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APT Basilicata
The undiscovered jewel of Italy waiting for you!
Basilicata is a region of Southern Italy that has been largely untouched by tourism. “Still waiting!”
was the first campaign created by the redPepper team to begin the journey of discovery as
Basilicata emerges as a jewel in the crown for adventurous UK tourists eager to be the first to
claim a new spot in the sun and culture. redPepper is the UK Marketing team for APT Basilica,
the regional Tourist Board. Our objectives are:
- Position Basilicata as a holiday destination for UK tourists.
- Educate and increase awareness of the region amongst tour operators and the UK public
- Achieve regular coverage in national and regional press and specifically travel supplements
- Create a UK website for Basilicata and implement a CMS (Content Management System)
- Launch a Social Media Marketing campaign to support traditional marketing methods and increase the number of visitors to the website. - blogs Facebook, twitter, flickr
redPepper have worked alongside designers to create a unique brand, and compelling content to draw UK visitors to the region. The Tourist Board recognise that each European country chooses and buys holidays in a different way, so in a most progressive more has appointed a local marketing agent for each country. This has given us the opportunity to create marketing materials specifically for the UK market including a UK website, promotional brochure and social media campaign. Additionally, the redPepper team have arranged domain name purchase and hosting for all country websites enabling economies of scale to be achieved whilst retaining a country specific focus.
The UK website – www.discoverbasilicata.com/uk - features extensive information about the area and details the cultural, historic and scenic highlights of the stunning region. The website is the anchor for all marketing materials; it serves as a point of reference for the UK consumer base and trade contacts to access a wealth of information about the area. The social media campaign has attracted good numbers of fans and friends of Basilicata and points visitors to the website, increasing awareness and tempting people to visit the region, “You could be exploring the caves of Matera now – or sipping wine in a sun-soaked mountain village – when are you going to Basilicata?”
An extensive media relations campaign has resulted in high profile editors from Grazia magazine, BBC Lonely Planet, The Daily Mail and TV3 visiting the region as well as many other publications accepting contributions for editorial features. The media coverage has contributed to increased website traffic and an increase in the number of UK visitors considering and purchasing holidays in the region.
The redPepper team are hands on professionals, at the biggest UK trade event for the travel industry, World Travel Market 2009 you would have found the team selling the region to tour operators and press members, building on our successful year of marketing for APT Basilicata.
"We’re very happy to be working with redPepper. They have already produced an English language website for us and are working on some exciting projects which will help us to really launch our region to the British market."
Gianpiero Perri, Director at APT Basilicata
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