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This was the fourht group work for our Destination Marketing & Branding Course with Professor Alastair Morrison from Purdue University. We were asked to design and explain a positioning-image-branding concept for a destination. We choose Milan.
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Duomo Business Design Fashion Foggy Rainy Pollution Not very green
Change visitors’ image focusing on different factors:
SOCIO-CULTURAL: Museums, festivals, events, international
conferences, cultural tours, international musicals, Opera, traditional food
GREEN:Parks, eco-sustainable projects, house-
farms, sustainable transportation (bike sharing, eco car sharing and buses)
5 Ds OF POSITIONING1. DOCUMENTING
SPORTY HEALTHY AND GREEN MILAN
MILAN INTERNATIONAL FORNITURE EXHIBITION
FASHION WEEK
FIERA MILANO
2. DECIDING:
We want our visitors to understand that Milan is not only a business city, but also and overall a cultural and green destination.
We want tourists to feel completely immersed in the typical Milan lifestyle, which assembles the factors we previously listed.
3. DIFFERENCIATING:
Which competitive destinations do we want to appear different from?
Berlin, London and Paris
Why? Because they are our biggest
competitors in Europe, which are perceived very similar to Milan without considering our UPS.
FASHION
Quadrilatero della moda Via MontenapoleoneVia ManzoniVia della SpigaCorso Venezia
THE WAY MILAN LIVES THE NIGHT
STRATEGIC POSITION AND ATTRACTIVE LOCATION
Milan is located in the centre of Europe. It limits with 4 different countries and it is well connected to all international airports
SAN SIRO
(Meazza Stadium)
One of the best stadium in the world where two of the most famous soccer teams play their matches ( Milan and Inter)
MILAN
INTER
DESIGN
4. DESIGNING:
We want to develop and communicate ourdifferences through a strong promotionusing different tools like:
Digital marketing campaign Innovative and creative videos Creating a new and effective logo, slogan and claim Promotional events Flash mobs taking place in different areas during relevant
and international events Organizing catwalks and design exhibitions in international
airports in order to empower Milan’s image as the city of fashion and design
Take advantage of Expo2015 to increase the power of our image and brand
5. DELIVERING:
We will make sure that we accomplish our
goals through surveys and coordination with
Lombardy Region.