On May 27, 2016, ITPC Milan, helped by Agricultural Attaché (Mr. Yusral Tahir) and Indonesian Embassy of Rome, launched their advertising campaign decorated on Jumbo Tram (Line 27). The advertisement focuses on the theme of Indonesian Coffee and runs for six months from May to November 2016 in Milan. As it is well known, Indonesia is the fourth top coffee producer in the world.
Additionally, not only ITPC Milan places some beautiful pictures of Indonesian Coffee, the jumbo tram is also decorated by elegant graphic design of gold Batik. The event yesterday began with ribbon cutting ceremony, conducted by Indonesian Ambassador of Rome, Mr. August Parengkuan. Moreover, Trade Attaché (Mr. Sumber Sinabutar), PII Milan and PPI Milan also participated at the event to give their support to Indonesia.
The long jumbo tram 27 that has three-car part passes important places in Milan, including Duomo Milano, Cordusio (where there are Piccolo Teatro Grassi and Milan Chamber of Commerce), Camera di Lavoro, Palazzo di Giustizia, Corso Magenta (which is near to Santa Maria delle Grazie, the location of Leonardo Da Vinci’s painting, The Last Supper) etc.
The ad campaign of Indonesian coffee concentrates on the idea of how Indonesians value coffee as one of their preferred alimentary products and as their favourite ritual, waking them up every morning. Not different from Italy, in Indonesia, the people and coffee are like two inseparable souls. Coffee is Indonesians’ favourite drink in the morning to start their day better (plus at other times of the day), just like most Italian people.
“Noi e il caffè siamo due anime inseparabili. Il suo aroma è il rituale che ci sveglia ogni mattina” (Coffee Photo by Simone Sapia, Creative Writing by D. Wihardja)