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