For the upcoming twenty-fifth year of twinning with the city on the west coast of the United States, AboutUmbria meets Michele Fioroni, Councillor of the Municipality of Perugia for territorial marketing, urban design, economic development and European design, ready to head for Seattle.
The Councillor has a qualification that speaks for itself and allows him to make some brilliant comments on the promotion of a place like Umbria. Speaking of territory and undisclosed beauty is natural for us, especially when the pretext is a bilingual editorial project that aims to spread a non-stereotyped image of a region like ours, also abroad.
The Councillor agrees with us in identifying quality communication as the key of the entire project. We are talking about the aesthetic beauty of the product, given by the fineness of the paper and by the graphic and photographic project, but also of the content value, mainly given by the information validity reported and by the originality adopted in presenting that information.
According to Ferroni, «although AboutUmbria has a traditional support, it is a qualitatively high editorial product that was missing. The true challenge – continues the Councillor – is to replicate the same quality on other channels, such as online, which is directed to a wider audience and requires less investment.» This a complementary means therefore, that does not require mere presence, but high visibility too. And AboutUmbria knows it well, because our communication offering is completed with our online magazine, bilingual too, constantly updated and synchronized with the major social networks. It is clear now that it is the net to decree the fame or the pillory of certain tourist destinations. The Councillor makes us the example of Krakow, which few years ago was not particularly popular, but now, thanks to low cost companies and social media, has suddenly became desirable.
It is therefore important that the Internet consecrates Umbria as a highly desirable destination, and to do so, it is necessary to have a good communication plan supported, where possible, by a local presence.
And what is better than a twinning? Councillor Fioroni argues that these moments of encounter should be exploited to give to the name of Umbria a reputation, also focusing on the visual wonder that this region is able to offer. Perugia, in particular, would see the prestige of his name increase, especially because it would benefit from the similarities that link it to Seattle. Both of them have a long musical tradition – one with jazz, the other with grunge – and the Umbrian capital city, thanks to fiber optics, aspires to become ultra-tech, approaching more and more to the American twin.
AboutUmbria, flying overseas, intends to provide the communicative support that this operation requires.
We have to wish the Councillor a good trip, hoping that Umbria could enchant Seattle as it made to us.