Perugia’s Chamber of Commerce and Sviluppumbria working together to promote tourism in Umbria

Sviluppumbria’s General Manager Mauro Agostini and the President of the Chamber of Commerce of Perugia Giorgio Mencaroni presented the Agreement signed by the two bodies to promote Umbria as a cultural tourism destination, raising the profile of “Brand Umbria” at a national and international level, through web campaigns on the regional tourism portal umbriatourism.it.

The agreement aims to further the process of quality improvement of the Umbrian tourist offer, in line with the evolution of market demand, which is sensitive to the growth of the web as a tool for researching a destination and self-organization of travel. It is acknowledged that much can still be done to fill the gaps in cultural heritage information and of what Umbria offers, and that existing online information channels can be better used for promotional purposes.

Mauro Agostini stressed that the Agreement commits the two parties to the development and promotion of incoming tourism "represents a further confirmation of the commitment made by Sviluppumbria in tourism and in its activities in general, thanks to the collaboration established with private actors in the region, and an important recognition of the value of the tourism portal, which Sviluppumbria has managed since 2015".

Brand Umbria will be promoted globally through web campaigns using the Region's official portal, UmbriaTourism, following a plan that Sviluppumbria and the Chamber of Commerce tested successfully in May.

The Agreement sets very tight deadlines for the action. The web advertising starts on 7 June and will run until 31 October. Sviluppumbria will manage the entire activity to carry out the campaign on the umbriatourism.it portal.

Four promotion campaigns are planned:

• EU foreign market to reach the target countries with a Summer/Autumn Display campaign, distributed between the promotion of the Umbria brand and with a specific focus on Booking here (remarketing);
• Italian market: Italy summer display campaign; social media campaign for lead generation and conversions (click on the portal);
• Market for Italy - EU plus New York, California and Texas: Search campaign in 3 languages. The search will help to translate the interest generated by Brand Awareness campaigns with the Display into concrete actions, focusing them on the main activities of the region;
• Social: Italy and EU market, with editorial themes established by the technical panel