Developing communication concept. Case study of TOURCOM. Rok Klančnik

Rok V. Klancnik , ex UN WTO Director of Press and Communications Novi Sad, 27 September – DAY OF TOURISM 2008 DEVELOPING A COMMUNICATION CONCEPT: THE STORY ABOUT TOURCOM

TOURCOM

TOUR COM

TOURism COMmunications

in TOURism Strategic COMmunications a UNWTO brand aimed at capacity sharing in tourism communicatons

STRATEGIC COMMUNICATIONS , as media relations, marketing communications, image building, branding, crisis communications, image recovery you name it ...

... ARE indispensable and invaluable part of modern international tourism, a precondition for success of international and national organisations, destinations, airlines, tour operators and other stakeholders.

the Magic Pyramid Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply

the Magic Pyramid – where are the media? Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply

W here are the media? ON TOP OF IT Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply Media

W here are the media? ON TOP OF IT “ Travel writers and business journalists (hard facts) are equally important stakeholders in tourism, as are airlines and tour operators.” (Mazen Homoud, JTB, TOURCOM Middle East & North Africa, 2005)

W here are the media? ON TOP OF IT “ Private-public partnership needs the third partner – the media.” (First World TOURCOM, 2004)

TOURCOM scheme

Advertising is bringing a destination or product to the attention of potential and current customers . It always involves a messenger, media, audience - and costs . Advertising is typically done with commercials in the media, such as periodicals and TV, but also signs, brochures, direct mailings or e-mail messages, etc. TOURCOM related tools of trade

TOURCOM – world conference

TOURCOM – regional conferences

TOURCOM best practices and conference proceedings

TOURCOM – national workshops an seminars

TOURISM ENRICHES CAMPAIGN

»TOURCOM NETWORK« OF COMMUNICATION EXPERTS

CRISIS COMMUNICATIONS CELL (not implemented)

THE WO(R)LD – UNWTO Stylgeuide on tourism journalism

(not implemented)

TOURCOM - WORLD CONFERENCE ON TOURISM COMMUNICATIONS

29- 30 January 2004 - Madrid, Spain

TOURCOM REGIONAL CONFERENCE FOR ASIA AND THE PACIFIC

20-21 May 2005 - Nusa Dua, Bali - Indonesia

TOURCOM REGIONAL CONFERENCE FOR THE MIDDLE EAST AND

NORTH AFRICA

20 - 21 September 2005 - Amman, The Hashemite Kingdom of Jordan

TOURCOM REGIONAL CONFERENCE FOR EUROPE

12 - 13 October 2005 - Riga, Latvia

TOURCOM REGIONAL CONFERENCE FOR AFRICA

10 - 11 May 2006 - Bamako, Mali

TOURCOM REGIONAL CONFERENCE FOR THE AMERICAS Rosario, Santa Fe, Argentina, 28-30 May 2006

Chronology of TOURCOM conferences

Advertising is bringing a destination or product to the attention of potential and current customers . It always involves a messenger, media, audience - and costs . Advertising is typically done with commercials in the media, such as periodicals and TV, but also signs, brochures, direct mailings or e-mail messages, etc. Topics covered