Rare, 1970s, Original Vintage Official Poster, Italy, ENIT, EPT, Dolomites, Marmolada, Ski, Alleghe, Belluno

Description

Original Rare Vintage

Official Photo Poster

from the early 1970s

 

ITALIE DOLOMITES

MARMOLADA TOUJOURS SKI

 

Published by ENIT in the early 1970s

Printed in Italy by Arti Grafiche Marchesi Roma

Dimension approx. 69.5 cm x 48 cm  

 

The EPT Torino sign and the ENIT sign on the poster are references to two key tourism organizations in Italy. EPT (Ente Provinciale per il Turismo) was a local tourism board responsible for promoting tourism in specific provinces). These offices operated from the mid-20th century (around the 1930s -1990s) and were responsible for producing travel posters, brochures, and organizing tourism-related activities. ENIT (Ente Nazionale Italiano per il Turismo) is the Italian National Tourist Board, established in 1919 to promote Italy as a travel destination abroad. It worked at a national level collaborating with local tourism boards to promote skiing in the Marmolada area. ENIT still exists today as Agenzia Nazionale del Turismo. Posters were issued by both offices from the 1950s to the 1980s. The design and printing were often handled by Italian printing companies, sometimes marked with “AGAF” or “A.R. Senatori”.

 

Arti Grafiche Marchesi, established in Rome in 1953, has been active in the printing industry since its inception. The company has produced various materials, including posters, over the decades. Notably, in the 1970s, Arti Grafiche Marchesi printed promotional posters for Alitalia, Italy’s former national airline as well as for ENIT. 

 

The use of the French phrase “TOUJOURS SKI” (“Always Ski”) suggests that the poster was aimed at French-speaking audiences, possibly to attract tourists from France and other French-speaking regions. While the exact publication date of this poster isn’t specified, such collaborative promotional materials were commonly produced in the mid-20th century, particularly during the 1950s to 1970s, to boost tourism in Italy’s renowned ski destinations. The Marmolada mountain, standing at 3,342 meters, is the highest peak in the Dolomites and is famous for its skiing opportunities, including the “Bellunese” slope, which is the longest in the Dolomiti Superski area. This rare poster not only serves as a piece of promotional material but also as a historical artifact, reflecting the efforts of Italian tourism agencies to market their natural attractions to international audiences.

 

Foto Riva, situated in Alleghe  (a picturesque alpine village located in the Province of Belluno, in the heart of the Dolomites) have always been image professionals, working in the field of advertising photography with posters, postcards, depliants and a vast archive of images.