Milano and its wonders through the eyes of a child

Milano, 13 December 2022 – Starting today and running until 31 December, here is the new communication campaign by YesMilano, the brand of Milano&Partners, devoted to Christmas and the magic of childhood.


A 90 seconds videoclip to be distributed on the main social media platforms which tells the story of a manager caught by Santa Claus (already starring in the 2021 Xmas campaign) working late on Christmas Eve. From there, thanks to a special watch, the man gets transformed into a child and begins his journey through various Milano sights that are capable of engendering surprise and restoring all the emotional warmth of the holidays. Because Milano is where you come for business but end up staying for everything else the city has to offer. Sites of the protagonists’ adventures are the terraces of the Duomo, the Colla puppet theater, the Museum of Science and Technology, a historic pastry atelier, and the Sforza Castle.


This year’s YesMilano Christmas campaign is signed once again by Wunderman Thompson, an agency of the WPP group.


Milano is a city that knows how to amaze and fascinate, especially during the holiday season, when the Christmas trees, lights and holiday markets bring back memories and emotions in a most intense way” remarks Martina Riva, City of Milano Deputy for Sports, Tourism and Youth. With this campaign, we invite look at the city with the eyes of children, and their genuine and spontaneous amazement. Because Milano is a city that needs to be discovered and rediscovered, by citizens and tourists, in all the places that are part and parcel of its identity in the eyes of the world and also the lesser known places, but equally suggestive”.


“The magic of Christmas is rekindled in Milano. No one better than a child can testify to its enduring power! The holiday season is the right occasion to visit the city with different eyes and at a different pace than usual, by recuperating the sincere and authentic taste for discovery that children have”, concludes Luca Martinazzoli, General Manager of Milano& Partners.


Campaign materials and content:


Events, appointments, traditions of Christmas in Milano are collected in the section dedicated to the Winter Holidays on the YesMilano website:


About Milano&Partners and YesMilano

Milano&Partners is the official promotion agency of the City of Milano.

It is an association founded by the Municipality of Milano and the Chamber of Commerce of Milano, Monza, Brianza, Lodi. It was created to activate partnerships and collaborations with local businesses, global brands, universities, cultural institutions, and other public and private entities. We promote the YesMilano brand around the world to attract new visitors, new talents and new businesses to the city.

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Giacomo Chieffi