A Digital Strategy for Destination Europe Valeria Croce Head of Research & Development Zadar, 23 rd October 2013
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1 A Digital Strategy for Destination Europe 2020 Valeria Croce Head of Research & Development Zadar, 23 rd October 2013
2 The European Travel Commission (ETC) Work together to build the value of tourism to all the beautiful and diverse countries of Europe through cooperating in areas of sharing best practices, market intelligence and promotion". ETC is an international non profit-making organisation based in Brussels. ETC is responsible for the promotion of Europe as a tourist destination. It represents 33 National Tourist Organisations (NTOs) in Europe. ETC undertakes three basic activities: marketing, research and advocacy.
3 Destination Europe 2020 A joint initiative of the European Commission and the European Travel Commission A programme of activities to enhance the promotion and visibility of Europe and its destinations in key extra-european markets October 2012 February 2014 (18 months) Budget: 1.3 mn Define a strategy for Destination Europe, which Responds to shifting patterns in tourism flows, especially in long-haul markets Draws from extensive research in key markets Engages all relevant stakeholders in a consumer-oriented consultation process, in Europe and key markets Foresees short and medium term marketing activities In the longer term, reposition Europe s brand
4 Strategy Building Process Support actions Build trustworthiness, gain relevant insight, monitor trends Tactical actions Generate visibility, create awareness, stimulate travel, engage visitors Industry consultation e-marketing activities PR & Communication Research Destination Europe 2020 Long Term Strategy 12 February 2014, Brussels
5 Tactical actions E-marketing activities Euroshorts Video Campaign My Passport 2 Europe Trip Inspirer App China Blogger Campaign PR and Communication activities
6 Target audience Emerging markets Established markets USA Canada 30-40, affluent, well-educated, multilingual 25-45, young, professionals, higher income group Consumer - b2c 18-30, FIT, first-time travellers 55-70, Baby-boomers Trade - b2b NTOs, Tour Operators, Travel Agencies, Airlines
7 Euro-Shorts Video Campaign Objective: Create a new inspirational short film to promote Europe and generate buzz on social media Activity: Competition for European young filmmakers drawing more than 120 valid entries from 24 countries Partners: Eurail / Screen South Winner Roll the Dice by Benoit Detalle & Marija Jacimovic, Serbia Travel & Production in July & August Launch of the final cut film at WTM London
8 VIDEO
9
10 Passport 2 Europe - Online Campaign Objective: Inspire SoMe users to visit Europe by giving them a chance to create and win their European dream vacation Target: year old in Brazil (Sao Paulo), Canada (Toronto), USA (NY) Channels: standalone website, Facebook and Pinterest Awarded company: Most Wanted Partners: Orbitz, Eurail Running: August 2013
11 Passport 2 Europe - KPIs 7074 total visits 288 visits/day (average)
12 Passport 2 Europe - KPIs Visits from almost all over the world (111 countries) Visits amongst potential markets
13 Passport 2 Europe - KPIs 24,534 total daily impressions 4,856 daily organic reach 5,003 daily paid reach 666 daily viral reach
14
15 Trip Inspirer App Objective: Create an interactive tool to inspire customers to plan a trip to European destinations Pilot project for ipad and HTML5 mobile devices Target market: USA Developed by Amadeus for ETC Partners: edreams (pilot campaign) / RailEurope Timeline: Soft launch Beta Version in USA (November 13) Deployment in Canada, Brazil, Chile, Argentina (December 13) Official launch (February 14)
16 China Blogger Campaign Objective: Inspire potential Chinese tourists to visit Europe through videos and user generated content 5 popular Chinese travel blogger will tour 5 different European itineraries creating a video travel diary: Itinerary Blogger Spain, Portugal, Italy, Malta Poland, Czech Republic, Slovakia, Hungary, Austria Slovenia, Croatia, Montenegro, Serbia, Romania, Bulgaria Germany, Belgium, Denmark, Norway, Sweden Finland, Estonia, Latvia, Lithuania Yi Fu Jia Yunfeng Zhang Jinpeng Han Han Mei Li Target group: Young Chinese travellers In partnership with Eurail Fall 2013
17 Other PR & Communication Activities VisitEurope Social Media Channels (Apr 13 - Oct 13) USA & Canada: Europe (visiteurope.com) Fans (+37%) Brazil: Europa Já Fans Followers 242 Followers Visiteurope Views (+23,8%) Visiteurope.com Followers (+480%) Visiteurope.com Photosteam Views (+37,3%) European Travel Commission 778 Followers
18 Next step
19 Thank you for your attention! Valeria Croce Head of Research & Development
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