INTRODUCTION

TASK

PROCESS

RESOURCES

CONCLUSION

The city's future is in your hands… that's right, now you call the shots!

In a nutshell, Urbino is not as well-known as it should be… we're an official UNESCO World Heritage site, yet most of the tourism we get is leftovers from our neighbouring beach-side communities… usually people who've chosen to drop by our city looking for a way to spend a rainy day.

We need to change this trend. Turn our city into a "main attraction" and position ourselves in the minds of the will-be tourist as the must-see destination of the Marche region… no, better yet, of central Italy! But in order to do this we need a plan…

Throughout this process you will be called upon to wear many hats, dissecting the city's many "wants" and identifying its true "needs".

You can be the Mayor, the University Regent, the Hotel Manager and, ultimately, even the Creative Director who dashes in and solves Urbino's "communication breakdown" with a flick of his creative wit!

Are you up for the challenge? Good, then read on…