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