Destination Marketing & Branding - MILANO

Duomo Business Design Fashion Foggy Rainy Pollution Not very green

Change visitors’ image focusing on different factors:

SOCIO-CULTURAL: Museums, festivals, events, international

conferences, cultural tours, international musicals, Opera, traditional food

GREEN:Parks, eco-sustainable projects, house-

farms, sustainable transportation (bike sharing, eco car sharing and buses)

5 Ds OF POSITIONING1. DOCUMENTING

SPORTY HEALTHY AND GREEN MILAN

MILAN INTERNATIONAL FORNITURE EXHIBITION

FASHION WEEK

FIERA MILANO

2. DECIDING:

We want our visitors to understand that Milan is not only a business city, but also and overall a cultural and green destination.

We want tourists to feel completely immersed in the typical Milan lifestyle, which assembles the factors we previously listed.

3. DIFFERENCIATING:

Which competitive destinations do we want to appear different from?

Berlin, London and Paris

Why? Because they are our biggest

competitors in Europe, which are perceived very similar to Milan without considering our UPS.

FASHION

Quadrilatero della moda Via MontenapoleoneVia ManzoniVia della SpigaCorso Venezia

THE WAY MILAN LIVES THE NIGHT

STRATEGIC POSITION AND ATTRACTIVE LOCATION

Milan is located in the centre of Europe. It limits with 4 different countries and it is well connected to all international airports

SAN SIRO

(Meazza Stadium)

One of the best stadium in the world where two of the most famous soccer teams play their matches ( Milan and Inter)

MILAN

INTER

DESIGN

4. DESIGNING:

We want to develop and communicate ourdifferences through a strong promotionusing different tools like:

Digital marketing campaign Innovative and creative videos Creating a new and effective logo, slogan and claim Promotional events Flash mobs taking place in different areas during relevant

and international events Organizing catwalks and design exhibitions in international

airports in order to empower Milan’s image as the city of fashion and design

Take advantage of Expo2015 to increase the power of our image and brand

5. DELIVERING:

We will make sure that we accomplish our

goals through surveys and coordination with

Lombardy Region.