Italy at Hand was born in 2017 as a corporate communication campaign, following a call-to-action by CBItalia to the network’s creative partners. The winner was Top Agency TerraEvents, and their work was presented at IMEX Frankfurt 2017, where it was very well received by the entire Italian MICE industry, thanks to the simple and effective creative and innovative concept at its core.
At the heart of the campaign is a sign of Italianness, a symbol of humanity, cooperation, artisanship, sincerity, and hospitality, an emblem of what Made in Italy is: hands. The hands that Italians love to use to emphasise, to explain, to create. Hands that epitomise what our country can do. A beautiful country that can be experienced every day in every gesture.
Since 2018, the natural development of this communication project has been the yearly organisation of Italy at Hand - The Event. In this four-day long networking event, characterised by the fusion of business and entertainment, there are dense rounds of B2B meetings between 80 highly qualified international MICE buyers and 60 of the best operators of MICE Made in Italy, as well as informal fun activities inspired by Italian traditions and collective imaginations of our country.