In an attempt to bolster the sale of tickets to the XX Olympic Winter Games, Torino 2006 is running a major TV and print ad campaign in Italy to persuade locals to experience the games live.

Created by Milan-based advertising agency Armando Testa, the campaign is based on the importance of ‘feeling’ the Olympics as a live event and not just on TV, according to Giorgio Lauretta, director of ticketing of Torino 2006. The ad campaign is limited to Italy as locals are the target...

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