Italian Exhibition Group Launches New Campaign Promoting Vicenza as a MICE Destination

Italian Exhibition Group (IEG) has launched a new destination marketing video positioning Vicenza as a leading destination for meetings and business events, as part of its growing collaboration with Vicenza Turismo e Cultura Scarl.

Titled “Vicenza, timeless excellence”, the new film showcases the Italian city as both a leisure and MICE destination, highlighting its blend of cultural heritage, artisan tradition, gastronomy and contemporary business appeal.

Produced following the network agreement signed between IEG and Vicenza Turismo e Cultura Scarl, the video represents the first operational marketing initiative developed by IEG’s Event & Conference Division to support the promotion of the wider Vicenza territory.

Set across some of Vicenza’s most iconic locations, the campaign presents the city as an immersive environment where business events intersect with authentic local experiences. From Palladian architecture and artisan workshops to rolling hills, fine dining and local distilleries, the video positions Vicenza as a destination capable of combining networking and conferences with cultural discovery.

“This project stems from the awareness that the connection between an event venue and its surrounding territory is inseparable,” explained Fabio De Santis, Director of IEG’s Event & Conference Division. “The video is intended as a valuable destination marketing tool and forms part of the successful collaboration between IEG and the Municipality of Vicenza. It represents an important step towards strengthening promotional and investment activities aimed at consolidating Vicenza and its surrounding area as a leading destination for conferences and events".
 

The campaign will support digital marketing initiatives, institutional presentations and networking activities, while also serving as a promotional asset for conference and event bids.

At the heart of the creative concept is the idea that Vicenza is not simply a backdrop for meetings and conferences, but an experience in itself.

The film follows visitors throughout their stay in the destination, capturing different personal journeys through the city’s cultural and manufacturing heritage — from jewellery craftsmanship and Palladian landmarks to mosaics, gastronomy and local tastings. Their experiences ultimately converge, reinforcing the idea that business events in Vicenza become meeting points between history, innovation, tradition and culture.

According to the organisers, the concept reflects a destination where craftsmanship becomes an experience and where “stories of beauty, precision and passion” define the identity of the city — inspiring the title “Vicenza, timeless excellence”.

The creative concept and production were developed by ESHU ADV, a Rimini-based video production company specialising in advertising campaigns, web commercials and corporate films.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.