The second edition of Panorama d’Italia, the tour made by Panorama, the newsmagazine edited by Giorgio Mulè, which this year ran from March to November taking in ten Italian cities, to recount the best of Italy directly from the territory, has closed with record numbers.
Panorama’s live & media experience reached 4 million people, including readers, web users and direct participants of the tour. The objective of the tour was to open a dialogue with citizens and to establish a link with the excellence of Made in Italy in the world of business, the economy, culture and food, through a programme of initiatives and events open to everyone.
All the numbers of the tour were up on the first edition held last year: 110,000 people physically turned out at the appointments; community members on social media totalled 276,500, with a total of 2,780,00 views on Facebook alone. As well as 375 guests and speakers, 500 media mobilized, 191 entrepreneurs engaged in roundtable discussions with the participation of 600 companies, including 180 innovative start-ups, 15 universities and a total of 37 sponsors.
There were also prestigious institutional interventions: from the “blessing” of President Sergio Mattarella who gave the inaugural address at the tour’s start from Naples and a final greeting during the final stage in his hometown of Palermo: “Italy must start again from Italy,” the President said, “in order to have a voice in Europe and in the world, where it’s needed.” Moreover, the various stages of the Panorama tour of Italy was attended by national officials of high standing: 6 government ministers, 8 Regional Presidents and 8 mayors, all of whom met citizens during public events on current affairs. After the opening stage in Naples, the tour visited Vicenza, Pisa, Varese, Matera, Trento, Spoleto, Modena, Bari and Palermo.
“To report on on the best seen close up, in all the areas that make our country unique: this was our mission,” said the editor of Panorama Giorgio Mulè. “We tried to do it with all our strengths, offering 400 pages of the magazine, and 160 hours of live streaming, taking up the invitation of President Mattarella to recount the beauty that is there. The numbers and enthusiasm that we have encountered tell us that we succeeded. And this is why Panorama d’Italia is an experience that must not and will not end here. We will start again next year with a new adventure visiting 10 other cities, because there are still so many treasures in this great country, that are worth is worth recounting from close up,” said Mule.
A number of protagonists from world of music and entertainment accompanied Panorama’s journey through Italy from north to south, including Fedez, J-Ax, Edoardo Bennato, Il Volo, Malika Ayane, Mara Venier, Lino Banfi, Nino Frassica, the guys from Braccialetti Rossi and many other guests from the world of film, TV, theatre, literature and art.
And art itself was the great protagonist of the keynote address made by Vittorio Sgarbi, at the Capodimonte Museum in Naples, the Teatro Politeama Garibaldi in Palermo, the Petruzzelli in Bari and the Gian Carlo Menotti in Spoleto, among others. Culture was a running theme, with special attention given to books, that were a constant feature of all stages: indeed, Panorama gave a gift of books to four schools in each city, the selection earned by the students who were best able to explain why book’s are important; or presented by the authors themselves, including Valerio Massimo Manfredi, Nicola Lagioia, Maurizio De Giovanni and many more.
Many companies also embraced the spirit of the tour and followed Panorama on its journey, both accompanying the entire project and with both targeted events on one or more specific stages: companies who created, together with the magazine, an opportunity for a qualified encounter with their public. The main sponsors of the entire tour were: Autostrade per l’Italia, Banca Mediolanum, EICMA, Enel, Eni, Grana Padano, IBM, Invitalia, MSC Cruises, Università Telematica Pegaso, in addition to the charity partnership with the Lega del Filo d’oro.
Panorama d’Italia was developed in collaboration with The Triumph Group International, for executive production, organisation and logistics, while the digital platform and strategy were managed by H2H.