Italian advertisers invest in culture

The Italian Advertisers Association (UPA) is determined to build "the culture of investing in culture" within Italy's marketing industry. Last October, it launched upaperlacultura.org (EN: UPA for Culture) an online platform promoting partnership projects between cultural institutions and companies.

Tagged as Italy's first non-profit portal that connects culture and business, the site allows institutions, foundations and non-profit associations to submit their proposals for cultural projects and apply for a sponsorship or partnership. Italian companies interested in investing can then consult the database of projects and evaluate which project best suits their business identity or communication strategy. Every week, UPA members receive updates on the new projects available on the platform.

More than 140 projects have been submitted to date, focusing on possible investment opportunities for Italian marketers in a variety of cultural areas: archaeology, architecture, art, books, cinema, dance, history, music, theatre and the environment.

For more information, visit upaperlacultura.org or contact UPA.

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