Umbria on the Blog: an italian case history @ Travel Bloggers Unite

Travel Bloggers Unite Innsbruck

August 27, 2011

Alessio Carciofi & Marzia Keller

Umbria on the Blog: an innovative approach to communication in

tourism

Umbria on the Blog: an innovative approach to communication in

tourism

THE TOURIST HAS CHANGED, WE NEED TO CHANGE TOO. WE NEED TO CHANGE THE WAY WE COMMUNICATE AND MARKET A DESTINATION.

Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com


The important was : catch the tourist

The travel experience

YESTERDAY


The travel experience TODAY



Research: seismonaut

“It isn’t simply a place that we miss, but

the emotions that that place inspires.”

Sigmund Graff

“The journery doesn’t begin the moment you

leave home and doesn’t end the moment you

return home.”Sandro Billi


From consuming the place to

consuming passions [ Pollarini]

Accommodation

experience


@congbo

Destination is about creating a

sense of place and telling a storyTom Buncle


Orchestration


The importance of listening...

...in a strategic perspective



Are you a blogger?

http://www.youtube.com/watch?v=QbqVIsd_Y5E&feature=BFa&list=UUDlHay70o_neY3aCcLYXQMg&index=7

Place = narration of experiences


Destination > from physical place to relational place

Collaborative Web : sharing ideantities

“Travel blogs are becoming an increasingly important mechanism for exchanging information among tourists, and for destinations and businesses to learn about the attitudes of their markets”

(Dr. Anita Wenger, IMC Fachhochschule Krems)

The importance of Travel Blogs in nowadays tourism


Concept – Objectives – Tactic


- Green heart of Italy, located in the centre of the country. It borders on Tuscany, halfway between Rome and Florence-Landscape: countryside, lake, mountain-Attractions: medieval towns, religious sites, roman sites, events

Umbria: where is it, what is it like?


- Domestic tourism (65% of total) -Short-break tourism: average stay 2,8 days-High season: Easter, August-3 out of 12 tourist districts receive 55,4% of total tourist flow (Perugino, Assisano, Trasimeno Lake)

Data source: Osservatorio Regionale del Turismo 2009

Tourism in Umbria


In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on the web 2.0 applications.

STORYTELLING = DESTINATION BLOGSOCIAL MEDIA = CONVERSATIONSBLOG TRIP = RELATIONS

In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on the web 2.0 applications.

STORYTELLING = DESTINATION BLOGSOCIAL MEDIA = CONVERSATIONSBLOG TRIP = RELATIONS

The concept


Objectives


•Discovering the “hidden Umbria” – stories, people, traditions

•Editorial strategy: storytelling - photos, contents, videos (emotional approach)

•Social Media Strategy: blog, Facebook, Twitter, YouTube, Flickr

•Listening and monitoring the place reputation

Tactic


Troppo piccolo – Rifare slide

Show the authentic and “off-the-beaten-track face of the Region

Tell stories about Umbria and make others tell stories about thir own experience of

UmbriaCreating an emotional bond

Not only telling…but also listening

Storytelling


Making of the first blog trip in Italy [about a

destination]

#umbria11


The Programm The Ingredients

#umbria11


The ProgrammFriday, April 15H 15:00 Welcome Blogger : arrival e presentation of the project at Confidustria UmbriaH 17:00 Check-in at Relais Borgo Brufa & Hotel Valle d’Assisi H 19:30 Special Dinner @ Gastronomia Andreani [ StoryDinner] H 22:00 A stroll in Assisi by night

Saturday, April16H 09:00 Departure to GubbioH 10:00 Visit Gubbio with the guidance of an “eugubino doc” [StoryGuide]H 13:30 Light Lunch at Park Hotel CappucciniH 17:00 Back to the Hotel - Relax Time H 19:00 Dinner in Perugia and visit to the historical centre

Sunday, April 17H 09:30 DepartureBevagna H 10:00 Visit to the historical centre and the traditional craftman shops (medieval crafts)H 12:00 Departure to Cantina Caprai H 12:30 Visit to the Cellar ed Aperitif H 13:30 Lunch and Wine Tasting

H 15:30 Bye Bye Blogger..

H 16:30 Departure


The Blog Trip


The Buzz


Powered by

The Buzz



Awarded as one of the 5 Italian most innovative projects in tourism

FORUM PA 2011


Umbria on the Blog is cool. Says Who?


#Umbria11 15-17 aprile 2011

Alessio Carciofi & Marzia Keller

Thank You

Credits

Photographshttp://www.flickr.com/photos/mariusmele/Flickr marzia http://www.flickr.com/photos/umbriaontheblog/http://www.flickr.com/photos/comunicati/http://www.flickr.com/photos/mitosettembremusica/
