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2016 Venice Carnival Special Projects Case History

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2016 Venice Carnival Special Projects Case History Carnival of Venice 2016 23 January – 9 February From January, 23 To February, 9 Venice historical Centre, islands, Mestre, Marghera Number of visitors: more than 1.000.000 attendants, with daily peaks of 150.000 persons Programm of Carnival 2015 18 days of events and celebrations: from the prologue to the Mardi Gras (Shrove Tuesday) that marks the grand finale of the gala. Crowds are expected to peak during the three weekends of the event (January 23-24 and 30-31, February 6-7), the Thursday before Lent (February 4) and Mardi Gras (February 9). Program: the highlights Prologue (January 23-24): the official opening of the Carnival with the “Festa Veneziana” in Cannaregio, made of a water parade of rowers in costume and food tasting. First weekend (January 30-31): the Volo dell’Angelo, the Festa delle Marie (that recalls a historical event elaborating it in the form of a beauty contest in Renaissance costumes), the historical re-enactments. Second weekend (6-7 February): final of the best masked costume contest, the “commedia dell’arte” shows, music concerts, the “volo dell’Asino” in Mestre. For the whole period of the carnival: daily shows for the best masked costume contest, cultural events (itineraries and nighttime visits to museums and cultural seats in the city, exhibitions, readings, ecc.), dj-set. Let’s all spend marvellous Carnival nights at the Arsenal! The Arsenal dresses up in magic, poetry, music and sensational special effects on water and turns into Carnival at the Arsenal. Music and traveling entertainment will be introduced by a magic show. The Carnival of Venice Statistics data Fame of Carnival More than 250 accredited Italian and foreign journalists at each edition. First event on a national level for potential visitor interest: 31.8 million interested Italian citizens, 79.5% of the population between the ages of 14 and 64. The classification of the first 10 events: Ord. Event % 1 Carnival of Venice 79,5 2 Venice International Film Festival 74,0 3 Palio di Siena 71,0 4 EuroChocolate in Perugia 70,0 5 Viareggio Carnival 69,4 6 Roma International film Festival 63,8 7 Turin book fair 57,7 8 Giffoni Film Festival 54,2 9 Miss Italia 51,0 10 Vinitaly in Verona 42,9 Carnival public profile 35% young people under the age of 18 90% daily excursionists , 10% overnight stays in Venice (70% foreigners - 30% italian) Tourist flow in the city’s reception structures durin the event: Year 2006 2007 2008 2009 2010 2011* 2012* 2013* 2014* Foreign arr. 69.967 83.606 66.282 80.278 89.368 107.651 89.280 87.039 100.457 Foreign pres. 184.373 211.217 178.396 223.148 219.846 272.142 227.277 212.220 264.694 Arr. from 22.180 26.941 23.971 29.904 26.028 32.144 24.276 28.197 30.923 Italy Pres. Italy 51.138 59.573 55.875 69.642 64.030 74.073 56.235 61.545 72.602 Arr. total 92.147 110.547 90.253 110.182 115.396 139.795 113.556 115.236 131.380 Pres. total 235.511 270.790 234.271 292.790 283.874 346.215 283.512 273.765 337.296 Avarange 2.55 2.44 2.59 2,66 2.45 2.47 2,49 2,38 2,57 lenght of stay (days) * = duration of 13 days instead of 11 days of the previous editions Source: Azienda di Promozione Turistica di Venezia Pubblico profile: nationality – Europa (2014) Country Arrivals Country Arrivals France 24.180 Poland 889 Great Britain 8.977 Greece 748 Germany 7.295 Czech Republic 669 Spain 5.380 Sweden 626 Russia 4.007 Irleland 441 Austria 3.345 Norwey 377 Belgium 2.574 Croatia 356 Switzerland 2.564 Slovenia 351 Hungary 1.305 Slovakia 282 Turkey 1.282 Finland 254 Portugal 1.200 Denmark 189 Others countries 1.136 Luxemburg 97 Netherlands 1.005 Iceland 17 Public profile: nationality – World (2014) Country Arrivals Country Arrivals Japan 17.797 Canada 1.101 USA 8.782 Mexico 905 China 5.278 Other Asia 725 South Corea 5.255 Other Middle Est 725 Other countries 4.337 Mediterranean Africa 331 Brazil 4.242 Other Africa 254 Argentina 2.045 Suth Africa 207 Other Latin 1.867 Venezuela 191 America Israel 1.783 New Zeland 156 Australia 1.271 Egypt 87 Pubblic profile, main users basins (ed. 2014) Statistics from the official website of Carnival (ed. 2014) www.carnevale.venezia.it Sorgenti di Period: March 2013 - March 2014: traffico: Visitors: 898.824 unique visitors: 674.086 page views: 2.662.318 pages per visit 2,96 rebound frequency 46,38% avarage time on site: 00:02:42 new visits: 73,78% Most of visitors are Italian and English speakers. Statistics from the offical Carnival website Period: February and March 2014 visitors: 701.127 Also in the months when the event daily visitors 25.265 (picco) doesn't take place there are constant visits, with an average of around 300 page per visit: 3,14 visits a day. rebound frequency: 44,26% avarage time on site: 00:02:54 The main interest of the visitors is for new visitors: 72,16% the homepage, for the Photo Gallery and for the event program. Partnership Commercial proposal Sponsor of the event Exclusive company for its relative market sector; Possibility to use the official logo and the official image of every event on the sponsor’s products and communication. Media Official press conference – Press kit - inclusion of one corporate press release - inclusion of the company’s advertising material Coordination with the activities of the Official Press Office of the event - direct contacts with accredited journalist and TV networks Brand Communication Inclusion of the sponsor’s logo on all official advertising material: - posters coverting the entire municipal area; - official brochure of the event handed out at the main hotels, restaurants, bars and shops, at tourist information offices and hand2hand at the main city hubs; - website of the event www.carnevale.it linked to the sponsor website; - advertising spaces bought by Vela Spa on media. Inclusion of an advertising page or box in the official brochure. Temporary Store Possibility to set up branded temporary stores in location with a constant flow of visitors at the time of the event (effective for advertising and sampling activities). Maximum expected duration: 15 days pre/post-event. Technical sponsorship e collaborazioni We offer companies the opportunity to become partners of the event, also by contributing to the production of specific parts of the event or through the supply of the necessary products/services to perform the event. HospitalityThe Carnival of Venice SpecialReserved Projects seat at Gran Teatro of Saint Mark’s Square and at Carnival gala dinners. Possibility to hold a private event at a prestigious location. 2016 Venice Carnival special projects Case history Combining the local expertise of Vela spa with the added value of the city you can create original initiatives based on the brand requirements and on the scheduling opportunities which will be offered by the programme. Examples of past case histories: Angel Flight with Reebok and Guinness-record spritz drinking in Saint Mark’s Square with Aperol and over 2500 people wearing orange. 2016 Venice Carnival special projects The children’s Campo Partnership: the partner can become title sponsor of the event, exhibit its products, foster promotional activities and achieve brand visibility of the campo advertisements, customize a performance show, obtain preferential seats for its VIP guests on Saint Mark’s Square. Location: Campo San Polo. Visibility: 18 days. 2016 Venice Carnival special projects il Carnevale dell’Arsenale Arsenal is synonymous of originality in a magic place symbol of venetian history. Partnership: customization complete of all Carnival area material, temporary locations, specific consumer activities, presence of sponsors, guests and testimonials on stage, speeches of company representatives on stage. CARNEVALE DINNER SHOW 120 exclusive seats 8 Dinner with Entertainment 2016 Venice Carnival special projects Sponsorship of cultural initiative The Carnival cultural schedule aims at making the most of the network of museums, libraries, theatres and concert halls, holding high-profile indoor events: concerts, musical readings, movie showings, plays. The audience of these events is selected from generally medium/high-profile culture regulars, mostly Italian. Partnership: the cultural schedule offers the opportunity to advertise the corporate image by endorsing the entire programme. There are also various product placement options in selected settings (theatre marquee, library hall, music hall) where it is possible to offer product tasting (e.g. coffee, drinks) or to circulate promotional material and samples, subject to prior agreement with the Host Institution. Location: 15 selected venues including Historical Palaces, theatres and Museums. Visibility or Frequency: Every day for 17 days 2016 Venice Carnival special projects: Campo-wide sponsorship The three campo where the events are held (Children – Music – Tradition) can have a main sponsor throughout the schedule or individual sponsors for specific initiatives. Partnership: customization complete of all the Campo material, temporary locations, specific consumer activities, presence of sponsors, guests and testimonials on stage, speeches of company representatives on stage. Location: Campo San Polo, Campo S.M Formosa, Campo S. Stefano. Visibility or Frequency: 18 days 2016 Venice Carnival special projects “on request” costomized shows The Carnival belongs to Venice, not just to the tourists of Saint Mark’s Square. The art direction is available to agree with Street Associations, local retailers and local entertainment groups, show times, entertainment activities and other leisure opportunities that can be coordinated locally. Additional proposals for Venice Winter: Christmas lights It is possible to develop Christmas lighting projects for the Procuratie arcades of Saint Mark’s Square and for other city shopping areas.
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