A regional marketing plan
for a cross-border tourist itinerary
The Accessit project, funded by the Programma di cooperazione Italia/Francia “Marittimo” 2007-2013, aimed to develop a network of cultural heritage and integrated promotion of common resources in the upper Tyrrhenian area, grouping together Sardinia, Corsica, Tuscany and Liguria.
The main activities are centred around the organization of a management system based on the sustainability of the system, creating a network of laboratories, the development of interventions in order to facilitate the preservation and accessibility of a certain number of cultural assets and the activation of moments, under the pilot “cantieri”, aimed at the transferral of expertise.
The project was achieved thanks to the structuring of a Large Territorial Itinerary, capable of integrating the general action of optimization of tangible and intangible heritage of the Tyrrhenian basin, based on a network of four regions and inflected at local level through the “labs of the landscape and of the tangible and intangible heritage”, a direct link between the institutional authorities and local bodies. The route had to be promoted and made accessible through a Web Atlas.
The Sardinia Region; project partner, has asked BAM! to develop a regional marketing plan, to define the best strategies and actions to promote the new tourist itinerary.
BAM! has participated in various meetings between the project partners (Sardinia Region, Liguria, Tuscany and Corsica) to define the nature and scope of the itineraries. BAM! has contributed to the construction of the card-type relating to cultural sites which are part of the itinerary (to be used to communicate via web and to upload the atlas) and has supported partners in the branding and identity building of the atlas itself and its online presence. It then prepared a final document with parts of the analysis of the context, definition of targets, benchmarking, and recommended actions for the beneficiaries of the project.
Date2013 - 2014