Foreword

In 2004, the four Italian provinces of Pavia, Lodi, Cremona and Mantua in Southern Lombardy agreed to join forces in the promotion of the river Po and its surrounding area as a single tourist destination, thus creating the “Sistema Turistico Po di Lombardia”.
The promotional strategy for this newly created tourist destination included the creation of a sales manual aimed at the German tourist trade.
Conception and production
Maggioni Tourist Marketing was asked by Unioncamere Regione Lombardia to create the destination’s first sales manual for the German trade, entitled “Lombardia: Sistema Turistico del Po 2008/2009”

Target

• 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 the Po di Lombardia 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