Within the Destination Management module, a research project was carried out on the image of Milan as perceived by 1,200 tourists then present and hundreds of potential tourists in order to draw up guidelines for tourism growth strategy in the city, under the guidance of destination management academics and experts. The findings of the project, sponsored by the Milan Town Council, were discussed with the local institutions and a number of large tourism firms working in the city. This is a proposal for a City Card for Milan. project.

1. A City Card for Milan Business Plan: Professor d’Angella Master in Tourism Management IULM University Camilla Andreani Mihaela Carp Serena Cossu Alessia Galli John Hanley Elizabeth Rodgers

22. VALIDITY For the My Milano Card it was decided not to have a one day card as the card holder was unlikely to overnight in Milan, hence would not facilitate the objective of increasing visitor LOS. My Milano Card Plus aims at increasing visitor spending in Milan and the surrounding areas. My Milano Card Light has a validity of five days only in order to increase the delegates’ willingness to stay in Milan. Validity and Price PRICE Prices have been defined through an international benchmark. Proposed prices are lower than the European average city card price but higher than the Italian mean. Our pricing policy aims at pushing the sales of the longest version of each card. Through My Milano Card Light we are trying to capitalize on bulk buying and to offer some value added proposition to PCOs Validity (days) Price (€) My Milano Card 2 – 3 23 - 28 My Milano Card Plus 5 – 7 39 - 45 My Milano Card Light 5 5

29. CHIP CARD PROMINENT DISPLAY OF CARD NAME PICTURES OF: - Surrounding area: COMO LAKE - City landmark: DUOMO - Modernity and design: CADORNA’S MONUMENT - Public transport : TRAM - Participating museum: CASTELLO SFORZESCO - City sights: NAVIGLIO

31. The Light version includes all the features of My Milano Card except free public transport. This special product has been targeted particularly to the MICE segment and is available only to PCOs. The discounted price of My Milano Card Light is appealing to congress organizers, who are also free to buy the others two card options if they prefer. Congress participants will receive it for free.

32. CARD with MAGNETIC STRIP PROMINENT DISPLAY OF CARD NAME PICTURES OF: - City landmark: GALLERIA VITTORIO EMANUELE + DUOMO - Modernity and design: CADORNA’S MONUMENT - City congress centre: RHO FIERA - Target Market: MICE - Participating museum: CASTELLO SFORZESCO - City sights: NAVIGLIO

36. TREASURE HUNT Objective – To extend visitors’ awareness of Milan and encourage them to go to the city’s unfamiliar “treasures” providing an incentive for their visit. How it will work – An activity sheet will be provided to each of the visitors for them to partake in. Riddles such as “Give the title of the painting by Bruno Munari created in 1956” along with the scavenger hunt items can be used. RAFFLE Objective – An added-value element for the Milan Plus card that allows buyers to become eligible to win grand prizes by simply purchasing this card. How it will work – A drawing will be held once each year where a grand prize will be given to the visitor whose ticket selected. The drawing can be attached to a major visitor-centred event and the ticket can be drawn by a prominent guest. SALES PROMOTIONS The following ideas are presented in an effort to support the ongoing sales and marketing

41. The following companies, operating in the plastic card sector, were contacted in order to obtain technological consultancy and quotes:

42. Integrated Ethernet interface terminals for data collection and access control. Unitary Price: € 1.450,00 Among all suppliers contacted, we decided to base our quantitative analysis on the quotation provided by Codarini, because it includes also terminals, compatible to ATM technology. 50.000 chip cards Unitary price: € 0,70 20.000 magnetic strip cards Unitary price: € 0.115 CITY CARDS AND RELATED TECHNOLOGY: CITY CARD BROCHURES: 150,000 brochures / Cost for 1 copy = 0.031€ total amount 4,650 € copy writer: 2,000 €

44. The first 100 companies will pay 50€ as a membership fee which includes promotional costs.