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?

PORTOVENERE, CINQUE TERRE & THE ISLANDS THE VINEYARDS LANDSCAPE OF PIEDMONT: LANGHE-ROERO & MONFERRATO CULTURAL LANDSCAPECULTURAL LANDSCAPE

THE CULTURAL LANDSCAPE OF PORTOVENERE, CINQUE TERRE & THE ISLANDS

THE CULTURAL LANDSCAPE OF LANGHE-ROERO & MONFERRATO

WHICH IS THE TOOL TO COMMUNICATE THE TERRITORIAL ATMOSPHERE? TERRITORIAL MARKETING OR PLACE MARKETING THEOPERATIVE TOOLSTHEOPERATIVE 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.

EVERY TERRITORY COMMUNICATES AN IMAGE BASED ON ITS HISTORICAL, SOCIAL, ECONOMICS, INFRASTRUCTURAL, POLITICAL AND CULTURAL CHARACTERISTICS. THE BRAND CONCEPT

BRAND AS TRADEMARK OF TERRITORY, THE KEY TO ACCESS IN

NEW CONCEPT OF TERRITORIAL COMMUNICATION AND TERRITORIAL BRANDING!

ATMOSPHERE PLACE IMAGE PLACE IDENTITY INVOLVEMENT PLACE BRANDING PLACE BRANDING

NEW OPERATIVE HYPOTHESIS FOR THE TWO CASE STUDIES ROMANTIC TRAVEL PORTOVENERE’S LOVE FESTIVAL THE ROMANTIC PROMENADE OF LANGHE-ROERO OPERATIVE HYPOTHESISOPERATIVE HYPOTHESIS

MONFERRATO’S HOLIDAYS PACKAGE: MONFERRATODOC INVOLVEMENT IN THE TERRITORY INTERNATIONAL VOLUTARY PROGRAM: A SECOND CHANCE FOR CINQUE TERRE

..CAN WE ADAPT THE MODEL TO OTHER CITIES? PAVIA THE 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