INTRODUCTION

TASK

PROCESS

RESOURCES

CONCLUSION

• Should Urbino be focusing on attracting more "generic" tourism or specialized visitors?

• How is the city currently positioned and should this be changed? What attracts whom?

• Which aspects of our world heritage status are more appealing? Does this status limit us in any way?

It's up to you to find out!

You will be marketing "chameleons", disguising yourselves in order to penetrate the three (3) major interest groups who directly influence our city: The citizens, the University and the Chamber of Commerce.

At first, the class will be randomly split into three (3) teams representing each of these interest groups and will be asked to assess the needs and wants of each faction through thorough research of both online sources (websites listed in the RESOURCES section) and actual interviews with the people directly involved.

Once a clear perspective has been reached all three groups will "reassemble" back into a single unit representing the Municipality of Urbino who -- considering the various local and regional guidelines and UNESCO Management Plan - will integrate the various viewpoints and develop an overall Communications Brief that best meets the interests of all.

This Communications Brief will include:

1) Objectives: What do you want tourists to do -- stay for an afternoon or a couple of days? How about a week? Is there enough in Urbino to keep a tourist that long? And what will they do? Visit the Cultural sites or just eat at the restaurants? Both?

2) Target Audience: Who is this tourist? Age, gender, income, nationality, interests and attitudes

3) Product Positioning: How will Urbino be communicated to the chosen Target Audience. What message will be used? Which specific words?