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Tomas vanderplaetse Toerisme Vlaanderen
 

Tomas vanderplaetse Toerisme Vlaanderen

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Presentatie Endorsed branding strategie op Destination'13

Presentatie Endorsed branding strategie op Destination'13

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    Tomas vanderplaetse Toerisme Vlaanderen Tomas vanderplaetse Toerisme Vlaanderen Presentation Transcript

    • 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 the festival scene & stimulate conversation about Flanders
    • Target marketsUKDenmark and SwedenFranceSpainItalyThe NetherlandsAustriaGermanyChinaUSAJapanIndiaRussia
    • 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
    • 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
    • Biggest blogtrip in the world: effort
    •  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
    • 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: > 11.500.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000Some numbers
    • Flanders festival express
    • Flanders festival express
    • Flanders festival express competition 279 people entered the competition 9.666 new FB fans 13.394 stories posted by11.904 different people Potential reach of 4.8 million
    • 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 Flanders Earned media in Spain, Netherlands, Austria,Germany, Italy
    • 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