3 semester credits. Italian destination cities immediately conjure up images of the art, food, fashion, wine, and culture in which their fame lies: fashion shows and La Scala in Milan, Renaissance art in Florence, Brunello wine in Montalcino, the Biennale and Carnevale in Venice. This course will explore how creative advertising strategies have been produced and implemented, their effect on city branding, and the proliferation of creative areas in destination cities. Additionally, students will gain an understanding of media planning and buying, including target audience identification, media strategy development, and evaluation of media options. Case studies of both well-established metropolises and developing destinations will be examined to provide practical insights into successful advertising campaigns.
