1. MARKETING STRATEGIES
Promotion of Naples is very weak. The city has also a bad reputation, it’s known as
dangerous and dirty. The image of Naples needs to be improved (using different
marketing strategies) in order to have more tourists.

2. 1. PROMOTING NAPLES IN MASS MEDIA
SOCIAL MEDIA: Facebook, Twitter, MySpace, micro-blog, etc.
Advantages:
• setting up profiles with company’s address and its offer;
• promoting the company image in a effective way;
• attracting new and maintaining old customers;
• cutting costs of promotion and meanwhile increasing sales;
• gaining useful information about customers’ needs and expectations;
• developing the company’s offer.
Recommendations:
• creating a page on one of social networking services with information about Naples, its
attractions;
• adding pictures and videos if possible, useful websites, incoming events.

3. 2.1 CREATING WEBSITE ABOUT CAMPANIA / NAPLES
Advantages:
• expanding source of information;
• immediate publishing of unlimited information and content;
• availability for recipients (24 hours a day, 7 days a week).
Recommendations:
• Creating a professional website providing information about Naples such as:
• Discover Naples (facts, history)
• Accommodation (hotels/guesthouses/hostels/summerhouses/camping base with contact
info, opening periods)
• See & do (tours, activities, culture and arts, dining and entertainment, shopping,
festivities)
• Travel guide (Campania by air/ sea/ train/ bus; car rental; rights and obligations)
• Maps, photos, videos, folklore music, FAQ

4. 2.2 ONLINE BANNER ADS
Advantages:
• displayed across numerous web pages on the publisher’s networks;
• easy way to build brand recognition;
• very cost effective method of driving customers;
• traceable, eye-catching, appealing and affordable pro-active tool for a business.
Recommendations:
• posting banner ads on national and international tourism websites.

5. PROMOTIONAL VIDEO
Advantages:
• one of the best methods to promote services and goods
• can be used for several years
• provides personal interaction
• both visual effects and sounds is an effective way of gaining a viewers attention
• best way to spread a message
• engaging and naturally catchy
• fast and easy information
Recommendations:
• present the main attraction in the city of Naples/region of Campania
• make a video based on a story
• it has to be creative and enthusiastic
• publish it in online media for easy access

6. TELEVISION ADVERTISING
Advantages
• reaches large and diverse audience
• creates desire
• influences human behavior
Recommendations:
• broadcasting TV advertising on national and international TV
stations (Rai Uno, BBC, Travel and Living TV stations)

7. PARTNERSHIPS BETWEEN TRAVEL AGENCIES
Advantages:
•visibility of Naples as touristic destination on market
•easy to establish
•increase profit
Recommendations:
•making partnership between travel agencies/hotels in Naples/Campania with travel
agencies in Italy/other countries
•creating attractive packages for tourists including accommodation, meals and
transportations

8. SOCIAL SUSTAINABLE TOURISM
Social Tourism was found to increase family capital in the short term, and social
capital—in terms of social networks, related pro-active behavior and self-esteem—in the
medium term. These increases can be seen as beneficial for the participants and to
wider society.
Consequently it is suggested that Social Tourism may be a cost-effective addition to
social policy.

9. TOURIST POLICY
.
• guardians/ office
• people for Naples’s tourists
• new tourist police offices

10. Zona Ospedaliera Tourism policy
Bosco di Capodimonte Orto Botanico
Via Scarlatti Montesanto P.Za Garibaldi
Via Caracciolo San Martino