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DESTINATION MARKETING & BRANDING PLAN - LOMBARDY
 

DESTINATION MARKETING & BRANDING PLAN - LOMBARDY

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This was the first group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to sketch out the broad structure of a destination ...

This was the first group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to sketch out the broad structure of a destination management plan using Lombardy as an example of destination.

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    DESTINATION MARKETING & BRANDING PLAN - LOMBARDY DESTINATION MARKETING & BRANDING PLAN - LOMBARDY Presentation Transcript

    • The purpose of Milan Tourism Matters can be encapsulated in the following mission statement: «To enhance a friendly experience in order to let tourists discover the variety of attraction that Lombardy region and its capital offer, as they have always been considered just a business market.»
    • From now on, we are going to follow the PRICE model! IN ORDER TO PURSUE OUR MISSION, WE ARE MOVING THROUGH BOTH A LONG AND IN A SHORT TERM PLANNING
    • • DESTINATION VISION «Lombardy is one of the richest region in Europe, its GDP is the highest in Italy and the region is recognised among the world’s most attractive destinations for business, leisure and wellness travels.» • DMO VISION «To be the most recognised DMO in Italy, known as a big builder of strong public and private partnerships among tourism players, promoting also other italian regions, achieving over expected results.» PLANNING
    • MARKETING GOALS In this conclusive step of the long term planning, we have to set up marketing goals that should be achieved within 5 years. For example: • Promote Lombardy as a Leisure destination. • Make Milan more green and sustainable, • Make Lombardy infrastructures more efficient. • Improve people awareness of Lombardy attractions such as SPAs, mountains and lakes. • Promote eno-gastronomic products through tours, festivals and peculiar itineraries. • Attract international tourists from BRICS markets. • Exploit more Fashion & Design. • Renovation of Navigli all over the region. PLANNING
    • ENVIRONMENTAL SCAN Now we focus on the short term. The first question we have to ask ourselves is: where are we now?. In order to answer this question and Environmental & Situation Analysis is needed. This means that we have to consider our: • Strenghts (Fashion, Design, Business, Culture, Food) • Weaknesses (Stereotyped as a business destination, language barriers, lack of clear signals for tourists) • Opportunities (Huge amount of incoming tourists due to EXPO 2015) • Threats (Risk of abandoning all the infrastructures and projects built for the EXPO 2015 ) RESEARCH
    • • SITUATION ANALYSIS • Destination Analysis-> Destination is usually seen as a business one. • Competitive Analysis-> Paris and London are our bigger competitors mainly for business & fashion • Visitor market analysis-> A lot of North American, Russian and Germans for leisure. Problems with VISA for the Chinese market. • Marketing Position Milan is seen as the italian economic capital and the most famous city for fashion and design. RESEARCH
    • AFTER ANALYSIS WE IDENTIFIED OUR UPS: • Como, Lecco and Garda Lakes • Duomo of Milan • Bergamo Alta • Villa Carlotta (Tremezio) • Cattedrale di Cremona • La Scala Theatre • Un Botto Mountains • Navigli RESEARCH
    • TARGET MARKET Positioning & Image : We want tourists to think of Lombardy not as a business destination as a green region which provides different leisure activities, innovative attractions and charming experiences. Branding: As for the brand, we created a slogan and a Logo. The main aim was that of repositioning of Lombardy from Business to Leisure destination. For this reason:
    • 1. We took as a slogan «LOMBARDY, Our Business is your pleasure» 2. We took the logo of  3. And trasformed it, starting from its shape to create a new brand logo, highlighting the main leisure attractions (Duomo, Como Lake, Skiing and Fashion) to show what Lombardy has to offer. THE NEXT SLIDE SHOWS THE RESULT
    • MARKETING OBJECTIVES Our objectives need to be quantitative and S(specific)M(measurable)ART , they have to target a specific market and they have to be monitorable over time. For example : • Increase the number of Chinese people up to 2 millions within 2015 • Renovate 30% of the farmhouses of Lombardy within 2015 and transform them in cultural infrastructures for the enogastronomic segment. • Increase Lombardy GDP up to 2% in 2 years. • 2 more subways that will be functional within 2015 and 1 that will be working after 2015.
    • Product Lombardy- location and experience Price What we cando is trying to negotiate with institutions in order to decrease the city tax Place It is the main part of our product Promotion Youtube channel with customized videos, visitlombardy.com, social media, international advertisement Packaging As a DMO we try to make different players of the tourism industry to cooperate and create packages for the visitors Programming We want to increase the number of festivals, events and activities at an international level such as EXPO 2015 Partnership We work with Regione Lombardia and private companies in order to promote the territory and facilitate inbound tourism People We have to deal with a «cold» culture which needs to be aware of the importance of tourism. Now that we planned our work we have to understand how to implement it and make it work. IMPLEMENTATION
    • • Marketing budget As we work in partnership with Regione Lombardia and private organisation we raised enough found to apply the objective-and-task budgeting approach. • Responsibilities Regione Lomabardia takes care of traditional advertisement; NetPropaganda, an outsourced company, builds the website; Our DMO, takes care of the website contents and of social media management. • Timetable The website has to be on-line by December 2013; As soon as the website is active, we will launch our customized social media campaign; Traditional advertisement has to be launched by January 2014. IMPLEMENTATION
    • Selection of performance criteria and measurements: • Every month check if the renovation works of farmhouses are proceeding; • Every 6 months we record the arrivals of tourists coming from BRICS making sure that they are increasing; • Monitor sales of eno-gastronomic products and the attendance in festivals to be sure our promotion is bringing an improvement in these fields. Monitoring plan performance • We will check whether our performance is mirroring the criteria we have chosen every six months. Adjustments and/or modification of the plan • During the control phase, we can find ourselves in a situation where our objectives might be far away from their accomplishement. If this was the case, we should be ready to promptly change our tactics in order to adjust the current situation and actively drive better results. CONTROL
    • The final section regards evaluation. A first point is to make sure our efforts in using our resources(both economical and personal) have been effective. So, we will verify wether the final goals have been achieved or not. For this purpose: • we will conduct a survey to find out if Lombardy has begun to be perceived as a leisure destination. • We will verify that all the initial goals we established, have succsessfully generated the results we were expecting. • In this way, we will make sure we fulfilled our mission and if we are walking towards our vision for the destination EVALUATION