strategy for tourism promotion in italy
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“BEYOND THE ALPS LIES ITALY” JAMES WILLIAM FOLEY
an approach to Flanders by Italians October 2011
Pier Paolo Solinas
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“Beyond the Alps lies Italy”
Italy and Flanders Targets Communication Results
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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
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Targets How promoting
Psychographic segmentation
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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:
City Break 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
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Communication Direct contact Magritte
Flandrika
Antenna
Trade contact Learning Flanders
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Stimulate interest
Enter a valid mind category repeating
the message
Confirm the message via 3 different media
Book
Talk about
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simple message but true
repeat it
use at least 3 different media
message should be based on emotions
confirm it with the product
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What interest people?
gastronomy
music and festivals
Art and culture
Fashion and design
Gay and Lesbian
Active holidays
do we have the product?
Yes
How to communicate it
Web 2.0
Campaigns
Press
Trade
Antenna
How to evaluate it
Social networks followers
Contacts
Pax sold by tour operators
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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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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 47 participants in 2010 63 participants in 2011
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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 o/n
18,58% -7,8% -2,1% 2,89%
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Thank you.
Questions?
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Pier Paolo Solinas
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