universita ' degli studi di pavia
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UNIVERSITA ' DEGLI STUDI DI PAVIA Facoltà di Lettere e Filosofia, Scienze Politiche, Giurisprudenza, Ingegneria, Economia Corso di Laurea magistrale in Comunicazione Professionale e Multimedialità PLACE MARKETING AND BRAND: THE MODEL CINQUE TERRE AND LANGHE-ROERO & MONFERRATO - PowerPoint PPT PresentationTRANSCRIPT
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UNIVERSITA' DEGLI STUDI DI PAVIA
Facoltà di Lettere e Filosofia, Scienze Politiche, Giurisprudenza, Ingegneria, Economia
Corso di Laurea magistrale in Comunicazione Professionale e Multimedialità
PLACE MARKETING AND BRAND: THE MODEL CINQUE TERRE AND LANGHE-ROERO & MONFERRATO
Silvia Malandrino
AA 2011/2012
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AIM OF THE DISSERTATION:
CREATE A NEW MODEL OF TERRITORIAL COMMUNICATION IN RELATION TO THE NEW CONCEPT OF TERRITORY
TERRITORY AS A SYSTEM OF ACTIVE RELATIONSHIP BETWEEN DIFFERENT STAKEHOLDERS WHO CREATE AN ATMOSPHERE
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KEY WORDS• ATMOSPHERE
• DISTINCTIVENESS
• CULTURAL LANDSCAPE
• CONCRETENESS OF 5 SENSES
• SYNCRETISM
• STAKEHOLDERS
• PRODUCTION
• HOSPITALITY-TREATMENT
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HOW CAN WE COMMUNICATE A TERRITORY?
ATMOSPHERE
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DISTINCTIVENESS
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CULTURAL LANDSCAPE by UNESCOLANDSCAPE MODELLED BY THE ARMONIC INTERACTION BETWEEN MAN AND NATURE
• PORTOVENERE, CINQUE TERRE & THE ISLANDS
• THE VINEYARDS LANDSCAPE OF PIEDMONT: LANGHE-ROERO & MONFERRATO
CULTURAL LANDSCAPE
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ENGAGEMENT AT 360°
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THE CULTURAL LANDSCAPE OF PORTOVENERE, CINQUE TERRE & THE ISLANDS
SYNERGIC RELATION
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SYNERGIC RELATION
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ENGAGEMENT AT 360°
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THE CULTURAL LANDSCAPE OF LANGHE-ROERO & MONFERRATO
SYNERGIC RELATION
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SYNERGIC RELATION
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WHICH IS THE TOOL TO COMMUNICATE THE TERRITORIAL ATMOSPHERE?
TERRITORIAL MARKETING OR PLACE MARKETING
THE
OPERATIVE
TOOLS
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TERRITORIAL MARKETING IS A POLICY FOR THE DEVELOPEMENT OF TERRITORY WHICH INTEGRATE ACTIONS FOR IMPROVING THE KEY ASSETS OF A PARTICULAR TERRITORY WITH PLANNED COMMUNICATION INITIATIVES.
TERRITORIAL MKTG
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EVERY TERRITORY COMMUNICATES AN IMAGE BASED ON ITS HISTORICAL, SOCIAL, ECONOMICS, INFRASTRUCTURAL, POLITICAL AND CULTURAL CHARACTERISTICS.
THE BRAND CONCEPT
BRAND MARKETING
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BRAND AS TRADEMARK OF TERRITORY, THE KEY TO ACCESS IN
BRAND MARKETING
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NEW CONCEPT OF TERRITORIAL COMMUNICATION AND TERRITORIAL BRANDING!
PLACE BRANDING
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ATMOSPHERE
PLACE IMAGE
PLACE IDENTITY
INVOLVEMENT PLACE BRANDING
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NEW OPERATIVE HYPOTHESIS FOR THE TWO CASE STUDIES
ROMANTIC TRAVEL
PORTOVENERE’S LOVE FESTIVAL
THE ROMANTIC PROMENADE OF LANGHE-ROERO
OPERATIVE HYPOTHESIS
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MONFERRATO’S HOLIDAYS PACKAGE: MONFERRATODOC
INVOLVEMENT IN THE
TERRITORY
INTERNATIONAL VOLUTARY PROGRAM:A SECOND CHANCE FOR CINQUE TERRE
HYPOTHESIS
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..CAN WE ADAPT THE MODEL TO OTHER CITIES? PAVIATHE CITY OF KNOWLEDGE
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CONCLUSIONS
• NEW CONCEPT OF TERRITORIAL COMMUNICATION AS A TOOL TO SPREAD THE TERRITORIAL ATMOSPHERE;
• NEW CONCEPT OF TERRITORIAL BRAND AS THE KEY TO ENTER IN THE TERRITORIAL ATMOSPHERE;
OPERATIONAL GIUDELINES FOR THE TERRITORIAL SAFEGUARDING WITHOUT FREEZING IT
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THANK YOU FOR THE ATTENTION