IMAGINE Communication

8/8/2019 IMAGINE Communication

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If you dont look up to the sky, you will never see the stars


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imagine a des*na*on with...

3000 years of history and culture over 70% of the worlds cultural heritage a superb gastronomy tradi*on legendary hospitality and landmarks

worlds fashion & design epicenter a unique lifestyle


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90% of the hotels unbranded high market fragmenta*on no promo*onal strategy no synergies

no brand

no communica*ons ac*vity low visibility for events limited access to interna*onal markets


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HOW CAN ANYONE

COMPETE

ON GLOBAL MARKETS


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but the world is changing


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Source: Internet Advertising Bureau, 2006

a radical change has occurred in the

world of marke*ng


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Consumers are not listening anymore


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because today a person is

crea*ng

selec*ng

par*cipa*ng

exchanging

influencing

buying

commen*ng

changing


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and consequently communica*ons move from this

BROADCASTwe tell you

(example: The New York Times, CNN, etc.)

Passive readers/audience

Newspaper

Magazines

TV

$

$

$

big advertisingbudgets

Publisher/broadcaster


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INTERACTIVE

tell us what you think of what we tell you(example: nytimes.com, cnn.com, etc.)

passive readers/audience

Newspaper

Magazines

Web Video

TV & radio

Podcasts

Forums

Comments

Ratings

Blogs

Networking

publisher/broadcaster

big advertisingbudgets

productplacement,story telling,publicrelations,audiovisual,viral marketing,etc.

+

$

$

$

$

$

$

Interactiveaudience

to this


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to the Social Media model where the dialogue amongst users has made the

role of the Editor redundant

SOCIAL MEDIA

lets share amongst us what we want

(i.e.: Wikipedia, Twitter, etc.)

Self managed

publications

Passive audience

Contextualadvertising,productplacement,PR 2.0

$

$

$

$

$

$

Co-creators

Revenuesharing

Payforless


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and what about the travelers?

Leisure Business

=

financial crisis and economic

recession

*ghter credit condi*ons,

high consumer debt, decreasedhousing wealth, stagnant wages,

and rising unemployment

contrac*on in travel demand,

(par$cularly business travel)


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It is vital to target early adapters and emerging economies,

focusing on both the volume and the individual value of

travelers, to maximize future returns and drive shorttermbusiness volume.

Source: Deloitte Analysis


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understanding the concurrent changing of customers behavior

would allow innova*ve ideas to emerge,

new profitable alliances to be forged, by crea*ng interes*ng newmarketable offers and services


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factors inflencing todays travelers behavior

Source: Deloitte Analysis

!As per slide 1


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mul*ple choices (long tail) available emo*onally mo*vated to travel different travel persona in each trip

more informa*on and contractual power dis*nguishes between travel and travelling

experience

commodityproduct centric

service centric

VALUE

todays traveler is in control


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posi*oningexperience crea*onexternal communica*onstory tellingthird party endorsementsaccessibility

experience deliveryinternal communica*onaccessibility

experience feedbackstory sharingexternal communica*onstory tellingthird party endorsementsaccessibility

during afterbefore

stay

return

memories


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so

we have got

organized


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we created a team of experts

in travel & tourism

and interna*onal communicators,

with 4 highimpact networks of external professionali*es


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the managingTEAM

thePATRONS thePARTNERS

the localAGENCIES theMEDIA

joining forces to form an alliance

able to provide onestop, fullservice, support

on strategic communica*ons, marke*ng & trainingin all key interna*onal markets


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The managing team is an agile and flexible

structure led by:

Marco Ferrari, for 20 years Vice President ExternalCommunica*ons for Europe, Africa & Middle East

for Starwood Hotels & Resorts

Lucilla de Luca, a communica*on professional witha proven track record of excellence in luxury

des*na*ons like Costa Smeralda

Daniele Savio, entrepreneur with interests in theareas of medical, gastronomy and real estate


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the Partners are leading

companies and consultants

providing direct high quality

opera*ve support to theini*a*ve:

BMC Burdich Communica*on (public rela*ons)

Dennis Redmont (strategic training)eXperience (data marke*ng)

Execu*ve Search Int.l (execu*ve recruitment)

Sole 24 Ore Formazione (Execu*ve Training)

Hotel Photography (photography)

Horwath (development)

Hospitality School (hotel management training)

HVS Hospitality Services (sales & marke*ng)

Intercon*nental Travel Co. (congress & events)

Propaganda GEM (product placement)

QFS (F&B procurement)

Synergy Interna*onal (sales network)

Starter (aggrega*ve marke*ng)

Studio Luvi (crea*ve services)

The Family (audiovisual produc*ons)

The Family Events (cultural events)


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the local agencies, are a network of experienced independently

opera*ng communica*ons experts with a proven record of

excellence in travel & tourism, located in:

Austria Portugal

Egypt Russia

France Spain

Germany Turkey

Greece UAE

Israel UK

Italy USA

allowing local supervision and quality control in all

ini*a*ves, events and campaigns...


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and a Media database of7,108 journalists in:

Australia MalaysiaAustria Netherlands

Belgium Poland

China Portugal

Egypt Qatar

France RussiaGermany Saudi Arabia

Greece Spain

Hong Kong Turkey

Israel UAE

Italy UK

Japan USA


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professionalcommunicators

experience inInternational travel

& tourism

operating in all

key markets

press office

branding

PR 2.0

socialnetworking

partnerships

audiovisualevents

productplacement

crisiscommunication

sustainability

training

consultancy

strategicweb marketing

strategy

network of localPR agencies

network ofpartners

a database of

10,000 media

innovation

creative

photography


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with a range of

innova*ve tools in

addi*on to the

tradi*onal ones, in

order to effec*velycommunicate with

todays audience...


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like a new format for press

releases to effec*vely address

social media requirements of

informa*on and mul*media to

maximize the impact in the

distribu*on of news

and the online newsroom

concept, a onestopshop for the

media to gather informa*on,

audiovisual, background data,

usefull links and keep updated onthe subject


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aggrega*ve tools like:

blogs, social networks, forums newsleers by

des*na*ons and key

selling points

to allow the small and medium

size companies to afford to

consistently communicate with

the consumers and the media

on the interna*onal markets


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a full range of marke*ng

& communica*ons services

to cover all requirements in

one stop,

ensuring message alignment

and a coordinated deliverybetween all tools

Adver*singAudiovisual produc*onsBrandingCrea*ve ServicesData marke*ng/CRMEventsPartnerships

PhotographyPR 2.0Press OfficeProduct PlacementPublic rela*onsSales & Marke*ngTrainingWeb Marke*ng


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and execu*ve &management support

ac*vi*es

to allow a total sharing of

exper*se and

professionalismwith the flexibility of

consultancy

Change ManagementCoaching & LeadershipCrisis Communica*onsDevelopmentInterna*onal rela*onsLobbyingMedia TrainingPublic AffairsPublic SpeakingStrategySustainability


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www.imaginecommunica*on.eu

info@imaginecommunica*on.eu

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IMAGINE Communication