A new sales outlet of the photographic and video chain Fotoamatore has opened in Bologna, the capital of the region Emilia Romagna. To mark the launch, autorivari have created a publicity campaign using the city newspaper, ‘ Il Resto del Carlino ‘ and posters on busses and other visible spots using a Russian style font to illustrate the fact the the shop is in Via Stalingrad. By playing the ‘Russian’ card, the citizens of Bologna have an iconic association with the street and therefore the new new Fotoamatore shop.