CARRARA – “I read the article in the online newspaper La Voce Apuana which talks about the new tourist campaign in Carrara (the city where I was born and still live). I don’t want to seem disrespectful or even offend anyone, but it’s pure “fluff.” Giancarlo Fornei, now retired marketing consultant, writes harshly criticizing the slogan and images chosen by the administration for the promotional launch of the Carrara tourist season.
“There is no precise positioning – he contests -, the focus is totally lacking (too many things are wanted to be said so as not to convey any precise message to the consumer) and the slogan (or claim as advertisers would say) is hot air. It does not mean anything. Explain to me what “Carrara: more unique than rare” means? Carrara was once associated with white marble. You could like it or not, but it had an identity of her own. After all, a certain Michelangelo Buonarroti sculpted that masterpiece called “La Pietà” in white Carrara marble. But let’s also admit that times have changed and that we wanted to look for a new image (which in any case, without positioning has no reason to exist). I fear that the Carrara administration has spent a lot of money on this new tourist image. Money that could easily have been saved and used better. We have three excellent educational institutions in the city: the Academy of Fine Arts, the Art School and the Marble School – suggests the consultant – It would have been enough to involve the students and hold a competition in these three institutions: the kids would have developed ideas in abundance and completely free of charge. And, I’m sure, much more relevant too. Finally, allow me to make one last observation: before spending money on communication and trumpeting the new tourist image from the rooftops, it would have been very wise to fix the city. It’s like putting on a beautiful new dress and going to a party, but not washing yourself in over six months. Inevitably, other guests would keep you at arm’s length. And I’m sorry to admit it: Carrara has been abandoned to itself not for six months, but for years and years of total neglect. If I have offended anyone’s feelings, I apologize. It was not my intention to offend or criticize the work of others. As a former marketer and mental coach who has practically toured Italy – concluded Giancarlo Forlei -, I am truly sorry to see my city so full of peculiarities without any identity and ability to be remembered for something very specific”.
Giancarlo Fornei is a former marketer and mental coach (he closed his VAT number in 2022 and today lives off the copyright of his books). He worked for many years as a marketing consultant in some important companies in Milan, Treviso and Parma. He has spent the last twelve years traveling around Italy and training entrepreneurs in the world of beauty and hair care.
Her book is “Distinguishing yourself so as not to die” which talks about how to focus and differentiate yourself from the competition and is aimed, in particular, at women entrepreneurs. Her blog is Coachingperdonne.com
