How to travel to Southern Italy, fall in love and never come back [CASE STUDY]
In the context of territorial marketing, on past October we focused on a vintage trip‘s concept to promote tourism by using a digital journal.
Bandini’s guerilla work proves that it is possible to unite public insitutions to enterpreneurial interests through the use of non-conventional communication in the form of urban blogging.
“I’m after new projects, unusual perspectives and fascinating topics for users such as myself, who travel frequently, in a quest for urban concepts and modern inspirations, which are rather difficult to find in conventional sales channels”.
Here’s an analysis of the project’s milestones to uncover the features of a successful business.
Birth of a Vintage Diary idea.
On one hand, we had an extremely audacious call for bids -says Mikaela Bandini-, because for the first time in this Country, a public call for bids was using a blog to introduce innovative topics.
On the other hand, we had a team of 7 young video-makers, photographers and bloggers from all around the world, gathering in Basilicata to produce, in a 7 days span, their video-stories.
The result is a travel story, Digital Diary Basilicata, exclusively distributed through the internet and echoed by the most important national offline media, including newspapers and specialized magazines which picked up the case history on their own.
In order to overcome the biggest challenge, to break borders and reach out to the rest of the world, we made sure to involve 7 foreign participants, capable of exporting our travel idea to other countries, in the form their experiences as seen from their own perspectives.
These participants, who are completely different in both skills and personal traits, were free to describe their travels in Basilicata with neither filters nor artificial additions.
The aggressive language, direct and peer to peer, worked very well, because it helped to communicate such real experiences in a very direct manner: the meetings with native people and their values and features, the local habits, the typical cuisine, all as seen through the eyes of a “foreigner”.
Along with the demo and the 7 video-stories, at the end of this journey we had a database of 2000 original photographs of Basilicata, which we decided to release for free on the Internet, to describe this rather uncharted Italian region, Basilicata, through pictures of it.
The format has been appreciated. The project’s concepts are innovative, the produced materials aren’t covered by any copyright, and the cost is defined by the visiting user who peeks around her favorite blogger.
To conclude, Digital Diary Basilicata came to life thanks to:
- The use of a common language: English.
- The use of a single distribution media: the World Wide Web.
- A reward: pay per per click.
These choices were strategic, they were meant to avoid limiting the dissemination of the contents; above all it was decided that doing otherwise might have delivered an ambiguous territorial marketing message.
Behind the scenes
All videos in this post do not belong to the contest’s materials.
One final word. If you are interested in producing your own travel experience blog, while discovering uncharted terrains, write to us, we will promote your project.