SciaccheTrailPresentation II. Edition, Monterosso al Mare 20 March 2016

Transcription

1 SciaccheTrailPresentation II. Edition, Monterosso al Mare 20 March 2016

2 What is SciaccheTrail? a community project, a race, a permanent route Runner, SciaccheTrail 2015

3 A Community Project: The name SciaccheTrail is the union of Sciacchetrà the precious passitowine produced in the Cinque Terre and trail running, which in this case explores the trails through the terraced landscape of the eastern end of Liguria. The idea to hold a race grew from these 2 treasures nature and the centuries-old art of Cinque Terre DOC wine as an occasion to join the values of outdoor sport with those of the local community, which, still today and not without difficulties, preserves this world heritage. It is a unique opportunity to experience the authentic soul of the Cinque Terre, by a special access key: the wine trails. A Race: SciaccheTrail is a 47km ultratrail, 2600mt of positive elevation gain, maximum 250 runners, scheduled for 20 March 2016 with start and finish in Monterossoal Mare. The course is technical and breathtaking, with frequent changes of scenery along centuries-old trails with a common denominator - vineyards and wine for runners in search of beauty, emotion and authenticity. A Permanent Route: The 47km SciaccheTrail course winds along the trails of the Cinque Terre through villages, sanctuaries, vineyards overlooking the sea, and the scents and colors of Mediterranean scrub. The course can be experienced as a runner or spectator on SciaccheTrail race day, 20 March 2016, or at any time during the year with family or friends..

4 SciaccheTrailis a project that grew from the bottom up, and through trail running intends to bring attention to the identity and values handed down from generations of farmers and winemakers who, with a collective effort of extraordinary architecture, gave rise to a terraced landscape, today a UNESCO World Heritage Site. Harvest, Cinque Terre

5 What is SciaccheTrail? a cultural project A vibrant local community exists, despite being always less numerous, and is keenly aware of the intimate bond between agriculture and the survival of a unique cultural heritage, at risk of extinction. Wine, and in particular Sciacchetrà, is the symbol of this magic and ancient connection between man, nature and landscape. Behind the Cinque Terre of postcards, 2 visions collide, 2 different concepts of development, often incompatible: that of global tourism which sees the territory as a product and that of the local residents who build their life projects in that territory. Our philosophy: We would like SciaccheTrail to be an occasion for sharing profound knowledge and fun, a way to access a territory as complex and extraordinary as the Cinque Terre. Runningis a privileged means of entering in contact with this heritage and of understanding the intimate characteristics of the territory, retracing ancient wine trails and discovering the effort and ingenuity of generations of men and women who in this rugged and difficult land decided to plant roots.

6 What is SciaccheTrail? a permanent route The 47km SciaccheTrail course winds along the trails of the Cinque Terre National Park through villages, sanctuaries, and vineyards overlooking the sea

7 Whyisthe Cinque Terre anidealplacefortrailrunning? Becausethe Cinque Terre haseverything: trails, breathtaking and uncontaminated nature, hospitality, and excellence of local products such as Sciacchetrà DOC wine. Runners, SciaccheTrail 2015

8 SciaccheTrail the festival: Food and Wine Pasta Party Monterosso, SciaccheTrail 2015

9 SciaccheTrail the festival: The race Monterosso, Start of SciaccheTrail 2015

10 SciaccheTrail the festival: Wine culture Sciacchetrà guided tasting by AIS La Spezia, Monterosso, SciaccheTrail 2015

11 SciaccheTrail the festival: Sport and journalism «Outdoor Journalism» Seminar, SciaccheTrail 2015

12 SciaccheTrailis a race for few, a festival for all! Group of finishers at SciaccheTrail 2015

13 The first editionof SciaccheTrailwasa greatsuccess in terms of press visibility, both italianand international. But above all it gave life to an event that involved the entire local community, and today the Cinque Terre Amateur Sports Association counts numerous members from all 5 villages of the Cinque Terre Italian and international athletes and journalists. From: Italy, Germany, Austria, United States, France, Great Britain. Km 0 products from local producers and from the Appennino Tosco- Emiliano National Park, Lunigiana and Val di Vara togetherwith Cinque Terre winemakers. Presence of Italian and international journalists at SciaccheTrail with press coverage in: Austria, Great Britain United States Germany Switzerland

14 The first editionof SciaccheTrailwasa greatsuccess with the participation of national and international elite athletes: Sally McRae, coach and Nike Elite Trail Running Team athlete. Marco de Gasperi, Team Scott, 6-time Mountain Running World Champion. Elisa Desco, Team Scott, European Mountain Running Champion and Skyrunning World Champion.

15 The uniqueness of SciaccheTrail The Cinque Terre like you ve never seen: A uniquemix of beauty, tradition, sport, community and gastronomic culture Runner, SciaccheTrail 2015

16 The uniqueness of SciaccheTrail Wine and Trail Running: A perfect union to experience and share a fragile territory and difficult topography Runner inside the Cantina Sociale, SciaccheTrail 2015

17 The uniqueness of SciaccheTrail A festival atmospherein Monterosso and in the 5 villages: The entirelocalcommunity is involved in welcoming the athletes The winemakers of the Cinque Terre at SciaccheTrail 2015

18 The first editionof SciaccheTrailwasa greatsuccess thanks to the trailrunning community, the trueprotagonists of the event. Race Participants, SciaccheTrail 2015

19 Feedback and Testimonials Fausto Prato, runner: «Infinite compliments for the panoramas that you ve shown us and for the excellent organization. Friendly volunteersalwayspresent, cheeringuson...» Elvis Giudici, runner: «and the best surprise of all, the finish line tapeto break asifwewereallwinners... Yes, thatwasthe best surprise because in trail running every finisher is a winner and you interpretedthatthoughtexactly, thankyouso much!! The pasta party wasdivine ehehehso good!!! Butaboveallthe creditgoesto you the organizers because you were impeccable, you were memorable!!!...the trail was perfectly marked, volunteers were smiling and friendly...» Sally McRae, American runner and coach: The spirit of the Cinque Terre humbled me and it became clear that this event wasn t just another line on my race schedule, it was an arrow through the very heart of why I run.

20 Forthe success of the eventwepointto thesekey elements: Cinque Terre: International tourism destination Tradition, uniquenessand conviviality Entertainment: Initiatives for families Sharing with the community of the Cinque Terre and its excellence

21 Forthe success of the eventwebelievein thesevalues: The principal factors Sport: an opportunity to meet and grow in contact with nature Safety and Maintenance of the Territory Community: share the local culture and landscape with the participants Internationality: a global showcase which maintains a dimension of local authenticity Experiential Tourism: trail running as an attraction for quality tourism attentive to tipicality

22 Communication and Event Promotion cross-media promotion: via traditional media and social media channels to guarantee maximum visibility to our partners and sponsors. The SciaccheTrail medal, made by RichySteel

23 Communication and Event Promotion The phases: The event communication, launched last year, has a cross-media approach and utilizes both traditional print and media, and social media channels. PRE-EVENT Videos: about the territory, wine, community and sport POST-EVENT Video production and photo galleries Social networking: Twitter, Instagram, Facebook Events and Presentations: Awaiting SciaccheTrail, promotion and education Social networking: Twitter, Instagram, Facebook Partnerships and joint events with other wine trails Publishing of the new press review Television broadcasts and appearances: Publication of guides and signage Publication in guides, web sites, outdoor magazines and newspapers Advertising materials: brochure, flyer, poster, roll-up, outdoor banner Eventwebsite sciacchetrail.com withblog and updates on «works in progress» Eventwebsite sciacchetrail.com withblog and updates

24 Communication and Event Promotion The phases: LONG-TERM: Permamentpresence of the SciaccheTrail course description on the portal of the Cinque Terre National Park and content sharing on social media Permanent presence of the SciaccheTrail course on the signage along the trails of the park Press communication via web, events and fairs Participation with informative materials at existing trail running races such as the ValtellinaWineTrail Public relations activities with internationally known athletes Education for journalists in the sport and food and wine industries Editorials in sports, wine and food, and general publications Storytelling about winemaking in the Cinque Terre and opportunities for outdoor tourism through sports PR

25 Communication and Event Promotion Internet, social and print media: The relevant public is not just that of the world of competitive sport, but also that of experiential tourism, and families, on an international level. All communication regarding SciaccheTrail is presented in Italian and English. Web site: views(march 2015) daily visits Distribution of advertising material in the Cinque Terre National Park visitor centers - 2,5 millions of visitors/year Facebook: «Likes» 7000 post coverage «Likes» post coverage Advertising materials: flyers, brochures, posters, outdoor banners, roll-ups, give aways. Youtube: query=sciacchetrail 4890 views Event Newsletter SciaccheTrail 5000 mailing list coverage

26 Communication and Event Promotion The videos: The SciaccheTrail videostellthe story of the valuesof the localcommunity and of the sporting event with publicity space for partners and sponsors: The videos are visible at (Sciacchetrail channel) and Video Part 1 The winemakers of the Cinque Terre 4923 views( ) By: Christine Godfrey Video Part 2 The runners 3648 views( ) By: Christine Godfrey Video Part 3 The race 2250 views( ) By: Christine Godfrey New video serie Lasagne al pesto 260 views( ) By: Christine Godfrey

27 Communicationand EventPromotion printmedia: with advertising space for partners and sponsors: Brochure, A4 Poster, A3 RollUp, 210cmx80cm Outdoor banner, 6mt x 1mt Pasta Party Menu SciaccheTrail map Newsletter Flyer and Poster

28 Communication and Event Promotion Local coverage: spread the idea, share the experience and support partners and sponsors Leafleting and presence at events and trade shows Patronage of municipalities and institutions and sponsorship from outdoor companies with news links Social networking Co-branding Live broadcasts Live services, outdoor industry promotional videos, media partnering with outdoor magazines and publications

29 Communicationand EventPromotion Local coverage: SciaccheTrail 2016 has received the patronage of the Italian National Commission for UNESCO

30 Communicationand EventPromotion The press office: The press office is characterized by continuous attention to quality content and dialog with all those who contribute to the creation of ourimage Press conference Videos and interviews Press and educational tour Media service Links with partner and sponsor sites Continuing education events with the Ligurian Order of Journalists on the theme of the relationship between sports and territory Articles in local, national and international newspapers Presentations at events connected to the territory of the Cinque Terre Insertion in international race calendars Editorials in specialist publications Social networking Communication- Press review

31 Communicationand EventPromotion Press review: The perceptionof the eventbothnationallyand internationally. The full press review is consultable at: TV Rai Uno, Italy«Linea Verde Orrizonti» Interview with Marco de Gasperi about SciaccheTrail Outdoor Magazine, Austria «TrailRunningSzene» Article on SciaccheTrail Online Magazine, USA «RunningTimes «Article about SciaccheTrail was born Outdoor Magazine, Italy, «Skialper» Article in Mountain Running insert

32 SciaccheTrail2016 scheduled events aimed at sharing the spirit of trail running: Wine tastings with sommelier Mini-SciaccheTrail for kids and families Yoga Educational events with journalists from the sports, food and wine industries Village festivals The elite of Italian wine will be the main guests alongside the producers of Cinque Terre DOC, during race weekend. The village will host stands of the main trail races organized in wine territories, with their respective producers. Pasta Party with localspecialties from the Cinque Terre and the Val di Vara Photo - Workshop Event «The wine Trails»

33 Website: Facebook: Instagram:

34 Thanks! Text: Marzia Vivaldi Graphic design: Sandra Bosch - Foto: Davide Marcesini, Horst von Bohlen, Italo Tosti, Jacopo Maugeri, Marzia Vivaldi