City of Rome - Long


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Brand Analysis & Strategic Suggestions.
December 2008.

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City of Rome - Long

  1. 1. City of Rome Brand Analysis & Strategic Suggestions Roma, 17 Dicembre 2008 Paola Sinisi
  2. 2. Outline <ul><li>Introduction, objectives </li></ul><ul><li>Methodology </li></ul><ul><li>Rome at a glance </li></ul><ul><ul><li>Top-of-mind associations </li></ul></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Weakneses </li></ul></ul><ul><ul><li>Key Brand Elements </li></ul></ul><ul><li>Rome: strategic perspectives </li></ul><ul><ul><li>Brand Idea </li></ul></ul><ul><ul><li>Strategic advantages </li></ul></ul><ul><li>IMCommunication plan </li></ul><ul><ul><li>ATL + BTL </li></ul></ul><ul><ul><li>Sponsorhip </li></ul></ul><ul><ul><li>Event </li></ul></ul><ul><ul><li>Other initiatives </li></ul></ul><ul><ul><li>Internet </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul><ul><li>Media plan & budget </li></ul>
  3. 3. Introduction, Objectives
  4. 4. Rome as a brand <ul><li>City of Rome aims at driving a new development process for the Capital. </li></ul><ul><li>The programme ranges from economic to social and cultural initiatives , thus calling for a positioning of Rome as brand of both national and international breadth. </li></ul>
  5. 5. Objectives <ul><li> EMPOWER AND RELAUNCH THE ROME BRAND IN ITALY AND ABROAD </li></ul><ul><li> IMPROVE AWARENESS </li></ul><ul><li> RISE INTEREST </li></ul><ul><li>Through: </li></ul><ul><ul><li>Analysis of brand perception at both national and international level. </li></ul></ul><ul><ul><li>Identification of a strategic positioning that can shape and support the communication in Italy and abroad. </li></ul></ul>
  6. 6. Methodology
  7. 7. Qualitative Research <ul><ul><ul><li>Context Analysis </li></ul></ul></ul><ul><ul><ul><li>Collection of national and international press material: newspapers, magazines, and web content from 7 Countries (Germany, France, UK, Spain, Italy, USA, Japan). </li></ul></ul></ul><ul><ul><ul><li>Qualitative Analysis of the information collected. </li></ul></ul></ul>D E S k <ul><ul><ul><li>Questionnaire </li></ul></ul></ul><ul><ul><ul><li>30 Consumers in 6 countries (Germany, France, Spain, Netherlands, USA, Japan) who replied through social networs </li></ul></ul></ul>F I E L D
  8. 8. Rome at a glance
  9. 9. Top-of-Mind Associations Source: Questionnaires sent through social networks If I say Rome, what is the first thing that comes to mind?
  10. 10. A strong and positive brand <ul><li>The brand Rome has a strong intrinsic evocative power . </li></ul><ul><li>It is above all the greatness of its past and the emotional appeal of its most famous icons , such as the Coliseum and the Vatican. </li></ul><ul><li>The set of positive images associated with the brand represent the majority of the top-of-mind associations of the international audience. </li></ul>
  11. 11. Strengths
  12. 12. The Beauty of History <ul><li>The strength of the Roman historical heritage fascinates people not only because of its archaeological and cultural value. </li></ul><ul><li>Its value is especially perceived through the beauty of its architecture. </li></ul><ul><li>Whoever visits the city is hypnotised by an aesthetic rapture . Who talks about Rome often seems to be describing a surreal atmosphere, the setting of a fantastical adventure. </li></ul>
  13. 13. Source: L’Internaute; Rome: The eternal city The immortal city
  14. 14. Source:, 2006; To us, Rome is by far the most beautiful city of Europe. Giant buildings like the Coliseum, the Spanish Steps, and the Vatican with St. Peter‘s Cathedral are of great impact and very suggestive.
  15. 15. The power of La Dolce Vita <ul><li>The food, the weather, the habits, the people of Rome: the imaginary revolving around La Dolce Vita is still extremely strong and represents a big part of the city’s allure. </li></ul><ul><li>Who visited the city, and even who just imagines it, is fascinated by a charming familiar atmosphere , by people’s warmth, and by a relaxed and voluptuous life style . A city that is always in fervour but with an indulgent modus vivendi . </li></ul><ul><li>Rome is synonym of hedonism . It is a sensorial image made of colours, smells, tastes, and emotions. It is almost a ode to life. </li></ul>
  16. 16. The Taste of Rome : Oil, Gelato, Pizza Source: Le Figaro; Kahoku Shinpou/21/09/08; Shukan Touyou Keizai/ 26/07/08
  17. 17. Rome is simply Rome. People could not be more beautiful, more urban, more proud.You can see how they live the Dolce Vita and you can perceive it throughout the city itself. Source:, 2007
  18. 18. Rome the Goliard <ul><li>Rome is its people, the inflexion of its idiom. A unique character, which is expressly Roman. </li></ul><ul><li>A character inherited from a fierce and glorious past. A fervour that is easily perceived during sports matches as well as in everyday situations. The first impact with Rome is perceived or imagined as getting in contact with gladiators of our time with a sex appeal that is typical of these warm and passionate people. </li></ul><ul><li>It is not just the savoir vivre of La Dolce Vita, rather it is pure life , a bit rough a it rude but just as such even more exciting. </li></ul>
  19. 19. Source: Focus Extra n°35 Typically, the Roman is infinitely proud of its city but at the same time he is anarchic and indolent, imaginative and slightly eccentric. But above all, he knows how to be self ironic.
  20. 20. Source: Serie A Confidential;; The Guardian Despite the tensions between the supporters, the derby between the two Roman teams usually offers the best of Serie A: a match between modern gladiators. This is Italy, where the calmest of conversations looks like a row that can escalate in a raging debate.
  21. 21. Beautiful & damned <ul><li>Rome is the obvious dichotomy found in its being able to foster opposite emotions and opinions. </li></ul><ul><li>Its uniqueness lies in the eternal contrast between ancient and modern. In a game of power between the static architectonic treasures and the chaotic livelihood of the life that surrounds them. </li></ul><ul><li>Rome is its own planet, where even the smallest negative aspects become integral part of a bigger picture that can easily charm. </li></ul>
  22. 22. Source: Partir The 6 senses of Rome Rome is like an optical illusion, it blends noise and silence, it makes your mouth water, it acts nice and makes fun of you. Romans seem to find their balance in living in between opposite poles.
  23. 23. Source: International Herald Tribune The polarity between republic and empire, beauty and decay, order and tyranny, expression and silence. Tensions that found equilibrium in ancient Rome and still represent the foundations of culture. Rome is both loved and hated by Italians. The Northerners hate it a little more than they love it; Southerners love it a little more than they hate it. Rome is neither from the south nor from the north. It’s a global city.
  24. 24. Weaknesses
  25. 25. Disfunctional city <ul><li>Both for its citizens and for tourists, it is hard being in Rome because of an lack of efficiency, which is due to a low civic sense and an inert urban organisation. </li></ul><ul><li>More specifically, problems are linked to antisocial behaviour, to mobility and cleaning issues , all of which represent an obstacle for Rome if it wants to be considered as a modern European capital. </li></ul><ul><li>Chaos is no longer a metaphor for an active and sparkling life style. It is rather considered as measure unit of a process of crystallisation into a status of inefficiency . Rome denies the duties and responsibilities of a modern capital. </li></ul>
  26. 26. Rome is dirty too Source: El Pais;,148390-2.html Rome deteriorates. The lack of conservation jeopardises the foundations of the Palatino and the monuments. Traffic is chaotic and public transportation is not reliable.
  27. 27. Source:; International Herald Tribune The place is literally soaked in booze and growing numbers of residents are fed up with what they see. There is a total lack of control Comparison between Rome and Paris: Paris tube is better. Paris is cleaner. Traffic in Rome is absurd: It’s like the Caribbeans but with 7 million people. Romans are more earthy, loud and chaotic. Fiumicino Airport is moder enough but is chaotic like a third world one.
  28. 28. Source:; Watch out for taxi drivers who deliberately confuse ‘fifteen’ and ‘fifty’ and restaurants with menus written in 4 languages. My first impression of Rome: a lawless land, where anybody can make his own rules as long as it doesn’t attract the attention of occasionally alert police officer.
  29. 29. An aggressive character <ul><li>The tourist – but often times Rome’s very citizens – feels threatened by the various expressions of crime and public disorder . </li></ul><ul><li>From the viewpoint of safety, personal experiences and word of mouth hinder the city from competing with other major European destinations. </li></ul><ul><li>The pride and passion inherited from the ancient Roman culture, the very spirit of the gladiator, sometimes turn into aggressiveness and hostility. </li></ul>
  30. 30. Source:;; Rome does not manage to control violence and public disorder following sports matches.
  31. 31. Source:; International Herald Tribune Rome Setting of various demonstrations and public disorder that often turn violent
  32. 32. Source: International Herald Tribune;; Endemic petty crime: military forces called to town to try and stop the run towards first place in the most dangerous city ranking.
  33. 33. Stuck in the past <ul><li>The international public opinion often finds it boring and static ; Rome does not seem able to get a good grip on modernity . </li></ul><ul><li>Rome thus tends to stay in the shadow of many other European capitals that cannot proud themselves of such a heritage but that manage to lure tourists with the sparkles of avant-garde cultural movements and advanced technology. </li></ul><ul><li>It is seen as irremediably affected by the ‘Not In My Backyard’ syndrome; Rome is where both residents and the administration tend to oppose to innovation necessary for the development of the city and the community. </li></ul>
  34. 34. Beside Renzo Piano’s auditorium, it looks like only people have to right to evolve. All the rest seems frozen. Source: Partir; Unlike other European cities, Rome is torn between the need to preserve its past and that of building its future.
  35. 35. Source: Polemics about the new proposals for modernisation: Rome risks becoming a supermarket for mass tourism. But the true barbarians are those who oppose to any form of innovation. The polemics generated by the advent of the first modern building in the centre of Rome.
  36. 36. Brand Key Elements 1. The beauty of history 2. The power of La Dolce Vita 3. Rome the Goliard 4. Beautiful & Damned 1. Disfunctional city 2. An Aggressive Character 3. Stuck in the Past + -
  37. 37. Rome: Strategic Perspective
  38. 38. <ul><li>Both the national and international collective imaginary see Rome as an extremely positive brand . However, its stregths can sometimes repesent the seed of its very weaknesses. </li></ul>
  39. 39. Demand for modernity <ul><li>The single most influential negative aspect is the perception of an idle city that is far from modernity , both from a functional/administrative and a cultural viewpoint. </li></ul><ul><li>More specifically, despite the charm of the historical and artistic heritage of the city is well acknowledged, there is undoubtedly a strong demand for modernity . </li></ul>What form of modernity for Rome?
  40. 40. Source: Ideat; Long suffocated by the weight of its historical heritage, Rome now opens uo to contemporary architecture and even dares with the boldest names! The dusty Italian capital reinvents itself, challenges the polemics generated by this new modernity and finally faces the future. Deeply rooted in its past, yet always on the move. Te city’s architectural history reflects this tug-of-war between past and present.
  41. 41. Source: La Repubblica 9.12.08; TimesOnline Rome capital of the future: The labs of Cisterna developed the prototype of the first ecological sports car, with a modern soul and the roaring face of La Dolce Vita. Rewind Rome. ‘ Virtual reality’ show for a Disney-style Ancient Rome theme park. It combines archeological research with up-to-date technology.
  42. 42. New city energies <ul><li>A new course of action that combines the magnificence of the past with the modern avant-gardes is already taking place in the Capital. </li></ul><ul><li>By investing in the new, in the very livelihood of a contemporary fervour , Rome becomes the unique hub where the beauty of the past meets the undoubted visionary charm of modernity. </li></ul>
  43. 43. Brand idea
  44. 44. Area of communication Work in progress The brand communication will not be over promising boasting about a hyper modern city. The aim is to communicate the change, the fervour, the livelihood . It is a commitment to work on energies that are universally acknowledged in order to get - as in its glorious past - at the front line of our times. Area of communication
  45. 45. Brand Idea WORK IN PROGRESS City of Rome Molding the layer of the XXI century. Area of communication
  46. 46. <ul><li>Since more then two millennia, Rome is stratification of people, cultures, architectures, lives. It is the heirloom of a crucial civilization for the occidental culture. It is universal heritage found in every piece of the city, and that is composed of layered strata that gift the Capital with charm and wealth. </li></ul><ul><li>Stratification of life and culture that would never stop. </li></ul><ul><li>in fact, after more than two millennia, Rome continues to change and evolve so to mold the layer of the XXI century. A layer that is strong of its beauty and of the power of the others before it. </li></ul><ul><li>Because Rome has the economic, social and cultural energies to continue shape modernity: urban and environmental projects, services and facilities, culture and knowledge. All an ambitious goal to work for. </li></ul><ul><li>City of Rome. Molding the layer of the XXI Century. </li></ul>City of Rome Molding the layer of the XXI century.
  47. 47. Strategic advantages <ul><li>The development of a communication plan that is consistent with the proposed creative concept allows to: </li></ul><ul><ul><li>Work positively and actively on a real consumer insight that is largely shared both nationally and internationally (demand for modernity) </li></ul></ul><ul><ul><li>Capitalise on Rome’s uniqueness, that is, its renowned historical, artistic and cultural heritage overcoming its twin negative aspects (immobility) </li></ul></ul><ul><ul><li>Position Rome as a competitive brand and differentiate it from other European capitals thanks to a very unique selling point. </li></ul></ul><ul><ul><li>Take advantage of a single yet comprehensive strategic platform for communicating to both the national and international audience </li></ul></ul><ul><ul><li>Support and sign all more targeted initiatives of the City of Rome with a holistic approach. </li></ul></ul>