Foreword

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

Creation and delivery

Our promotional strategy was planned in two phases, the first of which included the conception and production of communication tools, while 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 has been entrusted to create the first destination sales manual for German Tour Operators: “Der Lago Maggiore und seine Berge 2007/2008“.
As a tourist destination, Lake Maggiore is one of the first Italian destinations to start its own marketing activities through the use of a sales manual. Since 2007, the manual has been printed yearly in three editions: German, English and French.
The editorial style as well as the corporate image of the manual have been aimed at trade markets as well as the general public, so that it may be used both at trade shows and for general tourist exhibitions.

Target users

• Tour Operators
• End users

 

Strengths

Valuable tourist destination marketing through:

• distribution at trade shows and tourist exhibitions
• direct mailing to tour operations management

• Corporate promotion of the image of Lake Maggiore as an international tourist destination

• The manual’s editorial style makes it suitable for use as a marketing tool as well as a general tourist guide.

• The yearly update of the manual’s content guarantees the correctness of the information provided.

• A sales manual is an invaluable marketing and promotional tool.