Glob Com 2006 Team 06


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Glob Com 2006 Team 06

  1. 1. “ Rediscover Germany” Global Communication 2006: PR for Germany Concept of Team 6 an global case study
  2. 2. Index <ul><li>1. Introduction </li></ul><ul><ul><li>The task </li></ul></ul><ul><ul><li>The client </li></ul></ul><ul><li>2. Germany in short </li></ul><ul><li>3. SWOT: Germany as tourism destination </li></ul><ul><li>4. Goals </li></ul><ul><li>5. Stakeholder </li></ul><ul><li>6. Global strategy </li></ul>
  3. 3. Index <ul><li>7. Sponsors </li></ul><ul><li>8. Global tactic </li></ul><ul><li>9. Shedule </li></ul><ul><li>10. Evaluation </li></ul><ul><li>11. Budget </li></ul><ul><li>12. Country Strategies </li></ul><ul><li>12.1 Spain </li></ul><ul><li>12.2 South Africa </li></ul><ul><li>12.3 Italy </li></ul><ul><li>12.4 India </li></ul><ul><li>12. 5 USA </li></ul><ul><li>12.6 UAE </li></ul>
  4. 4. 1. Introduction <ul><li>Background of the task </li></ul><ul><li>The development and execution of a long-term global and strategic PR campaign. Germany is well known in most countries but this campaign will focus primarily on increasing the awareness of the country as a tourist destination . </li></ul><ul><li>The interest will be mainly concentrate on 6 countries namely: Spain, South Africa, Italy, UAE, USA and India . </li></ul>
  5. 5. 1. Introduction <ul><li>The Client: </li></ul><ul><li>„ Promote Germany” </li></ul><ul><li>Composed of governmental institutions, tourist boards,chambers of commerce, industry and cultural institutions and various media companies. </li></ul><ul><li>For this case study the client is </li></ul><ul><li>represented by Birgit Brünger, foreign office, </li></ul><ul><li>Germany. </li></ul>
  6. 6. 1. Introduction <ul><li>Expectations of Client (Results) </li></ul><ul><ul><li>The awareness of Germany‘s natural beauty, culural heritage, modern culture and beautiful/exciting cities should have been increased </li></ul></ul><ul><ul><li>The vacation days of young people age 20-35 spent in the Germany should have increased </li></ul></ul><ul><ul><li>The tourists in the age group 40- plus should be spending more money per day and person in Germany </li></ul></ul><ul><ul><li>Due to the federal system in Germany the client explicity demands an increase in the number of vacation days spent in Germany in at least 5 different federal states (“Länder”) </li></ul></ul>
  7. 7. 2. Germany <ul><li>Introduction </li></ul><ul><li>Capital: Berlin </li></ul><ul><li>Federal Republic </li></ul><ul><li>President: Horst Köhler </li></ul><ul><li>Chancellor: Angela Merkel </li></ul><ul><li>Population: 82,6 million people </li></ul><ul><li>The German population is characterized as open-minded , modern and tolerant </li></ul><ul><li>Germany has a wealth of dialects – the dialect and accent indicate where a person comes from </li></ul><ul><li>16 federal states </li></ul><ul><li>Germany provides the diversity of an entire continent in one country </li></ul><ul><li>Germany has: 90 cities, 14 000 towns & villages, 2 seas, 11 mountains, 25 mountain ranges, 4 rivers, 5 lakes, 13 wine-growing areas, 345 000 clubs for sports, 32 UNESCO World Heritage sites </li></ul><ul><li>By train it takes 11 hours to travel from Flensburg in the North to Garmisch-Partenkirchen in the South </li></ul>
  8. 8. 2. Germany <ul><li>Tourism destination for an overview: </li></ul>
  9. 9. 2. Germany <ul><li>Tourism destination: </li></ul>
  10. 10. 2. Germany <ul><li>Tourism destination: </li></ul>The ranking of Germany is good, but there is a lot to do in sector: tourism and culture
  11. 11. <ul><li>Natural Landscapes: </li></ul><ul><ul><li>Snow capped Alpes in the South to the Mudflats on the coast </li></ul></ul><ul><ul><li>Largest sleeping Schild-vulcano in Europe, Forests: eg Schwarzwald, Bayerischer Wald, Lakes: eg Chiemsee, Müritz </li></ul></ul><ul><li>Varied climate: </li></ul><ul><ul><li>4 seasons: spring, summer, autumn, winter - </li></ul></ul><ul><ul><li>inconsistent weather patterns across the country. </li></ul></ul><ul><li>MEZ: moderately temperature: </li></ul><ul><ul><li>winter : normally 1.5 – minus 6 degrees Celsius in landscape </li></ul></ul><ul><ul><li>colder too </li></ul></ul><ul><ul><li>summer the average is around 18 -20 degrees Celsius </li></ul></ul><ul><ul><li>Exceptions are the Upper Rhine: very mild climate, Upper Bavaria with its intermittently occurring warm Alpine wind from the south (Föhn) and the Harz Mountains’ special microclimate with its cold winds, cool summers and heavy winter snows.  </li></ul></ul><ul><li>Various offers: </li></ul><ul><ul><li>Scenic routes: </li></ul></ul><ul><ul><li>Romantic route, castle route, wine route, </li></ul></ul><ul><ul><li>the oldest route1927: German Alpine Route </li></ul></ul><ul><ul><li>the youngest: German Motorbike Tour) </li></ul></ul><ul><ul><li>93 nature parks and 27 world heritages. </li></ul></ul>3. SWOT STRENGHTS
  12. 12. <ul><li>Different adventures to enjoy and attempt : </li></ul><ul><ul><li>Sport -walking (70 000 miles of marked hiking trails), skating, cycling, riding, canoeing, hiking, paragliding, flying, extreme sports </li></ul></ul><ul><ul><li>Culture -museums, exhibition, collections, theatre. </li></ul></ul><ul><ul><li>Wellness -spa/therapeutic bath, nording walking routes, health resorts like Bad Staffelstein </li></ul></ul><ul><ul><li>Leisure -adventure parks, game parks, cinemas, open air festivals </li></ul></ul><ul><ul><li>History- castles (e.g. Wartburg), chateaus (Neu Schwanstein) reached back in the first centuries – fairytale land. </li></ul></ul><ul><li>Country of High Standards: </li></ul><ul><ul><li>Germans are willing to speak foreign languages, English and </li></ul></ul><ul><ul><li>French is average for tourism, other languages too (e.g. cityguides). </li></ul></ul><ul><ul><li>Health standards are high – few diseases. </li></ul></ul><ul><ul><li>Travel is safe within the country; peaceful and safe travelling and </li></ul></ul><ul><ul><li>Staying (woman, single travellers, groups) </li></ul></ul><ul><ul><li>Inexpensive public transport and world class travel system </li></ul></ul>3. SWOT STRENGHTS
  13. 13. <ul><li>Tourism: </li></ul><ul><ul><li>Low percentage of incoming tourism: 82% domestic tourism and only 18% incoming tourism </li></ul></ul><ul><ul><li>no packages for cycling or paddling through Germany for foreign tourists </li></ul></ul><ul><ul><li>The most densely-populated country in Europe (82.6 million people) </li></ul></ul><ul><ul><li>The population is unevenly distributed </li></ul></ul><ul><li>Politics: </li></ul><ul><ul><li>Germany is divided into 16 Federal states – each responsible for the government of its own affairs, tourism often worked local, network is dense </li></ul></ul>WEAKNESS 3. SWOT
  14. 14. <ul><li>Multiculturalism country </li></ul><ul><li>German is a low cost destination in Europe: to compare the prices with other european countries: German hotels are at rang 22 (after Poland rang 20 and Ungaria rang 21) </li></ul><ul><li>Role- model concerning renewable energy and preserving of nature </li></ul><ul><li>Football is the most popular sport in Germany – opportunity to attract other countries during FIFA. </li></ul><ul><li>Peacefull situation intern and extern, international friendship </li></ul><ul><li>Different possibilities to stay in Germany: </li></ul><ul><ul><li>Hotels: class till*****, formule1/etap – Luxury hotels. </li></ul></ul><ul><ul><li>Pension: room or flat offered by private persons often on countryside- budget hotels. </li></ul></ul><ul><ul><li>Farm holidays </li></ul></ul><ul><ul><li>Outside-campsites </li></ul></ul><ul><ul><li>More than 600 Youth hostels (international partnerships e.g. www. hihostels .com   ) – most include continental breakfast. </li></ul></ul><ul><ul><li>Offers with full board, half-board, only sleeping –budget accommodation. </li></ul></ul>OPPORTUNITY 3. SWOT
  15. 15. <ul><li>Germany only linked with football cause FIFA. </li></ul><ul><li>Often Germany is seen in the light of the holocaust and Nazis; not as beautiful holiday destination and the attacks of stranger strenght this image </li></ul><ul><li>High level of Bureaucracy (Federal states and towns) </li></ul><ul><li>Image is tanted in many countries </li></ul>THREATS 3. SWOT
  16. 16. <ul><li>Germany is a country with various possibilities to spend holidays but not recognized much from foreign tourism. </li></ul><ul><li>The federal state with the most incoming tourism is Bavaria, Bremen with the fewest </li></ul><ul><li>Our questionaire in all countries shows a different image of Germany, some (traditonall) aspects are known everywhere: </li></ul><ul><li>What is in your brain hearing Germany? </li></ul><ul><li>„ Beer, beer, beer, beer, wine, wine, wine, wine and a few apples.“ </li></ul><ul><li>„ The pictures in my head include classical cathedrals, lots of space, </li></ul><ul><li>German dark pubs“ </li></ul><ul><li>„ &quot;Ich liebe dich&quot;, rivers running trhough Berlin, grasslands, narrow streets, octoberfest, the forests, Black forest cake .“ </li></ul>RESULT 3. SWOT
  17. 17. 4. GOALS In general Short term: To generate the attention and interest in Germany Near Future: To create a sense of knowledge and awareness about Germany, promotion of Germany as beautiful destination, encouraging target group to spent their next holiday in Germany Long term: Excessive booking of vacation trips to Germany and help create the perception that Germany is a destination that has so much to offer and can be visited time and time
  18. 18. COMMUNICTION OBJECTIVES DERIVED FROM GOAL 1 Output Objectives To develop an carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries. Information Objectives To increase the knowledge and appreciation of individuals for what Germany as a country has to offer, primarily carried out by information session, activities and actual experiencing of Germany Attitudinal Objectives To reinforce a or reestablish a favorable attitude of inbound tourists towards Germany, who in return will favorably promote Germany to others. Behavioral Objectives Consistently treat all stakeholders wit respect and always be helpful in providing and information they may require or help with any problems or queries they may have. <ul><ul><li>GOAL 1: To Create an awareness of Germany‘s natural beauty, cultural heritage, modern culture and beautiful/exciting cities. </li></ul></ul>
  19. 19. COMMUNICTION OBJECTIVES DERIVED FROM GOAL 2 Output Objectives To develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries. Information Objectives To increase the awareness and interest in Germany and all relevant aspects pertaining to Germany especially all the things you can do and places you can visit. Attitudinal Objectives To establish a favorable attitude towards the vastness of Germany and the numerous things you can see, do and experience Behavioral Objectives To ensure that all individuals within Promote Germany and various partners are regularly trained and updated with information on Germany. They automatically and politely can provide answers or advise tourists on Germany Goal 2: To increase the amount of vacation days of young people age 20-35 spent in the Germany
  20. 20. COMMUNICTION OBJECTIVES DERIVED FROM GOAL 3 Output Objectives To develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries. Information Objectives By outsourcing the advertising component of the strategy to a top German advertising agency and highlighting shopping and other area like activities. Attitudinal Objectives To establish a favorable attitude towards Germanys trading environment. Goal 3 : The tourists in the age group 40 - plus should be spending more money per day and person in Germany
  21. 21. 5. STAKEHOLDERS <ul><li>Direct: Potential tourists in two primary age groups from Specific Targeted Countries </li></ul><ul><ul><ul><li>Young people between the ages of 20-35 </li></ul></ul></ul><ul><ul><ul><li>People aged of 40+ </li></ul></ul></ul><ul><li>Indirect: The national and international media and General people in the Tourist Industry </li></ul><ul><li>Other: Including Government, Sponsors, Partners, tourist industries, General Public, Promote Germany Employees (Both nationally and internationally) </li></ul>Specific Targeted Countries Promote Germany Employees General Public within Germany Tourist industries Governments Partners & Sponsors People aged 40 + Young People aged 20-35 International Media National Media PROMOTE GERMANY
  22. 22. <ul><li>Vision Statement </li></ul><ul><li>To achieve measurable results and real definable benefits for the German tourist industry. </li></ul>6. GLOBAL STRATEGY
  23. 23. <ul><li>Mission Statement </li></ul><ul><li>To facilitate in the growth of inbound tourism through efficient and effective research and driven strategic implementation. </li></ul>6. GLOBAL STRATEGY
  24. 24. values <ul><li>The Theme for this strategy is to highlight Germany’s assets by focusing on three primary values namely: </li></ul><ul><ul><li>Nature </li></ul></ul><ul><ul><li>History </li></ul></ul><ul><ul><li>Fun </li></ul></ul><ul><li>These 3 aspects are seen as separate units which function on their own and influence each other as a whole. By focusing one or all of these 3 areas a coherant picture will be created in all strategies. </li></ul><ul><li>SLOGAN: Rediscover Germany: A land of Cultural and Natural Wonders </li></ul><ul><li>CENTRAL MESSAGE: Germany the Multi-Faceted kaleidoscope </li></ul><ul><li>TARGET MESSAGES FOR SPECIFIC COUNTRIES: Each country has an individual strategy but some countries felt that a message on top of the central message was not necessary. </li></ul>GERMANY: NOT JUST FOOTBALL AND BEER - BUT RATHER THE HEART OF EUROPE. 6. GLOBAL STRATEGY
  25. 25. <ul><li>Offers visitors a extensive variety of attractions and sites - from the stark Baltic Sea coastline to the Bavarian Alps , the chocolate-box Gothic castles of Bavaria to its endless picturesque towns. </li></ul><ul><li>It appears that there are people worldwide who are not aware of this aspect of Germany. Perhaps this is because the perception of an industrial and rich country is not associated with nature. </li></ul><ul><li>Nature means although sport </li></ul>Nature 6. GLOBAL STRATEGY
  26. 26. <ul><li>Highlights Areas pertaining to literature, knowledge, special location just in the middle of Europe, Museums, the Berlin Wall, the unique wine routes. The History of our country links the landscape the cities and the villages creating a exclusive setting. </li></ul><ul><li>In Germany there are testimonies about the country’s history: For example Roman influence has played a role in creating this nation...then in middle age we can mention the Hildebrandslied or people with the names like Walther von der Vogelweide to Luther and Karl der Große, then in the reconnaissance think of Kant </li></ul><ul><li>Just walking through some streets of Berlin you can conceptualise that something important happened along time ago. </li></ul><ul><li>We feel that without visiting Germany on a European tour your visit would not be complete. Therefore Germany has to appear as a central destination for tourists that want to come to Europe. </li></ul>6. GLOBAL STRATEGY History
  27. 27. <ul><li>Refers to modern experiences like Carnivals in Cologne or the Oktober Fest in Munich. Having said this is also represents a pleasant weekend by biking experience with the whole family or even eating a frankfurter whilst walking through Munich. </li></ul><ul><li>Germany is not as serious as people think: Think about Playmobil-parc, Toys-museum, Steiff-teddy </li></ul><ul><li>There are no laws which forbid smoking or drinking in public: you are therefore really free to relax in Germany </li></ul><ul><li>As stated there are several things to experience with regards to Fun, we will focus on our young target audience, highlighting that it’s possible to go to Germany with a couple of friends for a week and visit places like museums but still have fun with the people, food, drink and clubs. </li></ul>Fun 6. GLOBAL STRATEGY
  28. 28. <ul><li>...So rediscover an antique Land whose history begins in the </li></ul><ul><li>early Middle Ages with the Holy Roman Empire and </li></ul><ul><li>Charlemagne and whose landscapes gave the inspiration for </li></ul><ul><li>legends…. The Nation has changed today into a competitive </li></ul><ul><li>country with an high tourist potential that satisfies the needs of </li></ul><ul><li>people who want to enjoy the cultural aspect of the country and </li></ul><ul><li>for the young people who want to spend a week in the </li></ul><ul><li>mountains or in a sea town. </li></ul>6. GLOBAL STRATEGY
  29. 29. <ul><li>Promote Germany in its whole services and inputs in </li></ul><ul><li>this three concepts under one umbrella: </li></ul><ul><li>CULTURE as the umbrella that takes into account all the aspects that Germany can offer to the tourists: </li></ul><ul><li>Germany is presented in three concepts which have several relations between them and are the base of each action: gobal and per country. Every concept is part of that what our analysis shows what tourists in each country are interested in. </li></ul><ul><li>You can create different action and offers in coherence with this idea and you can focus only one aspect for one target group in addition to every country culture and to a saisonal offer too. </li></ul><ul><li>For the 3 years and following years you have a never ending number of possible action </li></ul><ul><li>It is possible to implement later in each other country too.... </li></ul>6. GLOBAL STRATEGY Implementation approch
  30. 30. <ul><li>...Because to implement this idea we thought in two ways: </li></ul><ul><li>One way takes the most global approach </li></ul><ul><li>The other way the most individual situation of each country </li></ul><ul><li>a global project with different local strategies and tactics but always under the same cultural umbrella </li></ul><ul><li>Therefor global actions in Germany and each country co-ordinated by Germany and different country actions by each country co-ordinated by the country </li></ul><ul><li>The global actions generate interest to the campaign and Germany and more partner </li></ul><ul><li>the country actions generate a personal connection to Germany more deeper </li></ul><ul><li>All is coherent to Nature, Fun and History and generate appetize to come to Germany </li></ul>6. GLOBAL STRATEGY Implementation approch
  31. 31. <ul><li>For promote Germany we focuss in 5 areas: </li></ul><ul><li>Hessen, Thüringia, Nordrhein-Westfalen, Niedersachsen, Bremen, Rheinland-Pfalz </li></ul><ul><li>This are not the federal states which are visited mostly, Thuringia as cadrel of German cultur has a small incomming tourism, but that are the ones which all </li></ul><ul><li>present Nature, Fun, History </li></ul><ul><li>present a different view on Germany behind football and beer: </li></ul><ul><li>present big and small towns, countryside (mountains-seaside), handcraft, art.... </li></ul>6. GLOBAL STRATEGY Implementation approch
  32. 32. 7. SPONSORS & PARTNERS <ul><li>Partnerships within Germany </li></ul><ul><li>Within Germany there is an association of tourist companies - DZT </li></ul><ul><li>Through communication we will involve them as our partners. </li></ul><ul><li>With the help of Gov’t support – we will involve bothe public and private institutions in the 3 year strategy. </li></ul><ul><li>Create the most effective team of tourist specialists to get as many ideas as possible from professionals that are already in the tourist industry. </li></ul><ul><li>In Other Countries </li></ul><ul><li>Will be highlighed within each countries strategy </li></ul><ul><li>Sponsors Within Germany: </li></ul><ul><li>Verband deutscher Naturparke e.V. </li></ul><ul><li>World Heritage Fund Germany, </li></ul><ul><li>Funparks Germany – since they represent the concepts of Fun </li></ul><ul><li>Main media partner CNN international, deutsche Welle, spiegel online german/english </li></ul><ul><li>Airline co-operation: Lufthansa </li></ul><ul><li>Tour operator-wine festival: TUI </li></ul><ul><li>Coach liners </li></ul><ul><li>Various Hotels </li></ul>
  33. 33. <ul><li>Imagine a scale: </li></ul><ul><li>Actions mainly for direct target group </li></ul><ul><li>Young people old people </li></ul><ul><ul><ul><li> German week weekend </li></ul></ul></ul><ul><ul><ul><li>Cook battle </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li> Image film </li></ul></ul></ul><ul><ul><ul><li> magazine </li></ul></ul></ul><ul><ul><ul><li> plakats </li></ul></ul></ul><ul><li>Actions mainly for indirect target group </li></ul><ul><li>German tour </li></ul><ul><li>Wine festival </li></ul>8. GLOBAL TACTIC
  34. 34. 8. GLOBAL TACTIC <ul><li>An international wine festival with an included competition that lets the winner go home with “The best international wine” award, can be held at Germany in the first year. </li></ul><ul><li>It must be publicised through print media and through the campaign ads to invite respective countries. </li></ul><ul><li>As another event on the first wine festival, all countries judge which German wine is the best and in the 2nd year these wines come to another country in which the same festival will be held and still sponsored in part, by Germany. </li></ul><ul><li>In order to not leave UAE out, a special offer can be made to them, to attend the festivities and be a part of it. The tourism minister of UAE can be one of the chief guests. </li></ul><ul><li>This can go on in different countries from year 3 and so on with Germany being a major sponsor each time. </li></ul>8.1 The international wine festival
  35. 35. <ul><li>Target Group and Arguments </li></ul><ul><li>The age group here ranges from 30 years, right up to 60+ including those who are true connoisseurs of wine. It can help to position Germany as a friendly country wanting to share its culture with the world. </li></ul>8.1 The international wine festival
  36. 36. <ul><li>Effect </li></ul><ul><li>Bringing cultures together with a wine festival as the base can make tourists and those participating exposed to this rich culture. </li></ul><ul><li>The presence of journalists can enhance the awareness Germany with respective national media and encourage them to write about Germany. </li></ul><ul><li>Aggressive marketing through the television, print media and internet will have vast reach and greater recall and association of Germany as a fun place to be and as a wine country. </li></ul><ul><li>TIME: </li></ul><ul><li>Between August and Octobre every year. </li></ul>8.1 The international wine festival
  37. 37. <ul><li>Communication agency: </li></ul><ul><li>One agency for contact and work with media international and national </li></ul><ul><li>Located in Frankfurt and Berlin, small offices in each Fifa city during Fifa </li></ul><ul><li>The developement of a Communication agency known as Uncover Germany , in order to communicate throughout our strategy with journalists from around the world. </li></ul><ul><li>First Task </li></ul><ul><li>To develope a communication startegy focasing on the World Cup. </li></ul><ul><li>Messages and ideas will address two primary sets of journalists. </li></ul><ul><ul><ul><li>Sport Journalists </li></ul></ul></ul><ul><ul><ul><ul><li>These professional media representitives will be focused primarily on their nations team for the duration of the World Cup. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Therefore we will ensure, that we are in contact with these media represntitives, there will be various excursions to places of interest within Germany ( Places will be in close proximity to where Media representitives are situated) and entrance into these places will be free of charge to this Stakeholder group. They will gain access through the use of vouchers . </li></ul></ul></ul></ul><ul><ul><ul><li>Journalists reporting of aspects of Culture, social events, tourism </li></ul></ul></ul><ul><li>Why Utilize FIFA ? </li></ul><ul><li>The Attention and Interest in Germany as a country, will generally be high </li></ul><ul><li>It’s important to highlight that Germany is not just about football, and that in fact it has many other offerings. </li></ul><ul><li>FIFA will act as a catalysts in obtaining peoples attention and Interest in Germany. </li></ul>8. GLOBAL TACTIC 8.2 media strategy
  38. 38. <ul><li>Action </li></ul><ul><ul><li>The promotion of places or events, where football players can go to inorder to have a little bit of fun and relax between matches. </li></ul></ul><ul><ul><li>Journalists with the consent of the players will recieve passes into these places of interests creating the opportunity for players to be interviewed regarding topics and issues about the football. </li></ul></ul><ul><ul><li>Offer exclusive excursions to different Towns, Cities and Regions within Germany </li></ul></ul><ul><ul><li>The strategy is supported by important individuals from Germany they have agreed to have interviews with the Media as long as the information regards questions pertaining to Germany </li></ul></ul><ul><ul><li>The highlighting and opportunities to attend key events that will be happening around Germany during the World Cup. </li></ul></ul>8.2 media strategy
  39. 39. HOW TO PROMOTE OUR STRATEGY INTO GERMANY ? 8.2 media strategy for media in Germany
  40. 40. Action 1 (I/II) <ul><li>We will present our campaign in the most important international tourism fairs in Germany like the ITB (Berlin) or GMT (Düsseldorf). </li></ul><ul><li>The DZT (German National Tourism Board) will be our partnership there. </li></ul><ul><li>It has to be seen as the approach of the German Government to promote a private sector that it’s important for them: the tourist sector. </li></ul>8.2 media strategy
  41. 41. <ul><li>An individual stand in near of other German stands to show our global vision of campaign </li></ul><ul><li>It will be an interesting place to make contacts and business with the public sector </li></ul><ul><li>Tourism media will be there and we have for us our Press Agency in order to inform them about our thoughts. </li></ul><ul><li>Interviews (allthough with important representatives from each country and experts for the campaign), reports and other media actions can be done there. And a generell press service to inform mass media. </li></ul><ul><li>So we reach the qualified visitors and normal visitors from Germany and international and with help from media the German public is informed. </li></ul>Action 1 (II/II) 8.2 media strategy
  42. 42. <ul><li>The week before the first fair we have to present the results from actuall evaluation to the media </li></ul><ul><li>The German Tourism Department will be the place to do it and all the media will be invited to be present </li></ul><ul><li>To make appetize to join us at the fair and learn more about the current action: Have the image film at beginning and “global buffet” at the end: from each participating country one speciality is offered to eat. </li></ul>Action 2 (I/II) 8.2 media strategy
  43. 43. Action 2 (II/II) <ul><li>Our audience, will be the Germans in general. </li></ul><ul><li>We want to show them that our country needs to increase the number of tourist </li></ul><ul><li>The message can be “Be German, Promote Germany” </li></ul><ul><li>By saying that each citizen should be proud of being German and that now is the moment to show the World that they have a lot to offer to them can encourage population to feel the strategy as them strategy </li></ul><ul><li>Relationship for this with Merian, travel magazine and ADAC travel magazine; for example in a serie: each participating country is introduced for german reader </li></ul>8.2 media strategy
  44. 44. Aim One: Ensure that all guests invited to the launch tour have received their invitations and that at least 90% of all guests have R.S.V.P 5 weeks prior to the tour. (By the 4th of June). All guests have been informed briefly about the strategy, received their invitations to the launch tour and been in constant contact with the organisers. They are aware of why they have been invited and what role they have to play. Aim Two: To create an awareness, understanding and excitement for the strategy by introducing and the media and the rest of the world to the idea of Rediscover Germany. By creating awareness prior to the launch week, individuals will be more interested in the tour and the actual campaign. 8.3 German-weekend
  45. 45. <ul><li>The action which official starts the campaign </li></ul><ul><li>FIFA will create interest and excitement about Germany we will utilise these associations and vibe created by the world cup for our strategy. </li></ul><ul><li>Last 2 weeks of FIFA advertisements - sponsored by various German companies and the German tourist industry will be played during the half time breaks of the final football games . </li></ul><ul><li>Highlight various aspects of Germany - End with statements DISCOVER THIS COUNTRY FOR YOURSELF or TRULY EXPERIECE THIS LIFESTYLE AND WAY OF LIFE .........A black screen will appear with white writing just stating the date of 7th July and the time of 15h00. </li></ul><ul><li>Adverts will leave the viewer with wonder and excitement about Germany but the viewers from around the world will still not know the true reasons for these adverts. </li></ul><ul><li>Before the 7th of July media representatives will be invited to a press conference held at (Astrium Hotel). </li></ul><ul><li>Then at 15h00 we will briefly explain the reasons for the advertisements and the launch tour that will take place on the 22 July . </li></ul>8.3 Introduction to the world <ul><li>Explained that features can be viewed on a primary TV Channels and on the news in each of the 6 countries sort of as the new ‘reality show’ of 2006. </li></ul><ul><li>Day - Day diary </li></ul><ul><li>The interactive website for the tour will be highlighted . </li></ul><ul><li>The representatives from each country will be named . </li></ul><ul><li>There will be 6 major countries involved . </li></ul>
  46. 46. <ul><li>Day by Day Diary Entries </li></ul><ul><li>At the end of each day country representatives will write a brief diary entry of the day’s findings, information and activities. </li></ul><ul><li>These day by day entries will be viewed on the website </li></ul><ul><li>The representative from each country will send their diary entry to their country in order for it to be published in the primary news papers from each country </li></ul><ul><li>Finally an account of all 8 days will be kept on record and sent to various magazines in each country, these full diaries will be published in these magazines and accompanied with information regarding Rediscover Germany and the relevant information needed for each individual country. </li></ul><ul><li>Interactive Website - </li></ul><ul><li>General information about Germany </li></ul><ul><li>Information about all the countries involved </li></ul><ul><li>Information about the strategy </li></ul><ul><li>Profiles of all representatives from all the involved countries </li></ul><ul><li>Replays/Recordings of interviews and activities </li></ul><ul><li>Diary entries everyday </li></ul><ul><li>Website can be viewed in different languages but the videos will all be in English </li></ul><ul><li>There will be chat sessions 2 times during the tour where the representatives can have a general chat with people on the website regarding the tour. </li></ul>8.3 Introduction to the world
  47. 47. <ul><li>The New Reality of Reality </li></ul><ul><li>We will have a film crew on the tour that will film highlights of each day </li></ul><ul><li>Make contact with the main providers of news broadcast in each country and make them aware of the fact that representatives from their country will be partaking in Rediscover Germany </li></ul><ul><li>Highlights from each day will be sent to the key news broadcasters of each country </li></ul><ul><li>The highlights will broadcasted at the end of the evening news and even on the morning news of the next day. </li></ul>8.3 Introduction to the world
  48. 48. 8.3.INTRODUCTORY WEEK CAMPAIGN <ul><li>Aim One: To introduce representative individuals from each country to the natural beauty, cultural heritage and distinctiveness that Germany has to offer as a top tourist destination. </li></ul><ul><li>Aim Two: To establish relationships with key representatives from the participating countries. </li></ul><ul><li>Aim Three: The Encouragement of representatives to become ambassadors for Germany within their respective countries and to promote Germany as an exciting and up and coming tourist destination. </li></ul>
  49. 49. <ul><li>Guest list </li></ul><ul><li>The individuals who will be invited and pose as representatives from each country will consist of people: who are seen as influential in the travel sector within each country. </li></ul><ul><li>2 tourism representatives from each country (Tourist board) </li></ul><ul><li>2 government representatives (Ministers of Tourism) </li></ul><ul><li>3 Media representatives from each country (including the top tourist magazines and editors from news papers specialising in tourism) </li></ul><ul><li>3 representatives from top performing travel agencies within each country </li></ul><ul><li>10 representatives from each of the 6 countries therefore 60 guests all in all </li></ul>8.3 Introduction to the world
  50. 50. <ul><li>Invitations </li></ul><ul><li>The invitation will be delivered by hand to all representatives by the 13th May </li></ul><ul><li>The invitation will be based on a theme that focuses on important and interesting aspects of Germany </li></ul><ul><li>Two days after this the representatives have received their invitation they will receive a CD </li></ul><ul><li>This CD contains all the relevant information they will need, and an explanation regarding why their importance is seen as so vital. </li></ul><ul><li>The CD will also highlight how to gain contact with us and some of the key aspects will be explained like the fact that their trip will be sponsored and spending money is all that will be needed </li></ul><ul><li>The guests will also have the opportunity to state if there are specific places they would like to visit, and this will be taken note of. </li></ul><ul><li>In the days that follow little clues about the tour and things that are unique to Germany and it’s culture will be delivered to the individual to create excitement and interest. </li></ul>8.3 Introduction to the world
  51. 51. <ul><li>All the guests will fly into Frankfurt on the same morning - Astrium Hotel </li></ul><ul><li>All guests at 17h00, and German media will report to the conference room where they will be seated welcomed by the German chancellor Angela Merkel and President Horst Köhler </li></ul><ul><li>A short 15 minute film = Germany’s beauty and stating general information about the country </li></ul><ul><li>The Chief executive officer of ‘Promote Germany’ will then introduce the concept of Campaign and briefly explain how each country will play an important and crucial role. </li></ul><ul><li>A traditional 3 course German meal </li></ul><ul><li>Guests will be treated to band playing some of German’s greatest hits from sixties till now. </li></ul><ul><li>First gift package filled with information material and a special souvenir or gift to do with Germany </li></ul>8.3 Introduction to the world: Arrival
  52. 52. ITINERARY AND ACTIVITIES <ul><li>Meet at 7h00 </li></ul><ul><li>Federal states: Hessen, Thüringia, Nordrhein-Westfalen, Niedersachsen, Bremen, Rheinland-Pfalz </li></ul><ul><li>Information provided throughout tour on Germany = an appreciation and love for the country will emerge. </li></ul><ul><li>Guests will have to write diary entries everyday and be prepared for chat sessions with general public. </li></ul>Route that will be followed 8.3 Introduction to the world
  53. 53. <ul><li>Day 1 </li></ul><ul><li>Frankfurt: Main – Erfurt – Weimar – Eisenach – fairytale up trough Kassel, Göttingen, Hameln – Hannover </li></ul><ul><li>Stops in: </li></ul><ul><li>Erfurt: guided city tour (+/-1 hour), travel by a special train from Deustche Bahn to Weimar </li></ul><ul><li>Weimar: Goethe house and Bauhaus – exhibition, chocolate – break (+/-2 hrs.) </li></ul><ul><li>Eisenach: After short walk or drive to Wartburg, lunch at Wartburg (+/-1hour) and get information about garden gnomes (Thuringia invent them) </li></ul><ul><li>Hameln: Lecture about the famous fairy and rat catcher of Hameln and other fairys by brother Grimm. Time for film, diary writing. </li></ul><ul><li>Hannover: Sightseeing and free time (+/-2hours), get together and dinner, Diary writing experience German night-life. </li></ul><ul><li>Day 2 </li></ul><ul><li>Nature parks,Bremen, visit and meeting with the representative from foreign office and embassy : discussion </li></ul><ul><li>On the way to Bremen visit Naturepark 16 - Steinhuder Meer (+/- 2hours) and 11 - Wildeshauser Geest (+/- 2hours) </li></ul><ul><li>Bremen: Lunch with fish and presetation + discussion at Schience-center (+/-2hours) then visit Wattenmeer = Bremerhaven - Wilhelmshaven (+/-2hours) – sightseeing 2 unesco world heritages in Bremen </li></ul><ul><li>Time for diary entry and interactive interview on the website - dinner (+/-1 hour) , Experience night life. </li></ul><ul><li>Hotel: Residence </li></ul>8.3 Introduction to the world
  54. 54. <ul><li>Day 3 </li></ul><ul><li>Bremen-Teutoburger forest-Düsseldorf- Cologne </li></ul><ul><li>From Bremen down trough Teutoburger forest (+/-1hour) </li></ul><ul><li>Düsseldorf: Sightseeing an shopping boulevard (+/-2hours) lunch with chief of Quadriennale 06 and visit 1 exhibition there (+/-2 hours) </li></ul><ul><li>Köln: Sightseeing (+/-2hours) Fantasialand </li></ul><ul><li>Brühl: Adventure park, dinner there and then nightlife in Köln </li></ul><ul><li>Hotel: Hyatt </li></ul><ul><li>Day 4 </li></ul><ul><li>Bonn – Königswinter-region – Angela Merkel- Koblenz -use the Legendary Rhine-Romantic-Route: </li></ul><ul><li>Visit Bonn and Königswinter: Drachenfels -the Saga Nibelungenlied says that here Siegfried murded the dragon (+/-2hours) </li></ul><ul><li>Visit tourist sights on the way: castles, old cities; A vineyard and taste wine at Weingut Göhlen; information about activities: cycling, walking... </li></ul><ul><li>Meet Angela Merkel (chancellor) on a ship on Rhine, MSRheinEnergy which transported the pope 2005 </li></ul><ul><li>Travel to Koblenz and have dinner and fireworks </li></ul>8.3 Introduction to the world
  55. 55. <ul><li>Day 5 </li></ul><ul><li>Koblenz-Rüdesheim by ship </li></ul><ul><li>With the original paddle steamer (GOETHE) travel to Rüdesheim </li></ul><ul><li>This part of Rhine, named Oberer Mittelrhein is a world cultural heritage site since 2002 </li></ul><ul><li>You will see St. Goarshausen -> Loreley </li></ul><ul><li>The guests will have lunch and special programm there (+/-5 hours) </li></ul><ul><li>Rüdesheim: The group stayes at Lindenwirt 3 star hotel + and there is a small wine evening with the wine queen of Rüdesheim </li></ul><ul><li>Day 6 </li></ul><ul><li>Rüdesheim – Worms – Mannheim - Frankfurt </li></ul><ul><li>on the way from Rüdesheim to Mannheim: </li></ul><ul><li>Visit the nature park 55-Rhein-Taunus (+/-2 hours) </li></ul><ul><li>Visit a youth hostel and Pension (+/-1,5 hours) </li></ul><ul><li>Excursion to Worms (Nibelungenstadt) and Mannheim (+/-3 hours) </li></ul><ul><li>From Mannheim via autobahn back to Frankfurt </li></ul><ul><li>End at Cocoon club: last interviews, quiz and party </li></ul><ul><li>Stay Overnight: Astrium Hotel Frankfurt </li></ul>8.3 Introduction to the world
  56. 56. <ul><li>Final Event </li></ul><ul><li>Friday the 28 th of July </li></ul><ul><li>Cocoon club-guests not be aware of their final destination and will receive directions regarding how to get to the venue that afternoon. </li></ul><ul><li>“ Promote Germany” will hire out the whole club </li></ul><ul><li>Guests will arrive to be greeted by cocktails and finger food. </li></ul><ul><li>A quiz will be played where countries will compete - questions asked that pertain to the 6 day travels and experiences. The winning country will receive 10 vouchers for a Rhine -Tour. </li></ul><ul><li>The CEO of Promote Germany will explain that an evaluation will be had every 6 months regarding the number of people travelling to Germany from each country and +/- the amount of money that has been spent by these tourists. </li></ul><ul><li>The rest of the evening then carries on with a celebration at Cocoon Club people say their goodbyes and party the night away. </li></ul>8.3 Introduction to the world
  57. 57. <ul><li>An evaluation will be had every 6 months regarding the number of people travelling Germany from each country and +/- the amount of money that has been spent by people from each country. </li></ul><ul><li>This will determine which country has brought in the most tourists in the past 6 months. </li></ul><ul><li>The country that wins will have their representative brought back to Germany for a more relaxing tour where they can gain more knowledge and experience more things that will benefit their country. </li></ul><ul><li>This reward so to speak acts like an incentive inspiring the countries to continue with their strategies and ensuring our goals are met for the 3 years. </li></ul>8.4 Incentives
  58. 58. <ul><li>Year 1: Start campaign May/June 2006 </li></ul><ul><li>Press agency (media strategy): opening the last week of may </li></ul><ul><li>Different events beyond football from Press Agency </li></ul><ul><li>1. July - 9. July German week with cook- battle </li></ul><ul><li>22. July- 28. July German Tour as official big start (introduction to the world) </li></ul><ul><li>After 28. July the country strategies have to start </li></ul><ul><li>Octobre first issue of magazine </li></ul><ul><li>November/December: image film with deutsche Welle and CNN international to all countries </li></ul><ul><li>Advertising </li></ul>9. Shedule global tactics
  59. 59. <ul><li>Year 2: 2007 </li></ul><ul><li>German weekend in each city of each country the whole year, linked to national festivals </li></ul><ul><li>4 issues in each quartal of magazine </li></ul><ul><li>March and may: take part on tourism fairs in Germany </li></ul><ul><li>End of August 2007: the first wine festival </li></ul><ul><li>November/December: tour to „Weihnachtsmarkt“ (christmas market) </li></ul><ul><li>Advertising </li></ul><ul><li>The whole year in each country individual action </li></ul>9. Shedule global tactics
  60. 60. <ul><li>Year 3: 2008 </li></ul><ul><li>4 issues of magazine </li></ul><ul><li>January: Evaluation year 1 + 2 </li></ul><ul><li>March: German weekend is developped to a week </li></ul><ul><li>June: New tour for media </li></ul><ul><li>August: Second wine festival </li></ul><ul><li>The whole year in each country individual action </li></ul>9. Shedule global tactics
  61. 61. <ul><li>Year 4: 2009 </li></ul><ul><li>The actions „best of“ the last years continued </li></ul><ul><li>Evaluation of year 3 </li></ul><ul><li>End and new beginning: with a big wine festival in Germany for all partners, sponsors, representatives of each country and possible new countries </li></ul>9. Shedule global tactics
  62. 62. <ul><li>Every year a survey by statistical office in Germany (eg destatis) to show how the incomming tourism was developed </li></ul><ul><li>Before strategy, after the second and the last year: a survey with questions to image and knowledge about Germany in all participating countries </li></ul>10. Evaluation global
  63. 63. 10 budget global For each global action in following slides A sponsor is added to have enough money
  64. 64. Budget for the Wine Festival <ul><li>Promotion </li></ul><ul><li>Street Posters, advertising spaces, </li></ul><ul><li>radio and tv commercials: 1,500,000 € </li></ul><ul><li>Mailing </li></ul><ul><li>Postal mailing ( 3000 addresses) </li></ul><ul><li>3,900 € </li></ul><ul><li>Graphics and printing of : </li></ul><ul><li>Luncheon invitation cards/ </li></ul><ul><li>envelopes 100 € </li></ul><ul><li>Registration forms </li></ul><ul><li>Badge cards </li></ul><ul><li>Announcement 300 € </li></ul><ul><li>Head papers-envelopes 250 € </li></ul><ul><li>I nvoices </li></ul><ul><li>Abstracts 910 € </li></ul><ul><li>Proceedings 4,000 € </li></ul><ul><li>Postal delivery of proceedings 1,000 € </li></ul><ul><li>Language services: </li></ul><ul><li>5 simultaneos translators for 5 </li></ul><ul><li>days 10,000 € </li></ul><ul><li>Equipments: </li></ul><ul><li>Rental for 10 radio microphones for </li></ul><ul><li>5 days 250 € </li></ul><ul><li>Rental for 5 amplification system hall </li></ul><ul><li>for 5 days 8,000 € </li></ul><ul><li>Secretariat: </li></ul><ul><li>Contacts with Steering Commetee </li></ul><ul><li>and secretariat 500 € </li></ul><ul><li>Contacts with suppliers 500 € </li></ul>
  65. 65. Budget for the Wine Festival <ul><li>Coordination of guest </li></ul><ul><li>accomodation 200 € </li></ul><ul><li>Developments and coordination </li></ul><ul><li>of social events 200 € </li></ul><ul><li>Meeting assistance of guest </li></ul><ul><li>at airport 200 € </li></ul><ul><li>Hotel: </li></ul><ul><li>5 rooms for special guests 1,700 € </li></ul><ul><li>Coffee breaks and luncheons : </li></ul><ul><li>Wellcome dinner for </li></ul><ul><li>100 guests 2,000€ </li></ul><ul><li>Closing banquet for </li></ul><ul><li>100 guests 3,000€ </li></ul><ul><li>Lunch for 40 guests </li></ul><ul><li>for 5 days 1,100 € </li></ul>Transportation: Airport/hotel transportations 125 € Personell: 5 hostess for 5 days 5,000 € Operating expenses: Telephone 1,000 € Telefax 50 € Translations 250 € Mini bus 250 € Sundry: Photographer 5,000 € Press office 20,000 € Insurance 5,000 € Presents for special guests 1,000 € Total expence without the next slide: 1,575,685 €
  66. 66. <ul><li>Organization of stands and of the market places </li></ul><ul><li>Night-watchman service </li></ul><ul><li>Rental of public property </li></ul><ul><li>Current electricity </li></ul><ul><li>Shows and activities </li></ul><ul><li>Any other business </li></ul><ul><li>Promotional articles </li></ul><ul><li>Each stands will pay for itself </li></ul>Budget for the Wine Festival
  67. 67. Budget for the German week end <ul><li>Promotion </li></ul><ul><li>Street posters and advertising spaces 400,000€ </li></ul><ul><li>Mailing </li></ul><ul><li>Postal mailing ( 3000 addresses) 2,900 € </li></ul><ul><li>Graphics and printing of : </li></ul><ul><li>Luncheon invitation cards/envelopes 100 € </li></ul><ul><li>Registration forms </li></ul><ul><li>Badge cards </li></ul><ul><li>Announcement 300 € </li></ul><ul><li>Head papers-envelopes 250 € </li></ul><ul><li>I nvoices </li></ul><ul><li>Abstracts 910 € </li></ul><ul><li>Proceedings 2,000 € </li></ul><ul><li>Postal delivery of proceedings 700 € </li></ul><ul><li>Language services: </li></ul><ul><li>2 simultaneos translators for 3 days 2,100 € </li></ul><ul><li>Equipments: </li></ul><ul><li>Rental for 3 radio microphones for 3 days 40 € </li></ul><ul><li>Rental for 2 amplification system hall for 3 days 700 € </li></ul><ul><li>Secretariat: </li></ul><ul><li>Contacts with Steering Commetee and secretariat 500 € </li></ul><ul><li>Contacts with suppliers 500 € </li></ul><ul><li>Coordination of guest accomodation 200 € </li></ul>
  68. 68. Budget for the German week end <ul><li>Developments and coordination of </li></ul><ul><li>social events 200 € </li></ul><ul><li>Meeting assistance of guest </li></ul><ul><li>at airport 200 € </li></ul><ul><li>Hotel: </li></ul><ul><li>3 rooms for special guests 1,000 € </li></ul><ul><li>Coffee breaks and luncheons: </li></ul><ul><li>Wellcome dinner for 50 guests 1,000€ </li></ul><ul><li>Closing banquet for 50 guests 1,500€ </li></ul><ul><li>Lunch for 20 guests for 3 days 300 € </li></ul><ul><li>Transportation: </li></ul><ul><li>Airport/hotel transportations 125 € </li></ul><ul><li>Personell: </li></ul><ul><li>2 hostess for 3 days 1,000€ </li></ul><ul><li>Operating expenses: </li></ul><ul><li>Telephone 1,000 € </li></ul><ul><li>Telefax 50 € </li></ul><ul><li>Translations 250 € </li></ul><ul><li>Mini bus 250 € </li></ul><ul><li>Sundry: </li></ul><ul><li>Photographer 1,500 € </li></ul><ul><li>Press office 10,000 € </li></ul><ul><li>Insurance1,000 € </li></ul><ul><li>Total expence without the </li></ul><ul><li>Followong cost: 430,575 € </li></ul><ul><li>Organization of stands and of the </li></ul><ul><li>market places </li></ul><ul><li>Night-watchman service </li></ul><ul><li>Rental of public property </li></ul><ul><li>Current electricity </li></ul><ul><li>Shows and activities </li></ul><ul><li>Any other business </li></ul><ul><li>Promotional articles </li></ul><ul><li>Each stands will pay for itself </li></ul>
  69. 69. German week end’s stands <ul><li>Stands of biscuits: Bahlsen gmbh & co (Hannover), Georg Parlasca Keksfabrik GmbH (Burgdorf), Griesson-de Beukelaer GmbH & Co. KG (Poch) </li></ul><ul><li>Stands of milch: NORDMILCH eG (Bremen), MILEI GmbH (Leutkirch) </li></ul><ul><li>Stands of honey: Wachter AG (Schwaig), Breitsamer & Ulrich GmbH & Co. KG (M ünchen) </li></ul>
  70. 70. Wine festival Sponsor and stands <ul><li>Apollinaris & Schweppes Hamburg (drinks) </li></ul><ul><li>Volkswagen (cars) </li></ul><ul><li>Kraft Bremen (cheese, but not only!) </li></ul><ul><li>Milei Leutkirch (cheese) </li></ul><ul><li>Bischöfliche Weingüter Trier Germany (wine) </li></ul><ul><li>Hermann Joerss Hamburg (wine) </li></ul><ul><li>Fränkische Wurstspezialitäten Hans Kupfer (wurstel) Heilsbronn </li></ul><ul><li>Fleisch & Wurstwaren Kottmayr-Vogel Altdorf </li></ul><ul><li>Cma (food products) </li></ul><ul><li>Tetra pak Hochheim/Main (Wrappings paper=film) </li></ul><ul><li>Adidas Puma (sport cloths and shoes) </li></ul><ul><li>Legoland (toys) G ünzburg </li></ul><ul><li>Playmobil (theme park) Nurnberg </li></ul><ul><li>Garden gnomes </li></ul><ul><li>Each sponsor will be present at the Wine Festival with its own stand </li></ul>
  71. 71. Sponsors for: <ul><li>The game </li></ul><ul><li>Sponsored by food industries: Kraft, CMA, Beck’s, Bahlsen </li></ul><ul><li>Food is for free </li></ul><ul><li>Internet is for free </li></ul><ul><li>The German tour </li></ul><ul><li>Stands of wines: Bischöfliche Weingüter Trier Germany, Hermann Joerss Hamburg </li></ul><ul><li>Stands of bratwurst: Fränkische Wurstspezialitäten Hans Kupfer </li></ul><ul><li>Stands of biscuits: Bahlsen, Georg Parlasca Keksfabrik </li></ul><ul><li>Stands of garden gnomes </li></ul>
  72. 72. Budget for the German tour <ul><li>Mailing </li></ul><ul><li>Postal mailing </li></ul><ul><li>( 3000 addresses) 2,900 € </li></ul><ul><li>Graphics and printing of : </li></ul><ul><li>Luncheon invitation cards/ </li></ul><ul><li>envelopes 100 € </li></ul><ul><li>Registration forms </li></ul><ul><li>Badge cards </li></ul><ul><li>Announcement 300 € </li></ul><ul><li>Head papers-envelopes 250 € </li></ul><ul><li>I nvoices </li></ul><ul><li>Abstracts 910 € </li></ul><ul><li>Proceedings 2,000 € </li></ul><ul><li>Postal delivery of </li></ul><ul><li>proceedings 700 € </li></ul><ul><li>Language services: </li></ul><ul><li>2 simultaneos translators </li></ul><ul><li>for 3 days 2,100 € </li></ul><ul><li>Equipments: </li></ul><ul><li>Rental for 3 radio microphones </li></ul><ul><li>for 3 days 40 € </li></ul><ul><li>Rental for 2 amplification system hall </li></ul><ul><li>for 3 days 700 € </li></ul><ul><li>Secretariat: </li></ul><ul><li>Contacts with Steering Commetee </li></ul><ul><li>and secretariat 500 € </li></ul><ul><li>Contacts with suppliers 500 € </li></ul><ul><li>Hotel: </li></ul><ul><li>3 rooms for special guests 1,000 € </li></ul>
  73. 73. Budget for the German tour <ul><li>Conference hall 1,000 € </li></ul><ul><li>Buffet guests 1,000 € </li></ul><ul><li>Folders 520 € </li></ul><ul><li>Photographer 1,000 € </li></ul><ul><li>Transportation: </li></ul><ul><li>Airport/hotel transportations </li></ul><ul><li>125 € </li></ul><ul><li>Personell: </li></ul><ul><li>2 hostess for 3 days </li></ul><ul><li>1,000€ </li></ul><ul><li>Operating expenses: </li></ul><ul><li>Telephone 1,000 € </li></ul><ul><li>Telefax 50 € </li></ul><ul><li>Translations 250 € </li></ul><ul><li>Mini bus 250 € </li></ul><ul><li>Total expence 18,795 € </li></ul><ul><li>Organization of stands and of the market places </li></ul><ul><li>Night-watchman service </li></ul><ul><li>Rental of public property </li></ul><ul><li>Current electricity </li></ul><ul><li>Shows and activities </li></ul><ul><li>Any other business </li></ul><ul><li>Promotional articles </li></ul><ul><li>Each stands will pay for itself </li></ul><ul><li>Coordination of guest accomodation 200 € </li></ul><ul><li>Developments and coordination of social events 200 € </li></ul><ul><li>Meeting assistance of guest at airport 200 € </li></ul>
  74. 74. Budget of Website Sponsored by tourist travel agencies, Lander, wine industries, (30,000 €) Film The film about German history and landscapes will be sponsored by: Bayern Filmstadt (Munich) Babelsberg Film Park (Potsdam) Movie Park Germany Foreign office germany, dt. Welle and CNN (production and content, languages); (10,000,000 €) Street posters With labels Nature, Fun, History will be sponsored by printing offices And Sappi (300,000 €) Magazine Sponsored by Goethe Institut and local newspaper Der Spiegel, Merian and ADAC travel magazine
  75. 75. 12. Country strategies <ul><li>Remember... It was the 2nd way: </li></ul><ul><li>Country strategies in </li></ul><ul><li>Spain, South Africa, Italy, India, USA, UAE </li></ul><ul><li>Enjoy the different kind of Human beeing and individual way of promote Germany in CULTURE (Nature, Fun, History) </li></ul>
  76. 76. Goals and Implementation Strategy 12.1 SPAIN
  77. 77. SWOT - SPAIN <ul><li>STRENGTHS </li></ul><ul><li>Spain is SITUATED near Germany </li></ul><ul><li>LOW-COST travel-airplane companies </li></ul><ul><li>Germany has DIVERSE TOURIST DESTINATIONS (cites, landscapes, history) </li></ul><ul><li>WEAKNESSES </li></ul><ul><li>Germany’s WEATHER is worse than Spain </li></ul><ul><li>LANGUAGE PROBLEMS . German is a difficult language to learn and many Spanish cannot speak English </li></ul><ul><li>ECONOMIC REGRESION </li></ul>
  78. 78. SWOT - SPAIN <ul><li>OPPORTUNITIES </li></ul><ul><li>The impact of the FIFA WORLD CUP because of the relevance of football in Spain. </li></ul><ul><li>Germans are seen as PROFESSIONAL in their work </li></ul><ul><li>Germany perceived as a HISTORIC ZONE with interesting places to visit. </li></ul><ul><li>TENDENCY is in our favor: </li></ul><ul><li>- National travels are growing up a 3’8% and the international ones are growing up a 17’1%. [1] </li></ul><ul><li>- In 2005, there was an increase of 20’1% of overnight stays of Spanish visitors respecting the 2004. </li></ul><ul><li>To be precise, there was 1’46 million Spanish staying a night in Germany. [2] </li></ul><ul><li>[1] Familitour2004 is a official study that the Spanish Tourist Department is use to elaborate each year. </li></ul><ul><li>[2] www. alemania-turismo .com , Tourist German Office in Spain </li></ul>
  79. 79. SWOT - SPAIN <ul><li>OPPORTUNITIES </li></ul><ul><li>To find new CULTURAL EXPERIENCES are the most important argument of Spanish citizens who go for vacation abroad because of leisure activities (43’3% of them). [3] </li></ul><ul><li>75% of Spanish who went abroad in 2004 chose EUROPE as destination. </li></ul><ul><li>[3] Familitur2004 </li></ul>
  80. 80. SWOT - SPAIN <ul><li>THREATS </li></ul><ul><li>THERE IS NOT a view of Gemany as a place to be visited as a tourist destination. One example [1] : </li></ul><ul><li>- Only the 4’7% of Spanish who visited Europe as a tourist destination chose Germany. </li></ul><ul><li>- France, Portugal, Italy and Great Britain are in better position than us. </li></ul><ul><li>Spanish perceive Germans as HERMETIC and too much SERIOUS people. </li></ul><ul><li>Spanish have the TRADITION to visit their country for their vacancies. In 2004, Spanish have done 42,5 milions of turistic trips inside Spain and only 4’6 milions international trips. </li></ul><ul><li>Spain is the best place to go for vacation for the 90’2% of the Spanish [2] </li></ul><ul><li>Visiting Germany is more EXPENSIVE than having vacation in other countries like Morocco. </li></ul><ul><li>[ 1] Familitur2004 </li></ul><ul><li>[2] Famlitur2004. </li></ul>
  81. 81. Have a German Tapa Key Message <ul><li>Because: In Spain there are several long week-ends and people can use them to visit Germany because it’s close to us. It’s impossible to see the whole Germany with four days, but you can “taste” a piece of the country “Tapa” in Spain means small and quality food that you have with a good wine. … SO if you taste one “Tapa” of Germany, you will come back to have another piece </li></ul>Strategy DIVERSITY STRATEGY
  82. 82. SPANISH TACTICS Description of the Action nº 1: To create a Press Agency into the Tourist Office of German in Spain. This Agency also has to be in charge to enhance the relations with the tourist operator sector in Spain. Target Group and Arguments: Our two target groups are included in that tactic. We’ve noticed that the quality and quantity of information about Germany as a tourist destination that Spanish receive is almost zero. Spanish who go to Germany have to be so interested in it before the trip. For that reason we will work on a communicating plan in order to create documents with several formats with the aim of spread them. By working as close as possible to the medias, they will understand our new strategy and maybe they will be interested in talking about it.
  83. 83. SPANISH TACTICS Target / effect Sponsor We will not have any sponsor in that activity Time It’s the first Spanish tactic that have to be done. Information is basic in the rest of the tactics that we are thinking in, for that reason it should be, first the material, and then the rest of the actions in order to use the material. INFORMATION ATTITUDE BEHAVIOUR
  84. 84. SPANISH TACTICS Description of the Action nº 2: Collaboration between groups or dj’s who are famous in Germany to perform in the most important events, discotheques and concerts and festivals in Spain. Once in the zone of the event, there will be person in charge to give the audience with leaflets with information about the groups or dj’s and their history, the place where they are used to performance and some tourist points about Germany. A website address it should appear. At the end of the performance, our German star will give a gift: an airplane ticket to go to Germany. Depending on the magnitude of the event we can reach more than one ticket. Target Group and Arguments: Target group is young people who are interested in all kind of tendencies and cultural movements. We have to relate Germany with FUN and it’s so easy to reach a huge number of people in that kind of events. They are into a good mood and they will be receptive to our messages because we are giving them the possibility to go to Germany for free.
  85. 85. SPANISH TACTICS Target / effect Young people communicate each other and the awareness about Germany as a possible tourist destination will increase. We are positioning our brand close to their areas. Sponsor If we are thinking on a dj, a sponsor would be the discotheque where they are performing in Germany We have to keep in touch with the Organization Members of the events in Spain The third sponsor will be the airplane company. Time We have to start this summer because there are several music festivals and, then depending on the results and the styles of performances, we can select the most important events in Spain
  86. 86. SPANISH TACTICS Description of the Action nº 3: Creating a contact between the Faculties of History in Spain and the route of the Holocaust. The Press Agency will work on it. The idea is to propose to the universities to come to Germany to visit the zones that there are related with that part of the recent history of Europe. We also can offer them information and several possibilities of routes because we already have that kind of information. Depending on the situation we also can contact with the Secondary Institutes of some capitals of Spain Target Group and Arguments: Target group is young people who are interested in knowing more about the history and culture in general of Germany. Spain is sensible with that kind of aspects because we had the Civil War just before the II World War and the term historical memory is right now in fashion. It can be easy to reach the target, because the university can be also interested in doing the visit.
  87. 87. SPANISH TACTICS Target / effect Young people with a high cultural level will be in touch with us and there are Sponsor We can try to contact with ONU because the nature of the project. Peace, respect, integration and communication between cultures and countries are values that are related with it. It’s also possible to get the help of the Cultural Department of the Spanish Government. We will pay 2000 euros per group in order to incentive the visits. Time We will need one year to prepare the tactic. It will be difficult to have the support of the ONU and Spanish Government. It’s also interesting to get a good database of the universities and the most accessible persons who are working there, so to start it the second year is realistic.
  88. 88. SPANISH TACTICS Description of the Action nº 4: Offering to the most relevant Spanish TV Channels German Tourist Packages for free. The trip is the award for the competitor who win in that specific TV content. The program do not have to talk specifically about Germany (it is a normal program). We would talk with the most important tour operator in Spain in order to be the company that appears, also for free, on TV showing their products, fantastic routes through a special zone of Germany (routes will change depending on the program) Target Group and Arguments: There are as many different programs as targets to reach. We have to think in the GRP’s of the programs in order to get as much people a possible. On the other hand, quality of the audience is also important, so some study about the specific interest that we will have it would be helpful.
  89. 89. SPANISH TACTICS Target / effect TV is the most popular media and that kind of contents are watched, at least in Spain, by a lot of people. Action is not difficult to prepare and if we maintain the award for a month in one program their audience will already know about the possibility of Germany as a tourist destination. Sponsor We only have to talk with the TV Channels in order to accept our purpose and before that, coordinate the messages of the spot with the tour operator. Time We will have to divide the TV Channels in three years and we don’t have to offer to two programs the award at the same time. For that reason we will start after six months from the beginning of the project. There should be a period of three months between the apparition of the trip in two different TV Channels. After two weeks on air, the award will be removed.
  90. 90. SPANISH TACTICS Description of the Action nº 5: Colaboration with BMW. Each Spanish who buy one of that kind of cars will enter into a draw. The award of the draw is a tour through some parts of Germany. The BMW AG Museum in Munich is for sure a place to visit for free. The idea is to position the idea of quality of life and pleasure that BMW already has with Germany as a tourist destination. Target Group and Arguments: Target Group is high class people who are interested in buying a BMW. That cars are also bought for some young clients (it’s more difficult to see a young with a Mercedes, for instance). It will be easy to reach our target because they are going to come to us. The seller will give the client with some information about the award and tourism in Germany and they already will know about it, because their predisposition to know it and the situation where they are.
  91. 91. SPANISH TACTICS Target / effect People will talk about the possibility of going to Germany for free with their friends. BMW has a good reputation in Spain and it’s a good partner because of its quality. Sponsor We need the OK of BMW in order to set up the tactic. We have to convince them that by doing it they will enhance the values of pleasure, quality, good service and transparence (because the visit in Germany) Time We will start with the campaign as soon as possible and we will draw one award among all the Spanish who bought a BMW each six months. The campaign will be open until the end of the project.
  92. 92. SPANISH TACTICS Description of the Action nº 6: Advertisement. Although the majority of the actions are related with public relations, we have to increase the awareness of Germany as a tourist place as soon as possible. For that reason spots and graphic advertisement will be done in order to reach our two targets. Target Group and Arguments: We will set up a media plan in order to get as much people as possible as a audience of our advertisement. -TV: We are not going to use that media because is too expensive for us. -Radio: We are going to promote some programs related with tourism and other programs that are listened, during the morning to the majority of the population - Magazines: We are going to work with the most important tourist magazines in Spain
  93. 93. SPANISH TACTICS Target / effect Advertisement is a good balance with public relations to get awareness of our strategy. Perception of Germany as an other possibility to go to have fun will be increased Sponsor There is no sponsor Time We will focalize our magazine and radio strategy for the whole year although we will pay more money when Spanish are thinking in where to go for a vacation during the long week-ends.
  94. 94. SPANISH EVALUATION <ul><li>We will get the number of Tourist Operators as a contacts or partners. </li></ul><ul><li>We also will receive constant information about the results of the Tourist </li></ul><ul><li>Operators by selling German tourist packages </li></ul><ul><li>We will do a clipping study of the medias that will talk about the events that we </li></ul><ul><li>will use in order to promote German groups and dj’s. </li></ul><ul><li>We will get diary information about the number of people who will visit the </li></ul><ul><li>website that we will write into the leaflet </li></ul><ul><li>Collaboration with the airplane company by giving them with a questionnaire </li></ul><ul><li>that the passengers of the flights from Spain to Germany have to fill in during </li></ul><ul><li>the flight. </li></ul><ul><li>There will be open questions in order to know how the passengers wanted to </li></ul><ul><li>visit Germany </li></ul><ul><li>We will receive information about the number of BMW clients who will be aware about </li></ul><ul><li>our tactic. </li></ul>
  95. 95. SPANISH BUDGET <ul><li>1. Press Agency </li></ul><ul><li>- 2 persons full time …….…………….. 50.000 € </li></ul><ul><li>- material elaborated……………….....200.000 € </li></ul><ul><li>- other expenses………………………. 10.000 € </li></ul><ul><li>Events </li></ul><ul><li>- 15 performances per year………….450.000 € </li></ul><ul><li>- 2 persons to inform target…………. 4.500 € </li></ul><ul><li>- others ……………………………….. 6.000 € </li></ul><ul><li>Holocaust Routes </li></ul><ul><li>- 10 trips per year ……………………. 20.000 € </li></ul><ul><li>4. Contract with BMW ..................................... 6.000 € </li></ul>
  96. 96. Spanish BUDGET 5. Advertisement - Radio………………………………... 50.000 € - Magazines………………………….. 200.000 € TOTAL BUDGET ………………………………… 990.500 €
  97. 97. 12.2 South Africa Goals and Implementation Strategy
  98. 98. SWOT-SA Most South Africans have only visited the larger cities in Germany South Africans think Germany has a strong culture and beautiful natural landscapes. There are quite a high percentage of people who have never been overseas before. Young travelers are enticed by work opportunities and adventure. Majority of South Africans cannot afford to travel internationally because they have a low disposable income. +/- 31,100 South Africans, apply for visas to travel to Germany every year. WEAKNESSES STRENTHS
  99. 99. SWOT (CONT) South Africans travel to other countries in Europe for a gap year other than Germany South Africans want to go to Germany for the high standard food and drink (i.e. beer), sightseeing, skiing and the Oktoberfest. Threats weather is cold and wet, where South Africans enjoy the Heat. South Africans often take part in organised tours. Many South Africans perceive Germans as unhelpful and unfriendly. Retired South Africans tend to travel more frequently because they have more money and time at hand. THREATS OPPURTUNITIES
  100. 100. SITUATIONAL ANALYSIS <ul><li>Diverse nation with variety of races, backgrounds and religions. </li></ul><ul><li>Different religions and 11 official languages. </li></ul><ul><li>43 million people live in South African </li></ul><ul><li>SA disposable income and economy has a direct impact on international travel and exploration. </li></ul>
  101. 101. SITUATIONAL ANALYSIS (CONT) <ul><li>1 163 839 people travelled internally in 2005. </li></ul><ul><li>Leading destinations visited by South African travellers: </li></ul><ul><li>UK, the USA, Australia, Namibia, Mauritius, Germany and Zambia. </li></ul><ul><li>Statistics shows that 31 000 individuals travelled to Germany in 2005. </li></ul>
  102. 102. Communication Goals <ul><li>Communication goals: informative, attitudinal, output </li></ul><ul><li>Communication goal 1 : </li></ul><ul><ul><ul><li>Increase awareness among target population (informative) </li></ul></ul></ul><ul><ul><ul><li>Favorable attitude (attitudinal) </li></ul></ul></ul><ul><ul><ul><li>South African travel agencies and related partners (output) </li></ul></ul></ul><ul><li>Communication goal 2 : </li></ul><ul><ul><ul><li>Favorable attitude towards Germany (informative) </li></ul></ul></ul><ul><ul><ul><li>Increase awareness of travel agencies (attitudinal) </li></ul></ul></ul><ul><ul><ul><li>Organize a launch (output) </li></ul></ul></ul><ul><li>Communication goal 3 : </li></ul><ul><ul><ul><li>Increase awareness in general South Africa (informative) </li></ul></ul></ul><ul><ul><ul><li>Advertise the tour (attitudinal) </li></ul></ul></ul><ul><ul><ul><li>Outsourcing the advertising component (output) </li></ul></ul></ul>
  103. 103. Implementation Strategy age 20-35 <ul><li>Year 1 </li></ul><ul><li>Competition launched on 5Fm </li></ul><ul><li>Questions asked about Germany </li></ul><ul><li>Winner take a trip to Germany with 9 friends </li></ul><ul><li>Contiki Tours, Pentravel and 5Fm advertise </li></ul><ul><li>Contiki tours and British Airways as sponsors </li></ul><ul><li>5Fm will communicate with winner during trip </li></ul>
  104. 104. Year 2 <ul><li>Surviving Germany </li></ul><ul><li>Winner take trip to Germany with 9 friends </li></ul><ul><li>Broadcasted on M-NET </li></ul><ul><li>Contiki tours, Pentravel, M-NET as advertisers </li></ul><ul><li>Contiki tours, Pentravel, M-NET and British Airways as sponsors </li></ul>
  105. 105. Year 3 <ul><li>Flight Centre, Thompson Tours, Harvey Tours, Rennies Travel, and Pentravel </li></ul><ul><li>Best agency take trip to Germany </li></ul><ul><li>Work on strategy to attract 18-35’s </li></ul><ul><li>5Fm advertise plans on website for agencies </li></ul><ul><li>ASATA as sponsors and communicate strategy to travel agents of South Africa </li></ul>
  106. 106. Implementation Strategy “40-plus” <ul><li>Concentrated on a print campaign </li></ul><ul><li>Mainly in travel and tour magazines, brochures and newsletters </li></ul><ul><li>Germany will be promoted on the basis of a tour </li></ul><ul><li>Will focus on cultural tourism (because of “40-plus” age group) </li></ul><ul><li>Launch will take place as event to introduce the tour </li></ul><ul><li>Can choose: </li></ul><ul><ul><ul><li>Business tourism </li></ul></ul></ul><ul><ul><ul><li>Landscape/countryside tourism </li></ul></ul></ul><ul><ul><ul><li>Cultural tourism (indigenous tours) </li></ul></ul></ul><ul><ul><ul><li>Sport tourism </li></ul></ul></ul><ul><ul><ul><li>Seasonal tourism </li></ul></ul></ul>
  107. 107. Promoting Germany to the “40-plus” <ul><li>Following tours will be promoted </li></ul><ul><li>Each tourist can choose which one wants to undertake </li></ul><ul><li>Germany will be promoted on the basis of a tour </li></ul><ul><li>Options: </li></ul><ul><ul><ul><li>German Cuisine Tour </li></ul></ul></ul><ul><ul><ul><li>German Fashion Tour </li></ul></ul></ul><ul><ul><ul><li>German Cultural Tour </li></ul></ul></ul><ul><ul><ul><li>German Historical Tour </li></ul></ul></ul><ul><ul><ul><li>German Architectural Tour </li></ul></ul></ul><ul><ul><ul><li>German Business Tour </li></ul></ul></ul><ul><ul><ul><li>German Exchange Tourist Tour </li></ul></ul></ul><ul><li>Will be available on a seasonal basis </li></ul><ul><li>Option of basic language training </li></ul>
  108. 108. Promoting Germany (cont.) <ul><li>“ 40-plus” tourists should have money </li></ul><ul><li>Focus on increasing money spend per person and per day </li></ul><ul><li>Will promote the Germany so that older South African tourists spend money </li></ul><ul><li>South African “40-plus” will want to spend money on : </li></ul><ul><ul><ul><li>Moving around </li></ul></ul></ul><ul><ul><ul><li>German food and drink </li></ul></ul></ul><ul><ul><ul><li>German beer culture </li></ul></ul></ul><ul><ul><ul><li>Attending German fares </li></ul></ul></ul><ul><ul><ul><li>Seasonal tourism </li></ul></ul></ul><ul><ul><ul><li>Designer clothes, appliances, gadgets </li></ul></ul></ul><ul><ul><ul><li>German products in South Africa </li></ul></ul></ul><ul><ul><ul><li>Services of tourism agencies </li></ul></ul></ul><ul><ul><ul><li>German airline </li></ul></ul></ul>
  109. 109. Possible Partners <ul><li>To join efforts to promote Germany to South African above age of 40 </li></ul><ul><li>Strategy differ from younger people </li></ul><ul><li>Airlines: South African Airways, Lufthansa, Swiss Air </li></ul><ul><li>Travel agencies: Pentravel, Suretravel, Flight Centre, Contiki Tours </li></ul><ul><li>Print media: Getaway, You, TIME, Huisgenoot, YOU, Drum </li></ul><ul><li>Banks: secondary partner in supplying money to tourist </li></ul><ul><li>Embassies </li></ul><ul><li>The above is only in South Africa </li></ul><ul><li>Would need relations in Germany </li></ul><ul><li>German hospitality industry to accommodate tourists </li></ul><ul><li>Put public relations contact on Frankfurt </li></ul><ul><li>Central to all South Africans when traveling Germany </li></ul>
  110. 110. Sponsors <ul><li>Sponsors only for the promotional give away tours at launch </li></ul><ul><li>German companies in motor industry practicing in South Africa: </li></ul><ul><ul><ul><li>BMW </li></ul></ul></ul><ul><ul><ul><li>Daimler-Chrysler </li></ul></ul></ul><ul><ul><ul><li>Porsche </li></ul></ul></ul><ul><ul><ul><li>VW </li></ul></ul></ul><ul><ul><ul><li>Audi </li></ul></ul></ul><ul><li>Siemens – worldwide enterprise in Germany and South Africa </li></ul><ul><li>German South African Chamber of Commerce </li></ul><ul><li>Concerned about business between Germany and South Africa </li></ul><ul><li>See tourism industry as business </li></ul>
  111. 111. Media Exposure <ul><li>Promote tour packages to “40-plus” through: </li></ul><ul><ul><li>Email campaigns </li></ul></ul><ul><ul><li>Advertising at travel agencies all over South Africa </li></ul></ul><ul><ul><li>Television advertising on South African Broadcasting Corporation (SABC) </li></ul></ul><ul><ul><li>Advertising in magazines </li></ul></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Dedicated website </li></ul></ul><ul><li>Promotions are based on the message: </li></ul><ul><li>“ ..the quality of the German experience..” </li></ul><ul><li>“ 40-plus” must go there to want to spend money </li></ul><ul><li>That is what we are going to tell South African “40-plussers” </li></ul>
  112. 112. Event <ul><li>Indaba in Durban, South Africa in August </li></ul><ul><li>Trade show for the travel industry </li></ul><ul><li>Aim of the event: </li></ul><ul><ul><li>To launch the tours to promote Germany to “40-plus” </li></ul></ul><ul><li>Will run over an entire day </li></ul><ul><li>At entrance of venue, every guest will put name into lucky draw </li></ul><ul><li>Winner of lucky draw wins promotional tour </li></ul><ul><li>Three tours to give away to three travel agencies who best promote Germany </li></ul><ul><li>Condition: person must be over 40 </li></ul><ul><li>Theme: </li></ul><ul><ul><ul><li>Staff dressed in traditional German folk’s dress </li></ul></ul></ul><ul><ul><ul><li>German music </li></ul></ul></ul><ul><ul><ul><li>Classical German bells </li></ul></ul></ul><ul><ul><ul><li>German food and drink stalls </li></ul></ul></ul>
  113. 113. Event (cont.) <ul><li>Guests: </li></ul><ul><ul><ul><li>Travel agencies (no matter how big or small) </li></ul></ul></ul><ul><ul><ul><li>South African and German based airlines </li></ul></ul></ul><ul><ul><ul><li>Possible partners </li></ul></ul></ul><ul><ul><ul><li>Possible sponsors </li></ul></ul></ul><ul><ul><ul><li>German ambassador </li></ul></ul></ul><ul><ul><ul><li>German South African Chamber of Commerce </li></ul></ul></ul><ul><li>German ambassador will address attendees </li></ul><ul><li>President of German South African Chamber of Commerce will announce winner </li></ul><ul><li>Organizers will be the public relations practitioners in South Africa </li></ul>
  114. 114. Schedule <ul><li>Main elements in the schedule: </li></ul><ul><ul><li>Develop a media advertising campaign to advertise event </li></ul></ul><ul><ul><li>Finalize sponsorships for giveaway tours </li></ul></ul><ul><ul><li>Finalize date for Indaba </li></ul></ul><ul><ul><li>Decide on venue </li></ul></ul><ul><ul><li>Estimate number of guests and invite, open to public </li></ul></ul><ul><ul><li>Organize media coverage </li></ul></ul><ul><ul><li>Finalize amount and allocation of stalls </li></ul></ul><ul><ul><li>Organize and finalize VIP </li></ul></ul><ul><ul><li>Print relevant brochures and trade magazines </li></ul></ul><ul><ul><li>Write, spread and distribute press releases after event </li></ul></ul><ul><ul><li>Follow-up advertising after event </li></ul></ul><ul><ul><li>Distribute relevant information to travel agencies so that they can start selling of tours </li></ul></ul>
  115. 115. Budget <ul><li>6.3 million Euros = R 51.6 million </li></ul><ul><li>1 Euro = R 8.20 </li></ul><ul><li>Estimated budget per year: </li></ul><ul><ul><ul><li>Salaries for people to develop & promote R 120 000 ( Only in the 1 st year) </li></ul></ul></ul><ul><ul><ul><li>Advertising (overall) R 3000000 </li></ul></ul></ul><ul><ul><ul><li>Printing costs R 2 000 000 </li></ul></ul></ul><ul><ul><ul><li>Publication costs R 8 000 000 </li></ul></ul></ul><ul><ul><ul><li>Travel costs to establish partners R 9 000 000 </li></ul></ul></ul><ul><ul><ul><li>Actuality programs R 3 000 000 </li></ul></ul></ul><ul><ul><ul><li>Launch R 1 500 000 </li></ul></ul></ul><ul><ul><ul><li>Freelance journalism R 350 000 </li></ul></ul></ul><ul><ul><ul><li>Press releases R 200 000 </li></ul></ul></ul><ul><ul><ul><li>TOTAL R 49 630 000 </li></ul></ul></ul>
  116. 116. 12.3 I TALY Goals and Implementation Strategy
  117. 117. <ul><li>The most visited countries by Italian tourists in 2004 : </li></ul><ul><li>France: 21% </li></ul><ul><li>Spain: 13% </li></ul><ul><li>Croatia: 8% </li></ul><ul><li>Austria: 6% </li></ul><ul><li>Germany: 6% </li></ul>Situational analysis
  118. 118. <ul><li>Percentage of Italian people living in the different Italian areas who went abroad in 2004: </li></ul><ul><li>North-west of Italy: 36% </li></ul><ul><li>North-east of Italy: 26% </li></ul><ul><li>Centre of the country: 19% </li></ul><ul><li>South of the country and the islands: 19% </li></ul><ul><li>Percentage of Italian people living in the different Italian areas who went to Germany in 2004: </li></ul><ul><li>North west of the country: 28% </li></ul><ul><li>North east of the country: 27% </li></ul><ul><li>Centre of the country: 13% </li></ul><ul><li>South of Italy and the islands: 32% </li></ul><ul><li>There were 1,6 million trips from Italy to Germany in the year 2004: </li></ul><ul><li>60% were holiday trips </li></ul>Situational analysis
  119. 119. <ul><li>The main German destinations of Italian people in 2004: </li></ul><ul><li>Bayern: 34,2% </li></ul><ul><li>Berlin:14,9% </li></ul><ul><li>Nordrhein-Westfalen: 12,9% </li></ul><ul><li>Baden-Württenberg: 12,3% </li></ul><ul><li>Hessen: 8,7% </li></ul><ul><li>Niedersachsen: 2,6% </li></ul><ul><li>Rheinland-Pflanz: 2,5% </li></ul><ul><li>Sachsen: 2,5% </li></ul><ul><li>Hamburg: 2,0% </li></ul><ul><li>Schleswig-Holstein: 1,1% </li></ul><ul><li>Brandenburg: 0,8% </li></ul><ul><li>Sachsen-Anhalt: 0,8% </li></ul><ul><li>Thüringen: 0,6% </li></ul><ul><li>Saarland: 0,4% </li></ul><ul><li>Bremen: 0,4% </li></ul><ul><li>Mecklenburg-Vorpommern: 0,3% </li></ul>Situational analysis
  120. 120. <ul><li>Means of transport </li></ul><ul><li>48% of the Italian tourists went to Germany by car in 2004 </li></ul><ul><li>38% of the Italian tourists went to Germany by plane in 2004 </li></ul><ul><li>10% of the Italian tourists went to Germany by bus in 2004 </li></ul>Situational analysis
  121. 121. <ul><li>Age of Italian tourists who went to Germany in 2004: </li></ul><ul><li>The average age of Italian tourists who went to Germany in 2004 was 40,9 </li></ul><ul><li>47% of them were men, 53% were women, 23% of them travelled with children under 15 years old </li></ul><ul><li>Relationship between Italy and Germany </li></ul><ul><li>The relationship between the two countries is positive, so there’s no reason that might prevent Italian people to travel to Germany. </li></ul><ul><li>How Italian people travelled abroad in 2004 </li></ul><ul><li>53% of the Italian travellers prefer to travel without booking. In fact only the 15% of Italian travellers who went abroad in 2004 booked a trip via travel agency. </li></ul>Situational analysis
  122. 122. SWOT - ITALY Germany is an expensive holiday destination, compared to other places in Europe (e.g. Greece) the beauty of the country’s landscapes, the chance to visit old castles and museums, the chance to practice different sports. THREATS OPPURTUNITIES Sudden changes of the weather, unfriendliness of the people. Italians perceive Germany as a country of beautiful images WEAKNESSES STRENGHTS
  123. 123. <ul><li>Improve Italian point of view: </li></ul><ul><li>To increse the awareness of Germany as a tourist destination within Italy </li></ul><ul><li>Become more aware of Germany’s tourist potential: </li></ul><ul><li>discovering that the country is rich of museum, old castles and Art & Culture: </li></ul><ul><li>Germany birthplace of Romanticism! </li></ul><ul><li>To increse travel by 15% in three years </li></ul>Communication goals
  124. 124. Strategy to increase the appeal of Germany <ul><li>We have chosen three aspects to present the country in a new light point; in order to catch more attention. </li></ul><ul><li>These three aspects represent the country as a whole and have become the guidelines of our campaign </li></ul><ul><li>Nature </li></ul><ul><li>Fun </li></ul><ul><li>History </li></ul>
  125. 125. <ul><li>Tv commercial on Germany as a holiday destination </li></ul><ul><li>Advertising in 3 of the main newspapers </li></ul><ul><li>Street posters in the main Italian cities (choice of 10 cities) </li></ul><ul><li>Leaflets, brochure and posters with pictures of German landscapes put up at universities and highschools </li></ul>Communication mediums used
  126. 126. How to promote Germany in Italy <ul><li>Stands promoting Germany during the most important Italian trade fairs </li></ul><ul><li>Drama and fairy tale festival: this event will take place every year in Verona Anfiteatro romano (Arena di Verona) and will host the greatest theatrical companies of Germany and of Italy, which they will play their own works in a challenge. The best will be awarded. The winner will host the other country the following year … </li></ul><ul><li>The game: sand buildings representing the most famous German monuments, the most beautiful will win a week-end in Germany or a ticket to watch a football match in Germany . </li></ul>
  127. 127. A great impact stand for exhibitions <ul><li>Target: a great chance for all the people interested in tourism. </li></ul>
  128. 128. L ´arena di Verona <ul><li>Anfiteatro romano di Verona </li></ul><ul><li>A good chance to enjoy German and Italian theatrical works </li></ul><ul><li>Fairy tales for children </li></ul><ul><li>Target </li></ul><ul><li>35 years old and over </li></ul><ul><li>Children 6-10 years old </li></ul>
  129. 129. Enjoy in doing Sand castles ! <ul><li>A sand castle </li></ul><ul><li>Festival of sand-sculpture will take place every year in Caorle (near Venice) in the last week of june and the first of july </li></ul><ul><li>Target: </li></ul><ul><li>young people: 18-30 years old </li></ul><ul><li>Prize-giving will be a Party on the beach </li></ul><ul><li>The winner will spend a weekend in Germany and take part in “Sandsation”, the German sand-sculpture festival which takes place in Berlin every year. </li></ul>
  130. 130. <ul><li>German stands should be present in one of the most important Italian tourist trade fairs at least once a year: </li></ul><ul><li>“ tourist show” , will take place in Carrara in january; </li></ul><ul><li>“ Skypass tourist & winter sports show” , it takes place in Modena in october. </li></ul><ul><li>Drama & Fairy tale festival will take place once a year in Verona in april. </li></ul><ul><li>Building sand monuments will take place during summer on the beaches. </li></ul>Time table
  131. 131. Tv commercial and slogan: 3 doors… <ul><li>What’s behind the first door? </li></ul><ul><li>A beautiful landscape </li></ul>
  132. 132. The second door... <ul><li>What’s behind the second door ? </li></ul><ul><li>Simply fun! </li></ul>
  133. 133. The last door… <ul><li>What’s behind the last one? </li></ul><ul><li>An enchanting castle </li></ul>
  134. 134. Where is your ideal vacation hidden? Well…
  135. 135. … if you don’t want to give up anything, Come to Germany…
  136. 136. ...our door is always open for you!
  137. 137. <ul><li>€ 6,300,000/6= € 1,050,000 the money available for each country every year… </li></ul><ul><li>A tv commercial may cost € 1,000,000, we can realise one for all the countries, translated in all the languages. We divide 1,000,000/6=€ 166,666 </li></ul><ul><li>Costs for Street posters: € 180,000 </li></ul><ul><li>Costs for advertising space: € 500,000 (10 ads) </li></ul><ul><li>Costs for leaflets and brochure: € 260,000 </li></ul><ul><li>Costs to rent a space in a trade fair: € 10,000 </li></ul><ul><li>Total expence concerning Italy € 1,216,000 </li></ul>Budget
  138. 138. <ul><li>Work with an Italian travel agencies and check via Internet to see how much the bookings have increased. </li></ul><ul><li>after the first year the Pr campaign has taken place, to get a first feedback and to improve the strategy if necessary </li></ul><ul><li>Check every year the number of bookings via Internet </li></ul><ul><li>Deliver a survey to the Italian agencies after the three-year campaign </li></ul><ul><li>Deliver a survey to the Italian people to find out if their perception of germany has improved after each year. </li></ul>Budget
  139. 139. <ul><li>Barilla (Italian food) </li></ul><ul><li>Granbiscotto Rovagnati (ham) </li></ul><ul><li>Prosciutto di San Daniele (ham) </li></ul><ul><li>Parmigiano Reggiano (cheese) </li></ul><ul><li>Damiani (jewellery) </li></ul><ul><li>Trussardi (fashion clothes) </li></ul><ul><li>Trudi (plush, soft toys) </li></ul><ul><li>Fiat (cars) </li></ul><ul><li>Fantoni (chears manufacturer) </li></ul><ul><li>Alitalia (airline) </li></ul>Italian sponsors
  140. 140. Goals and Implementation Strategy 12.4 India
  141. 141. SWOT Cost effectiveness of current packages. They are relatively more expensive than competitors Sprouting of Indian global companies looking to spread their wings to German locations Above mentioned countries are more aggressive in promoting their destinations to the Indian public. Fastest growing proportion of youth to total population Paradigm shift in spending habits of the common Indian with overseas travel as the fast growing segment out of their perishable income. Australia and Singapore and Scandinavian countries as alternate destinations Growing domestic economy of India with larger disposable income THREAT OPPURTUNITY Culinary options particularly for vegetarians. ( Indian vegetarians, primarily lacto-vegetarians, are estimated to make up more than 70% of the world's vegetarians. They make up 20 to 30% of the population in India, while occasional meat-eaters make up another 30%- Wikipedia) Diversity in the landscapes and liberal culture Rich historical heritage Mechanical engineering wonder World renowned academic institutions <ul><li>General conception of being xenophobic: </li></ul><ul><li>Most Indians perceive Germans as cold. Primarily due to the language barrier or maybe because of historical event such as the holocaust. </li></ul>FIFA world cup 06’ appeals to the Indian football fan Extreme Climate Presence of German companies like Bosch and Siemens with prospects of employees traveling to Germany WEAKNESSES STRENGHTS
  142. 142. Activity 1: SPORTS AND ADVENTURE CLUBS Activity1
  143. 143. <ul><li>Offer budget oriented packages to members of the clubs to hike/back pack around Germany </li></ul><ul><li>Possible adventure clubs in India: </li></ul><ul><li>http://www. urbancookie . com/Life/adventure/clublist .html </li></ul><ul><li>Tie up with ‘Mountain Dew’ with an ad campaign focusing on countryside sports activity. </li></ul><ul><li>Get Adidas to sponsor events in order to promote and encourage football. </li></ul><ul><li>Organize football events (similar example ATP for tennis) in all major cities where kids will be the target participant. </li></ul>SPORTS AND ADVENTURE CLUBS
  144. 144. <ul><li>School level tournaments will be held. </li></ul><ul><li>The final winning teams get to play against each other. </li></ul><ul><li>Winning team gets to meet the German team members. </li></ul><ul><li>Or </li></ul><ul><li>Win Adidas gear. </li></ul><ul><li>This shall be aired on TV channels like Star Sports. </li></ul>SPORTS AND ADVENTURE CLUBS
  145. 145. <ul><li>Target group and Arguments: </li></ul><ul><li>Adventure will appeal to all in the age group between 18 to 45 and create a younger picture of Germany. </li></ul><ul><li>The idea is to promote a ‘fun’ feeling about Germany and Germans. It will bring about the many options in terms of sport and adventure which is coherent with the main theme of the global strategy. </li></ul><ul><li>Effect: </li></ul><ul><li>Though most Indians can afford to travel only at the age of 25, the Adidas sponsored football event can work to bring a football into the minds of Indians at a young age and thus, work to inform. </li></ul><ul><li>Overall, this can bring India in touch with “young Germany” and eliminate any bad impressions that have crept into the minds of Indians about Germany. </li></ul>SPORTS AND ADVENTURE CLUBS
  146. 146. <ul><li>Time: </li></ul><ul><li>Starting from this year, it must be held every year. </li></ul><ul><li>Sponsors: </li></ul><ul><li>Adidas </li></ul><ul><li>Mountain Dew </li></ul><ul><li>Sports/adventure clubs </li></ul>SPORTS AND ADVENTURE CLUBS
  148. 148. <ul><li>Newspaper: </li></ul><ul><li>A section on travel options and </li></ul><ul><li>interesting site sights can be included in </li></ul><ul><li>the Sunday edition of the major Indian </li></ul><ul><li>newspapers. Each month, the section can focus </li></ul><ul><li>on the following countries: </li></ul><ul><li>Germany, Italy, Spain, U.S.A, UAE and South Africa </li></ul><ul><li>Sponsor journalists to Germany </li></ul><ul><ul><li>Give them incentives. </li></ul></ul><ul><ul><li>Show them Germany from a newer angle. </li></ul></ul><ul><li>The following facts about Germany might be considered for the above articles: </li></ul><ul><li>The festivals like the Oktoberfest, Christmas markets, Karnevals like </li></ul><ul><li>Alemannic Fasnet, the Kirchweih fair, the botanical exhibitions like </li></ul><ul><li>Bundesgartenschau and the Berlinale Film Festival. </li></ul>Awareness with Media
  149. 149. <ul><li>Magazines: </li></ul><ul><li>snippets in major fashion magazines on specials event occurring in Germany, about festivals, culture fashion etc. </li></ul><ul><li>Eg: Femina has one </li></ul><ul><li>section every month </li></ul><ul><li>dedicated to travel spots </li></ul><ul><li>worth visiting in </li></ul><ul><li>the world. Germany </li></ul><ul><li>should frequently appear </li></ul><ul><li>in that section. </li></ul>Awareness with Media
  150. 150. <ul><li>Other magazines to be taken into consideration are as follows: </li></ul><ul><li>1. FE Business Traveller </li></ul><ul><li>2. Outlook Traveller (it should be noted here is, in the March 2006 edition of this magazine, a feature story named ‘European Summer’ featured Paris, Italy, Stockholm and London and there was nothing on Germany.) </li></ul><ul><li>3. India Today Travel Plus </li></ul><ul><li>4. Jetwings International </li></ul>Awareness with Media
  151. 151. <ul><li>Television </li></ul><ul><li>Appoint an Indian celebrity as a brand ambassador for promoting German tourism in the form of short promo films on Star Network Channels. Ex: Star Asia Travel. (Star Euro Travel). </li></ul><ul><li>The campaign can be called “Guten Tag India!” </li></ul><ul><li>Tie up with National Geographic/ Discovery and Travel and Living channels and air programmes on contemporary Germany and nature. </li></ul>Awareness with Media
  152. 152. <ul><li>Target group and argument: </li></ul><ul><li>The target group here is large. </li></ul><ul><li>From students to working people and to the retired whoever would like to explore travel options. </li></ul><ul><li>These articles can provide insight into the fun culture of Germany as well the landscape and countryside of Germany. </li></ul><ul><li>Effect: </li></ul><ul><li>Most Indians, when asked about Germany, can only recollect the Oktoberfest. Nothing much else comes to their minds. </li></ul><ul><li>Thus, information in major newspapers can strive to bring modern Germany into perspective and position it as a multi-cultural interesting place. </li></ul><ul><li>Besides, including information about Germany in in-flight magazines, Jetwings , will cater to a target that travels and thus might figure Germany in their minds as a possible travel option. </li></ul><ul><li>Time: This is can start from right now. </li></ul>Awareness with Media
  153. 153. Activity 3: CULINARY GERMANY Activity 3
  154. 154. <ul><li>‘ The way to a man’s heart is through his stomach’-people need to develop strong liking for German cuisine which will be an incentive for them to visit Germany. </li></ul><ul><li>Magazines like </li></ul><ul><ul><ul><li>Femina </li></ul></ul></ul><ul><ul><ul><li>Seventeen </li></ul></ul></ul><ul><ul><ul><li>Cosmopolitan </li></ul></ul></ul><ul><li>are some of the popular lifestyle magazines in India which have a section for recipes. </li></ul><ul><li>Recipes of German delicacies can be included in this section. </li></ul>Culinary Germany
  155. 155. <ul><li>The Goethe institute can hold a National German Food Festival in India. </li></ul><ul><li>Stalls can be put up for different types of food from breads to potato dumplings. </li></ul><ul><li>Stalls selling special recipes books of German cooking for all occasions could be set up. </li></ul><ul><ul><ul><li>These books could also contains the history behind the occasion, the specialty of the region in which it is made etc. </li></ul></ul></ul><ul><ul><ul><li>These bits of information can increase awareness of Germany indirectly. </li></ul></ul></ul>Culinary Germany
  156. 156. <ul><li>Target groups and arguments </li></ul><ul><li>Most Indians are unaware of the culinary wonders of Germany. </li></ul><ul><li>Below, are just some: </li></ul><ul><li>Potatoes, Selma and Sieglinde - the apples that grow in the soil </li></ul><ul><li>Germany - a paradise for sausage lovers </li></ul><ul><li>300 types of bread </li></ul><ul><li>Wines </li></ul><ul><li>Schnapps - a heavenly treat </li></ul><ul><li>Effect </li></ul><ul><li>Since Indians are used to spicy food, they assume that </li></ul><ul><li>German food is very bland and consists of limited options. </li></ul><ul><li>This would bring home, German culture. </li></ul>Culinary Germany
  157. 157. <ul><li>Time </li></ul><ul><li>Anytime between October and January. </li></ul><ul><li>Sponsors </li></ul><ul><li>German Government </li></ul><ul><li>The above mentioned lifestyle magazine </li></ul><ul><li>Local restaurants </li></ul>Culinary Germany
  158. 158. Activity 4: VALENTINE’S DAY Activity 4
  159. 159. <ul><li>Have German DJs come down to India and play at all the happening parties and discotheques on Valentine’s Day. </li></ul><ul><li>A lucky draw is held and one lucky couple wins a trip to Germany for 4 days and attends the Love Parade. </li></ul><ul><li>Target cities </li></ul><ul><ul><li>Mumbai </li></ul></ul><ul><ul><li>Bangalore </li></ul></ul><ul><ul><li>Kolkata </li></ul></ul><ul><ul><li>Goa </li></ul></ul><ul><ul><li>Delhi </li></ul></ul><ul><ul><li>Madras </li></ul></ul><ul><li>The target group </li></ul><ul><ul><li>18 to 40 </li></ul></ul><ul><ul><li>very high spirited youngsters </li></ul></ul>Valentines Day
  160. 160. <ul><li>The world looks to India as the next target for their tourism </li></ul><ul><ul><li>its rising economic status </li></ul></ul><ul><ul><li>spending middle class </li></ul></ul><ul><li>Youngsters are the future target and with this strategy, we hope to </li></ul><ul><li>introduce Germany to them, the way it is now and not from what the </li></ul><ul><li>Older Generation perceives it to be. </li></ul><ul><li>Effect </li></ul><ul><li>Youngsters and those who like to party a lot, among Indians, are normally well to do and can afford holidays abroad. There is also the “word of mouth” factor. Thus, this will bring about a curiosity about Germany and many more Indians might want to know </li></ul><ul><li>more. </li></ul><ul><li>Time </li></ul><ul><li>February 14 th every year. </li></ul>Valentines Day
  161. 161. <ul><li>Sponsors </li></ul><ul><li>Bacardi </li></ul><ul><li>Wills lifestyle </li></ul><ul><li>Smirnoff </li></ul>Valentines Day
  162. 162. Activity 5: TIE-UP WITH BOLLYWOOD Activity 5
  163. 163. <ul><li>Tie up of German production houses with various Bollywood production. </li></ul><ul><li>Position Germany as a place with natural beauty and scenic wonder. </li></ul><ul><ul><ul><li>Must ensure that enough hype is made about Germany in the promotion of the film </li></ul></ul></ul><ul><ul><ul><li>Every actor should speak about their good experiences during interviews. </li></ul></ul></ul><ul><li>The major Indian Production houses are as follows: </li></ul><ul><li>Yash/Rai films - </li></ul><ul><li>Rajshri Entertainment - </li></ul><ul><li>Neptune films - </li></ul><ul><li>AVM Studios - </li></ul><ul><li>Dharma Productions - </li></ul><ul><li>Mukta Arts - </li></ul>Tie up with Bollywood
  164. 164. <ul><li>Target group and argument </li></ul><ul><li>India has one of the biggest movie markets in the world. </li></ul><ul><li>Its potential for growth is estimated to exceed 25% from this year. </li></ul><ul><li>In 2005, 12 of the top Hindi films are believed to have grossed above Rs. 250 million, 15 more than Rs. 200 million and less than 5 films have collected less than Rs. 5 million. </li></ul><ul><li>The viewer ship of Hindi movies in the country is enormous ranging from poor families, to young college-going students to rich in