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Campione del Garda Destination Analysis

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Tourism destinations seek to differentiate themselves from other destinations by using effective positioning and branding strategies to communicate positive images to consumers. Many places spend ...

Tourism destinations seek to differentiate themselves from other destinations by using effective positioning and branding strategies to communicate positive images to consumers. Many places spend significantly on advertising and media to enhance their potential in the world, but they can greatly benefit from marketing thinking that helps to uncover their best strengths and successfully transform their image.
Countries, regions and cities need to compete in the global market by building their brands. Emphasis in this program would be placed on enhancing the long-term sustainability and competitiveness of the destination Campione del Garda, while optimizing
tourism’s overall contribution to economic development in host communities. This course offers a practical approach to positioning and branding tourism destinations. This Business Plan has been developed by a group of MTM 6 sudents in cooperation with the consulatancy Progetto Turismo and Coopsette, a leading company in Italy for requalification of large dismantled urban and industrial areas and for development of new areas.

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Campione del Garda Destination Analysis Campione del Garda Destination Analysis Presentation Transcript

  • V Module Business Plan CAMPIONE DEL GARDA DESTINATION ANALYSIS Tutor Eng. E. Valdameri Master in Tourism Management – VI edition – 2009-2010 1
  • Campione del Garda's plan is carried out by Coopsette, a leading company in Italy for requalification of large dismantled urban and industrial areas and for development of new areas Master in Tourism Management – VI edition – 2009-2010 1
  • INTRODUCTION Campione del Garda, creating a tourist Destination Master in Tourism Management – VI edition – 2009-2010 2
  • INTRODUCTION Campione del Garda is a small village in the municipality of Tremosine, famous for aquatic sport, like kite surfing, and it is the only one straight on the Lake Garda's riverside. The upgrading project of the place will offer to “real lake lovers” a combination of exclusive detached homes and apartments overlooking a private marina with assigned berths & Yacht Club. It will offer as well hospitality facilities, commercial premises, health and beauty areas, exclusive restaurants and cafés overlooking the lake Master in Tourism Management – VI edition – 2009-2010 3
  • INDEX 1. Inventory of Attractions and Accommodations 2. Current Marketing Efforts 3. Market Research 4. Target Market 5. Tourist Motivators 6. Promotional Goals 7. Campaign Theme, Advertising, Media and PR 8. Evaluation Plan and Budgeting Master in Tourism Management – VI edition – 2009-2010
  • 1 INVENTORY OF ATTRACTIONS AND ACCOMMODATIONS CAMPIONE DEL GARDA • ON THE WEB - www.campionedelgarda.it (project website) - www.vcampione.org (sailing club Campione del Garda) - www.kitesurfcampione.it , www.kitesurfing.it • WEB 2.0 - Tripadvisor: no comments - Facebook: there were a few pages about Campione del Garda. Negative comments were made against the project Master in Tourism Management – VI edition – 2009-2010
  • 1 INVENTORY OF ATTRACTIONS AND ACCOMMODATIONS • Natural Attractions - Garda Lake (the largest in Italy) - Overhanging Rock - Park Alto Garda Bresciano • Manmade Attractions - Trekking and nordic walking (walk from Campione del Garda to Pieve di Tremosine) - Gardaland Master in Tourism Management – VI edition – 2009-2010
  • 1 INVENTORY OF ATTRACTIONS AND ACCOMMODATIONS • Festivals – Cultural or Ethnic Attractions – Special Events in the Tremosine Area - S-ciapì game ( egg decoration) - Cinquemiglia del Ghiottone (gastronomy event) - Maramao ( children event) - Mont Martre (art exhibition) - Vita nei borghi, festival di musica antica ( culture, music and gastronomy events) • Recreational Attractions - Sailling club and school - Kite surf club and school • Accommodation - No hotel Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS 1. 2009 The Advertising campaign is made on newspapers and magazines both International (German and English) and Italian. Message/ Key points: • Advertising for real estate luxury properties • Exclusivity of Campione del Garda • Eco-sustainability of the project • Private Marina, Yatch Club Target: • Medium-high level people looking for second houses and/or private investors Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS International Media: • Financial Times (England) • Die Presse (Germany) • Die Zeit (Switzerland-Austria) Period: March-May 2009 Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS Italian Media: • Il Sole 24 ore • La Repubblica Edizione Bologna • Dolomiten • Alto Adige • Corriere della Sera Edizione Milano e Veneto Period: March-May 2009 Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS 2. 2010 The campaign is more developed with full page advertising, more pictures and renderings, but for a more selected number of media and newspapers. Message/ Key points: • Advertising for real estate luxury properties starting at € 145.000 • Show a visual rendering of the appartments and more information about the village Target: • Medium-high level people looking for second houses and/or private investors Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS National and International Media: • Suddeutsche Zeitung (Germany) • Die Zeit (Germany) • Dolomiten (Italy) • Gardasee Zeitung (Germany) • Giornale di Brescia (Italy) Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS National and International Observation: The example of advertising in an English newspaper seems pretty similar to the one for a German target. Advertising should be more specific considering that different nationality means different culture, ideas, needs. Master in Tourism Management – VI edition – 2009-2010
  • 2 CURRENT MARKETING EFFORTS National and International Approach to Market: Appeal must be made to each specific market as each would have their individual needs to be satisfied. The mediums used the niche emphasis would differ. Master in Tourism Management – VI edition – 2009-2010
  • 3 MARKET RESEARCH 3.1 Inventory of tourist attractions in the area, region 3.2 Market trends 3.3 Tourist motivations and Tourist profiles, including expenditures Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA LIMONE SUL GARDA • Natural Attractions - Garda Lake (the largest in Italy) • Festivals – Cultural or Ethnic Attractions – Special Events - Firework shows - Wine Tasting: Limone my love - Music festivals - Lemons and Olive Production - Guided tours and tasting at the oil-presses and oil-mills of Lake Garda - Guided tours and tasting at the wine cellars and vineyards of Lake Garda • Recreational Attractions - Walking paths - Guided tours and tasting at the oil-presses and oil-mills of Lake Garda - Guided tours and tasting at the wine cellars and vineyards of Lake Garda Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA • Recreational Attractions - Biking, horse riding - Wind surf, Catamaran, Canoe school - Guided tours and tasting at the oil-presses and oil-mills of Lake Garda - Guided tours and tasting at the wine cellars and vineyards of Lake Garda Accommodation capacity in Limone 6464 6466 92 6470 6444 88 6320 #ofbeds 84 6170 6136 #ofaccommodations 6029 6020 80 2005 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA RIVA DEL GARDA • Natural Attractions - Garda Lake (the largest in Italy) - Monte Brione - Park Grotta Cascata del Varone • Historical Attractions - Municipal museum Riva, Villino Campi - The pile museum in Molina di Ledro, San Martino Mountain - Bastione Veneziano - Torre Apponale, Inviolata Church, La Rocca • Festivals – Cultural or Ethnic Attractions – Special Events - Musica Riva Festival, Garda Jazz Festival - Bayern Munich on Garda Lake, Craft BikeTransalp. - Notte di Fiaba 2010 Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA • Recreational Attractions - Sailing Club and Windsurf Club - Cycling paths, Horse riding Club, Diving Club Accommodation Capacity in Riva del Garda 12069 773 12000 11859 11815 768 11800 #ofbeds 11600 #ofaccommodations 763 11453 758 11400 2006 2007 2008 2009 Source: INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA SALò • Natural Attractions - Garda Lake (the largest in Italy) - Park Alto Garda Bresciano, Colle San Bartolomeo (hill upon the village with many trekking paths) • Manmade Attractions - Documentation and Study Centre on the historical period of the RSI - Nastro Azzurro Museum (military museum),Archaeological museum A. M. Mucchi, Campoverde village • Historical Attractions - Via Sant'Jago (necropolis), SalÒ Cathedral (Gothic Style) - Podestà Palace, The Fantoni palace (Ateneo di Salò) Master in Tourism Management – VI edition – 2009-2010
  • 3.1 INVENTORY OF TOURIST ATTRACTIONS IN THE AREA • Festivals – Cultural or Ethnic Attractions – Special Events - Violin Festival, Garda‟s Film Festival - Salò Sail Race Meeting, End of Summer Circuit Eni-Vodafone - Regatta of the Bisse (organized by the “Lega Bisse del Garda”) • Recreational Attractions - Canoe Club, Golf Club “Golf il Colombaro”, Tennis Club,“Tennis Club Salò” Accommodation Capacity in Salò 42 1575 1543 1464 1472 38 1450 1371 #ofbeds 1325 34 #ofaccommodations 1260 1200 30 2005 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica Master in Tourism Management – VI edition – 2009-2010
  • 3.2 MARKET TRENDS 3.2.1 Tourism in the World 3.2.2 Tourism in Italy 3.2.3 Tourism in the North-West Garda Lake area 3.2.4 Tourism in the Tremosine area Master in Tourism Management – VI edition – 2009-2010
  • 3.2.1 TOURISM IN THE WORLD International Tourist Arrivals, 1950 - 2020 Master in Tourism Management – VI edition – 2009-2010
  • 3.2.1 TOURISM IN THE WORLD International tourist arrivals have continued to grow. Over the years tourism has experienced a unceasing growth and became one of the largest and fastest growing economic sectors in the world. Many new destinations have emerged alongside the traditional ones of Western Europe and North America In 2008 international tourist arrivals reached 922 million, up from 904 million in 2007, representing a growth of 2%. This overall growth builds on the strong results of the first part of the year, before the collapse of the financial markets and the subsequent recession. By 2020 international arrivals are expected to reach 1.6 billion Master in Tourism Management – VI edition – 2009-2010
  • 3.2.2 TOURISM IN ITALY Total arrivals & overnights in Italy 366.764.778 376.641.751 373.666.712 355.255.172 Total Arrivals Total Overnights 88.338.564 93.044.399 96.150.083 95.546.086 2005 2006 2007 2008 Over the years Arrivals and Overnights increased, apart for the 2008 probably due to the recession period. As for the nationalities of the tourists, 60% are Italian and 40% foreigners Master in Tourism Management – VI edition – 2009-2010
  • 3.2.2 TOURISM IN ITALY Accommodation and beds evolution in Italy 2.400.000 34.400 2.201.838 2.200.000 34.000 2.142.786 2.087.010 2.028.452 2.000.000 1.999.729 33.600 #ofbeds 1.969.495 1.929.544 1.891.281 #ofaccommodation 1.854.101 1.800.000 33.200 1.600.000 32.800 2000 2001 2002 2003 2004 2005 2006 2007 2008 The graph shows how both accommodations and beds increased in the last 9 years. This offer increasing could be a consequence of a growing demand as seen in the previous slide Master in Tourism Management – VI edition – 2009-2010
  • 3.2.3 TOURISM IN THE NORTH- WEST GARDA LAKE AREA We analysed the tourism trends in the North-West Garda lake area stressing on the villages of Riva del Garda, Limone, Tremosine and Salò. As we will see in the next graphs the market demand and offer is increasing apart for 2008. An interesting point that will come out is that in 2009 we have a positive recover Master in Tourism Management – VI edition – 2009-2010
  • 3.2.3 TOURISM IN THE NORTH- WEST GARDA LAKE AREA Total arrivals & overnights 2451745 2640240 2742054 2675873 2795308 474109 509656 538106 524934 558203 Overnights 2005 2006 Arrivals 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Master in Tourism Management – VI edition – 2009-2010
  • 3.2.3 TOURISM IN THE NORTH- WEST GARDA LAKE AREA Accommodation Capacity in the North West Area 23000 21685 21985 21581 850 20350 17000 600 #ofbeds #ofaccomm 11000 350 5000 100 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE We are focusing now in the Tremosine area that includes the municipality of Campione del Garda. We analyse as well its market share over the North- West Garda Lake area to understand better the part of the market that we can reach Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE Total arrivals & overnights in Tremosine 229785 230041 237777 192072 233680 26675 32129 35766 35715 35895 Overnights 2005 2006 Arrivals 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE Tremosine Arrivals Market Share 600000 474109 509656 538106 524934 558203 450000 300000 150000 5,6% 6,3% 0 6,6% 6,8% 2005 6,4% 2006 2007 2008 2009 Arrivals Tremosine Arrivals North-West Area Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Tremosine has a market share on the total arrivals of about 6%. In 2008 the market share increased even though the total arrivals decreased Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE Tremosine Overnights Market Share 2451745 2640240 2742054 2900000 2675873 2795308 2200000 1500000 800000 7,8% 8,7% 100000 8,4% 8,9% 2005 8,4% 2006 2007 2008 2009 Overnights Tremosine Overnights North-West Area Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici The overnights market share is of about 8%. Here again in 2008 it increased Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE Accommodation Capacity in Tremosine 1907 39 1925 1890 1858 1750 36 #ofbeds #ofaccommodation 1575 33 1505 1435 1400 30 2005 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE TREMOSINE ACCOMMODATION MARKET SHARE 900 600 Acc Tot Acc Tremosine 300 0 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE TREMOSINE # OF BEDS MARKET SHARE 25000 17000 Beds Tot Beds Tremosine 9000 1000 2006 2007 2008 2009 Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici Master in Tourism Management – VI edition – 2009-2010
  • 3.2.4 TOURISM IN TREMOSINE Increase in arrivals 2005 - 2009 35% 35% 30% 25% 18% 14% 20% 15% 10% 5% 0% World North west Garda lake Tremosine Out of the previous graphs we can conclude that the North-West part of Lake Garda and Tremosine are following the world trend according to arrivals. The fast growth of Tremosine shows that Campione del Garda has an opportunity to become a renowned holiday destination Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST PROFILES Italian / Foreigners Tourists in Garda Lake are mainly 25,4% foreigners Foreigners 74,6% Italians Source: Osservatorio turistico provinciale, CCIAA Brescia Foreigners Nationality 56% 90% of the foreign tourists come 34% from Germany and Austria 3% 3% 3% 2% Source: Osservatorio turistico provinciale, CCIAA Brescia Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST PROFILES Tourist Age Foreigners are mostly aged from 31 37% 33% 34% 33% to 50 and Italians have two peaks: 17% from 21 to 30 and from 41 to 50 15% 11% 12% Italians 1% 6%1% Foreigners 1% <20 21 - 31 - 41 - 51 - >60 30 40 50 60 Source: Osservatorio turistico provinciale, CCIAA Brescia Duration (nights) In average Italians spend in Garda Lake 4 nights and foreigners 7 nights 4 Italians Foreigners 7 Source: Osservatorio turistico provinciale, CCIAA Brescia Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST PROFILES Type of accommodation 35% 30% 25% 20% Italians 15% Foreigners 10% 5% 0% Hotel Second VFR Private acc. B&B Agritourism Camping house Foreigners, who are 75% of the tourists prefer to stay in a hotel or to have a second house (the real number of second houses is probably the double). Italians choose hotel as well and B&B Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST MOTIVATIONS Main touristic motivation 60% 50% 40% 30% 20% Italians 10% Foreigners 0% Source: Osservatorio turistico provinciale, CCIAA Brescia Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST MOTIVATIONS 70% 60% 50% 40% 30% Sports conducted 20% Italians 10% Foreigners 0% 70% 60% 50% 40% 30% Tourist activities conducted 20% Italians 10% Foreigners 0% Source: Osservatorio turistico provinciale, CCIAA Brescia Master in Tourism Management – VI edition – 2009-2010
  • 3.3 TOURIST EXPENDITURES Average daily costs (without transport & acc.) Foreigners like to spend less than 50% 40% Italians. But some of them are still 30% spending more than €150 20% Italians 10% Foreigners 0% 0 - 30 31 - 61 - 91 - 121 - >150 60 90 120 150 € Cost Transportation + Accommodation For what concerns the 150 accommodation Foreigners spend Transport (go & a little bit more than Italians 100 € back) 50 Accomodation (daily) 0 Italians Foreigners Source: Osservatorio turistico provinciale, CCIAA Brescia Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME Survey conducted at location (North-West Garda lake area) during a period of three days. Interviewd a total of about 100 people divided in Campione del Garda community, tourists, operators and opinion leaders in the neighbour area. The questionnaires were divided in three parts: - Part 1: Socio Demographic Data - Part 2: Tourists or Activity Data - Part 3: Campione del Garda Project Data The community of Campione is divided between old people (the majority) against the project and young ones in favour of it. However some of them have doubts about the fulfilling of the initiative Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 1. TOURISTS PROFILE Tourists age 40% 31% Tourists nationality 17% 13% 35% 27% 18-25 25-45 45-65 >65 17% 4% 6% 6% The results are in line with the 2% 2% previous data we analysed considering German and Austrian tourists. In this area we have an interesting presence of English tourists. Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 1. TOURISTS PROFILE Accomodation chosen BUDGET HOTEL Average lenght of stay CAMPING 6% 4% Booking path APARTME 2 W; 19% > 2 W; 2% NT VILLA MID 34% OTHER 1 W; 42% SCALE TA B&B HOTEL 8% 16% WE; 37% 11% 45% SELF ORGAN INTERNET 42% 34% The average lenght of stay is mostly one week and tourists prefere to stay in Midscale Hotel or in Apartment/Villa. The booking path graph shows that the holiday is mostly self-organised with the help of the internet Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 1. TOURISTS PROFILE Main holiday purpose The Lake is: OTHER 14% CONGRESS 40% 4% 30% SPORT 20% 16% RELAX 57% 10% FOOD & WINE 0% 7% SAILING 2% Lake weaknesses OTHER TRAFFIC 25% PARKING 35% The lake is chosen for its good quality life and for 19% HIGH relaxing. We still notice some weaknesses like PRICE 21% traffic and parking Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Campione Community and the Project In favour 36% Against 64% The community of Campione is divided between old people (the majority) against the project and young ones in favour of it. They see in the project a chance to new incomes. Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Project awareness NOT TOO MUCH 13% NO 38% YES 49% The project is not very known, especially amongst tourists. Surprisingly operators of the closest towns didn‟t know anything about the project. Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Is the project coherent with the tourism expectations? PARTIALLY 27% NO 48% YES 25% Those who do know it think it‟s not coherent with the new tourism expectations. The opinion leaders think that the goals are not so clear Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Services in Campione OTHER SHOPS; ATMs; 20% 17% CAR/BIKE/BOAT GROCERY; 4% RENTAL; 13% CATERING/CLEANI GYM; 13% NG/BABYSITTING ; 5% HAIRDRESSER; 6% TOURIST OFFICES; 24% Considering that by now the place is not so developed the more services will be present the better Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Tourist activities in Campione HANDCRAFT SHOPS OTHER 10% CINEMA 20% 8% ARCADE 4% SALE OF TYPICAL PDT DISCO 22% 12% SPA/FITNESS 24% Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Kind of accommodation Kind of Spa OTHER; BUDGET/EX MIX 27% ECUTIVE HOTELS; 49% LUXURY PRIVATE 37% 42% B&B; 12% BOUTIQUE/ DESIGN SERVICE HOTELS; CHILDREN APARTMENT 19% S; 6% 9% Tourists would like to have a midscale hotel and a mix SPA open to families. The Campione community and the operators in favour of the project would like to have a Boutique/Design Hotel and a Luxury SPA seeing them as a potential higher income Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 2. CAMPIONE DEL GARDA PROJECT Availability of berths OTHER 3% YES 33% MAYBE 39% NO 25% The availability of berths is seen as tourist motivator. It should be considered the possibility to rent and sell berths not only to the people who buy a house in Campione. Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 3. OPINION LEADERS Do you know about the project? The opinion leaders interviewd were 40% NOT TOO owners 30% CEO of a tourist activity, and MUCH 30% GM of a hotel. 10% YES 90% Is the project coherent with the Tourism expectations? PARTIALLY 30% YES 50% Almost all opinion leaders we interviewed NO 20% think the project is at least partially, coherent with the new tourism expectations Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 3. OPINION LEADERS Which tourist activities? 5 3 2 1 1 Spa/Fitness Sale of Cinema Disco Other Which sport activities? 5 typical products 4 3 Of course we didn‟t ask about the water sports already present and 2 2 2 very important in that area. 1 Tennis Climbing Golf Kayaking Cycling Canoe Other Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 3. OPINION LEADERS Accommodation type Spa Type Budget/Executive Other 20% 20% Mix Boutique/Design 10% 50% Luxury 50% Hotel 20% 30% Service apartment Other The opinion leaders are in line with tourists and operators expectations willing to have a Budget/Excutive Hotel and a Mix Spa Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET – SURVEY OUTCOME 3. OPINION LEADERS Why the locals are against the project? 5 The locals are against the project because the works never end and therefore they don‟t trust in a better 2 and fresher Campione del Garda. 1 1 1 IT CHANGES AGAINST TOO MUCH FEAR OF THE WORK THEIR LIVES TRADITIONS CHANGE LOSING IS ENDLESS THEIR JOB Will Campione become a renowned tourist destination? No The opinion leader are confident on the 10% fact that Campione del Garda wil be able Maybe Yes 30% 60% to become a renowned tourist destination Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET PROJECT POTENTIAL • Use the characteristics of the area to launch relevant niches such as yachting • The competitors cater more to family and retirees. Big opportunity to differentiate the offer of the lake in this area, due to the secluding and the limited access • Care must be taken not to exclude the locals but give them work opportunities in the plan which they are also beneficiaries • In the future the project could include a 5 star hotel and luxury villas. The main risk is an extensive expousure in building a destination just for the upper end of the market • Creation of events in the area would be appealing new potential visitors Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET WHO DESIRES THE PRODUCT? • The desire must be created • The main target market in Campione should be different from competitor sites • Invest in calling card advertising campaigns to international associations for extreme sports and yachting enthusiasts • „Snob appeal‟ advertising should be encouraged Master in Tourism Management – VI edition – 2009-2010
  • 4 TARGET MARKET THE AVAILABLE OPPORTUNITIES • Differentiate the product of Garda Lake • Brand as an exclusive product • Small conferencing to balance visitor arrivals all year round Reason d'être • Not being too well known by visitors • Don‟t have to recreate a new image in the minds of potential customers Target Market • Sports enthusiast • Professionals and up-scale people between the ages of 25 -50 • Small conference organization • Location: Italy, Germany, Austria and UK Master in Tourism Management – VI edition – 2009-2010
  • 5 TOURIST MOTIVATORS PERCEPTION OF THE PRODUCT • Lack of knowledge of the product of Campione del Garda • The project is known in Limone but not in Riva - Salò • In Campione del Garda - there is a gap - • Young - agree with the project • Elders- complain about the project (it will destroy their local community and environment) Identified Need Public Relations efforts in the area to encourage buy-in by the locals, trying to let them understand that the project will give them opportunities in terms of employment by creating new activities for visitors to the destination Master in Tourism Management – VI edition – 2009-2010
  • 5 TOURIST MOTIVATORS WHAT MOTIVATES THEM? The target market would be motivated by the natural environment of the area the exclusivity of the product and secluded feel of the area where they can appreciate being away from the busy world Master in Tourism Management – VI edition – 2009-2010
  • 6 PROMOTIONAL GOALS • Build Public Awareness of the project and its potential to the local community • Build an awareness of Tourism destination, Campione del Garda • Increase visitor arrivals through appropriate marketing strategies and networking from the major target markets • Encourage local and foreign investment in the site infrastructural development • Increase commercial activity and visitor spend in the village Master in Tourism Management – VI edition – 2009-2010
  • 7 CAMPAIGN THEME • Built on the premise of the reviving of the Village of Campione del Garda • Fit with the unique selling proposition of Campione del Garda: the exclusivity of the place, the privacy, the eco-sustainability of the project and overall the luxury (Luxury being defined as an excellent product or service being offered for the appropriate price) • Aim to foster cultural equity • Built with the foundation of memories and structural memorials (evidence of the past) of its inhabitants/residents • A win-win scenario must be created for the benefit of the locals • The new vision for the site Risk • The present and main obstacle for this venture is marketing. The project and the potential of the area are not well known • Corporate and human survival in commerce is highly dependent on the commitment of village‟s custodians Master in Tourism Management – VI edition – 2009-2010
  • 7 CAMPAIGN THEME Possible Pay off • All you need is Campione • Visit lake Garda, stay in Campione • Where beauty meets water • In campione del Garda we trust (used later on) Master in Tourism Management – VI edition – 2009-2010
  • 7.1 CAMPAIGN THEME Possible Methods of Approach • Public Relations-Build local capacity to provide excellent service • Intermittent public awareness programmes at local and international venues • Develop events for yachting, kite surfing and trekking that become an annual event • An aggressive advertising campaign in several mediums as a link to market • Increase market access for small and medium tourism enterprises that offer goods and entertainment appreciated by sports enthusiast, visitors between the ages of 25-50 years (professionals) • Engage some VIP or show star, with the lake as the main attraction on location Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR Possible approaches • Cable/ TV/ Underground: short spot, Maximum 5 minutes . To reach both the local and international visitor • Newspaper: existing campaign but add the spa and hotel not only houses, more national newspaper • Magazines: tourist destination and sport magazines • Web: banners on appropriate social network sites • Road shows: Participate at local and international forums on the local road, build some cartels • Networking with tour operator / Travel agents • Public Relations: Participation in Trade Fairs, territory promotion with gazebos around the lake area, Spa fairs, BIT(Borsa Internazionale del Turismo), Lake fair Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR ACTIONS Actions at three different levels: local, global, and web • Local: Lake Area • Global: Italy, Germany, Austria and United Kingdom • WEB: Real estate ads (Italy and abroad), Banners on local websites (Garda) and web 2.0 (Facebook, You tube) Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR 1) Territorial Promotion: • Itinerant road-show • Road cartels • Bus advertising • Newspaper advertising 2) Global Level: Countries: Italy, Germany, Austria and UK. Focus on newspaper, Magazines, and important trade fairs Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR Newspaper: • Il sole 24 ore; Milano Finanza • Financial Times Magazines: • Yacht & Sail; Case & Country; Patrimoni • Gentleman RE; Traveller Fairs: • Vacanze Weekend (March) •Borsa dei Laghi (October); Tempo Libero (April – May) Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR 3) WEB: • Create ads for the rent-selling of apartments Websites: • www.casa.it; www.trovacasa.it • www.immobilienscout.de WEB 2.0: •You tube: institutional channel where the project is explained with some interviews • Facebook, Twitter (just for UK) where the project is explained Master in Tourism Management – VI edition – 2009-2010
  • 7.2 ADVERTISING, MEDIA & PR POSSIBLE HR IMPLICATIONS To market Campione del Garda it is recommended that a Communication Unit be an appropriate investment • Communication Specialist •Public Relations Officer • Advertising Design Officer THE ADVANTAGE With its own marketing in-house staff is one would be able to develop and monitor the marketing efforts undertaken for the site and monitor the market response and competitors responses, keeping abreast with the know. One would always be able to keep Campione ahead of the market at less cost that having to hire agencies that would have no need to have loyalty to the product. The unit should be opened one year before the launch of the Campione del Garda as a destination site Master in Tourism Management – VI edition – 2009-2010
  • 8 EVALUATION PLAN Targeted Critical Factors End-user focus Procedures Key Indicators Outcomes/Goals Build Public Reviving of the Village Invest in aggressive Number of real-estate Community ownership Awareness of the of Campione del media and public projects with for the care of project project and its Garda. relation campaign partnership potential potential to the local undertaken. community Build an awareness of Marketing Campaign fit Visitor arrival increase Increased economic Tourism destination, with the unique selling by % in Campione del activity of Campione Campione del Garda proposition of Garda del Garda Campione del Garda (exclusivity of the place, the privacy, the eco-sustainability and the luxury) Increase visitor Visitor spend has Increased investor arrivals through increased by %. activity in real-estate appropriate marketing strategies and networking from the major target markets Encourage local and Commercial activity foreign investment in has increased by % the site infrastructural development Increase commercial activity and visitor spend in the village Master in Tourism Management – VI edition – 2009-2010
  • 8 BUDGETING First Scenario: budget 2.4 MIL € (8 years) Advertising Fairs Others 2% Internet 8% 19% Newspaper 19% Magazines 52% Master in Tourism Management – VI edition – 2009-2010
  • 8 BUDGETING FIRST SCENARIO Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 € € € € € € Magazines 135.691 135.691 € 143.491 € 143.491 143.491 143.491 143.491 143.491 € Newspaper 27.000 € 37.000 € 86.000 € 86.000 € 57.000 € 47.000 € 29.000€ 19.000 € Internet 54.500 € 63.500 € 63.500 € 63.500 € 54.500 € 50.500 € 50.500€ 45.500 Fairs € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € Others 24.090 € 23.590 € 23.590 € 23.590 € 23.590 € 23.590 € 23.590€ 23.590 € € € € € € TOTAL 246.281 264.781 € 321.581 € 321.581 283.581 269.581 251.581 236.581 We spent the most of the budget on specialized magazines like Meer und Yachten or Casa & Country. Online advertisement contains banners, pay per click on google adwords and some adds on real estate websites. We also suggest to continue to take part to the consortia of Riviera dei Limoni Master in Tourism Management – VI edition – 2009-2010
  • 8 BUDGETING Second Scenario: budget 4.8 MIL € (8 years) Advertising Internet 10% Sponsoring 29% Magazines 26% Personell 22% Newspapers 10% Others 2% Fairs 1% Master in Tourism Management – VI edition – 2009-2010
  • 8 BUDGETING SECOND SCENARIO Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Magazines € 135.691 € 135.691 € 143.491 € 143.491 € 143.491 € 143.491 € 143.491 € 143.491 Newspaper € 27.000 € 37.000 € 86.000 € 86.000 € 57.000 € 47.000 € 29.000 € 19.000 Internet € 59.500 € 63.500 € 63.500 € 63.500 € 54.500 € 50.500 € 50.500 € 45.500 Fairs € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 Sponsoring € 0 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000 Personnel € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 Others € 13.090 € 12.590 € 14.590 € 14.590 € 14.590 € 12.590 € 12.590 € 12.590 TOTAL € 372.640 € 586.140 € 644.940 € 644.940 € 606.940 € 590.940 € 572.940 € 557.940 We used the same method as in the first case but we are more aggressive during the whole 8 years. We hired personnel like a communication specialist, a public relation officer and a advertising design officer. Sponsoring is also new in this campaign. We chose to sponsor a cycling team for € 1.400.000 Master in Tourism Management – VI edition – 2009-2010
  • 8 FUNDING PROPOSAL 1. European Commission LIFE is the EU‟s financial instrument supporting environmental and nature conservation projects throughout the EU, as well as in some candidate, acceding and neighboring countries. Since 1992, LIFE has co-financed some 3115 projects, contributing approximately €2 billion to the protection of the environment May 04TH 2010 The fourth LIFE+ call for proposals has been published, with up to €243 million available for co-financing of projects under three headings: nature and biodiversity; environment policy and governance; and information and communication Master in Tourism Management – VI edition – 2009-2010
  • CONCLUSION Major Goals: • Campione del Garda has to become a tourist Destination • Build public awareness • Create the appropriate marketing campaign Target: • 25-65 years old • Countries: Italy, Germany, Austria and UK • Young: water sports, low budget • Mature: relax, medium-high budget Master in Tourism Management – VI edition – 2009-2010
  • CONCLUSION “MUST”: • The keyword is to MIX, that means to segment different targets (young VS mature), to offer them different accommodations and services. • Work on a strong and targeted advertising campaign on a local level as well to build the awareness • Finish the works as soon as possible, to be able to offer a real product. • The hotel has to be, as said before, a 4 star one and the prices have to be in line with the competitors considering the service offered. (to offer in addition all-inclusive packages is a way to attract people with a lower budget) • Campione needs commercial activities and services (typical products shops, tourist office, ATM etc) Master in Tourism Management – VI edition – 2009-2010
  • CONCLUSION ADDITIONAL POSSIBILITIES: • To create a SPA center (mix) • Tennis and golf course • Open the sailing university • The cableway could be a good idea • Congress center to help the low season • A climbing wall will attract a new niche of tourists Master in Tourism Management – VI edition – 2009-2010
  • THANK YOU FOR YOUR ATTENTION AND REMEMBER… ALL YOU NEED IS CAMPIONE! Debellini Francesca Ederle Carlotta Hohenauer Diego Lewis Wendy Ann Liu Bo Nordstrom Karin Thijs Frank Master in Tourism Management – VI edition – 2009-2010