BRANDING
WONDER project’s main overall objective is to increase the attractiveness and competitiveness of destinations from the Adriatic-Ionian Region thanks to a child-friendly approach, aimed at improving the liveability of cities and the touristic offer (governance, environment and services) through the development of new and innovative participatory methods.
In this sense, the expected results produced will be:
– New touristic offer addressed to children and families through innovative participatory methods
– Improved cooperation at local and transnational level among tourism sector, local authorities, civil society organisations and citizens/children
– Well-defined transnational identity and raising awareness developed on child-friendly tourism in the Adriatic-Ionian area.
The above mentioned results will be reached through 2 main outputs: 1. WONDER ACTION PLAN aimed at collecting the actions and strategies to be undertaken by cities to become “Child-friendly destinations”; 2. WONDER-Transnational Network of Child-Friendly Destinations, targeting different groups from general public (including children), education institutions, civil society and NGOs, to public bodies and authorities, but also the private sector, including enterprises in the tourism sector.
The WONDER project will combine a top-down approach (decisions and strategies at local authority level) with a bottom-up approach (children’s, civil society, business sector, media involvement) to develop an innovative approach for child-friendly destinations. Cooperation among partners and the transnational approach will be strategic in order to properly address a complete and integrated policy targeted to children, both as residents and tourists establishing a transnational network of “Child-friendly destinations” featured by a common brand.
Family friendly: Brand vision
The WONDER project aims to strengthen attractiveness and competitiveness of the Adriatic-Ionian region with tourist offer, suitable for families and children. Development of new infrastructure and products with innovative approach should also enhance the liveability of the places and areas, recognized as family friendly among locals and visitors alike.
Destinations of the Adriatic-Ionian region have their own individual place brands which differentiate and position them in domestic and international markets. Those brands represent the integrative set of values and characteristics, connected to a place/destination identity. None of them is solely family/children oriented, because they are targeting locals and visitors of all demographic and social groups.
There is a need to introduce a common group brand in coexistence with individual destination brands to communicate and connect the family offer of all Adriatic-Ionian destinations. The common group brand becomes a QA transnational label beyond national character or border, ensuring guaranteed quality with approved family infrastructure, activities and products.
QA label for family-oriented offer of Adriatic-Ionian region communicates:
– activities, tours, accommodation, experiences and events, created for families;
– endeavours of all stakeholders in public and private sector to enhance the attractiveness and liveability of a place/destination for local and traveling families;
– clearly defined identity and awareness of the Adriatic-Ionian region as family friendly;
– a regional network of family friendly destinations/places, connecting local inhabitants, tourism providers, non-governmental organizations and educational institutions.
WHAT ARE THE ADVANTAGES?
The QA label always strengthen the position of any individual brand. Destination brands tend to have a problem aiming to satisfy the widest possible range of target groups, lacking the courage to specialize in specific segment of offer for specific groups.
The label that communicates the quality of infrastructure, tours, activities, events, accommodation etc. for families targets one of the most proliferating groups. Children are decision-makers of today due to their specific needs, but on the other hand they are also consumers and travellers of tomorrow who will return to their favourite destinations, not only once, but probably at least twice in their life – first alone and then later with their own kids.
The advantages of introducing a QA label to coexist with individual destination brands are multiple:
❖ FOR DESTINATIONS:
➢ Marketing opportunity – standing out as a destination for families (safe, clean, playful, joyful, friendly, guest-oriented, …) which can attract other segments as well (e.g.: silver panthers / senior travellers with the biggest travel budget).
➢ Getting more character and differentiating value
➢ Developing infrastructure and offer that is as attractive and important for locals as for visitors
❖ FOR TOURISM PROVIDERS:
➢ Approving quality – standing out with offer / area / attraction for families
➢ Marketing and sales opportunity in competitive travel market which is becoming more ad more specialized and individual
➢ Transnational network of providers with similar goals/target group in the region recommending one another to the same travel/target group – common database of regular/repeating travelers
❖ FOR LOCALS
➢ Liveability enhancement – family friendly destinations and places tend to improve local quality of life
❖ FOR TRAVELERS
➢ Transnational network of destinations and providers in the region making traveling decisions easier and travel more comfortable
➢ Quality guarantee – set of criteria for family friendly offer met and approved
➢ Destinations and places which support and stimulate family values
