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Venice Chinese new Year 2019

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Venice Chinese new Year 2019

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Venice Chinese New Year is a new destination marketing project in Veneto, the land of Venice, focusing Chinese millennials and free independent travellers with tourism, culture and business content.

Venice Chinese New Year is a new destination marketing project in Veneto, the land of Venice, focusing Chinese millennials and free independent travellers with tourism, culture and business content.

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Venice Chinese new Year 2019

  1. 1. YEAR OF THE PIG FESTIVAL DATES 1-15 February 2019 FESTIVAL LOCATIONS Venice (target of 8 events) - VCNY™ Padova (target of 1 event) - Innovation Italy-China Treviso (target of 1 event) - Tourism Marketing Conference PROJECT COORDINATION AND EVENT MANAGEMENT B-sm@rk​ Ltd RESEARCH PARTNER CISET - Centro Internazionale di Studi sulla Economia del Turismo
  2. 2. VCNY™​​ stands for Venice Chinese New Year™ but also Veneto Chinese New Year™, since the project aims to involve all the Veneto Region main cities and local municipalities in the programme. Venice is the key location of the festival, but also Padova and Treviso will be part of the 2019 programme with events in the period 1-15 February.
  3. 3. FESTIVAL CONCEPT TOURISM CULTURE BUSINESS
  4. 4. The focus is on Chinese tourists travelling to Europe, Veneto and Venice during the CNY (both from mainland China and EU Countries). Also international tourists are of high interest as target, so the festival will speak at least three languages: Chinese, English, and Italian. TOURISM FESTIVAL CONCEPT
  5. 5. It is a key driver of Chinese outbound tourism, especially for FIT (Free Independent Travellers). The festival programme will focus on the nexus of Venetian and Chinese culture proposing content like: concerts, readings, Chinese culture workshops, traditional art performances.. CULTURE FESTIVAL CONCEPT
  6. 6. The project will develop B2B/B2C connections between Veneto companies and Chinese companies, Italian brands and Chinese consumers, through brand activation, sponsored content/events, digital communication and PRs. BUSINESS FESTIVAL CONCEPT
  7. 7. PROGRAMME HIGHLIGHTS Each year the zodiac animal makes for great programming inspiration. The Pig, which is the twelfth in the 12-year cycle of Chinese zodiac signs, should be at the heart of the 2019 programme. Each zodiac animal represents a various characteristics. The Pig has been regarded as a symbol of wealth and their chubby faces and big ears are thought to be signs of fortune. Incorporating these fun and quirky characteristics of the zodiac animal provides the festival programme with interesting strands for development in terms of workshops and activities.
  8. 8. THREE KEY TYPESOF EVENT VCNY™ programme aims to cover three key type of events which appeal both to the Chinese and International tourism community: Celebration & Ceremonial Events Bringing to the fore Chinese New Year traditions Cultural Events Showcasing the best of Veneto & Chinese Art and Performers to include fusion events and exchanges Business & Networking Events
  9. 9. Spectacle based events inspired by Chinese traditions and folklore:​​ e.g. CNY parade, the ubiquitous lion & dragon dancing, drumming, martial arts, etc. This part of the programme will be developed in partnership with one or more Italian-Chinese organization/ cultural associations. #FOLKLORE #PARADE #SQUAREDANCING OUTDOOR PROGRAMME HIGHLIGHTS
  10. 10. GALA EVENTS INDOOR PROGRAMME HIGHLIGHTS #MUSIC #FOOD Gala concert VCNY™ in a unique Venetian venue: a special gala night with wine tasting combined with Chinese traditional music and the performance of an Italian music artist. VIP buffet with wine tasting available. Event partner: VenetoJazz Gala dinner VCNY™: ​​Michelin star chef from will design the food experience for some hundred guests in a unique Venetian palace. Event partner: (TBC)
  11. 11. PARTNERSHIP EVENTS by VCNY™ sponsors INDOOR PROGRAMME HIGHLIGHTS #MUSIC #CONFERENCE Jazz & wine: 3 unique jazz nights in landmark hotels of Venice featured by Italian top wine producers, wine tasting, Italian and Chinese jazz live music. Event partner: AVA (Associazione Albergatori Venezia), UpMusic Tourism and luxury conference: an academic and business oriented conference with speakers from the Italian luxury industry. Event partner: CISET, CFA Alumni
  12. 12. PARTNERSHIP EVENTS by VCNY™ sponsors INDOOR PROGRAMME HIGHLIGHTS #ART #BUSINESS VCNY™ contemporary art: a circuit of galleries in Venice proposing events and vernissages on occasion of Venice CNY. Event partner: Marignana Arte Innovation Italy-China: From Marco Polo to Augmented Reality Exponential Technologies beyond the Silk & Belt Road. Event partner: PARADIGMA
  13. 13. PARTNERSHIP EVENTS by VCNY™ sponsors INDOOR PROGRAMME HIGHLIGHTS #DIGITAL #COMMERCE Digital marketing workshop: how to engage with Chinese users through Chinese media platforms. Event partner: Emerald Media Chinese e-commerce and mobile payments: how to attract Chinese tourists through smart mobile payment solutions. Event partner: SilkPay
  14. 14. PARTNERSHIP EVENTS by VCNY™ sponsors INDOOR PROGRAMME HIGHLIGHTS #SPORT ... more partners events to be added. Football and China:​​ ​​ a B2B sport and business event to discuss and network around the projects ongoing between Italy and China in sport business and football. Event partner: TBC
  15. 15. VCNY™ TRAVEL EXPERIENCES VCNY™ will develop a serie of travel experiences to combing the CNY programme and the beauty, the culture and the business of the Region. ● OUTDOOR: VCNY plus Dolomites skiing; ● CULTURE: VCNY plus Veneto cultural cities of Padova, Treviso and Verona; ● WINE & FOOD: VCNY plus tasting in the Prosecco region; ● ITALIAN ARTISANS: VCNY plus visit to luxury atelier of Veneto for shoes, clothes, accessories and shopping.
  16. 16. There will be an institutional and private sponsorship approach, targeting two public main sponsors and two private main sponsors. A number of private gold, platinum, diamond sponsors will be invited to join based on the schedule at the side: SPONSORSHIPS/PARTNERSHIPS GOLD €5,000.00 PLATINUM €10,000.00 DIAMOND €15,000.00 ON LINE Vcny.it home/sponsor page Social media (Europe) Social media (CN) CN campaign (Alipay.) E-shop listing Newsletter OFFLINE Brochure VCNY™ book PR Italy PR China EVENTS Gala dinner sponsor Gala concert sponsor Brand activation onsite/online Company presentation at gala events (TBD) (TBD) (TBD) (TBD) sponsor page 1/2 page full page
  17. 17. REASONS TO PARTNER AND SPONSOR VCNY™ * Associate your brand with the iconic city of Venice and a colourful and joyous celebration of communities. * Gain unique access to brand-sensitive Chinese audience. China is the largest market for luxury brands, accounting for approximately 47% of global sales. * Create memorable experiences for staff and stakeholders through collaboration on tailored festival events. * Forge stronger links with China and Chinese communities as we look forward to direct flights between Venice < > China in 2019.
  18. 18. PROJECT PARTNERS & ROLES B-sm@rk​​ Ltd – project leader, coordination and event management CISET – public funding, research and tourism content, media partner Confucio Institute Venice – media partner and funding ChinaEU - China/Italy institutional relations and media partner Associazione CaFoscari Alumni – media partner, business content Angelini design – graphic and visual communication Upmusic – music art direction Jazz&Wine VenetoJazz - Gala concert partner, media partner Marignana Arte - VCNY™ contemporary AVA ​​(Associazione Veneziana Albergatori) – media partner and hospitality PGC ​​(Peggy Guggenheim Collection) – media partner and cultural content TheVeniceTravelGuide - VCNY™ travel experiences Emerald Media – Chinese social media and digital marketing Silkpay – Chinese mobile payments and communication VCNY™ is a project supported by : ● Regione Veneto - The Land of Venice
  19. 19. THANK YOU B-sm@rk Ltd Nicola Farronato _ nf@b-smark.com _ 0039 345 8492073

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