CULTURE

The challenge is attractiveness

8 October, 2017

Meeting at Bologna Central Station, transfer by shuttle bus to the heart of the "Motor Valley", two days of meeting, learning and inspiration. There was no lack of sweetness, with a visit to Carpigiani Gelati University.

It was a precious experience that we were able to live and share during the Residential Seminar organised by MuseImpresa, dedicated in this 2017 edition to an emblematic theme that is dear to us: "Tourism and territorial marketing: the challenge is attractiveness".

Ducati Museum, Bologna - Italy -

Livio Lodi, curator of the Ducati Museum, opened the proceedings, drawing attention to the "new era of industrial archaeology", where the factory becomes a source of knowledge for the community. The phenomenon of tourism, added Antonio Barreca, Director General of Federturismo, cannot ignore industrial tourism, and admirable examples such as those included in the MuseImpresa galaxy are tangible evidence of this.

"How to reach a goal? Without haste but without rest" Goethe

Another challenge is to engage as many visitors as possible, and in this regard Paola Dubini, a lecturer at Milan's Bocconi University, provided much food for thought in her talk "Audience-oriented tourism strategy: how to create cultural offers to intercept diversified audiences". "Thedemand for culture is not necessarily growing at the same rate, but it is certainly becoming more sophisticated", this is the note circled in red that we want to share, because in a world that measures results in conversions and data, it would be desirable for the result to be the uniqueness of a quality experience: emotions are the new excellence!

In terms of audience targeting and targeted offer, GrassiTeen (Palazzo Grassi Venice) certainly represents a successful example of a strategy to approach the very young audience, too easily branded as "unreachable" for the cultural offer. The young people of the new millennium have a cultural and cosmopolitan background like never before, they know, use and live with the most advanced technological (and not) communication tools. Surrendering to the idea of having lost them in the galaxy of apathy cannot be the solution, and even less so for those who, while working in culture, have trained in the challenging world of business.

There is an old and evergreen claim: "Imagine, you can". Palazzo Grassi has done just that and now it is reality, the locomotive of a trend that must not be dismissed prematurely.

Next step

ENTERPRISE CULTURE WEEK - XVI EDITION
The languages of growth: enterprise, culture, territory

From 10 to 24 November 2017 initiatives to read, through the cultural heritage of companies, the history of our country.

In order to get to know and approach this extraordinary heritage, the 16th edition of the Week deals with the theme "The languages of growth: business, culture, territory", a journey into the cultural capital of businesses through the entrepreneurial excellences that are protagonists of economic development, but also engines of knowledge and creativity. A programme with over sixty initiatives

DOWNLOAD FULL CALENDAR

#growthlanguages #EnterpriseCultureWeek.