The picturesque town of Agira nestles in the hills of central Sicily and, until now, was a relatively sleepy place with modest efforts at attracting tourists.
That was until a local fashion retailer decided to film some of its elderly residents to celebrate the opening of a new outlet store in the town (population around 9,000).
The result is a rather strange clip which is memorable not for the clothing store itself but for the way in which Agira's residents have come across - a cross between a quirky group of divas and ageing fashionistas. Or something...
httpv://www.youtube.com/watch?v=VPBRiDhrRqA
Inevitably the clip has turned the town and its garish models into a bit of a hit on YouTube, attracting almost 110,000 views in a matter of weeks.
This is all without the help of the local tourism board - an organisation which will be welcoming the sudden attention on the town but perhaps wondering how to follow up.