The nation branding Made in Italy promotion campaign "beIT", recently launched worldwide by the Ministry of Foreign Affairs and International Cooperation, has landed in the United States. The Ambassador of Italy to the United States, Mariangela Zappia, launched the campaign in New York, with a video filmed in one of the over 5,000 iconic yellow taxis featuring the official commercial "Italy is simply extraordinary: beIT". The same video is displayed on the Nasdaq screen in Times Square.

The "beIT" campaign is active in 26 countries, and in the United States it plays a particularly significant role. Indeed, the US market generates more than 50% of Italy's net export surplus. Furthermore, this year, Italy and the United States of America celebrated the 160th anniversary of the establishment of diplomatic ties.