Marketing

🍺 Raffo introduces a social activation campaign, "Raffo Lavorazione Grezza University", featuring a "Corso di Laurea Brevissima" to memorize the beer's name in a fun way. The university-style course, devised by McCann, includes a 45-second introduction and 5 entertaining lessons led by the "Rettore Decisamente Magnifico". The initiative complements the brand's TV advertising campaign, maintaining its distinctive irony and positivity, which is typical of the brand’s "Decisively Apulian" style.

💼 Sperlari, a renowned Italian confectionery brand with a 190-year history, collaborates with international singer Mina to renew its brand identity through a jingle. This strategic partnership aims to bridge tradition and innovation, reflecting authentic, timeless values. Mina, with a 60-year career and a native of Sperlari's hometown Cremona, symbolizes the brand's enduring relevance. The campaign will revamp Sperlari's visual identity, tone of voice, portfolio, and communication across TV, radio, and digital platforms. Two new dual-flavored "Gran Gelées Duetto" candy references will be launched, made with Italian fruit nectars and natural flavors, free of artificial colors and animal gelatin. Sperlari, owned by Katjes International since 2017, employs over 350 people and is a market leader in Italy for seasonal products, candies, and sweeteners. The company operates from Milan and Cremona with five production sites.

🎂 On May 13, pastry chef Nancy Sannino, owner of "Celestina" bakery, will host "Le torte ai tempi dei social 2.0" at Casolaro Hotellerie, Cis di Nola, focusing on exceptional cakes and food marketing. The course is open to enthusiasts and professionals alike, teaching practical skills like creating layered, classic Italian, and vintage American cakes, as well as decorating techniques using different piping tips. Sannino, with training in Italy and France, has made "Celestina" a recognizable brand. Registration details can be found at www.casolaro.com or by WhatsApp at 320.3624108.

📍 From today until May 11, 2025, 30 content creators from across Italy convene in Rimini for the #RiminiGoodVibes Travel Bootcamp, a tourism promotion project by VisitRimini. The 2023 Turin iteration reached 9 million views, over 2.5 million people, and 830,000 interactions. The bootcamp, ideated by Elisa and Luca of @miprendoemiportovia, aims to replicate and expand this success by showcasing Rimini's year-round appeal, focusing on sustainability and cultural offerings in collaboration with Visit Romagna.

✈ Ryanair announces a new partnership with travel technology company Atlas, making it the third 'Approved OTA aggregator'. Atlas will distribute Ryanair's low-cost flights to its network of OTA partners, ensuring full price transparency. Customers booking through Atlas' OTA partners gain direct myRyanair account access without Ryanair's customer verification and receive essential flight updates. This collaboration spans the European and Asian markets.

📈 Gruppo Bluvacanze CEO Domenico Pellegrino highlighted an unexpected positive start to the year with a series of holidays, termed 'ferraprile,' boosting bookings for April and part of May, effectively adding an extra season. The Italian consumer mindset has shifted favorably towards advance booking, with the average lead time increasing from 70-90 days pre-pandemic to 120-130 days, impacting prices and planning. Despite uncertainties for the summer season with ample availability and economic concerns, Bluvacanze is innovating destination offerings and leveraging technology to reach broader markets. The company is adapting to a changing tourism landscape with fluctuating destination options and airline offer growth with different logics than pre-Covid times.

🏥 The Sukhothai hotel attributes its success to a tight strategic collaboration with D-EDGE, leveraging frequent performance assessments and planning sessions to align hotel business goals with digital marketing efforts. This partnership enabled timely promotions, catering to customer needs at every journey stage, and fostering a deeper brand connection – showcased by the strategic promotion of the new Sukhothai Spa through targeted search and display ads, utilizing fresh spa imagery for enhanced visibility and engagement in Performance Max campaigns.

💸 Booking.com emphasizes recent guest reviews in their updated 2025 scoring system, affecting property scores more rapidly. Over 80% of travelers read several reviews before booking, indicating trust and conversion factors. High ratings improve search result placements. The overall property score is now a weighted average of recent reviews. Guests can request review removal within 90 days after check-out. Chekin automates up to 87% of guest management tasks, enabling hosts to focus on improving guest experiences and, consequently, reviews. Reviews are calculated based on cleanliness, comfort, location, facilities, staff, value for money, and optional free Wi-Fi. Prompt post-check-out messaging and professional responses to all reviews are recommended strategies for maintaining a positive reputation. Use Chekin's digital tools to streamline operations, enhance guest communication, and manage expectations for more positive reviews.

🏖️ Veratour, with commercial director Massimo Broccoli, plans new investments in Egypt and Tunisia to regain its mid-range client base. The company relies on 1500 travel agencies for 89% of its revenue, while online sales via Verastore account for about 5%. Early bookings represent 73% of sales, 20% of which include children under 12 years old. Last-minute bookings (30 days prior) make up 17.91%. Additional services can be purchased separately and in advance to optimize mid-spending customers' expenses.

🛫 Civitatis experienced a 39% increase in travel agency transfer bookings in 2024 compared to the previous year. The Spanish platform offers complete travel experiences, emphasizing safety and reliability in transfers. In 2025, demand for Civitatis transfers continued to grow, with services ranging from airport to hotel transfers in Paris to shuttle services between ocean locations. Civitatis boasts a 9.2/10 score from over 370,000 reviews, with more than 37,000 agencies incorporating their services, highlighting customer satisfaction and repeat business.