Activities 2009
ATLazio 2009 Activities Plan
PROMOTION
The Agency is regulated by an agreement with The Region of Lazio stipulated on the Regional Decree n. 926 of 12-17-2008, which approves an agenda, and a series of initiatives and events in order to improve Tourism Promotion for year 2009. The Agency programme, in compliance with the Decree Guidelines, meets the objectives of strengthening and improving the competitiveness of Rome and Lazio as a Tourist Product, by developing the following strategies:
• Consolidating the promotion of Rome and Lazio Destinations in traditional markets from which tourists flow towards our territory (Italy, North America, Europe and Japan)
• Promoting Rome as a Tourist Destination on the emerging markets of new tourism trends such as: Russia, China, Korea, Arabian Gulf Countries, and Latin America
• Identifying Tourism Products that value Lazio in a domestic market, meaning the Italian and EU market
• Offering Theme Tourism Products (Conference, Thermal, Religious, Cultural and Environmental Tourism) in order to achieve promotional specific targets
• Promoting of Region Lazio to the citizens of Rome through traditional events taking place in the surrounding territory
• identifying specific demands for innovative Tourism.
• identifying new ways for presenting the Tourism Offer through a new communication plan.
The Promotion activities are articulated through actions distributed as per areas-places. They include initiatives related to the organization and attendance to business fairs, trade fairs, workshops and road shows as well as the organisation of targeted educational visits designed for operators in the territory of the Lazio, as well as initiatives for promoting through Press and Media. These actions are carried out through a business plan implemented in order to optimise the economic resources that the Agency uses, which aims to achieve the best results in terms of efficiency.
The plan is divided in:
• Producing a Market Analysis
• Identifying Tourism Products more suitable for the specific market/ target
• Analysing the features of the initiative (origin and type of interlocutors, promotional offers, reporting activities with home-foreign representation, etc.)
• Identifying institutional partners and representation in the specific market in order to promote relations constant in time
• Identifying promotional materials congruent to the aims of the initiative; information and involvement of our operators of the purpose of the initiative and the features of the market in which we act.
Activities carried out prior to each single initiative
• Identifying and activating contacts with Italian institutional representation and Category Associations within the Tourism sector present on the specific market; identifying and activating contacts with specific/linked sector media, useful to promotional action;
• Other specific action to gather promotional support.
Activities carried out during each single initiative
• Data information gathering related to the specific market
• Data information gathering related to the International markets keen to acquire our product
• Public Relations with local institutions as well as those representing Italy abroad (Embassies, Enit, Ice, Italian Institute of Culture, Commerce Chambers, etc.)
• Contacts and interviews with local media.
Activities carried out after each single initiative
• Reporting on the effects of the initiative in order to highlight the features of the market approached and facilitate follow-up activities; identifying the activities for the specific market; updating of data base of agency
• Follow-up contacts gathered during the initiative
• Gathering of local press and media production related to the initiative
• Reporting feed-back and surveying the levels of satisfaction of operators participating to the initiative
• Developing and appraising activities ( educational, press and media editing)
COMMUNICATION
Communication strategy includes the implementation of plans, actions and integrated tools.
Multimedia Communication Plan
• Implementation of the official web site (atlazio.it)
• Implementation of a dedicated portal for Tourism Promotion that takes into account web progress (i.e Web 2.0) and synchronise the Agency current official web site with the one dedicated to local traditional festivals (laziofeste.it) as well as covering the functionalities carried out by the web site of APT of Rome (romaturismo.it) with regard to the acquisition of statistical data from receptive infrastructures
• Implementation of Internet, Radio, Television, and Press Campaigns that contribute to improve the communication of Tourism Offer and the territory image -campaign "Tutto il Lazio è Paese"-. The aim is to promote Lazio Region as a Tourist Destination and increase promotion strategy of all traditional events taking place within the territory (local festivals eno-gastronomical, historical and religious events). The promotion is implemented, in particular, in the context of the City of Rome, considered as the focal point for tourists. The activities for 2009, in line with 2008 planning, provides communication campaigns through the main media (radio, satellite TV, internet, etc), distribution of an agenda of events with the most important local newspapers advertising specific campaigns.
Publishing Plan
The Agency activity focus on defining a Publishing Plan applied the overall promotion strategy in relation to Areas-Countries in which it operates and to the target wished to achieve in terms of tourism product, sizing the needs of the promotion and communication activities. The main priority is given to products in which editorial rights will be accessible for agency. The products, published to suit the specific strategy with the Plan, consider in details end users needs: Operators/Press/Public of each specific initiative/overall public. In particular the tasks concern:
• The creation and production of homogeneous Multimedia and paper printed graphics
• The definition of a balanced choice of hardware devices available to all (pen drives, CD’s DVD’s etc.)
• The choice of an easy to update and accessible modality.
• The production of specific products to suit specific markets
• Co-operation and partnership in co-productions.
Monitoring the Media in Italy and abroad
The Agency develop careful and constant monitoring of national and international press in order to understand the current positioning and opinions of the public regarding Rome and the regional territory and assess at best the effectiveness of its promotional activities. This action is accompanied by media events (presentations to the media) through which we present the communication trend highlighted by monitoring.
TOURISM PRODUCT DEVELOPMENT
A further approach to the essence of Promotion of the Territory related to Local Administrations starts from the analysis of Regional Tourism Offering and proposes a series of homogeneous local systems in which Tourism Products are identified, defined and developed in order to be implemented, promoted and enhanced at a national and international level. The activity of the Agency focuses on:
• Quantitative and qualitative analysis of Offers implemented on the territory, which identify Operators/products to value and promote through cooperation with the provinces, The City of Rome, the Chambers of Commerce and other local institutions
• Development of the project "Grand Tour Operator" as an instrument for Local (Regional) Tour Operators in possession of predefined quality service and performance features, in order to involve them in the promotion strategy implemented by the Agency. Spotting positive case studies to transmit and promote as “examples” to follow.
• Inter-Regional Project Management with join offer and communication strategies in order to promote specific theme products
• Support action towards Product Sales aiming to help firms to renovate and adapt to new international markets in line with the “Bando della promo-commercializzazione” -sales and promotion notification-".
The creation (March2008) of the “Ufficio del Partenariato” -Partnership Office- formed by the representatives of the main companies and associations involved. The mission is the identification of Tourism Offer and unification of the strategies implemented by the Agency.
TECHNICAL SUPPORT TO INSTITUTIONS
The Technical Support activities to institutions assigned to the Agency include the creation of the “Conferenza Regionale del Turismo –Regional Tourism Conference- allowing updates to “state of the art” on the trends of Regional Tourism as well as providing opportunities to formulate advanced proposals and consolidate present trends. The arrangements made to organise the conference engaged all “actors” -including the Provinces- and valued their presence.
OBSERVATORY
The Regional Tourism Observatory is a vital supportive tool for promotion activities carried out by the Agency. ATLazio will support The Region of Lazio in the process of constitution and activities implementation of The Regional Tourism Observatory according to Legge Regionale 13/2007 Regional Law 13/2007. The support will also include a portal provided by the Agency.
Furthermore, the Agency will supply data and analysis related to specific tourism flow as well as general information regarding the Tourism phenomena and its evolution
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