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NBTC business case Holland

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NBTC business case Holland

  1. 1. Business Case Conrad van Tiggelen Directeur Destinatie MarketingNederlands Bureau voor Toerisme en Congressen Amsterdam, 23 november 2011
  2. 2. My Virtual Life120100806040 WorldWideWeb20 01994
  3. 3. My Virtual Life12010080 1st edition60 Holland Site40 “database”20 01996
  4. 4. My Virtual Life120100 2ndediton80 Holland website60 “copy + images”4020 Holland 0 CD-ROM 1998
  5. 5. My Virtual Life1201008060 Minitel4020 0 2000
  6. 6. My Virtual Life120100 3rd edtion80 Holland website60 “enhanced version”4020 0 2003
  7. 7. My Virtual Life120100 Bloggers in80 Amsterdam6040 weblog trippist.com20 0 2006
  8. 8. My Virtual Life120100 Holland2.080 4th edition6040 Second Life20 0 2007
  9. 9. My Virtual Life12010080604020 0 2008 2009
  10. 10. My Virtual Life120100 5th edition80 Holland website604020 #Love Holland picture platform 0 2011
  11. 11. Online ToolsHolland.com11 language versions, 14 country sites5 million visitors per year40 million pageviews per year
  12. 12. Online Tools6 multi language campaign sites1,1 million visitors2,4 million pageviews
  13. 13. Online ToolsFacebook: VisitHolland/Hollande/Holanda/Olanda6 languages (English, Spanish, Italian, French, German, Dutch)+188,000 likes (of which +155,000 english)3.64 engagement rate (interactions per 1000)
  14. 14. Online ToolsTwitter: @VisitHolland / Holanda / Olanda4 languages (english, italian, spanish, german)23,000+ followers (of which 21+ english)2.7% interaction rate
  15. 15. Online ToolsFlickr: VisitHolland200 images7000 views
  16. 16. Online ToolsYouTube: Holland.com90 video’s350,000 views
  17. 17. Picture platform: Love.Holland.com1 language (Dutch)14,302 visitors, 8,820 unique28,500 unique pageviews
  18. 18. Online ToolsWeblog : Trippist.comTarget: College students 50,000 unique visitors
  19. 19. Online ToolsiPhone : Amsterdam App110,775 downloadsAvg. 135 per day.
  20. 20. Online Tools Multi-language E-Newsletters: 500,000 subscrib. 19 % av. open rate
  21. 21. The ChallengeDoelstelling : Bezoekers x Bestedingen => NederlandDoelgroepen (Motivaction model): • Traditionals • Mainstream families • Achievers • Upper class quality seekers • PostmodernsVragen : • Kiezen voor welke tools voor welke doelgroepen? • Hoe worden alle tools geintegreerd?

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