Italian Outdoor Group launches “Outdoor Italia” social campaign

Italian Outdoor Group launches “Outdoor Italia” social campaign

“Industry and operators in the outdoor tourism sector together for a promotion project, aimed at revitalizing an economic system strongly penalized but with strong expectations of recovery”.

This is how the Italian outdoor industry, gathered in the IOG Italian Outdoor Group, reacts to the effects of the crisis induced by COVID-19, which has forced millions of people into the home for weeks and paralyzed the tourism sector linked to the environment for over two months.
#IORESTOACASA, the message disseminated on social media during the months of development of the contagion, has been as much in contrast as possible with the reason for the existence of the outdoor industry, which, however, has responded responsibly, helping to promote, in turn, through its communication channels, the measures of containment, recommending to fans to stay at home and to suspend sports and amateur activities in contact with the environment. But with the firm intention of reacting, in compliance with the requirements imposed by the government, to give a strong signal in response to the crisis and contribute to the restart.

This is how IOG – Italian Outdoor Group – the association that groups together the main outdoor brands in Italy, came up with the idea of launching a communication campaign involving individual operators such as mountain guides, hiking guides, operators of accommodation facilities linked to outdoor tourism or local groups involved in territorial promotion and activities in contact with the environment.

“We are one of the most popular outdoor tourist destinations in the world: from the sea, to the hills, to the mountains, our natural environment represents the ideal dimension for a regenerative holiday in contact with nature. We think it is our task to promote this extraordinary heritage, making those operators who draw their livelihoods from this environment a protagonist, helping them to make themselves better known, in Italy and around the world, providing concrete help for the recovery,” said Luca Pedrotti, CEO of the Lizard brand and president of IOG.

 

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