Strategy for tourism promotion in Italy

Pier Paolo Solinas

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“BEYOND THE ALPS LIES ITALY”
JAMES WILLIAM FOLEY

October 2011 an approach to Flanders by Italians

“Beyond the Alps lies Italy”
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  Italyand Flanders
  Targets

  Communication

  Results

Pier Paolo Solinas October 2011

3 “Beyond the Alps lies Italy”
Italy and Flanders
Perception of Belgium and Flanders


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  Belgium
  Grey

  Rain
  Immigration
  Mines
  Marcinelle
  Beer
  Chocolate


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  FOTO PRIMITIVI


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  Flanders
  Cotton “Fiandra”
  Flemish Primitives
  Rubens


Targets
How promoting
Psychographic segmentation


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 


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  Target demographics:

  25 – 55 y.o.
  living in northern Italy metropolitan area
  45,81% (2010 ISTAT)

  University degree
  working in tertiary sector
  51,14% (2010 ISTAT)


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  Target travel habits:
  Travelling with no Kids
  Under 14 years
  76,9% (2010 ISNART)
  Booking last minute
  less than 1 month prior departure
 51,35% (2010 ISNART)
  Directly (56,65% 2010 ISNART)
  Via trade (39,4% 2010 ISNART)

  Choice of a destination for the familiarity “I heard about”
  51,6% (2010 ISNART)

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  How promoting
  Product:
  CityBreak
  Expensive
  Second row destination
  Impulse purchase or emotionally driven choice


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  Psychographic segmentation
  Esplite
  Expert Elitaire
  Trendopolitan
  Trendy Metropolitan
  Technopolitan
  Techno Metropolitan
  Verve
  Travel passionate


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  Esplite
  Is the high quality standard traveller
  Looks for
  Unique delux hotel
  Attentive service
  Classical art
  Delicious restaurants
  First rate shopping

  Books mainly in his Travel Agency


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  Trendopolitan
  Is the trendy alternative metrosexual traveller
  Looks for
  Design hotel
  Friendly service
  Modern art
  Trendy nightlife, bars and clubs more than restaurants
  Design and latest fashion shopping

  Books mainly in Internet


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  Technopolitan
  Is the young cultural discoverer
  Looks for
  Bed and Breakfast or Hostels
  Friends
  Contemporary art, alternative lifestyle
  Nightlife, bars and clubs, concerts and techno events
  Cultural events, books and records

  Decides last minute and takes what found


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  Verve
  Is the Peter Pan complex traveller
  Looks for
  Countryside Bed and Breakfast or typical hotels
  Tight program
  Landscapes and discoveries
  Folkloric events, traditional restaurants
  Crafts shops

  Books in advance


Communication
Direct contact
Magritte
Flandrika
Antenna
Trade contact
Learning Flanders


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Stimulate interest

Enter a valid mind
Talk about category repeating
the message

Confirm the
Book message via 3
different media


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simple message
but true

confirm it with the
repeat it
product

message should be use at least 3
based on emotions different media


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What interest do we have the How to How to
people? product? communicate it evaluate it

Social
gastronomy Yes Web 2.0 networks
followers

music and
Campaigns Contacts
festivals

Art and Pax sold by
Press
culture tour operators

Fashion and
Trade
design

Gay and
Antenna
Lesbian

Active
holidays Pier Paolo Solinas October 2011

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  MAGRITTE CAMPAIGN
  The results of the campaign
  Total visitors in the expo 188.000 (tickets sold)
  Total visibility for the installation 451.000 pax
  (calculated with the average of people passing by Palazzo
reale ie 3500 every day)
  Total
visibility in the brochures, posters and our
postcards 200.000 pax
  10.000 Take one printed
  10.000 Data-Capture cards printed
  300.000 newsletter sent


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  Flandrika lifestyle festival 2009
  Numbers of the festival:
  1 Contemporary art exhibition
  2 Fashion installation “Crossover Prize”
  4 Theatre shows
  4 Classical music concerts
  6 Days festival
  8 DJ set
  30 Bands
  47 Concerts


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  Flandrika lifestyle festival 2009
  Results of the festival:
  4 hrs total radio broadcasting
  14 advertising in daily newspapers
  100 window posters distributed in Shops Pubs and Travel agency
  287,63% ROI generated
  900 on site public
  50.000 postcard distributed in Milano
  167.100 visibility/contact estimated (1% of contacts)
  258.539,70 € AVE generated
  16.710.000 contacts generated


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  Antenna Travel Agencies
  Every big town should have a tourist office for Flanders.

  A specialist on the destination, that can distribute
information, suggestions and can be a reliable tour
operator.
  In 2011 in Italy there are 19 Antenna


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 


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  LEARNING FLANDERS
  The Training program for tour operators and travel agencies
  4 blocks in 2009 Gent + Antwerp
  3 blocks in 2010 Antwerp + Mechelen

  3 blocks in 2011 Mechelen + Brussels

  62 participants in 2009



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Results


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2008 2009 2010 average
General BE o/n 5,65% -2,55% 8,9% 4%
Flanders o/n 7,01% 12,02% 7,7% 8,91%
Italy outgoing 18,58% -7,8% -2,1% 2,89%
o/n


Thank you.

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Strategy for tourism promotion in Italy

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Strategy for tourism promotion in Italy