Milano&Partners, the official promotional agency of the city of Milan, has today launched a new campaign, ‘Milano. It Changes More Than Just Your Look’, to promote the city in the lead-up to the Festive period.

The campaign, created by Wunderman Thompson Italy and produced by Movie Magic International, encourages tourists to visit Milan over the holidays with a little inspiration from Santa Claus who, after hearing an ad on the radio mentioning "Milan, capital of fashion...", decides to visit the city in search of a new look. After a little shopping-spree in the city center, he soon finds himself making new acquaintances, sneaking into the Pinacoteca di Brera from its chimney, dancing in a club, seeing the premiere of La Scala and living unique experiences that will stay with him forever. He then decides to live the whole experience again on Christmas Eve.

“We’re extremely proud to support the tourism sector that has suffered in the face of such a complex situation over the last couple of years and deliver a message that inspires people to take home all that Milano has to offer, especially during the Christmas period,” says Luca Martinazzoli, general manager of Milano&Partners.

The spot was shot by Alessandro De Leo and is accompanied by a bespoke track composed by Matteo De Marini featuring lyrics by rapper Dunkan. Its aim is to break Milan’s stereotype of being just a shopping destination and shows how the city has much more to offer. The film ends with the claim: "Milano. It Changes More Than Just Your Look”.

“Design, fashion, advertising… Milan has always given a great space to creativity. It’s a pleasure for Wunderman Thompson Italy to return that favor and support the revival of tourism with a Christmas story designed specifically for the city, to highlight all of the beauty and magic it has to offer,” adds Lorenzo Crespi, chief creative officer of Wunderman Thompson Italy.

The Christmas spot will be promoted across YesMilano’s digital, audio and OOH channels across Europe, and confirms Milano & Partners’ commitment to reviving the city, following the launch of their ‘Milan is Always the Same, Because it is Never the Same’ campaign in July 2020.