Italy specialist Citalia is to partner with celebrity chef Gennaro Contaldo for a year-long partnership to promote the destination.
The partnership with Citalia, part of Tui Travel’s Specialist Holidays Group, will see Contaldo launch the brand’s new YouTube channel and produce dedicated videos and articles to inspire clients to go to Italy.
Contaldo, widely known for teaching Jamie Oliver all he knows about Italian cooking, will also discuss places to go in Italy when talking about recipes he has filmed in different regions of the country specifically for the partnership. The aim is showcase his inside knowledge of the destination and inspire clients to travel there.
Contaldo is writing exclusive articles for the operator’s website, where videos featuring Gennaro will appear.
Gennaro will also communicate his relationship with the operator via his own social media channels to his 29,400 followers and to his 83,000 Instagram followers.
Citalia managing director Steph Pritchard said: “We couldn’t have asked for a more fitting character to partner with Citalia. As a brand we pride ourselves on being able to offer authentic Italian experiences throughout Italy and by partnering with Gennaro we are able to inspire an audience that also appreciates Italian cuisine.”
Gennaro regularly appears on TV shows including Saturday Kitchen and on Jamie Oliver’s shows and was also one half of the cooking duo on BBC series Two Greedy Italians. He has produced a series of Italian cook books.
He added: “It (Citalia) is a brand I have always known and I truly believe in which is why I am so excited to be working with Citalia.”
The dedicated page on Gennaro on Citalia’s website can be found at citalia.com/Gennaro.