Ilaria BattistellaCarolina MardeganMarco LancellottiMariana Masotti

WHO ARE WE?

«Milan Tourism Matters» is a DMO whose aim is to promote inbound tourism all over

Lombardy region in northern Italy.The purpose of Milan Tourism Matters can be encapsulated in the following mission statement:

«To enhance a friendly experience in order to let tourists discover the variety of

attraction that Lombardy region and its capital offer, as they have always been

considered just a business market.»

Strategic Marketing Model

TACTICAL PLANSTRATEGIC PLAN

Destination vision&

DMO vision

Marketing goals

• Environmental Scan and Situation Analysis

• Marketing stratregies and objectives

• Marketing Plan• Control• Evaluation

From now on, we are going to follow the PRICE model!

IN ORDER TO PURSUE OUR MISSION, WE ARE MOVING THROUGH BOTH A LONG AND IN A SHORT TERM PLANNING

STRATEGIC PLAN

• DESTINATION VISION«Lombardy is one of the richest region in Europe, its GDP is the highest in Italy and the region is recognised among the world’s most attractive destinations for business, leisure and wellness travels.»• DMO VISION«To be the most recognised DMO in Italy, known as a big builder of strong public and private partnerships among tourism players, promoting also other italian regions, achieving over expected results.»

PLANNING

STRATEGIC PLAN

MARKETING GOALSIn this conclusive step of the long term planning, we have to set up marketing goals that should be achieved within 5 years. For example:• Promote Lombardy as a Leisure destination.• Make Milan more green and sustainable, • Make Lombardy infrastructures more efficient.• Improve people awareness of Lombardy attractions such as

SPAs, mountains and lakes.• Promote eno-gastronomic products through tours, festivals and

peculiar itineraries.• Attract international tourists from BRICS markets.• Exploit more Fashion & Design.• Renovation of Navigli all over the region.

PLANNING

TACTICAL PLAN

ENVIRONMENTAL SCANNow we focus on the short term. The first question we have to ask ourselves is: where are we now?. In order to answer this question and Environmental & Situation Analysis is needed. This means that we have to consider our:• Strenghts (Fashion, Design, Business, Culture, Food)• Weaknesses (Stereotyped as a business destination, language

barriers, lack of clear signals for tourists)• Opportunities (Huge amount of incoming tourists due to EXPO 2015)• Threats (Risk of abandoning all the infrastructures and projects built

for the EXPO 2015 )

RESEARCH

TACTICAL

• SITUATION ANALYSIS• Destination Analysis-> Destination is usually seen as a business one.

• Competitive Analysis-> Paris and London are our bigger competitors mainly for business & fashion

• Visitor market analysis-> A lot of North American, Russian and Germans for leisure. Problems with VISA for the Chinese market.

• Marketing Position Milan is seen as the italian economic capital and the most famous city for fashion and design.

RESEARCH

TACTICAL PLAN

AFTER ANALYSIS WE IDENTIFIED OUR UPS:• Como, Lecco and Garda Lakes• Duomo of Milan• Bergamo Alta• Villa Carlotta (Tremezio)• Cattedrale di Cremona• La Scala Theatre• Un Botto Mountains• Navigli

RESEARCH

Where would we like to be?TARGET MARKETPositioning & Image : We want tourists to think of Lombardy not as a business destination as a green region which provides different leisure activities, innovative attractions and charming experiences.

Branding: As for the brand, we created a slogan and a Logo. The main aim was that of repositioning of Lombardy from Business to Leisure destination. For this reason:

Where would we like to be?1. We took as a slogan «LOMBARDY, Our

Business is your pleasure» 2. We took the logo of 3. And trasformed it, starting from its shape to

create a new brand logo, highlighting the main leisure attractions (Duomo, Como Lake, Skiing and Fashion) to show what Lombardy has to offer.

THE NEXT SLIDE SHOWS THE RESULT

Where would we like to be?

TACTICAL PLAN

MARKETING OBJECTIVESOur objectives need to be quantitative and S(specific)M(measurable)ART , they have to target a specific market and they have to be monitorable over time. For example :• Increase the number of Chinese people up to 2 millions within

2015• Renovate 30% of the farmhouses of Lombardy within 2015 and

transform them in cultural infrastructures for the enogastronomic segment.

• Increase Lombardy GDP up to 2% in 2 years.• 2 more subways that will be functional within 2015 and 1 that

will be working after 2015.

How do we get there?

Product Lombardy- location and

experience

Price What we cando is trying to

negotiate with institutions in order to decrease the city tax

Place It is the main part of our

product

PromotionYoutube channel with

customized videos, visitlombardy.com, social

media, international advertisement

Packaging As a DMO we try to make

different players of the tourism industry to cooperate

and create packages for the visitors

Programming We want to increase the

number of festivals, events and activities at an

international level such as EXPO 2015

Partnership We work with Regione Lombardia and private companies in order to

promote the territory and facilitate inbound tourism

People We have to deal with a «cold»

culture which needs to be aware of the importance of

tourism.

Now that we planned our work we have to understand how to implement it and make it work.

IMPLEMENTATION

TACTICAL PLAN• Marketing budget As we work in partnership with Regione Lombardia and private organisation we

raised enough found to apply the objective-and-task budgeting approach.• Responsibilities Regione Lomabardia takes care of traditional advertisement; NetPropaganda, an outsourced company, builds the website; Our DMO, takes care of the website contents and of social media

management.

• Timetable The website has to be on-line by December 2013; As soon as the website is active, we will launch our customized social

media campaign; Traditional advertisement has to be launched by January 2014.

IMPLEMENTATION

How do we make sure we get there?

Selection of performance criteria and measurements:• Every month check if the renovation works of farmhouses are proceeding;• Every 6 months we record the arrivals of tourists coming from BRICS making

sure that they are increasing;• Monitor sales of eno-gastronomic products and the attendance in festivals to be sure our promotion is bringing an improvement in these fields. Monitoring plan performance• We will check whether our performance is mirroring the criteria we have

chosen every six months.

Adjustments and/or modification of the plan• During the control phase, we can find ourselves in a situation where our

objectives might be far away from their accomplishement. If this was the case, we should be ready to promptly change our tactics in order to adjust the current situation and actively drive better results.

CONTROL

How do we know if we got there?

The final section regards evaluation. A first point is to make sure our efforts in using our resources(both economical and personal) have been effective.

So, we will verify wether the final goals have been achieved or not.

For this purpose:• we will conduct a survey to find out if Lombardy has begun

to be perceived as a leisure destination.• We will verify that all the initial goals we established, have

succsessfully generated the results we were expecting.• In this way, we will make sure we fulfilled our mission and if

we are walking towards our vision for the destination

EVALUATION