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Umbria on the blog, primo blog trip italiano per una destinazione turistica è stato presentato in main hall durante la seconda edizione della Travel Bloggers Unite [ 25-27 agosto] riscuotendo successo e applausi.
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Travel Bloggers Unite Innsbruck
August 27, 2011
Alessio Carciofi & Marzia Keller
Umbria on the Blog: an innovative approach to communication in
tourism
Umbria on the Blog: an innovative approach to communication in
tourism
THE TOURIST HAS CHANGED, WE NEED TO CHANGE TOO. WE NEED TO CHANGE THE WAY WE COMMUNICATE AND MARKET A DESTINATION.
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The important was : catch the tourist
The travel experience
YESTERDAY
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The travel experience TODAY
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Research: seismonaut
“It isn’t simply a place that we miss, but
the emotions that that place inspires.”
Sigmund Graff
“The journery doesn’t begin the moment you
leave home and doesn’t end the moment you
return home.”Sandro Billi
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
From consuming the place to
consuming passions [ Pollarini]
Accommodation
experience
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
@congbo
Destination is about creating a
sense of place and telling a storyTom Buncle
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Orchestration
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The importance of listening...
...in a strategic perspective
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Are you a blogger?
Place = narration of experiences
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Destination > from physical place to relational place
Collaborative Web : sharing ideantities
“Travel blogs are becoming an increasingly important mechanism for exchanging information among tourists, and for destinations and businesses to learn about the attitudes of their markets”
(Dr. Anita Wenger, IMC Fachhochschule Krems)
The importance of Travel Blogs in nowadays tourism
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Concept – Objectives – Tactic
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
- Green heart of Italy, located in the centre of the country. It borders on Tuscany, halfway between Rome and Florence-Landscape: countryside, lake, mountain-Attractions: medieval towns, religious sites, roman sites, events
Umbria: where is it, what is it like?
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
- Domestic tourism (65% of total) -Short-break tourism: average stay 2,8 days-High season: Easter, August-3 out of 12 tourist districts receive 55,4% of total tourist flow (Perugino, Assisano, Trasimeno Lake)
Data source: Osservatorio Regionale del Turismo 2009
Tourism in Umbria
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on the web 2.0 applications.
STORYTELLING = DESTINATION BLOGSOCIAL MEDIA = CONVERSATIONSBLOG TRIP = RELATIONS
In this context, the challenge for Umbria on the blog was to reveal an authentic image of Umbria, while taking a chance on the web 2.0 applications.
STORYTELLING = DESTINATION BLOGSOCIAL MEDIA = CONVERSATIONSBLOG TRIP = RELATIONS
The concept
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Objectives
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
•Discovering the “hidden Umbria” – stories, people, traditions
•Editorial strategy: storytelling - photos, contents, videos (emotional approach)
•Social Media Strategy: blog, Facebook, Twitter, YouTube, Flickr
•Listening and monitoring the place reputation
Tactic
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Troppo piccolo – Rifare slide
Show the authentic and “off-the-beaten-track face of the Region
Tell stories about Umbria and make others tell stories about thir own experience of
UmbriaCreating an emotional bond
Not only telling…but also listening
Storytelling
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Making of the first blog trip in Italy [about a
destination]
#umbria11
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The Programm The Ingredients
#umbria11
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The ProgrammFriday, April 15H 15:00 Welcome Blogger : arrival e presentation of the project at Confidustria UmbriaH 17:00 Check-in at Relais Borgo Brufa & Hotel Valle d’Assisi H 19:30 Special Dinner @ Gastronomia Andreani [ StoryDinner] H 22:00 A stroll in Assisi by night
Saturday, April16H 09:00 Departure to GubbioH 10:00 Visit Gubbio with the guidance of an “eugubino doc” [StoryGuide]H 13:30 Light Lunch at Park Hotel CappucciniH 17:00 Back to the Hotel - Relax Time H 19:00 Dinner in Perugia and visit to the historical centre
Sunday, April 17H 09:30 DepartureBevagna H 10:00 Visit to the historical centre and the traditional craftman shops (medieval crafts)H 12:00 Departure to Cantina Caprai H 12:30 Visit to the Cellar ed Aperitif H 13:30 Lunch and Wine Tasting
H 15:30 Bye Bye Blogger..
H 16:30 Departure
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The Blog Trip
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
The Buzz
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Powered by
The Buzz
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Awarded as one of the 5 Italian most innovative projects in tourism
FORUM PA 2011
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
Umbria on the Blog is cool. Says Who?
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com
#Umbria11 15-17 aprile 2011
Alessio Carciofi & Marzia Keller
Thank You
Credits
Photographshttp://www.flickr.com/photos/mariusmele/Flickr marzia http://www.flickr.com/photos/umbriaontheblog/http://www.flickr.com/photos/comunicati/http://www.flickr.com/photos/mitosettembremusica/
Innsbruck 27 August 2011 #TBUIBKwww.alessiocarciofi.com