“If you don’t communicate you don’t exist“, this is what Gian Paolo Caprettini, my beloved professor of Semiotics at the University of Letters of Turin, taught me.
It was the first time I heard about ‘sign existence’, and I could not yet know that this would be the path that would accompany all my research as a journalist-writer and outline my path as a communications consultant for Resorts, Spas and Spas”.
Professional communication today, “in a world where everyone communicates”, more than ever before plays a central role in the success of a SPA and a SPA destination.
Being present with a “unique” image in different media allows the affirmation of one’s own “Brand Reputation“, that is the recognition of an identity for the destination and its qualitative value.
The success of an effective communication strategy starts from the concept. The study of the content or rather of what to communicate (concept) and how to do it (tone and naming), must be managed by those who know how to identify “the news” able to capture the interest of the media and create “content” “stories” and consistent communications, able to capture future market trends and the interest of the end user.
The study of the concept can start together with the design of a hotel or spa, flanking the architect’s work. It may also happen to intervene with a new concept during a restyling or simply to give greater incisiveness to an existing product.
In this case, the consultant’s sensibility is entrusted to the possibility of creating a “new” communication that can be part of a unique “symbolic and sign” discourse, necessarily today, inserted in the territory.
It is essential to rely on journalists who are experts in the sector and who are able to juggle through every communication channel, so as not to risk wasting any effort “falling into the net” between improvised bloggers and last-minute influencers.
Only thanks to a personalised and coordinated strategy will it be possible to achieve results that, over time, will not only position the SPA on the market, but above all make it “recognisable and unique”.
Cinzia Galletto
Cinzia Galletto is a journalist and communications consultant for spas specialising in the spa and wellness tourism sector. She works alongside the best national and international spas in identifying the most impressive concepts and the most effective communication strategies to make a unique and recognisable destination. Author of several books on travel and wellness semiotics, thanks to her distinctive approach she has been able to adapt the symbolic language to the most innovative communication strategies. Her definition of “Perceptual Tourism” is the rediscovery of the “genius loci” in tourism, an essential step to identify the concept, the soul of a SPA. Lecturer, speaker and moderator at conferences dedicated to the wellness sector, Cinzia Galletto offers a constantly updated vision of the world of communication and media relations. She defines herself as Concept & SPA Communication Designer.