Business Plan CAMPIONE DEL GARDA DESTINATION ANALYSIS Tutor Eng. E. Valdameri Master in Tourism Management – VI edition – 2009-2010

V Module
Business Plan

CAMPIONE DEL GARDA DESTINATION ANALYSIS

Tutor Eng. E. Valdameri

Master in Tourism Management – VI edition – 2009-2010 1

Campione del Garda's plan is carried out by
Coopsette, a leading company in Italy for
requalification of large dismantled urban and
industrial areas and for development of new areas


INTRODUCTION

Campione del Garda, creating a tourist Destination


INTRODUCTION

Campione del Garda is a small village in the municipality of Tremosine, famous
for aquatic sport, like kite surfing, and it is the only one straight on the Lake
Garda's riverside.
The upgrading project of the place will offer to “real
lake lovers” a combination of exclusive detached
homes and apartments overlooking a private marina
with assigned berths & Yacht Club. It will offer as
well hospitality facilities, commercial premises,
health and beauty areas, exclusive restaurants and
cafés overlooking the lake


INDEX

1. Inventory of Attractions and Accommodations

2. Current Marketing Efforts

3. Market Research

4. Target Market

5. Tourist Motivators

6. Promotional Goals

7. Campaign Theme, Advertising, Media and PR

8. Evaluation Plan and Budgeting
Master in Tourism Management – VI edition – 2009-2010

1 INVENTORY OF ATTRACTIONS
AND ACCOMMODATIONS

CAMPIONE DEL GARDA

• ON THE WEB
- www.campionedelgarda.it (project website)
- www.vcampione.org (sailing club Campione del Garda)
- www.kitesurfcampione.it , www.kitesurfing.it

• WEB 2.0
- Tripadvisor: no comments
- Facebook: there were a few pages about Campione del Garda. Negative
comments were made against the project


AND ACCOMMODATIONS

• Natural Attractions
- Garda Lake (the largest in Italy)
- Overhanging Rock
- Park Alto Garda Bresciano
• Manmade Attractions
- Trekking and nordic walking (walk from Campione del Garda to Pieve di
Tremosine)
- Gardaland


AND ACCOMMODATIONS

• Festivals – Cultural or Ethnic Attractions – Special Events in the
Tremosine Area
- S-ciapì game ( egg decoration)
- Cinquemiglia del Ghiottone (gastronomy event)
- Maramao ( children event)
- Mont Martre (art exhibition)
- Vita nei borghi, festival di musica antica ( culture, music and gastronomy
events)
• Recreational Attractions
- Sailling club and school
- Kite surf club and school
• Accommodation
- No hotel

2 CURRENT MARKETING
EFFORTS

1. 2009
The Advertising campaign is made on newspapers and magazines both
International (German and English) and Italian.
Message/ Key points:
• Advertising for real estate luxury properties
• Exclusivity of Campione del Garda
• Eco-sustainability of the project
• Private Marina, Yatch Club

Target:

• Medium-high level people looking for second houses and/or private investors


2 CURRENT MARKETING
EFFORTS
International

Media:
• Financial Times (England)
• Die Presse (Germany)
• Die Zeit (Switzerland-Austria)

Period: March-May 2009


2 CURRENT MARKETING
EFFORTS

Italian

Media:
• Il Sole 24 ore
• La Repubblica Edizione Bologna
• Dolomiten
• Alto Adige
• Corriere della Sera Edizione Milano e Veneto

Period: March-May 2009


2 CURRENT MARKETING
EFFORTS

2. 2010

The campaign is more developed with full page advertising, more pictures and
renderings, but for a more selected number of media and newspapers.

Message/ Key points:

• Advertising for real estate luxury properties starting at € 145.000

• Show a visual rendering of the appartments and more information about the
village

Target:

• Medium-high level people looking for second houses and/or private investors


2 CURRENT MARKETING
EFFORTS
National and International

Media:
• Suddeutsche Zeitung (Germany)
• Die Zeit (Germany)
• Dolomiten (Italy)
• Gardasee Zeitung (Germany)
• Giornale di Brescia (Italy)


2 CURRENT MARKETING
EFFORTS

Observation:
The example of advertising in an English newspaper seems pretty similar to the one
for a German target. Advertising should be more specific considering that different
nationality means different culture, ideas, needs.


2 CURRENT MARKETING
EFFORTS

Approach to Market:
Appeal must be made to each specific market as each would have their individual
needs to be satisfied. The mediums used the niche emphasis would differ.


3 MARKET RESEARCH

3.1 Inventory of tourist attractions in the area, region

3.2 Market trends

3.3 Tourist motivations and Tourist profiles, including
expenditures


3.1 INVENTORY OF TOURIST
ATTRACTIONS IN THE AREA
LIMONE SUL GARDA
• Festivals – Cultural or Ethnic Attractions – Special Events
- Firework shows
- Wine Tasting: Limone my love
- Music festivals
- Lemons and Olive Production
- Guided tours and tasting at the oil-presses and oil-mills of Lake Garda
- Guided tours and tasting at the wine cellars and vineyards of Lake Garda
- Walking paths

- Biking, horse riding
- Wind surf, Catamaran, Canoe school
Accommodation capacity in Limone
6464 6466 92
6470 6444

88
6320

#ofbeds
84
6170 6136 #ofaccommodations

6029
6020 80
2005 2006 2007 2008 2009
Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica


RIVA DEL GARDA
- Monte Brione
- Park Grotta Cascata del Varone
• Historical Attractions
- Municipal museum Riva, Villino Campi
- The pile museum in Molina di Ledro, San Martino Mountain
- Bastione Veneziano - Torre Apponale, Inviolata Church, La Rocca
- Musica Riva Festival, Garda Jazz Festival
- Bayern Munich on Garda Lake, Craft BikeTransalp.
- Notte di Fiaba 2010


- Sailing Club and Windsurf Club
- Cycling paths, Horse riding Club, Diving Club
Accommodation Capacity in Riva del Garda
12069

773 12000

11859
11815
768 11800

#ofbeds

11600
#ofaccommodations
763

11453

758 11400
2006 2007 2008 2009
Source: INGARDA TRENTINO Azienda per il Turismo - Dati Statistici


SALò
- Park Alto Garda Bresciano, Colle San Bartolomeo (hill upon the village with
many trekking paths)
• Manmade Attractions
- Documentation and Study Centre on the historical period of the RSI
- Nastro Azzurro Museum (military museum),Archaeological museum A. M.
Mucchi, Campoverde village
• Historical Attractions
- Via Sant'Jago (necropolis), SalÒ Cathedral (Gothic Style)
- Podestà Palace, The Fantoni palace (Ateneo di Salò)


- Violin Festival, Garda‟s Film Festival
- Salò Sail Race Meeting, End of Summer Circuit Eni-Vodafone
- Regatta of the Bisse (organized by the “Lega Bisse del Garda”)
- Canoe Club, Golf Club “Golf il Colombaro”, Tennis Club,“Tennis Club
Salò” Accommodation Capacity in Salò
42
1575 1543

1464 1472
38
1450
1371
#ofbeds
1325 34
#ofaccommodations
1260

1200 30
2005 2006 2007 2008 2009


3.2 MARKET TRENDS

3.2.1 Tourism in the World

3.2.2 Tourism in Italy

3.2.3 Tourism in the North-West Garda Lake area

3.2.4 Tourism in the Tremosine area


3.2.1 TOURISM IN THE WORLD

International Tourist Arrivals, 1950 - 2020


3.2.1 TOURISM IN THE WORLD

International tourist arrivals have continued to grow.
Over the years tourism has experienced a unceasing growth and became one of
the largest and fastest growing economic sectors in the world.
Many new destinations have emerged alongside the traditional ones of Western
Europe and North America
In 2008 international tourist arrivals reached 922 million, up from 904 million in
2007, representing a growth of 2%. This overall growth builds on the strong
results of the first part of the year, before the collapse of the financial markets and
the subsequent recession.
By 2020 international arrivals are expected to reach 1.6 billion


3.2.2 TOURISM IN ITALY

Total arrivals & overnights in Italy
366.764.778 376.641.751 373.666.712
355.255.172

Total Arrivals
Total Overnights

88.338.564 93.044.399 96.150.083 95.546.086

2005 2006 2007 2008

Over the years Arrivals and Overnights increased, apart for the 2008
probably due to the recession period. As for the nationalities of the
tourists, 60% are Italian and 40% foreigners

3.2.2 TOURISM IN ITALY

Accommodation and beds evolution in Italy
2.400.000 34.400

2.201.838
2.200.000 34.000
2.142.786
2.087.010
2.028.452
2.000.000 1.999.729 33.600
#ofbeds 1.969.495
1.929.544
1.891.281 #ofaccommodation
1.854.101
1.800.000 33.200

1.600.000 32.800
2000 2001 2002 2003 2004 2005 2006 2007 2008

The graph shows how both accommodations and beds increased in the last
9 years. This offer increasing could be a consequence of a growing demand
as seen in the previous slide


3.2.3 TOURISM IN THE NORTH-
WEST GARDA LAKE AREA

We analysed the tourism trends in the North-West Garda lake area stressing on
the villages of Riva del Garda, Limone, Tremosine and Salò. As we will see in
the next graphs the market demand and offer is increasing apart for 2008. An
interesting point that will come out is that in 2009 we have a positive recover



Total arrivals & overnights

2451745 2640240 2742054
2675873 2795308

474109
509656
538106
524934
558203
Overnights
2005
2006 Arrivals
2007
2008
2009

Source: PROVINCIA DI BRESCIA - Assessorato al Turismo - Ufficio promozione e statistica and INGARDA TRENTINO Azienda per il Turismo - Dati Statistici



Accommodation Capacity in the North West Area

23000

21685 21985
21581
850
20350

17000
600

#ofbeds
#ofaccomm
11000
350

5000 100
2006 2007 2008 2009



3.2.4 TOURISM IN TREMOSINE

We are focusing now in the Tremosine area that includes the municipality of
Campione del Garda. We analyse as well its market share over the North-
West Garda Lake area to understand better the part of the market that we can
reach



Total arrivals & overnights in Tremosine

229785
230041 237777
192072 233680

26675
32129
35766
35715
35895
Overnights
2005
2006 Arrivals
2007
2008
2009




Tremosine Arrivals Market Share

600000 474109 509656 538106
524934 558203

450000

300000

150000
5,6%
6,3%
0 6,6%
6,8%
2005 6,4%
2006
2007
2008
2009
Arrivals Tremosine Arrivals North-West Area


Tremosine has a market share on the total arrivals of about 6%. In 2008
the market share increased even though the total arrivals decreased


Tremosine Overnights Market Share

2451745 2640240 2742054
2900000 2675873 2795308

2200000

1500000

800000 7,8%
8,7%
100000 8,4%
8,9%
2005 8,4%
2006
2007
2008
2009
Overnights Tremosine Overnights North-West Area


The overnights market share is of about 8%. Here again in 2008 it increased



Accommodation Capacity in Tremosine

1907 39
1925 1890
1858

1750 36

#ofbeds
#ofaccommodation
1575 33
1505

1435

1400 30
2005 2006 2007 2008 2009




TREMOSINE ACCOMMODATION MARKET SHARE

900

600
Acc Tot
Acc Tremosine

300

0
2006 2007 2008 2009




TREMOSINE # OF BEDS MARKET SHARE

25000

17000
Beds Tot
Beds Tremosine

9000

1000
2006 2007 2008 2009




Increase in arrivals 2005 - 2009
35%

35%
30%
25% 18%
14%
20%
15%
10%
5%
0%
World North west Garda lake Tremosine

Out of the previous graphs we can conclude that the North-West part of Lake
Garda and Tremosine are following the world trend according to arrivals. The fast
growth of Tremosine shows that Campione del Garda has an opportunity to
become a renowned holiday destination


3.3 TOURIST PROFILES

Italian / Foreigners
Tourists in Garda Lake are mainly
25,4%
foreigners
Foreigners
74,6%
Italians

Source: Osservatorio turistico provinciale, CCIAA Brescia

Foreigners Nationality
56%

90% of the foreign tourists come 34%
from Germany and Austria
3% 3% 3% 2%




Tourist Age
Foreigners are mostly aged from 31
37%
33%
34%
33%
to 50 and Italians have two peaks:
17%
from 21 to 30 and from 41 to 50
15% 11%
12%
Italians
1% 6%1% Foreigners
1%

<20 21 - 31 - 41 - 51 - >60
30 40 50 60


Duration (nights)
In average Italians spend in Garda Lake
4 nights and foreigners 7 nights 4 Italians
Foreigners
7




Type of accommodation

35%

30%

25%

20%
Italians
15%
Foreigners
10%

5%

0%
Hotel Second VFR Private acc. B&B Agritourism Camping
house

Foreigners, who are 75% of the tourists prefer to stay in a hotel or to have a
second house (the real number of second houses is probably the double). Italians
choose hotel as well and B&B


3.3 TOURIST MOTIVATIONS

Main touristic motivation
60%

50%

40%

30%

20%
Italians
10% Foreigners

0%



3.3 TOURIST MOTIVATIONS

70%
60%
50%
40%
30% Sports conducted
20% Italians
10% Foreigners
0%

70%
60%
50%
40%
30%
Tourist activities conducted 20%
Italians
10%
Foreigners
0%



3.3 TOURIST EXPENDITURES

Average daily costs (without
transport & acc.)
Foreigners like to spend less than
50%
40%
Italians. But some of them are still
30% spending more than €150
20% Italians
10%
Foreigners
0%
0 - 30 31 - 61 - 91 - 121 - >150
60 90 120 150
€

Cost Transportation +
Accommodation
For what concerns the
150
accommodation Foreigners spend
Transport (go &
a little bit more than Italians 100
€ back)
50 Accomodation
(daily)
0
Italians Foreigners


4 TARGET MARKET – SURVEY
OUTCOME

Survey conducted at location (North-West Garda lake area) during a period of
three days. Interviewd a total of about 100 people divided in Campione del Garda
community, tourists, operators and opinion leaders in the neighbour area.
The questionnaires were divided in three parts:
- Part 1: Socio Demographic Data
- Part 2: Tourists or Activity Data
- Part 3: Campione del Garda Project Data

The community of Campione is divided between old people (the majority)
against the project and young ones in favour of it. However some of them have
doubts about the fulfilling of the initiative


OUTCOME

1. TOURISTS PROFILE
Tourists age

40%

31%
Tourists nationality
17%
13% 35%

27%
18-25 25-45 45-65 >65
17%

4% 6% 6%
The results are in line with the 2% 2%

previous data we analysed considering
German and Austrian tourists. In this
area we have an interesting presence of
English tourists.

OUTCOME

1. TOURISTS PROFILE
Accomodation chosen
BUDGET
HOTEL Average lenght of stay
CAMPING 6%
4%
Booking path
APARTME 2 W; 19% > 2 W; 2%
NT VILLA MID
34% OTHER 1 W; 42%
SCALE TA
B&B HOTEL 8% 16% WE; 37%
11% 45%
SELF
ORGAN INTERNET
42% 34%

The average lenght of stay is mostly one week and tourists prefere to stay in
Midscale Hotel or in Apartment/Villa. The booking path graph shows that the
holiday is mostly self-organised with the help of the internet


OUTCOME
1. TOURISTS PROFILE
Main holiday purpose The Lake is:
OTHER
14% CONGRESS 40%
4%
30%
SPORT
20%
16% RELAX
57% 10%
FOOD &
WINE 0%
7%
SAILING
2%

Lake weaknesses
OTHER
TRAFFIC
25%
PARKING
35% The lake is chosen for its good quality life and for
19% HIGH
relaxing. We still notice some weaknesses like
PRICE
21%
traffic and parking


OUTCOME
2. CAMPIONE DEL GARDA PROJECT
Campione Community and the Project

In favour
36%

Against
64%

The community of Campione is divided between old people (the majority) against
the project and young ones in favour of it. They see in the project a chance to new
incomes. Master in Tourism Management – VI edition – 2009-2010

OUTCOME
Project awareness

NOT TOO MUCH
13%

NO
38% YES
49%

The project is not very known, especially amongst tourists. Surprisingly operators
of the closest towns didn‟t know anything about the project.

OUTCOME
Is the project coherent with the tourism expectations?

PARTIALLY
27%

NO
48% YES
25%

Those who do know it think it‟s not coherent with the new tourism expectations.
The opinion leaders think that the goals are not so clear

OUTCOME
Services in Campione

OTHER SHOPS; ATMs; 20%
17%
CAR/BIKE/BOAT
GROCERY; 4%
RENTAL; 13%

CATERING/CLEANI GYM; 13%
NG/BABYSITTING ;
5%
HAIRDRESSER; 6%
TOURIST OFFICES;
24%

Considering that by now the place is not so developed the more services will be
present the better

OUTCOME
Tourist activities in Campione

HANDCRAFT SHOPS
OTHER 10%
CINEMA
20% 8%
ARCADE
4%

SALE OF TYPICAL PDT
DISCO 22%
12%

SPA/FITNESS
24%


OUTCOME
Kind of accommodation Kind of Spa

OTHER; BUDGET/EX
MIX
27% ECUTIVE
HOTELS; 49%
LUXURY
PRIVATE 37% 42%
B&B; 12% BOUTIQUE/
DESIGN
SERVICE HOTELS;
CHILDREN
APARTMENT 19%
S; 6% 9%

Tourists would like to have a midscale hotel and a mix SPA open to families. The
Campione community and the operators in favour of the project would like to have a
Boutique/Design Hotel and a Luxury SPA seeing them as a potential higher income


OUTCOME
Availability of berths

OTHER
3% YES
33%
MAYBE
39%

NO
25%

The availability of berths is seen as tourist motivator. It should be considered
the possibility to rent and sell berths not only to the people who buy a house in
Campione.

OUTCOME
3. OPINION LEADERS
Do you know about the project? The opinion leaders interviewd were 40%
NOT TOO
owners 30% CEO of a tourist activity, and
MUCH 30% GM of a hotel.
10%

YES
90%

Is the project coherent with the
Tourism expectations?

PARTIALLY
30% YES
50%
Almost all opinion leaders we interviewed NO
20%
think the project is at least partially, coherent
with the new tourism expectations


OUTCOME
3. OPINION LEADERS
Which tourist activities?
5

3

2

1 1

Spa/Fitness Sale of Cinema Disco Other
Which sport activities?
5
typical
products
4

3
Of course we didn‟t ask about the
water sports already present and 2 2 2

very important in that area. 1

Tennis Climbing Golf Kayaking Cycling Canoe Other


OUTCOME
3. OPINION LEADERS

Accommodation type Spa Type

Budget/Executive Other
20% 20% Mix
Boutique/Design
10% 50% Luxury 50%
Hotel
20% 30%
Service apartment

Other

The opinion leaders are in line with tourists and operators expectations willing
to have a Budget/Excutive Hotel and a Mix Spa


OUTCOME
3. OPINION LEADERS
Why the locals are against the project?
5
The locals are against the project
because the works never end and
therefore they don‟t trust in a better
2
and fresher Campione del Garda.
1 1 1

IT CHANGES AGAINST TOO MUCH FEAR OF THE WORK
THEIR LIVES TRADITIONS CHANGE LOSING IS ENDLESS
THEIR JOB Will Campione become a renowned
tourist destination?
No
The opinion leader are confident on the 10%
fact that Campione del Garda wil be able Maybe
Yes
30%
60%
to become a renowned tourist destination


4 TARGET MARKET

PROJECT POTENTIAL

• Use the characteristics of the area to launch relevant niches such as
yachting

• The competitors cater more to family and retirees. Big opportunity to differentiate the
offer of the lake in this area, due to the secluding and the limited access

• Care must be taken not to exclude the locals but give them work opportunities in the
plan which they are also beneficiaries

• In the future the project could include a 5 star hotel and luxury villas. The main risk is
an extensive expousure in building a destination just for the upper end of the market

• Creation of events in the area would be appealing new potential visitors


4 TARGET MARKET

WHO DESIRES THE PRODUCT?

• The desire must be created

• The main target market in Campione should be different from competitor sites

• Invest in calling card advertising campaigns to international associations for extreme
sports and yachting enthusiasts

• „Snob appeal‟ advertising should be encouraged


4 TARGET MARKET

THE AVAILABLE OPPORTUNITIES

• Differentiate the product of Garda Lake
• Brand as an exclusive product
• Small conferencing to balance visitor arrivals all year round

Reason d'être
• Not being too well known by visitors
• Don‟t have to recreate a new image in the minds of potential customers

Target Market
• Sports enthusiast
• Professionals and up-scale people between the ages of 25 -50
• Small conference organization
• Location: Italy, Germany, Austria and UK


5 TOURIST MOTIVATORS

PERCEPTION OF THE PRODUCT

• Lack of knowledge of the product of Campione del Garda
• The project is known in Limone but not in Riva - Salò
• In Campione del Garda - there is a gap -
• Young - agree with the project
• Elders- complain about the project (it will destroy their local community and
environment)

Identified Need

Public Relations efforts in the area to encourage buy-in by the locals, trying to let them
understand that the project will give them opportunities in terms of employment by
creating new activities for visitors to the destination


5 TOURIST MOTIVATORS

WHAT MOTIVATES THEM?

The target market would be motivated by the natural environment of the area the
exclusivity of the product and secluded feel of the area where they can appreciate being
away from the busy world


6 PROMOTIONAL GOALS

• Build Public Awareness of the project and its potential to the local community

• Build an awareness of Tourism destination, Campione del Garda

• Increase visitor arrivals through appropriate marketing strategies and
networking from the major target markets

• Encourage local and foreign investment in the site infrastructural development

• Increase commercial activity and visitor spend in the village


7 CAMPAIGN THEME

• Built on the premise of the reviving of the Village of Campione del Garda
• Fit with the unique selling proposition of Campione del Garda: the exclusivity of the
place, the privacy, the eco-sustainability of the project and overall the luxury (Luxury
being defined as an excellent product or service being offered for the appropriate price)

• Aim to foster cultural equity
• Built with the foundation of memories and structural memorials (evidence of the past)
of its inhabitants/residents
• A win-win scenario must be created for the benefit of the locals
• The new vision for the site

Risk
• The present and main obstacle for this venture is marketing. The project and the
potential of the area are not well known
• Corporate and human survival in commerce is highly dependent on the commitment
of village‟s custodians

7 CAMPAIGN THEME

Possible Pay off

• All you need is Campione

• Visit lake Garda, stay in Campione

• Where beauty meets water

• In campione del Garda we trust (used later on)


7.1 CAMPAIGN THEME

Possible Methods of Approach

• Public Relations-Build local capacity to provide excellent service

• Intermittent public awareness programmes at local and international venues

• Develop events for yachting, kite surfing and trekking that become an annual event

• An aggressive advertising campaign in several mediums as a link to market

• Increase market access for small and medium tourism enterprises that offer goods and
entertainment appreciated by sports enthusiast, visitors between the ages of 25-50 years
(professionals)

• Engage some VIP or show star, with the lake as the main attraction on location


7.2 ADVERTISING, MEDIA & PR

Possible approaches

• Cable/ TV/ Underground: short spot, Maximum 5 minutes . To reach both the local
and international visitor
• Newspaper: existing campaign but add the spa and hotel not only houses, more
national newspaper
• Magazines: tourist destination and sport magazines
• Web: banners on appropriate social network sites
• Road shows: Participate at local and international forums on the local road, build
some cartels
• Networking with tour operator / Travel agents
• Public Relations: Participation in Trade Fairs, territory promotion with gazebos around
the lake area, Spa fairs, BIT(Borsa Internazionale del Turismo), Lake fair



ACTIONS

Actions at three different levels: local, global, and web

• Local: Lake Area

• Global: Italy, Germany, Austria and United Kingdom

• WEB: Real estate ads (Italy and abroad), Banners on local websites (Garda) and
web 2.0 (Facebook, You tube)



1) Territorial Promotion:

• Itinerant road-show
• Road cartels
• Bus advertising
• Newspaper advertising

2) Global Level:

Countries: Italy, Germany, Austria and UK.

Focus on newspaper, Magazines, and important trade fairs



Newspaper:
• Il sole 24 ore; Milano Finanza
• Financial Times

Magazines:
• Yacht & Sail; Case & Country; Patrimoni
• Gentleman RE; Traveller

Fairs:
• Vacanze Weekend (March)
•Borsa dei Laghi (October); Tempo Libero (April – May)



3) WEB:

• Create ads for the rent-selling of apartments

Websites:

• www.casa.it; www.trovacasa.it
• www.immobilienscout.de

WEB 2.0:

•You tube: institutional channel where the project is explained with some interviews
• Facebook, Twitter (just for UK) where the project is explained



POSSIBLE HR IMPLICATIONS
To market Campione del Garda it is recommended that a Communication Unit be an
appropriate investment

• Communication Specialist
•Public Relations Officer
• Advertising Design Officer

THE ADVANTAGE
With its own marketing in-house staff is one would be able to develop and monitor the
marketing efforts undertaken for the site and monitor the market response and
competitors responses, keeping abreast with the know. One would always be able to
keep Campione ahead of the market at less cost that having to hire agencies that would
have no need to have loyalty to the product.
The unit should be opened one year before the launch of the Campione del Garda
as a destination site


8 EVALUATION PLAN

Targeted
Critical Factors End-user focus Procedures Key Indicators
Outcomes/Goals
Build Public Reviving of the Village Invest in aggressive Number of real-estate Community ownership
Awareness of the of Campione del media and public projects with for the care of project
project and its Garda. relation campaign partnership potential
potential to the local undertaken.
community
Build an awareness of Marketing Campaign fit Visitor arrival increase Increased economic
Tourism destination, with the unique selling by % in Campione del activity of Campione
Campione del Garda proposition of Garda del Garda
Campione del Garda
(exclusivity of the
place, the privacy, the
eco-sustainability and
the luxury)
Increase visitor Visitor spend has Increased investor
arrivals through increased by %. activity in real-estate
appropriate marketing
strategies and
networking from the
major target markets
Encourage local and Commercial activity
foreign investment in has increased by %
the site infrastructural
development
Increase commercial
activity and visitor
spend in the village


8 BUDGETING

First Scenario: budget 2.4 MIL € (8 years)

Advertising
Fairs Others
2% Internet
8% 19%

Newspaper
19%

Magazines
52%


8 BUDGETING

FIRST SCENARIO
Year 1 Year 2 Year 3 Year 4 Year 5
Year 6 Year 7 Year 8
€ € € € € €
Magazines 135.691 135.691 € 143.491 € 143.491 143.491 143.491 143.491 143.491
€
Newspaper 27.000 € 37.000 € 86.000 € 86.000 € 57.000 € 47.000 € 29.000€ 19.000
€
Internet 54.500 € 63.500 € 63.500 € 63.500 € 54.500 € 50.500 € 50.500€ 45.500
Fairs € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000 € 5.000
€
Others 24.090 € 23.590 € 23.590 € 23.590 € 23.590 € 23.590 € 23.590€ 23.590
€ € € € € €
TOTAL 246.281 264.781 € 321.581 € 321.581 283.581 269.581 251.581 236.581
We spent the most of the budget on specialized magazines like Meer und Yachten or
Casa & Country. Online advertisement contains banners, pay per click on google
adwords and some adds on real estate websites. We also suggest to continue to take
part to the consortia of Riviera dei Limoni

8 BUDGETING

Second Scenario: budget 4.8 MIL € (8 years)
Advertising

Internet
10%
Sponsoring
29%
Magazines
26%

Personell
22% Newspapers
10%

Others
2%
Fairs
1%


8 BUDGETING

SECOND SCENARIO
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8
Magazines € 135.691 € 135.691 € 143.491 € 143.491 € 143.491 € 143.491 € 143.491 € 143.491
Newspaper € 27.000 € 37.000 € 86.000 € 86.000 € 57.000 € 47.000 € 29.000 € 19.000
Internet € 59.500 € 63.500 € 63.500 € 63.500 € 54.500 € 50.500 € 50.500 € 45.500
Fairs € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500 € 5.500
Sponsoring € 0 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000 € 200.000
Personnel € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859 € 131.859
Others € 13.090 € 12.590 € 14.590 € 14.590 € 14.590 € 12.590 € 12.590 € 12.590
TOTAL € 372.640 € 586.140 € 644.940 € 644.940 € 606.940 € 590.940 € 572.940 € 557.940

We used the same method as in the first case but we are more aggressive during the
whole 8 years. We hired personnel like a communication specialist, a public relation
officer and a advertising design officer. Sponsoring is also new in this campaign. We
chose to sponsor a cycling team for € 1.400.000

8 FUNDING

PROPOSAL

1. European Commission
LIFE is the EU‟s financial instrument supporting environmental and nature
conservation projects throughout the EU, as well as in some candidate,
acceding and neighboring countries. Since 1992, LIFE has co-financed some
3115 projects, contributing approximately €2 billion to the protection of the
environment

May 04TH 2010 The fourth LIFE+ call for proposals has been published, with
up to €243 million available for co-financing of projects under three
headings: nature and biodiversity; environment policy and governance; and
information and communication


CONCLUSION

Major Goals:

• Campione del Garda has to become a tourist Destination
• Build public awareness
• Create the appropriate marketing campaign

Target:
• 25-65 years old
• Countries: Italy, Germany, Austria and UK
• Young: water sports, low budget
• Mature: relax, medium-high budget


CONCLUSION

“MUST”:

• The keyword is to MIX, that means to segment different targets (young VS
mature), to offer them different accommodations and services.
• Work on a strong and targeted advertising campaign on a local level as well
to build the awareness
• Finish the works as soon as possible, to be able to offer a real product.
• The hotel has to be, as said before, a 4 star one and the prices have to be in
line with the competitors considering the service offered. (to offer in addition
all-inclusive packages is a way to attract people with a lower budget)
• Campione needs commercial activities and services (typical products shops,
tourist office, ATM etc)


CONCLUSION

ADDITIONAL POSSIBILITIES:

• To create a SPA center (mix)
• Tennis and golf course
• Open the sailing university
• The cableway could be a good idea
• Congress center to help the low season
• A climbing wall will attract a new niche of tourists


THANK YOU FOR YOUR
ATTENTION
AND REMEMBER…
ALL YOU NEED IS CAMPIONE!
Debellini Francesca
Ederle Carlotta
Hohenauer Diego
Lewis Wendy Ann
Liu Bo
Nordstrom Karin
Thijs Frank

Business Plan CAMPIONE DEL GARDA DESTINATION ANALYSIS Tutor Eng. E. Valdameri Master in Tourism Management – VI edition – 2009-2010

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Business Plan CAMPIONE DEL GARDA DESTINATION ANALYSIS Tutor Eng. E. Valdameri Master in Tourism Management – VI edition – 2009-2010