Absolute Italy Lifestyle: how Italy is seducing ChinaFebruary 5, 2018
Absolute Italy Lifestyle is the new project that aims to create an Italian "heaven" in China. Together with Taste Italy!, the Chinese company owned by Business Strategies and Shanghai Morning Post, the project has a clearly declared goal: to make Italian wine more known and familiar in China, through an integrated promotional action targeted on consumers.
The program takes shape from the Taste Italy! Wine Acadenty, the first Italian wine school entirely dedicated to Chinese consumers, and will be sponsored by the most famous chinese newspaper (750,000 copies daily).
Absolutely Italy aims to spread the Italian lifestyle in China on a widespread level: from food and beverage to basically everything else, it will count on the fundamental support of the famous Shanghai Morning Post and its many media and social platforms. One of the social networks involved in the project will be Wechat, widespread in China, a dedicated website and an ecommerce.
According to Silvana Ballotta, CEO of Business Strategies and Taste Italy!, "The cultural gap is the cause of our lack of presence in the Chinese market. For this reason we consider it essential that media such as Shanghai Morning Post have decided to be a part of our project on a multi-channel strategy, from training to communication, from editorial tools to sales".
" We will build a bridge between Italy and China, and we will do it through the Italian lifestyle", declares the Shanghai Morning Post deputy director Weng Tao.