Foreword

In 2003, the three Italian provinces of Verbano Cusio Ossola, Varese and Novara as well as the Swiss Canton Ticino agreed jointly to promote the Lake Maggiore area as a unified tourist destination on the international markets, thus creating the new brand of “Lake Maggiore and its surrounding mountains”. The agreement was reached in the context of a European Inter-regional Project. This new tourist destination includes the whole of Lake Maggiore both in Italy and Switzerland, as well as the neighbouring Lake Orta, Lake Mergozzo, the Ossola Alps and the vineyards of Novara.

Creation and delivery

The promotional strategy was planned in two phases: the first included the creation and production of the required communication tools, whereas the second phase focused on their circulation on to the international market.  Maggioni Tourist Marketing conceived the entire promotional strategy for the international market, and was entrusted with the creation of the official destination websites for Lake Maggiore for the German and French speaking markets: www.derlagomaggiore.de (2007) and www.lelacmajeur.com (2009).
The two websites are updated weekly by our agency and have now reached the top positions available on all related search engines.

Target

• Tour Operators
• End users

Strengths

• Promotion of Lake Maggiore as an international tourist destination through online marketing action
• Invaluable source of holiday planning information Promotion through corporate brand and image circulation
• Invaluable communication tool for the trade as well as the general public
• The site’s weekly updates guarantee that the information presented is always current and correct.