Once people get a taste of Puglia, they’ll want more. To capture consumer attention, Puglia’s tourism department would partner with Eataly, an upscale Italian dining and market experience in the United States. Using point of purchase spaces, Puglia and Eataly would sell an exclusive line of wine and olive oil. This would let consumers experience the same ingredients locals and Italian travelers use in Puglia. The labels would lead travelers to the landing page where they could learn more about the region and its exports, and even book a trip.