Glob Com 2006 Team 02

Team 2 - 2006

We believe that with a strong orientation on targets and goals Germany could clamber from the actual rang 10 to rang 5 of the most popular holiday destinations worldwide in the following 3 years.

Therefore a complex system of cooperation partners will be established as basis for multifaceted strategies and actions

The red threat of all strategies and actions suggested from our agency will be „Germany – explore fascinating diversity

1. Executive Summary

2. Expectations of the client

3. Situation Analysis

a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget

9. Methods of measures

10. recommendations

Executive Summary

Team 2 - 2006

• The awareness of Germany‘s natural beauty, cultural heritage, modern culture and beautiful/exciting cities have been increased

The campaign should focus on Germany‘s big cities as well as on the country side

• The vacation days young people age 20-35 spent in Germany should have increased

• The tourists in the age group 40-plus should be spending more money per day and person in Germany

• Vacation days spent in Germany should be increased in at least in five different federal states

Expectations of the client1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

situation analysis

the target countries

Germanythe five federal states

Facts and Data

SWOT-analysis




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

population: 58,100,000

official language: Italian

GIP p. Person: 25,473$

Italy, officially the Italian Republic, is a Southern European country, situated on the western side of the European continent. It comprises the Italian peninsula, the Po River valley, and two large islands in the Mediterranean Sea, Sicily and Sardinia, and shares its northern alpine boundary with France, Switzerland, Austria, and Slovenia. The country also shares a sea border with Croatia, and France. The independent countries of San Marino and the Vatican City are enclaves within Italian territory. It is shaped like a boot, and for this reason it is commonly called lo stivale (Italian for boot).

Italy1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


official language: Spanish


Spain, is the largest of the three sovereign nations that make up the Iberian peninsula—the others are Portugal and Andorra—located in Southern Europe. To the west and to the south of Galicia, Spain borders Portugal. To the south, it borders Gibraltar and, through its cities in North Africa (Ceuta and Melilla), Morocco. To the northeast, along the Pyrenees mountain range, it borders France and the tiny principality of Andorra. It also includes the Balearic Islands in the Mediterranean Sea, the Canary Islands in the Atlantic Ocean and a number of uninhabited islands on the Mediterranean side of the strait of Gibraltar, known as Plazas de soberanía, such as the Chafarine islands, the "rocks" (peñones) of Vélez and Alhucemas, and the tiny Isla Perejil (disputed). In the northeast along the Pyrenees, a small exclave town called Llívia in Catalonia is surrounded by French territory.

Spain1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

population: 47,432,000official language: Afrikaans, English and 9 smaller onesGIP p. Person: 3,714$

The Republic of South Africa is a country located at the southern tip of the African continent. It borders the countries of Namibia, Botswana, Zimbabwe, Mozambique, and Swaziland. Lesotho is an enclave entirely surrounded by South African territory.South Africa has experienced a significantly different evolution from other nations in Africa arising primarily from two facts: immigration from Europe reached levels not experienced in other African communities and a level of mineralogical wealth that made the country extremely important to Western interests particularly during the Cold War. As a result of the former, South Africa is a very racially diverse nation. It has the largest population of people of Colored (i.e., mixed racial background), European, and Indian communities in Africa. Black South Africans account for roughly 75% of the population.

Republic of South Africa1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

population: 1,095,351,995

official language: Hindi, English and 21 other ones

GIP p. Person: 590$

India is a country that occupies the greater part of the Indian subcontinent in Asia. It has a coastline of over 7,000 kilometers (4349 miles) , borders Pakistan to the west, Nepal, China and Bhutan to the north, and Bangladesh and Myanmar to the east. In the Indian Ocean, it is adjacent to the island nation of Sri Lanka. India is the seventh-largest country by geographical area and has one of the most diverse populations of wildlife, geographical terrain and climate systems found anywhere in the world.

India1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


official language: Arabic


The United Arab Emirates (also the UAE or the Emirates) is a Middle Eastern country situated in the southeast of the Arabian Peninsula in Southwest Asia on the Persian Gulf, comprising seven emirates: Abu Dhabi, Ajmān, Dubai, Fujairah, Ras al-Khaimah, Sharjah, and Umm al-Qaiwain. Before 1971, they were known as the Trucial States or Trucial Oman, in reference of a nineteenth-century truce between the British and some Arab Sheikhs. It borders Oman and Saudi Arabia. The country is rich in oil.

United Arab Emirates1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

population: 298,754,511official language: EnglishGIP p. Person: 38,500$

The United States of America is a federal republic in North America. Founded in 1776, it is the oldest extant constitutional republic in the world.The U.S. originated from thirteen colonies in British North America that declared their independence in 1776. After winning the American War of Independence, it was recognized as the new nation following the Treaty of Paris in 1783. During the 19th and 20th centuries, thirty-seven new states were added.Buoyed by victories and as the only major power not devastated in World Wars I and II, and especially after the collapse of the Soviet Union in 1991 following the Cold War, the U.S. emerged as the world's sole superpower or hyper power. It is a founding member of the United Nations, G8, NATO and NAFTA.

United States of America1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

official language: Germancapital: Berlinarea: 357,050 km²population: 82,411 Million inhabitants GIP p. Person: 24,438€

foundation: May 23, 1949reunification: October 3, 1990

form of government: democratic parliamentary federal republicpresident: Host Köhlerchancellor: Angela Merkel vice Chancellor: Franz Müntefering

Federal Republic of Germany1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- The Federal Republic of Germany is located in Central Europe.

- To the north it is bordered by the North Sea, Denmark, and the Baltic Sea, to the east by Poland and the Czech Republic, to the south by Austria and Switzerland, and to the west by France, Luxembourg, Belgium and the Netherlands.

- Germany shares more borders with more European countries than any other Country.

- The Federal Republic of Germany is divided into 16 states (called: “Bundesländer”) which in certain spheres act independently of the federation.

- Germany is a founding member of the European Union and it is also its most populous member and most economically powerful member state. Germany is also a member of the United Nations, NATO, the G8 and the G4 nations.

- The highest point is the Zugspitze at 2962 meters.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Climate

- For the most part the climate in Germany is cool/temperate climate zone in which humid westerly winds predominate.

- In the north-west and the north the climate is oceanic and rain falls all year round. Winters there are relatively mild and summers tend to be comparatively cool, even though temperatures can reach above 28 degrees Celsius for prolonged periods of time.

- In the east the climate shows clear continental features; winters can be very cold for long periods, and summers can become very warm. Here, too, long dry periods are often recorded.

- In the central part and the south there is a transitional climate which varies from moderately oceanic to continental, depending on the location. Hot summers with temperatures about 35 degrees are possible.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Science and technology

- In the production of innovative technological products and in scientific research Germany is a leading nation.

- Some of the most important industrial contributions include the invention of television, rocketry, material science and computers.

- The Germans are also a leading nation in in the Nobel Prizes for physiology, medicine, physics and chemistry.

- Medical facilities in Germany are considered to be the most advanced in the world.

- In terms of export Germany takes first place worldwide and in terms of import Germany takes the second place worldwide.

Politics

- The head of the state is the Federal President (Horst Köhler), he has representive tasks

- The Federal Chancellor (Angela Merkel) is the head of the government and of a multi-faceted multi-party system.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

-Textiles

-Machinery

-Vehicles

-Chemicals

-Beer

-Foodstuffs

-Metals

- Machinery

- Vehicles

- Chemicals

- Metals and Manufactures

- Foodstuffs

- Consumer electronics

- Textiles

- Electricity

Germany’s main importsGermany’s main exports

Economy (import & export)

- Germany is the largest economy in Europe and in the world Germany is the Third largest economy right behind the United States and Japan.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Tourism in Germany

restaurants 180.000hotels 55.000

• Mark able for German tourism industry is it’s medium-seized structure, there are only a few big companies

• German tourism industry is a patchwork of host-industry, tour operators, transport services

•(data source: Deutscher Tourismus Verband




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

economical importance of tourism

whole economic production asset of tourism industry 185 Mrd. €net product of tourism industry 94 Mrd. €direct rate of GDP 3,20%employees in tourism sector 2005 (also in touristic retail and traffic) 2,8 Million

• Germany is/was the 10th popular holiday destination in the world according to tourist arrivals in 2000 – with 19 million

(data source “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”; Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) :

(data source: “100 Jahre DTV – Die Entwicklung des Tourismus in Deutschland 1902-2002”)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

overnight stays 2005 in Germany

74%

10%

11%1%1%3%

europe

asia

america

australia

africa

others

Current tourism level

(data source Incoming Tourismus Deutschland – Edition 2006 – Zahlen, Daten, Fakten2005) :




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

2003: 12.3% of all vacation days were spend by foreigners, therefrom 15% from the target countries



Increasings to prior year (foreign vacation days):

federal USA Italy Spain

2003 + 1.9% - 5.8% + 6.8% + 4.1%

2004 + 9.8% + 15.2% + 6.4% + 19.6%

2005 + 6.8% + 5.4% + 8.3% + 20.1%





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Average age of tourist:

Spain:39 years (48% are under 34 years old)

USA: 59 years (06% are under 34 years old)

Italy: 41 years (43% are under 34 years old)

India: 33 years (65% are under 34 years old)





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

increasings 2004 fill rate actual stake on

(alien vacation days) (beds) alien tourists

Lower Saxony: + 12.7% 34.7% 5.1%

Brandenburg: + 7.5% 32.7% 1.2%

Saxony: + 7.5% 38.3% 2.4%

Schleswig-Holstein: + 6.3% 35.6% 2.3%

Rhineland-Palatinate: + 5.0% 32.8% 9.8%

all states in average: + 6.4% 36.7% 100%

Current tourism level 1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

the Federal States

• in following the five federal states were we want to focus the campaign for increasing the number of vacation day will be presented

• Our goal was it to include a part of all faces of Germany, so …

… federal states in the eastern part as well as in the western part of Germany where chosen

… Brandenburg and Schleswig-Holstein were chosen, because of their exciting landscapes which invite for relaxing and outdoor activities, a lot of free capacities in host-industries and their nearness to the both most well known German cities Hamburg and Berlin




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

the Federal States

• Our goal was it to include a part of all faces of Germany, so …

… all five federal states, but especially Saxony and Rhineland-Palatinate have a multifaceted culture, including historic aspects as well as modern lifestyle

… the North Sea in Lower-Saxony should be included as well as the Baltic Sea in Schleswig-Holstein, endless fields and small villages in Brandenburg, mountains an exciting cities in Saxony and deep Rhine valleys in Rhineland-Palatinate

… also we tried to find a compensation of prices, because in the eastern parts of Germany prices are in general lower than in the western parts

… these five states embody a great combination of diverse and fascinating landscapes as well as of exciting cities.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Brandenburg

capital: Potsdamarea: 29,478 km²inhabitants: 2,568,507 population density: 87 people/km²

Ministerpräsident: Matthias Platzeck (SPD)

ruling party: SPD/CDU coalition




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

History

- Historically Brandenburg was an independent state which grew to become the core of modern Germany.

- The state of Brandenburg was named after the town of Brandenburg an der Havel.

- It is one of the new states recreated in 1990 upon the reunification of the former West Germany and East Germany.

Nature and culture

- The protection of the Nature is very important in Brandenburg. In 2002 there were one national park, three Biosphärenreservate and 11 nature parks.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- Brandenburg is situated in the east of Germany.

- In the north Brandenburg is bordered by Mecklenburg-Western Pomerania, Poland in the east, Saxony in the south, Saxony-Anhalt in the west and Lower Saxony in the northwest. Brandenburg surrounds but excludes the national capital Berlin.

- In the southeast of Brandenburg there is a wetlands region called the Spreewald. It is the northernmost part of Lusatia, where the Sorbs, a Slavic people, still live. These areas are bilingual, i.e. German and Sorbian are both used




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Lower Saxony

capital: Hanoverarea: 47,618 km² inhabitants: 8 002 916population density: 168 inh./km²

Ministerpräsident: Christian Wulff (CDU)

ruling party: CDU/FDP




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- Lower Saxony lies in north-western Germany

- From north and clockwise Lower Saxony borders on the North Sea, the states of Schleswig-Holstein, Hamburg, Mecklenburg-Western Pomerania, Brandenburg, Saxony-Anhalt, Thuringia, Hesse and North Rhine-Westphalia, and the Kingdom of the Netherlands.

- The state's principal cities: Hanover, Braunschweig (Brunswick), Osnabrück, Oldenburg, and Göttingen.

- The northwestern portion of Lower Saxony is a part of Frisia (Ostfriesland in English East Frisia) and lies on the coast of the North Sea.

- The northern half of Lower Saxony is absolutely flat, but there are two mountain chains in the south: the Weserbergland ("Weser Hilly Region") and the Harz.

- The region in the northeast is called Lüneburger Heide (Lüneburg Heath), the largest heath of Germany and in medieval times wealthy due to the salt trade.

- The area on the southern banks is called Altes Land, and it is characterized by thousands of fruit trees.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Economy/media/education

- Lower Saxony isn’t agricultural state.

- Alongside the traditional industries such as shipbuilding, steel and chemicals, it is now a home to the electronics and computer industry, as well as the car industry (VW).

- There are 11 institutions of tertiary education in Lower Saxony, as well as two art academies and 13 institutes of higher education, plus 120 research establishments and technology transfer sites at all higher education institutions.

- The Hanover Fair and the CeBIT computer fair have made the Hanover area the most important exhibition center in the world.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Tourism

- Millions of guests go to relax on the seven East Friesian islands, in the Harz Mountains, in the Weser Hills, the Teutoburg Forest or the Lüneburg Heath.

- Also popular with tourists is the "Altes Land", Europe's largest fruit-growing region just outside Hamburg, especially when the apple orchards are in blossom.

- Alongside Hanover (515,001 inhabitants) and Brunswick (245,816 inhabitants), the second largest city in the state, many towns with historical centers attract visitors.

- Including Celle (72,127 inhabitants), with an intact historic town and a Renaissance castle. Another such town is Goslar (45,000 inhabitants), one of the few German towns that remained untouched by the Second World War.

- Goslar's historic town with its medieval Kaiserpfalz castle is on UNESCO's list of world heritage sites.

- Lower Saxony has some historic railway routes and a lot of mills, renaissance buildings, castles, stately homes...

- There are a lot of music festivals, especially in summer, like the international music festival Goslar 2006, Jazz Festivals, and various classic-music festivals.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Rhineland - Palatinate

capital: Mainzarea: 19,846 km²inhabitants: 4 059 604population density: 196 people/km²

Ministerpräsident: Kurt Beck (SPD)ruling party: SPD




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- From the north and clockwise Rhineland-Palatinate borders on North Rhine-Westphalia, Hesse, Baden-Württemberg, France, Saarland, Luxembourg and Belgium.

- The southern Parts of the Eifel mountains are in the northwest. Further south there is the Hunsrück mountain chain, which is continued by the Taunus mountains on the opposite side of the Rhine.

- The hilly lands in the very south of the state are called the Palatine Forest (Pfälzerwald).

- These mountain chains are separated from each other by the tributaries of the Rhine: the Moselle (Mosel), the Lahn and the Nahe.

Events

- cultural summer (every year about 300 events are included, the motto in 2006 is “Football World Master”) Rock am Ring (it’s the second biggest rock festival in Europe) wine fairs and festivals




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Economy/Education

- The economy of this state is more varied than it would appear at first glance. Not only is Rhineland-Palatinate a wine-growing center, (two thirds of German wines come from here), it is also a major center of the chemical industry – Badische Anilin- und Soda-Fabrik (BASF) in Ludwigshafen is Europe's largest chemical factory complex and, at the same time, Rhineland-Palatinate's biggest manufacturing firm – as well as a leading wood producer and supplier of parts for the automotive industry.

- Four universities and ten institutes of higher education offer more than 300 courses of studies.

- Special importance is attached to extending the institutes of higher education, a reaction to the growing demand for practice oriented training.

- The state's geographical situation is an advantageous one.

- Its network of federal highways, its rapid rail links and two major waterways, the Rhine and the Moselle, coupled with its proximity to three economically strong centers – Rhine-Main, Rhine-Neckar and Rhine- Ruhr – have provided the framework for making Rhineland- Palatinate into what it is today – one of Germany's most dynamic regions.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Culture

- In a charming location at the point where the Moselle flows into the Rhine lies Koblenz (107,950 inhabitants) with its intact historic town.

- Mainz (182,870 inhabitants), a real carnival bastion, attracts tourists from all over the world, year after year.

- The capital of Rhineland Palatinate, this city was once the cradle of German book printing, thanks to Gutenberg.

- Today it is a university town, a center for the German wine trade and the home of the Channel Two (ZDF) German broadcasting corporation. University town Trier (99,750 inhabitants) is a tourist magnate.

- Its history goes back to Roman times, as witnessed by the Porta Nigra, a mighty town gate which was once part of the Roman fortifications.

- Also of major significance is Speyer (49,850 inhabitants), a former imperial city with its imposing Romanesque cathedral at the heart of the town.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Free State of Saxony

capital: Dresdenarea: 18,413 km²inhabitants: 4 300 000population density: 234 inh./km²

Ministerpräsident: Georg Milbradt (CDU)

ruling party: CDU/SPD




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- From the east and clockwise Saxony borders on Poland, the Czech Republic and the German states of Bavaria, Thuringia, Saxony-Anhalt and Brandenburg.

- Principal cities: Dresden, Leipzig and Chemnitz.

- The main axis of Saxony is the Elbe river, crossing the state from southeast to northwest. Another important river, west of the Elbe, is the Mulde. The Neiße river forms the Polish border.

- The portions in the east of Saxony are the southern parts of the historical region of Lusatia (Lausitz) and are called Upper Lusatia (Oberlausitz); the minority of the Sorbs live in the region, which is bilingual today.

- The Ore Mountains (Erzgebirge) extend from Bavaria to the Elbe river.

- The Elbe itself has cut a majestic gorge to pass the mountains of the Elbsandsteingebirge, better known as Saxon Switzerland.

- Further east the mountains are less high and form a hilly countryside called the Lausitzer Bergland.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Economy/Education

- Saxony, along with the rest of the east (excluding Berlin) qualifies as an "Objective 1" development region within the European Union, and thus can receive investment subsidies of up to 30% until 2013.

- Saxony is the most populous and densely populated of the east German states and boasts a long industrial tradition.

- A highly diversified and productive small and medium-sized business sector has emerged, comprising more than 132,000 companies.

- The most impressive temples to the future are the universities in Leipzig, Freiberg, Dresden and Chemnitz, the 12 institutes of higher education and five colleges of art and the International Graduate School in Zittau, all of which give Saxony the most highly diversified network of higher education institutions in east Germany.

- The schools' clear focus on technology and the natural sciences makes Saxony a particularly attractive location for firms engaged in developing and distributing technical products and systems, especially in the field of nano- and micro-electronics.

- Companies in the high-technology sector located here include Infineon, AMD and Wacker Siltronic AG Freiberg .




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Culture

- Saxony also offers a wealth of magnificent castles and elaborately laid-out parks and gardens. As well as the Dresden Zwinger, attractive destinations include Moritzburg Palace, Rammenau Palace, the moated Klaffenbach Castle, Pillnitz Palace and Park and the gardens of Heidenau-Grosssedlitz.

- With its annual industrial and book fairs, Leipzig (439,208 inhabitants) is the home of numerous exhibitions.

- Its festival devoted to its most illustrious son, Johann Sebastian Bach, its Gewandhaus orchestra and its St. Thomas choir also attract visitors from all over the world.

- The Saxon metropolis is making a bid to host the 2012 Olympic Games. Located on the Neisse river, Görlitz (64,260 inhabitants) is also worth seeing.

- It is Germany's easternmost town, and boasts unique Gothic and Renaissance buildings. Meissen (29,500 inhabitants) is world-famous for its porcelain, produced by the State Porcelain Manufacturing Company.

- Dresden (477,807 inhabitants), the state capital, has regained much of its original charm, despite extensive War damage.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Schleswig-Holstein

capital: Kielarea: ca 15,776 km²inhabitants: 2 777 000 population density: 176 inh./km²

Ministerpräsident: Peter Harry Carstensen (CDU)

ruling parties: CDU/SPD




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

History

- The former English name was Sleswick-Holsatia, the Danish name is Slesvig-Holsten, the Low German name is Sleswig-Holsteen, and the North Frisian name is Slaswik-Holstiinj.

- Historically the name refers to a larger region, containing present-day Schleswig-Holstein and the county of South Jutland in Denmark.

Events

- Varios Events around the sea, sailing e. g. wiking days, Baltic-sea festival, Kieler-weak




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Geography

- Schleswig-Holstein lies on the base of the peninsula of Jutland between the Baltic Sea and the North Sea.

- In the north Schleswig-Holstein borders on Denmark, the North Sea in the west, the Baltic Sea and Mecklenburg-Western Pomerania in the east, and Lower Saxony and Hamburg in the south

- In the western part there are lowlands with virtually no hills.

- The North Frisian Islands, as well as almost all of Schleswig-Holstein's North Sea coast, form Schleswig-Holstein's Mud Flats National Park (Nationalpark Schleswig-Holsteinisches Wattenmeer) which is the largest national park in Central Europe and is unique.

- The Baltic Sea coast in the east of Schleswig-Holstein is marked by bays, fjords and cliff lines.

- There are rolling hills (the highest elevation is the Bungsberg at 168 metres) and many lakes, especially in the eastern part of Holstein called the Holsteinische Schweiz ("Switzerland of Holstein") and the Duchy of Lauenburg.

- Just one island lies off the eastern coast: Fehmarn.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Economy

- Schleswig-Holstein has undergone a profound transformation from a region dedicated to agriculture and fishing to a modern location for business, industry and technology.

- Although large tracts of the state are still used for agricultural purposes, the future now belongs to modern technologies such as marine and medical technology, software production, energy and environmental technology.

- Schleswig-Holstein is Germany's number one wind power state; it also ranks near the top in terms of technology centers and boasts well in excess of 1,000 firms in the IT and communications sectors alone.

- The upcoming generation of academics and scientists can train at the state's three universities, four state and two private institutes of higher education.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Culture

- Schleswig-Holstein is also the only German state in which three languages are spoken: not only German and Low German, but also Danish and Friesian.

- The Friesian ethnic group numbers 40,000 people, and is mainly to be found along the west coast, whereas the 50,000 Danes live in the north of the state.

- Schleswig (25,093 inhabitants), with its interesting Gothic cathedral, is one of the oldest towns in northern Europe. Kiel (232,612 inhabitants), the capital of Schleswig-Holstein, is a major seaport with the largest passenger port in Germany.

- Kiel Week is held here every year, and attracts visitors from all over the world. Lübeck (213,339 inhabitants), the "Queen of the Hanseatic Cities" is particularly charming.

- Its historic town center surrounded by water, is classed as a historical monument and has been placed on the UNESCO World Heritage List. Alongside Gottorf Palace outside Schleswig, which enjoys a high reputation nationwide as a regional museum, notable cultural attractions are the Molfsee open-air museum near Kiel, and the museum on the site of the old Viking town Haithabu. In the summer, the Schleswig-Holstein Music Festival transforms the state into a concert hall.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

situation analysis

the target countries

Germanythe five federal states

Facts and Data

SWOT-analysis




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Germany has a very good infrastructure – more than 30 international airports and smaller airports (low cost airlines connect the biggest important German cities with all nearly all European countries– important for young people e. g. students especially from Spain and Italy), railway system, seaports, …

• eastern parts of Germany have a growing potential for tourism according to lower prices, a high developable touristical infrastructure …

• system of life in Germany is a European system of life – e. g. there are similarities in daily routine, customs and religion, hobbies, parties, culture … (could be important for tourists from Spain and Italy, which do not like to travel to countries with an absolutely new way of life and environment)

SWOT - Strengths




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• climate is characterized by frequently changes but extreme temperature lows and heights are rare, so in winter it’s in some regions perfect for doing all kinds of winter sports and also in summer it’s normally not to hot for doing outdoor activities like hiking or biking

• German history (also the second world war) and culture (remembering Schiller, Goethe, “land of poets and thinkers”…) and architecture, which has developed during centuries, is very various but also omnipresent, famous and vital in many places

more than 3000 museums, 350 public and private theaters, 50 attendant orchestras, numerous independent groups and amateur theatres

SWOT - Strengths




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• there is no center of culture, but a lot of unique smaller centers with different cultural background and profiles which are widespread all over the country

• there are every year numerous events which are very popular and famous worldwide (e. g. Oktoberfestival in Munich, Love parade in Berlin, Berlin film festival – “Berlinale”, “Hansesail”, rock music festival - “Rock am Ring”, formula one races, “Wagner festival” …)

• countless local festivals and events every year

SWOT - Strengths




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• various and beautiful nature and landscapes - for outdoor activities and adventures, but also for relaxing and chilling out - and a couple of very exciting and interesting cities – which provide cultural experiences, shopping and fashion, nightlife …

• resorts, treatment centers, recreational villages and quiet towns offer relaxation away from busy cities

SWOT - Strengths




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• prices and exchange rates in Germany are higher than in most of the target countries

• Tourism, economic and cultural infrastructure in the eastern parts of Germany could become further developed and is still not as perfect as in the other parts

• German system of life and environment is not very different from other European countries (especially important from people for India, USA, South Africa or the UAE who do not see unique aspects of Germany; and also for tourists from Spain, who want to see something completely new in their holidays)

• contamination problems in a lot of German cities

SWOT - Weaknesses




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

social problems – racism, immigration problems, high unemployment rates, low birth rates and less acceptance of children's needs

climate could be very changeable also in summer in often rains, in some regions there are about six months with mostly negative temperatures and temperatures in summer are rarely more than 35 degrees (normally between 20 and 30 degrees) so Germany isn’t an ideal tourist destination for people who are searching for summer sun and always lying on the beach

little or no marketing for Germany as a tourist destination (Germany is known for science, production and industry but not as a tourist destination)

SWOT - Weaknesses




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Germany has good political (strategic partnerships with India, robust friendship to the US, close partnership to Italy and Spain, UAE is a privileged partner state, score and trustful cooperation with South Africa) and economical relationships, concerning to common interests and shared values, mostly over a long period of time to all 6 main target countries

“Agenda for the Indo-German Partnership in the 21th century” (2000) – includes the support of bilateral tourism

German-Dubai economic forum

is a great basis for upgrading tourism

SWOT - Opportunities




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Cultural and educational exchange, interests and co-operation between Germany and all 6 main target countries are on a high and diverse level

Intense cultural partnership to Italy (in no other country Germany has as many cultural institutions as in Italy) and Spain

“cultural agreement“ (1998) between Germany and South Africa– includes the support of cultural exchange

there are some bilateral festivals (or maybe multilateral) e. g. Bread and Butter a German-Spain fashion-festival

German Academic Exchange Service and Goethe Institute want to increase their local presence in future in UAE





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Goethe Institutes (7 USA, 6 India, 7 Italy, 4 Spain, 1 UAE, 1 South Africa) and Goethe centers, cultural institutes and centers... promoting German language, films…

people are aware of Germany in some special points, e. g.

a lot of German personalities are very famous (sportsmen, politicians, composers…)

this is a very good basis for further co-operations and an increasing number of tourists (includes an increase of money and days spent in Germany), also as an increasing level of awareness about nature, culture and Germany as a tourist destination could be built up





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Special points for India:

Employment in India has increased in recent years – leading to higher income among 25-40 aged - according to this traveling to Germany is possible for a bigger part of the Indian society as it was some years ago

the trend of taking yearly vacations outside India is increasing among India's income earners – great potential German tourism

Indian people love their celebrities could be a basis for promoting tourism

traditional German music, instruments and customs are very popular in India





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• many Italian and Spanish people went to Germany in the 50’s to work there (some stayed) – holidays could be combined with getting to know the own history

• especially the young generation wants to explore other countries – they are not as negatively influenced by Germany’s historical background as the older generation – especially working holidays (e. g. in regard to the world cup) could be a good alternative

• there are a lot of people, e. g. Spanish, which are very interested in German history, especially the second world war, because it’s also a part of their own history, and due to this also in traveling to Germany





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• traveling to Germany is not much promoted until now, so it’s a unexplored and lucrative marked

• maybe people from very hot countries are searching for an escape during their holidays, so winter holidays could be interesting for them

• the FIFA world cup in 2006 will lead to an increasing number of tourists, is attracting a wide variety of people and could be a very good basis for increasing the awareness of Germany because a big part of the world's population will keep an eye on Germany in these days





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• many Italians, Spanish and US-Americans are learning the German language, according to this they probably have a general interest on traveling to the country

• there are a few positive stereotypes about Germany, German people and German culture

e. g. German society is regarded as “open minded” (Spain), modern and tolerant

a positive image of Germany could be getted about and revive interest and awareness, which could lead to increasing tourists numbers





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Germany isn’t one of the most popular European tourist destinations (e. g. Indians travel more to Italy or England)

according to critical German history (second world war)

many relatives especially of Indian people are living in other countries (GB, USA...)

Spanish people are traveling usually to Italy, France and Portugal, also due to climate and distance

It could be difficult to act against such common habits and prejudices and to convince people about advantages of Germany

SWOT - Threats




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Their are existing a lot of negative stereotypes about Germany and German people and culture (mainly due to a lack of actual information)

German people aren’t considered very friendly (India) and are often regarded as cold and too serious (Spain)

the country doesn’t seem to welcome people with open arms (UAE)

Germany is regarded as a land of endless discussions about reforming the welfare system

Maybe people are not receptively for further information and own experiences about Germany so it could hinder tourism

SWOT - Threats




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Germany is participated on the fight against terrorism, due to this security threats could result and people may be afraid of potential acts of terror

• different religious backgrounds can cause conflicts, because in Germany Christianity is widespread and e. g. in UAE Islam is the main religion and also in India Islam and other religions are very widespread

SWOT - Threats




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• in spite of strong cultural co-operations with the 6 main-target countries, only a few actual German songs and films are spread there and also in newspapers or radio reports are rare. According to this, a lack of knowledge about German culture, but also about German geography, economy, society and history (apart form the second world war) and so on is existing

so especially young people don’t become aware of German culture and lifestyle, so they could not feel linked with it

SWOT - Threats




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• Germany has a lot of direct competitors in terms of tourism which are very similar to Germany in points of geography and European lifestyle but mostly some more special (e. g. Germany has a little part of the Alps, but if someone wants to travel because of the Alps he will travel to Austria, France or Switzerland; Amsterdam is a very famous destination for young people),

• some direct competitors are still practicing strong media campaigns concerning to tourism with great effort (e. g. US and UK in India)

SWOT - Threats




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Gap Analysis

As a summary of our SWOT analysis, Germany has:

Strengths

* Potentialities in infrastructure, tourism,

arts, knowing its history, nature and landscapes

Weaknesses

* Similar from other European countries

Opportunities

Different unknown backgrounds

Negative stereotypes




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Gap Analysis

Strengths

* Potentialities in infrastructure, tourism,

arts, knowing its history, nature and landscapes

Weaknesses

* Similar from other European countries

Opportunities

Different unknown backgrounds

Negative stereotypes

DIVERSITY




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

quantitative

qualitative

objectives




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• The vacation days young people age 20-35 spent in Germany should been increased about 0.7 days yearly

• The tourists in the age group 40-plus should be spending 10 € more per day and person in Germany

• Vacation days spent in Germany should be increased in at least the five following federal states:

Lower Saxony 7 % Saxony 9 % Rhineland-Palatinate 10 % Schleswig-Holstein 6 % Brandenburg 11%

quantitative objectives

* The explanations according to the increase of the federal states are enclosed in the appendices




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006





Increasings to prior year (foreign vacation days):

federal USA Italy Spain

2003 + 1.9% - 5.8% + 6.8% + 4.1%

2004 + 9.8% + 15.2% + 6.4% + 19.6%

2005 + 6.8% + 5.4% + 8.3% + 20.1%

quantitative objectives – data explanation




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Direct business done by tourists:

• Total: 94 billion € by target countries: around 3.8 billion €

• we want to increase this about 4 % that means around 10€ per day and person every year

• 2006: Germany allocates place 22 from 25 European countries of average hotel costs, e.g.: 85% of Frances and 67% of Italian prices

also the trends in tourism course to short-holiday-trips since a few years (people will travel less days, but therefore travel more often)

because of this and the suggested strategies and actions young people could visit the events in Germany and stay longer on an average about 0.7 days

quantitative objectives – data explanation




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

quantitative

qualitative

objectives




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• increasing the knowledge about Germany (geography…)

• increasing the awareness of Germany as a tourist destination

with beautiful landscapes to relax and exciting cities,

a various culture and numerous events, festivals and expositions,

a lot of possibilities for “active holidays” in summer also as in winter

numerous sights, museums, theaters…

qualitative objectives




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• bringing about an image change of Germany and German people

Hitler and second world war should not be the first thing people are thinking, when they regarding Germany (distance form history)

Germany should not longer been regarded as an industrial country only (great nature and exciting cities)

stereotypes about German people should become broken (unfriendliness, not tolerant, not hospitable…)

winning attractiveness and sympathy society should become regarded as hospitable,

modern, open minded and tolerant





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• represent Germany and the striven image in public spaces (media, big events…)

• Germany should be situated in the “top off mind “ of tourists (people really should whish to travel to Germany)

• strengthen the competitiveness of Germany

• stress and build up the cultural relations of Germany and the target countries





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

target groups

direct targets

indirect targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• German public

• young people 20-35 years old and adult +40 aged from Spain, UAE, Italy, India, USA, South Africa*, who should become aware about Germany as a fascinating tourist destination and travel there and will be characterized by the specific points mentioned on the next pages

direct targets

* In following these countries will be named as target countries

In order to reach a definition of the direct target from every country, we prepared a survey which was made during two weeks.

* 100 people of every country were asked.

* The results of the surveys have been verified by statistics of every country (see notes of the charts)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young Emirate who are willing to pay less

than 5.589 € on an average for a week of

holiday (average income: less than 3.354 € a

month) and like to travel in summer for

having summer holidays, use to travel for

shopping and they generally encouraged to

travel to Germany because of landscapes.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young Italian who are willing to pay less

than (5.589 €) on an average for a week of




relaxing and outdoor activities and they

generally encouraged to travel to Germany

because of big events and low prices.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young South Africans who are willing to pay

less than 3.125 € on an average for a week of

holiday (average income: 680 € a month) and

like to travel in summer (dez./jan. in SA =

jun./jul in Germany) for having summer

holidays, use to travel for a change of

scenery, culture (especially female) and

outdoor activities (especially male) and

they generally encouraged to travel to

Germany because of culture and lifestyle

(female) or big events (male).

direct targets1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young Spanish who are willing to pay 1.200

€ on an average (girls generally are wiling to

pay less money than boys) for a week of

holiday (average income: less than 600 € a



changing environment (relax) and they


because of enjoying landscapes.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young US-Americans who are willing to pay

5.600 € on an average for a week of holiday

(average income: less than 3.388 € a month

female/between 3.388 –6.776 € a month male )

and like to travel in summer for having

summer or winter holidays, use to travel for

relaxing, outdoor activities and shopping

(especially female) and they generally

encouraged to travel to Germany because of

cultural reasons, sightseeing and

landscapes (especially female).

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Young Indians who are willing to pay

between 458 – 825 € on an average for a

week of holiday (average income: more than

1761 € a month – this will be less than 8 % of

the Indian population) and like to travel in

summer for having summer holidays, use

to travel for shopping (especially female),

outdoor activities, and culture and they


because of low costs, landscapes and

cultural reasons.

so the focused will be high-income and high-

educated people

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• people “40 plus” from Spain, UAE, Italy, India, USA, South Africa, which show the following characteristics:

Adult Emirate who are willing to pay less



month females/between 3.354 - 6.707 € a

month males) and like to travel in summer

for having summer holidays, use to travel

for shopping and they generally encouraged

to travel to Germany because of low costs and

landscapes.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Adult Italian who are willing to pay less



month females/between 3.354 - 6.707 € a

month males) and like to travel in summer

for having summer holidays, use to travel

for culture and relaxing and they generally


cultural reasons and big events.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Adult South Africans who are willing to pay

around

3.125 € on an average for a week of holiday

(average income: less than 1875 € a month

female/between 1875 – 3750 € a month male )

and like to travel in summer (dez./jan. in SA

= jun./jul in Germany) for having summer

holidays, male use to travel for outdoor

activities and a change of environment,

female use to travel for relaxing and

shopping, and they generally encouraged to

travel to Germany because of culture and

loneliness of landscapes

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Adult Spanish who are willing to pay 1.200

€ on an average for a week of holiday

(average income: more than 1800 € a month)

and like to travel in summer for having

summer holidays, use to travel for changing

environment (relax) and they generally


visiting landscapes.

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Adult US-Americans who are willing to pay

less than 5.619 € on an average

female/between 5.619 – 10.165 € on an

average male for a week of holiday (average

income: between 3.388 - 6.776 € a month

female/more than 6.776 € a month male) and

like to travel in summer or around

Christmas, use to travel for relaxing,

outdoor activities (especially male) and

shopping (especially female), and they


because of sightseeing and cultural reasons

(especially female).

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Adult Indians who are willing to pay more

than 825 € on an average for a week of

holiday (average income: more than 1761 € a

month - this will be less than 8 % of the Indian

population) and like to travel in summer for


changing environment (relax), shopping

and culture, and they generally encouraged

to travel to Germany because of low costs,

cultureal reasons, landscapes and big

events.

so the focused will be high-income and high-

educated people

direct targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

target groups

direct targets

indirect targets




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

- those people/ institutions.. who could act as a opinion leader, advisors...

- Stakeholders of the campaign

indirect targets

* In following these countries will be named as target countries

3 different indirect targets:

• Internal: people from Germany

• Mixed: people from a country which have direct contact with Germany

• External: People from every country which the campaign is developed.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Workers from museums, theatres and restaurants in Germany

indirect targets - internal




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Embassies

Travel agencies

(fly companies)

information services (book reservation…)

(Railway companies)

big hotel chains (e. g. with focus on something like wellness)

indirect targets - mixed




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• External:

governmental departments of target countries (PR-departments, foreign offices)

International media

Children and partners who travel with our direct target groups

students aged between 18 and 20

tourism companies which are having a headquarter in Germany

indirect targets - external




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

“The differences don’t exclude; they form Germany”

image campaign media relations

programcommunicatio

n scheme

Strategy Statement:

„together for Germany“

„travel card“

„kick-off fascinating for diversity“

„Germany in focus“

„global competitions“

“cooperation network”

Team 2 - 2006

„Promote Germany“ – intern cooperation partners

Why are they important?

they mostly will help us with their products and with this the budget will be “enlarged” in an easy and efficient way (and it’s not so expensive for the companies)

There are some well known companies which will act as magnets for more medium-seized partners

representatives of big companies at events will act as magnets for media

Why do they cooperate with “Promote Germany”?

They all profit personally from the cooperation, because they are linked more or less with tourism, so more tourists means more turnover for them

their logo is still placed on the website of the German National Tourist Board and on the events where they participate

they are allowed to use our logo and name for their promotions

“Promote Germany” is still linked in a more or less direct way with the partners following on the next pages




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


„Promote Germany“

Foreign office

German Tourism Association

ordered

cofounder

• Regional marketing partners in federal states and specific regions

• Scenic Routes (see next page)

• Tourist agencies and tour operators

German National Tourist Board• Regional marketing

partners

• cooperation's with tourism companies

(see next page)

• Hotels

• Museums

• exhibitions

Federal Government of Germany




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


German National Tourist Board – regional marketing organizations




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


German National Tourist Board – tourism companies




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


German National Tourist Board

Scenic Routes

Cheese-Street Schleswig-Holstein

German Ferry-Street (deutsche Fährstraße)

German Wine-Street (deutsche Weinstraße)

Loreley and Castle-Street

German Clay-Street (Tonstraße)

Märkische Eiszeitstraße

Lower-Saxon Milk-Street

Lower-Saxon Asparagus-Street (Spargelstraße)

Saxon Silver-Street (Silberstraße)

Saxon-Wine-Street

regional marketing organizations in the federal states

Saxony

Rhineland-Palatine Brandenburg

Lower-Saxony

Schleswig-Holstein




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – extern cooperation partners

Why are they important?

they mostly will help us with their products and with this the budget will be “enlarged” in an easy and efficient way (and it’s not so expensive for the companies)

with all these partners (and the interns as well) the “travel card” becomes an great opportunity for increasing the days people 20-35 spend in Germany and also the money +40 spend per day

Why do they cooperate with “Promote Germany”?

all will profit personally from the cooperation, because they are linked more or less with tourism, so more tourists means more turnover for them

their logo will be placed on our website and on the events where they participate

they will gain increasing awareness about their products

they are allowed to use our logo and name for their promotions

The cooperation network should become extended to the partners following on the next pages




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



Medium-seized companies in Rhineland Palatine

* Maybe these companies are still connected with the German Tourism Association or the regional marketing partners, so a “far” connection still exists

winegrowers

Weingut & Ferienwohnung Steffen-Herzog 54518 Osann-Monzel

Weingut Alfred Feller-Porten54340 Leiwen/Mosel

Weingut LorenzNeustrasse 6; 54340 Detzem/Mosel

Golf and wellness hotels

Hotel Heinz ****56203 Höhr-Grenzhausen

Menschels Vitalresort 55566 Bad Sobernheim

Bollant's im Park - Romantik Hotel & Vital Spa55566 Bad Sobernheim

Weinromantikhotel Richtershof54468 Mülheim/Mosel

Brauhaus Zur SonneMainz

Gutsschänke BachhofMainz

HDW Haus des deutschen WeinesMainz

Alte Lockhalle MainzMainz

HavannaMainz

Bars and Restaurants




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


Hotel Waldschlösschen ****24837 Schleswig

Hotel Yachtclub ****23669 Timmendorfer Strand

Landhaus Stricker *****25980 Tinnum/ Sylt

Vitalia Seehotel 23795 Bad Segeberg


Medium-seized companies in Saxony

Golf and wellness hotelsBars and Restaurants

Sunshine Bar & KitchenKiel

Chaplin’s Cocktail BarKiel

Club & Galerie KielAlte Mühle RestaurantKiel

Alte Räucherei GaststätteKiel

SeptemberKiel

Logenhaus RestaurantKiel





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006




SCHUMANNS HOTEL, RESTAURANTS & SPA-TEMPEL GmbH02681 Kirschau/Oberlausitz

Romantik Hotel & Restaurant Pattis *****01157 Dresden

Hotel am Wasserschloss Klaffenbach09125 Chemnitz

Medium-seized companies in Saxony


Bierbar BlumbergDresden

Eventbar Dresden GmbHDresden

Kakadu BarDresden

Mausefalle KellerDresden

Zschoner MühleDresden

BuckanDresden





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



Medium-seized companies in Lower-Saxony



Badhotel Sternhagen *****27476 Cuxhaven

Hotel 'Romantischer Winkel' ****37441 Bad Sachsa

Schlosshotel Münchhausen *****D - 31855 Aerzen / Königsförde

Activera - Health, Beauty & WellnessAlgermissen/Lower-Saxony

Wellness-Products

Maestro30159 Hanover

Excalibur30539 Hanover

La Casetta30625 Hanover


Bronco’s30449 Hanover

Coyote Café30159 Hanover

Escenario30159 Hanover




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



Medium-seized companies in Brandenburg


Golf and wellness hotelsWellness-Products

Schloss Herrenstein 17268 Gerswalde OT Herrenstein

Schlosshotel Bantikow Wellnesshotel 16868 Banitkow

Preußischer Hof – Landguthotel16559 Liebenwalde

Hotel Schloss Hubertushöhe15859 Storkow

Golf Resort Semlin am See – Golf- und Landhotel14712 Semlin

Cornelia SellKosmetik und NaturkosmetikHanshagen/Barndenburg

Cocktailbar SeeblickPotsdam

Bar Gelb Potsdam

Full House KneipenrestaurantPotsdam/Schlaatz

Happy Hour Entertainment BarPotsdam Babelsberg

Krongut BorstedtPotsdam

Restaurant & CaféPotsdam





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for Spain

Dealing a contract with Germanwings as cooperation partner and sponsor

Germanwings will be interested, because at the moment they introduce itself in the Spanish airline market

Problems with low cost: young people travel and trust in Germanwings, but older people don’t trust – why do they offer the same services with cheaper price

Germanwings want to solve this barrier so that adult people prove to travel with them

Also only 4,7 % of Spanish people travel to Germany during a year, so because Germanwings only flies to Germany more tourist for Germany means more flights




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for Spain

“Promote Germany” should present the objectives of the campaign and

demonstrate them that…

… with the money they dedicate to advertising in Spain, both can reach better results

… their logo will appear in all events we prepare, also on the website, so they will gain advertising and media reputation

… we will support them in all events and actions they organize (so they also can use our logo and our name)

… if they collaborate with us and give us free tickets and money, they can demonstrate to Spanish people that they have good services, Spanish people will recommend them and Germanwings will have an increasing number of passengers




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „Oktoberfest“ in small

Dealing a contract with Erdinger (German bear brewery) and Ecker (German pretzel baker), so that they will provide a specific lot of free products and also take part with their equipment (beer barrels, beer pumps, …) on the two events in the USA (opening in German embassy and road show) and on the German week in India

both will be interested, because they will sell and promote their products on our festivals




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „four continental -outdoorathlon“

Dealing a sponsoring contract with Adidas, Puma, Golfhouse, Jeantex, for sponsoring the respective form of sport

Adidas running in Saxony

Puma biking in Rhineland-Palatine

Golfouse golf in Lower Saxony

Jeantex canoeing in Brandenburg

Arena surfing in Schleswig-Holstein




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „four continental -outdoorathlon“

Why should they sponsor it?

- they will be interested, because they could promote and sell their products on our events (they could place their advertising and also display their catalogues or brochures)

- also media will be there, so they will gain media reputation

Why are they important for the execution?

- In this special event they will provide the money needed for the execution




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „global competitions“

universities in the respective target countries:

- they will be interested, because both events are a great chance for their students

- they also will gain media reputation, because they will be called together with their students

- it’s also a great opportunity for the universities to improve their image and awareness about them


- they have to inform and convince their students to take part on the events




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „competition of diversity“

Documenta and art galleries:

- they will gain great media reputation, because interesting persons will open the events and also the events themselves are interesting for media

- more media reputation will lead to more visitors


- they have provide the area for the exhibitions and necessary equipment




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – additional extern cooperation partners for „remembering the world cup“

DFB (German Football Association):

- they are generally very interested in arranging football games with great teams

- also with doing something beneficial


- they are included in the whole organization of the project and help to provide stadiums, arbiter…

- also they will provide the necessary money needed for the execution




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany“ – other extern cooperation partners

German National Tourist Board




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Cooperation partners - Output

“Promote Germany” and the partners will profit from each other in an high efficient way

The budget will be enlarged without too much effort and costs for the partners

With all these partners the “travel card” becomes an highly efficient tool, to increase days tourists 20-35 aged and money plus 40 aged spend per day in Germany




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

• create a new image of Germany which should be pictured in all strategies and actions

Germany as a fascinating tourist destination for all peoples, which is characterized by diversity in all faces (culture, society, lifestyle, landscapes) – something for everyone

German people should been regarded as friendly and hospital

German history should become accepted and recede to the background (it should not longer be a reason not to travel to Germany because of its history)

image campaign1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany – explore fascinating diversity“What is diversity?

Diversity is the acceptance and respect to each person or thing whichever their features are.

With this strategy statement, we want to emphasize that Germany is built by a mixed of cultures, people... And all the differences have as a result Germany.

“The differences

don’t exclude; they form Germany”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

PeopleRace

Gender Sexual orientation

Ideas

Culture

History Costumes

Opinions

Activities

GeographyBusiness Ways of living

Mountains Sea Cities Landscape

„Germany – explore fascinating diversity“

Team 2 - 2006

„Germany – explore fascinating diversity“

It’s worth to visit Germany and enjoy its diversityIt’s worth to visit Germany and enjoy its diversity

Germany it’s a “rich” country (different people, cultures and activities)

Why “diversity”?

-Equal opportunities for every person

-No barriers

-Respect to everyone/everything




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Limits of diversity

-Miscellaneous:

every person, culture...is unique and necessary to create the global diversity. Therefore, diversity can be used for actions in which all the interests aren’t represented.

-Too many messages for to much publics or campaigns:

The diversity is accepted if actions are based on the respect (extremes aren’t included if they offend dignity)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Potentialities of diversity

-The extremes are included:

the diversity as a strategy statement of the campaign has a lot of possibilities because it’s a wide concept that could involve different ambits and actions.

-The adaptation to specific actions:

it is possible with “diversity” as the core value of the campaign.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

• Visually appealing media information kits

Includes a welcome-letter of Horst Köhler, information about who Promote Germany is, what are their goals and how they should be reached (while accenting the “travel-card”), co-operation partners and sponsors, also a brochure “Germany – explore fascinating diversity” where multifaced aspects of culture and landscaped will be shown, also some postcards from the five federal states and the program of the campaign

• Short journalistic news releases

give information about events in all target countries

before each important strategic step or event in each country

media relations program




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• journalism journeys

journalists from national (especially from India and UAE) e. g. tourism and lifestyle magazines should become an personal picture of Germany

“Diversity – tour” – organize a circular tour which focuses on the five chosen federal states and show the multifarious of Germany

during the “four continental outdoorathlon” to present Germanys fascinating landscapes and great opportunities for doing outdoor activities





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• building up a actual contact database

get into contact with journalists and editorial offices and create a contact database which includes all important media in the target countries and in what they are interested most

makes it possible to get into direct contact if necessary

information could be customized for the journalists





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• press conferences

Journalists will be informed about press conferences via mailings or fax with a short journalistic news release

media information kits will be handed out there

at the beginning of the campaign to present our project

before big events

mid of the campaign, to show which effort we made and what we want to realize in the following steps

after three years and the evaluation: which effort was made





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• “Young talents journalism competition”

for journalists younger than 30 who work for tourism/travel/lifestyle magazines

Topic: Germany – fascinating diversity?!

the best published article will be chosen by our international media partners and the patrons

cooperation partners Kodak and TUI - winner gains a photo-equipment (sponsored by Kodak) and a free travel to Germany (sponsored by TUI)





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• “interviews for advertising”

Our global patron and the diverse co-patrons are all interesting persons for the national media in the target countries and also for international media

On big events where our patron our the respective co-patron will take place we give several media the chance to make an interview with these persons

The return-service will be advertising space in their media (newspaper, radio and internet platforms)





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• “weather forecasts broadcasted in Germany”

• Spanish TV channels (TVE and Tele 5 usually do this in summer) will be invited to broadcast their weather forecasts from Germany

• five different landscapes in the 5 five federal states should be shown while explaining the Spanish weather (with maps and images of this) but finally, the journalist always will have some words about the place where he/she is.

• main sponsor – provides the flying tickets – will be Germanwings (weather forecast in TV is always sponsored), at the end of the weather forecast the logo of Germanwings will be shown

• key message: “Germany and the diversity between its clime, nature,

and ways of living – a good place to travel”





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


daily and weekly newspapersin all target countries

national radio and tv-stationsin all target countries

tourism/travel/lifestylemagazines and editorial offices

media information kits x x x

journaltistic news releases

x xx

(all target countries except of Germany)

journalism journeys x

contact database x x x

press conferences x x x

"young talents for Germany" x

"interviews for advertising" x x x




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

media relations programdaily and weekly

newspapersin all target countries

national radio and tv-stationsin all target countries

tourism/travel/lifestylemagazines and editorial offices

South Africa Sunday times, rapport SABC, E-TV, MNETGetaway, You, Marie-Claire, Huisgenoot, Men's Health

UAEAl Ittihad newspaper, Emirates Today, Gulf News, Khaleej Times

Dubai Eye, Radio Rabea Ahlan Magazine, VIVA, zahrat al khaleej

USANew York Times, J ournal News, Daily News, Boston Globe,Boston Herald

CNN, NBC,CBS, ABC, FOX, NPR Travel and Leisure, Budget Travel,InStyle

SpainEl Pais, La Vanguardia, El Periódico, La Razón, ABC, El Mundo, 20 Minutos

Ser, Onda Cero, COPE, Catalunya radio, TVE, TV3, ETB, Canal 9, Canal Sur, TeleCinco, Quatro, A3, La Sexta

El Dominical, Traveller, Glamour, Vogue, Woman, Cosmopolitan, FHM, Maxime

ItalyIl Corriere della sera, La Republica, Il Messaggero, La Gazzetta dello Sport

RAI1, RAI2, RAI3, RETE 4, Canale 5, ITALIA 1, m2o, Radio 105, Radio Deejay, Radio Italia Network, Radiouno

Bell'Europa, Eurotravel News, E-Viaggi, National Geographic, Qui Touring, Tutto turismo

The Hindu Times of India

RadioCity, RadioMirchi, Red FM, Travel&Linving

L'officiel, Verve, Savvy, Maxime, Man's World, Elle, The Femina, Cosmopolitan

GermanySüddeutsche, FAZ,Frankfurter Rundschau,TAZ, Berliner Zeitung

Brigitte, Elle,...

India

Times Group




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

• online communication platform

• Accommodate the German tourism board www.germany-tourism.com suitable for our campaign

at the moment it’s too much unstructured information, so it’s really complicated for normal people to get fast informed about their interests

there is no clear message

communication scheme




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


• well structured information for potential tourists (concerning to the special interests of the target groups) and German public should be concentrated their

German people should find detailed information about the work of “Promote Germany” (what is the goal, what are we planning…)

create linked to this page local sites for India, UAE and South Africa, because the actual campaign does still not focus on this countries, and regard their interests





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


• Advantages:

• we would have a platform which is still known and used by media (German and international ones)

• the site stands for 50 years of working cooperation for promote German tourism

so it would be good place for possible sponsors to place their advertising there, because it’s trustworthy





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


show the new image of Germany as a fascinating diverse tourist destination – something for everyone kindle the interests will lead to more tourists

if Germans accept and understand the goals and strategies and maybe transcribe some points for themselves – be more friendly, helpful and hospital tourist maybe will come back or recommend Germany as a tourist destination

actual concentrated information for all media and journalists will lead to more awareness and media reputation




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• “network of communication”

• the main website – www.germany-tourism.com - and also the local ones will become linked with the websites of our cooperation partners

• on these websites a questionnaire will be placed

• some questions related to the personality, habits and costumes will be asked, and depending on the result of it, people will become forwarded to the specific local pages , where they will find information about scenic routes, cultural events… in Germany

value will be given to all the things that people could do in Germany

Germany will be considered as a tourist destination that accepts the diversity due to the effort to know the habits, personality and pleasures of people interested in visiting Germany

will be interesting for both age groups





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• create a weblog

• “A journalist, who doesn’t read the most important blogs of his topic, doesn’t know his manual skills and stuff”

(Prof. Dr. Lorenz Lorenz-Meyer, FH Darmstadt, http://klauseck.typepad.com/prblogger/2005/05/medienexperten_.html)

weblog should become linked with the German tourism board

weblogs are known for being very authentically and have a large range

Expectation journals from people who already traveled to Germany – people could get informed about Germany on a personal and authentically way

communication platform for media, Germans, tourists and potential tourists in the highly networked blogspehere





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


show the new image of Germany as a fascinating diverse tourist destination – something for everyone kindle the interests will lead to more tourists

because of being highly networked information and awareness about Germany as a tourist destination (with new image) could become increased in a big public

weblogs are a growing market and becoming interesting for more and more peoples, so especially young peoples could become convinced to travel to Germany

authentically information (including feedbacks, traveling reports…) for all media and journalists will lead to more awareness and authentically media reputation and convince people about Germany




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006


“Global-Patron” Horst Köhler, federal president of Germany and diverse co-patrons for each country will represent Germany as a fascinating tourist destination and will embody our messages and image




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„patron for Germany“

as global-patron, the federal

president of Germany Horst Köhler will open big events and be present

he will stay with his person for our goals and concepts and carry the image of Germany as a fascinating and diverse tourist destination

Horst Köhler represents trustworthiness and serious to our sponsors and cooperation partners and will be an interesting person for international and national media, e. g. as interview partner

he will support the project because tourism is an important market for German economy and becomes more and more necessary for the well-being of the country




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patrons for Germany“

•well known Persons will become

co-patrons for the campaign, adopted to the interests of the targets in the respective countries

•those people are all interesting persons for international and national media, as interview partners

•they will support our program because they are interested in our project and they will also gain more media reputation

•all of them embody the tolerant and open minded German society

•all represent a bridge between Germany and the respective country

•all persons together are form a multifaced team which stands for Germany as fascinating and diverse country




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patrons for India“

Well known Indian born

conductor Zubin Metha of western classical musician, his father was founding conductor of the Bombay Symphony Orchestra

he performed in India quite often also in cooperation with the Bavarian State Orchestra

Since 1998 he is the chief musical director of Bavaria, the director of the Bavarian state-opera and the Bavarian state-theater

Well-known in high educated and high income population which is mainly interested in culture

embodies good cultural connections between Germany and India and also fascinating German culture




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patrons for India“

India-born Politician

Ravindra Gujjula

his parents worked for more democracy and equal rights e. g. for women and agricultural laborers

2003-2004 mayor of Altlandsberg (town in Brandenburg), who is still working for more tolerance and equality Germany, especially in Brandenburg

he fought for more equality and democracy in India

Interesting for high educated (interested in politics and democracy) and high income population

Embodies tolerant and open minded German society




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patron for South Africa“

Famous Ex-Football player of Germany, coach and manager

Franz Beckenbauer

In 2004 he was voted the second best European player in the past 50 years

He is still chairman of the organization committee for the world cup

Is very famous in South Africa because he has supported their candidate for the world cup 2010 and also supports the organizations now in South Africa




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patron for the USA“

German basketball player

Dirk Nowitzki

He is widely regarded as the best European player of all-time

Basketball is a very famous sport in the USA and Dirk Nowitzki starts für the NBA’s Dallas Mavericks since 1998 he embodies open-minded thinking




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patrons for the Italy“

Team manager of team Milram

Gianluigi Stango and

German bike racer Erik Zabel

The combination in one team between an Italian team manager and a German racer stands for the friendship of Germany and Italy

Erik Zabel is one of the most famous German bike racers, he also had reach great successes in Italy, e. g. with winning Milan-San Remo four times

Gianluigi Stang was a famous bike racer in Italian amateur league and since 1983 he was manger of professional biking teams

Bike racing is a very famous and popular sport in Italy – this image should become transferred to Germany




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patron for UAE“ Ambassador of Germany in Abu Dhabi since 2003

Jürgen Steltzer

As ambassador he represents the good relationships between UAE and Germany

Since his assumption of office, the cooperation's in culture and tourism have become increased




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„co-patron for the Spain“

German pop music singer

Joana Zimmer

she was born in Germany, grewed up in the USA and now she life's in Berlin, so she shows perfectly how to bridge cultural diversities

since a duett (“Let’s make history”) with the famous Spanish singer David Bibal she is very well-known there

cooperate with “Promote Germany” would also be an opportunity for her to make her new album known in Spain




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„together for Germany“ - Output Global-patron and co-

patrons act as “magnets” for national and international media as well as for sponsors and co-operation partners

“Promote Germany” will become more media reputation and with this more awareness for the new image and Germany as a fascinating diverse tourist destination

more media reputation will lead to more interest in Germany and with this to more tourists




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

„Promote Germany – travel card“ all sponsors and

cooperation partners create a travel card

Master Card as main sponsor for this project will take over the production

It’s a combination of trading stamps, credit notes and entrance tickets

It will be raffled on the fairs, the website of the national tourist board

Tourists who want to travel to Germany can buy it abroad but also in Germany, e. g. in the information points of the tourist board, in tourist agencies, in Goethe centers




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Promote Germany – travel card - Output“ It’s an insensitive for

tourists to stay more days in Germany and using the offers as intensive as possible

by this tourists also will spend more money in Germany, because very often they have credit notes so not the whole amount is covered and also if they have free entrance tickets, they will buy something in exhibitions, museums… - so they visit more places and with this spend more money




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

In each target country a starting event will be organized

In all countries…

… our patron – federal president Horst Köhler will say some welcome words

… federal president Horst Köhler and the co-patron (except of Spain and Germany) of each country will be invited and “open” the execution of the project by cutting through a symbolic ribbon together

… the project (facts and data, objectives, partners, key-messages), with particular focus on the “German travel card” and the five federal states, will be presented to all guests and journalists by the chief of ministry of economy and technology (tourism included), Michael Glos (except of South Africa)

„kick-off for fascination of diversity




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

In all countries…

… Michael Glos and the representatives of “Promote Germany” and the German National Tourist board take part on a press conference

… representatives of media and of our cooperation partners in the respective countries will be invited

… journalists get the chance to interview the patron and co-patron – “interviews for advertising”

… information material assimilated to the demands of the targets in the respective countries, and a image film about Germany will be displayed

… media information kits and information kits for our cooperation partners will be handed out

„kick-off for fascination of diversity




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

In Germany the first event should take place in Berlin in summer 2006 in Tiergarden – kind of a city festival

10:00 words of welcome by Horst Köhler,

10:10 the project will be presented by the chief of ministry of economy and technology (tourism included), Michael Glos

16:00 a panel discussion with the patron, Michael Glos, a representative of the German tourism board and of “Promote Germany”, and representatives of the main sponsors from the tourism industry will take place Topic: Germany as fascinating tourist destination

17:30 the first press conference will take place, where Michael Glos and the representatives of “Promote Germany” and the German National Tourist board are involved

22:00 event will end with a firework as symbolic starting shoot

11:00 time for "interviews for advertising",time for walking through the exhibition and eating

„kick-off in Germany“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Cultural supporting program:

- a little way through Germany – 16 gazebos for 16 states - will be created to show the diversity of the country – winemakers taste wine, painting street for children, build little ships for kids, golf parcours for Brandenburg -> a cultural festival for the city (in cooperation with the tourism ministries of the länders), sponsors and cooperators will be invited to represent themselves

- Cooperate with radio stations of Berlin – bb radio which are allowed to show their advertising and place the stage for showing a special program and playing music

„ kick-off in Germany“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

In India, the UAE and Italy the starting event will be host gala events in the gardens of the German embassies in New Delhi, Abu Dhabi, and Rome

cultural supporting program:

- Choir of German school in will sing German songs and show a small play contributed to the fascinating diversity of German culture

- Cold buffet of traditional German meals and wines will be provided

- a panel discussion with the patron, Michael Glos, the respective co-patron, a representative of the German tourism board and of “Promote Germany”, and representatives of the main sponsors from the tourism industry will take place

Topic: Germany as fascinating tourist destination – Mythos or Reality?

„kick-off in India, the UAE and Italy“




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

The following program will be followed, framed by a specific cultural supporting program:

10:00 words of welcome by Horst Köhler, he and the respective co-patron will cut through the symbolic ribbon as starting shoot

10:10 the project will be presented by the chief of ministry of economy and technology (tourism included), Michael Glos

16:00 panel discussions

17:30 press conferences where Michael Glos and the representatives of “Promote Germany” and the German National Tourist board are involved

22:00 fire work

11:00 time for "interviews for advertising",time for walking through the exhibition and eating

„kick-off in India, the UAE and Italy“




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Starting event will take place on Mallorca in Son Marroig, antique home of the archduke of Austria

„ kick-off in Spain“

12:00 speech of welcome by Horst Köhler12:30 symbolic ribbion will be cutted through by

Horst Köhler and Claudia Schiffer

12:35

the project will be presented by the chief of ministry of economy and technology (tourism included), Michael Glos

13:20 representative of "Promote Germany" and representative of the German tourism board gives a press conference, while the VIP people walk around the gardens and eat

14:30 time for "interviews for advertising"

16:00conference about the relationship between Spain and Germany

18:00 Inaguration of the exposition22:00 firework




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Key- message: “Germany can be a good place to pass holidays this summer”

Event takes place in Mallorca because in summer also many Germans are their which embody German diversity


- exposition with different kinds of arts from German authors (paintings, films, music) focusing on the five federal states

additional guests:

- Claudia Schiffer will take place, because the Balearic Government has a contract with her to promote the Islands

- presidents or representatives of the most important cooperation partners (TUI, Germanwings, Nivea, Müller, Mercedes, Audi …)

- ambassador from Spain

„ kick-off in Spain“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Host gala event in the garden of the German embassy in Pretoria

the project will be presented by the German ambassador, who also will give a speech about future cooperation's in tourism between South Africa and Germany


- German dances showed by pupils of the German school in Pretoria

- 4 course traditional German meal and wine (starters: salad of German herbs and deep-fry elderflowers, main course: roast venison, “Klöse” and red cabbage, dessert: stewed fruits and cold tomato soup) will be served by young people dressed in traditional German clothing (leather trouser and dirndl and traditional garbs of the five federal states)

„kick-off in South Africa“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

additional guests:

representatives from university news papers

representatives from major airlines of South African Airways, as well as their German counterparts

representatives from the two or three biggest travel agencies (Flight centre, South African airways) as well as those from the biggest travel agencies in Germany and representatives of cooperation partners in South Africa, e. g. representatives of German associations in South Africa (Goethe Institute…)

„kick-off in South Africa“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„kick-off in the USA“

The starting event will be situated in the German embassy in Washington in the 2nd week of October 2006 which will be orientated on the Munich “Oktoberfest” in design and execution

Key- message: “Germany has a rich culture based around its food, language, clothing and art – go to Germany to immerse yourself in it”

additional guests:

- Lynn Scarlett, chief of US department of interior

- Kurt Vonnegut, US author who is part of a german immigration family




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„kick-off in the USA“ cultural supporting program:

- German food, art and culture will featured in a way that Americans can be exposed to it and see if they like it: (orientated on demands as well on 20-35 as on +40)

- German beer and pretzel and veal sausage will be served by staff in traditional clothing's (leather shorts and dirndl)

- also gastronomic specialties from the five states will be served

- exposition with different kinds of arts from German authors (paintings, films, music) focusing on the five federal states

- a panel discussion with the patron, Michael Glos, Lynn Scarlett, Kurt Vonnegut, a representative of the German tourism board and of “Promote Germany”, and representatives of the main sponsors from the tourism industry will take place

Topic: opportunities for German-American tourism




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

widespread media reputation and free advertisements will create awareness in the public and by stakeholders about the project, the key-messages and further about the new image of Germany and Germany as a fascinating tourism country

The project it selves, patrons and co-patrons, additional guests act as “magnets” for the media which becomes interested on the whole project

People will talk about our project and carry thought the project and the goals – “word of mouth” will lead to more awareness about the project and with it about Germany as a fascinating tourist destination

More awareness will lead to more potential tourists

„kick-off Output“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006


the central theme – “Germany – explore fascinating diversity” – will be the focus in many specific events which are assimilated in execution and design to the demands of the respective target countries




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus on fairs“

- 2004 German tourism board took part at 96 fairs worldwide (at 68 with tourism partners), also in the 6 target countries

- German National Tourist Board until now works together with big companies on the fairs and mostly only information material was presented, e. g. on the N. Y. Times Travel Market in 2005 many other exhibitors, made any sweepstakes or quizzes and worked out cultural supporting programs, Germany wreaked this chance

data source: German national tourism board

between July 2006 and July 2008 still no participations on tourism fairs in the 6 target countries are planned

presence on fairs 2006 – 2009 should become extended to the 6 target countries (show presence on fairs listed on the following page in all 3 years)

for justifying the medium-seized structure of the German tourism industry, we want to cooperate with more partners, but mostly medium-seized companies

By doing so we can reduce the amount one partner has to pay for participation, because it will become shared among more

number of fairs number of partner totalItaly 2 40Spain 4 25USA 13 7UAE 1 15




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus - fairs“month international tourism fairs kind of fair country/city

january FITUR tourism fair Spain/Madrid

Bread and Butter fashion event Spain/Barcelona, Germany/Berlin

february N. Y. Travel Show tourism fair USA/NY

B. I. T. tourism fair Italy

Alimentari food festival Spain/Barcelona

march Salon International de tourismo a cataluna tourism fair Spain/Barcelona

TCV Feria Valencia tourism fair Spain/Valencia

Greece Expo tourism fair USA

Borsa mediteranea del tourismo tourism fair Italy

april

Arabian travel market tourism fair UAE

Salon International de tourismo a cataluna tourism fair Spain/Barcelona

Expovacaciones – Bilbao tourism fair Spain/Bilbao

Fiera Camoionaria Internazionale – Padova tourism fair Italy/Padova

june Salón International del Automóvil automotive fair Spain/Madrid

Saló Internacional de l’Automòbil automotive fair Spain/Barcelona

july Bread and Butter fashion festival Spain/Barcelona, Germany/Berlin

IT & ME tourism fair USA/Chicago

DStv Getaway Show tourism show South Africa/J ohannesburg

No Frills – Travel and Technology Expo tourism fair Italy/Bergamo

Luxury Travel Expo tourism fair USA/NY

Salone Nautico Internationale tourism fair Italy/Genova

november "Global Village" fair UAE

may

september

october




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus on fairs“ also the presentation concept

will change

beside providing information material, visitors should feel what fascinating German diversity means.

Every presence on a international tourism fair shows “Germany in small- explore fascinating diversity with all your senses" see next page), people should not only receive information, they should feel Germany as a fascinating tourist destination

information material and program will be assimilated to the demands of the targets in the respective countries




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in small – experience for all senses“scenic rootes and external partners regional marketing associations.

Rheineland-Palatinate

3 different winegrowers present their handicraft and people could taste the wines, the "loreley and castle street" will show video-clips in an extra-build small castle and create quiz 1concerning castles, saga of the lorely andthe Rhineland.

Saxony

Traditional handicraft from the oremountains will be presented in cooperation with the "silver-street" (carving, bobbin lace, "christmas land",people in traditional pitmanns clothes some will present their former work) Saxon wine-street will arrang a

Lower-Saxony

Both scenic-streets will present their handicraft and people could tast products, the presentation will be orientated on the great landscapes of Lower-Saxony. Quiz part 3 will be arranged, which treat traditional agriculture and Lower-Saxony.

Brandenburg

The "clay-street" will present their traditoinal handicraft and people could try by themselves to creat something with clay. The "Eiszeitstraße" (Ice Age root) will represent Germany and winter. Also quiz part 4 takes plaxe here. It has to be solved while" travelling" on an imaginative way through Germany in winter.

Schleswig-Holstein

The fairy tale route will create an imagniary time-travel back in the years when tales where created and give an overview of german literature hisrory. Also a fairy-quiz (quiz part 5) will take part. German cheese-makers will present their handicraft

They will provide information material (like flyers, brochures, image films), for their respective federal states. (all 16) In addition to the information material of the federal states, some general information about Germany will be provided, like the travelguide "365 places in Germany" worked out by "Germany land of ideas". Here people have to hand in the solved quizes. Also the German travel card could be bought there. At the last day of each fair, the winners become choosen and receive their prices, sponsored by all our cooperation-partners. (Prices differ from fair to fair, so that a balance between the different sponsors exists.) Prices could reach from drinking bottles - lichtenauer, bike jerseys - gerolsteiner, to a car sponsored by Volkswagen. If they are having any further questions staff will help them and also advise if someone likes information about travelling to Germany.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus on fairs“40 20-35

Italy fascinating culture and landscapes, wellness and relaxing, Germany andautomotives, German and Italien history

big events in fascinating cities, relaxing in great nature

Spainfascinating culture and landscapes,mountains, Germany and automotives,wellness and relaxing

fascinating culture and landscapes, outdoor activities, "hiking, biking and climbing in germanmountains",

UAE

USAoutdoor activities, wellness and relaxing, fascinating culture and landscapes,Christmas in Germany, sights - "365 places in Germany", fascinating cities

relaxing in great nature, outdoor activities in summer and winter, shopping possibilities in fascinating cities, sights - "365 places in Germany",

India wellness and relaxing, big events, sights - "365 places in Germany"

fascinating culture and landscapes, outdoor activities

South Africa

outdoor activities, wellness and relaxing, shopping possibilities in fascinating cities, fascinating culture and landscapes

fascinating culture and landscapes, outdoor activities in summer and winter, shopping possibilities in fascinating cities,big events

information material will focused on:

in all countries "Germany - explore fascinating diversity" and the five federal states are the main focus

"Germany - land of water and green nature", Germany in winter,shopping possibilities in fascinating cities




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus on fairs“ every international tourism

fair mentioned in the list will be opened by the co-patron of the respective country together with the manager of the respective fair – “interviews for advertising”

after the respective opening, the co-patron and exhibition staff (e. g. the responsible persons for the scenic rotes or regional marketing associations of the federal states) will take part on a press conference, where the campaign and goals are presented

If possible the co-patron and fair responsible will present “Germany in small to journalists” – there could also be time for “interviews for advertising”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus on fairs“

Main Cooperation intern cooperation-partners for fairs

German National Tourism Board

still having the basic equipment – booths, pin boards, electronic equipment (PC’s, beamer…)

have diverse information brochures in different languages which treat different aspects of German tourism

have created the tourist guide – “365 places in Germany” – which will be provided on thefairs




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – fairs in Spain“Tourism fairs (SITC, FITUR, TCV Feria,

Expovacaciones) :

We will have a centric stand with “Germany in small – experience for all senses” and the opening including the press conference

a “stewardess” will attend all visitors

a conference with the patron and co-patron for Spain will take place with the title – “All you can find in Germany”

Information material which is handed to visitors:

- catalogue with special touristical routes and features of the 5 federal states

- Postal-cards of different landscapes with the title “Alemania…te espera”

- a multimedia CD with a video about Germany and the 5 federal states and the links to the website




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – fairs in Spain“

Bread & Butter in Berlin and Barcelona:

in the web page and the press notes, it should appear a paragraph remembering the origin of this festival

the results of „fashion goes diversity“ will be presented at both festivals in June 2007

also some information material focusing on German lifestyle and the diversity of German culture will be handed out




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


Automotive Fairs (Saló Internationl de l’Automòbil

Barcelona and Madrid):

Cooperate with German brands – Audi, BMW, Volkswagen, Mercedes Benz – they are very famous in Spain and a lot of Spanish people have hobbies related to cars (formula one, tuning or just interest in “normal cars”)

a place of the fair will be dedicated to the history of German car brands - where photographs, a film about the history of German automotive sport, other materials and also cars of the German brands




a.) data & facts

b) SWOT-analysis

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a) quantitative

b) qualitative

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a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


Alimentari:

Alimentari in Barcelona is a food festival

On fair there’s a place dedicated to international meals

a typical German meal with the patron and co-patron, the ambassador of Germany in Spain and journalists (German tourists of travel magazines who life in Spain, and also their Spanish colleagues)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – fairs in Italy“Tourism fairs (B. I. T., Borsa mediteranea del tourismo, Fiera Camoionaria Internazionale, No Frills – Travel and Technology Expo):

We will have a centric stand with “Germany in small – experience for all senses” , the opening including the press conference

because Italians are fascinated to cars we will cooperate with Volkswagen (Skoda a subsidiary of VW is the co-sponsor of team-milram, which is our co-patron for Italy) , this company will present their cars and give some information, also a film about the history of German automotive sport will be shown

a panel-discussion with the Italian co-patrons from “team-milram”, the German minister for tourism, and Michael Kahn Ackermann the chief of the region (Italy) of the Goethe Institute

“Germany a fascinating tourist destination – Mythos or Reality”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Getaway show in South Africa“

Getaway Show:

is hosted annually by the biggest travel magazine in South Africa and mostly visited by +40

We will have a centric stand with “Germany in small – experience for all senses” and the opening including the press conference

Students in a T-Shirt with the print – “Germany – explore fascinating diversity” – hand out flyers at the show about who we are and where we are located

Franz Beckenbauer as co-patron will open the German stand and give a speech concerning our project, while accenting the good cooperation's between Germany and South Africa for organizing the world cup 2010




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Global Village in the United Arab Emirates“ Germany took part at the world biggest city-festival

in 2004 – with focus to Berlin and traditional German architecture

Germany should take part on the global village in 2007/08 with focus on the five federal states – so “Germany in small” becomes extended

On the first day the global-patron, Horst Köhler, will open the German area together with Sheikh Abdullah bin Zayed Al-Nahyan (Minister of Information and Culture of UAE)

Horst Köhler, the co-patron Jürgen Steltzer, Sheikh Abdullah bin Zayed Al-Nahyan and Dr. Martin Berlin will participate on a panel-discussion, topic: tourism cooperation of UAE and Germany, which is followed by a press conference




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Global Village in the United Arab Emirates“ it’s a great opportunity for our sponsors and co-

operation partners to sell their product there (the global village is included in the Dubai Shopping Festival – it’s the world biggest family-shopping festival)

Spanish co-patron Joana Zimmer will give a gig there

Promote Germany will cooperate with the two German schools

pupils will show traditional German dances on the festival

in the schools a painting competition will been worked out, which has the five federal states as topic – all pictures will be displayed in the German area and visitors should vote their favorites, the 3 winners will be invited to visit Germany for one week




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – ‚Oktoberfest‘ in small in the USA“

Directly subsequent to the starting event in the USA and orientated inexecution and design on the Munich Oktoberfestival

- road show which will travel in 7 days in 7 colleges (mainly orientated on the demands of 20-35 aged, especially students)

- it starts in Washington one day after the starting event in the German embassy




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


We will put the fascinating diversity of Germany in one truck

- Key message: There is more than one side of Germany! Explore it!

- Pictures of the five federal states, video clips which show exciting cities and fascinating landscapes, information material dedicated to the young US-target group will be handed out

- We will have an stage quiz – modeled like the TV-Show “Who Wants to Be a Millionaire” – prizes will be sponsored by our partners and reach from gift packages which include a drinking-bottle from Lichtenauer, a pretzel and information material for young Americans, to 7 one-week holiday trips and “travel-cards”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


It will be kind of a campus-festival – with German beer and pretzels

- Dirk Nowitzki will play Basketball with the respective university-teams

- German lifestyle, culture and sports will be presented

- in the evening the German young generation pop band “Silbermond” will give a gig

- regional press representatives will be invited and get the chance to interview Dirk Nowitzki




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – ‚Oktoberfest‘ in small in the USA - Output“ by moving around a great audience will be reached, especially

students, their families and local residents, but also representatives of local media

so the contact database of media becomes extended

since the USA is such a widespread country, road shows will be the best way to reach the similar widespread audience and also as much more media reputation wil be possible than one single event could reach

So awareness about Germany and especially the five federal states becomes created

If it is successful (it will repeated in the following years but in other regions, so we reach more audience and media every year (so in 2007 it will be focused on the west coast – San Francisco, San Jose, Los Angeles, San Diego and in 2008 in Chicago, Indianapolis, Milwaukee, Detroit and Cleveland)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – German week in India“In India any tourim fair is still existing, so we want to make a mixture of a fair presence and the presence at the global village

It will be a 7-day fair, held in the 2nd week of October 2007 in Bangalore, modulated after the Munich “Oktoberfest”

“Germany in small – experience for all senses” will be included but in an extended version

- beside all things included in “Germany in small”, posters and banners of German cities and landscapes will be displayed and postcard of fascinating German landscapes and cities will be spread

- Global patron “Horst Köhler” and the Indian co-patrons will open the event and take part on a press conference – “interviews for advertising”

- Zubin Mehta will give a concert with the Bavarian state orchestra




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – German week in India“ German associations of India will take part and arrange a cultural

supporting program and carry out our message and image

- each day different events and activities take place – dances, music, authentic costumes, theatre – for showing the diversity of Germany

also German beer and pretzels will be served by staff in traditional clothing's (leather shorts and dirndl)

We will cooperate with an Indian radio station for arranging a contest – “the most Bavarian Indian yodeler”- prizes will be German travel cards, flight credit notes and one week holiday in Germany

if it is successful it will repeated in the following year in Mumbai




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – German embassy in Spain“

during august in all three years of the campaign, the Embassy will have an open doors day, to show all the areas and the tasks that this organization develops

- in this day the minister of external relations Frank-Walter Steinmeier will be invited, to expose, which are the actions and interchanges between Germany and Spain

- media representatives will be invited to this event and „media information kits“ assimilated to the demands of the targets in the respective countries will be handed out

- focused to both targets in age, but it is conducted to people who are interested in politics, economic, cultural aspects or social organizations




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


during the rest of the year the embassies web pages “Young Germany” that is dedicated to promote Germany to the youth, will be used to communicate the relations (on a political, economical and cultural level) between the two countries to our young target in Spain

- with this web page people from Spain can know what happens in Germany and become interested to it - www.young-germany.de

- there will be a link to the main website of the campaign -www.germany-tourism.com

- focused on 20-35 aged students, because the pricipal themes concern aspects of society and lifestyle




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


both actions are included in the diversity because they show the good relation between the two countries, and that Germany is interested to communicate to all kinds of publics from different destinations about cultural and social life

Germany can show its interests for 20-35 aged

key messages: “Germans are open-minded to people from different countries –

Germany is a good place for all”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Goethe Institutes in Spain“

people that study German linguistic in the academic centers of the “Goethe-Institute” (distributed in the most important cities in Spain: Barcelona, Madrid, Granada and San Sebastian), will obtain some gift packages including information about Germany assimilated to the demands of both Spanish direct targets

For the course 2006-2007:

People who are inscribed can participate in the “writing competition of diversity”, that consists in elaborating some articles about the five federal states

among all participants a raffle will take place

the winner will gain a free four-day travel to Germany

all other participants will obtain a 15% discount in the prices of Germanwings flights (for one year)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Formula One“

a special musical video (including images of the Nürburgring and Rhineland-Palatinate) will be shown on Spanish and Italian TV before the beginning of the formula one race in Germany

In Spain and Italy the Formula 1 it is a big event that it is followed for lots of people, young and adult

during 3 – 5 minutes, some sections of Germany: culture, sport, nature mixed with images of the racing in that circuit last year will be explained

journalists (they always travel to the Formula 1 races) will be invited by Mercedes to visit their production places, a automotive museum and other significant places.

key message: „Germany – a sportive and dynamic destination“




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – Nivea Parties“ Nivea is a brand with a long tradition that it has been always used for many

generations

in the packaging of Nivea creams, will appear a pamphlet with the information of this party, which will be organize in summer (when many people buy Nivea products) at Spanish (beaches in Barcelona, Malaga, Alicante, San Sebastián and Mallorca) and Italian beaches (Rimini, Bari, Syrakus, Ravenna)

The Spanish co-patron Joana Zimmer will give some gigs there, together with David Bibal

at these parties a lot of different activities will take place: games, quizzes, … all related to “Germany – fascinating diversity of culture and costumes”

mainly focusing the 20-35 aged




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – brunches in India“ in the garden of the Goethe-Institutes in India, regular

lunches and brunches with typical German meals will be arranged while screening formula one races

from time to time important people will take part on this lunches: German ambassadors, German diplomats and dignitaries, politicians

also all specific information about Germany for the Indian targets will be displayed

an informal and close atmosphere will be created and people of the high income and high educated target group in India will get information about Germany from trustworthy people




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

because …

… it’s really hard and expensive to travel to the world cup 2006 in Germany and get tickets

... many of the people we ask in the survey, said that they really would enjoy traveling to Germany but only because of the World Cup 2006

... in summer 2007 „remembering the world cup“ will take place in Germany.

„Germany in focus – remembering the worldcup“




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – remembering the worldcup“ a “mini-world cup” of benefic games, for the benefit of Sudan,

will be arranged in cooperation with the DFB (German Football Association) and Franz Beckenbauer (co-patron of our campaign and :

in each target country (including Germany) a mixed football team will be invited in summer 2007 to Germany:

- each team will be compiled by 4 actual male football national players, 4 actual female football national players, 4 „young-stars“, 4 well known „alumni-players“

- in addition also a mixed (11 „young stars“ and 6 actual male national players) football national team of Sudan will be invited (Sudan is disrupted by civil war, football is a great chance for the young generation of these country to „feel“ a piece of normality, so they really need financial support for building up the country)

- and 8 German junior teams

so we will have 16 football teams which will play 16 games (normal mode plus the decision about rang 3) in 8 German former wm-stadiums




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – remembering the worldcup“ In addition to the football games…

… the information material of “Promote Germany” will be displayed

… in the half-time breaks the image-film will be shown

… journalism journeys will be arranged

… we will cooperate with tour-operators, hotels and flying companies (see extern cooperation partners) and work out two “traveling packages”

all tourists which book one of these packages will receive a “travel card” for free in addition of their booking




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus – remembering the worldcup“

a “mini-world cup” of benefic games, for the benefit of Sudan, will be arranged:

in each target country (including Germany) a mixed football team will be invited in summer 2007 to Germany:

- each team will be compiled by 4 actual male football national players, 4 actual female football national players, 4 „young-stars“, 4 well known „alumni-players“

- in addition also a mixed (11 „young stars“ and 6 actual male national players) football national team of Sudan will be invited (Sudan is disrupted by civil war, football is a great chance for the young generation of these country to „feel“ a piece of normality, so they really need financial support for building up the country)

so we will have 8 football teams which will play 8 games (normal mode plus the decision about rang 4) in 8 German former wm-stadiums




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„Germany in focus“ - Output

the central idea – explore fascinating diversity – will become represented to a great audience

“Promote Germany” will become more media reputation and with this more awareness for the new image and Germany as a fascinating diverse tourist destination

more media reputation will lead to more interest in Germany and with this to more tourists

we reach a big and widespread audience including many stakeholders which will lead to more awareness about Germany, especially about the five federal states and fascinating German landscapes and cities

While some people win trips to Germany, they become stakeholders and carry our messages to others

all presentations will also take place in the following years, if they where successful (success will be measured based on media coverage and the number of peoples attending)




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006



programcommunicatio

n scheme

Strategy Statement:


„travel card“





Team 2 - 2006

• Two global competitions will take place in each target country:

• focusing on sports- and outdoor“four continental outdoorathlon”

• focusing on culture and fine arts“competition of diversity”

• focusing on fashion“fashion goes diversity”





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• an outdoor-sports-event in the second year of the campaign will be arranged (and if it was successful it could take part in the third year too)

• characterized by five disciplines for five federal states – so marathon-racing in Saxony, biking in Rhineland-Palatinate, canoeing in Brandenburg, surfing in Schleswig-Holstein and golf in Lower-Saxony

• In the target countries we will have invitation at universities with an focus on sports for the five disciplines - but we are not searching for absolute professionals, we are searching for people have fun with making their sports (if possible the winners of the last intern university games will be chosen)

„four continental - outdoorathlon“




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


* we wont arrange this event in Spain, because there two very similar events take place every year, as replacement “fashion goes diversity” will be arranged in Spain

• The different disciplines are supported by the following German sports-men:

golf:Martin Kaimer

surfing:Paul Grey

canoeing:Birgit Fischer

biking:Hanka Kupfernagel

marathon: Waldemar Cierpinski




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• 2 of each country and each discipline will get the chance to train for one week with the pros in Germany and improve their techniques

• after these training sessions, five international teams will be mixed up and start on an “German diversity games” in June 2007 in the five federal states

• It will last 5 days, so that the other students of a team, which are not doing the respective form of sports can encourage their team colleagues

• We will cooperate with special sponsors (see external cooperation partners for outdoorathlon)





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

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6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• This event will be combined with journalist journeys, so two journalists from sport and lifestyle magazines of the respective countries travel to Germany with the students, so they could gain a personal impression from outdoor-sports possibilities in Germany combined with the fascinating landscapes of the five federal states

• Also the journalist will get the chance to interview the German “coaches”

• after the events in Germany, photo exhibitions in the universities and in the Goethe centers of the respective countries – about the event and the landscapes of the five states where it took place





a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

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7. timetable

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10. recommendations

Team 2 - 2006

„competition of diversity“

students of fine arts and music (in all target countries, excluding Germany) should create something special which treats the following topic until February 2007:

“Germany – what makes the following five federal states unique and fascinating: Rhineland-Palatinate, Brandenburg, Schleswig-Holstein, Saxony and Lower Saxony?”

Many diverse materials should been used to create something special

key message: ”show creativity by using diversity!”




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• In the target countries we will have an invitation at the following universities and colleges which are mostly focusing on fine arts and music:

• USA University of Arts in Philadelphia, Bellarmine University, Kentucky

• Italy Accademia di belle Arti Milano,Conservatorio Statale di Musica

"Antonio Vivaldi"

• UAE University of Dubai

• South Africa University of Johannesburg (Rand Afrikaans University

• India Jawaharlal Nehru University, New Delhi

• Spain University of Granada, University of Barcelona

„competition of diversity“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


the creations will be exhibited in the main Goethe Institutes of the respective countries from march till June 2007, uploaded on the website of the Goethe Institute and the German National Tourist Board,, and a concert evening will be arranged on the opening day of the exhibition where the music will be presented (music will also become uploaded on the website for pod casting and played during the exhibitions)

the exhibitions will be opened by Elisabeth Gehrer, chief of German ministry of education, science and culture, by giving a speech about the cultural diversity of Germany, especially the five federal states

the cultural ministers of the respective countries will be invited

also representatives of national media will take part and gain the possibility to interview Elisabeth Gehrer




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


winners are chosen for 50 % by normal people who are visiting the exhibitions and the websites of the Goethe Institutes and the German National Tourist Board and for 25 % by our patron and co-patron and for 25 % by the lecturers of the university

the best 2 creations of fine arts and the best music creation of each country will be invited to present their work on the Documenta (the German art exhibition) in Kassel, Germany which will take place from 16.06.07 till 23.09.07

On 15.06.07 an opening event combined with a concert evening will be arranged

“global patron” Horst Köhler will give an opening speech, treating the concept of the event and also the campaign and objectives of “Promote Germany”

Representatives of German media but also correspondents of international media will be invited




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


after the presentation in Kassel the projects will be shown in the 5 federal states

in Saxony it will placed in “Galerie neue Meister” (art gallery of Dresden)

in Brandenburg in “sanssouci” in Potsdam

in Lower Saxony in “Niedersächsisches Landesmuseum” (federal states museum of Lower Saxony)

in Rhineland Palatine in “Kunsthalle zu Kiel” (art gallery of Kiel)

in Schleswig-Holstein in




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


the respective ministers of culture of the federal states will open the exhibitions in their federal state, by giving a speech where the project will be presented

regional media will be invited

On all exhibitions in the Goethe Institutes of the respective target countries, the Documenta and in the art galleries of the federal states, posters and CD’s of the winners could be bought (this will be a incentive for the artists and will result in money for covering the budget )




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„fashion goes diversity“

a fashion competition for young designers in Germany and Spain, in cooperation with the following design universities will be arranged:

- Akademie Mode & Design Düsseldorf, Germany

- Instituto Europeo di Design Madrid and Barcelona, Spain

young designers should create crazy fashion, jeweler and hair style treating one of the five federal states

many diverse materials should been used and also some wrappings of products from our cooperation partners

key message: ”show creativity by using diversity!”

the creation will become presented at “Bread & Butter” festival in Barcelona and in Berlin in July 2007




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


we will cooperate with tour-operators, wellness- and golf hotels and flying companies and work out “traveling packages” treating the global competitions

- first: people should become informed about Germany as perfect place for doing outdoor activities and easily be able to travel to the places where the outdoor-athlon took place

mainly focused on 20-35 aged in the countries which were included in the event

but also on +40 aged who are interested in sports, especially in South Africa and the USA




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


we will cooperate with tour-operators, wellness and golf hotels and flying companies and work out two “traveling packages” treating both global competitions

- second: people should get the chance to travel to Kassel and visit the exhibitions of the winners from all countries and also travel to the five states and see the events there

mainly focused on +40 aged because they are more interested in culture

but also on 20-35 aged who are interested in culture, especially in South Africa, the USA and India




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006


we will cooperate with tour-operators, wellness and golf hotels and flying companies and work out two “traveling packages” treating both global competitions

- third: people should get the chance to travel to Bread and Butter and join the fashion show

all tourists which book one of these packages will receive a “travel card” for free in addition of their booking




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

we reach an increase of awareness of Germany as a fascinating travel destination for doing outdoor activities mainly in our young targets and for Germany as a great tourist destination characterized by multifaceted culture and lifestyle

message about fascinating diversity in landscapes and culture as well as great opportunities for outdoor activities, especially in the five states will be placed

all kinds of media are involved (also in Germany) so a very widespread audience will be reached

The increased awareness and the “traveling packages” will lead an increase of money and days +40 and 20-35 aged spend in Germany

„global competitions output“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

yearyear 1 year 2 year 3low level

high level

awareness about Germanyas a fascinating and diverse tourist destination

number of vacation daysyoung people spend inGermany

Money +40 spend in Germany per day

number of vacation daysspend in the five federal states

output of strategies




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

timetable




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

yearyear 1 year 2 year 3

timetable




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

„kick-off events“ and „Germany in focus“1. Executive Summary



a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

budget




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Budget 1Organisation rooms 750.000 € technics 123.000 € employees 1.136.000 €Media information Program Media information-kits 100.000 € collect database 10.000 € short journalism news releases 10.000 € press conferences 560.000 €Communication Sheme Webmaster 280.000 € Websites 40.000 €Patron, co-Patrons travel-, logis and catering costs 340.000 € flights 204.000 € extra costs 300.000 €Travel-Card free provision 100.000 €Summa 1 3.953.000 €




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Budget 2Fairs rent areas 1.000.000 € flights & organisation 900.000 € meals Alimentaria 10.000 € Stewardess 28.000 € else (insurance,...) 85.000 € fleyer 570.000 € Video 800.000 € Brunches in india 50.000 €"Oktoberfestival" show-truck 76.000 € logis, traveling, catering 220.000 € saleries 90.000 €Remembering the World-cup 500.000 €German week bavarian state orchestra 460.000 € others 185.000 €Methods of Messure market surveys 4.500.000 €Kick-offs Fireworks 1.500.000 €Summa 2 10.974.000 €




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Budget 3Summa1 3.953.000 €Summa2 10.974.000 €Summa 14.927.000 €

So we will need each year a budget of 4.975.666 €

For the case that the cooperation partners won‘t be able to take over some points the 1.3 million € are useable instead of.

These 1.3 million € are free every year. It‘ll be also able to use them for spontaneous actions, if the cooperation's are working like planed.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Methods of measures




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Methods of measures

• Quantitative objectives:

The market research surveys worked out by German National Tourist

board will be our basis …

• it will be extended to the United Arab Emirates and South Africa, because now also these two countries are in the main focus

• splited off into the two age groups• and the money people spend in Germany will

also become captured

…for measure the increase of tourists in Germany, the increase of vacation days young people spend in Germany an the increase of money +40 spend per day.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Methods of measures

• Quantitative objectives:

• in addition we will work together with the statistical office of Germany and the respective statistical offices of the federal states – they will extend their surveys to the United Arab Emirates and India, because they are still not raised – for measure the increase of tourists in the five federal states




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Methods of measures

• Quanlitative objectives:

• the increase of all qualitative data will be a great clue, because all qualitative objectives are tightly linked with the qualitative ones

• in addition the number of people who connects to the websites and the results of the questionnaires on the websites will

• we will also evaluate how many people had visited our events and if the number of visitors had increased in the period of the three years (good indicator for increased awareness and more favourable image)

• we analyze the media reports above our campaign and so we can find out if we have done a good job and if the presswork we had done was enough




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

recommendations




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

• the campaign focus on Germany so the German agency of “Point it out” is the main contact for the client, and the patron

• the strategies and actions focus mostly on German brands, firms and federal states so the German head office will also be the main contact for them

• the PR-agency in Germany is the head office and responsible for the general execution of the campaign

• that means that all basics are coordinated in Germany• the global strategy is navigate from Germany, so no main decisions will be taken without informing the head office

• the offices in the respective countries will be the main contact for the co-patrons

• also they will be responsible for executing strategies and actions adopted on the demands of the respective countries




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

How the campaign will be organized!

Team 2 - 2006

Why our project?

• All the ideas have been proposed by members from the 7 countries 7 points of view for the campaign

• Every country has studied its own country and the links related to Germany As a result, we have the SWOT analysis

• The summary of the SWOT analysis is our strategy: DIVERSITY

• Around the concept “diversity”, we have develop an action PR plan.

–The philosophy of the action: Think global, act local.

–Specific actions for every country of the campaign.




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Why PR?

• The client decided that every agency-team has freedom for choosing the best kind of actions to do.

• We refused to do:- Advertising: public is impacted by several messages

at the same time. It’s necessary a lot of money only for remaining one message in the mind (because public is doing other things, aren’t interested...)- Difficulty to express diversity in ads.

- Marketing actions: used for selling products or services Tangible values. In our case, “Promote Germany” needs, first of all, a change of image by people (qualitative/ intangible objective) and after, they will travel to Germany.13




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

Why PR?

• Reaching some segments of population in their daily life (fairs, media, contest...)

• Searching the answer of the target (not only a change of image we want an action “travel to Germany”)

• Reaching opinion leaders (ambassadors; well-known German people...)

• Demonstrating with facts that diversity is a concept related to Germany.

• Reaching intangible values.

- Conclusion: PR is the best way of promoting Germany




a.) data & facts

b) SWOT-analysis

4. objectives

a) quantitative

b) qualitative

5. target groups

a) direct

b) indirect

6. strategy

7. timetable

8. budget


10. recommendations

Team 2 - 2006

appendices

Team 2 - 2006

Federal states – data explanation

on the following pages the numbers of increase of vacation days we expect in the five federal states will be justified

Team 2 - 2006

Tourism

state: Italy

tourist: 8,350 (+8.0% to 2004)

vacation days: 23,597 (+4.3% to 2004)

nights per person: 2.8

increasing we expect: + 9%per year

why?: probably all tourist stay longer that the vacation days

will growing also well

state: Spain

tourist: 4,932 (+51.7% to 2004)

vacation days: 13,055 (+50.2% to 2004)


increasing we expect: + 22% per year

why?: hoping that the numbers will be good next years too

Brandenburg

Team 2 - 2006

Tourism

state: USA

tourist: 34,295 (-2.5% to 2003)

vacation days: 84,078 (+0.6% to 2003)



why?: we smart want to reach the numbers of the year 2000

state: RSA

tourist: 1,820 (-19.1% to 2003)

vacation days: 5,718 (-25.4% to 2003)



why?: the good dates by other states should be reached

Brandenburg

Team 2 - 2006

Tourism

state: UAE

tourist: around 180

vacation days: around 500

increasing we expect: + 5%

why?: follow national trends

state: India

tourist: less than 80

vacation days: less than 260

increasing we expect: beat up the dates of Taiwan and South Korea

Brandenburg

Team 2 - 2006

Tourism

state: Italy

tourist: 30,360 (-11.0% to 2003)

vacation days: 65,617 (-10.8% to 2003)



why?: we want to thwart the actual development and follow the

tendency on federal level

state: Spain

tourist: 20,568 (-4.2%to 2003)

vacation days: 45,312 (-15.0% to 2003)



why?: we want to thwart the actual development fallow the

good federal tendencies

Lower Saxony

Team 2 - 2006

Tourism

state: USA

tourist: 34,295 (-2.5% to 2003)

vacation days: 84,078 (+0.6% to 2003)



why?: we smart want to reach the numbers of the year 2000

state: RSA

tourist: 1,820 (-19.1% to 2003)

vacation days: 5,718 (-25.4% to 2003)



why?: the good dates by other states should be reached

Lower Saxony

Team 2 - 2006

Tourism

state: UAE

tourist: around 900

vacation days: around 5,500



state: India

tourist: less than 1,400

vacation days: less than 3,700


Lower Saxony

Team 2 - 2006

Tourism

state: Italy

tourist: 32,740 (+9.6% to 2003)

vacation days: 63,773 (-0.1% to 2003)



why?: the number of tourists should be carried to the number of vacations

state: Spain

tourist: 15,530 (+34.9% to 2003)

vacation days: 27,226 (+13.7% to 2003)



why?: state and federal numbers of vacations should reach

European and good arrival numbers


Team 2 - 2006

Tourism

state: USA

tourist: 160,862 (+10.4% to 2003)

vacation days: 378,682 (+7.4% to 2003)



why?: good arrival numbers are promisingly, numbers of 2000

should be reachable

state: RSA

tourist: 1,925 (+29.2% to 2003)

vacation days: 4,280 (+16.2% to 2003)



why?: hoping that the trend holds on for some years


Team 2 - 2006

Tourism

state: UAE

tourist: around 3,000




state: India





Team 2 - 2006

Tourism

state: Italy

tourist: 31,292

vacation days: 62,206



why?: according to the tendency during the last years in Saxony and the good numbers in other growing states this results should be attainable

state: Spain

tourist: 11,071





Saxony

Team 2 - 2006

Tourism

state: USA

tourist: 11,874





state: RSA

tourist: 973





Saxony

Team 2 - 2006

Tourism

state: UAE

tourist: around 320




state: India




Saxony

Team 2 - 2006

Tourism

state: Italy

tourist: 14,300



increasing we expect: +6%

why?: increase the days per tourist

state: Spain

tourist: 4,220




why?: follow excellent federal results

Schleswig-Holstein

Team 2 - 2006

Tourism

state: USA

tourist: 11,874




why?: American numbers are on a high level

state: RSA

tourist: 786

action days: 3,223



why?: other states have high growing-rates for SA too

Schleswig-Holstein

Team 2 - 2006

Tourism

state: UAE

tourist: around 150

vacation days: around 750



state: India

tourist: less than 200

vacation days: less than 500


Schleswig-Holstein

Team 2 - 2006

Data source (statistics)

- Tourismus in Sachsen- Ausgabe 2005, Statistisches Landesamt des Freistaates Sachsen- Incoming- Tourismus Deitschland- Edition 2004, Deutsche Zentrale für Tourismus e.V.- Incoming- Tourismus Deitschland- Edition 2005, Deutsche Zentrale für Tourismus e.V. - Incoming- Tourismus Deitschland- Edition 2006, Deutsche Zentrale für Tourismus e.V.- India Touristim Statistics 2003, Market Research Division, Ministry of Tourism, Government of India- Kurz- Marktinformation Spanien 2006, Deutsche Zentrale für Tourismus e.V.- Kurz- Marktinformation Indien 2006, Deutsche Zentrale für Tourismus e.V.- Kurz- Marktinformation Italien 2006, Deutsche Zentrale für Tourismus e.V.- Kurz- Marktinformation USA 2006, Deutsche Zentrale für Tourismus e.V.- Statistischer Bericht G IV 1 - m 12/04 S 3. März 2005, Statistisches Amt für Hamburg und Schleswig-Holstein- Statistischer Bericht G IV 1 - hj 2/04 S 30. März 2006, Statistisches Amt für Hamburg und Schleswig-Holstein- Gäste und Übernachtungen im Reiseverkehr Dezember 2004, Niedersächsisches Landesamt für Statistik- Gäste und Übernachtungen im Fremdenverkehr 2004, Statistisches Landesamt Rheinland-Pfalz- Gäste und Übernachtungen im Fremdenverkehr im Land Brandenburg Dezember 2005, Landesbetrieb für Datenverarbeitung und Statistik- Tourismus- Ergebnisse der monatlichen Beherbergungsstatistik Dezember und Jahr 2005, Statistisches Bundesamt Wiesbaden 2006-Übernachtungen in Behewrbergungsstätten und auf Campingplätzen nach Herkunftsländern, Statistisches Bundesamt Wiesbaden 2005

Glob Com 2006 Team 02

Business

Transcript of Glob Com 2006 Team 02