From Icelandverse to Milanese neighborhoods: destination marketing evolves with the world

In Inglese [traduzione simultanea]

Two best practices of destination marketing, one international and one Italian, compared. Iceland and Milan show us how to differentiate ourselves in an increasingly competitive world. A world in which destination marketing must also come to terms with a growing intersection between life and travel, that has to be interpreted in real time, between forced virtuality and new ways of enjoying destinations.

“Icelandverse” and “All you need is Iceland”, the most recent promotional campaigns of Promote Iceland, use new marketing languages with the awareness that in this particular period, in order to remain relevant, one must understand the changing needs of people and travelers to capture their attention while remaining top of mind and self-ironic.

This is the same objective of the most recent campaigns of Yes Milano, which by being people-centered and by analyzing their new needs continues to innovate in its value proposition and promotion, reconfirming itself as an adaptive destination, always on the cutting edge, innovative and appealing, as well described in the claim "Milan is never the same”.

Two best practices of destination marketing, one international and one Italian, compared. Iceland and Milan show us how to differentiate ourselves in an increasingly competitive world. A world in which destination marketing must also come to terms with a growing intersection between life and travel, that has to be interpreted in real time, between forced virtuality and new ways of enjoying destinations.

“Icelandverse” and “All you need is Iceland”, the most recent promotional campaigns of Promote Iceland, use new marketing languages with the awareness that in this particular period, in order to remain relevant, one must understand the changing needs of people and travelers to capture their attention while remaining top of mind and self-ironic.

This is the same objective of the most recent campaigns of Yes Milano, which by being people-centered and by analyzing their new needs continues to innovate in its value proposition and promotion, reconfirming itself as an adaptive destination, always on the cutting edge, innovative and appealing, as well described in the claim "Milan is never the same”.

Emma Taveri Coordinatrice 'Destination', Comitato Scientifico BTO; Assessore al Turismo, Comune di Brindisi; CVO, Destination Makers
Marco Minicucci Head of Strategy and Marketing Milano & Partners
Sveinn Birkir Björnsson Director of Marketing Communcations Business Iceland
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