The goal of some Italian regions wanting to re-vamp their image for the forthcoming 2010 tourism season 2010, is to renew their strategy for promotion of the destination. The Valle d’Aosta (Aosta Valley) is proceeding separately from the central governement thanks to its status, which positions itself among the five privileged autonomous regions of Italy.
The councillor in charge of tourism for the Valle d’Aosta, Mr. Aurelio Marguerettaz, recently presented the marketing plan carried out in collaboration with SL&A www.slea.it , an Italian company specializing in consultancy, development, and tourism promotion and known in the Italian market for its proven successful tourism development plans.
The presentation was supported by Mr. Marguerettaz’ marketing creed that the line of action must change in addition to the product and the markets. The priorities outlined first places the public company at the service of the consumer: the promotion of a territory must supported by commercial proposals. In his belief, only the best-selected ideas on tourism promotion must be adopted and applied to the markets proven to be efficient in order to avoid dispersion of capital investment.
The presentation has met the full agreement of the officials of the Autonomous Region, including the vice president of the hotel association (ADAVA). Mr. Augusto Rollandin, president of the autonomous region, was on the panel of councillors debating the tools of the marketing mix: productive activities, agriculture and natural resources, and instruction and culture.
Japan, selected as a priority market for tourism, sports, and commercial ties, has seen the participation of Valle d’Aosta in the “Autunno Italiano” (Italian Autumn 2009, September-December 2009) exhibiting the best of regional produce. At the same time, the Valle d’Aosta will attend to the “La Civiltà Romana Imperiale” (The Roman Imperial Civilizatio) event, which is open until the month of August 2010 and then moves from Tokyo to Nagoya, then to Aomori, and finally to Sapporo.
Other promotional actions include the protocol of collaboration with the Japanese Olympic Committee, the Yamanashy University (for the tweening with the University of Valle d’Aosta), and with some tour operators for the inclusion of the destination into their winter and summer tourism brochures.
The next priority is the Russian market. From 2010-2011, the Valle d’Aosta region will invest in the Russian market whose tourists in the Aosta region recorded 50,000 in 2009, at the fourth position after UK, France, and Sweden. The promotion campaign shall be conducted (up to July 2011) by the Russian Coy “Ladybird.com,” which is based in Moscow and who will coordinate co-marketing actions with the main tour operators in Russia, Ukraina, and Kazakistan. Work will include the supervision of the image, information, and advertising material of the Valle d’Aosta destination for the use of tourism publication, TV, and radio broadcasting in Russia. Other actions foresee the participation of Valle d’Aosta in the main travel marts in Russia, Uitt (Ukraina), and Kift in Kazakistan. And last but not least, fam trips to Valle d’Aosta for tour operator and the media are to be conducted.
On a final note, special promotional sky-pass prices will also be promoted for the coming 2009-2010 winter season.