Endorsed branding Visitflanders26/04/2013Tomas Vanderplaetse @suntapes @visitflanders
Flanders?
Flanders: Art citiesBruges, Brussels, Gent, Antwerp, Leuven, Mechelen
Flanders: Belgian Beer
Flanders: Belgian Chocolate
Flanders: Cyclism & Flandriens
Flanders: Fashion
Flanders Fields & Ypres
Endorsed branding
Passionate communities
Different niche communities
Flanders is a festival!
#fiaf12
Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience th...
Target marketsUKDenmark and SwedenFranceSpainItalyThe NetherlandsAustriaGermanyChinaUSAJapanIndiaRussia
Biggest blogtrip in the world 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media ...
Selection ‘key influencers’ based on: Online reach and audience Used networks (Twitter, Instagram, Blog,Facebook, mix, …...
Biggest blogtrip in the world: effort
 Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspirat...
http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
 Number of written blogposts: 257 (so far) Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.00...
Flanders festival express
Flanders festival express
Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by11.9...
Flanders is a Festival@fiafexpressFlanders festival express
Flanders festival express Engagement on the page is 2.96%: 3 times theaverage interaction on facebook. Ambassadors for F...
Cycling in Flanders
www.cycling-in-flanders.com
Goal Cycling project:- Increase awareness of Flanders as an international cyclingdestination
- Movement rather than campaign (long term)- More focus on content to reach bloggers/keyinfluencers
Thank you!Tomas Vanderplaetse @suntapes
Tomas vanderplaetse Toerisme Vlaanderen
Tomas vanderplaetse Toerisme Vlaanderen
Tomas vanderplaetse Toerisme Vlaanderen
Tomas vanderplaetse Toerisme Vlaanderen
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Tomas vanderplaetse Toerisme Vlaanderen

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Tomas vanderplaetse Toerisme Vlaanderen

  1. 1. Endorsed branding Visitflanders26/04/2013Tomas Vanderplaetse @suntapes @visitflanders
  2. 2. Flanders?
  3. 3. Flanders: Art citiesBruges, Brussels, Gent, Antwerp, Leuven, Mechelen
  4. 4. Flanders: Belgian Beer
  5. 5. Flanders: Belgian Chocolate
  6. 6. Flanders: Cyclism & Flandriens
  7. 7. Flanders: Fashion
  8. 8. Flanders Fields & Ypres
  9. 9. Endorsed branding
  10. 10. Passionate communities
  11. 11. Different niche communities
  12. 12. Flanders is a festival!
  13. 13. #fiaf12
  14. 14. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience the festival scene & stimulate conversation about Flanders
  15. 15. Target marketsUKDenmark and SwedenFranceSpainItalyThe NetherlandsAustriaGermanyChinaUSAJapanIndiaRussia
  16. 16. Biggest blogtrip in the world 100 Bloggers from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience +touristic tips
  17. 17. Selection ‘key influencers’ based on: Online reach and audience Used networks (Twitter, Instagram, Blog,Facebook, mix, …) Match #fiaf12 Personality & passion Location and languageBiggest blogtrip in the world
  18. 18. Biggest blogtrip in the world: effort
  19. 19.  Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers ‘Ambassadors’ for FlandersBiggest blogtrip in the world: return
  20. 20. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  21. 21.  Number of written blogposts: 257 (so far) Number of unique visitors: > 7.500.000 Total reach of blogposts: > 11.500.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000Some numbers
  22. 22. Flanders festival express
  23. 23. Flanders festival express
  24. 24. Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by11.904 different people Potential reach of 4.8 million
  25. 25. Flanders is a Festival@fiafexpressFlanders festival express
  26. 26. Flanders festival express Engagement on the page is 2.96%: 3 times theaverage interaction on facebook. Ambassadors for Flanders Earned media in Spain, Netherlands, Austria,Germany, Italy
  27. 27. Cycling in Flanders
  28. 28. www.cycling-in-flanders.com
  29. 29. Goal Cycling project:- Increase awareness of Flanders as an international cyclingdestination
  30. 30. - Movement rather than campaign (long term)- More focus on content to reach bloggers/keyinfluencers
  31. 31. Thank you!Tomas Vanderplaetse @suntapes

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