UNIVERSITA' DEGLI STUDI DI PAVIA
Facoltà di Lettere e Filosofia, Scienze Politiche, Giurisprudenza,
Ingegneria, Economia
Corso di Laurea magistrale in Comunicazione Professionale e
Multimedialità
PLACE MARKETING AND BRAND: THE MODEL CINQUE
TERRE AND LANGHE-ROERO & MONFERRATO
Silvia Malandrino
AA 2011/2012
AIM OF THE DISSERTATION:
CREATE A NEW MODEL OF TERRITORIAL
COMMUNICATION IN RELATION TO THE NEW
CONCEPT OF TERRITORY
TERRITORY AS A SYSTEM OF ACTIVE
RELATIONSHIP
BETWEEN
DIFFERENT
STAKEHOLDERS
WHO
CREATE
AN
ATMOSPHERE
KEY WORDS
•
ATMOSPHERE
•
DISTINCTIVENESS
•
CULTURAL LANDSCAPE
•
CONCRETENESS OF 5 SENSES
•
SYNCRETISM
•
STAKEHOLDERS
•
PRODUCTION
•
HOSPITALITY-TREATMENT
A
T
M
O
S
P
H
E
R
E
HOW CAN WE COMMUNICATE A
TERRITORY?
D
I
S
T
I
N
C
T
I
V
E
N
E
S
S
C
U
L
T
U
R
A
L
L
A
N
D
S
C
A
P
E
LANDSCAPE
MODELLED
BY
THE
ARMONIC INTERACTION BETWEEN MAN
AND NATURE
• PORTOVENERE, CINQUE TERRE &
THE ISLANDS
• THE VINEYARDS LANDSCAPE OF
PIEDMONT: LANGHE-ROERO &
MONFERRATO
E
N
G
A
G
E
M
E
N
T
A
T
3
6
0
S
Y
N
E
R
G
I
C
R
E
L
A
T
I
O
N
THE CULTURAL LANDSCAPE OF
PORTOVENERE, CINQUE TERRE &
THE ISLANDS
S
Y
N
E
R
G
I
C
R
E
L
A
T
I
O
N
E
N
G
A
G
E
M
E
N
T
A
T
3
6
0
S
Y
N
E
R
G
I
C
R
E
L
A
T
I
O
N
THE CULTURAL LANDSCAPE OF
LANGHE-ROERO & MONFERRATO
S
Y
N
E
R
G
I
C
R
E
L
A
T
I
O
N
T
H
E
O
P
E
R
A
T
I
V
E
T
O
O
L
S
WHICH IS THE TOOL TO COMMUNICATE
THE TERRITORIAL ATMOSPHERE?
TERRITORIAL
MARKETING OR
PLACE
MARKETING
T
E
R
R
I
T
O
R
I
A
L
M
K
T
G
TERRITORIAL MARKETING IS A
POLICY FOR THE DEVELOPEMENT OF
TERRITORY WHICH INTEGRATE
ACTIONS FOR IMPROVING THE KEY
ASSETS OF A PARTICULAR
TERRITORY WITH PLANNED
COMMUNICATION INITIATIVES.
B
R
A
N
D
M
A
R
K
E
T
I
N
G
EVERY TERRITORY COMMUNICATES
AN IMAGE BASED ON ITS HISTORICAL,
SOCIAL, ECONOMICS,
INFRASTRUCTURAL, POLITICAL AND
CULTURAL CHARACTERISTICS.
THE BRAND
CONCEPT
B
R
A
N
D
M
A
R
K
E
T
I
N
G
BRAND AS TRADEMARK OF
TERRITORY, THE KEY TO ACCESS IN
P
L
A
C
E
B
R
A
N
D
I
N
G
NEW CONCEPT OF TERRITORIAL
COMMUNICATION AND
TERRITORIAL BRANDING!
P
L
A
C
E
INVOLVEMENT
ATMOSPHERE
B
R
A
N
D
I
N
G
PLACE
IDENTITY
PLACE
IMAGE
O
P
E
R
A
T
I
V
E
H
Y
P
O
T
H
E
S
I
S
NEW OPERATIVE HYPOTHESIS FOR
THE TWO CASE STUDIES
ROMANTIC
TRAVEL
PORTOVENERE’S
LOVE FESTIVAL
THE ROMANTIC
PROMENADE OF
LANGHE-ROERO
H
Y
P
O
T
H
E
S
I
S
INVOLVEMENT
IN THE
TERRITORY
INTERNATIONAL
VOLUTARY
PROGRAM:
A SECOND
CHANCE FOR
CINQUE TERRE
MONFERRATO’S
HOLIDAYS
PACKAGE:
MONFERRATODOC
..CAN WE ADAPT THE MODEL TO
OTHER CITIES? PAVIA
THE CITY OF KNOWLEDGE
CONCLUSIONS
• NEW CONCEPT OF TERRITORIAL
COMMUNICATION AS A TOOL TO SPREAD THE
TERRITORIAL ATMOSPHERE;
• NEW CONCEPT OF TERRITORIAL BRAND AS THE
KEY TO ENTER IN THE TERRITORIAL
ATMOSPHERE;
OPERATIONAL GIUDELINES FOR
THE TERRITORIAL SAFEGUARDING
WITHOUT FREEZING IT
THANK YOU FOR THE
ATTENTION