Beach marketing e start up nel settore pubblicitario in concessione: esame di un caso concreto

This paper is the result of a research in the advertising concessions area, especially in the seaside advertising business. It represents the Italian market in present days and it examinates the future possibilities based on innovation and funcionality. For a better view on the market direction, Italy has been compared to Portugal, as a proof that the business keeps expanding thanks to new ideas and communication formats. The present case history shows the development of BWMedia, a portuguese start up, which in 2015 launched an innovative product, the Mudaki, working both as a mobile dressing cabin and as a 360° advertising space. By considering the Italian context, this kind of communication combined to a public free service, could be a good point to start thinking about increasing the advertising business.