Mirco Lalli, Tuscany Region (Italy) Marketing Director, shows an example of an integrated digital campaign to promote tourism

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martedì 16 marzo 2010

2. VOGLIO VIVERE COSI’ CAMPAIGN
A UNIQUE COMMUNICATION PROGRAM
Press Airport TV Web ADV Mobile Social Media
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3. VOGLIO VIVERE COSI’ CAMPAIGN
A permanent, international communication strategy
spanning 3 years
A novel approach that uses a different tone of voice 3
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Communicating a sustainable and responsible
way of traveling
Communicating a unique mix of a strong identity,
art, landscape and wellness
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4. http://www.youtube.com/watch?v=ROXdVKG3-Hs
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5. SOCIAL MEDIA TEAM
based on Florence
A creative, english speaking,
versatile and passionate team
Composed of smart people who
are already into Social Media
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6. VOGLIO VIVERE COSI’
social media team
PERFORMANCE
FOCUS AREA: CREATIVITY
Creative content editors
Creative designers CONTENT
Marketing Analyst and Operators
Tech Geeks
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7. GOALS and ACTIVITIES
Increase awareness of
Tuscany’s offering;
Promote Tuscany’s best events,
products, and landmarks to the
right target niches;
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8. GOALS and ACTIVITIES
Influence travellers’ purchase choices
through conversation and word of
mouth within the Social Media
universe;
Offer useful travel information
before, during, and after the visit in
Tuscany.
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9. GOALS and ACTIVITIES
Monitor and manage online
conversations about Tuscany to
create Customer Relationship and
Support services.
Identify and connect with Tuscany’s
brand advocates worldwide;
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10. GOALS and ACTIVITIES
Support every component of the
Voglio Vivere Così campaign
(contests, events, etc) through
Social Media;
Coordination with facilities and
institutions
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11. PERFORMANCE
Continuous Brand Assessment
Project KPIs Definition
Monitoring tools & techniques
%
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12. We are where the conversation
takes place
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13. We’re telling the story of a
different Tuscany
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14. Creativity and emotion
are at the base of our communication
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15. We Engage
we manage the conversation,
while being honest.
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16. PEOPLE LOVE SHARING CONTENT
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17. CONVERSATION MONITORING
Conversations analyzed*
(Tuscany Brand related items)
315,268 *in the last 6 months
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18. CONVERSATION MONITORING
profiles created
45
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19. CONVERSATION MONITORING
original content created
4,000 19
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20. CONVERSATION MONITORING
15,000
user reactions
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21. VOGLIO VIVERE COSI’
social media team
Two parallel tracks Services Content
in the Project
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22. Google partnership
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23. http://www.youtube.com/watch?v=7PXtrKA_hs0
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24. AllThings Tuscany
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25. Talk2Tuscany
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26. Events of Tuscany
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27. WiFi Tuscany
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28. Tuscany+
http://www.youtube.com/watch?v=TIetwAU3ZdY 28
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29. thank you - grazie!
Mirko Lalli
Head of Marketing & Communication @ Fondazione Sistema Toscana
faculty member Master Social Media Marketing IULM
Board member of WOMMI
Vice President of ToscanaIN
Mirko Lalli
mkl
m.lalli@fondazionesistematoscana.it
martedì 16 marzo 2010