After the success of IT’s Tissue – The Italian Technology Experience, which was held in Lucca, from June 22nd to 30th 2013 (over 700 participants from 317 companies and 70 countries around the world representing all five continents) arrives IT’s Tissue World Tour: is over: an international cycle of eight show conferences entitled «Technology, Culture and Tourism: non-conventional marketing, for a new way to communicate the Made in Italy. The case-in-point of IT’s Tissue – The Italian Technology Experience». The tour, which ended last October 31st, stopped over in eight prestigious institutional arrangements in the world to tell how the excellence of Italian businesses together with culture, territory and unconventional marketing projects can turn into an original means to rediscover Made in Italy.
As a matter of fact, eight major cities linked to the countries interested in the tissue companies have been selected; companies that are able to create forms of touristic and economic incoming towards the Tuscany region: São Paulo, Chicago, Toronto, Tokyo, Beijing, New Delhi, Istanbul, St. Petersburg.
The eight show conferences have hosted Maurizio Vanni, IT’s Tissue Project Manager, Michela Cicchinè, IT’s Tissue Executive Coordination, Carol Lucchesi, International Trade and Promotion Manager – Luccapromos and a representative of Rete Tissue Italy.
Different communication tools have been used at each meeting in order to involve and touch participants: “La storia della carta” photo exhibition with text by Renzo Sabbatini and photos by Roberto Giomi, the Video-document” IT’s Tissue. The Italian Technology Experience» , a 5 minutes short film summarizing the entire event and 12 Open house, and the Viral Video «Se lo puoi sognare… lo puoi avere» (If you can dream it … you can have it) organized by Francesco Zavattari, referring to investment in technology by the industries of Tissue Italy network.
The event has been enriched by «The World in rolls» video art festival produced by Lu.C.C.A. – Lucca Center of Contemporary Art: 6 video-artists (Francesco Attolini, Christian Balzano, Luca Gaddini, Massimiliano Galliani, , Maria Antonietta Scarpari, Francesco Zavattari) who have interpreted their relationship with the world or with their personal world through tissue paper.