Rex 7 shot in Apulia – Pugliapromozione sign a product placement contract to promote the Apulia brand

/ Monday, March 31st, 2014 /

The picture show the beach in Vieste in the Italian region of Apulia

The new adventures of the world’s most famous four-legged police chief, Rex, were filmed in Apulia in January 2014 as a result of the effort and support of Apulia Film Commission and Pugliapromozione together with Aeroporti di Puglia. A press conference was held to mark the beginning of the shoot on set in the check-in area at the airport. Participants included producer Alessandro Passadore, directors of Manetti Bros, leading actor Francesco Arca and, of course, Rex the dog. Local representatives included the Mayor of Bari Michele Emiliano, Antonio Vasile, local assessor for Territorial Marketing, Giancarlo Piccirillo, director of Pugliapromozione and Silvio Maselli, Apulia Film Commission GM.

In the light of the overwhelming success of Rex in Italy and in over 135 countries worldwide, Pugliapromozione has signed a product placement contract with the production company to promote the Apulia brand. As a result, the screenplay includes the subject of holidaying in Apulia with a number of shots from the promotional campaign for European capital cities, ‘We are in Puglia’, organised by Pugliapromozione with co-marketing by Nikon.

The result of the product placement deal is particularly clear in a scene shot at Bari airport: Lead actor Marco Terzani and Rex see off a departing passenger. As they are walking through the airport, they come across posters showing the extraordinary beauty of the local area. At this point, they decide not to leave and take a holiday in Apulia instead.