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Destination Branding - A project for Siracusa


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Destination Branding - A project for Siracusa

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  2. 2. Siracusa, Sicily 2
  3. 3. PLACE BRAND ANALYSISIMPLEMENTATION of 2 questionnaires to tourists (30 people) and residents (7 people)PURPOSE OF THE QUESTIONNAIRE: understand the perceived image and identity of Siracusa tounderstand the place brand strategy gap and to define where to improve the brand imageDURATION OF THE SURVEY: 2 weeksMETHODOLOGY OF RESEARCH: questionnaires send via e-mail, direct interviewsMAIN THEME TREATED: TOURISTS RESIDENTS Image of Siracusa Quality and way of living in Siracusa Knowledge about the position of the destination (“Do Siracusa’s offer to potential residents you know where is Siracusa located?”) General knowldege about the destination and sources of knowledge (“Have you ever heard about the Siracusa’s product offering destination? Where?”) Source of information about the city Uniqueness of the city What do they like most in the city Improvements needed 3
  4. 4. Let’s listen to what local community says about Siracusa… Siracusa, Sicily 4
  5. 5. PERCEIVED IDENTITY What does the town of Siracusa have to offer to potential residents?“Excellent geographical, geological andweather conditions” “good climate and seaside” 5
  6. 6. PERCEIVED IDENTITYWhat new you would like to see in Siracusa? “Improvement in public services, parking facilities” “Effective recycling” 6
  7. 7. PERCEIVED IDENTITY How is the quality of life in Siracusa andwhat are the main attractions of the town? Question:”Please, rank in order what you believe makes the town of Siracusa an attractive place to live and work (1-15)“ RANKING SERVICE/ATTRACTIONS 1 Distance from the coastline Quality of life 2 Cultural Opportunities 3 Restaurant Facilities 4 Availability of Social Services17% 5 Distance from the Airport 6 Shopping Facilities Good 50% 7 General appearance and aesthetics of the town 33% Fair 8 Proximity to large cities Poor 9 Cost of Home Ownership and Construction 10 Health Care Facilities and Services 11 Recreation Facilities 12 Childcare Facilities 13 Distance from Motorway/Dual Carriageway 14 Employment Opportunities 15 Business and Economic Climate 7
  8. 8. PERCEIVED IDENTITY How is the level of services and facilities in town? Question:How would you rate the following services and facilities in the town of Siracusa? SERVICES EXCELLENT GOOD NEED IMPROVEMENTSTown Council Services 0% 100% 0%Public Transport 0% 0% 100%Public Parks 0% 0% 100%Quality of Roads and 0% 0% 100%FootpathsEconomic development efforts 0% 17% 83%Local/Town Infrastructure(Upkeep of the general area) 0% 17% 83%Availability of Car Parking 0% 17% 83%FacilitiesRecreational and Sports 0% 50% 50%Facilities for YouthRetail and Shopping Facilities 0% 67% 33%Accessibility for the Disabled 0% 50% 50%Hospital Services 17% 50% 33%Library facilities 0% 67% 33%Community Events 0% 67% 33%Cultural Facilities 17% 67% 17% 8
  9. 9. What do you think is the uniqueness of this place? “Excellent climate conditions, amazing “Very suggestivemplaces , seaside, cultural monuments of ancient resources, Greek art, Greece, beautiful beaches good restaurants” and sea” “The old town centre with the Cathedral, unique in the world; the archaeological site of the city: one of the most impressive Greece theatres, a beautiful The beauty of Ortigia, of seaside” its history and of its fascinating atmosphere “The presence of an enviable historic centre, Ortigia , of a beatiful seaside, and because we have areas that belong to the UNESCO World Heritage” 9
  10. 10. What could stakeholders do better to market the area and attract new and repeat visitors?Policy-makers could improve public services (transport, parking,access to the seaside) and stress the importance of the naturalreserve. Entrepreneurs could invest on more activities (discos,beach facilities, sport facilities..) and improve the quality of the existing ones. A new circuit between attractions should be created, new tourist information to assist visitors during their trip. In my opinion, it is wrong to make tourists pay € 8 to visit the Bellomo gallery, whereas residents pay only €1! (Notice that the entrance ticket for the “Uffizi” in Florence is about € 8!) Possibility to move easily around the city and to the seaside 10
  11. 11. Why going to Greece if you can go to Siracusa? Siracusa, Sicily 11
  12. 12. PERCEIVED IMAGE What’s the first thing/image that comes to your mind when you think about Siracusa? Climate Pythagoras,History Magna Grecia , Hot Ancient Greece, weather, dryness Archaeology General People Sicilian feeling The atmosphere people, of Ortigia during Siracusa the evening, local people Sea, Sun andSandy Beaches Places Food Historical buildings, Sicily Ortigia, ancient monuments, the The small port, the bridge archaeological that is at the entrance of Good site, Park offood, orange Ortigia, Greek Theatre, Neaopolis , a s Ortigia’s square, the yellow building of the Renaissance Duomo, Apollo’s Temple 12
  13. 13. Why do you have a positive/negative image? I associate A relaxing old town SiracusaPositive because I peaceful with a and Sicily to have heard vacation nice a clean and friends speaking it’s a pure historica limpid sea good about this beauty! l centercity,even though I don’t know Positive because Ianything about it like sun and sea and holidays! Due to its cultural Negative tradition because I don’t and its like the sea charme Positive culture that Because of brings personal a beautiful serenity, welcoming reasons, image of an and nice people since my attractive and mum is historic area Sicilian 13
  14. 14. General knowldege about the destination Do you know where is Siracusa Where did you heard about the located? city? School 7% 3% 3% 3% Newspapers 13% I am from Sicily 20% YES 20% TV Friends or relatives NO 23% 93% School trip 3% Internet RadioMost of people interviewed answered that they know the location of Siracusa.They heard about the city mainly through the school, newspapers and friends orrelatives. 14
  15. 15. Perceived experience Have you ever been to Siracusa? Did you use the Siracusa’s website to look for information? 30% 11% YES YES 70% NO NO 89%70% of people affirmed they they didn’t go to Siracusa, but most of them are interestedto go. People that answered they did a trip to Siracusa asserted that thye didn’t use theSiracusa’s website to look for information. 15
  16. 16. PERCEIVED EXPERIENCE “Are there any reasons why you didn’t go to Siracusa yet?” “I always make another route when I am in Sicily” “There is no a specific reason”“When I visited Sicily during a tour with my family it was too far from my itinerary” “Sicily was a bit difficult to reach as a tourist destination” “Not much touristic information” “Sicily is too expensive” “Never had the opportunity to visit Siracusa “ “No idea about this city, we just heard about Sicily in general” “Just never heard about it “ “I’ve never been to Sicily ‘cause I think Italy is too expensive. I’d rather go abroad where it’s less expensive” “I’m afraid to use the airplane” 16
  17. 17. PERCEIVED EXPERIENCEWhat is there in Siracusa that you would like to see or experience? “Ancient sites “ “ World heritage site the city and its traditions” “Hystoric site” “Landscape and beaches, seaside “ “Good Food (cannoli, granite)” “Beach I would like to go to the seaside, to see the Ancient Greek City, the Cathedral and the World Heritage Site by UNESCO monuments” “Local Community (south of Italy)” “ Visiting Ortigia, eating local food and enjoying the coasts nearby “ “I’d like to visit the Apollo’s Temple and the Greek Theatre” “Enjoy Siracusa during the summer, going to live concerts in the historic centre or to local festivals” 17
  18. 18. PRODUCT OFFERING Express a judgement about this attributes of SiracusaAttributes Value 1 2 3 4 5Historicsites/museums 0% 11% 11% 33% 44%Beaches 0% 22% 0% 44% 33%Fairs/exhibit/festivals 11% 22% 33% 0% 33%Natural attractions 0% 33% 22% 11% 33%Climate 0% 22% 0% 11% 67%Nightlife andentertainment 22% 22% 33% 11% 11%Localinfrastracture/transportation accessibility 33% 33% 33% 0% 0%Facilities for touristinformation 33% 22% 33% 11% 0%Accommodations 0% 22% 56% 22% 0%Restaurants 0% 11% 33% 56% 0%Hospitality 0% 0% 33% 33% 33%Friendliness/receptiveness 0% 11% 33% 44% 11% There’s link between what is the perceived identity and the product offering judged by tourist: residents and tourists both agree about the lack of infrastructure and facilities for tourist information. They assent regarding the cultural and seaside offer. 18
  19. 19. Projected Image “A lovely and very pitoresque place” – Frank (UK) “Very traditional and authentic Sicilian experience” – Skalauk (UK) “Extremely traditional with beautiful architecture” – Javier (Spain) “We love Ortygia” – Lardude (US-CA) “Siracusa is a gem” - Vagabonda (Italy)“I don’t think you’ll find a better place in Italy” – Marc (USA) 19
  20. 20. Brand Overview• Positioning: Siracusa’s old town centre, Ortigia, is an island: An Island within the main Island, Great Mother Sicily.• Core Values: Siracusa, and also Sicily in general, is known worldwide for its history, culture and for the very special way of life, in a time frame divorced from reality, where the main activities are living, loving, lasting and enjoying life ‘till its very end.• Proposition: Siracusa is able to offer to visitors a wide range of different experiences. From singles to couples and families, from young to elder people, from backpackers to high expenditure tourists, everyone can find his/her spot in Siracusa. And what will surprise the tourists most will be the fact that a lot of what they’ve heard about the city is actually true, but many of the greatest things they experienced weren’t even in their imagination. 20
  21. 21. Brand Identity• Core Values• People• Food• Traditions• Cultural Heritage• Sea Sun and Sand• Vision 21
  22. 22. Siracusa, Sicily 22
  23. 23. Brand Identity• Core Values: Life, Family, History, Nature, Relax and Fun;• People: In Siracusa, people would say they’re very very busy even when their main activity is to sit outside their house staring at people walking by. Of course they study, work, take care of themselves, but they consider their own relax as one of their duties, not as a reward for days of hard work. 23
  24. 24. Siracusa, Sicily 24
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  28. 28. Brand Identity• Food: People in Siracusa have at least 4 breakfasts per morning. Every person they meet, is a person the want to buy coffee for (as you can easily imagine, if everyone wants to pay for the other, the argument about who’s paying for who could actually be endless). Breakfast is a sacred moment, as well as lunch and dinner. No one is allowed to leave the table if they haven’t gained at least 3 kilos. To hurry on someone who’s eating is punishable by death. To ask for seconds is not just recommended but mandatory. People in Siracusa think that they’re food is the best one in the world. Many tourists agree with this assumption, and when they come back home their dieticians are even happier. Sometimes tourists think that they know what a Cannolo Siciliano is, even if that’s their first time in Sicily: our mission is to redeem them for such nonsense. Vegetables, Fruits, Seafood and Cheeses are just few of Siracusa’s great productions, together with Wine, Ice Creams and Granita, of course. There’s a notable production of organic foods, as well as an increasing focus on Slow Food products, homemade and unrelated to industrial production. 28
  29. 29. Siracusa, Sicily 29
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  36. 36. Brand Identity• Traditions: If you’re looking for a fight, you’re definitely in the right place. Every season with at least 5 different shows, mixing up history, battles, love stories and heroes, the Sicilian Puppets’ Show is the one you don’t want to miss. 100% purely handmade and hand performed, this is the kind of experience that gets together men, women, children and elder people. But if you’re looking for tragedies, we have something even better. Our Greek Theater hosts every year a one-month-cycle of shows, performing every year 2 different greek tragedies. People from all over Italy and the World come to see them, to feel the ancient greek spirit. We believe that 3D movies won’t be enough for you, after that.• Cultural Heritage: Want to experience Ancient Greece? Take a walk at our archaelogical park, with the Greek theater, the amphitheater, Dioniso’s Ear and the «rope-makers’ cave». Take a look at Apollo’s temple, with his throne still there, wating for him to be back. And if you’re rather the baroque type don’t worry, there’s room for you as well. Take a look at our balconies. But did you know that our baroque cathedral was previously a Greek temple? 36
  37. 37. Siracusa, Sicily 37
  38. 38. Siracusa, Sicily38
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  41. 41. Brand Identity• Sea Sun and SandTired of all this history? Take a look at the seaand forget about all of your problems: Siracusais surrounded by nature reserves, where seafauna and flora are untouched! 41
  42. 42. Siracusa, Sicily 42
  43. 43. Siracusa, Sicily 43
  44. 44. Siracusa, Sicily 44
  45. 45. Siracusa, Sicily 45
  46. 46. Market SegmentationSiracusa’ s tourists’ market can be segmented on various basis:Demographical: • Families with children • Couples • Silver segment • Young groups of friends • LGBTGeographical: • Locals (Sicilian people) • Domestic (Italy) • Foreigners, especially from France, Germany, Russia, UK and USA. It has been noticed an increase in arrivals of people from India, Brazil, China and Japan as well.Aim of the trip: • Cultural attractions and events • Sea, sun and sand • Food and Wine tasting Tours • Adventurous trips (in nature reserves) • Sailing and/or cruising 46
  47. 47. TargetingIn order to respond to tourism demands, some new segments have been identified as «targetsegments»:Demographical: • Silver Segment: usually known has high expenditure potential tourists, the actual offer of the city doesnt’ really satisfy their needs; the concept of luxury tourism in Siracusa is not well developed yet, and considering the potential of this segment we believe that something must be done in order to meet tourists’ expectations. • LGBT: there has been an increase in arrivals of this segment of tourists, certainly due to the calmness of the city and the intimate and discrete atmoshpere of the place; however, there is still a lack of real attractions or receptivity for this increasing segment.Geographical: • BRIC: having noticed a net increase of arrivals of tourists from BRIC countries we believe that the city could really use the help of people that speak those languages, and also the help and the know how of outbounding tour operators of these countries.Aim of the trip: • Cultural attractions and events: the agenda of events must be better advertised and planned. • Sea, sun and sand: some beach equipments must be improved. • Sailing and/or cruising: Siracusa’s port and other nautical facilities need to be renovated and improved. 47
  48. 48. Positioning One Year Round PlanConsidering the variety of attractions, the city could plan an year-round schedule ofattractions and events in order to attract all the desired segments in the right period of theyear.For instance, having considered different variables in order to segment tourists, it could besmart to group them on different filters, in order to find brand new segments.• From January to March, due to the mildness of climate wich is not rigid at all in the city, Siracusa can become an ideal destination for the Silver segment which can spend part of their retirement there, as well as for families with babies who don’t go to school yet, that may enjoy the calmness of the place together with the mildness of the weather.• April, along with easter holidays, is the starting period for foreigners to come. May and June, with the Tragedies’ Show ath the Ancient Greek Theater, are a very interesting moment for cultural tourists and those who may suffer from summer hotness, and prefer mild temperature. It’s also a good period for honeymooners.• July, August and September are the ideal months for Sea Sun and Sand tourists, as well as families with children who go to school or young people who have their holidays during summer. Honeymooners as well can enjoy the city during October too.• October, November and December are the perfect months for tasting tours, with the newest productions of olive oil and wine just ready! Christmas in Siracusa is very charming as well, the ideal place for those who can’t stand cold and prefer to have a trip to the sea on New Year’s Eve as well (no bath though, please)! 48
  49. 49. 49 Siracusa, Sicily
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  52. 52. Place Brand ImplementationOur brand effort focuses on delivering an exceptional experience that has to bememorable and emotional.Analyzing the data we collect from the brand analysis, the ideas of the brandessence we develop the brand implementation strategy through 3 main activities:• CONSTRUCTION•COMMUNICATION•COOPERATIONWe want to go against the popular perception that destination branding is a solelyexercise in communication; it is, in reality, an exercise in identification, organizationand coordination of all the variables that have an impact on the destination image.Like the rest of the Southern Italy, even Sicily and Siracusa have a lot to doespecially investing in new way of communication and new type of governance inorder to adopt better solutions of territory’s management. 52
  53. 53. ConstructionCo-creation about the new brand with the customers through: interviews , surveys, questionnaire to understand what the final customersexpect from our productSocial Network (launch a questionnaire in Facebook, Twitter, about Siracusa)Web 2.0 (through the Siracusa website create a space where customers canleave their feedback, ideas about the project)Co-creation of the brand with the main partners: hotels: increase the accommodation quality of Siracusa. One of our main target are BRIC countries. To attract them we need to increase the presence of luxury hotels (4-5 stars) and strengthen the quality and the peculiarity of services delivered tour operators: cooperate with them to find out new itineraries involving Siracusa and its neighbourhood as a way to develop the destination OLTA: this is our challenge because we want to make our hotels be present in the OLTA but to do this we need to improve the quality of Siracusa’s accommodation and the number of existing hotels 53
  54. 54. Communication•Launch of the new logo of the brand“Siracusa”• Set 3 main activities for the whole year to be always present in the mind of people (future customers) ACTIVITY REACH TIMING FLEXIBILITY COST/EXPOSURE Launch a new campaign with the Advertising (TV, new Siracusa Brand Standard message newspaper, Social to reach Sea Sun May, June, July Moderate for each target Media) and Sand tourists, families, young people Message tailored Direct Marketing Each target Whole year and personalised for Moderate each target Be present at mainly Range of different tourism fairs (BIT, February, June, products (culture, Fairs and Exhibition Moderate BTC, TTG) to reach October sea, food…) to reach our main targets different customers 54
  55. 55. Siracusa, Sicily 55
  56. 56. CooperationThe success of Siracusa’s management can beseen as an exercise of coordination whererelevant variables, such as tourisminfrastructures, quality of local services, andother destination-brand users need to bemanaged in order to achieve a coherent and PRIVATE SECTOR (hotels, local businesses)desired destination-brand identity.In order to put in practice a co-creation of thebrand a strong cooperation between all theactors is needed. We want mainly that thecentral actor is the municipality that should LOCAL COMMUNITY PUBLIC SECTORbe more present in the development of the (people, associations) (municipality, Government)brand, through:• improvement of infrastructure and publicservices•Development of activities to involve youngpeople and universities in this project•Support to the new ideas launched by thehospitality sector• Cooperation between private businessesand the public sector (private can invest innew projects in the city) 56
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