Transforming a forgotten jewel into a sustainable destination.
Making this beautiful and unspoiled alpine valley a sustainable destination
Starting Point
Valle Maira has long been an insider tip, a “forgotten” destination of untouched nature and immense beauty, for adventurous mountaineers and nature lovers in-the-know. When approached by our client, the Consorzio Turistico Valle Maira, we understood right from the beginning what a jewel this authentic destination with its rich culture, unspoiled nature and deep tradition truly was. But at the same time, also understood our responsibility in developing the destination with a conscious, sustainable and slow approach, protecting the natural and cultural assets and avoiding the over-tourism plaguing other alpine valleys.
That’s where our journey began: to transform a forgotten jewel into a green destination for conscious travellers, nature lovers and outdoor adventurers. With an emphasis on slow tourism and sustainable tourism.
Destination
- Trend and field analysis to clearly define strengths, opportunities and market potential
- Definition of destination concept, positioning and long-term strategy
- Activation of the newly-defined destination concept through brand, sales and marketing activities
- Support in MApping out, creating and activating the new Valle Maira brand and website
RoadMAp
Destination Concept
Concept Development
Together with our client we defined the basics of the destination and performed a thorough field and market analysis involving various stakeholders of the destination. Once the research phase was completed, the strengths determined and new potential uncovered, a new concept was defined focusing on five key pillars: sport, nature, culture and tradition, gastronomy and, above all else, sustainability. With those pillars as our base, we created a sustainable destination strategy for the next years and broke it down step-by-step into actionable plans and processes.
Destination Branding
Brand Development
As part of the sustainable concept activation, we supported our client with defining a new brand identity that expresses the new and sustainable positioning.
How we did this was by searching for matching partners, supporting in the creation of the RFP, briefing the chosen agencies. And, in partnership with the array of wonderful partners, agencies, contributors, etc., we also helped in defining and creating the new, sustainable brand.
Destination Marketing
Sales + Marketing Support + Strategy
Since the beginning of the collaboration, we have supported our client with sales and marketing activities, such as setting up the social media channels. We have also consulted and supported with the development of the website by structuring the website, helping with decision making, and aligning all parties in bringing it all to life. With so many parties involved, and the inherent complexity of destinations, co-creation has been key and MAp's primary role has been to facilitate and provide direction for all who had a hand in making it happen.
#SimplyValleMaira
Thank you to the Consorzio Turistico Valle Maira for inviting us to pave the way for Valle Maira's green future. We welcome travellers to visit and explore this stunning and untouched sustainable destination.