Transcript The City Brand of Venice Exclusive Venice Travel Project The Brand of Venice Aims  To exploit economically the strength of Venice’s image in order.

The City Brand of Venice
Exclusive Venice Travel Project
The Brand of Venice
Aims
 To exploit economically the strength of Venice’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 Venice brand
 To create an official, unique and “not counterfeit”
“presence” of Venice in different countries in the world
The Brand of Venice
Background
A brand for Venice

Art direction: Philippe Starck

Design: Thibeaut Mathieu

Date of presentation: October 2003
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 Venice
The structure of the brand
Friends of Venice
Venice
Image
Association
Product category
Sub-brand
Water
(communication)
Venice Channel
Historical architecture
(communication)
Venice Channel
History
(communication)
Venice Channel
Cultural events
(communication)
Venice Channel
A open door in Far East
Itay
Dimore dei Dogi
Homeware / Tableware
• style
• Romanticism
• Food
• Wine
Café - Restaurant
wine, coffee, grappa, …
enogastronomic products
Venezia café
Sapori di Venezia
License Agreement
Licensee (Tour Operator) of the brand of Venice will sell the services
and the travel packages of the city with an exclusive right for their
own country/market:
 with reference to hospitality services
 with reference to the services of the city of Venice touristic services
 the licensee tour operators will directly issue the VIP’s Venice Card*
 with reference to participation in the events organized by Venice
Municipality
 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 Venice brand will
receive benefits from hotel chains and from Venetian
tourist associations
 The Licensee Tour Operators of the Venice 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 Venice (Palazzo Ducale, The Segrete, Cà
Rezzonico, Scala Contarini del Bovolo, The Orologio, The
Basilica)
Venice Touristic Services
The licensee Tour Operators will have an “exclusive
availability” of seats/invitations/tickets for all great
events and representations taking place at:
La Fenice theatre
Goldoni theatre
Venice Film Festival
Vernissage on visual arts and architecture
Venice Casino (with the possibility to have a
dinner by candlelight)
The licensee Tour Operators will have the opportunity to
sell the VIP’s Cards*
Venice Touristic Services
The licensee Tour Operators will receive benefits for the
organization of:
 Ccocktails at the Musei Civici
 Exclusive sightseeing itineraries on Gondola
 Licensed tour operators will be listed on a
dedicated section on the official Municipality’s
web site. It could be possible insert the tourists’s
photos in a special web site section
 Visits at Cà Farsetti accompanied by the city Lord
Major
 “tasting itineraries” of the Venetian specialties
 Guided visit to discover the local craftsmanship
(gondolas, Murano glass, Venetian masks)
 Meeting with the Museum director of Cà Rezzonico
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 Venice Municipality
 Creation of a dedicated version of a Personalised VIP
cards offered to the licensed Tour Operator’s tourists
Venice Merchandising
Proposal to the
Licensee Tour Operator
 The Tour Operator will sign a licensing agreement with
Venice Municipality (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 Venice Municipality
 The Tour Operator will buy the official Venice travel kit
to give to its clients
Business Model
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]