Photos: Italian dreams

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  1. Torino

    Street scenes of Torino, or Turin, the capital of Piedmont. This sub alpine territory is famous for the shroud of Turin, its cafes and cars. (Mike Hewitt / Getty Images) Back to slideshow navigation
  2. Sicily

    The ancient Greek Temple of Juno, located in the medieval city of Agrigento, on Sicily's southern coast. The Temple of Juno was built in the mid-5th century BC. It was dedicated to the goddess Hera (Greek name), or Juno (Roman name). (Alessandro Fucarini / AP) Back to slideshow navigation
  3. Milan

    Cyclists pedal in downtown Milan's Duomo Square, renowned Milan's gothic cathedral in the background. Milanese were forced to renounce to their cars by local authorities calling for a car less day to fight pollution and encourage citizens to take public transportation. Some 150 cities all over Italy declared a car less day on Sunday, Feb. 6, 2000. (Luca Bruno / AP) Back to slideshow navigation
  4. Pisa

    Tourists visit the Leaning Tower of Pisa and the Cathedral in the "Square of Miracle" Aug. 24, 2002 in Pisa, Italy. The Tower of Pisa is the bell tower of the Cathedral. Its construction began in August, 1173 and continued for approximately two hundred years. The tower began to lean due to interaction with the soil on which it was built. The tower reopened in December, 2001 after 10 years of stabilization work. (Franco Origlia / Getty Images) Back to slideshow navigation
  5. Pompei

    Aerial view from a mongolfiere (hot air balloon) as it flies over the ruins of the antic Pompei city, near Naples, May 27, 2005. (Mario Laporta / AFP - Getty Images) Back to slideshow navigation
  6. Florence

    Michelangelo's famous marble statue of "David" (left) is bathed in natural light streaming through the dome of Florence's Accademia Gallery May 24, 2004, next to the "Pieta", another Michelangelo sculpture. (Vincenzo Pinto / AFP - Getty Images) Back to slideshow navigation
  7. Rome

    Tourists visit the Foro Romano in Rome. The Roman Forum was the city's political and economic center during the Republican era and maintained its position into the Imperial age. It was mostly abandoned at the end of the 4th century. (Gabriel Bouys / AFP - Getty Images) Back to slideshow navigation
  8. Turin

    Turin's Mole Antonelliana dome stands out on Turin's skyline, northern Italy. The building was originally designed as a synagogue, but been restored into the National Museum of Cinema. (Massimo Pinca / AP) Back to slideshow navigation
  9. Venice

    Gondolas wait for tourists near Saint Marks Square Sept. 12, 2005 in Venice, Italy. The city stretches across 117 small islands, is linked by over 150 canals and 400 bridges. G ondolas, water taxis and water buses are the only modes of transportation around this unique, vehicle free city. (Chris Jackson / Getty Images) Back to slideshow navigation
  10. Village in the mist

    Italy's cities, villages and capitals offer a plethora of adventures. (Tino Soriano / National Geographic via Getty Images) Back to slideshow navigation
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updated 3/13/2009 5:00:14 PM ET 2009-03-13T21:00:14

A tourism agency on Friday launched a $21 million campaign aimed at promoting the Italian region of Tuscany to younger travelers.

The campaign, which features Tuscany's new slogan, "I want to live like this," kicked-off in Berlin in conjunction with the ITB Kongress, a world tourism fair.

Faced with a potential decline in the tourism industry — the United Nations predicts that international travel will fall by as much as 2 percent in 2009 — Tuscany is joining Google and MTV in a set of new advertising endeavors to attract the tech-savvy set.

In addition to standard print ads, a "Social Team" of 10 young promoters will place advertisements on communal Internet sites such as YouTube, Facebook and Flickr.

Prospective travelers will be able to "walk" through the streets of Florence, Italy, using Street View, a map service offered by Google.

Roberto Brenner, a spokesman for Google Italy, said the Internet is invaluable to advertisers such as the Tuscan Tourist Promotion Agency because it is "the first global media."

"Using new media and new communication platforms for this repositioning shows a mature use of them by Tuscany," Brenner said.

Somewhat paradoxically, Tuscany hopes to use the new media to show young people a region unchanged by technology and globalization.

"We want to give them our own example of global diversity, an identity which will not be given up because of globalization," said Paolo Cocchi, Tuscany's minister of tourism and trade.

Cocchi hopes the campaign will send a message that Tuscany is a liberal, tolerant place still steeped in Italian tradition.

"We aren't like Disneyland, but we are like California: Relaxed, good wine, but without discos or Schwarzenegger," Cocchi said, referring to California's movie star-turned governor, Arnold Schwarzenegger.

Copyright 2009 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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