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“Do you ever spend your entire business trip counting the days that separate you from vacation? Not in Milano!” a voiceover declares in an ad from the tourism body for Milan. Created by We Are Social Italy, the campaign for Milano & Partners and YesMilano boasts of Milan’s rich cultural heritage and easygoing lifestyle and claims the city is undergoing a renaissance to welcome back business travelers.
The message is striking since Milan was a coronavirus hot spot early in the pandemic.