Roman Emperors Star in Lazio Tourism Campaign at Expo Dubai

The Lazio region has launched a tourism campaign at Expo Dubai featuring Roman emperors as testimonials for modern-day vacations. The 60-second spot, created by Saatchi & Saatchi and directed by Francesco Quadrelli with production by Think Cattleya, highlights lesser-known destinations in the region. Emperor Nero loved Subiaco for its clean air, Tiberius frequented Sperlonga beach, Octavian Augustus went to Anzio for raw fish, Vespasian walked along the Velino River for coolness, Flavia Domitilla visited Lake Bolsena for breaks from Rome, and Trajan preferred the Arcinazzo highlands. Each historical figure is personified by modern tourists repeating their relaxation rituals. The campaign, titled 'Lazio Eterna Scoperta' (launched in 2014), was presented by Lazio President Nicola Zingaretti, who noted the region's 250 museums and galleries, 30 archaeological parks, and 6 UNESCO World Heritage sites. The slogan: 'Per rilassarti la scelta migliore dal 300 a.C.' ('For relaxation, the best choice since 300 BC').