DTTT Italia contribution to Digital Tourism Innovation Campus #DTIC2015 in Barcelona: 5 campaigns that never left Italy, but should have!

1. CREATIVITY vs CONFUSION
Five campaigns that never left Italy!
Luca D’Angelo & Fabio Sacco
@dangelo_luca @fabiosacco81

2. POTENTIALS HOT TOPICS CHALLENGES

3. THE POWER OF
IMAGINATION

4. INNOVATION WITH GUSTO

5. DO WE KNOW WHERE
WE’RE GOING?

6. LACK OF STRATEGY
AND ORGANIZATION

7. EXPO
Italian pessimism (saved by creativity)
ROMA
The web is full of stars, join them!
ITALIAN STORIES
Artisan knowledge for great tourism experience
OUR #DTIC PLAYLIST

8. INSIDERS VISIT TRENTINO
Re-thinking the organization to meet
market needs
BLOGVILLE
The best way to work with bloggers is
not working with them!
OUR #DTIC PLAYLIST

9. SUCCESS OR
FAILURE?INSIGHTS FROM MILAN 2015 WORLD’S FAIR
ITALIAN
PESSIMISM
(SAVED BY
CREATIVITY)

10. before and during the
EXHIBITION several voices were
very critical about it: a great part
of PUBLIC OPINION was looking
at it as a huge WASTE OF MONEY

12. FACTS AND FIGURES
21,5 mln
(20 mln expected)
2,3 bln € + +35% arrivals
+ 89% occupancy rate
3,8 mln
overnights
50% international

13. EXPO
Key learnings for DMOs
Italian products can become more international
Focus on our talents and creativity, but don’t forget
problem-solving
Italian Style does not mean CHAOS
Maybe we can find an “Italian DMO Style”: we should
not copy our competitors!

14. Shot by indipendent Video Maker
Oliver Astrologo in 6 months
A passionate gift to the Italian Capital
In less than 10 days, more than 700.000
organic visualization. Now over 1milion
0 euro spent by local DMO
ROMA THE WEB IS FULL
OF STARS, JOIN
THEM!

16. It’s full of talents out there
Work with local artist
Showcase «off the beaten tracks» locations
Abandon the classic institutional approach,
jump into visual storytelling
ROMA
Key Learnings for DMOs

17. Artisan knowledge
for great tourism
experience
ITALIAN STORIES

18. Connects travellers all around the world with
the places and protagonist of the real Italian
manufacture
Craftman as ambassador of Italian Beauty
Launched in January 2015
More than 70 Craftman involved
120 Experiences online
ITALIAN STORIES

20. «Every Artisan hides a
very little piece of Italy in
his workshop and in all
his creation»

21. Connect people and place for
the best tourism experience
Artisan Creativity = Strong Pull Factor
ITALIAN STORIES
Key Learnings for DMOs

22. ITALIAN STORIES
Key Learnings for DMOs
CONTENT IS KING
Artisan Experience
DISTRIBUTION IS QUEEN
Sharing Economy Platform

23. INSIDERS
VISITTRENTINO
Re-thinking the
organization to meet
market needs

24. Product Insider as an online expert of a
particular tourism product
He/she becomes «the product face» acting
as a Broker for the destination
INSIDERS
VISITTRENTINO
Re-thinking the
organization to meet
market needs

25. BASIC SKILLS
Passion for the theme/
product
Specific Knowledge
Relation with
stakeholders and local
DMO
Work independently
INSIDERS
VISITTRENTINO
Re-thinking the
organization to meet
market needs
NEW SKILLS
PR online
Content Curator
Product Curator
Social Media
Digital Marketing
Mobile Marketing
Marketing Online
Networking Online

26. C
O
N
T
E
N
T
H
U
B

27. INSIDERS
Main Results
Re-thinking the
organization to meet
market needs
Average
Reading
Time on
content
3 Minutes Cpc on
portal
website
0,13€18
sponsored
posts on
FB
reach
5.339.322
More than 100
posts for
season
5 “tested
for you”
experiences
per month
per hub

28. INSIDERS
VISITTRENTINO
Key Learnings for DMOs
Engage Tourist «emotionally»
Involve local stakeholders and local
DMO unlocking high value contents
Stimulate new demand positioning
content in the inspirational phase

29. BLOGVILLE
Creation of a
new framework
for bloggers
hospitality than
goes beyond
the classic blog
tour
THE BEST WAY TO
WORK WITH
BLOGGERS IS NOT
WORKING WITH
THEM!

30. TO GET THE MOST OUT
OF IT WHY DON’T WE…

31. THE APARTMENT
wi-fi and mobile wi-fi
portable chargers
survival pack of
typical products
24/7 assistance
BlogVille Card

32. BLOGVILLE
180 bloggers
from Australia, Brazil, China, France,
Germany, Usa, Uk, etc.
1.200 blog
posts
15.000
shared contents
1,5 mln
visitors
15 mln
total reach
THE BEST WAY TO
WORK WITH
BLOGGERS IS NOT
WORKING WITH
THEM!

33. BLOGVILLE
Key learnings for DMOs
Italian Hospitality is an added value
DMO as a content CURATOR and
FACILITATOR rather than CREATOR

34. BLOGVILLE
Key learnings for DMOs
INDEPENDENT
TRAVELER
Tourism Consumption
INDEPENDENT
BLOGGER
Tourism Communication

35. is STRATEGY a limit
to CREATIVITY?

36. WE DON’T THINK SO!

37. THANK YOU!
Luca D’Angelo & Fabio Sacco
@dangelo_luca @fabiosacco81