IMAGINE Communication (English language)

“ If you don’t look up to the sky, you will never see the stars”

imagine a destination with... 3000 years of history and culture over 70% of the world’s cultural heritage a superb gastronomy tradition legendary hospitality and landmarks world’s fashion & design epicenter a unique lifestyle

90% of the hotels unbranded high market fragmentation no promotional strategy no synergies no brand no communications activity low visibility for events limited access to international markets

HOW CAN ANYONE COMPETE ON GLOBAL MARKETS

… but the world is changing

Source: Internet Advertising Bureau, 2006 a radical change has occurred in the world of marketing…

Consumers are not listening anymore

because today a person is… creating selecting participating exchanging influencing buying commenting … changing

and consequently communications move from this… BROADCAST “ we tell you ” (example: The New York Times, CNN, etc.) Passive readers/audience Newspaper Magazines TV big advertising budgets Publisher/broadcaster $ $ $

INTERACTIVE “ tell us what you think of what we tell you” (example: nytimes.com, cnn.com, etc.) passive readers/audience publisher/broadcaster … to this Newspaper Magazines Web Video TV & radio Podcasts Forums Comments Ratings Blogs Networking big advertising budgets product placement, story telling, public relations, audiovisual, viral marketing, etc. + $ $ $ $ $ $ Interactive audience

… and what about the travelers? financial crisis and economic recession tighter credit conditions, high consumer debt, decreased housing wealth, stagnant wages, and rising unemployment contraction in travel demand, ( particularly business travel )

It is vital to target early adapters and emerging economies, focusing on both the volume and the individual value of travelers, to maximize future returns and drive short-term business volume. Source: Deloitte Analysis

understanding the concurrent changing of customers’ behaviour would allow innovative ideas to emerge, new profitable alliances to be forged, by creating interesting new marketable offers and services

factors inflencing today’s travelers behavior Source: Deloitte Analysis ! As per slide 1

multiple choices (long tail) available emotionally motivated to travel different travel persona in each trip more information and contractual power distinguishes between “travel” and “travelling” today’s traveler is in control

positioning

experience creation

external communication

story telling

third party endorsements

accessibility

experience delivery

internal communication

accessibility

experience feedback

story sharing

external communication

story telling

third party endorsements

accessibility

during after before

so… we have got organized

we created a team of experts in travel & tourism and international communicators , with 4 high-impact networks of external professionalities

the PATRONS joining forces to form an alliance able to provide one-stop, full-service, support on strategic communications, marketing & training in all key international markets the managing TEAM the PARTNERS the local AGENCIES the MEDIA

The managing team is an agile and flexible structure led by: Marco Ferrari , for 20 years Vice President External Communications for Europe, Africa & Middle East for Starwood Hotels & Resorts Lucilla de Luca, a communication professional with a proven track record of excellence in luxury destinations like Costa Smeralda Daniele Savio , entrepreneur with interests in the areas of medical, gastonomy and real estate & Emanuela Bucci, an event organizer and international web communication expert

the Partners are leading companies and consultants providing direct high quality operative support to the initiative: AJS Connection (public relations) AQA Communication (partnerships) Chiara Saraceno (public relations) Connexia (web marketing) Dennis Redmont (strategic training) eXperience (data marketing) Eugenio Bernardi (public relations) Hotel Photography (photography) HVS Hospitality Services (sales & marketing) Intercontinental Travel Co. (congress & events) Liana Viggiani (public relations) Propaganda GEM (product placement) QFS (F&B procurement) Sean Becker (branding) Studio Luvié (creative services) 2.0TaskForceItaly (new media marketing) The Family (audiovisual productions) The Family Events (cultural events) Leone Jannuzzi (hotel management)

the local agencies , are a network of experienced independently operating communications experts with a proven record of excellence in travel & tourism, located in: Austria Egypt France Germany Greece Israel Italy Poland Portugal Russia Spain Turkey UAE UK USA allowing local supervision and quality control to all initiatives, events and campaigns...

… and a Media database of 7,108 journalists in: Australia Austria Belgium China Egypt France Germany Greece Hong Kong Israel Italy Japan Malaysia Netherlands Poland Portugal Qatar Russia Saudi Arabia Spain Turkey UAE UK USA

professional communicators experience in International travel & tourism operating in all key markets press office branding PR 2.0 social networking partnerships audiovisual events product placement crisis communication sustainability training consultancy strategic web marketing strategy network of local PR agencies network of partners a database of 10,000 media innovation creative photography

… with a range of innovative tools in addition to the traditional ones, in order to effectively communicate with today’s audience...

… like a new format for press releases to effectively address social media requirements of information and multimedia to maximize the impact in the distribution of news… … and the online newsroom concept, a one-stop-shop for the media to gather information, audiovisual, background data, usefull links and keep updated on the subject

… aggregative tools like blogs, social networks, forums and e newsletters by destinations and key selling points to allow the small and medium size companies to afford to consistently communicate with the consumers and the media on the international markets

… a full range of marketing & communications services to cover all requirements in one stop, ensuring message alignment and a coordinated delivery between all tools…