WINE2WINE • Sala Salieri - Palaexpo Piano -1
This session aims at providing an understanding of the evolution over time of Vinitaly, which has gone from being an exhibition event to becoming a strategic promoter of wine business and culture at the international level, through digital communication channels and media capable of bringing together all the key audiences in the supply chain, differentiated according to the needs of each.
The speaker will explain how Vinitaly exhibitors and business visitors can make the most of the business-enhancing services that the event and Veronafiere make available to them throughout the year. The strategy for differentiating between business and consumer audiences, inside and outside the fair, will be showcased, with particular focus on the communication channels used and the off-site event Vinitaly and The City. Activities carried out beyond the period of the event such as webinars, social communication and specific calls to action will be illustrated.
Vinitaly Plus, the exchange platform between exhibitor and business visitor and a tool with multiple features – i.e. agenda, business card exchange, customer card with parameters to identify the ideal supplier and customer – will also be discussed. The speaker will then move on to explain how ticketing has changed over time and how the 2022 edition was functional in diversifying audiences for an increasingly business-friendly Vinitaly. Still on the subject of audience differentiation, Case Studies of strategic communication campaigns such as “I am Vinitaly” and “I am Vinitaly and The City” will finally be presented.
Event languages: Italiano, English
How to participate: 100% in-person attendance, with wine2wine Business Forum ticket
Gianni Bruno has always been active role in Services Marketing. He began his career in 1984 as a researcher at the CUEIM Research Consortium. From 1985 until 2002, after graduating in Economics and Business at the University of Verona, he worked as Head of Promotion & Marketing, Events, and Conventions of all the international exhibitions organized by Veronafiere, from Fieragricola to Vinitaly, from Marmomacc to Fieracavalli.
In the next three years, until 2005, he held the position of Brand Manager of Vinitaly, under which Sol&Agrifood and Enolitech fall, simultaneously taking care of the organization of Vinitaly US Tour, Vinitaly Russia, Vinitaly China. Subsequently, his responsibility expands to other events within Veronafiere, engaging in the development of start-ups and the launch of new “Vinitaly in the world” events such as Vinitaly USA, Vinitaly Russia, Vinitaly China Hong Kong, OperaWine. He then became Head of Strategic Marketing, Planning, Development, and Control Area of Veronafiere. Since 2012, he has held the position of Exhibition Manager Wine & Food, managing all events related to Italian and foreign events which fall under the umbrella of the Vinitaly brand.