The fourth edition of Panorama d’Italia, the live & media experience of Panorama, kicks off on 5 April to talk about Italy directly from its streets with initiatives and events open to everyone. After the record-breaking 2016 edition, the Mondadori Group newsmagazine, edited by Giorgio Mule, returns to celebrate the protagonists of the best of Italy in the business world, the economy, culture, science and food and wine, in 10 new stages taking in 13 Italian cities between April and November, with a successful award-winning format and many new features.
An authentic consecration of a now tried and tested formula of talk shows, debates with the protagonists of national politics, conferences, shows: in three years some 13 million people were reached by the tour and the public who intervened directly at the various appointments in the 30 cities amounted to some 320,000 thousand, with 1,123 guests and speakers (including 17 ministers, 15 Regional Presidents and 26 mayors), 1,210 media mobilised for 636 events, all open to the public, 511 entrepreneurs involved round table discussions with the participation of over 1,800 companies (including 500 innovative start-ups) and, finally, 37 universities and a total of 121 sponsors.
“Like all creatures, in this case editorial, also Panorama d’Italia has its own development path,” said the editor of Panorama Giorgio Mule. “After making the week dedicated to Milan permanent, this year, in addition to the 10 Italian stages, we decided to take a leap: to America. So, it is with considerable pride that we are launching This is Italy – Parts Unknown, a twin of the Panorama d’Italia that will be in New York in the autumn. We did this following in the path laid out by the President of the Italy, Sergio Mattarella. In fact, in October 2016, the President encouraged Panorama d’Italia to “enhance the excellence in which Italy is rich, and to expand knowledge and confidence in the future.” And that is what we will do in this, even richer, edition of Panorama d’Italia and that’s what we’ll do in New York with This is Italy – Parts Unknown,” Mulè concluded.
The stages of the tour and the American “expedition”
In 10 stages from April to November, Panorama will cross Italy from north to south, involving local excellence and prestigious guests, moderated by the magazines leading journalists and others. For four days each city will host a full calendar of events in the most representative places in close contact with the protagonists.
We get started in Turin (from 5-8 April) and then make a stop in Bologna (19-22 April), Pavia (17-20 May), Spoleto, Norcia and Montefalco (7-10 June), Bari (28 June-1July), Trieste and Udine (6-9 September), Olbia (27-30 September), a special stop in Milan (15-21 October) and, finally, Caserta (8-11 November) and Dubrovnik (22-25 November).
This year these dates will be supplemented by This is Italy – Parts Unknown, a special stage in New York, from 31 October to 2 November: three days of events with a programme entirely dedicated to the discovery and celebration of our country through food and wine, business, fashion, design, art and culture. A showcase of excellence, thanks to the collaboration of Italian Business and Investment Initiatives and the support of the prestigious US Council on Foreign Relations, that includes four workshops dedicated to companies that have been able to put down roots in the United States, the excellence of Italian food and manufacturing, the best practices of Italian institutions and the capacity of cities to modernise. During a gala dinner at the Harvard Club, Italian & American Leadership awards will be presented. Among the Italians to be awarded will be the tenor Vittorio Grigolo, the football player Andrea Pirlo and the chef Vito Mollica.
What’s new in 2017
There will be a number of new features in the 2017 edition, which confirms the most popular of appointments recent years and will expand the range of initiatives with new partners and new projects.
A city in the mirror: Inthera, a company of the Mondadori Group, will conduct research dedicated to the territory of each stage to find out people’s views on work, their faith in and expectations for the future, their sense of belonging, social values, and their level of satisfaction with available services. The research will also examine issues related to consumption and buying propensity.
Focus meetings: after the extraordinary reception of last year, Focus will double its presence in the Panorama d’Italia programme, with four the events organised in every stage by Italy’s most widely read magazine, with 5 million readers, and edited by Jacopo Loredan. The novelty of 2017 is “Health on a plate. Discovering the truth and misconceptions about food”, a new format dedicated to nutrition and health, that will take the form of a Q & A with researchers and industry experts. Also making its debut this year is “Discover the past, understand the present”, which with Focus Storia will look at current events through episodes and events which have their origin in the local history of our country.
Also confirmed is the appointment with astronomy, which last year saw the astronaut Umberto Guidoni “Walking in space” with scientists and astronauts from the Italian Space Agency (ASI-Agenzia Spaziale Italiana) and the European Space Agency (ESA). Another repeat feature is the meeting dedicated to the environment with “Pollution and climate change: a changing earth”, in collaboration with the Department of Earth Sciences and Environmental Technology of the CNR, the Italian Air Force and Greenpeace Italy. During the event secondary school students will be the protagonists of a training workshop organised by Focus journalists.
Startups and innovation: the title is “Eureka: an idea becomes a business”, and it is a Panorama d’Italia competition that rewards business ideas and the most innovative projects aimed at the collective well-being of local communities. A panel of industry experts will award the idea and the most innovative start-up with a week of intensive training in New York as part of the “One Week Accelerator Program NY organised by the Italian Business & Investment Initiative.” An extraordinary showcase for business opportunities across the Atlantic for makers and startuppers from the nine regions involved in the tour and operating in the sectors of mobility; green economy; environmental health; youth and schools/work; tourism; wellness and lifestyle; integration and multicultural initiatives; an cyber security.
Projects for schools: students from the schools in the territories involved in the tour will have an increasingly active role in the 2017 edition of Panorama d’Italia. The new feature this year is called “Treasures of Italy: the city speaks”, a contest with which Panorama will rewards a high school with an entire computer room provided by Lenovo. To participate, students will create a photographic and/or journalistic reportage, a promotional video, an artistic artefact, a painting, a poem or a short story on the theme of beauty linked to the territory visited by Panorama d’Italia. In addition, Panorama has donated more than 7,000 books to colleges in previous years thanks to the “100 books for a school” initiative, enriching the libraries of the schools that have won the competition, which returns this year. This also includes “The beauty of Milan”, the initiative that in 2016 gave Milanese high schools the opportunity to make a special edition of the school newspaper, and then awarded 10 students with an internship at Mondadori, part of a combined school and work programme. This year, as well as books for the school library, participants can also win computers and other technological tools for their school.
Naturally, there is the Milan stage of the tour, which, after the extraordinary success of 2016 – with 22,000 participants and 54 events over 7 days – this year will be held from 15 to 21 October. Among the guests will be Benji & Fede, the pop duo favourite of the very young, and stars of a unique event in favour of the charity Lega del Filo d’Oro.
Cooking classes: in addition to the usual space given to culinary excellence with show cooking events featuring best chefs and meetings with personalities from the world of food, this year the taste experience is enriched with cooking classes in collaboration with Eataly: group lessons experts and focused on recipes, to be tried out in the company of friends and family, and special moments even for children.
On the occasion of the triple stage in Umbria, there will be a big concert in Spoleto to celebrate the territory in a special evening of music and solidarity and with the special participation of Serena Autieri. The popular musicians Giovanni Allevi and Niccolò Agliardi have already signed up for the show.
Meanwhile, a Panorama d’Italia info point will be a fixed feature in 10 cities throughout the duration of this stage, and in other areas there will be an alternating series of institutional and entertainment events. As always, the protagonists are artists, musicians, writers and celebrities, with exclusive interviews, presentations, showcases and previews.
An appointment reserved for the cinema, and curated by Piera Detassis, editor of Ciak and president of the Fondazione Cinema per Roma, will be especially dedicated to actors and directors.
Among the inevitable appointments with art, we will once again feature Vittorio Sgarbi, an exceptional guide to the artistic heritage of the area. Meanwhile, The Secret City, guided tours of palaces and other places of art generally closed to the public, will bring to light the hidden treasures of each city. An opportunity to rediscover the beauty of the area is also the purpose of the bike tour organised by EICMA, which with a special appearance by Roberto Giacobbo who will guide participants around a series of monuments and architectural treasures. Among the recurring guests there will also be the editor of Chi Alfonso Signorini who will conduct exclusive special talk shows with the most popular show business personalities of the moment.
Panorama will also renew its commitment to training and work: once again this year Panorama d’Italia will provide opportunities for young high school graduates, university undergraduates and graduates to participate in panel discussions and individual orientation sessions, in collaboration with the HRCommunity Academy Italia, with the HR managers of leading companies in the area.
Also our charity partnership with the Lega del Filo d’Oro will remain central with a contribution to the construction of the new Osimo Centre, an entirely new home for the deaf and blind and multi-disabled. Fundraising efforts are brought to life thanks to our collaboration with Cruciani, which has created a new limited edition bracelet especially for the occasion, to be sold exclusively at the events of the stages of the tour and on the Lega del Filo d’Oro web site. All proceeds from the sale of the bracelet will go to the charity association.
Panorama d’Italia online
The main events will be visible live on Panoramaditalia.it, on the Panorama.tv channel and on Facebook. Over the past few years we have broadcast more than 540 hours of live streaming of events, as well as live updates, photos and videos from the stages in progress. The site dedicated to the tour will this year provide an area for recording the events, which will offer a free three-month subscription to the digital edition of Panorama.
You can share all your impressions and experiences from the events of Panorama d’Italia on all of the leading social networks using the hashtag #panoramaditalia. The Twitter account @panoramaditalia will comment in real time on all the most important moments involving the protagonists of the events. Users of the social community are currently are 350,000, with 5,665,000 total views on Facebook alone.
Panorama d’Italia is fortunate to be able to count on the support of high-level partners, who share the same commitment to the promotion of Italian excellence around the country and the world. They include: Ab medica, Autostrade per l’Italia, Cobat, Eataly, EICMA, Enel, Grimaldi Lines, IBM, Intesa San Paolo, Lenovo, Lottomatica, Università Telematica Pegaso, Poste Italiane, Sicily by Car, Teva. The charity partnership with the Lega del Filo d’Oro will accompany all tour dates. In addition, stage by stage, there will also be active media partnerships with leading local newspapers, and TV and radio stations.
Panorama d’Italia is produced in collaboration with Triumph Group International for executive production and logistics; the registration platform is managed by The Rocks, while the digital strategy is developed and run by FPS Media.