Destination Marketing Strategy and Plan for Milan and Lombardy
AUTHORS: Andrea Scacchioli, Mirko Chianesi, Stefania Sossi, Simone Marco Vaglica, Davide Antonelli
TEAM EXERCISE 2
Milano 2011 Milano 2015
MICE
Business segment
Leisure segment
Leisure segment
Business segment /MICE
MILANO’S LIFE CYCLE: NOW AND THEN
Milano’s perceived image …
The secondary attractions: the added value
EXPO 2015: the challenge . . . and the future
Many actors . . . a
. . . the key to success is the “COOPERATION ” between the actors
Creating a coordinating body now (2011) to assist the tourism activities associated with EXPO 2015
Increasing the visibility and importance of the provinces, communities and associations taking part in the event
Involving the provinces in the promotion and integration of the metropolitan area of Milan
. . . .
.
Since the leading theme is feeding the planet, food for life, it is fundamentally important to involve the leading figures of the agriculture industry, in order to create a network among agriculture, tourism, artisan
To involve more the private sector and the associations in the tourism strategy and initiatives for Expo 2015
In order to facilitate the development associated with the EXPO it is important to
acquireprivate and public sponsors
craft, commerce and industry
Talking about cooperation . . . a DMO is WANTED
DMOs play an important role acting as catalysts and facilitators for the realization of tourism development
The Lombardy region does not have a destination management organization, for this reason the EXPO 2015 could be a good opportunity to create this figure in order to encourage cooperation
Without a DMO it will be very hard to achieve all the tourism benefits related to the EXPO 2015 (before, during and after the event).
DMO
Planning a specific tourism market segmentation for Expo 2015 through a detailed analytical research
In response to the Expo 2015 the tourism branding in Lombardy could be re-positioned
Creating a detailed website for Expo 2015
In addition to a city and regional campaign, a national promotional campaign (through all traditional and new social media channels) should also be introduced in order to integrate and expand the future benefits of EXPO 2015 throughout the Country
A well integrated tourism Marketing Strategy and Plan have to be planned for Milan and Lombardy in
occasion of Expo 2015
Proposing dynamic tourist packages that include Milan and the surrounding areas into the Expo experience (i.e. food and wine itineraries, recreational daytrips and activities within Lombardy promoting the industrial competitiveness of the region)
Promoting MICE markets in response to Expo 2015
Concentrating efforts on foreign independent travelers
Promoting collaborative tourism marketing campaigns
Enhance customer satisfaction and dissemination of information
Develop partnerships with foreign companies
Familiarizing business travelers of Expo 2015 events
Encourage VFR by involving local communities
EXPO 2015 Timetable
2011
Launch competition for the development
of the exhibition area
Participation of at least 50 countries
Release new Expo Milano 2015 logo
Promotional campaign in Italy
2012
Begin architectural projects in the Expo
area
Participation of 60 more Countries
Establish the schedule for the main
events
Participation at Expo Yeosu 2012
2013
Construction of exhibition areas
Recruit volunteers
Company operational agreements
International promotional campaign
2014
Welcoming assistance for the participating Countries
Start ticket sales
Merchandising activities
:The opportunities for the potential markets
The chance to re-position Milan
Milan is well known for its meetings (exhibitions, congresses, conferences) and its fashion and design. In fact when people think about Milan the first thing that come to mind is FASHION and BUSINESS.
The city has a great cultural heritage to be considered . . .
. . . WHILE
. . . So the EXPO 2015 could represent for the city a great opportunity not only to improve the tourism business segment, but also to attract the leisure segment through thepromotion of the cultural resources
The aim is making people aware of the several tourist opportunities that such adestination can offer, changing the city’s stereotype
THE RIGHT APPROACH TO RE-POSITION MILAN: CREATIVITY, INNOVATION AND SUSTAINABLE WAYS OF LIVING
Milan should better communicate to the world its ambience, people’s attitude and heritage. For example, through an intensive and efficient advertising campaign (traditional media, social media)
To be a forward looking destination looking to embrace the best in new practices and ways of living.
To involve local people in making crucial decision related to the development of the city. Researches, surveys and statistic analysis could be very useful
Develop an original logo and tagline. Researches needs to be conducted on potential taglines to establish whether tourists find them: attractive, interesting, memorable, able to capture the essence of the destination’s positioning and promise, different to other places. (i.e. Spain logo)
Expo as a starting point for a long term brand strategy
Before launching a brand strategy it is essential to establish the current brand’s position (SWOT)
Envision the brand personification
ANDREA SCACCHIOLI
. . . “Tourism provides a unique opportunity to personalize our relationship with places”
MIRKO CHIANESI SIMONE MARCO VAGLICA
STEFANIA SOSSIDAVIDE ANTONELLI
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