WM10 Promotion of the travels ONMEST2 Where , Who, Which channels What, Why, to Whom, Where , Who, Which channels How And Direct promotion through the CCUP –

to Whom ->market segment What -> product Why -> Differen and /or Why -> Differen tiation How -> The Melody Where -> country Who -> Promotes? Which channel

What -> product and /or

2 main touristic products Centers of Local Culture Generally short products (1-3+ days) Authonomous development Welcoming differentiated Strong involvement of community Accommodation in hotels, b&b, houses Itineraries Longer and more complex products (6 + days) Tour Operator: central role Tour differentiated T.O. centered Accommodation in hotels, b&b, houses

+ Centers of Local Culture Are a value for anyone (tourist or resident) who happen to stay around For example People on holidays on the sea or mountains Visitors for events Conventions Residents ….. … up to them to develop

Why -> Differen tiation

Why -> elements of differentiation To promote a WelcoMED travel (a brand!) with the value added of the approach to the local cuIture: Meeting the local people Participating to entertainments which let understand spirit and values of the territory Experiencing characteristic moments of the life Enliving not only the days but also the evenings Taking back pieces of the culture of the country visited.

to Whom ->market segment

Business 2 Business Promotion of the travels Segment Product Tour Operators Tour operators specialized in sustainable, relational, cultural, tourism Transported itineraries + Stays in CLC Tour operators specialized in trekking, biking, adventures Sporting itineraries + Stays in CLC

OPEN WINDOW but …NOT YET Promotion of the travels Business 2 Consumer-groups Segment Product Groups and Associations (> 6 people) Cultural Transported itineraries Sporting – trekking – biking Trekking, biking itineraries Company and retired groups Individuals, pairs, smaller groups? OPEN WINDOW but …NOT YET

Realized when the group is built up Promotion of the travels Business 2 Consumer-individuals The services of the CLCs are designed for groups, not for individuals The TOs envisage a strong interest by individuals and pairs, possible with: planned trips Realized when the group is built up Which assumes: Creation of large groups of fans (or associates): like Baldati, Trekking Italia Frequent promoted initiatives (social network) Direct reservation and sale through website Organization to manage the built-up uf the groups

Where -> country Who -> Promotes?

Where to promote and who PARTNER COUNTRIES Local partner and TOs OTHER EUROPEAN COUNTRIES CCUP (Central Coordination Unit of the Project) NOT EUROPEAN COUNTRIES ARABIC COUNTRIES Arabic partners

Where to promote and who European Countries (CCUP) German language (Germany, Austria, German Switzerland) French language (France, Belgium, French Switzerland) English language (Great Britain, USA, Canada) Italian language (Italian Switzerland) NOT European Countries (CCUP) Russia, China, Japan, India (*) Arabic Countries (Partners and TO) Gulf Countries, Maghreb Countries, Egypt, Arabia European Partner Countries (Partners and TO) Italy, Spain, Greece The TO of far eastern countries need groups of quantities not supported by the CLC

Which channel

Promotion of the travels CHANNEL PROCESS Direct promotion (CCUP) Research of the groups potentially favourable to sustainable tourism –> creation of a data base -> approach through email and telephone -> final outcome Tour Operators Their usual channels and contacts Social network Sensitization Direct contacts To the CLCs by the potential tourists

How -> The Melody

The melody is a description which: Enhances the differences (see the approach studied for the CCUP) In a way able to arise emotions (which beforehand suppose that those emotions are felt) But with the assurance of the coherence between the promises and the reality

Thank you for your attention "The European Union is made up of 27 Member State who have decided to gradually link together their know-how, resources and destinies. Together, during a period of enlargement of 50 years, they have built a zone of stability, democracy and sustainable development whilst maintaining cultural diversity, tolerance and individual freedoms. The European Union is committed to sharing its achievements and its values with countries and people beyond its borders." "This <publication/presentation/document/brochure> has been produced with the financial assistance of the European Union under the ENPI CBC Mediterranean Sea Basin Programme. The content of this presentation are the sole responsibility of < name of the responsable, or of the partner> and can under no circumstances be regarded as reflecting the position of the European Union or of the Programme's management structures."