Travel Happenings: Costa has special capacity to present Italy?s many faces

Costa Cruises' new promotional slogan, "Italy's Finest," seeks to associate the line with each quality and the home country where it has completed company for the previous 66 years.

That is all properly and excellent. I wonder if it could do more, nevertheless, to exploit American curiosity about the many regions of Italy and the distinct experiences they offer you.

Italy was only unified as a country in the 1860s. It comprises distinct regions, with cities that played crucial roles in the history of the Mediterranean, from Rome and Florence down to lesser-identified but rewarding destinations such as Pisa, Lucca and Positano.

Americans sophisticated adequate to want to see Italy on Costa are also hungry to know far more about the country's regions and what distinguishes a single from yet another. Costa could attract much more U.S. guests by feeding that appetite with enrichment courses, excursions and tastings on its Mediterranean ships.

Cruises are uniquely positioned to jump from area to area. One night they can depart Campania and the next morning pull into port in Liguria. Each is Italian but has its own set of traditions.

The thought was suggested to me on a six-day trip on the Costa Diadema, the newest and biggest Costa vessel ever at three,724 passengers and 153,000 gross tons.

1 morning we were in the agricultural south of Italy, departing from Naples. Two days later we had been going to the industrial north at a snow-covered vineyard in the Piedmont area. Each had its own distinct wines, cheeses and spices as nicely as terrain and climate differences.

It could be enough to sell Americans on the culture and food of Italy with the "Italy's Finest" slogan. But Costa has been advertising and marketing Italy as its identity for a lengthy time. When I began reporting on cruises in the 1980s, Costa had branded itself under the "Cruising Italian Style" banner.

Ruben Perez, basic manager of Costa North America, stated the line could most likely be carrying out far more to play up the regions of Italy, which incorporate Tuscany, the Veneto location around Venice, the romantic Amalfi Coast and the rugged terrain of Sicily.

But, Perez mentioned the line's restricted advertising and marketing price range for North America is probably greatest focused on the "Italy's Finest" campaign.

Costa does not have the easiest job convincing Americans to come to Europe on a ship that will immerse them in a distinct culture and language. The passenger sophisticated sufficient to do that is ripe for information about the distinctive regions of this well-known destination.

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