The Scenario

Modena’s economic and arts organisations decided to utilise destination marketing in Italy and worldwide as the vehicle for a strategic project to reposition Modena’s image both for the arts and tourism, and to attract investment.

The Challenge

Mailander managed an Italian and international integrated communications and destination marketing project for the Modena Chamber of Commerce with the objective of equipping the area system with the tools and a development plan to enhance the image and support the growth of Modena. A strong driver of this image of excellence was the launch of the Enzo Ferrari House Museum, undertaken by Mailander as part of the strategic plan.