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The Island of Gozo Tourism Branding Project

The Island of Gozo Tourism Branding Project. The Brand of Gozo. Aims . To exploit economically the strength of Gozo’s image in order to safeguard the artistic and natural heritage of the town To promote worldwide the new official brand of the town

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The Island of Gozo Tourism Branding Project

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  1. The Island of Gozo Tourism Branding Project

  2. The Brand of Gozo Aims • To exploit economically the strength of Gozo’s image in order to safeguard the artistic and natural heritage of the town • To promote worldwide the new official brand of the town • To promote the image of the town communicating its values: • its uniqueness, art, history • the quality of life and its socio-cultural dynamism • its innovative and creative spirit • To foster commercial alliances between the licensee of the Gozo brand • To create an official, unique and “not counterfeit” “presence” of Gozo in different countries in the world

  3. The Brand of Venice & Capri Equivalent Branding Projects A brand for Venice and Capri Municipalities Art direction: Philippe Starck • Design: Thibeaut Mathieu • Date of presentation: October 2003 Logo's Brand Artists Costa, the ex Major of Venice presents the new brand of the city to the president of Italian Republic, Carlo Azeglio Ciampi Philippe Starck and the designer Thibeaut Mathieu present the new brand of Venice to the press

  4. A brand for Gozo Art direction: Design: Date of presentation: The Brand of Gozo Background Gozo, which in Maltese is called Għawdex (pronounced: Awdesh), is a derivation of other older names such as Gaulos. It has an area of 67 square kms, is 14 kms long and 7 kms wide. With a coastline of 43 km, it is the second largest island of the Maltese Archipelago that, together with the smaller isle of Comino and the main island of Malta form the Republic of Malta. Gozo is popularly called The Island of Calypso, that is a nickname originating from the Greek mythological location of Ogygia referred to in Homer's Odyssey. In this epic poem, the fabled island was controlled by the nymph Calypso, who had detained the Greek hero Odysseus for seven long years as prisoner of love.

  5. The brand of Gozo The structure of the brand Friendsof Gozo Gozo Image Association Product category Sub-brand • Services • Beaches • History & Architecture • Traditional Activities • A open door in the five continents • Gozo • style • Romanticism • Food • Wine Gozo Hospitality Gozo Leisure Gozo Culture Gozo Events (communication) (communication) (communication) (communication) Homeware / Tableware Café – Restaurant - Hotels wine, coffee, grappa, …enogastronomic products Gozo Ecological Gozo café Gozo Tastes and Flavours

  6. License Agreement Licensee (Tourism Operator) of the brand of Gozo will sell the services and the travel packages of the Island of Gozo with an exclusive right for their own country/market: • with reference to hospitality services • with reference to the services of the city of Gozo touristic services • the licensee tour operators will directly issue the VIP’s Gozo Card* • with reference to participation in the events organized by the village’s Municipalities / Local Councils • with reference to contacts with the entrepreneurial forces and the representatives of the regional institutions Advantages: • Territorial Exclusivity for the project (1, 2 or 3 years) • Possibility to promote on the local market the partnership with the Municipality • The brand of the TO will be promoted on the official web site Costs: • Payment of a flat fee (a) • Payment of royalties calculated on the packages sold + fee (b)

  7. Hospitality Services • The Licensee Tour Operators of the Gozo brand will receive benefits from hotel chains and from Gozitan tourist associations • The Licensee Tour Operators of the Gozo brand will receive benefits such as some exclusive services at the arrival and departure, even with simultaneous interpreting services • The Licensee Tour Operators will receive benefits on the organization of special city tours to discover the secret places of Gozo (Palaces, theatres, Basilicas etc …)

  8. Gozo TouristicServices The licensee Tour Operators will have an “exclusive availability” of seats/invitations/tickets for all great events and representations taking place at: • Astra theatre • Aurora theatre • Mediterranean Cultural Festival • Exhibitions on visual arts and architecture • Gozo by Night (with the possibility to have a dinner by candlelight) The licensee Tour Operators will have the opportunity to sell the VIP’s Cards* Astra Theatre Aurora Theatre

  9. Gozo TouristicServices The licensee Tour Operators will receive benefits for the organization of: • Cocktails at the Museums / Folklore / Heritage sites • Exclusive sightseeing itineraries on Gozitan Daghjsa, Helicopter and / or Sea Plane service. • Licensed tour operators will be listed on a dedicated section on the official Local Council’s web site. It could be possible insert the tourists’s photos in a special web site section • Visits at local sites accompanied by the city Lord Major • “tasting itineraries” of the Gozitan’s specialties • Guided visit to discover the local craftsmanship (Murano glass, lace, filigree etc….) • Meeting with the Museum Director of Citadella

  10. Gozo TouristicSites ĠGANTIJA TEMPLES THE CITADEL OLD PRISONS MUSEUM OF ARCHAEOLOGY OUR LADY OF LOURDES XERRI’S GROTTO FOLKLOREMUSEUM TA' KOLA WINDMILL OUR LADY OF SOLEDAD The Citadel THE AQUADUCTS NATURAL SCIENCE MUSEUM GĦARB FOLKLORE MUSEUM

  11. Gozo Product Historical Note Gozo's history is twined up in the general story of its sister Island of Malta. As a result, Gozo shared the same influences of cultures bestowed on by the number of dominators and events that touched the Maltese Islands during the last seven thousand years. Until now, pre-historic archaeological remains in the Maltese Islands date back to some 5000 B.C. and the oldest ones were discovered in Gozo. This makes sense when one considers that man first arrived in Malta from Sicily, being the closest land, just over 88 kilometres to the North of Gozo. In this early age, man had enough skill and courage to construct the Ġgantija temples that we find in Xagħra, and other Neolithic temples dating between 4100-2500 BC. History starts with the Phoenicians, the famous Mediterranean traders from today's Lebanon who introduced cloth dyeing and maritime trade. Their close relatives, the Carthaginians, superseded them and, after the three Punic Wars, our islands became part of the Roman Empire. The Roman era had also followed a brief period of Greek influence. The Romans introduced the code of law and used our islands as a hub for honey and olive oil exports. Christianity was brought to Malta and Gozo in 60 A.D. by St. Paul, but was consolidated under the Byzantines, from the Eastern Roman Empire. In the late 9th Century A.D. the Arabs after taking Sicily took control of the Maltese Islands. They introduced the Water Mill and the cotton plant that proved to be the mainstay of the islands' economy for centuries to come. The Arabs influenced our present language, gave us the present names of Malta and Ghawdex (Gozo), together with the oldest village and family names. The Normans re-established Christianity in Malta and Gozo in 1090. Then followed a period when the new masters of the Maltese islands came, in turn, from the aristocracy of Germany, France and Spain: the Swabians (1194); the Angouvins (1268); the Aragonese (1283) and finally, the Castilians (1410). The two islands were often leased in fiefdoms, the same as the contemporary feudal system practised throughout Europe. There are few records about this feudal period, but in Gozo, the Angouvins had a cemetery in today's Victoria, where various French nobles and crusader casualties were believed to be buried. Several tombstones and artefacts from the period were saved from destruction and could still be found at the Museum of Archaeology in Victoria. Museums Archaeological Folklore Natural Science Old Prison Ta’ Kola Windmill Museum of Toys Maritime Museum Gharb Folklore Museum Beaches Ramla Marsalforn Xlendi Dwejra Hondoq ir-Rummien Mgarr is-Xini Dahlet Qorrot San Blas Ix-Xatt l-Ahmar Attractions Churches Fortifications Charles Historical Buildings Niches Natural Caves Transport By Sea- Gozo Channel Sea Plane Public Transport Private Boats Helicopter Service Archaeological Sites Ggantija Temples Santa Verna Temple Ta’ Ghejzu Cave Borg L-Imramma Cave Ta’ Marziema Temple Tal-Qieghan The North Cave The Xaghra Circle Ghar il-Mixja Gebla Tas-Sansuna Qala Standing Stone In-Nuffara Tac-Cenc Tombs Cart Ruts Wardija Nymphaens Roman Domus at Ramla Dawwara Standing Stone San Dimitri L-Imrejzbiet Traditional Activities Bakeries Blacksmith Local Shepherd Weaving Fishing Agriculture Country Side Xlendi Valley Lunzjata Valley Tas-Salvatur Hill Ghasri Valley Population Gozo was first inhabited before the Neolithic Period (ca. 4th Millenium BC). Even so, according to archaeological finds, this means that Gozo received its first inhabitants from Sicily before mainland Malta. Today's Gozitan has typical Mediterranean features that closely match with Spanish or Italian looks. Gozitans are renowned hard-workers, religiously influenced and with an admirable sence of hospitality. The population of Gozo stands at about 31,000 and is distributed amongst Victoria and the surrounding thirteen villages

  12. Individualised Tour Operator’s VIPs Card* • The VIP’s Card gives the opportunity to book different service with priority and to obtain from 5% to 20% discount (Dinners at the restaurants, shopping buying, etc.) • The Licensee Tour Operator of the brand will be granted the availability of seats/invites for the events organized from Local Councils / Municipalities • Creation of a dedicated version of a Personalised VIP cards offered to the licensed Tour Operator’s tourists

  13. Explore the true colours of Gozo through these sites and means of transport

  14. Gozitan Merchandising

  15. Proposal to the Licensee Tour Operator • The Tour Operator will sign a licensing agreement with Gozo Business Chamber (either fixed fee licensed negotiable agreement or based on royalty or a variable cost agreement) • The Tour Operator will distribute in its country, exclusively, the special tourist services/packages prepared in partnership with Gozo Business Chamber on behalf of Local Councils / Municipality • The Tour Operator will buy the official Gozo travel kit to give to its clients

  16. Business Branding Model LicenseAgreement Tourism Operator Central Government Local Government Fee / Royalties € £ ¥ $ Project Management Coordinating Activities

  17. LA QUINTA HEAD OFFICE Corso Plebisciti, 15, 20129 Milano, Italia Tel. +39 02 7385353 info@laquintagroup.net LA QUINTA (MALTA) LTD. Base Office for: Albania; Algeria; Cyprus; Egypt; Gibraltar; Greece: Lebanon; Libyan Arab Jamahiriya: Monaco; Morocco; Portugal, Tunisia & Israel 13, Curate Fenech Street, Birzebbugia BBG 03, Malta Tel. +356 9933 3088; +356 21 654567; +356 21 417889 Fax. +356 21 650913; +356 21 662034 malta@laquintagroup.net t.coleiro@laquintagroup.net

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