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UNIVERSITA ' DEGLI STUDI DI PAVIA

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

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UNIVERSITA ' DEGLI STUDI DI PAVIA

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  1. 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

  2. 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

  3. KEY WORDS • ATMOSPHERE • DISTINCTIVENESS • CULTURAL LANDSCAPE • CONCRETENESS OF 5 SENSES • SYNCRETISM • STAKEHOLDERS • PRODUCTION • HOSPITALITY-TREATMENT

  4. ATMOSPHERE HOW CAN WE COMMUNICATE A TERRITORY?

  5. DISTINCTIVENESS

  6. CULTURAL LANDSCAPE CULTURAL LANDSCAPE by UNESCO LANDSCAPE MODELLED BY THE ARMONIC INTERACTION BETWEEN MAN AND NATURE • PORTOVENERE, CINQUE TERRE & THE ISLANDS • THE VINEYARDS LANDSCAPE OF PIEDMONT: LANGHE-ROERO & MONFERRATO

  7. ENGAGEMENT AT 360°

  8. THE CULTURAL LANDSCAPE OF PORTOVENERE, CINQUE TERRE & THE ISLANDS SYNERGIC RELATION

  9. SYNERGIC RELATION

  10. ENGAGEMENT AT 360°

  11. SYNERGIC RELATION THE CULTURAL LANDSCAPE OF LANGHE-ROERO & MONFERRATO

  12. SYNERGIC RELATION

  13. THE OPERAT I VE TOOLS WHICH IS THE TOOL TO COMMUNICATE THE TERRITORIAL ATMOSPHERE? TERRITORIAL MARKETING OR PLACE MARKETING

  14. TERRITORIAL MKTG 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.

  15. EVERY TERRITORY COMMUNICATES AN IMAGE BASED ON ITS HISTORICAL, SOCIAL, ECONOMICS, INFRASTRUCTURAL, POLITICAL AND CULTURAL CHARACTERISTICS. BRAND MARKETING THE BRAND CONCEPT

  16. BRAND MARKETING BRANDAS TRADEMARK OF TERRITORY, THE KEY TO ACCESS IN

  17. PLACE BRANDING NEW CONCEPT OF TERRITORIAL COMMUNICATION AND TERRITORIAL BRANDING!

  18. PLACE BRANDING INVOLVEMENT ATMOSPHERE PLACE IDENTITY PLACE IMAGE

  19. OPERATIVE HYPOTHES I S NEW OPERATIVE HYPOTHESIS FOR THE TWO CASE STUDIES ROMANTIC TRAVEL PORTOVENERE’S LOVE FESTIVAL THE ROMANTIC PROMENADE OF LANGHE-ROERO Portovenere’s love festival

  20. INVOLVEMENT IN THE TERRITORY HYPOTHESIS A second chance for Cinque Terre INTERNATIONAL VOLUTARY PROGRAM: A SECOND CHANCE FOR CINQUE TERRE MONFERRATO’S HOLIDAYS PACKAGE: MONFERRATODOC

  21. ..CAN WE ADAPT THE MODEL TO OTHER CITIES? PAVIA THE CITY OF KNOWLEDGE

  22. 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

  23. THANK YOU FOR THE ATTENTION

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