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Bologna Welcome | Focus Cina | Maggio 2017

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UN PROGETTO PILOTA, BOLOGNA
Stefano D’Aquino
Bologna Welcome

"Focus Cina"
Bologna | Palazzo Isolani | 18 maggio 2017
http://www.peremiliaromagna.it/focus-cina/

Coordinamento scientifico
BTO Educational

Il pomeriggio del 18 maggio è costruito su un Focus Paese: la Cina.

Bologna scelta non casuale per ospitare questo focus dato che è la prima città italiana certificata “Welcome Chinese”, grazie a un protocollo d’intesa firmato lo scorso 11 marzo tra il Sindaco e l’Ambasciatore Cinese in Italia.

L'obiettivo di questo progetto è quello di incentivare le pratiche di ospitalità e di accoglienza per i turisti cinesi ed in particolare supportare l'acquisizione della Certificazione “Welcome Chinese” da parte dei soggetti operanti a Bologna nell'ambito della promozione ed accoglienza turistica (aeroporto, trasporti, servizi di informazione ed accoglienza turistica - IAT, sistema museale, alberghi, ristorazione)

“Welcome Chinese” vuol dire Bologna anche impegnata a sensibilizzare i ristoratori della città nel dotarsi di menù tradotti e accettare le carte di credito cinesi, favorire la capacità di essere sui social media utilizzati in Cina e altre leve, solo apparentemente “curiose”, come la possibilità per i turisti di avere acqua calda gratuita nei ristoranti.


L’obiettivo di questo pomeriggio è restituire al pubblico di Palazzo Isolani elementi di conoscenza su:

• Strategia “governativa” per la valorizzazione del patrimonio materiale e immateriale del nostro Paese verso la Cina, una serie di progetti/accordi che hanno ricadute, naturalmente, anche turistiche. Una delle principali tappe di questo percorso è l’accordo governativo di settembre 2016 con Alibaba Group – il principale player di e-commerce cinese – per la protezione e la valorizzazione del Made in Italy agroalimentare, anche e soprattutto come risposta per contrastare l’italian sounding.
• Strategie dell’Agenzia Nazionale del Turismo ENIT per l’ingaggio dell’Italia verso il mercato cinese, tappa importante di questo percorso l’accordo con Alitrip, piattaforma leader nel settore di prenotazione dei viaggi online e parte dell’ecosistema di Alibaba Group, siglato a febbraio 2017.
• Il “turista cinese”, regole per un’accoglienza capace di soddisfare tutte le esigenze. Una “Cassetta degli Attrezzi” rivolta prevalentemente agli operatori della lunga filiera turistico ricettiva, in particolare quella alberghiera, e quella del food.

Publicado en: Marketing
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Bologna Welcome | Focus Cina | Maggio 2017

  1. 1. FOCUS PAESE CINA UN PROGETTO PILOTA, BOLOGNA Stefano D’Aquino Bologna Welcome
  2. 2. LA CERTIFICAZIONE
  3. 3. La strategia si basa su due aspetti: üMade in China by Chinese üDevelop B2B bridges in hospitality industry I 4 “pilastri” in Cina 2017 Travel Fair and Sales Missions Welcome Chinese partecipa alle 3 principali fiere turistiche per promuovere le aziende certificate: - COTTM Beijing in March 2017 - ITB Shanghai in May 2017 - CITM Kunming in November 2017 Attività di digital marketing: - Social Media Marketing - Display Advertising - Search Marketing (Seo, Adwords, Search Advertising) - Paid Search Distribution Communication PublicRelations ChineseUSP Le attività di comunicazione e promo-commerciali in Cina
  4. 4. I benefit Online Training - Lobster ink Business Intelligence GlobalData Union Pay Ctrip hotel & restaurant promo Qunar Emailing WCN TA/TO database Translation 1’000 words Wechat & weibo WCN WCN newsletter Hychinese.com La visibilità del brand Bologna in Cina
  5. 5. UnionPay Intl app : 1 millions followers Ctrip : 1 billion apps downloaded Qunar: over 1 billion apps and 100k+ Page views per article Wechat WCN account Weibo WCN account La comunicazione integrata – Union Pay, Qunar, Ctrip, Wechat & Weibo
  6. 6. HYCHINESE.COM La comunicazione integrata – Hychinese.com
  7. 7. ALCUNE AZIENDE CERTIFICATE
  8. 8. IL SITO: http://www.bolognawelcome.com/cn/
  9. 9. I MATERIALI GiA’ REALIZZATI
  10. 10. LA MAPPA TURISTICA
  11. 11. IL FLYER COMMERCIALE - I
  12. 12. IL FLYER COMMERCIALE - II
  13. 13. IL FLYER COMMERCIALE - III
  14. 14. IL FLYER COMMERCIALE - IV
  15. 15. IL CATALOGO COMMERCIALE
  16. 16. LA BROCHURE ISTITUZIONALE - I
  17. 17. LA BROCHURE ISTITUZIONALE - II
  18. 18. … FICO Eataly World 我们的内部景观
  19. 19. ►探访40家农产品工厂,近距离观 察肉制品、鱼制品、奶酪、意面、油 品、糖品、啤酒等是如何生产的。 了解食物生产 ►享受FICO旗下40家餐厅和点 心店。 ►探访2公顷露天田野和基地, 你将能看到超过200种动物和 2000种栽培植物。 ►精心装修的会议中心方便您轻松 举办1000人的会议。 寓教于乐 ►我们会在这里的教室、剧院和学习 场地举办30场活动和50场不同的 课程。 搭乘观光车 ►搭乘观光车,游览6个大型主题目 的地:火、土地、海洋、动物、酒、 未来。 探索意式农业 品尝传统意式美食 计划你的会议 1 2 3 6 5 4 在80,000平方米的土地上与漫长的生产线中,FICO将会给你带来无限乐趣和富有教育意义的体 验。 FICO Eataly World 在这里收获独一无二的体验
  20. 20. FOCUS PAESE CINA I PROSSIMI STEP
  21. 21. Bologna Welcome DMC Stefano D’Aquino Sales Executive Tel. + 39 051 65 83 141 Mobile +39 3349374330 sales@bolognawelcome.it xièxie

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