February 2005, the franchising group Le Marmotte decided not to participate at the BIT (International Tourist Exchange) and not do any kind of advertising for this particular trade fair in Milan.

They entrusted Eo Ipso to make their trade mark visible at this crucial moment when the attention of public opinion and everything else connected to the world of travel was focused on this one specific travel trade fair.

The journalists of Eo Ipso were given the assignment to search for news items containing “curiosities” of the travel world, aspects every journalist would like to mention in their travel articles but have no time to search for.

The research resulted in a list of unusual destinations so strange to not seem real, and of alternative travel advice having great general appeal.

The entire list was piled together, commented on, documented and published in the Le Marmotte web-site on a special page dedicated to these curiosities. All this information was then spread to journalists. The overall operation resulted in about ten articles and radio air-time.

Moreover, on the first page of a special insert dedicated to the Travel Expo in “la Repubblica” (one of the most important and most read Italian newspapers), a news brief on the particulars of the new page on Le Marmotte’s web-site was mentioned. A result made even more important considering the fact that all the other travel companies mentioned in that special insert of the newspaper, without exceptions (apart from Le Marmotte, of course) all had a stand at the BIT.