ITALIANITY & BEYOND
IED X FIDENZA VILLAGE
DESTINATION STRATEGY
CHALLENGE
Differentiate Fidenza Village from other outlets by deepening engagement with expats and international visitors (key markets: China, India, USA) within a 150 km radius, driving visitation, loyalty, and advocacy
STRATEGIC
SHIFT:
Qualitative Research revealed one truth: people return not for discounts, but for connection. This led to a new brand platform,
Turning Fidenza from a retail stop into a cultural connector where Italianity meets the world.
Italianity
Diversity with Italian Senses
Global Address
Conservation with Integrity
Warmth of Connection
Traditional Roots
Hospitality
Beyond
&
The Pillars
Each phase of customer journey posed as a brick in building Italianity & Beyond
RESULT
Our team built a 360-degree, data- and emotions-backed, year-long, and highly adaptable, destination strategy for Fidenza Village and achieved the Top Result in our Thesis Project, assessed by Marketing Executives from Fidenza Village
OTHER PROJECTS
