Marketing Sicily

Oct 17, 2019 184

I slands are naturally marketable. Discrete, compact and unique, they present a neat and tidy package that can be readily invested with meaning and value. Because they are by definition separate from their associated mainlands, they are by default exotic, a quality that is viewed positively by consumers who are often looking for something new: a new look, a new taste, a new location, something they can use to rejuvenate themselves.

In the Italian context, there are Sicily and Sardinia, its two largest islands, but also many smaller ones that carry as much cachet, if not more; think of Capri or the Isole Aeolie, which are islands of an island, and an arcipelago, which only amplifies their mystique.

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