Strategy for tourism promotion in Italy

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presentation in Antwerp 24 oct 2011

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Strategy for tourism promotion in Italy

  1. 1. Pier Paolo Solinas 1 “BEYOND THE ALPS LIES ITALY” JAMES WILLIAM FOLEYOctober 2011 an approach to Flanders by Italians
  2. 2. “Beyond the Alps lies Italy”2   Italyand Flanders   Targets   Communication   Results Pier Paolo Solinas October 2011
  3. 3. 3 “Beyond the Alps lies Italy” Italy and Flanders Perception of Belgium and Flanders Pier Paolo Solinas October 2011
  4. 4. “Beyond the Alps lies Italy”4 Pier Paolo Solinas October 2011
  5. 5. “Beyond the Alps lies Italy”5   Belgium   Grey   Rain   Immigration   Mines   Marcinelle   Beer   Chocolate Pier Paolo Solinas October 2011
  6. 6. “Beyond the Alps lies Italy”6   FOTO PRIMITIVI Pier Paolo Solinas October 2011
  7. 7. “Beyond the Alps lies Italy”7   Flanders   Cotton “Fiandra”   Flemish Primitives   Rubens Pier Paolo Solinas October 2011
  8. 8. 8 “Beyond the Alps lies Italy” Targets How promoting Psychographic segmentation Pier Paolo Solinas October 2011
  9. 9. “Beyond the Alps lies Italy”9   Pier Paolo Solinas October 2011
  10. 10. “Beyond the Alps lies Italy”10   Target demographics:   25 – 55 y.o.   living in northern Italy metropolitan area   45,81% (2010 ISTAT)   University degree   working in tertiary sector   51,14% (2010 ISTAT) Pier Paolo Solinas October 2011
  11. 11. “Beyond the Alps lies Italy”11   Target travel habits:   Travelling with no Kids   Under 14 years   76,9% (2010 ISNART)   Booking last minute   less than 1 month prior departure  51,35% (2010 ISNART)   Directly (56,65% 2010 ISNART)   Via trade (39,4% 2010 ISNART)   Choice of a destination for the familiarity “I heard about”   51,6% (2010 ISNART) Pier Paolo Solinas October 2011
  12. 12. “Beyond the Alps lies Italy”12   How promoting   Product:   CityBreak   Expensive   Second row destination   Impulse purchase or emotionally driven choice Pier Paolo Solinas October 2011
  13. 13. “Beyond the Alps lies Italy”13   Psychographic segmentation   Esplite   Expert Elitaire   Trendopolitan   Trendy Metropolitan   Technopolitan   Techno Metropolitan   Verve   Travel passionate Pier Paolo Solinas October 2011
  14. 14. “Beyond the Alps lies Italy”14   Esplite   Is the high quality standard traveller   Looks for   Unique delux hotel   Attentive service   Classical art   Delicious restaurants   First rate shopping   Books mainly in his Travel Agency Pier Paolo Solinas October 2011
  15. 15. “Beyond the Alps lies Italy”15   Trendopolitan   Is the trendy alternative metrosexual traveller   Looks for   Design hotel   Friendly service   Modern art   Trendy nightlife, bars and clubs more than restaurants   Design and latest fashion shopping   Books mainly in Internet Pier Paolo Solinas October 2011
  16. 16. “Beyond the Alps lies Italy”16   Technopolitan   Is the young cultural discoverer   Looks for   Bed and Breakfast or Hostels   Friends   Contemporary art, alternative lifestyle   Nightlife, bars and clubs, concerts and techno events   Cultural events, books and records   Decides last minute and takes what found Pier Paolo Solinas October 2011
  17. 17. “Beyond the Alps lies Italy”17   Verve   Is the Peter Pan complex traveller   Looks for   Countryside Bed and Breakfast or typical hotels   Tight program   Landscapes and discoveries   Folkloric events, traditional restaurants   Crafts shops   Books in advance Pier Paolo Solinas October 2011
  18. 18. 18 “Beyond the Alps lies Italy” Communication Direct contact Magritte Flandrika Antenna Trade contact Learning Flanders Pier Paolo Solinas October 2011
  19. 19. “Beyond the Alps lies Italy”19 Stimulate interest Enter a valid mind Talk about category repeating the message Confirm the Book message via 3 different media Pier Paolo Solinas October 2011
  20. 20. “Beyond the Alps lies Italy”20 simple message but true confirm it with the repeat it product message should be use at least 3 based on emotions different media Pier Paolo Solinas October 2011
  21. 21. “Beyond the Alps lies Italy”21 What interest do we have the How to How to people? product? communicate it evaluate it Social gastronomy Yes Web 2.0 networks followers music and Campaigns Contacts festivals Art and Pax sold by Press culture tour operators Fashion and Trade design Gay and Antenna Lesbian Active holidays Pier Paolo Solinas October 2011
  22. 22. “Beyond the Alps lies Italy”22   MAGRITTE CAMPAIGN   The results of the campaign   Total visitors in the expo 188.000 (tickets sold)   Total visibility for the installation 451.000 pax   (calculated with the average of people passing by Palazzo reale ie 3500 every day)   Total visibility in the brochures, posters and our postcards 200.000 pax   10.000 Take one printed   10.000 Data-Capture cards printed   300.000 newsletter sent Pier Paolo Solinas October 2011
  23. 23. “Beyond the Alps lies Italy”23 Pier Paolo Solinas October 2011
  24. 24. “Beyond the Alps lies Italy”24 Pier Paolo Solinas October 2011
  25. 25. “Beyond the Alps lies Italy”25 Pier Paolo Solinas October 2011
  26. 26. “Beyond the Alps lies Italy”26 Pier Paolo Solinas October 2011
  27. 27. “Beyond the Alps lies Italy”27 Pier Paolo Solinas October 2011
  28. 28. “Beyond the Alps lies Italy”28 Pier Paolo Solinas October 2011
  29. 29. “Beyond the Alps lies Italy”29   Flandrika lifestyle festival 2009   Numbers of the festival:   1 Contemporary art exhibition   2 Fashion installation “Crossover Prize”   4 Theatre shows   4 Classical music concerts   6 Days festival   8 DJ set   30 Bands   47 Concerts Pier Paolo Solinas October 2011
  30. 30. “Beyond the Alps lies Italy”30   Flandrika lifestyle festival 2009   Results of the festival:   4 hrs total radio broadcasting   14 advertising in daily newspapers   100 window posters distributed in Shops Pubs and Travel agency   287,63% ROI generated   900 on site public   50.000 postcard distributed in Milano   167.100 visibility/contact estimated (1% of contacts)   258.539,70 € AVE generated   16.710.000 contacts generated Pier Paolo Solinas October 2011
  31. 31. “Beyond the Alps lies Italy”31 Pier Paolo Solinas October 2011
  32. 32. “Beyond the Alps lies Italy”32 Pier Paolo Solinas October 2011
  33. 33. “Beyond the Alps lies Italy”33 Pier Paolo Solinas October 2011
  34. 34. “Beyond the Alps lies Italy”34 Pier Paolo Solinas October 2011
  35. 35. “Beyond the Alps lies Italy”35 Pier Paolo Solinas October 2011
  36. 36. “Beyond the Alps lies Italy”36   Antenna Travel Agencies   Every big town should have a tourist office for Flanders.   A specialist on the destination, that can distribute information, suggestions and can be a reliable tour operator.   In 2011 in Italy there are 19 Antenna Pier Paolo Solinas October 2011
  37. 37. “Beyond the Alps lies Italy”37 Pier Paolo Solinas October 2011
  38. 38. “Beyond the Alps lies Italy”38   Pier Paolo Solinas October 2011
  39. 39. “Beyond the Alps lies Italy”39   LEARNING FLANDERS   The Training program for tour operators and travel agencies   4 blocks in 2009 Gent + Antwerp   3 blocks in 2010 Antwerp + Mechelen   3 blocks in 2011 Mechelen + Brussels   62 participants in 2009   47 participants in 2010   63 participants in 2011 Pier Paolo Solinas October 2011
  40. 40. “Beyond the Alps lies Italy”40 Pier Paolo Solinas October 2011
  41. 41. 41 “Beyond the Alps lies Italy” Results Pier Paolo Solinas October 2011
  42. 42. “Beyond the Alps lies Italy”42 2008 2009 2010 average General BE o/n 5,65% -2,55% 8,9% 4% Flanders o/n 7,01% 12,02% 7,7% 8,91% Italy outgoing 18,58% -7,8% -2,1% 2,89% o/n Pier Paolo Solinas October 2011
  43. 43. 43 “Beyond the Alps lies Italy” Thank you. Questions? Pier Paolo Solinas October 2011

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