It’s not every day you’re given the keys to the city. But then again, not everyone is Luca de Meo.
The telegenic 51-year old president of Barcelona-headquartered car manufacturer SEAT so impressed the citizens of Locorotondo with his marketing zeal and boost to regional tourism they simply had to make him an honorary citizen.
Famous for its whitewashed, cone-roofed trulli houses and set in the undulating countryside of southern Italy near Bari, Locorotondo (‘round place’) stages VIVA! Festival, the annual avant-garde electronic music concerts lifting the lid on Italy’s best-kept secret: the captivating Itria Valley.
As a visionary experiential marketer, it’s hardly surprising that de Meo was the mastermind behind VIVA! Festival
