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  • 1. MARKETING STRATEGIESPromotion of Naples is very weak. The city has also a bad reputation, it’s known as dangerous and dirty. The image of Naples needs to be improved (using different marketing strategies) in order to have more tourists.
  • 2. 1. PROMOTING NAPLES IN MASS MEDIASOCIAL MEDIA: Facebook, Twitter, MySpace, micro-blog, etc.Advantages:• setting up profiles with company’s address and its offer;• promoting the company image in a effective way;• attracting new and maintaining old customers;• cutting costs of promotion and meanwhile increasing sales;• gaining useful information about customers’ needs and expectations;• developing the company’s offer.Recommendations:• creating a page on one of social networking services with information about Naples, itsattractions;• adding pictures and videos if possible, useful websites, incoming events.
  • 3. 2.1 CREATING WEBSITE ABOUT CAMPANIA / NAPLESAdvantages:• expanding source of information;• immediate publishing of unlimited information and content;• availability for recipients (24 hours a day, 7 days a week).Recommendations:• Creating a professional website providing information about Naples such as:• Discover Naples (facts, history)• Accommodation (hotels/guesthouses/hostels/summerhouses/camping base with contact info, opening periods)• See & do (tours, activities, culture and arts, dining and entertainment, shopping,festivities)• Travel guide (Campania by air/ sea/ train/ bus; car rental; rights and obligations)• Maps, photos, videos, folklore music, FAQ
  • 4. 2.2 ONLINE BANNER ADSAdvantages:• displayed across numerous web pages on the publisher’s networks;• easy way to build brand recognition;• very cost effective method of driving customers;• traceable, eye-catching, appealing and affordable pro-active tool for a business.Recommendations:• posting banner ads on national and international tourism websites.
  • 5. PROMOTIONAL VIDEOAdvantages:• one of the best methods to promote services and goods• can be used for several years• provides personal interaction• both visual effects and sounds is an effective way of gaining a viewers attention• best way to spread a message• engaging and naturally catchy• fast and easy informationRecommendations:• present the main attraction in the city of Naples/region of Campania• make a video based on a story• it has to be creative and enthusiastic• publish it in online media for easy access
  • 6. TELEVISION ADVERTISINGAdvantages• reaches large and diverse audience• creates desire• influences human behaviorRecommendations:• broadcasting TV advertising on national and international TVstations (Rai Uno, BBC, Travel and Living TV stations)
  • 7. PARTNERSHIPS BETWEEN TRAVEL AGENCIESAdvantages:•visibility of Naples as touristic destination on market•easy to establish•increase profitRecommendations:•making partnership between travel agencies/hotels in Naples/Campania with travelagencies in Italy/other countries•creating attractive packages for tourists including accommodation, meals andtransportations
  • 8. SOCIAL SUSTAINABLE TOURISM Social Tourism was found to increase family capital in the short term, and socialcapital—in terms of social networks, related pro-active behavior and self-esteem—in the medium term. These increases can be seen as beneficial for the participants and to wider society. Consequently it is suggested that Social Tourism may be a cost-effective addition to social policy.
  • 9. TOURIST POLICY.• guardians/ office• people for Naples’s tourists• new tourist police offices
  • 10. Zona Ospedaliera Tourism policy Bosco di Capodimonte Orto Botanico Via Scarlatti Montesanto P.Za Garibaldi Via Caracciolo San Martino