The Italian Tourist Board has hired Finn Partners in London to lure travellers from the UK as the country opens up to visitors.
Effective June 3, Italy said Brits could travel there without the need to quarantine.
"The tourism industry is one of Italy’s key economy drivers so it is with utmost importance that we open for business as soon as it is safe to do so," Flavio Zappacosta, ITB's manager for UK and Ireland, told the Manchester Evening News.
The Finn Partners push will include trade representation, digital media and a dedicated influencer strategy to generate buzz about Italy as the country recovers from the COVID-19 pandemic.
Zappacosta expects Finn Partners will provide a holistic approach to destination marketing and ensure that "we are prepared and ready to invite British travellers back once it’s safe to travel again.”