To celebrate the unique art of Italian film-making, Peroni Nastro Azzurro and award-winning Italian film director, Gabriele Muccino are bringing the Peroni Nastro Azzurro Accademia del Film Wrap Party Tour to eleven cities across the UK.
The unique interactive tour will run nationwide launching in London on the 26th August and will be hosted in selected Peroni Nastro Azzurro on-trade stockists and an eclectic mix of event spaces across the country.
Each wrap party will give all film enthusiasts and lovers of Peroni Nastro Azzurro an exclusive chance to immerse themselves in the beautiful world of Italian cinema and discover just what makes Italian film so unique; passion, craftsmanship and immaculate attention to detail.
Guests will be able to watch the exclusive new short film, ‘Senza Tempo’ (‘Timeless’) directed by Gabriele Muccino in collaboration with Peroni Nastro Azzurro. They will be invited to view behind-the-scenes stills and walk amongst props from the film to gain insight into Muccino’s inspiration behind Senza Tempo, whilst enjoying a chilled Peroni Nastro Azzurro and aperitivo.
The film, Senza Tempo, forms the basis of Peroni Nastro Azzurro’s new stylish through-the-line campaign which includes activity in the on and off trade, encompasses a national cinema campaign which will reach over 22.2million admissions and out of home activity which will reach over 6million people in Peroni Nastro Azzurro’s key cities. It is the first new-screen advertising campaign from the brand in two years.
The first element of Peroni Nastro Azzurro’s campaign was launched with an on-pack promotion which has been available in stores since July. The on-pack promotion is available on 4, 6 and 12 packs of 330ml bottles, bottles of 660ml and 3 x 660ml packs of Peroni Nastro Azzurro.
The promotion gives Peroni Nastro Azzurro consumers the chance to win one of ten five-star trips to iconic Italian film locations that have inspired Muccino throughout his career. Already, three of the trips have been won by consumers.
All entrants to the promotion are also offered the opportunity to experience the uniqueness of Italian film themselves with a complimentary download of an Italian film via Blinkbox, a movie-on-demand service.
Gabriele Muccino comments: “Italian film-making is respected all over the world. The passion and attention to detail that Italian film-makers put into their craft has created some of the most technically brilliant, powerful and stylish films of the past half century. These Italian values are embedded in every aspect of Italian film-making and make the output truly unique: ordinary stories of people in their everyday lives are made extraordinary.
“It is my pleasure to be working with a brand which is defined by similar values and shares my love of Italian film, through the ‘Peroni Nastro Azzurro Accademia del Film’ - a hugely worthwhile endeavour to share the values at the core of Italian film and to nurture up and coming talent that will be the future of this industry.”
For more information on each ‘wrap party’, please visit www.peroniitaly.com.
-ENDS-
For further information:
Emma Currin
Leisure PR & Communications
Email: emmacurrin@leisurepr.co.uk
(M) 07753 838 490
Key Tour dates:
26th August –Boiler Room, Truman Brewery, 91 Brick Lane, London E1 6QL
1st September - The Basement, 24 Kensington Street, Brighton, BN1 4AJ
8th September - Picturehouse, 31 Lothian Road, Edinburgh, EH1 2DJ
16th September – Queen’s Film Theatre 20 University Square, Belfast,BT7 1PA
Notes to Editors:
About Peroni Nastro Azzurro Accademia del Film
The Accademia del Film is designed to share and promote the uniqueness of Italian film in the UK and support up and coming film talent. Seven up-and-coming UK film-making talent, including a set designer, a composer, a make-up artist, a producer and a director - all selected by Muccino himself, filmed ‘Senza Tempo’ for Peroni Nastro Azzurro on location in Rome earlier this year.
About Gabriele Muccino
Muccino has had international success with his Iconic Italian Film ‘L’Ultimo Bacio’ at the 2002 Sundance Film Festival. He has also won international acclaim and enjoyed commercial success with films ‘The Pursuit of Happyness’ and ‘Seven Pounds’. His latest project, “Baciami Ancora (Kiss Me Again)” was released earlier this year to critical acclaim, winning best picture at the Shanghai Film Festival.
About Peroni Nastro Azzurro:
• Peroni Nastro Azzurro is the number one Italian imported lager in the UK
• Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (4-pack – 330ml & 66cl). It is now also available in selected draught outlets nationwide
• Peroni Nastro Azzurro is a well-balanced, clear pale lager made by brewing the finest spring-planted barley and Italian maize combined with malts and hops to create the highest standard of premium beer
• Website: www.peroniitaly.com