BIOSPHERE RESERVE Branding Strategies

1. BIOSPHERE RESERVE Branding Strategies Dott. Filippo Lenzerini – filippo@punto3.it

2. THE SESSION WILL FOCUS ON The session will focus on how to define a Biosphere Reserve Branding strategy, following the Lima Action Plan and in coherence with the “Communication and Branding toolkit” realized by EuroMAB staff. During the session will be also presented some concrete and different example of BRs’ project connected to the use of MAB and BR brand on products and services…. But each BR has to find its own way

3. UNESCO MaB Brand & Story Toolkit A guide to engaging people and telling our influential story WHAT HOW WHY

4. UNESCO MaB Brand & Story Toolkit Una guida per coinvolgere le persone e raccontare la nostra influente storia The way we tell our story can increase the effectiveness of involving people about what a Biosphere Reserve is, why it is important to them and how they can get involved. Consider each of these changes when creating your engagement plan. Strumenti di coinvolgimento Come creare un proprio piano di coinvolgimento?

6. PEOPLE KNOWS UNESCO ? In Italy* 98% of people know the UNESCO institution and have an excellent reputation index (76 points out of 100). The Organization is strongly identified with the cultural sphere, in particular with the protection of cultural heritage (77%) and nature (68%); with the promotion and protection of local cultures (64%). * research promoted by the Italian National Commission for UNESCO 2016

7. WHAT ADDED VALUE DOES UNESCO PROVIDE? • UNESCO has built a high image profile in the public opinion. Among the salient features, which characterize its physiognomy, stand out internationality, institutionality, prestige and authority. • 75% believe that UNESCO is important in promoting economic activities; • 52% consider it a guarantee of quality; • 40% element of excellence.

8. THE BRAND UNESCO VALUE The Entelebuch Biosphere Reserve in Switzerland, with the support of the University of Zurich, has estimated an induced income of about 4.6 million euros per year directly connected to UNESCO recognition. 29% of tourists visit the area because it has obtained UNESCO MAB recognition. Trentino (Dolomites) , one of the main European tourist destinations, uses the UNESCO awards present in its region as a distinctive element of its marketing strategy.

9. LOCAL NEEDS vs GLOBAL DYNAMICS

10. THE MAB UNESCO BRAND The MaB program brand must always be used in a complete and correct way It is always forbidden to use the MaB and/or UNESCO brand for commercial purposes. • It is allowed to write on communication tools of commercial products and services that such product/service is made within a Biosphere Reserve if this corresponds to the true

14. Towards the Appennino Tosco Emiliano BiosfpereReserve branding strategy action inspiration consultation March 2016 Lima – Perù IV MAB UNESCO Biosphere Reserve World Congres Branding Guidelide Agoust 2016 Torrechiara – (PR-Italy) MaB International Workshop «Biosphere Reserve branding through high-quality agri-food production and gastronomy» October 2017 San Romano in G. – (LU-Italy) MaB International Workshop «The enterprises social responsibility for the development of Biosphere Reserves» Brands have a strong value in building relationships and are important for how they tell a story, create a dialogue «Brands can help each Biosphere Reserve tell its own important story.» The brand distinguishes those who support projects whose aim is sustainable development and taking care of the territory, biodiversity and communities in the Apennines. «I care Appennino» The T.E. Apennine brand does not recognize the physical-chemical qualities of products, but qualities related to human action. «taking care of the environment, the land, other people»

15. The brand "I CARE APPENNINO" is given to economic operators non-profit organizations on the basis of Projects Economicallysupported by the applicant Directlyrealized by the applicat Thatrealizesustainabledevelopment in the Appennino Tosco Emiliano, achieving economic results and environmental and social positive impacts, bringing a real and evident benefit to the territory and its communities.

16. NOT QUALITY, BUT CARING

17. Brand Identity «Biosfera Delta Po» DIMENSIONE COMUNICATIVA DIMENSIONE ANTROPICA DIMENSIONE NATURALE La denominazione sintetizza l'identità «Delta Po» con la concettualità «Biosfera». Viene «sottinteso» il termine Riserva che spesso genera confusione e timore. La specifica «uomo e natura insieme» sintetizzano il claim Unesco Mab : «Inspire a positive future by connectingpeople and nature today» Supera e sostituisce il precedente claim«uomo, natura e sviluppo» dove lo sviluppo appariva quasi un elemento a se stante, diverso da uomo e natura. Solo INSIEME uomo e natura possono produrre sviluppo sostenibile. Le gambe dell’uomo richiamano la lettera greca «Delta» , la testa e le braccia un tramonto sulla pianura. Ai colori è assegnato il compito di rappresentare la dimensione naturale della biosfera: Giallo = Sole – Energia Marrone = Terra Verde = Vegetazione – ambiente n naturale Azzurro = Acqua La freccia circolare rappresenta il concetto di sviluppo (economia circolare) ed anche di «tutela» e «condivisione» Il concetto di uomo e sviluppo si trovano aggregati e ben rappresentano la dimensione antropica della biosfera.

18. institutional communication by the public bodies of the Biosphere Reserve. Brand should not by asked communication of public, non-profit initiatives in line with the values of the Biosphere Reserve and the UNESCO MaB programme. Brand should be asked. promotion of commercial products and services consistent with the values of the Biosphere Reserve and the UNESCO MaB programme. Brand should by asked

19. «Po Delta Biosphere Supporter» means • STRIKE A "COVENANT" WITH THE BIOSPHERE RESERVE • With the appellation "Supporter of the Po Delta Biosphere" all the subjects, public and/or private, who have obtained the concession of the brand of the Po Delta Biosphere Reserve are identified, signing a "pact" through which they undertake to act coherently with the territorial values protected by the Reserve within a process of continuous improvement towards the sustainable development of the Po Delta. • TO SPREAD THE BRAND "BIOSPHERE DELTA PO • The supporters convey the brand of the Delta Po Biosphere through their products and communication tools, committing themselves to: • send to the Biosphere Reserve press releases and information about its activities and in particular the products and services for which the use of the Brand image is granted. • insert on your website (if available) a link to that of the Biosphere Reserve; BE PART OF A NETWORK • The aim is to create an informal network of subjects with whom the Biosphere Reserve interacts, dialogues, supports and encourages the path towards sustainable development and by whom it is supported in the development of its strategies.

20. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve - public initiatives and projects for territorial promotion

21. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve - public initiatives and projects for territorial promotion • ACCEPTS TO • Be parte of the supporter network • Use the brand following the graphicguideline

22. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve - public initiatives and projects for territorial promotion • COMMITS TO: • cooperate with the BR in its projects in relation to its own possibilities • identify and reduce the environmental impacts of the event • provide information on the event before and after it • report on the results of the initiative and the use of the BR brand • put on the website of the initiative a link to that of the BR

23. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve – commercial products and service

24. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve – commercial products and service • ACCEPTS TO • Be parte of the supporter network • Use the brand following the graphicguideline

25. "Covenant" for the use of the brand image of the Po Delta Biosphere Reserve – commercial products and service • COMMITS TO: • cooperate with the BR in its projects in relation to its own possibilities • identify and reduce the environmental impacts connected to the product/service • provide information about the products/service • report on yearly the use of the BR brand • put on the website of the initiative a link to that of the BR

27. Logo during candidacy, from 2011-2013 Logo managed by the Tourist Board of Tarragona is well known in Catalonia. In operation before 2000

28. Who regulates the brand? Brand Evaluation Committee Coordination  One member of Tortosa Chamber of Commerce Technical Assistance Two members of the COPATE Technical Office Goverment of Catalonia: One member of the Department of Enterprise and Employment One member of the Department of Agriculture, Farming and Fishing One member of the Department of Territory and Sustainability One member of Agricultural Union organization (Unió de pagesos) One member of each Workers' Union (CCOO, UGT)

29. Who can use the brand? Local resources, products, goods and services, especially food, crafts and tourism promotion for cultural and recreational purposes, those who enhance traditional economic activities and the new economy within the framework of environmental sustainability of theTerres de l'Ebre.

30. Rules for use of the brand - requirements and commitments There are several annexes depending on the type of activity. These annexes define the requirements to assess the quality of products and service that want to use the brand. Activities which should make commitments to make use of the brand adding value to BR Commitment to environmental sustaintability Commitment to enhance the quality of products and services Social Responsability Commitment to the territory There are 19 annexes: oil, rice, fruits, horticultural products, wine, eggs, Etc...One annex is called ‘extraordinary activities’

31. TheBrand as a umbrella

32. Agro-food products Olive Oil Rice Fruits Horticultural products Citrus fruits Dried fruit Wine Eggs Honey and apiculture products Meat products Aquiculuture and fishing

33. Handmade products and other products HandmadeFoods Crafts Exceptional activities

34. Touristservices Accommodation Restaurants Environmental education and interpretation services Tourist services

35. Accredited Companies 58 accreditedcompanies

36. Thank you for your attention Anyquestion? +39.3471620064 filippo@punto3.it Dott. Filippo Lenzerini