Identity as Value

What is territorial marketing

Culture & Territory

Territorial marketing analyzes, enhances, and promotes the Territory—understood as a living, highly complex entity—and its products, aiming to improve residents’ quality of life, attract tourists and investments, and foster economic development.

It focuses on creating an empathetic connection with the public and safeguarding sustainable social values, including the environment: well-being, understood as the ability of a community to live well.

Our point of contact

Daniela Cavallo

An architect with a humanistic education and approach, lecturer in Territorial Marketing at the School of Management, University of Verona, and Territory Coach. For ten years at the Department of Business Administration at the University of Verona, together with Professor Claudio Baccarani, he has developed a school of thought for this discipline, which later became best practice: “empathetic” Territorial Marketing. For many years, his work has focused on “training” territories and businesses in enhancement, co-creation of value, and awareness, especially in areas that are more complex than others.Select 7 more words to run Humanizer.

Why do Territorial Marketing?

The goal is to understand the resources and needs of the local community and make them unique and special.

Territorial marketing develops a sense of belonging and awareness among the population and is capable of building lasting relationships with travelers.

The awareness journey toward creating a new reputation for territories helps redefine the identity of places and attract resources and investments.

The Method

Uncovering the Hidden Resources of the Territory

Projects start from the ground up: to build and enhance the uniqueness, culture, and economy of a territory, it is essential to begin with listening, studying and identifying networks and relationships, and engaging with businesses, administrations, and residents.

We focus on the past, present, and future.
Only in this way is it possible to discover and unveil a place’s hidden resources.

A Heritage to Savor

Among the main treasures of a territory, food and wine is also one of the primary drivers of tourism in Italy—not only in the most well-known destinations. Italian culinary heritage is an inexhaustible source of experiences and a genuine ambassador of history, culture, tradition, experience, and care.

Its ability to leave a lasting mark on the travel experience makes it an ideal tool to tell, enhance, and strengthen territorial identities, also rediscovering marginal or lesser-known areas through slow and high-quality tourism.

Food-related tourism is one of the experiences that more than ever combines product excellence with the discovery of a place’s culture, traditions, and stories: it is therefore the ideal starting point for 360-degree storytelling.

Today, more than 3 in 10 Italians choose food and wine products as a driver for their travels. The audience is highly diverse, composed of experts, enthusiasts, and curious travelers who, beyond tasting, seek cultural experiences, well-being, and sustainability, contributing to the economic and social growth of the territories involved.

What we offer

Engage, in every sense

Our model is based on an integrated strategic approach: from the territory coach to communication, from data collection and analysis to design, from visual identity to events.

We assess and develop, together with our clients, the most appropriate services according to specific needs.

We are able to guide a territory through a strategic journey that builds on its values and shapes its identity through a cohesive and original storytelling system.Select 28 more words to run Humanizer.

We focus on

Cultural planning
Building identity to attract resources
Design and management of territorial development plans
Enhancement of products, businesses, and people
Development of new co-enhancement models
Definition of storytelling strategies: uncovering, designing, and narrating uniqueness
Concept creation and branding
Integrated online and offline communication strategies and plans
Training for businesses and institutions
Support for territorial authorities
Innovative and participatory initiatives
Stakeholder engagement and network creation
Event planning and organization
Support for participation in national and international grants
Training

The journey

Creating value to attract resources

Within a rapidly evolving context, we have developed a model capable of adapting to the market.

Our approach keeps ideas and creativity at the center and is able to offer specialized expertise governed by a solid central strategy.

Services, skills, and relationships merge into a strategic, creative, and technological hub that moves like a particle animation, with autonomous yet interconnected elements shaping a harmonious and, above all, truly effective path.

For boundless creativity, with measurable results.

Analysis

Analysis of conditions to sustainably develop the territory and cataloging of resources

Management

Management of the complexities related to the governance of territories, and deep understanding of the place’s distinctive characteristics.

Creation

of a shared vision for the territory

Building

of reputation through territorial marketing pathways and tools (communication, engagement, and perception).

Positioning

of the territory and attraction of resources through value creation

Launch

of the process through a pilot project and, in case of a successful test, its subsequent implementation.

Measurement

and results analysis

1.Analysis

Analysis of conditions to sustainably develop the territory and cataloging of resources

2. Management

Management of the complexities related to the governance of territories, and deep understanding of the place’s distinctive characteristics.

3. Creation

of a shared vision for the territory

4. Building

of reputation through territorial marketing pathways and tools (communication, engagement, and perception).

5. Positioning

of the territory and attraction of resources through value creation

6. Launch

of the process through a pilot project and, in case of a successful test, its subsequent implementation.

7. Measurement

and results analysis

The territory coach

The Territory Coach is our key figure, defined in terms of roles and skills through the work of Daniela Cavallo: not just a designer, but a true coach capable of conveying a method and a vision in a continuous and lasting way, focusing not only on current projects but also on the long-term legacy the project leaves on the territory.

A dual perspective on the territory—design/creative and managerial—is the hallmark of our approach: a comprehensive vision that makes the interplay of history, architecture, landscape, marketing, and communication the key to making the invisible visible.

A work of high craftsmanship that weaves relationships and connections, creating a tailor-made project based on the specific characteristics and needs of the territories and organizations involved.

Every territory holds a unique story.
At PG&W, we tell it, enhance it, and bring it to life.
Here you can explore the projects that have given new energy to places and communities.