58) and 2,400 Municipalities show off at least one museum pearl. For 118 years ACI has been promoting a culture of responsible and sustainable tourism which, like safe mobility, is a key factor for the socio-economic development of the country. Together with RAI, we are launching today a dissemination and educational tool for new forms of tourism, in which protagonists are those who travel on the road in a responsible and sustainable way, to discover and rediscover the enormous historical, artistic, naturalistic and food and wine riches that the world offers us. envy”.
Edoardo Valente, President of Anas (Society of the Infrastructure Hub of the FS Italiane Group): “The road and motorway network of Anas, thanks to its capillarity throughout the territory, allows you to reach the most beautiful and extraordinary places in our country, giving road infrastructures a significant which goes beyond the mere place of passage: a vision which simultaneously places the territory and the road at the centre, which is not considered just a ribbon of asphalt but a source of knowledge, of sustainable development, a driving force for the economy and tourism, generating thus new perspectives and possibilities for the future. The road is therefore not only a connection between places and people, but it is also a vehicle of beauty. The “Italia on the Road” project, thanks to the collaboration with Aci and Raiplay, is a further initiative to enhance the Anas brand which promotes knowledge of the national tourist, cultural and food and wine heritage, to bring to light the best know-how of Italy: its territory”.
Massimo Di Tore, Marketing and Communications Director of DR Automobiles Groupe: “We are deeply in love with our country. We think it’s the most beautiful in the world. We strongly believe in Italianness, which for us means passion, creativity, resourcefulness and tenacity. These are the values that inspire us every day in our work and therefore represent the cornerstones of our communication policy. In fact, for years we have embarked on a communication path that sees our cars contextualised in the most iconic places in the country. Just think of our most important TV commercials, filmed in cities such as Venice, Rome, Naples, Milan, Trento. Last year, in December, we wanted to thank our many customers with a campaign that highlighted Italy’s artistic, cultural and naturalistic heritage. We have already collaborated with Rai Pubblicità on the creation of a previous edition of Linea Verde Explora and have therefore embraced the Italia On The Road project with great enthusiasm. For the occasion we have made available to production two models just launched in the EVO range, one of our 4 brands. The EVO 5 and the EVO 7. Two SUVs measuring 4.50 meters and 4.70 meters respectively. Full-featured cars as standard, very comfortable and equipped with our bi-fuel Thermohybrid system, which allows us to reduce Co2 emissions while also keeping an eye on fuel consumption. The ideal solution, therefore, for traveling to discover our country.”