BLS: THE ELDORADO OF GREEN BUSINESS

Credits & Description:

Category: Travel, Tourism & Leisure

Advertiser: BLS

Product/Service: REGION PROMOTION

Agency: KETCHUM PLEON

Business Director: Cristina Risciotti (Ketchum Pleon)

Business Manager: Massimo Garanzini (Ketchum Pleon)

Account Executive: Marzia Ongaretti (Ketchum Pleon)

Junior Account Executive: Elena Bonatti (Ketchum Pleon)

Junior Account Executive: Ombretta Valdarchi (Ketchum Pleon)

Media placement: B2B Event - - 20 July 2011



Summary of the Campaign

BLS is a governmental agency of the Autonomous Province of Bolzano whose mission is to advance South Tyrol as a business location.



In 2011, we planned and executed an integrated communication campaign aimed to position Alto Adige as the 'Green Region', the best business location for innovative companies. we managed an integrated public relations campaign to reach 2 main KPIs: first place, Alto Adige, in the top 5 business locations for doing business, based on recognised national surveys about the best place for doing business in Italy; and secondly, generate a coverage of at least 50 articles in national and trade media.



The target audience was composed of the media, business community and influencers in order to reach all the different key actors that can influence and promote Alto Adige as the best location for entrepreneurial activities.



The campaign mixed a wide media relations proactive activity, targeting the main economic and financial media and some key events. A networking business to business meeting involving prospects and influencers, where BLS could discuss the opportunities of investment and new business in Alto Adige with a focus on the renewable energy sector and the presence of BLS management at 3 relevant speaking platforms at the 3 top trade events of the energy sector in Italy.



The Situation

BLS is a governmental agency of the Autonomous Province of Bolzano whose mission is to advance South Tyrol as a business location.



Coherently with the strategic objectives as commissioned by the Autonomous Province of Bolzano, BLS has selected the sectors of renewable energy sources as top priority fields where quality, innovation and technology play a crucial role.



Alto Adige, better known as a tourist destination rather than a business location, focused on the challenge to persuade the media, business community and influencers that Alto Adige is an environment where business can be originated, developed, and consolidated with a sustainable growth.



The Goal

We designed a two-fold strategic approach with the goal first of all to position Alto Adige as the Green Region: the best business environment in Italy, because it has the lowest tax burden in Italy, targeted business development, especially in the research and development sectors, and is a pioneer in renewable energy.



Secondly, the target was to position BLS as the right partner to assist national or international companies, well-established or start up for doing business in Alto Adige, by fostering the understanding of BLS's range of services.



The Strategy

A fundamental review of Alto Adige being perceived as a business location was investigated. ISPO Ricerche, a primary research institute, conducted a qualitative survey among media, business community and influencers to draft a targeted messaging platform.



More to the point the strategic approach was two-fold:



-Position Alto Adige as the Green Region: the best business environment in Italy, because it has the lowest tax burden in Italy, targeted business development, especially in the research and development sectors, and is a pioneer in renewable energy;

-Position BLS as the right partner to assist national or international companies, well-established or start up for doing business in Alto Adige, by fostering the understanding of BLS range of services.



Execution

We assisted BLS in designing a corporate image and business-to-business marketing communication program:



- Media induction program for BLS executives in order to raise the visibility of BLS. We organised around 20 individual media briefings and secured 3 speaking opportunities at the 3 top trade events of the energy sector.



- Organisation of a business-to-business event, with the objective to discuss the opportunities of investment and new business in Alto Adige, with a focus on the renewable energy sector. We organised a round table in Milan, attended by over 150 business prospects.



- Creation of the first edition of Alto Adige Investment Award to reward the best local business enterprises which distinguished themselves for their excellence in Italy and in the world.



- Creation of an advertising campaign centred on the message that Alto Adige is a 'Pioneer in Green Energy'. Media planning involved the most important business and financial media outlets.



Documented Results

During the 6-month program, we delivered 80 articles (with a readership of 9,787,000 contacts) around 60% more than the agreed objective.



The organisation of 25 interviews delivered the result of fostering understanding of Alto Adige as the Green Region in Italy and a good place to conduct sustainable business. In December, Il Sole 24 Ore and Italia Oggi, the 2 most important Italian financial dailies, published 2 independent surveys on the best place to do business in Italy. Both of the rankings were compiled by 2 distinguished Italian universities.



Alto Adige and the province of Bolzano were placed second in both rankings. With an Advertising Value Equivalency (AVE) of €9,500.00 euro, the media relations campaign generated a ROI of 2:0.