A renovated highway to rediscover the south Italian territories crossed by the highway: Campania, Basilicata and Calabria. The first infrastructure to promote the cultural, spiritual and artistic proposition as well as food and wine.
“In between Campania, Basilicata and Calabria there is a road where every trip is a discover: it is the Autostrada del Mediteraneo (Highway of the Mediterranean). Have a good journey”. This is the slogan of the institutional communication campaign for the new A2 Mediterranean Highway. It is an invitation to reconsider the idea of highway and infrastructure. ANAS wants to promote a different and a new vision of the A2 highway: not only a place where people pass trough but a space that allows us to access, appreciate and rediscover the south Italian territories crossed by this highway as well. It will be the first highway to have a development plan for tourism in all its aspects: spiritual, cultural, artistic and food and wine.
The campaign has been presented by Graziano Delrio, Minister of Infrastructures, Dario Franceschini, Minister of Beni e delle Attività Culturali, and by Gianni Vittorio Armani ,President of ANAS; main actors of this projects. To represent the regions, attending the conference Marcello Pittella , President of the region Basilicata and Roberto Musmanno assessor for infrastructures of Calabria region.
The projects is the evolution of a work started two years ago that has led to the renaming of the Salerno-Reggio Calabria highway on the 22nd November 2016. The name Highway of the Mediterranean highlights the importance of this infrastructure as natural continuation of the itinerary that begin with the A1 highway in Milan and connects Italy North to South. The new layout (432 km long), begins in Fisciano, location of the University of Salerno and ends in Villa San Giovanni, entrance door to Sicily and the Mediterranean sea. The new A2 has allowed to reduce time travel, from Fisciano to Villa San Giovanni the trip is one hour and half shorter than before.
The aim of the company is to offer a new, dynamic and modern development model pulled by the synergy of all the concerned local realities: Campania, Basilicata and Calabria. Implement concrete development , knowledge and accessibility to the territories initiatives able to define the strength and value of the South. A project that will transform an immense patrimony of artisan, culture, landscapes, traditions, wine and food into a modern and global economy.
Giancarlo Giannini is the prestigious testimonial chosen by ANAS to support this campaign. Trough his narrative power, the campaign send to everybody the message that when travelling on the A2 highway you can always discover and rediscover Italian places filled of beauty, nature, breathtaking landscapes, spirituality, culture and art. Without forgetting the typical foods and wines that has made the South of Italy famous all over the word.
ANAS is convinced that the Highway of the Mediterranean is an essential infrastructure for the mobility of the country. At the same time, they think that it could be more than a huge construction made of steel, cement and asphalt. A goal that ANAS wants to achieve by involving in this project local authorities and attractions as well as local entrepreneur since the beginning.
To let people know about some of the wonderful potentialities of the A2 highway, institutions and local authorities have chosen ten“Vie”(Routes) that are connected to the Highway of the Mediterranean trough 52 junctions. Those routes cross lands full of history, memory and beauty. Posters of those paths will be placed alongside the highway so as to invite the travellers to deviate from their plan and allow themselves to discover myth, art, perfume and tastes of the Southern Italy. The “routes” will be also promoted by specific totems placed in the service area along the A2.
A new trip through the southern Italy available also on the website (www.autostradadelmediterraneo.it) and an App where you can find the history, the layout and junctions of the A2, information and news about the traffic. You can also find suggestions about the places of the ten “routes” reachable thanks to the new highway.
ANAS is progressively installing the new indication posters on the highway in order to increase the awareness of the users about the ongoing changes. Therefore new signage will be installed as well as the signage relating with the touristic locations. The drivers will be able to chose their way at every junction among the several propositions deciding to deviate on purpose from their plan to allow themselves a moment of discover in this area of Italy that guard enormous riches.
The Highway of the Mediterranean hides others changes that will improve the drivers experience. The A2 will be the first Italian smart road thanks to the implementation of the ever-new technologies applied to the security and the mobility of the travellers. The highway will be entirely equipped of Wi-Fi Hotspots every 300 meters in order to give and receive information and create an only connexion. The drivers will be able to have information about traffic conditions, the weather and the SOS On Board system. The company will count on a continuous flow of data which will allow a smart management of the highway accesses and the observation of the traffic flows.
The use of the Internet of things will implement the condition control of the entire infrastructure which will be provided of green islands every 30 meters: The highway islands will provide renewable energy and will be equipped of monitoring and rescue drones. To conclude, thanks to the use of integrated dialogue systems between cars and infrastructures, the Highway of the Mediterranean will be the first highway able to accept autonomous cars.
ANAS invites everybody to discover the new A2, a renovated highway that look toward the future of mobility. A highway you can travel on but also visit, discover and taste. Have a good journey!
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Brussels Economic 