Food and drink make the memories people relive again and again when traveling. How can food and drinks be part of a structured communication and how a brand can work with bloggers to impact on people’s perception of a destination? Which competencies a travel blogger has to have in using food as a way to connect with people and help to brand a destination? Pictures, videos, content on the blog: how to choose the best blogger to achieve this goal? Which is the best medium to use to communicate food Worldwide? If you need more info or you're looking for a consultation on the food tourism industry, please get in touch: veruska@anconitano.com

2. Freelance Food -Travel Blogger
Freelance Food -Travel Journalist
Freelance Online Marketing Manager
Board of Directors World Food Travel Association
www.lcskitchen.com
Twitter: @Lacuochina
Instagram: veru.foodie.traveller
Veruska Anconitano

3. How to brand a destination using
the power of food and drinks?
How to choose your ambassadors?

4. • What is food tourism?
• Food Tourism Benefits
• Planning a food-tourism marketing campaign
• Practical examples

5. Food tourism is an experiential trip to a
gastronomic region, for recreational or
entertainment purposes…
(Hall and Sharples, 2003))
What is Food Tourism?

6. Benefits of Food Tourism
More visitor arrivals

7. Benefits of Food Tourism
More sales

8. Benefits of Food Tourism
More media coverage

9. Benefits of Food Tourism
A new competitive
Advantage or USP

10. Benefits of Food Tourism

11. Benefits of Food Tourism
Increased community
awareness and pride

12. The identikit
of the Food Travellers

13. FOOD LOVERS

14. 93% of travelers can be considered
food lovers because somehow they
had participated in a food or
beverage experience other than
dining out, at some time in the past
12 months.

15. Spend approximately 25% of
their travel budget on food
and beverages.

16. FOODIES

17. Plan their trips partially or
totally in order to taste the
cuisine of the place or to
carry out activities related
to gastronomy.

18. 10% of the total
World's tourism
market

19. Food marketing
for destinations

20. Food marketing for destinations
Revitalizes and
diversifies tourism

21. Food marketing for destinations
Promotes a local
economic development

22. Food marketing for destinations
Has a positive impact
on the local heritage

23. Food marketing for destinations
Brings new uses
to the primary sector

24. Food marketing for destinations
Creates a sense of unicity

25. Food marketing for destinations
Contributes to
a sustainable local economy

26. Food marketing for destinations
Allows to create a
long term narrative

27. Planning a blogging
food campaign

28. Identify your overall
marketing campaign

29. Identify your goal
and target market

30. Choose your strategy
(ROO vs ROI)

31. Local vs International

32. Choose your influencers
and MEASURE them

33. THE
Question

34. The cuisine of a destination is
an aspect of utmost
importance in the quality of
the holiday experience.

35. But even if we all travel…

36. HOW MANY OF US
CAN TALK FOOD AND
DRINKS IN A
PROFESSIONAL WAY?

37. Choosing the right
ambassadors
for your destination

38. Choosing the right people
How relevant and
competent
is this person?

39. How is this person
perceived
by her/his audience?
Choosing the right people

40. How and why this person
is close to your destination
and your message?
Choosing the right people

41. What’s the USP
of this person?
Choosing the right people

42. Make your choice

43. Travelblogger

44. Foodblogger

45. Foodies

46. 3 different approaches

47. Local heroes
by Failte
Ireland

48. Food Champions & Food Ambassadors

49. International
testimonials
Visit Iceland
(Foodies and
Chefs)

50. Íslandsstofa | Promote Iceland
• 4 foodies (bloggers) from 3 different countries (PT, ES, IT)
• 1 photographer
• Chefs from different countries
• Goal: raise awareness about the Icelandic cod
Video: https://youtu.be/jzu1Q3OdQd8

51. EuroFood by iAmbassador
(Travel + Food)

52. Eurofood by iAmbassador
Costa Brava Pireneu de Girona Tourist Board (Spain)
+
Apt Servizi Emilia Romagna Regional Tourist Board (Italy)
5 bloggers
1 videographer
Video: https://vimeo.com/191692448

53. The recipe for success
in food tourism…

54. • Great strategy
• Great experiential food options
• Great ambassadors

55. www.anconitano.com
www.lcskitchen.com
Twitter account: @LaCuochina
Instagram account: @veru.foodie.traveller
Email: veruska@anconitano.com
Let’s keep in touch