On the restart of the city a new international communication

campaign that shows the best Milano has to offer.


Milano, 20th July 2021 - On July 20th, Milano&Partners and YesMilano, the official promotion agency and official brand, respectively, established by the Municipality of Milano and the Chamber of Commerce of Milano, Monza, Brianza, Lodi, are launching an international communication campaign which proposes Milano as the best European destination where planning the first business trip of the year.


In the past months, the pandemic has affected many sectors and especially tourism. However, with three quarters of the Milanese and Lombard population vaccinated, the city, while monitoring closely the international health situation, has reopened restaurants and theaters and is currently experiencing a rebirth, as leisure and business tourists rediscover the joy and beauty of travelling.


To mark the new beginning after the pandemic, YesMilano is addressing industry players and opinion leaders to bring them back to Milano, leveraging Gateway to Italy, Heritage, Mobility, Sociabilty, Lifestyle, as distinctive assets that are at the basis for Milano’s current renaissance. YesMilano’s mission is to support the tourism recovery thru innovative marketing and a newly created Convention Bureau.

Milano is the gateway to Italy. Milano is near Lake Maggiore and Lake Como, and is a travel hub to reach major tourist destinations across Italy (e.g. Venice, Florence, Rome). It is also a business and research capital, a city respectful of the environment, investing in smart mobility.


In Milano, more than any other city, business and lifestyle go hand in hand. This is the premise behind campaign slogan “Not in Milano”, which is based on the refutation of the negative stereotypes and clichés usually attached to business trips, with copywriting and images that portray Milano as the city where an effective professional environment and a high quality of life are simultaneously present.

 “This unprecedented communication campaign comes at a pivotal moment for our city and for the entire country affected by the pandemic, showing the energy, dynamism and strong spirit of resilience with which Milano is ready to give the warmest welcome to anyone coming to our city for business, tourism and study” says Mayor of Milano Giuseppe Sala.


Carlo Sangalli, President of Milano Monza Brianza Lodi Chamber of Commerce, says: “The global city of Milano opens up again to the world through the strength of its
attractive capacity constituted by 24,500 firms and over 140,000 employees in the tourist   industry. For this reason, the Milano Chamber of Commerce, together with the Municipality and through Milano&Partners, promotes new international
communication campaign “Not in Milano” which aims to relaunch our city's
reputation around the world. The goal is to strengthen the Milano brand that
brings together hospitality, fashion, business and culture, in a context of renewed
safety and security.”


The campaign will involve testimonials from influential men and women, foreign and Italian, from the professional fields of art, business, design, sport, and fashion, who are actively connected with the city of Milano and are willing to let the world know Milano is buzzing with fun and activity anew. These supporters of Milano’s reputation have embraced the campaign and put their image and opinion at the service of the city’s rebirth. Margherita Maccapani Missoni - Designer, Rossana Orlandi – Collectible Design Gallerist, Carlo Cracco - Chef and Alberto Dalmasso – CEO and co-founder Satispay will therefore introduce the “Not in Milano” format on their social media channels, by putting the accent on Milano’s uniqueness and sophisticated attractiveness.

“We are extremely proud that many relevant players of our city committed themselves to this international campaign that wants to mark the rebirth of Milano with all its major events, exhibitions, trade fairs, business and lifestyle. We are sure that all together we will put Milano again at the center of international attention.” concludes Mayor Sala.


The campaign was devised by the We Are Social Italy agency, which developed the strategic and creative approach. The launch of the "Not in Milano" campaign took place at Palazzo Marino, as part of the presentation of the Milano Ambassador Program, an initiative to involve professionals of all trades in promoting the city in the world as a destination for MICE events.


At the launch of the campaign to promote business tourism in Milano, there were Roberta Guaineri, Councilor for Tourism, Sport and Quality of Life of the Municipality of Milano, Elena Vasco General Secretary of the Milano Chamber of Commerce, Luca Martinazzoli, General Manager of Milano & Partners, and the parterre of Milano Ambassadors, key figures in the scientific community and business world who have contributed to bringing world-class congresses to the city in recent years and who received a plaque and an official letter of recognition from the Mayor for turning the spotlight on city and contributing to the advancement of the city’s international reputation with passion and professionalism.


Milano, a leading city in Europe in the MICE industry and, for decades now, it has been one of the main international destinations for holding trade events, professional congresses and corporate conventions. This is made possible by spacious and technologically advanced facilities and the collaboration of the entire hospitality industry of Greater Milano. The mission of the YesMilano Convention Bureau is to promote the city as a major MICE destination internationally to all organizers of events such as: fairs, congresses, conventions, business meetings, incentives, and institutional events with a strong international appeal, offering its consultancy freely and impartially to all buyers and companies who want to organize a successful trade event in Milano.


Despite the temporary setback caused by the pandemic last year, major events are already scheduled for the next months, including:


ESOT Congress 2021 | European Society of Organ Transplantation Congress, 29 August – 1 September 2021

World Routes, 10 - 12 October 2021

Enlit Europe, 30 November - 2 December 2021


And Milano is especially getting ready for:

Supersalone - the Special 2021 event under the banner of the Salone del Mobile.Milano - and Milano Design Week, 4-10 September 2021

Milan Fashion Week Women - 21 - 27 September 2021

UEFA Nations League Finals, 6 - 10 October 2021


Credit campagna “Not in Milano”


Agency: We Are Social

Executive Creative Director: Alessandro Sciarpelletti

Executive Creative Production Director: Daniele Piazza

Senior Creative: Paola Cantella

Art Director: Alessandro Lazzaro

Editor: Andrea Ruscitti

Head of Client Services: Francesca Feller

Senior Account Manager: Diego Vallieri

Account Executive: Maria Giulia Verità

Head of Strategy: Bruno Tecci

Strategy Supervisor: Francesco Marcucci


Photo Production by We Are Social Studios:

Head of We Are Social Studios: Sandro Amabili

Producer: Leopoldo Dondena

Photo: Alvise Guadagnino, Viviana Bonafede


Video production by H+:

Film Director: Victor Schnur, Ludovico Galletti

Director of Photography: Alessandro Bolzoni

Editing: Anna Lapiccirella

Producer: Matilde Ortona



Stazione Centrale - Grandi Stazioni Retail

PwC Italia

Camparino in Galleria

Rosa Grand Milano – Starhotels Collezione

Bagni Misteriosi del Teatro Franco Parenti



About Milano&Partners and YesMilano

Milano&Partners is the official promotional agency of the City of Milano. It is an association founded by the Municipality of Milano and the Chamber of Commerce of Milano, Monza, Brianza, Lodi. It was created to activate partnerships and collaborations with local businesses, global brands, universities, cultural institutions, and other public entities.

We promote the brand YesMilano in the world to attract new visitors, talents, and businesses to the city.

Our mission is to make Milano the greatest and most welcoming city in the world.

Milano&Partners lives thanks to the financial and operational support of its partners. We are proud to share with our partners the common goal of making Milano a better and more attractive global destination.



@visit_Milano on Instagram

@turismoMilano on Twitter

Milano & Partners on LinkedIn






Giacomo Chieffi | giacomo.chieffi@yesmilano.it




Matilde Marozzi | matilde.marozzi@edelman.com



Giulia Vania | giulia.vania@edelman.com


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