Travel Bloggers Unite Innsbruck  August 27, 2011  Alessio Carciofi & Marzia Keller Umbria on the Blog: an innovative appro...
THE TOURIST HAS CHANGED, WE NEED TO CHANGE TOO. WE NEED TO CHANGE THE WAY WE COMMUNICATE AND MARKET A DESTINATION. Innsbru...
Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com  The important was : catch the tourist
The travel experience  YESTERDAY Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
The travel experience  TODAY Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com  Research: seismonaut
“ It isn’t simply a place that we miss, but the emotions that that place inspires. ”   Sigmund Graff “ The journery doesn’...
From consuming the  place   to consuming  passions  [ Pollarini] Accommodation  experience Innsbruck 27 August 2011 #TBUIB...
@congbo Destination is about creating a  sense  of place and telling a  story Tom Buncle Innsbruck 27 August 2011 #TBUIBK ...
Orchestration  Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
The importance of listening... ... in a  strategic perspective Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com  Are you a blogger?
Place  =  narration   of experiences Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com  Destination  >  from physic...
“ Travel blogs are becoming an increasingly important mechanism for exchanging information among tourists, and for destina...
Concept –  Objectives  –  Tactic Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
<ul><li>Green heart of Italy, located in the centre of the country. It borders on Tuscany, halfway between Rome and Floren...
<ul><li>Domestic tourism (65% of total)  </li></ul><ul><li>Short-break tourism: average stay 2,8 days </li></ul><ul><li>Hi...
In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on...
Objectives Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
<ul><li>Discovering the “hidden Umbria” – stories, people, traditions </li></ul><ul><li>Editorial strategy: storytelling -...
Troppo piccolo – Rifare slide  Show the authentic and “off-the-beaten-track face of the Region Tell stories about Umbria a...
Making of the first blog trip in Italy  [about a destination] #umbria11 Innsbruck 27 August 2011 #TBUIBK www.alessiocarcio...
The Programm  The Ingredients  #umbria11 Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
The Programm Friday, April 15 H 15:00 Welcome Blogger :  arrival e presentation of the project at Confidustria Umbria H 17...
The Blog Trip Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
The Buzz Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
Powered by The Buzz Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
Awarded as one of the 5 Italian most innovative projects in tourism FORUM PA 2011 Innsbruck 27 August 2011 #TBUIBK www.ale...
Umbria on the Blog is cool. Says Who? Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
#Umbria11 15-17 aprile 2011  Alessio Carciofi & Marzia Keller Thank You
Credits  Photographs http://www.flickr.com/photos/mariusmele/ Flickr marzia  http://www.flickr.com/photos/umbriaontheblog/...
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Umbria on the Blog: an italian case history @ Travel Bloggers Unite

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Umbria on the blog, primo blog trip italiano per una destinazione turistica è stato presentato in main hall durante la seconda edizione della Travel Bloggers Unite [ 25-27 agosto] riscuotendo successo e applausi.

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  • First project of its kind in an Italian Region
  • Umbria on the Blog: an italian case history @ Travel Bloggers Unite

    1. 1. Travel Bloggers Unite Innsbruck August 27, 2011 Alessio Carciofi & Marzia Keller Umbria on the Blog: an innovative approach to communication in tourism
    2. 2. THE TOURIST HAS CHANGED, WE NEED TO CHANGE TOO. WE NEED TO CHANGE THE WAY WE COMMUNICATE AND MARKET A DESTINATION. Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    3. 3. Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com The important was : catch the tourist
    4. 4. The travel experience YESTERDAY Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    5. 5. The travel experience TODAY Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    6. 6. Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com Research: seismonaut
    7. 7. “ It isn’t simply a place that we miss, but the emotions that that place inspires. ” Sigmund Graff “ The journery doesn’t begin the moment you leave home and doesn’t end the moment you return home. ” Sandro Billi Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    8. 8. From consuming the place to consuming passions [ Pollarini] Accommodation experience Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    9. 9. @congbo Destination is about creating a sense of place and telling a story Tom Buncle Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    10. 10. Orchestration Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    11. 11. The importance of listening... ... in a strategic perspective Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    12. 12. Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com Are you a blogger?
    13. 13. Place = narration of experiences Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com Destination > from physical place to relational place Collaborative Web : sharing ideantities
    14. 14. “ Travel blogs are becoming an increasingly important mechanism for exchanging information among tourists, and for destinations and businesses to learn about the attitudes of their markets” (Dr. Anita Wenger, IMC Fachhochschule Krems ) The importance of Travel Blogs in nowadays tourism Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    15. 15. Concept – Objectives – Tactic Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    16. 16. <ul><li>Green heart of Italy, located in the centre of the country. It borders on Tuscany, halfway between Rome and Florence </li></ul><ul><li>Landscape: countryside, lake, mountain </li></ul><ul><li>Attractions: medieval towns, religious sites, roman sites, events </li></ul>Umbria: where is it, what is it like? Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    17. 17. <ul><li>Domestic tourism (65% of total) </li></ul><ul><li>Short-break tourism: average stay 2,8 days </li></ul><ul><li>High season: Easter, August </li></ul><ul><li>3 out of 12 tourist districts receive 55,4% of total tourist flow (Perugino, Assisano, Trasimeno Lake) </li></ul><ul><li>Data source: Osservatorio Regionale del Turismo 2009 </li></ul>Tourism in Umbria Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    18. 18. In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on the web 2.0 applications. STORYTELLING = DESTINATION BLOG SOCIAL MEDIA = CONVERSATIONS BLOG TRIP = RELATIONS The concept Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    19. 19. Objectives Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    20. 20. <ul><li>Discovering the “hidden Umbria” – stories, people, traditions </li></ul><ul><li>Editorial strategy: storytelling - photos, contents, videos (emotional approach) </li></ul><ul><li>Social Media Strategy: blog, Facebook, Twitter, YouTube, Flickr </li></ul><ul><li>Listening and monitoring the place reputation </li></ul>Tactic Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    21. 21. Troppo piccolo – Rifare slide Show the authentic and “off-the-beaten-track face of the Region Tell stories about Umbria and make others tell stories about thir own experience of Umbria Creating an emotional bond Not only telling…but also listening Storytelling Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    22. 22. Making of the first blog trip in Italy [about a destination] #umbria11 Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    23. 23. The Programm The Ingredients #umbria11 Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    24. 24. The Programm Friday, April 15 H 15:00 Welcome Blogger : arrival e presentation of the project at Confidustria Umbria H 17:00 Check-in at Relais Borgo Brufa & Hotel Valle d’Assisi H 19:30 Special Dinner @ Gastronomia Andreani [ StoryDinner] H 22:00 A stroll in Assisi by night Saturday, April16 H 09:00 Departure to Gubbio H 10:00 Visit Gubbio with the guidance of an “eugubino doc” [StoryGuide] H 13:30 Light Lunch at Park Hotel Cappuccini H 17:00 Back to the Hotel - Relax Time H 19:00 Dinner in Perugia and visit to the historical centre Sunday, April 17 H 09:30 DepartureBevagna H 10:00 Visit to the historical centre and the traditional craftman shops (medieval crafts) H 12:00 Departure to Cantina Caprai H 12:30 Visit to the Cellar ed Aperitif H 13:30 Lunch and Wine Tasting H 15:30 Bye Bye Blogger.. H 16:30 Departure Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    25. 25. The Blog Trip Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    26. 26. The Buzz Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    27. 27. Powered by The Buzz Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    28. 28. Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    29. 29. Awarded as one of the 5 Italian most innovative projects in tourism FORUM PA 2011 Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    30. 30. Umbria on the Blog is cool. Says Who? Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com
    31. 31. #Umbria11 15-17 aprile 2011 Alessio Carciofi & Marzia Keller Thank You
    32. 32. Credits Photographs http://www.flickr.com/photos/mariusmele/ Flickr marzia http://www.flickr.com/photos/umbriaontheblog/ http://www.flickr.com/photos/comunicati/ http://www.flickr.com/photos/mitosettembremusica/ Innsbruck 27 August 2011 #TBUIBK www.alessiocarciofi.com

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