Consumers Association, Veneto Region and Consorzio Promovetro together to defend tourists from scams on Murano Glass
The numbers speak for themselves: 80% of the products sold in the shops of Venice as Murano glass, are made outside of the Venice lagoon island. To pay for this illegal conduct are simultaneously producers and, of course, consumers, especially tourists, who are not aware of the only legally recognised mark Vetro Artistico® Murano for Murano glass products.
Thus here is an innovative awareness campaign promoted by Adiconsum, the Veneto Region and the Consortium Promovetro targeted to tourists who will visit Venice in the spring. “Guerrilla marketing” is the strategy adopeted: a young Venetians team will run the streets proposing to tourists a very special picture: in fact, two of them will be wearing the image of a Murano glass work with the trademark and the words “Born in Murano”. All photos will be published on Promovetro’s Facebook page. The photographed tourists will be invited to share it on their social profiles. Everyone will also receive an informative leaflet in 8 languages (Italian, English, French, German, Spanish, Russian, Chinese and Japanese) in order to guide them in aware purchase of Murano Glass and protect them from scams.
“For us – explains Valter Rigobon, general secretary of Adiconsum Veneto – this is a new attempt to increase consumer’s awareness and defend our productions. We opted for this form because very modern, original and compatible with the latest means of communication. Our actors will be in Venice for a month and we are sure we’ll be able to give wide diffusione to the mark.
“Only a quarter of the productiv chain – says Luciano Gambaro, Chairman Promovetro Consortium Murano – is in the island. It is important to inform tourists and combat counterfeit: Tourist Protected launches a direct and strong message to the consumer”.
The initiative starts Thursday, March 3 and lasts four weeks every day for several hours a day. It will take place in the main points of Venice and can be followed in the Facebook page of MuranoGlass.com