{"id":19158,"date":"2020-04-29T21:11:32","date_gmt":"2020-04-29T19:11:32","guid":{"rendered":"https:\/\/www.travel-insight.fr\/promoting-a-tourist-destination-with-influencers-the-case-of-italys-tourist-office\/"},"modified":"2020-04-29T21:11:32","modified_gmt":"2020-04-29T19:11:32","slug":"promoting-a-tourist-destination-with-influencers-the-case-of-italys-tourist-office","status":"publish","type":"post","link":"https:\/\/www.travel-insight.fr\/en\/promoting-a-tourist-destination-with-influencers-the-case-of-italys-tourist-office\/","title":{"rendered":"Promoting a tourist destination with influencers: the case of Italy&#8217;s tourist office"},"content":{"rendered":"<p style=\"text-align: justify;\">Italy, our border neighbor, is a <a href=\"https:\/\/www.travel-insight.fr\/relancer-lattractivite-dune-destination-avec-loffice-du-tourisme-calvi-balagne\/\">very popular destination for French tourists<\/a>.<br \/>\nThe popularity of its regional capitals is well established: Rome, Venice and Milan are victims of their own success, and are even affected by mass tourism.<br \/>\nHighlighting new territories, or engaging destinations with a strong reputation towards more responsible and authentic tourism, are issues that are addressed by the Italian National Tourist Office.  <\/p>\n<p style=\"text-align: justify;\">Let&#8217;s meet Federica Galbesi, Director of ENIT in Paris, with whom we worked on these themes through 4 influence operations.<\/p>\n<hr>\n<ul style=\"text-align: justify;\">\n<li><strong><em>Can you introduce yourself and tell us more about your position at the Italian National Tourist Board?  <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><img decoding=\"async\" class=\"size-medium wp-image-2984 alignleft\" src=\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/04\/travel-insight-promotion-destination-touristique-influenceur-300x151.png\" alt=\"\" width=\"300\" height=\"151\" srcset=\"https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/04\/travel-insight-promotion-destination-touristique-influenceur-300x151.png 300w, https:\/\/www.travel-insight.fr\/wp-content\/uploads\/2020\/04\/travel-insight-promotion-destination-touristique-influenceur.png 596w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>I&#8217;m Director of the Italian National Tourist Office.<br \/>\nWe&#8217;re responsible for <a href=\"https:\/\/www.travel-insight.fr\/les-blogueurs-voyage-en-mission-pour-les-destinations-francaises\/\">promoting Italy as a tourist destination on the French market<\/a>.<br \/>\nTourism is one of the most important sectors of the Italian economy.<br \/>\nSince 2015, ENIT has had the status of a public economic entity under the control of the Ministry of Cultural Assets and Activities and Tourism.   <\/p>\n<ul style=\"text-align: justify;\">\n<li><strong><em>What clich\u00e9s does Italy face, and what are the challenges ahead?  <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">One of ENIT&#8217;s main challenges is to spread tourism throughout the country, and thus to turn away from the more well-known cities to see them in a different, and above all more responsible, way.<br \/>\nIn this way, we hope to encourage the development of sustainable tourism in Italy by encouraging French tourists to change their travel habits. <\/p>\n<ul style=\"text-align: justify;\">\n<li><strong><em>You carried out an influencer campaign with various French influencers in several Italian regions (Venice, Milan and Turin, Urbino and the Basilicata region). What were the objectives of this operation?  <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">The main objectives of these influencer operations were to rejuvenate Italy&#8217;s target audience by reaching younger people on social networks via the influencer community, and to develop the destination&#8217;s visibility and brand awareness.<\/p>\n<p style=\"text-align: justify;\">The campaign was carried out in 2019 in collaboration with Travel Insight and <a href=\"https:\/\/www.voyagescouture.com\/\">Voyages Couture, a travel agency specializing in the organization of tailor-made trips<\/a>.<br \/>\nThey were in charge of all the organizational aspects (reservations, creation of the travel log&#8230;). <\/p>\n<p style=\"text-align: justify;\">The operation organized in Venice with <a href=\"https:\/\/www.youtube.com\/user\/leaencorejunior\">L\u00e9a Camilleri<\/a>, a Youtuber with 512,000 subscribers on her channel, highlighted another facet of Venice that is still little known to tourists.<br \/>\nThe challenge is to change the clich\u00e9s of the destination to preserve the beauty and authenticity of the city, while reducing mass tourism.<br \/>\nOne example is the hordes of tourists who flock to the Bridge of Sighs, one of the city&#8217;s most emblematic landmarks, even though Venice has so much more to offer its visitors.  <\/p>\n<p><div class=\"video-container\"><iframe src=\"https:\/\/www.youtube.com\/embed\/BKFATgc16k4\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div><\/p>\n<p style=\"text-align: justify;\">We also called on <a href=\"https:\/\/www.instagram.com\/carol_ananas\/?hl=fr\">Carolananas<\/a>, who spent 4 days discovering Urbino and Gradara.<br \/>\nTwo Italian cities with a strong artistic and historical heritage.<br \/>\nThe objective?<br \/>\nTo highlight the town where Raphael (Raffaello), the famous Italian painter, was born and lived part of his life, as 2020 represents the <sup>500th<\/sup> anniversary of his death.<br \/>\nA great opportunity to showcase the Marche region.<br \/>\nDuring the operation, Carolane published content using the hashtags #raffaello500, #treasureitaly and #italietourisme.     <\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/www.youtube.com\/watch?v=Y31y-nrzcf4\">Guillaume Ruchon and Rapha\u00ebl Simacourbe<\/a> then headed off to Milan and Turin.<br \/>\nTurin has been elected City of Cinema in 2020, so they visited the Cinema Museum and its famous panoramic elevator, which celebrates its <sup>20th<\/sup> anniversary in 2020.<br \/>\nWhat&#8217;s more, to mark the 500th anniversary of Leonardo Da Vinci&#8217;s death in 2019, they had the chance to discover a unique exhibition at the Castello Sforzesco in Milan.  <\/p>\n<p style=\"text-align: justify;\">And finally, the last operation in this campaign was carried out in collaboration with <a href=\"https:\/\/www.youtube.com\/watch?v=dmrSAm5M1Is\">the Droners<\/a>, a couple of travel influencers.<br \/>\nThey flew to Basilicata, to promote this region of Italy located in the south of Italy between Calabria and Puglia.<br \/>\nIn particular, they created content to highlight Matera, a town carved entirely out of limestone and a UNESCO World Heritage Site, as well as the Baroque towns of Nardo and Lecce.<br \/>\nThe aim?<br \/>\nIntroduce the French to these splendid yet little-known destinations, and enable Italy to spread tourism across its various regions.    <\/p>\n<ul style=\"text-align: justify;\">\n<li><strong><em>How did you measure the impact of this influencer campaign?<br \/>\nUsing which KPIs?   <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">The results of the campaign were positive.<br \/>\nThese were measured by the following KPIs: The number of likes, comments, shares, impressions and reach.<br \/>\nWe also took into account the number of times articles were read and the number of views of videos published on Youtube.<br \/>\nHowever, the Office doesn&#8217;t make any sales, so the results are difficult to quantify, and are therefore referred to as ROE (return on engagement).   <\/p>\n<ul style=\"text-align: justify;\">\n<li><strong><em>In the future, would you like to use influencers again?  <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Probably yes, but not just yet.<\/p>\n<ul style=\"text-align: justify;\">\n<li><strong><em>Travel Insight helped you set up an influencer campaign.<br \/>\nHow did you benefit?   <\/em><\/strong><\/li>\n<\/ul>\n<p style=\"text-align: justify;\">This allowed us to centralize the operation and not get bogged down in procedures.<br \/>\nThe agency was with us from the outset, i.e. selecting the influencers, which enabled us to discover new influencers we hadn&#8217;t thought of, to creating and negotiating contracts with these influencers, right through to monitoring the organization, making sure everything ran smoothly, and finally analyzing the impact of the operations. <\/p>\n<p style=\"text-align: justify;\">Although we missed the contact with the influencers because everything was handled from A to Z by the agency, this first collaboration was positive.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Italy, our border neighbor, is a very popular destination for French tourists. The popularity of its regional capitals is well established: Rome, Venice and Milan are victims of their own success, and are even affected by mass tourism. Highlighting new territories, or engaging destinations with a strong reputation towards more responsible and authentic tourism, are&hellip; <a class=\"more-link\" href=\"https:\/\/www.travel-insight.fr\/en\/promoting-a-tourist-destination-with-influencers-the-case-of-italys-tourist-office\/\">Continue reading <span class=\"screen-reader-text\">Promoting a tourist destination with influencers: the case of Italy&#8217;s tourist office<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":12340,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[554,725],"tags":[],"class_list":["post-19158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencer-relations","category-testimonials","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Promoting a tourist destination with influencers: the case of Italy&#039;s tourist office &#8211; 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