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The City Brand of Venice Exclusive Venice Travel Project
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The City Brand of VeniceExclusive Venice Travel Project
The Brand of Venice
To exploit economically the strength of Venice’s image in order to safeguard the artistic and natural heritage of the town
To promote worldwide the new official brand of the town
To promote the image of the town communicating its values:
its uniqueness, art, history
the quality of life and its socio-cultural dynamism
its innovative and creative spirit
To foster commercial alliances between the licensee of the Venice brand
To create an official, unique and “not counterfeit” “presence” of Venice in different countries in the world
Aims
A brand for Venice
Art direction: Philippe Starck
Design: Thibeaut Mathieu
Date of presentation: October 2003
Costa, the ex Major of Venice presents the new brand of the city to the president of Italian Republic, Carlo Azeglio Ciampi
Philippe Starck and the designer Thibeaut Mathieu present the new brand of Venice to the press
The Brand of VeniceBackground
The brand of Venice
Sub-brandAssociation Product category
(communication)
(communication)
(communication)
(communication)
Homeware / Tableware
Café - Restaurant
wine, coffee, grappa, …enogastronomic products
Venice
Channel
Venice
Channel
Venice
Channel
Venice
ChannelVenezia café
Dimore dei Dogi
Sapori di Venezia
Friends of Venice
The structure of the brand
Venice Image
Water
Historical architecture
History
Cultural events
A open door in Far East
Itay
• style
• Romanticism
• Food
• Wine
Licensee (Tour Operator) of the brand of Venice will sell the services and the travel packages of the city with an exclusive right for their own country/market:
with reference to hospitality services
with reference to the services of the city of Venice touristic services
the licensee tour operators will directly issue the VIP’s Venice Card*
with reference to participation in the events organized by Venice Municipality
with reference to contacts with the entrepreneurial forces and the representatives of the regional institutions
Advantages:
Territorial Exclusivity for the project (1, 2 or 3 years)
Possibility to promote on the local market the partnership with the Municipality
The brand of the TO will be promoted on the official web site
Costs:
Payment of a flat fee (a)
Payment of royalties calculated on the packages sold + fee (b)
License Agreement
The Licensee Tour Operators of the Venice brand will receive benefits from hotel chains and from Venetian tourist associations
The Licensee Tour Operators of the Venice brand will receive benefits such as some exclusive services at the arrival and departure, even with simultaneous interpreting services
The Licensee Tour Operators will receive benefits on the organization of special city tours to discover the secret places of Venice (Palazzo Ducale, The Segrete, Cà Rezzonico, Scala Contarini del Bovolo, The Orologio, The Basilica)
Hospitality Services
The licensee Tour Operators will have an “exclusive availability” of seats/invitations/tickets for all great events and representations taking place at:
La Fenice theatre
Goldoni theatre
Venice Film Festival
Vernissage on visual arts and architecture
Venice Casino (with the possibility to have a dinner by candlelight)
The licensee Tour Operators will have the opportunity to sell the VIP’s Cards*
Venice Touristic Services
The licensee Tour Operators will receive benefits for the organization of:
Ccocktails at the Musei Civici
Exclusive sightseeing itineraries on Gondola
Licensed tour operators will be listed on a dedicated section on the official Municipality’s web site. It could be possible insert the tourists’s photos in a special web site section
Visits at Cà Farsetti accompanied by the city Lord Major
“tasting itineraries” of the Venetian specialties
Guided visit to discover the local craftsmanship (gondolas, Murano glass, Venetian masks)
Meeting with the Museum director of Cà Rezzonico
Venice Touristic Services
Individualised Tour Operator’s VIPs Card*
The VIP’s Card gives the opportunity to book different service with priority and to obtain from 5% to 20% discount (Dinners at the restaurants, shopping buying, etc.)
The Licensee Tour Operator of the brand will be granted the availability of seats/invites for the events organized from Venice Municipality
Creation of a dedicated version of a Personalised VIP cards offered to the licensed Tour Operator’s tourists
Venice Merchandising
The Tour Operator will sign a licensing agreement with Venice Municipality (either fixed fee licensed negotiable agreement or based on royalty or a variable cost agreement)
The Tour Operator will distribute in its country, exclusively, the special tourist services/packages prepared in partnership with Venice Municipality
The Tour Operator will buy the official Venice travel kit to give to its clients
Proposal to the Licensee Tour Operator
Business Model
LA QUINTA HEAD OFFICECorso Plebisciti, 15, 20129 Milano, Italia
Tel. +39 02 [email protected]
LA QUINTA (MALTA) LTD.Base Office for: Albania; Algeria; Cyprus; Egypt; Gibraltar; Greece: Lebanon;
Libyan Arab Jamahiriya: Monaco; Morocco; Portugal, Tunisia & Israel
13, Curate Fenech Street,Birzebbugia BBG 03, Malta
Tel. +356 9933 3088; +356 21 654567; +356 21 417889Fax. +356 21 650913; +356 21 662034
[email protected]@laquintagroup.net
