The controversy over the case of Elisabetta Canalis, testimonial of the spot for the Liguria region, aired in the five evenings of the Sanremo festival does not cease.

Not a few, in fact, it seemed strange to see a Sardinian appear in the promotional video for the Ligurian coast, telling the love for this territory from her apartment in Los Angeles.

The question then ended up at the center of a question in the Regional Council, where the president Giovanni Toti confirmed that he had paid the showgirl a cachet of 100 thousand euros for the short promotional video.

"The spot had an average audience of 10 million viewers, it was aired for the first time at the Sanremo Festival as part of a total promotional campaign worth 204 thousand euros", explained Toti. "Elisabetta Canalis was identified as the first testimonial for a total amount of 100 thousand euros", he then continued. "These costs parameterised to the public who saw the Sanremo Festival are worth 0.01% per contact, one of the best advertising campaigns I remember in my twenty years of experience in commercial TV ", he specified.

As for the choice of a Sardinian to promote Liguria, "the basic idea - continued Toti - is that not only a Ligurian can appreciate the beauties of Liguria, otherwise we would have self-sufficient tourism".

(Unioneonline / vl)

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