TURISMO FIANDRE Office presentation Feb 2010

About…   MISSION

  Besides the Toerisme Vlaanderen Mission statement, our actions are made for   a clear increase of Italy’s generated overnights in

Flanders,   an effective promotion of Flanders as a suitable holiday

destination that will generate enthusiastic repeat travellers

  a correct communication via all media about Flemish culture, services and lifestyle.

  Increase of Italian generated overnight is our main evaluation index

About…   VISION

  The best results are made thanks to a clear care of staff needs and staff goals. Professionality and effectiveness are combined to a team working course.

  Training is a going on process for personal and professional improvement

  Creativity, high spirits and cheerfulness are peculiarities of Turismo Fiandre

About…   ETHICS

  We operate on a “win – win or nothing” attitude in all deals.

  Cooperation and networking are the aims of all our actions

  The public interest of Flanders has priority in our professional sphere of action

About…   MOTTO

  Cool people working on cool projects with cool partners.

About…   Our Target:

About…   Our Target is:

  Italian, age 20-50   High School Certificate – University Degree   Works in services or offices

  Living in North Italy, in Metropolitan areas   62,08%

  Travels with no kids (under 14 years)   81,7%

  Prefers airplane and hotel accommodation   51,00%

About…   Our Target Books:

  Book following an emotional impulsive decision   60,9% less than 1 month prior departure

  Main motivation of choice is familiarity with the destination: “I heard about” 85,6%   37,6% already been there   32,8% knows someone who has been there   15,2% got information about the destination via media

About…   Our Target

  Looks for beauty in landscapes and cities

  Looks for friendly and kind people

  Looks for nice atmosphere and nightlife

About…   Esplite

  Is the high quality standard traveller   Looks for

–  Unique delux hotel –  Attentive service –  Classical art –  Delicious restaurants –  First rate shopping

  Books mainly in his Travel Agency

  After the vacation he must say: –  “It was all so nice”

About…   Trendopolitan

  Is the trendy alternative metrosexual traveller   Looks for

–  Design hotel –  Friendly service –  Modern art –  Trendy nightlife, bars and clubs more than

restaurants –  Design and latest fashion shopping

  Books mainly in Internet

  After the vacation he must say: –  “So ahead”

About…   Technopolitan

  Is the young cultural discoverer   Looks for

–  Bed and Breakfast or Hostels –  Friends –  Contemporary art, alternative lifestyle –  Nightlife, bars and clubs, concerts and techno

events –  Cultural events, books and records

  Decides last minute and takes what found

  After the vacation he must say: –  “Yeah”

About…   Verve

  Is the Peter Pan complex traveller   Looks for

–  Countryside Bed and Breakfast or typical hotels –  Tight program –  Landscapes and discoveries –  Folkloric events, traditional restaurants –  Crafts shops

  Books in advance

  After the vacation he must say: –  “It was nice, I’ve done plenty of things”

TURISMO FIANDRE The strategy

The strategy   Aim of all actions is:

  Position Flanders firmly in the vacation program of the target

  Flanders must be perceived as the coolest part of Belgium

  A vacation in Flanders must be considered fun, cosy, interesting, surprising

  Tourists feel welcome in Flanders, “come as you are” and “Flanders fits you” are essential concept of our communication

The strategy   Flanders are:

  Fit   High standards for:

–  Accommodation and services –  Professionalism of the people –  Cultural offer –  Services –  Welfare and equity

The strategy   Flanders are:

  Sexy   Desirable for:

–  Smiling happy people –  Latest design and fashion trends –  Upper contemporary modern and classical art –  Charming landscape and city scenario –  Warm atmosphere in restaurants and bars –  Fantastic concerts and festivals

The strategy   Each year Turismo Fiandre promote a theme

  2008   Come as you are   Discover the trendiness

  2009   Colors synthesis   Art and culture

  2010   Flower Power   Events and fun

The strategy   Each year Turismo Fiandre give priority to a city

  2008   Brugge   In Bruges

  2009   Bruxelles   Magritte Museum

  2010   Gent   Gentse festen

The strategy   Each year Turismo Fiandre give priority to a couple

of profiles

  2008   Trendopolitan   Technopolitan

  2009   Esplite   Verve

  2010   Trendopolitan   Technopolitan

The strategy   Standard actions for the Press

  PRESS RELEASES   Monthly thematic press release

  FRESH NEWS   Monthly multi theme short press release, at least one

news per city

  GROUP PRESS TRIP   Depending on the events, 2 press trip per year are

organized, a major and a minor one

The strategy   Standard actions for the Press

  INDIVIDUAL PRESS TRIP   Depending on the request of the journalist or of the

magazine

  PREMIO FIANDRE   Press prize for trade and consumer press

The strategy   Standard actions for the Trade

  BIT   Yearly presence in the BIT

  VISITS   Each fair is visited, and at least one time a year each

Antenna and the priority TO are personally visited.

  FRESH NEWSLETTER   Printed and posted newsletter published 4 times a year,

each number has news about each city

The strategy   Standard actions for the Trade

  WEB SITE INFORMATION   The private area of Turismo Fiandre gives full access of

the technical information and the contacts for the trade.

  FAM TRIPS   The learning Flanders program invites the Tour

Operators and the travel agents

The strategy   Standard actions for the Pubblic

  WEBSITE   Main communication tool

  INFO DISPATCHING   Directly or via website or via Antenna agencies

  FRESH NEWSLETTER   Web-newsletter published 4 times a year, each number

has news about each city

TURISMO FIANDRE 2010

2010   2010 will be dedicated to the flowers (floralia, flower

carpet, Laekenand so on)

  To the music and the events (Rock, pop, techno, cinefestival, theatre classical and so on)

  To the experience of the beauty (design, modern art, terraces and so on)

2010   Will be focused to the Trendopolitan profile

 60% Trendopolitan

 25% Esplite

 10% Thechnopolitan

 5% Verve

TURISMO FIANDRE PUBLIC

2010 PUBLIC   TOURIST OFFICE

 DISTRIBUTE INFORMATION

 STIMULATE THE INTEREST AND CURIOSITY VS THE DESTINATION

 GENERATE DESIRE FOR THE DESTINATION

2010 PUBLIC   INFORMATION DISTRIBUTION

 WEBSITE

 PRINTED NEWSLETTER  6 times a year

 E-MAIL NEWSLETTER  6 times a year

 YEARLY BROCHURE

2010 PUBLIC   EVENTS

 MINIEVENTS TO PROMOTE THE DESTINATION

 Flandrika Cheers –  Bar event with the free taste of Beer –  Various location

 Flandrika Ravenge – Discoteque event with Flemish DJs –  Various location

2010 PUBLIC   CAMPAIGNS

 CITY CARDS  Press campaign  Promotion of the sales of the Flemish city cards

 TRENDOPOLITAN  Press, Radio, Event campaign  Promotion of the Destination as interesting for Design

and lifestyle matters

TURISMO FIANDRE CITY CARDS

2010 Campaigns   CITY CARDS

 Promotion of the city cards (Brugge, Brussels), by giving to the trade an extra instrument for making sales easier

 TARGET  Travel agents (as sales target)  Tour operators (as sales and production target)  End Consumers Esplite profile (indirectly and on target)

 TIMING  Start Feb 2010  Trade before BIT (in order to raise attention)  End consumer after BIT

2010 Campaigns   CITY CARDS

 The campaign is organized with a general message and an optional extra message, that is personalized to each participating partner.

 MEDIA (example)  Trade press

–  TTG and/or L’agenzia di viaggi and/or Guida Viaggi (daily)

 End Consumer Press – Quì Touring (monthly)

 Web –  Travelquotidiano.com

TURISMO FIANDRE TRENDOPOLITAN

2010 Campaigns   TRENDOPOLITAN

 Promotion of the Destination as interesting for Design and lifestyle matters

 TARGET  End Consumers Trendopolitan Profile

 TIMING  3 phase campaign  A may  B jun – jul  C oct

2010 Campaigns   TRENDOPOLITAN

 The campaign is organized with a general message and an optional extra message, that is personalized to each participating partner

 MEDIA  End Consumer Lifestyle Press

– GQ and/or Vanity Fair and/or Wired  End Consumer Travel Press

– Conde Nast Traveller  National radio

– Radiopopolare network and/or RMC and/or Radio24

TURISMO FIANDRE PRESS

2010 PRESS   TOURIST OFFICE

 Transmit interesting information  Plan with media the issues  Is neutral

  MEDIA  Sell content to public  Sell public to advertisers

  JOURNALIST  Transform the information in news  Sell the news to the media

2010 PRESS   PRESS RELEASES

 Monthly complete press release  Monthly short fresh news

 Sent to all journalist (selection by specialization)

  AD HOC PRESS TRIP  Organization of press trips

  GROUP PRESS TRIP  Related to special events  At least 1 big per year and 1 minor per year

2010 PRESS   PRESS EVENTS

 PREMIO FIANDRE  Press prize and institutional event  Yearly evening

 GET TOGHETHER  Press PR networking event  Yearly evening

TURISMO FIANDRE TRADE

2010 TRADE   TOURIST OFFICE

 PROMOTE THE DESTINATION AND SUPPORT THE TRADE FOR THEIR ACTIONS

 IS NEUTRAL

  TOUR OPERATOR  PREPARE THE PRODUCT AND DISTRIBUTE IT VIA

THE TRAVEL AGENCY

  TRAVEL AGENCY  GIVE ADVICE TO THE CLIENT  SELL THE TOUR OPERATOR PRODUCT

2010 TRADE   BIT 2010

 18-21 feb 2010

 MAIN TOURISTIC FAIR IN ITALY  3rd in Europe  150.000 visitors

(trade and public)

 150 sqm stand promoting the destination

2010 TRADE   ANTENNA AGENCIES

 INFO POINTS IN THE TRAVEL AGENCIES  Information and brochure distribution

 ONE EACH TOWN  ACTUALLY 15 POINTS IN ITALY  END 2010 30 POINTS IN ITALY

2010 TRADE   ANTENNA ROAD SHOW

 PRESENTATION OF THE DESTINATION  Organized in cooperation with the Antennas  For the clientele of the Agency

2010 TRADE   TRADE NEWSLETTER

 PRINTED NEWSLETTER SENT VIA POST  SELECTION OF 3000 TRAVEL AGENCIES AND TOUR

OPERATORS  4 TIME A YEAR

TURISMO FIANDRE LEARNING FLANDERS

2010 TRADE   LEARNING FLANDERS 2010

 Second year of the successful training-discovery Turismo-Fiandre format.

 The format will not change in his fundamental principles, will be improved following the first year feedback and experience

 Always targeted to the Tour Operators and to the Travel Agencies and always produced with the cooperation of partners

 Details will follow

2010 TRADE   LEARNING FLANDERS 2010

 ANTWERP Visit of the destination, technical training and professional training

 TOUR OPERATOR SALES – MARCH

 TOUR OPERATOR PRODUCT DPT – MAY – Hosting city to be defined

 TRAVEL AGENCIES SALES –  SEPTEMBER