3rd Pillar “Competitiveness of productive systems "
Specific Objective 3.3 "Consolidation, modernization and diversification of territorial productive systems”.
Action 3.3.4 "Support to the competitiveness of the enterprises in the tourist destinations, through interventions of qualification of the offer and innovation of product/service, strategic and organizational”.
Sub-Action D “Promotion”
D.G.R. 1426 del 01/10/2019
Project Title “BIBIONE.DIGITAL INTERNATIONAL”
Thanks to the contribution POR FESR 2014-2020 of the Veneto Region, the project called "BIBIONE.DIGITAL INTERNATIONAL", allows to promote, develop and consolidate the tourist destination "BIBIONE" through the implementation of a series of common actions that the Consortium "Bibione Live - Consorzio di Promozione Turistica" and the consortium member companies adhering to the project have identified and considered strategic to promote the orientation of the tourist demand and international markets.
The Consortium has identified a series of interventions, especially in the German and Austrian international markets, which allow the conveyance of the offer especially in the spa and wellness in a broad sense.
The project consists of two macro areas: one concerning the development of technological infrastructure to support the management and promotion of tourism, the other, the development of a two-year digital marketing strategy program for the expansion and subsequent consolidation of the visibility of the tourist destination in foreign markets of reference in the field of wellness at 360 degrees: spa and healing area, vacation and outdoor wellness, etc. ....
The technological platform guarantees a direct communication with the tourist through a dynamic site, able to adapt to the needs of those who consult it. The site offers content contextualized to the section displayed, and filtered in real time based on the interests of the visitor. The personalization of the components also operates at a commercial level with product recommendation systems.
The implementation of Customer Relationship Management, allows to aggregate and analyze information at user level, managing targeted communications and build lists of contacts profiled on the basis of behavior and use of the site.
The modules for the analysis of the statistical data of the destination present in the project, allow, at various levels, to have precise information on the flows, the searches and the fruition of the territory, in order to orient the strategic choices at the base of the marketing activities towards the demand of the international markets promoting the offer in the wellness/terme field.
The digital marketing strategy program is developed through Search, Display, Social, and Retargeting campaigns on the main online digital networks, with focus on German, Polish, Hungarian and Czech language markets.
The promotion of the project's activities in the field of wellness, spas and outdoor vacations is also carried out through participation in trade fairs in the target markets.
The individual consortium members develop online advertising campaigns also individually, to support the promotion of the project activities, especially in the target markets.
The amount of the contribution granted, against an eligible expenditure of € 586,413.00, is € 293,206.50.
The main objective is the competitive strengthening of the entrepreneurial fabric and the enhancement of the destination and its territory, through innovation, development and diversification of digital systems in order to expand and consolidate a greater visibility of the offer "360-degree wellness", to reach new demand segments with future margins of growth and consolidate the targets already intercepted in international markets.
Another goal the project aims to achieve is to create value and strategies concerning tourism development and territorial marketing, through a greater visibility of the offer "360-degree wellness", in order to keep Bibione among the most desired seaside destinations and to extend the period of usability, encouraging potential tourists to evaluate this territory and its offer also and especially outside the classic bathing season.
Always focusing on quality, sustainable, responsible and accessible tourism.
The project allows therefore to create an integrated system of quality, sustainable, responsible and accessible tourism offer.