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 favour the orientation towards the tourist demand and the international markets. The Consortium has identified a series of actions, particularly in the German and Austrian international markets, that enable the conveyance of the offer, especially in the spa and wellness sectors in a broad sense. The project consists of two macro areas: one concerning the development of the technological infrastructure to support tourism management and promotion, the other, the development of a two-year digital marketing strategy programme for the expansion and subsequent consolidation of the tourist destination's visibility in foreign markets in the all-round wellness sphere: spa and curative area, outdoor holidays and wellness, etc.... The technological platform guarantees direct communication with the tourist through a dynamic site, capable of adapting to the needs of those who consult it. The site offers content contextualised to the section displayed, and filtered in real time on the basis of the visitor's interests. The customisation of the components also operates on a commercial level with product recommendation systems. The implementation of Customer Relationship Management makes it possible to aggregate and analyse information at user level, managing targeted communications and building profiled contact lists based on behaviour and site use. The modules for the analysis of the destination's statistical data present in the project, allow, at various levels, to have precise information on flows, searches and fruition of the territory, in order to orient the strategic choices at the basis of the marketing activities towards the demand of the international markets by promoting the offer in the wellness/terme sphere. The digital marketing strategy programme is developed through Search, Display, Social, and Retargeting campaigns on the main online digital networks, with a focus on the German, Polish, Hungarian and Czech-speaking markets. The promotion of the project's activities in the wellness, spa and outdoor holiday sector is also realised through participation in trade fairs in the target markets. The individual consortium members also individually develop online advertising campaigns to support the promotion of the project activities, especially in the target markets. The amount of the contribution granted, against eligible expenditure of € 586,413.00, is € 293,206.50.