This was the fourht group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to design and explain a positioning-image-branding concept for a destination. We choose Milan.

2.  Duomo
 Business
 Design
 Fashion
 Foggy
 Rainy
 Pollution
 Not very green

3. Change visitors’ image focusing on different
factors:
 SOCIO-CULTURAL:
Museums, festivals, events, international
conferences, cultural tours, international
musicals, Opera, traditional food
 GREEN:
Parks, eco-sustainable projects, house-farms,
sustainable transportation (bike sharing,
eco car sharing and buses)

4. 5 Ds OF POSITIONING
1. DOCUMENTING

5. SPORTY
HEALTHY AND
GREEN MILAN

6. MILAN
INTERNATIONA
L FORNITURE
EXHIBITION

7. FASHION WEEK

8. FIERA MILANO

9. 2. DECIDING:
We want our visitors to understand that
Milan is not only a business city, but also
and overall a cultural and green
destination.
We want tourists to feel completely
immersed in the typical Milan lifestyle,
which assembles the factors we
previously listed.

10. 3. DIFFERENCIATING:
Which competitive destinations do we
want to appear different from?
Berlin, London and Paris
Why?
Because they are our biggest
competitors in Europe, which are
perceived very similar to Milan without
considering our UPS.

11. FASHION
Quadrilatero della moda
Via Montenapoleone
Via Manzoni
Via della Spiga
Corso Venezia

12. THE WAY MILAN
LIVES THE NIGHT

13. STRATEGIC POSITION AND ATTRACTIVE LOCATION
Milan is located in the centre of Europe. It limits with 4 different countries
and it is well connected to all international airports

14. SAN SIRO
(Meazza Stadium)
One of the best stadium in
the world where two of the
most famous soccer teams
play their matches ( Milan
and Inter)

15. MILAN
INTER

16. DESIGN

17. 4. DESIGNING:
We want to develop and communicate our
differences through a strong promotion
using different tools like:
 Digital marketing campaign
 Innovative and creative videos
 Creating a new and effective logo, slogan and claim
 Promotional events
 Flash mobs taking place in different areas during relevant and
international events
 Organizing catwalks and design exhibitions in international
airports in order to empower Milan’s image as the city of
fashion and design
 Take advantage of Expo2015 to increase the power of our
image and brand

18. 5. DELIVERING:
We will make sure that we accomplish our
goals through surveys and coordination
with
Lombardy Region.