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Made In Italy Campaign Underway

This country's Made In Italy Group and Internet Marketing company have joined to launch an international multimedia marketing campaign aimed at promoting Made In Italy products to retail and wholesale buyers in the United States.

Seeking to boost sales of furniture and home furnishings, clothing, travel, technology, food, wine, jewelry, watches, sports and art, the consortium developed a web portal,, and a companion print magazine called MadeInItaly.

In addition, the effort has produced a "Made In Italy" catalog and internet-delivered TV programming, MadeInItalyNet.TV.

"Our aim is to safeguard our legitimacy and find the right instruments to protect big-name companies and consumers from fraud," said Mariano Turrisi, co-founder and president of the Made In Italy Group.

The group also seeks to help medium- and small-size Italian manufacturers "find their own comfortable niche in the American marketplace," according to the consortium.

"The Made In Italy brand isn't just about Ferrari and Valentino," Turrisi said. "It also comprises a slew of small- and medium-sized companies that need some guidance in order to make it in America."

The group's marketing plans include mass circulation of the Made In Italy magazine, a guide for those interested in Italian lifestyles. The magazine targets the U.S. market, but also will be distributed in Italy.

Approximately 2 million copies of the magazine will be circulated in the United States through hotels, business centers, airports, and sporting and cultural events, according to the group.

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