Transcript Tourism Branding Project – Gozo, Malta - TC

The Island of Gozo
Tourism Branding Project
The Brand of Gozo
Aims
 To exploit economically the strength of Gozo’s image in
order to safeguard the artistic and natural heritage of
the town
 To promote worldwide the new official brand of the
town
 To promote the image of the town communicating its
values:
 its uniqueness, art, history
 the quality of life and its socio-cultural dynamism
 its innovative and creative spirit
 To foster commercial alliances between the licensee of
the Gozo brand
 To create an official, unique and “not counterfeit”
“presence” of Gozo in different countries in the world
The Brand of Venice & Capri
Equivalent Branding Projects
A brand for Venice and Capri Municipalities
Art direction: Philippe Starck

Design: Thibeaut Mathieu

Date of presentation: October 2003
Logo's Brand
Artists
Costa, the ex Major of Venice
presents the new brand of the
city to the president of Italian
Republic, Carlo Azeglio Ciampi
Philippe Starck and the designer
Thibeaut Mathieu present the
new brand of Venice to the press
The Brand of Gozo
Background
A brand for Gozo

Art direction:

Design:

Date of presentation:
Gozo, which in Maltese is called Għawdex (pronounced: Awdesh), is a derivation of
other older names such as Gaulos. It has an area of 67 square kms, is 14 kms long and
7 kms wide. With a coastline of 43 km, it is the second largest island of the Maltese
Archipelago that, together with the smaller isle of Comino and the main island of Malta
form the Republic of Malta. Gozo is popularly called The Island of Calypso, that is a
nickname originating from the Greek mythological location of Ogygia referred to in
Homer's Odyssey. In this epic poem, the fabled island was controlled by the nymph
Calypso, who had detained the Greek hero Odysseus for seven long years as prisoner of
love.
The brand of Gozo
The structure of the brand
Friends of Gozo
Gozo
Image
Association
Product category
Sub-brand
Services
(communication)
Gozo Hospitality
Beaches
(communication)
Gozo Leisure
History & Architecture
(communication)
Gozo Culture
Traditional Activities
(communication)
A open door in the five continents
Gozo
• Food
• Wine
Gozo Ecological
Homeware / Tableware
• style
• Romanticism
Gozo Events
Café – Restaurant - Hotels
wine, coffee, grappa, …
enogastronomic products
Gozo café
Gozo Tastes
and Flavours
License Agreement
Licensee (Tourism Operator) of the brand of Gozo will sell the services
and the travel packages of the Island of Gozo with an exclusive right
for their own country/market:
 with reference to hospitality services
 with reference to the services of the city of Gozo touristic services
 the licensee tour operators will directly issue the VIP’s Gozo Card*
 with reference to participation in the events organized by the
village’s Municipalities / Local Councils
 with reference to contacts with the entrepreneurial forces and the
representatives of the regional institutions
Advantages:
Territorial Exclusivity for the project (1, 2 or 3 years)
Possibility to promote on the local market the partnership with the
Municipality
The brand of the TO will be promoted on the official web site
Costs:
Payment of a flat fee (a)
Payment of royalties calculated on the packages sold + fee (b)
Hospitality Services
 The Licensee Tour Operators of the Gozo
brand will receive benefits from hotel chains and from
Gozitan tourist associations
 The Licensee Tour Operators of the Gozo brand will
receive benefits such as some exclusive services at the
arrival and departure, even
with simultaneous
interpreting services
 The Licensee Tour Operators will receive benefits on
the organization of special city tours to discover the
secret places of Gozo (Palaces, theatres, Basilicas etc …)
Gozo Touristic Services
The licensee Tour Operators will have an “exclusive
availability” of seats/invitations/tickets for all great
events and representations taking place at:
Astra theatre
Aurora theatre
Astra Theatre
Mediterranean Cultural Festival
Exhibitions on visual arts and architecture
Gozo by Night (with the possibility to have a
dinner by candlelight)
The licensee Tour Operators will have the opportunity to
sell the VIP’s Cards*
Aurora Theatre
Gozo Touristic Services
The licensee Tour Operators will receive benefits for the
organization of:
 Cocktails at the Museums / Folklore / Heritage sites
 Exclusive sightseeing itineraries on Gozitan
Daghjsa, Helicopter and / or Sea Plane service.
 Licensed tour operators will be listed on a
dedicated section on the official Local Council’s
web site. It could be possible insert the tourists’s
photos in a special web site section
 Visits at local sites accompanied by the city Lord
Major
 “tasting itineraries” of the Gozitan’s specialties
 Guided visit to discover the local craftsmanship
(Murano glass, lace, filigree etc….)
 Meeting with the Museum Director of Citadella
Gozo Touristic Sites
ĠGANTIJA TEMPLES
MUSEUM OF ARCHAEOLOGY
THE CITADEL
OLD PRISONS
OUR LADY OF LOURDES
XERRI’S GROTTO
FOLKLORE MUSEUM
TA' KOLA WINDMILL
OUR LADY OF SOLEDAD
The Citadel
NATURAL SCIENCE MUSEUM
GĦARB FOLKLORE MUSEUM
THE AQUADUCTS
Gozo Product
Historical Note
Museums
Archaeological
Folklore
Natural Science
Old Prison
Ta’ Kola Windmill
Museum of Toys
Maritime Museum
Gharb Folklore Museum
Attractions
Churches
Fortifications
Charles
Historical Buildings
Niches
Natural Caves
Archaeological Sites
Ggantija Temples
Santa Verna Temple
Ta’ Ghejzu Cave
Borg L-Imramma Cave
Ta’ Marziema Temple
Tal-Qieghan
The North Cave
The Xaghra Circle
Ghar il-Mixja
Gebla Tas-Sansuna
Qala Standing Stone
In-Nuffara
Tac-Cenc Tombs
Cart Ruts
Wardija Nymphaens
Roman Domus at Ramla
Dawwara Standing Stone
San Dimitri
L-Imrejzbiet
Beaches
Ramla
Marsalforn
Xlendi
Dwejra
Hondoq ir-Rummien
Mgarr is-Xini
Dahlet Qorrot
San Blas
Ix-Xatt l-Ahmar
Transport
By Sea- Gozo Channel
Sea Plane
Public Transport
Private Boats
Helicopter Service
Traditional Activities
Bakeries
Blacksmith
Local Shepherd
Weaving
Fishing
Agriculture
Country Side
Xlendi Valley
Lunzjata Valley
Tas-Salvatur Hill
Ghasri Valley
Population
Gozo's history is twined up in the general story of its sister Island of Malta.
As a result, Gozo shared the same influences of cultures bestowed on by
the number of dominators and events that touched the Maltese Islands
during the last seven thousand years.
Until now, pre-historic archaeological remains in the Maltese Islands date
back to some 5000 B.C. and the oldest ones were discovered in Gozo. This
makes sense when one considers that man first arrived in Malta from
Sicily, being the closest land, just over 88 kilometres to the North of Gozo.
In this early age, man had enough skill and courage to construct the
Ġgantija temples that we find in Xagħra, and other Neolithic temples
dating between 4100-2500 BC.
History starts with the Phoenicians, the famous Mediterranean traders
from today's Lebanon who introduced cloth dyeing and maritime trade.
Their close relatives, the Carthaginians, superseded them and, after the
three Punic Wars, our islands became part of the Roman Empire. The
Roman era had also followed a brief period of Greek influence. The
Romans introduced the code of law and used our islands as a hub for
honey and olive oil exports.
Christianity was brought to Malta and Gozo in 60 A.D. by St. Paul, but was
consolidated under the Byzantines, from the Eastern Roman Empire. In the
late 9th Century A.D. the Arabs after taking Sicily took control of the
Maltese Islands. They introduced the Water Mill and the cotton plant that
proved to be the mainstay of the islands' economy for centuries to come.
The Arabs influenced our present language, gave us the present names of
Malta and Ghawdex (Gozo), together with the oldest village and family
names.
The Normans re-established Christianity in Malta and Gozo in 1090. Then
followed a period when the new masters of the Maltese islands came, in
turn, from the aristocracy of Germany, France and Spain: the Swabians
(1194); the Angouvins (1268); the Aragonese (1283) and finally, the
Castilians (1410). The two islands were often leased in fiefdoms, the same
as the contemporary feudal system practised throughout Europe. There
are few records about this feudal period, but in Gozo, the Angouvins had a
cemetery in today's Victoria, where various French nobles and crusader
casualties were believed to be buried. Several tombstones and artefacts
from the period were saved from destruction and could still be found at
the Museum of Archaeology in Victoria.
Gozo was first inhabited before the Neolithic Period (ca. 4th Millenium BC). Even so, according to archaeological
finds, this means that Gozo received its first inhabitants from Sicily before mainland Malta. Today's Gozitan has
typical Mediterranean features that closely match with Spanish or Italian looks. Gozitans are renowned hardworkers, religiously influenced and with an admirable sence of hospitality. The population of Gozo stands at
about 31,000 and is distributed amongst Victoria and the surrounding thirteen villages
Individualised Tour
Operator’s VIPs Card*
 The VIP’s Card gives the opportunity to book different
service with priority and to obtain from 5% to 20%
discount (Dinners at the restaurants, shopping buying,
etc.)
 The Licensee Tour Operator of the brand will be granted
the availability of seats/invites for the events organized
from Local Councils / Municipalities
 Creation of a dedicated version of a Personalised VIP
cards offered to the licensed Tour Operator’s tourists
Explore the true colours of
Gozo through these sites
and means of transport
Gozitan Merchandising
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Proposal to the
Licensee Tour Operator
 The Tour Operator will sign a licensing agreement with
Gozo Business Chamber (either fixed fee licensed
negotiable agreement or based on royalty or a variable
cost agreement)
 The Tour Operator will distribute in its country,
exclusively, the special tourist services/packages
prepared in partnership with Gozo Business Chamber on
behalf of Local Councils / Municipality
 The Tour Operator will buy the official Gozo travel kit to
give to its clients
Business Branding Model
License Agreement
Central Government
Local Government
Project Management
Fee / Royalties
€£¥$
Tourism Operator
Coordinating Activities
LA QUINTA HEAD OFFICE
Corso Plebisciti, 15,
20129 Milano, Italia
Tel. +39 02 7385353
[email protected]
LA QUINTA (MALTA) LTD.
Base Office for: Albania; Algeria; Cyprus; Egypt; Gibraltar; Greece: Lebanon;
Libyan Arab Jamahiriya: Monaco; Morocco; Portugal, Tunisia & Israel
13, Curate Fenech Street,
Birzebbugia BBG 03, Malta
Tel. +356 9933 3088; +356 21 654567; +356 21 417889
Fax. +356 21 650913; +356 21 662034
[email protected]
[email protected]