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
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
KEY WORDS• ATMOSPHERE
• DISTINCTIVENESS
• CULTURAL LANDSCAPE
• CONCRETENESS OF 5 SENSES
• SYNCRETISM
• STAKEHOLDERS
• PRODUCTION
• HOSPITALITY-TREATMENT
HOW CAN WE COMMUNICATE A TERRITORY?
ATMOSPHERE
DISTINCTIVENESS
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
ENGAGEMENT AT 360°
THE CULTURAL LANDSCAPE OF PORTOVENERE, CINQUE TERRE & THE ISLANDS
SYNERGIC RELATION
SYNERGIC RELATION
ENGAGEMENT AT 360°
THE CULTURAL LANDSCAPE OF LANGHE-ROERO & MONFERRATO
SYNERGIC RELATION
SYNERGIC RELATION
WHICH IS THE TOOL TO COMMUNICATE THE TERRITORIAL ATMOSPHERE?
TERRITORIAL MARKETING OR PLACE MARKETING
THE
OPERATIVE
TOOLS
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
EVERY TERRITORY COMMUNICATES AN IMAGE BASED ON ITS HISTORICAL, SOCIAL, ECONOMICS, INFRASTRUCTURAL, POLITICAL AND CULTURAL CHARACTERISTICS.
THE BRAND CONCEPT
BRAND MARKETING
BRAND AS TRADEMARK OF TERRITORY, THE KEY TO ACCESS IN
BRAND MARKETING
NEW CONCEPT OF TERRITORIAL COMMUNICATION AND TERRITORIAL BRANDING!
PLACE BRANDING
ATMOSPHERE
PLACE IMAGE
PLACE IDENTITY
INVOLVEMENT PLACE BRANDING
NEW OPERATIVE HYPOTHESIS FOR THE TWO CASE STUDIES
ROMANTIC TRAVEL
PORTOVENERE’S LOVE FESTIVAL
THE ROMANTIC PROMENADE OF LANGHE-ROERO
OPERATIVE HYPOTHESIS
MONFERRATO’S HOLIDAYS PACKAGE: MONFERRATODOC
INVOLVEMENT IN THE
TERRITORY
INTERNATIONAL VOLUTARY PROGRAM:A SECOND CHANCE FOR CINQUE TERRE
HYPOTHESIS
..CAN WE ADAPT THE MODEL TO OTHER CITIES? PAVIATHE CITY OF KNOWLEDGE
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
THANK YOU FOR THE ATTENTION