We transform places into Destinations
DMA is the creative partner and global thought leader for those shaping the future of destination.
We help cities, communities, and developers craft the vision, brand, marketing, and experiences that transform places into thriving destinations.
We don’t do promotion.
We design systems that increase frequency, dwell time, and long-term value
A selection of companies that trust our expertise.
about DMA
Turning spaces into places that people love
Founded by Alessandro Gaffuri, a pioneer in placemaking and property marketing since 1997, DMA builds on decades of experience across community parks, tourism developments, shopping malls, and mixed-use destinations, always enhancing the connection between people and places.
As a dedicated team, we are strategists, creatives, and implementers driven by one mission:
to bring people together by creating Favorite Meeting Places, spaces that inspire, engage, and grow.
Our goal is to design places that enhance culture, boost commerce, and move people, both emotionally and physically, while challenging the status quo, consistently pushing ourselves, our partners and clients to deliver value to the people and their communities.
What we do
Driving a better way of doing marketing
We guide destinations through every stage of their journey, from strategy to activation.
Core services to define identity and direction. This is where the reason why someone should return is established
- Market analysis and benchmarking (direct and indirect competitors)
- Definition of the Destination’s positioning
- Target segmentation (residents, tourists, shoppers, repeat users, etc.)
- Value proposition and strategic storytelling
- Brand identity and brand architecture
- Multi-year strategic plan (Destination Management Plan)
It’s not enough to bring people in: you need to make them come back. The focus must be on the quality of the experience.
- Customer journey mapping (before, during, after the visit)
- Design of integrated physical and digital experiences
- Experiential programming (events, activations, seasonality)
- Identification of “wow moments” and friction points
- Design of supporting services (info points, hospitality, digital services)
Not just promotion, but relationship building. Visitors must be turned into regular users.
- Omnichannel marketing plan
- Acquisition campaigns (online/offline)
- Content strategy (editorial, social, video, UGC)
- Influencer and creator marketing
- PR and media relations
- CRM and marketing automation
- Loyalty and membership programs
Often underestimated, but crucial. They determine whether the destination is truly performing.
- Data collection (footfall, dwell time, behaviors)
- Definition of KPIs (return rate, frequency, conversions) and KVIs (value, positioning, etc.)
- Flow analysis and heatmaps
- Data-driven segmentation
- Test & learn (A/B testing on campaigns and spaces)
Crucial for complex destinations (e.g., cities, districts), because without governance even the best strategies fail.mated, but crucial. They determine whether the destination is truly performing.
- Coordination among stakeholders (public/private)
- Governance models (consortia, local tourism boards, DMO, etc.)
- Engagement of local operators
- Stakeholder training and alignment
- Decision-making processes and operational roadmaps
A key driver of frequency. Events are the concrete reason to return.
- Event concept development and planning
- Annual calendar (to reduce seasonality)
- Experiential activations (pop-ups, installations)
- Proprietary, replicable formats
- Collaborations with brands and communities
Increasingly central. This is where long-term competitive advantage is built.
- Digital ecosystems (apps, websites, platforms)
- Phygital integration (online + offline)
- Booking systems and flow management
- Smart destination technologies (beacons, AI)
Not just projects, but ongoing support—so the client becomes more autonomous and advanced.
- Training for internal teams and operators
- Strategic workshops
- Continuous support (retainer advisory)
How we work
Strategy
Identify opportunities and challenges through deep analysis and collaboration.
Positioning
Define your vision and market differentiation.
Creative
Translate insights into tangible plans and engaging ideas.
Implementation
Deliver creative experiences and activations that drive awareness and conversion.