City brandingCaserta

Claudio ContiniFederico OliveriChiara CilardoChiara NeffatArruzza BarraussePhuong Ly Ly Nguyen

Reasons for choosing Caserta

• Focus on a special kind of tourism such as Luxury, Gastronomy,…

• Opportunity to attract wealthy tourists visiting Naples such as : Russian, Middle East, Chinese

• Bad Communication Strategy

• Declining trend in tourist number

A positioning map of main competitors and possible partners

Luxury

Culture (arts & typical food)

Milan

CasertaSalerno

CapriNaples

www.eptcaserta.it

CONTENT LEVEL Narrative is arranged in order to provide basic information to general touristsNo city brand/ storytellingNo engaging contents or call to actionNo interactionPoor socialization Values:semplicityauthenticity

EXPRESSION LEVELFew and small imagesSmall headersConfusing layoutLimited use of icons Institutional design styleNot appealing and matching colours – not linked to the city logo or symbols – no textual coherenceFrom a plastic perspective the website structure it’s based on web 1.0 standard

Content and expression level analysis

Keywords analysis

Social presence

Very little presence/activity

Unavailable Facebook address

Outdated content on Youtube/ Flickr

Fail to exploit the advantage of Twitter

In sum…

• Limited to Italian people

• Unable to promote Caserta tourism industry

• Fail to differentiate Caserta from other

Italian destinations

Possibilities to attract

• Location : between Naples and Rome

• Historical sites : Palace, Villas, monuments, squares,…

• Nature : Gardens, parks

• Culture : theatre, university, gastronomy,…

• Luxury fashion

• Fairs, sports contest, music festival,…

• Night life

Napoli

Rome

Caserta

Possibilities to attract: Location

Historical sites

Nature

Culture

Luxury fashion

Events

Night life

Market trend

• Emirati tourist arrivals to

Southern Europe in 2013 totaled

135,000, representing 18.7% of

Emirati arrivals to Europe.

• Southern Europe's share of the

Emirati market was 13.1% in

2013, a 1.2 percentage point

increase from 2003.

United Arab Emirates

Market trend

3% increase in visits from Russia to Italy for the period 2012-2013

• Chinese tourist arrivals to Southern Europe in 2013 totaled 578,000, representing 7.2% of Chinese arrivals to Europe.

• Southern Europe's share of the Chinese market was 2.5% in 2013, a 1.4 percentage point decrease from 2003.

Market trend

15% increase in visits from

Russia to Italy for the period

2012-2013

• Russian tourist arrivals to Southern Europe in 2013 totaled 8.6 million, representing 27.1% of Russian arrivals to Europe.

• Southern Europe's share of the Russian market was 21.8% in 2013, a 3.1 percentage point increase from 2003.

2011 20120

10000

20000

30000

40000

50000

60000

ArrivalsPresence

2011 2011

Current Situation in Caserta

Re-branding and re-positioning of the city

Increase (brand) city awareness

Invert the negative trend (-2,86)

Objectives

Customer acquisition (Russia, China and Middle Est)

Customer retention andsatisfaction

Generate Word of mouth on targeted channels

Create a new identity

Targeted segment: luxury tourism

• Memorable authentic experiences• Multigenerational travel• Cruice vacations• Staying in private residences• Destinations related with events/news• Shopping luxury products• Special interest in food & wine• Landscapes, seaside and mountains• Italian Visa (Russians)

Positioning: luxury isotopy«Caserta the path of beauty»

Substantial Mythycal advertising

Consumption values: utopian valorization

Tone of voice: Institutional Evocative«Unique experience» «Deeply personal» «Inimitable journey»

Colours: black and gold- plastic association with luxury

Narrative dimension

Travel/path as a metaphor where Caserta is both

the helper and the adresser of the hero/consumer/tourist

The main goal is to help him/her to reach his/her identity

and object of value: a dreamlike experience.

Luxury is declined in different ways

(food, monuments, fashion events) and in all the

communication mix of the Brand/city

Strategy: narrative SWOT analysis

• A unique positioning

Strengths

• Hard to manage the image transition

Weaknesses

• A niche that is not already exploited

Opportunities

• Milan is sedimented as the Italian luxury city

• Cultural differences

Threats

SWOTAnalysis

Main issues: slow page load (7.43s), too much java scripts files, no alt tag with all the images, the title is too short (11 characters), the meta-description is too short (11 out of 156) and generic

Actual keywords: Caserta, congressi, regione Campania,cantica popolare, arte, offerta,turismo

Improvements on site: reduce the page load (under 3s), use less java scripts files, alt tag with all the images, a new meta description

Luxury has never been so close to you.Discover Caserta the path of beauty: nature, monuments and food but with a fashion touch. Find out your customized experience

Improvements off site: offering free trip at luxury travel (as Paul JoAhnson) and fashion bloggers for increasing link popularity

Events

experiential eventuse of the most suggestive and attractive locations

promotion of most important through events

luxury fashion event in a unique location path of the five senses using some of the

most beautiful rooms of the palaceindirect promotion:

the use of five senses to discover the attractions of Caserta

THE PALACE OF 5 SENSES

SIGHT: grand ball in the rooms of the palace ( sala degli

alabardieri, sala di Alessandro, sala del trono, sala del

consiglio) with the Baroque clothes designed by great

designers such as Dior, Armani, Valentino

SIGHT

TASTE AND SMELL

TASTE AND SMELL: fooda and wine trail,the guests' eyes

will be bandaged so it leave space to the taste and smell to

discover the flavors of Caserta thanks to the partnership

with the Legambiente and their project “la terra dei

cuochi”

HEARING AND TOUCH

HEARING AND TOUCH: The evening will conclude in

the park of the palace among the precious silks of

San Leucio (UNESCO heritage town of Caserta) with

the music of NCCP orchestra

THE CRUISEDay 1: Naples

Day 2: ferry from Naples to Capri

Day 3: leaving Capri to Litorale Domitio; food and wine itinerary,

Anfiteatro in Santa Maria Capua Vetere

Day 4: going through “the way of silk” in San Leucio; Acquedotto

Vanvitelliano in Maddaloni; medieval night in Casertavecchia

Day 5: Caserta + great event at Palazzo Reale of Caserta

Enjoy the “bella vita lifestyle” in one of the most actractive the UNESCO World Heritage Site

Visit the second most active volcano in Europe, Vesuvius, Pompeii and Herculaneum, extraordinary archaeological sites that preserve the tragic memory of the eruption of Vesuvius in 79 AD

Sorrento, famous for its beautiful classical architecture, or Capri, “Island of Love”

NAPLES AND CAPRI

Little Cruise from Capri to Litorale Domitio: during the cruise they can taste typical sea food specialties and the special view in Tyrrhenian sea

Food and wine itinerary

Anfiteatro in Santa Maria Capua Vetere with a narrating tourUnderground paths of light Jazz concert + cocktail party and buffet upstairs on the main space of Anfiteatro

LITORALE DOMITIO, FOOD AND WINE TOUR AND ANFITEATRO

San Leucio Belvedere – A Dream of Silk

Museo della SetaTeatro dei Serici show

Maddaloni - Acquedotto Vanvitelliano- Maddaloni

Casertavecchia medieval historic site

SAN LEUCIO, ACQUEDOTTO VANVITELLIANO, CASERTAVECCHIA

Channels

• In order to reach the specific target, luxury

and international channel must be

selected.

• The idea is to build an integrated media

plan, using offline channels to create hype

and generate inbound to website and socia

media, who provides content and

informations about the product.

Website

As collector of contents and information must be focused on storytelling, but with a

powerful visual structure, in order to communicate the idea of luxury and beauty

A central, scroll-down layout could be useful to provide wonderful pictures of different

places, directly related to a very short, evocative sentence, in order to provide a preview of the ‘real’ path of the Caserta

experience

The use of black and gold as main colors should allow us to communicate the idea of luxury and ancient tradition of the territory.

Links to YouTube and others social media contents must be provided on right side of

the page (in a paralaller, smaller, scroll-down) with the same structure on the left related to

the events and news

Online channels - 1• A new YouTube channel must be used to share very short previews of

different steps of The Path, with a call to action at the end, pushing website or FB contents.

Online channels - 2• A Facebook page must be used to collect requests of informations, share FAQs and

visual engaging contents related both to luxury and history, with a sort of narrative scheme who provide ‘hype’ to the audiene.

Online channels - 3

• Same strategy as of FB one should be used for Vkontakte (for

Russians) and RenRen (for Chinese people)

Online channels - 4• Pinterest can be used also as a very poweful visual tool to share pictures

of events and places, with related link to YouTube channel or website.

Online channels - 5

• Countdown twitting some days before

the beginning of the event should

allow us to support the FB hype.

• Promote live twitting during the event with a

specific hashtag could be useful to push the

word of mouth among our audience contacts.

Online channels - 6

• Google Ads: selected

keywords, related to luxury

travels, food&wine

experience and fashion

events.

English+Russian+Chinese

Offline channels - 1

• International luxury travel agencies could be also a good intermediary in order to push The Path as a unique and undiscovered experience. (Ex: Style Pass Luxury Travel, Virtuoso, ecc…)

Offline channels - 2

• Luxury, fashion, history and food magazines should be used (both in paper and digital version)

with the ‘advertorial’ solution, in order to provide both visual and descriptive contents.

• QR codes should be put at the end of the page, linking to a specific YouTube video strictly-

related to the article. In this way even videos would be adressed directly to micro audiences

inside our target (luxury, food, fashion, history, ecc…)

Offline channels - 3

• Spot on video-screens streamed inside business class of most important

Airways companies from Russia and China, investing only during EXPO

period, could be a proper way to reach wealthy audience containing costs.

Offline channels - 4• Digital signage campaign could be set in Moscow and St.

Petersburg, both in city centers and airports, with evocative

pictures of Reggia di Caserta or related to food/luxury experience.

Related events - 1

• International luxury fairs related to tourism should be a primary objective

to reach the proper target in a direct way. (Ex: MeetingLuxury – Swizerland

Expo of luxury tourism, Luxury Travel Exchange International in Las Vegas,

Luxury Travel Fair in London, ecc…)

Related events - 2• Expo 2015 MUST be used as a relevant event to promote The Path. A huge number

of international wealthy visitors are going to partecipate, and a physical presence

of etp could generate awareness and inbound on website. The fact that EXPO

starts in May is also perfect for timing, giving us the chance to collect visitors

immediately after the EXPO itself or for the next months.

ScheduleOctober 2014 December 2014 April 2015 May

2015 June July

Seeding Identity buildingStart and

consolidationConsolidation

and mantainance

New websiteLuxury Travel

Exchange International

Firsts Advertorials EXPO

The Path The Path

FB page Twitter page Google ADV campign Advertorials

FBNews and contents

FB reviews of The Path

YouTube Channel

Digital signage Prologue

Event Live twittingStorytelling of experience on

website

MeetingLuxury

On plane ADV

PinterestPic posting

Storytelling on

advertorials

How do we monitor performance?

Frequency of reporting, media coverage

Traffic sources, bounce rate & time on site, new & returned visitors, traffic distribution by country

Engagement, reach, popularity, share of voice

Inbound tourism revenues per visitors by source market, overnights in accomodations, country entry Visa requirements, visitors satisfaction, ROI

Communication BudgetObject Expense (€)Website creation (mobile optimized) 2.500Brand and logo design 7.000Content management (social media, website, advertorial) 20.000Fair partecipation 30.000SEM & Google ADV 35.000Luxury travel agencies On %Magazines advertorial FreeBrand restyling 5.000OnBoard Plane Spot (15’)x2 weeks 200.000Digital signage in Moscow and St. Petersbutg (1 month) 100.000TOT: 399.500 + %

… + ‘The Path to Caserta’ event budget + Camorra ‘security service’ budget.

Thank you!Q&A