VCCP Media Launches Citalia Holidays' TV Sponsorship of ITV1’s ‘Gino’s Italian Family Adventure’

Citalia Holidays, the leading Italian holiday specialist, has today announced the headline TV sponsorship of ITV1’s ‘Gino’s Italian Family Adventure.’ The TV campaign devised by VCCP Media, will commence today with a series of TV idents featuring beautiful Italian landscapes to celebrate Citalia Holidays. 

Citalia Holidays has more than 90 years experience in organising Italian getaways, and is part of Travelopia, the world’s largest collection of specialist travel brands. Travelopia is a pioneer in the specialist travel sector, and Citalia Holidays offers a wide range of Italian destinations and properties to create the perfect Italian escape. 

VCCP Media is responsible for the strategic and commercial sponsorship of Citalia Holidays for ‘Gino’s Italian Family Adventure’ and the work is VCCP Media’s first targeted media campaign for the Italian travel specialist. Citalia’s idents will run ahead of ‘Gino’s Italian Family Adventure’ and hero the strapline ‘bringing you the real Italy.’  

In the new series, Gino D’Acampo will take his family on a personal adventure into the roots of his upbringing and his passion for food. The TV campaign includes a series of 5”, 10 and 15 idents featuring beautiful Italian landscapes, which include iconic shots of some of Italy’s most famous landmarks such as The Vatican and The Amalfi Coast. 

Prior to working with VCCP Media, Citalia had no existing TV marketing spend, and like many businesses in the travel sector had experienced a turbulent 18 months following pandemic travel restrictions. Central to the media strategy was finding a TV series that strongly resonated with the Citalia brand and truly showcased the beauty of Italy. ‘Gino’s Italian Family Adventure’ on ITV is the perfect vehicle to translate the heritage of the Citalia brand and reassert their Italian holiday expertise. 

Helen Adamson, managing director at Sovereign Luxury Travel & Citalia Tailormade says: “Now that the world of travel is opening up, it felt like the perfect time to showcase Citalia Holidays and what it stands for. The execution of the ITV sponsorship of ‘Gino’s Italian Family Adventure’ couldn’t be more harmonious, and at Citalia we’ve been looking for a TV series that would resonate with our audience, whilst showing off the true authentic beauty of Italy. Together with ITV and VCCP Media, we have developed a great partnership and produced a fully integrated campaign that we are truly proud of.”

Peter Bennett, joint CEO of VCCP Media adds: ‘Citalia, like many travel brands have weathered a troublesome storm over the last 18months, but what this TV campaign with ITV does is signal a huge return for the leading Italian holidays specialist. The synergy between a fantastic brand like Citalia, and ‘Gino’s Family Adventure’ is almost too good to be true.”

Citalia’s sponsorship idents for ‘Gino’s Italian Family Adventure’ will appear on ITV1 and ITV Hub from today, and will roll out for seven weeks.