Post on 30-Oct-2014
description
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How to use Customer Journey Mapping to Optimize Brand Touchpoints as an Destination Management Organisation.
Salzburger Almenweg.
The Perfect Day.
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Salzburger Almenweg
Facts and Figures 350 km, 120 alps, 31 Etappen long distance trail, loop trail market launch: 2006, ITB Berlin connects 25 Pongauer regions Theme: „Von Alm zu Alm dem
Enzian auf der Spur
Regional staging of
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Enzian-Theme
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Orientation , Give Aways, …
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Specials f.e. „Großarltaler Almgeheimnisse“
theme: „culinary experiences Großarltal“(Villages: Großarl, Hüttschlag)
Collect recipies at 14 alpine huts at routes Nr. 14 – 17
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• DESTINATIONS- UND PRODUKTENTWICKLUNG IM TOURISMUS
• INFRASTRUKTUR I SERVICE I MARKE I ERLEBNIS
Source: LEO LAPLAND - Handbook for Experience Stagers
http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
Branding by Experiences
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SALZBURGER ALMENWEG1.STEP: Definition of Visitors
•Most Important •Important in the future (3-5 years)•Most Favorite
TOOL: Persona Methode
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Quelle: tourismusdesign
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SALZBURGER ALMENWEG1.STEP: Definition of Visitors
•most Important today•important in the future (3-5 years)•most favorite
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EXPERIENCE PYRAMIDE …EXPERIENCE PYRAMIDE …
Source: LEO LAPLAND, Handbook for Experience Stagers,http://www.leofinland.fi/index.php?name=Content&nodeIDX=3838
SALZBURGER ALMENWEG2. STEP: develop meaningful strategy
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SALZBURGER ALMENWEG2. STEP: develop meaningful strategy
TOOL: Experience-Pyramide
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SALZBURGER ALMENWEG2. STEP: develop meaningful strategy
TOOL: Experience-Pyramide
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• DREHBUCH 2. SCHRITT: • INSTRUMENT:
Quelle: tourismusdesignQuelle: Service Design. Intensiv. März 2010, Birgit Mager
Before Travel. During Travel. After Travel.
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel
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• DREHBUCH 2. SCHRITT: • INSTRUMENT:
Before Travel. During Travel. After Travel.
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel
Quelle: Service Design. Intensiv. März 2010, Birgit Mager
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• DREHBUCH 2. SCHRITT: • INSTRUMENT:
Before Travel. During Travel. After Travel.
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel
Quelle: Service Design. Intensiv. März 2010, Birgit Mager
STAGES OF A TRAVELarrive I explore I relax I taste I meet I connect
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Stories
Landscapes
Attractions
Before After
SALZBURGER ALMENWEG3. STEP: Develop TacticsTOOL: Customer Journey Mapping / Stages of a Travel
CHANNELS DURING TRAVEL
SALZBURGERLAND.COMSource: tourismusdesign
SALZBURGER ALMENWEG3. STEP: Develop TacticsINSTRUMENT: Customer Journey Mapping / Stages of a Travel
STAGES OF A TRAVELCHANNEL arrive I explore I relax I taste I meet I connect
SALZBURGERLAND.COMSource: tourismusdesign
SALZBURGER ALMENWEG4. STEP: Preparation of RealisationTool: Actionplan
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arrive & orientate
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Source: Apple iPhone 4S TV Spot, http://www.youtube.com/watch?v=-UpmQN55q2g
arrive & orientate
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Source: http://www.palomarweb.com/web/tienda/products/view/5
arrive & orientate
Crumbled City Maps
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Source: http://www.golm.at/inhalt/at/s/6360.htm
explore
Hiking Trail Art + QR-Codes, Montafon
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Segway Mountain Cart
Source: http://www.segway-flachau.at/de/bilder/
explore
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Faxi, Wien, Hamburg
Source: tourismusdesign
explore
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Selber Service Box, Vienna, AustriaSource: tourismusdesign
explore
SALZBURGERLAND.COMSALZBURGERLAND.COMArchitects: Loenhart & Mayr
explore
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explore
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relax
Source: wohothek, http://wohnothek.at/
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photocredits: proholz.at, photo composition: tourismusdesign Architect: HOLZBOX ZT GMBH
Holzbox
relax
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Source : http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html
relax
Baum-Hotel
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Source: Badebotti: http://badebotti.ch/bilder/
relaxEtzlihütte, 2.050 m, Schweiz
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Quelle: http://www.spiegel.de/fotostrecke/fotostrecke-59042-3.html
Rasten
Baum-Hotel
relax
Scenic RoadsNorway
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BRANDING BY EXPERIENCE DESIGN IN 4 STEPSBest Practice „Salzburger Almenweg“
Auf Wiedersehen!