Page 1

“Un'esperienza equestre in un paesaggio agreste”


THE PROBLEM Approximately 900 race horses in San Siro Hippodrome became "unemployed" at the beginning of 2012 due to cut of governmental funding for horse races Italy. In the most possible scenario, while some of these horses will be sold for racing in other countries, many of them will not be as lucky enough to stay alive.


THE OPPORTUNITIES The questions about where these horses should actually be, ended up with a research on natural, rural areas around the city. The research showed that, Milano has a great agricultural character as a metropolis with hundreds of dairy farms around the city center. In addition to that, this side of Milano was generally underrated against the perception of city of fashion, shopping and design.


THE SERVICE After moving from the problem of unemployed race horses of San Siro Hippodrome and discovering underrated generous green side of Milano, a project appeared, which aims to save the horses by taking them back to the nature and giving them a second life and also offering a new kind of experience to the urban people.


“Un'esperienza equestre in un paesaggio agreste�

A service offering horse rides around countryside of Milano with rehabilitated ex-race horses coming from San Siro Hippodrome.


THE SYSTEM Race horses need to be rehabilitated before they can function as riding horses. After the rehabilitation process which is provided by the horse owners, these horses are rented by the service provider, Campo Cavallo Co. Service provider makes contracts with the chosen farms and supplies the required material and assisting/teaching personnel to each farm. While the contracted farms take advantage of hosting Campo Cavallo customers and increasing their income, Campo Cavallo charges its customers according to the length of their journey.


THE TARGET The main target of the Campo Cavallo is young Milanese people who are searching for an alternative activity for their free times. In this group, it’s possible to focus especially the couples, and families with children. In addition to that, since Milan is a city which is highly visited because of many highlighted events during the whole year but also not offering so many alternatives to the visitors, tourists are also an important population of the target group, who wants to enjoy themselves as much as they can.


THE TOUCHPOINTS Campo Cavallo website is the main tool where users get in touch with the service. By using the website they can get information about the horses, the routes, the farms, bed and breakfast services, shuttle schedule, and they can book their trip, and even their horses. In addition to that Campo Cavallo shuttle and personnel in the contracted farms are available for customers’ needs.


THE ADVERTISING Advertising and promotion of the service is either based on either direct contact with the potential customers with opening stands or distributing flyers in the gourmet markets and tourist agencies or special discounts and campaigns published on deal-of-the-day websites like Groupon. Besides, the common social media platforms like Facebook and Twitter are also actively used in the advertising of the service especially by introducing the agricultural character of Milano.


groupon

facebook

markets

smart-box

twitter

touristic agencies


THE LOCATION At the beginning of the project realization Campo Cavallo offers a route which can be called as a “gourmet tour�. Four different dairy farms and farmhouses are chosen according to their locations, surroundings and specialties. All of them already have riding equipment and they are available for beginners to take quick riding courses before they start their tours. One farmhouse also provides the opportunity of accommodation for the service users who want to stay overnight. The number of routes are planned to be increased in the future, with different themes like historical, artistic or wild trips.


Milano city center Cadorna FN

a

1 4

2

3 b

c


1

Cascina Boscaccio Milano city center Cadorna FN

a

1 4

2

3 b

c


2

Cascina SanVito Milano city center Cadorna FN

a

1 4

2

3 b

c


3

Cascina Scanna Milano city center Cadorna FN

a

1 4

2

3 b

c


4

Cascina Gaggioli Milano city center Cadorna FN

a

1 4

2

3 b

c


THE STORY


THE BUSINESS


Campo Cavallo  

A service offering horse rides around countryside of Milano to save the unemployed horses of San Siro Hippodrome.

Read more
Read more
Similar to
Popular now
Just for you