The city of Caserta aims to rebrand and reposition itself as a luxury tourism destination through a new marketing strategy called "The Path of Beauty". The strategy targets wealthy tourists from Russia, China, and the Middle East by highlighting Caserta's historical sites, natural beauty, culture, and potential for luxury fashion events. A new website and social media presence will tell Caserta's story through an engaging narrative focused on luxury. Major events like a luxury fashion show at the Caserta Palace and a luxury cruise will offer memorable authentic experiences. Both online and offline advertising channels will promote Caserta to the target international markets. Performance will be monitored through metrics like traffic, engagement, tourism revenues and satisfaction to evaluate the strategy's ROI.

1. City branding
Caserta
Claudio Contini
Federico Oliveri
Chiara Cilardo
Chiara Neffat
Arruzza Barrausse
Phuong Ly Ly Nguyen

2. Reasons for choosing Caserta
• Focus on a special kind of
tourism such as Luxury,
Gastronomy,…
• Opportunity to attract
wealthy tourists visiting
Naples such as : Russian,
Middle East, Chinese
• Bad Communication
Strategy
• Declining trend in
tourist number

3. A positioning map of main competitors and possible partners
Luxury
Culture (arts & typical food)
Milan
Caserta
Salerno
CapriNaples

4. www.eptcaserta.it
CONTENT LEVEL
Narrative is arranged in order to
provide basic information to
general tourists
No city brand/ storytelling
No engaging contents or call to
action
No interaction
Poor socialization
Values:
semplicity
authenticity
EXPRESSION LEVEL
Few and small images
Small headers
Confusing layout
Limited use of icons
Institutional design style
Not appealing and matching colours –
not linked to the city logo or symbols –
no textual coherence
From a plastic perspective the website
structure it’s based on web 1.0 standard
Content and expression level analysis

5. Keywords analysis

6. Social presence
Very little presence/activity
Unavailable Facebook address
Outdated content on Youtube/ Flickr
Fail to exploit the advantage of Twitter

7. In sum…
• Limited to Italian people
• Unable to promote Caserta tourism industry
• Fail to differentiate Caserta from other
Italian destinations

8. Possibilities to attract
• Location : between Naples and Rome
• Historical sites : Palace, Villas, monuments, squares,…
• Nature : Gardens, parks
• Culture : theatre, university, gastronomy,…
• Luxury fashion
• Fairs, sports contest, music festival,…
• Night life

9. Napoli
Rome
Caserta
Possibilities to attract: Location

10. Historical sites

11. Nature

12. Culture

13. Luxury fashion

14. Events

15. Night life

16. Market trend
• Emirati tourist arrivals to
Southern Europe in 2013 totaled
135,000, representing 18.7% of
Emirati arrivals to Europe.
• Southern Europe's share of the
Emirati market was 13.1% in
2013, a 1.2 percentage point
increase from 2003.
United Arab Emirates

17. Market trend
3% increase in visits from
Russia to Italy for the period
2012-2013
• Chinese tourist arrivals to
Southern Europe in 2013 totaled
578,000, representing 7.2% of
Chinese arrivals to Europe.
• Southern Europe's share of the
Chinese market was 2.5% in
2013, a 1.4 percentage point
decrease from 2003.

18. Market trend
15% increase in visits from
Russia to Italy for the period
2012-2013
• Russian tourist arrivals to
Southern Europe in 2013 totaled
8.6 million, representing 27.1%
of Russian arrivals to Europe.
• Southern Europe's share of the
Russian market was 21.8% in
2013, a 3.1 percentage point
increase from 2003.

19. 0
10000
20000
30000
40000
50000
60000
2011 2012
Arrivals
Presence
2011 2011
Current Situation in Caserta

20. Re-branding and re-positioning of the city
Increase (brand) city awareness
Invert the negative trend (-2,86)

21. Objectives
Customer acquisition
(Russia, China and
Middle Est)
Customer retention and
satisfaction
Generate Word of
mouth on targeted
channels
Create a new identity

22. Targeted segment: luxury tourism
• Memorable authentic experiences
• Multigenerational travel
• Cruice vacations
• Staying in private residences
• Destinations related with events/news
• Shopping luxury products
• Special interest in food & wine
• Landscapes, seaside and mountains
• Italian Visa (Russians)

23. Positioning: luxury isotopy
«Caserta the path of beauty»
Substantial Mythycal advertising
Consumption values: utopian valorization
Tone of voice: Institutional Evocative
«Unique experience» «Deeply personal» «Inimitable journey»
Colours: black and gold- plastic association with luxury

24. Narrative dimension
Travel/path as a metaphor where Caserta is both
the helper and the adresser of the hero/consumer/tourist
The main goal is to help him/her to reach his/her identity
and object of value: a dreamlike experience.
Luxury is declined in different ways
(food, monuments, fashion events) and in all the
communication mix of the Brand/city

25. Strategy: narrative
SWOT analysis
• A unique
positioning
Strengths
• Hard to manage
the image
transition
Weaknesses
• A niche that
is not already
exploited
Opportunities
• Milan is
sedimented as the
Italian luxury city
• Cultural differences
Threats
SWOT
Analysis

26. Main issues: slow page load (7.43s), too much
java scripts files, no alt tag with all the images,
the title is too short (11 characters), the
meta-description is too short (11 out of 156)
and generic
Actual keywords: Caserta,
congressi, regione Campania,
cantica popolare, arte, offerta,
turismo

27. Improvements on site: reduce the page load
(under 3s), use less java scripts files, alt tag with
all the images, a new meta description
Luxury has never been so close to
you.Discover Caserta the path of
beauty: nature, monuments and
food but with a fashion touch. Find
out your customized experience
Improvements off site: offering
free trip at luxury travel
(as Paul JoAhnson) and fashion
bloggers for increasing link
popularity

28. Events
experiential event
use of the most suggestive and attractive locations
promotion of most important through events

29. luxury fashion event in a unique location
path of the five senses using some of the
most beautiful rooms of the palace
indirect promotion:
the use of five senses to discover the
attractions of Caserta
THE PALACE OF 5 SENSES

30. SIGHT: grand ball in the rooms of the palace ( sala degli
alabardieri, sala di Alessandro, sala del trono, sala del
consiglio) with the Baroque clothes designed by great
designers such as Dior, Armani, Valentino
SIGHT

31. TASTE AND SMELL
TASTE AND SMELL: fooda and wine trail,the guests' eyes
will be bandaged so it leave space to the taste and smell to
discover the flavors of Caserta thanks to the partnership
with the Legambiente and their project “la terra dei
cuochi”

32. HEARING AND TOUCH
HEARING AND TOUCH: The evening will conclude in
the park of the palace among the precious silks of
San Leucio (UNESCO heritage town of Caserta) with
the music of NCCP orchestra

33. THE CRUISE
Day 1: Naples
Day 2: ferry from Naples to Capri
Day 3: leaving Capri to Litorale Domitio; food and wine itinerary,
Anfiteatro in Santa Maria Capua Vetere
Day 4: going through “the way of silk” in San Leucio; Acquedotto
Vanvitelliano in Maddaloni; medieval night in Casertavecchia
Day 5: Caserta + great event at Palazzo Reale of Caserta

34. Enjoy the “bella vita lifestyle” in one of the most actractive the
UNESCO World Heritage Site
Visit the second most active volcano in Europe, Vesuvius,
Pompeii and Herculaneum, extraordinary archaeological sites that
preserve the tragic memory of the eruption of Vesuvius in 79 AD
Sorrento, famous for its beautiful classical architecture, or Capri,
“Island of Love”
NAPLES AND CAPRI

35. Little Cruise from Capri to Litorale Domitio: during the cruise they
can taste typical sea food specialties and the special view in
Tyrrhenian sea
Food and wine itinerary
Anfiteatro in Santa Maria Capua Vetere with a narrating tour
Underground paths of light
Jazz concert + cocktail party and buffet upstairs on the main space of
Anfiteatro
LITORALE DOMITIO, FOOD AND WINE TOUR AND
ANFITEATRO

36. San Leucio Belvedere – A Dream of Silk
Museo della Seta
Teatro dei Serici show
Maddaloni - Acquedotto Vanvitelliano- Maddaloni
Casertavecchia medieval historic site
SAN LEUCIO, ACQUEDOTTO VANVITELLIANO, CASERTAVECCHIA

37. Channels
• In order to reach the specific target,
luxury and international channel must be
selected.
• The idea is to build an integrated media
plan, using offline channels to create
hype and generate inbound to website
and socia media, who provides content
and informations about the product.

38. Website
As collector of contents and information
must be focused on storytelling, but with a
powerful visual structure, in order to
communicate the idea of luxury and beauty
A central, scroll-down layout could be useful
to provide wonderful pictures of different
places, directly related to a very short,
evocative sentence, in order to provide a
preview of the ‘real’ path of the Caserta
experience
The use of black and gold as main colors
should allow us to communicate the idea of
luxury and ancient tradition of the territory.
Links to YouTube and others social media
contents must be provided on right side of
the page (in a paralaller, smaller, scroll-down)
with the same structure on the left related to
the events and news

39. Online channels - 1
• A new YouTube channel must be used to share very short previews of
different steps of The Path, with a call to action at the end, pushing
website or FB contents.

40. Online channels - 2
• A Facebook page must be used to collect requests of informations, share FAQs and
visual engaging contents related both to luxury and history, with a sort of narrative
scheme who provide ‘hype’ to the audiene.

41. Online channels - 3
• Same strategy as of FB one should be used for Vkontakte (for
Russians) and RenRen (for Chinese people)

42. Online channels - 4
• Pinterest can be used also as a very poweful visual tool to share
pictures of events and places, with related link to YouTube channel
or website.

43. Online channels - 5
• Countdown twitting some days before
the beginning of the event should
allow us to support the FB hype.
• Promote live twitting during the event with a
specific hashtag could be useful to push the
word of mouth among our audience contacts.

44. Online channels - 6
• Google Ads: selected
keywords, related to
luxury travels, food&wine
experience and fashion
events.
English+Russian+Chinese

45. Offline channels - 1
• International luxury travel agencies could be also a good
intermediary in order to push The Path as a unique and
undiscovered experience. (Ex: Style Pass Luxury Travel,
Virtuoso, ecc…)

46. Offline channels - 2
• Luxury, fashion, history and food magazines should be used (both in paper and digital version)
with the ‘advertorial’ solution, in order to provide both visual and descriptive contents.
• QR codes should be put at the end of the page, linking to a specific YouTube video strictly-
related to the article. In this way even videos would be adressed directly to micro audiences
inside our target (luxury, food, fashion, history, ecc…)

47. Offline channels - 3
• Spot on video-screens streamed inside business class of most important
Airways companies from Russia and China, investing only during EXPO
period, could be a proper way to reach wealthy audience containing costs.

48. Offline channels - 4
• Digital signage campaign could be set in Moscow and St.
Petersburg, both in city centers and airports, with evocative
pictures of Reggia di Caserta or related to food/luxury experience.

49. Related events - 1
• International luxury fairs related to tourism should be a primary objective
to reach the proper target in a direct way. (Ex: MeetingLuxury – Swizerland
Expo of luxury tourism, Luxury Travel Exchange International in Las Vegas,
Luxury Travel Fair in London, ecc…)

50. Related events - 2
• Expo 2015 MUST be used as a relevant event to promote The Path. A huge number
of international wealthy visitors are going to partecipate, and a physical presence
of etp could generate awareness and inbound on website. The fact that EXPO
starts in May is also perfect for timing, giving us the chance to collect visitors
immediately after the EXPO itself or for the next months.

51. Schedule
October 2014 December 2014 April 2015
May
2015
June July
Seeding
Identity building
Start and
consolidation
Consolidation
and
mantainance
New website
Luxury Travel
Exchange
International
Firsts
Advertorials
EXPO
The
Path The Path
FB page Twitter page
Google ADV
campign
Advertorials
FB
News and
contents
FB reviews of
The Path
YouTube
Channel
Digital
signage
Prologue
Event
Live twitting
Storytelling of
experience on
website
Meeting
Luxury
On plane
ADV
Pinterest
Pic posting
Storytelling
on
advertorials

52. How do we monitor performance?
Frequency of reporting, media coverage
Traffic sources, bounce rate & time on site, new & returned
visitors, traffic distribution by country
Engagement, reach, popularity, share of voice
Inbound tourism revenues per visitors by source market,
overnights in accomodations, country entry Visa
requirements, visitors satisfaction, ROI

53. Communication Budget
Object Expense (€)
Website creation (mobile optimized) 2.500
Brand and logo design 7.000
Content management (social media, website, advertorial) 20.000
Fair partecipation 30.000
SEM & Google ADV 35.000
Luxury travel agencies On %
Magazines advertorial Free
Brand restyling 5.000
OnBoard Plane Spot (15’)x2 weeks 200.000
Digital signage in Moscow and St. Petersbutg (1 month) 100.000
TOT: 399.500 + %
… + ‘The Path to Caserta’ event budget + Camorra ‘security service’

54. Thank you!
Q&A