Frequently Asked Questions about Iskiah
WHAT IS ISKIAH?
ISKIAH is the international exonym for the island of Ischia.
Following market research, our team found out there was a problem in identifying the island, which originated from the difficulty to pronounce the word ISCHIA.
The first travel journalist who raised the issue was Rick Steves Rick Steves.
WHO HAD THE IDEA OF ISKIAH?
The name was conceived by Pep Minichino (Campanica's efforts) following a debate with the Norwegian journalist Gudmund Lindbaek (King Goya Travel Magazine), before being developed by Vincenzo Notaro (Officina Mirabilis).
WHAT IS AN EXONYM?
Naples is an exonym, officially used abroad to identify the city of Napoli.
Differently from other exonyms, ISKIAH maintains the original sound of the word Ischia, making it readable to a wide segment of the international market: from Anglo-Saxon countries to North-European ones, up to Semitic languages – Hebrew and Arabic – and Indo-European ones, such as Russian, Hindi, Greek. Not bad as a target area!
WHY IS SOUND IMPORTANT?
Sound is the magic of names and Ischia is a happy case of onomatopoeic name: the sound of the word, if correctly pronounced, conveys precise sensations which identify the island.
The relationship a tourist has with a destination is with the name, even before setting foot on it. It’s about spelling and sound, which must be consistent with images, emotions and sensations.
WHY CHANGE THE NAME?
It is not an issue of changing the name, but rather of adding the spelling ISKIAH to the name Ischia. ISKIAH makes the magic of sound accessible to a vast international audience.
WHAT HAS BEEN DONE SO FAR?
We have sparked debate among local, national and international experts, thanks to Campanica's efforts.
We have launched the iskiah.com website iskiah.com, with related Facebook and Instagrampages and we have developed a first draft of “Problem Ischia / Solution Iskiah”video, thanks to the commitment of Officina Mirabilis.
We have published the first international articles in English and Norwegian, thanks to the efforts of King Goya.
We have organized the first discussion event “Ischia proposte di glocal rebranding", held at the Relais Corte degli Aragonesi, where the action of “Ischia Questionnaire” was discussed, thanks to the support of Salvatore Lauro (Alilauro, Ischia 4.0).
WHAT IS THE NEXT STEP?
Our aim is to submit the approval of the name ISKIAH to the appointed political commissions, in order to give Ischia an extra edge in terms of foreign markets. But that’s not enough!
At the same time, we want to launch an international marketing operation which will convey every aspect of Ischia – the attractions and typical features of the island – through a questionnaire on how the re-naming of ISKIAH is appreciated.
The Ischia Questionnaire will be addressed directly to foreign tourists, identified to attract and retain high quality tourism.
WHAT IS THE ISCHIA QUESTIONNAIRE?
TheIschia Questionnaire was designed to smoothly mingle the ISKIAH exonym with the Italian Ischia. The objective is to empower the ISKIAH “sonic logo”, making the pronunciation clear and simple to an international audience.
A strategic goal is to make Ischia known abroad through a glocal rebranding operation. The international inquiry into the approval of the ISKIAH name will carry out a series of messages and contents that will present Ischia’s tourist offer to foreign targets.
The Ischia Questionnaire will be launched via social media through posts and videos , appealing even further via Ads, with the addition of freebie and coupon to invite international users to respond, after registering on the website iskiah.com.
Ads are also planned on international travel magazines, which will give further prestige to Ischia and the whole operation.
The Ischia Questionnaire is an integrated communication and advertising tool for the island of Ischia, designed for an international target.
The Ischia Questionnaire is a glocal tourist marketing operation glocale, which integrates a vast Editorial Content Plan, designed to introduce Ischia to foreign tourists, with a concrete Advertising Media Plan on an international scale. The channels will be: websites with backlink networks, social media, international specialized magazines, which will point to the iskiah.com platform on which we will launch the Ischia Questionnaire, scheduled for 2022.
WHAT STARTED IT?
Ischia is a difficult name to pronounce for theEnglish-speaking touristsIscla, Aiscia, Aische, are just some of the unpronounceable sounds we heard in the course of our research.
The name ISKIAH was designed to simplify the pronunciation for a large part ofEnglish-speaking tourists and not only, who struggle to pronounce the word Ischia with consequent problems identifying Ischia as a brand.
Currently the island is experiencing a difficult period, between old tourist targets lost after the introduction of the Euro (such as German tourists) and new international targets that are difficult to loyalize new ones (such as Russian tourists), with the problem of the concept of low cost that undermines the high-quality potential of the Ischia tourist offer.
Internationalization is an issue that must be addressed immediately, as it happened to the Veneto Region, which recently changed its claim to “The Land of Venice” in English. A new trend in communication.
HOW DO YOU INTEND TO MAKE THIS REAL?
Our team is convinced that today the key resides in engaging the users in every phase of a deep communicative cultural and social process. Such a process can provide Ischia/Iskiah with a new "why": an organic, green, smart and stylish mission which - while thriving on the grandeur of the island's past - will be able to understand today's delicate situation and project itself onto the future
Ischia / Iskiah – The forever green Isola.
Engaging and serving tourists, this is our mission, linking Ischia to the rest of the world, from the means of transport to images and emotions.
Team up and look at this from multiple points of view, with a vision capable of defining Ischia’s tourist product, considering the current perception of Ischia as a brand, and at the same time with a view on foreign markets (glocal rebranding operation).
The island of Ischia is open to an unprecedented tourism flow and to implement reception throughout the year. The complexity of this marketing operation requires a restricted meeting with some operators / backers of the island territory: to regulate the media phase of approaching the Ischia Questionnaire.
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