1. 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 –

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

3. What -> product
and
/or

4. 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

5. + 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

6. Why ->
Differen
tiation

7. 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.

8. to Whom
->market segment

9. 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

10. 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

11. 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

12. Where -> country
Who ->
Promotes?

13. 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

14. 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

15. Which channel

16. 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 and telephone -> final outcome
Tour Operators
Their usual channels and contacts
Social network
Sensitization
Direct contacts
To the CLCs by the potential tourists

17. How ->
The Melody

18. 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

19. 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."
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assistance of the European Union under the ENPI CBC Mediterranean Sea Basin Programme.
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