Flanders is a festival08/11/2012 WTMFrank Cuypers
Flanders?
Flanders: Art citiesBruges, Brussels, Ghent, Antwerp, Leuven, Mechelen
Flanders: Belgian Beer
Flanders: Fashion
Flanders: Belgian Chocolate
#fiaf12
Why this action? ‘Symbolic Actions’ (Simon Anholt) ‘Put your product in your branding’ (Seth Godin) Festivals fit our b...
Why storytellers? ‘ It’s the strategy, stupid !’ ‘ Not the content but the community is king’
Permission marketing
We spread the good news bottom up
We recommend rather thanpersuade
Why festivals? ‘Cutting edge craftmanship’ Highest density in the world !
Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience th...
Target markets                                          Denmark en Sweden                           UK        The Netherla...
• Biggest ‘blogtrip’ in the world• Flanders festival express
THINK SOCIAL MEDIA (Canada& The Netherlands)
Biggest ‘blogtrip’ in the world 94 “Bloggers” from 13 countries Key influencers in music, travel, lifestyle, social  med...
Biggest blogtrip in the worldSelection ‘key influencers’ based on:      Online reach and audience      Used networks (Tw...
Biggest blogtrip in the world: effort
Flanders festival express
Flanders festival express
Flanders festival expressFlanders is a Festival@fiafexpress
Festival game:www.flandersisafestival.com
Results
Flanders festival express: return FB > 10.000 fans: with a reach of 5 million other  FB users Engagement rate > 3,5 time...
Biggest blogtrip in the world: return Connection with bloggers as festival buddies Authentic stories about festivals & d...
Biggest blogtrip in the world: colateral Print Radio Corporate communication (Tv, papers…) Enhances online competences...
http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
Some numbers (at this moment) Number of written blogposts: 273 (300…) Number of unique visitors: > 12.000.000 Average p...
Some numbers (at this moment) Total Cost : about 300.000 € Project manager + 3,9 FTE (6 months) Conversation Value:>30....
Top three Story Tellers (at this moment) Elco Roos (NL) 14.711.945 € Marcello Arrambide (USA) 5.024.347 € Tim Griffin (...
Top three Keywords (at this moment) Ghent : 921 Antwerp : 691 Bruges : 325
Total #fiaf12 : 7363 mentions
Every day > 140.000 tweeps received atweet with #fiaf12 in their twitter feed. That isa potential reach of 13.000.000
Lessons learned
Lessons learned : selection of bloggers Selection of influencers: it’s not only about  numbers but…. Place in the networ...
Lessons learned : treatment of bloggers Different approach from a journalist …. Wifi is their bloodstream… It’s not abo...
Lessons learned: relation with bloggers Start inviting them earlier: catch some big fish Clearly talk about expectations...
Lessons learned:evangelize your stakeholders     Evaluation > action itself     Provide ROI, even if it does not say any...
Involve our Flemish bloggers / geeks /ambassadors
Lessons learned: roles for our offices                                         Denmark en Sweden          USA Russia      ...
Bring everything together on our site: trafic!Make it visible for everyone (not only people whofollow blogs and use twitter)
Follow up and stimulate conversation
2013: Flanders is a tour
2014: Flanders Fields
CONCLUSION (MARKETING POW)   BLOGGERS EAT JOURNALISTS FOR BREAKFAST !                 
Thank you!Frank Cuypers   @FCuypersVisitflanders   @visitflanders
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
Flanders is a festival  stm
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Flanders is a festival stm

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Frank Cuypers from Brussels/Flanders at WTM Social Travel Market

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Flanders is a festival stm

  1. 1. Flanders is a festival08/11/2012 WTMFrank Cuypers
  2. 2. Flanders?
  3. 3. Flanders: Art citiesBruges, Brussels, Ghent, Antwerp, Leuven, Mechelen
  4. 4. Flanders: Belgian Beer
  5. 5. Flanders: Fashion
  6. 6. Flanders: Belgian Chocolate
  7. 7. #fiaf12
  8. 8. Why this action? ‘Symbolic Actions’ (Simon Anholt) ‘Put your product in your branding’ (Seth Godin) Festivals fit our branding
  9. 9. Why storytellers? ‘ It’s the strategy, stupid !’ ‘ Not the content but the community is king’
  10. 10. Permission marketing
  11. 11. We spread the good news bottom up
  12. 12. We recommend rather thanpersuade
  13. 13. Why festivals? ‘Cutting edge craftmanship’ Highest density in the world !
  14. 14. Goal #fiaf12:Increase awareness of Flanders as a festival destinationBring online influencers to Flanders to experience thefestival scene & stimulate conversation about Flanders
  15. 15. Target markets Denmark en Sweden UK The Netherlands USA Germany Austria France RussiaChina SpainJapan ItalyIndia
  16. 16. • Biggest ‘blogtrip’ in the world• Flanders festival express
  17. 17. THINK SOCIAL MEDIA (Canada& The Netherlands)
  18. 18. Biggest ‘blogtrip’ in the world 94 “Bloggers” from 13 countries Key influencers in music, travel, lifestyle, social media Personal program for every blogger: a unique festival experience + touristic tips
  19. 19. Biggest blogtrip in the worldSelection ‘key influencers’ based on:  Online reach and audience  Used networks (Twitter, Instagram, Blog, Facebook, mix, …)  Match #fiaf12  Personality & passion  Location and language
  20. 20. Biggest blogtrip in the world: effort
  21. 21. Flanders festival express
  22. 22. Flanders festival express
  23. 23. Flanders festival expressFlanders is a Festival@fiafexpress
  24. 24. Festival game:www.flandersisafestival.com
  25. 25. Results
  26. 26. Flanders festival express: return FB > 10.000 fans: with a reach of 5 million other FB users Engagement rate > 3,5 times the average engagement on facebook. Fans are engaged : New ambassadors for Flanders
  27. 27. Biggest blogtrip in the world: return Connection with bloggers as festival buddies Authentic stories about festivals & destination Happy bloggers & inspiration for their followers
  28. 28. Biggest blogtrip in the world: colateral Print Radio Corporate communication (Tv, papers…) Enhances online competences of your staff (KPI: Kloutscore 30 for 30%)
  29. 29. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre
  30. 30. Some numbers (at this moment) Number of written blogposts: 273 (300…) Number of unique visitors: > 12.000.000 Average potential reader per blogpost: 75.000 Number of Facebook fans of all bloggers: > 300.000 Number of Twitter fans of all bloggers: > 550.000
  31. 31. Some numbers (at this moment) Total Cost : about 300.000 € Project manager + 3,9 FTE (6 months) Conversation Value:>30.000.000 € (stakeholders !)
  32. 32. Top three Story Tellers (at this moment) Elco Roos (NL) 14.711.945 € Marcello Arrambide (USA) 5.024.347 € Tim Griffin (USA) 3.433.912 €
  33. 33. Top three Keywords (at this moment) Ghent : 921 Antwerp : 691 Bruges : 325
  34. 34. Total #fiaf12 : 7363 mentions
  35. 35. Every day > 140.000 tweeps received atweet with #fiaf12 in their twitter feed. That isa potential reach of 13.000.000
  36. 36. Lessons learned
  37. 37. Lessons learned : selection of bloggers Selection of influencers: it’s not only about numbers but…. Place in the network Mix and make them meet each other…
  38. 38. Lessons learned : treatment of bloggers Different approach from a journalist …. Wifi is their bloodstream… It’s not about the money (we didn’t pay) but about the cost (zero#)…
  39. 39. Lessons learned: relation with bloggers Start inviting them earlier: catch some big fish Clearly talk about expectations:  What can they expect in the destination  What return do we expect: articles, backlinks, conversation
  40. 40. Lessons learned:evangelize your stakeholders  Evaluation > action itself  Provide ROI, even if it does not say anything about the ‘real value’  Involve them in the conversation as early as possible
  41. 41. Involve our Flemish bloggers / geeks /ambassadors
  42. 42. Lessons learned: roles for our offices Denmark en Sweden USA Russia UK The NetherlandsChinaJapan GermanyIndia Austria France Spain Italy• Connect with local bloggers• Activate local media
  43. 43. Bring everything together on our site: trafic!Make it visible for everyone (not only people whofollow blogs and use twitter)
  44. 44. Follow up and stimulate conversation
  45. 45. 2013: Flanders is a tour
  46. 46. 2014: Flanders Fields
  47. 47. CONCLUSION (MARKETING POW) BLOGGERS EAT JOURNALISTS FOR BREAKFAST ! 
  48. 48. Thank you!Frank Cuypers @FCuypersVisitflanders @visitflanders
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