Publish Time:2020-10-10 17:36:37Source:turismoroma
【Introduction】:In collaboration with tourism sector associations, Rome’s Municipality officially launched the campaign for the release of the #RomeSafeTourism conformity label, as part of a number of shared strategies to relaunch Rome as a leading travel destination.
In collaboration with tourism sector associations, Rome’s Municipality officially launched the campaign for the release of the #RomeSafeTourism conformity label, as part of a number of shared strategies to relaunch Rome as a leading travel destination. The first step was the creation of a Register of companies responsible for certifying that accommodation facilities and city businesses fully implement the COVID-19 national and regional health protocols. Hotels, b&bs and guest houses, but also pizzerias, restaurants and cafes, shops, hairdressers and beauticians, grocery stores, gyms and museums can request the conformity label: the graphic chosen for the logo, an open suitcase with the “safe” label, is intended to be a symbol of an open, welcoming and safe tourism.
Safety, sustainability and quality are the key concepts that accompany the entire action to support the city tourism supply chain. As envisaged in the FUTOUROMA Strategic Plan, Roma Capitale has established within the company Zetema Progetto Cultura a new Business Unit working as Destination Management Organization (DMO), with the task of outlining the related strategies for the promotion and marketing of the Rome brand. In addition to restoring the perception of safety to citizens and tourists despite the persistence of the emergency – in this regard worth of note are the two important international certifications received from Fiumicino airport for the safety and security measures it applied – it will aim to promote the image of the city through the launch of an integrated communication plan and marketing campaigns aimed at various targets, including Italian and European Millennials.
To underline the young, dynamic and safe side of the city, for example, a promotional video was released in 5 different languages. Under the hashtag #unicamenteroma, the video clip can be seen on the institutional social profiles of www.turismoroma.it and was released in the summer in Italy, the United Kingdom, France and Germany, reaching a coverage of 5.6 million unique users with more than 8 million views. In addition, works are under way on a Marketing Mix Plan aimed at promoting the luxury segment, in synergy with Unindustria and ENIT. As regards tourist services, with the reopening of the Termini Station corner, the network of 6 Tourist Info Points of Roma Capitale is fully back in operation.
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