Calabria Region: presented the EXTRAORDINARY CALABRIA project, CHARTER OF 100 DISTINCTIVE IDENTITY MARKERS
From
Vania Brogi
Cover dida. f om left to right Raffaele Rio, President Demoskopika N ino Spirlì, Acting President of the Calabria Region, Fausto Orsomarso, Councilor for Economic Development, Tourism and Internationalization of thelabria Region, Orazio Spoto, President of Instagramers Italia ETS
Calabria Region
presents the project
EXTRAORDINARY CALABRIA
WITH THE 100 DISTINCTIVE IDENTITY MARKERS
A new model of tourism design and strengthening
of the region’s international reputation
Milan, 20 July 2021 – In the presence of Nino Spirlì, Acting President of the Calabria Region, Fausto Orsomarso, Councilor for Economic Development, Tourism and Internationalization of the Calabria Region, Orazio Spoto, President of Instagramers Italia ETS, by Raffele Rio President by Demoskopika and Lucio Presta Project Manager Calabria Terra dei Padri 2023 was presented today “Calabria Extraordinary”, a new and experimental model of planning and strengthening the tourist appeal of the territories, of which the Calabria Region aspires to become a pilot project and reference national.
The project-framework for strategic communication and national and international repositioning of the overall image of the region provides for the progressive rewriting of new, experiential and unprecedented storytelling, whose core and method is that of Distinctive Identity Markers (MID), i.e. those characterizing elements of its naturalistic, historical, artistic, cultural, food and wine heritage, measurable according to official and defined parameters and which in a unique and distinctive way make it unique, usable and suggestive in all months of the year.
The institutional mission underlying the overall project, of which Calabria Terra dei Padri 2023 is one of the first and main declinations, is to reconstruct and share, at all levels and across all programs and all other future regional actions, a model of analysis, new, experimental and replicable, aimed at the narration, enhancement and tourist investment of and on that material and intangible heritage of the Calabrian territories that has no competitors on a global scale.
With this ambition, which substantially overcomes the tourist-landscape clichés of the sector literature and the related public policies implemented to date, an internal / external communication plan will be implemented for the regional distinctive appeal, through the unpublished story of an emotional and in fact unexplored Calabria; a finally unitary, coherent and unprecedented storytelling, rigorously based on research activity, networking and capitalization of a regional heritage, made up of MID and Distinctive Identity Events (EID), objectively extraordinary, usable and salable 365 days year and to different targets of international travelers (corresponding to different tourisms) up to now never or not intercepted in a strategic and systematic way.
Functional and preparatory to the realization of the project, the survey commissioned by the Region to the Demoskopika Research Institute on the destination Calabria. As part of the research, focused on the analysis of the tourist trends and consumption of Italians, the Calabrian peninsula was among the five most requested tourist destinations in 2021, among those who said they spent a holiday in Italy (87.9%) . In terms of appeal, 8 out of 10 Italians who know it have expressed an interest in visiting it. In addition, 93.9% of Italians who went to Calabria for a holiday or a trip would come back again. Climate, good quality / price ratio of the offer and the sea resource are the winning drivers as well as the naturalistic richness of the parks, the food and wine tradition and the innate welcome of the Calabrians are factors that complete the positive appeal towards the tourist destination. On the opposite side, the survey also revealed the main critical issues to be addressed with conscious planning: the healthcare offer, information services for tourists, infrastructural upgrading and transport services. In terms of promotion, word of mouth wins (30.1%), the strategic use of advertising spaces offered by the OTA (19.6%) and the professional and planned use of digital activities – blogging and social media marketing (18.5 %). the healthcare offer, information services for tourists, infrastructure upgrading and transport services. In terms of promotion, word of mouth wins (30.1%), the strategic use of advertising spaces offered by the OTA (19.6%) and the professional and planned use of digital activities – blogging and social media marketing (18.5 %). the healthcare offer, information services for tourists, infrastructure upgrading and transport services. In terms of promotion, word of mouth wins (30.1%), the strategic use of advertising spaces offered by the OTA (19.6%) and the professional and planned use of digital activities – blogging and social media marketing (18.5 %).
The project immediately comes to life with the involvement of 10 local authors / creators and community managers who will have the task of enhancing the first 10 MIDs that will emerge from the application of the study model promoted by the Region.
In addition to the implementation of a strategic, integrated and multi-channel communication plan, “Calabria Extraordinary” also provides for the development of a territorial marketing project for each MID identified and the remaking and strategic location, based on the Charter of 100 identity markers distinctive of Calabria, of all the regional tourist-cultural signs. The selective analysis proposed for Distinctive Identity Markers is also used for the identification of events, which can also be classified in Distinctive Identity Events (EID).
“The Calabrians – explained the commissioner Orsomarso – they can and must reappropriate, with an awareness that perhaps has never been adequately solicited, of an authentic and identity heritage, inherited and extraordinary that today becomes the strategic lever on which to invest and build a new attractive international reputation; a reinterpretation not only theoretical or historical but substantially economic and productive on which to compete by intersecting all the tourist markets, in all months of the year. This is the challenge of the glocal, the one that is played first and foremost at home, through the unprecedented strengthening of internal communication, of the off-line (starting from the remaking of all the tourist signs), but which will be won from our borders, exporting the
For more information and to download the complete press kit : www.calabriastraordinaria.it
Vania Brogi
Senior Account Executive
SEC Newgate Spa
via Ferrante Aporti, 8
20125 Milan
Tel. 02 6249991 | Cell. 3381367220
www.secrp.com – www.secnewgate.com
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