Frequently Asked Questions about Iskiah

WHAT IS ISKIAH?

ISKIAH is the international exonym of the island of Ischia.

Following market research, our team found it problematic identifying the island starting from the difficulty to pronounce the word ISCHIA.

The first travel journalist who posed the problem 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 the name of Napoli, the name officially used abroad to identify the city of Naples.

Unlike this example, ISKIAH maintains the sound of the word Ischia. It is not changed making it readable to a vast part of the international market. From the Anglo-Saxons to the North-Europeans ones, up to Hebrew and Arabic - even to those of Indo-European origin - Russian, Hindi, Greek. Not bad as a catchment area!   

WHY IS SOUND IMPORTANT?

Sound is the magic of any name and Ischia is a happy case of onomatopoeic name: the sound of the word, correctly pronounced, inspires precise sensations that identify the island.

The relationship a tourist has with a destination, even before setting foot at the destination, is with the name. It´s about spelling and sound, which must be consistent with images, emotions and sensations.

WHY CHANGE THE NAME?

It is not a question of changing the name, but rather 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 moved it forward with a debate between local, national and international experts, thanks to Campanica's efforts.

We have opened the iskiah.com website iskiah.com, with related Facebook and Instagrampages, we have developed a first draft of “Problem Ischia / Solution Iskiah”video, thanks to the commitment of Officina Mirabilis.

We published the first international journalistic articles, in English and Norwegian, thanks to the efforts of King Goya.

We made 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 efforts of Alilauro and Ischia 4.0.

 

WHAT IS THE NEXT STEP?

We intend to submit the approval of the name ISKIAH to the appointed political commissions, to give Ischia an extra gear in terms of foreign markets. But that's not enough!

At the same time, we intend to launch an international marketing operation, which will bring every aspect of Ischia – the attractions and typical features of the island to foreign markets – through a questionnaire on the fulfilment of the ISKIAH naming.

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 settle the meaning of ISKIAH with the Italian Ischia. The intension is to establish the “sound” ISKIAH, and make the pronunciation clear and simple for the international public.

A strategic goal is to make Ischia known abroad through a glocal rebranding: 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, via post and video appealing, 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.

Advertising in international Travel magazines is also planned, which will give further influence to Ischia and the operation.

 

Operation's scheme:

Summary:
The Ischia Questionnaire is an integrated communication tool and advertising for the island of Ischia, designed for an international target.
L’Ischia Questionnaire è un’operazione di marketing turistico a raggio glocale, which integrates a vast Editorial Content Plan, designed to present 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 open the Ischia Questionnaire planned to happen in 2020.

WHAT PUSHED THIS RESEARCH?

Ischia is a difficult name to pronounce for theEnglish-speaking worldIscla, Aiscia, Aische, are just some of the unpronounceable sounds we heard during our research.

The naming ISKIAH was designed to simplify the reading of the name to a large part of foreign tourists (English-speaking world and beyond), who struggle to pronounce the word Ischia with consequent problems identifying Ischia as a brand.

Currently the island is experiencing a complex period, between old tourist targets lost after the advent of the Euro (German) and new international targets that it is not able to retain (such as the Russian one), with the problem of low cost that undermines the high-quality potential of the Ischia tourist offer. 

Internationalization is an issue that must be addressed immediately, as happened to the Veneto Region, which recently changed its title to “The Land of Venice” in English. A new trend in communication.

HOW DO YOU INTEND TO MAKE THIS REAL?

Our team is firmly convinced that the key is to involve people in every communication process.

Involving and serving tourists, connecting Ischia to the rest of the world, from transport to products, from images to emotions: Ischia – The Isola Hub / Iskiah – The Isola Hub.

Team up and look at this from multiple points of view, with a vision capable of defining the Ischian tourism product, considering the current perception of Ischia as a brand, and at the same time with a view on the foreign markets (glocal rebranding).

This operation will show the glories of the island’s past, understands today’s situation, work together with opportunities, and knows how to change the future.

 

 

ENTER THE ISOLA HUB

The island of Ischia is open to unprecedented tourism flows and to implement reception through the year. The complexity of this marketing operation requires a restricted meeting with some operators / financiers of the island territory: to regulate the media phase of approaching the Ischia Questionnaire.

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