After two successful years, famous American
cinema star Dustin Hoffman is to continue to lend his face to the Marche Region promotional campaign in 2012. The campaign has helped put Marche on the foreign tourism map to the extent that local authorities joke about a new Marcheshire to rival Tuscany Chiantishire.
The campaign featuring the Oscar winning actor has produced spectacular results since 2010, with foreign visitor figures up by 21.5% that year alone and the upward trend has continued during 2011. Marche tourist board is still gloating over the fact that in August the number of rooms occupied by tourists in the region surpassed figures registered by the magnet regions of Tuscany and Ligury. Art cities, the mountains (including ski resorts) and religious centres have all seen more visitors, in addition to the Adriatic seaside towns.
Whereas the last two years have seen Hoffman enthusing over the Five Sense of Marche while reading poetry by classic Marche poet Giacomo Leopardi with an American accent, the new campaign will concentrate on the image of Made in Marche to showcase the vast range of excellent manufacturing and handcraft products the region is famous for.