DTTT Italia - Creativity vs Confusion
37
CREATIVITY vs CONFUSION Five campaigns that never left Italy! Luca D’Angelo & Fabio Sacco @dangelo_luca @fabiosacco81
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Transcript of DTTT Italia - Creativity vs Confusion
CREATIVITY vs CONFUSIONFive campaigns that never left Italy!
Luca D’Angelo & Fabio Sacco@dangelo_luca @fabiosacco81
POTENTIALS HOT TOPICS CHALLENGES
THE POWER OF IMAGINATION
INNOVATION WITH GUSTO
DO WE KNOW WHERE WE’RE GOING?
LACK OF STRATEGY AND ORGANIZATION
EXPO Italian pessimism (saved by creativity)
ROMA
The web is full of stars, join them!
ITALIAN STORIES
Artisan knowledge for great tourism experience
OUR #DTIC PLAYLIST
INSIDERS VISIT TRENTINO Re-thinking the organization to meet market needs
BLOGVILLE The best way to work with bloggers is not working with them!
OUR #DTIC PLAYLIST
SUCCESS OR FAILURE?
INSIGHTS FROM MILAN 2015 WORLD’S FAIR
ITALIAN PESSIMISM (SAVED BY
CREATIVITY)
before and during the EXHIBITION several voices were
very critical about it: a great part of PUBLIC OPINION was looking
at it as a huge WASTE OF MONEY
FACTS AND FIGURES
21,5 mln (20 mln expected)
2,3 bln € + +35% arrivals + 89% occupancy rate
3,8 mln overnights
50% international
EXPOKey learnings for DMOsItalian products can become more international
Focus on our talents and creativity, but don’t forget problem-solving
Italian Style does not mean CHAOS
Maybe we can find an “Italian DMO Style”: we should not copy our competitors!
Shot by indipendent Video Maker Oliver Astrologo in 6 months A passionate gift to the Italian Capital In less than 10 days, more than 700.000 organic visualization. Now over 1milion 0 euro spent by local DMO
ROMA THE WEB IS FULL OF STARS, JOIN
THEM!
It’s full of talents out there
Work with local artist
Showcase «off the beaten tracks» locations
Abandon the classic institutional approach, jump into visual storytelling
ROMAKey Learnings for DMOs
Artisan knowledge for great tourism
experience ITALIAN STORIES
Connects travellers all around the world with the places and protagonist of the real Italian manufacture Craftman as ambassador of Italian Beauty Launched in January 2015 More than 70 Craftman involved 120 Experiences online
ITALIAN STORIES
«Every Artisan hides a very little piece of Italy in
his workshop and in all his creation»
Connect people and place for the best tourism experienceArtisan Creativity = Strong Pull Factor
ITALIAN STORIESKey Learnings for DMOs
ITALIAN STORIESKey Learnings for DMOs
CONTENT IS KING Artisan Experience
DISTRIBUTION IS QUEENSharing Economy Platform
INSIDERS VISITTRENTINO
Re-thinking the organization to meet
market needs
Product Insider as an online expert of a particular tourism product
He/she becomes «the product face» acting as a Broker for the destination
INSIDERS VISITTRENTINO
Re-thinking the organization to meet
market needs
BASIC SKILLS Passion for the theme/
product Specific Knowledge
Relation with stakeholders and local
DMO Work independently
INSIDERS VISITTRENTINO
Re-thinking the organization to meet
market needs
NEW SKILLS PR online
Content Curator Product Curator
Social Media Digital Marketing Mobile Marketing Marketing Online
Networking Online
CONT ENT HUB
INSIDERS Main Results
Re-thinking the organization to meet
market needs
Average Reading Time on content
3 Minutes Cpc on portal
website 0,13€18
sponsored posts on
FB reach
5.339.322
More than 100 posts for season
5 “tested for you”
experiences per month
per hub
INSIDERS VISITTRENTINOKey Learnings for DMOs
Engage Tourist «emotionally» Involve local stakeholders and local DMO unlocking high value contents Stimulate new demand positioning content in the inspirational phase
BLOGVILLE
Creation of a new framework
for bloggers hospitality than
goes beyond the classic blog
tour
THE BEST WAY TO WORK WITH
BLOGGERS IS NOT WORKING WITH
THEM!
TO GET THE MOST OUT OF IT WHY DON’T WE…
THE APARTMENTwi-fi and mobile wi-fi portable chargers survival pack of typical products 24/7 assistance BlogVille Card
BLOGVILLE
180 bloggers from Australia, Brazil, China, France,
Germany, Usa, Uk, etc.
1.200 blog posts
15.000 shared contents
1,5 mln visitors
15 mln total reach
THE BEST WAY TO WORK WITH
BLOGGERS IS NOT WORKING WITH
THEM!
BLOGVILLEKey learnings for DMOs
Italian Hospitality is an added value
DMO as a content CURATOR and FACILITATOR rather than CREATOR
BLOGVILLEKey learnings for DMOs
INDEPENDENT TRAVELER
Tourism Consumption
INDEPENDENT BLOGGER
Tourism Communication
is STRATEGY a limit to CREATIVITY?
THANK YOU!
Luca D’Angelo & Fabio Sacco@dangelo_luca @fabiosacco81
