Wednesday,  April 24, 2019  8:27 pm

New ExpertsITALIA Branding Positions CTCPI For Greater Impact

Rebranding allows for easier communications; gives organization refreshed national focus
01-17-2014  By: Terrilyn Kunopaski
Robert Zuzek, president of Kompas Express & ExpertsITALIA Board of Directors
Robert Zuzek, president of Kompas Express & ExpertsITALIA Board of Directors
As The Canadian Travel Council Promoting Italy (CTCPI) rolls out a new strategy to intensify efforts throughout Canada in 2014, the organization is making some changes.

Moving forward, it will be known as ExpertsITALIA, a name which Board of Directors President Robert Zuzek told THN allows for consistent brand recognition in English and French Canada, as well as in Italy.

CTCPI remains the registered organization, though all promotional efforts will be done with the ExpertsITALIA trademark.

The tour operator-based organization, which is a co-marketing partner of the Italian National Tourist Board (ENIT), was founded in 2006 to promote tourism to Italy within Canada. Members currently include ALBATours, Contiki, Globus family of brands, Insight Vacations, Kompas Express, Rail Europe and Trafalgar Tours, which combined are responsible for transporting more than 100,000 travellers to Italy each year.

Though Zuzek admitted the idea of collaborating with competitors is a unique approach, he said each member has the same mandate of encouraging travel to Italy, in partnership with the tourism office.

"In a period of crisis, collaboration between public and private sectors is an excellent way to find resources to promote the country," he noted, referring to the financial hardships Europe has recently faced.

ExpertsITALIA hopes to attract potential new associate members, while also working closely with individual regions of Italy, Italian institutions in Canada and travel agent partners.

While focusing on both traditional hotspots in Italy and the lesser-known destinations, the organization expects to roll out training events across the country in an effort to educate travel counsellors.

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