South Tyrol sees visitor growth from the UK

South Tyrol sees visitor growth from the UK

South Tyrol 20 December 2010

We are delighted to report that the stunning region of South Tyrol in the Italian Dolomites has achieved record visitor growth of 10% this summer. bgb has managed the PR for South Tyrol Marketing for 8 years, this expanded to representing them in the UK for all their marketing needs 3 years ago. Our successful marketing campaign encompassed above the line (ATL) advertising, an increased online presence and a program of trade partnerships, all integrated with PR activity

Our campaign ‘Welcome to the very top of Italy' not only reinforces the location of this little known destination but also celebrates the high quality product, service and gastronomy (the region has no fewer that 18 Michelin Stars). We also showcase the cultural diversity of the region with our tag line ‘The other side of Italy' which has now been adopted in all emerging markets.

ATL advertising used the South Tyrol brand advertising with a call to action of our trade partners in key titles including; Wanderlust, FT Weekend Magazine and Independent Active Traveller. This was complemented by a series of advertorials with Observer Food Monthly to cover the gourmet angle and Walk Magazine to showcase the fantastic hiking on offer. Engaging with an online audience was also key part of our strategy, achieving the highest clickthrough rate to date and featuring a stand out ‘Destination of the Month' microsite with MSN, which achieved 26,000 unique users. This was all supported with in house activity with our key tour operator partners Inntravel, Neilson and Inghams.

If we can help with any of your sales & marketing needs in the UK don't hesitate to contact a member of the team or email us at info@bgb.co.uk

 

 

South Tyrol case studies

Understanding your target market

for South Tyrol November 2007

For South Tyrol we wanted to learn more about the potential target market from the UK. We therefore undertook both quantitative and qualitative research projects with one of our research partners.

 

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