Miek De Roeck: Fashion in Antwerp. Niche Destination Marketing

•

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SoMeT: A New Model for Destination Marketing

The secret is out. Antwerp’s niche fashion campaign had gone global. A social campaign had turned the city into a fashion capital, driving newly interested visitors to come explore, experience and shop. Of course, in line with destination, all of Antwerp’s marketing had been done in style. Highlights of this #SoMeT14EU presentation are summarized on our blog. http://www.sometourism.com/somet14eu-destination-marketing-done-style/

Travel

Niche
des)na)on
marke)ng
Miek
De
Roeck
Ac)ng
Director@
Antwerp
Tourism
&
Conven)ons

Why
2013
was
a
special
year
•
In
2013
the
Academy
existed
50
years
•
Jubilee
edi)on
of
the
Academy’s
show
•
The
Fashion
museum
hosted
a
retrospec)ve
about
Antwerp
fashion
•
AT&C
launched
new
fashion
products
and
a
fashion
campaign
to
re-‐establish
Antwerp
as
a
Fashion
capital

Keywords:
What
were
our
goals
-‐
History
of
Antwerp
as
a
fashion
city
-‐
Life
aRer
the
Antwerp
Six,
get
the
fashion
scene
out
-‐
Grow
the
Community
Antwerp
–
City
of
fashion

FASHION
IN
ANTWERP
•
•
Website
www.fashioninantwerp.be
•
Fashion
Maps
•
Applica)on
on
iOS
and
Android
Target:
•
experienced
fashion
lover
•
city
tripping
shopping
lover

FASHION
IN
ANTWERP
campaign
• Blogger
outreach
October
2013
• Team
up
with
Think!
social
media
and
Tourism
Flanders
• An
A
list
of
25
fashion
bloggers
• Targets:
• Get
to
know
the
fashion
bloggers
and
get
them
involved
in
the
story
of
Antwerp
fashion
• Grow
the
Antwerp
fashion
community
on
our
social
media
channels,
get
people
to
like
our
Facebook
page
on
fashion

Our
step
by
step
approach
• Step
1.
Invite
the
bloggers
to
Antwerp
• Step
2.
Invent
a
crea)ve
Facebook
campaign
• Step
3.
Get
the
bloggers
involved
in
the
campaign
• Step
4.
Make
some
noise
about
the
campaign
• Step
5.
Choose
a
winner
to
join
the
blog
trip
• Step
6.
A
real
fashion
extravaganza
trip

Step
1
• We
invited
25
fairly
famous
fashion
bloggers
to
come
and
experience
a
unique
fashion
trip
– Cup
of
couple,
Dandy
Dairy,
StyleScrapbook,
Zoë
Macaron,
Yu
Masui,…

Step
3.
get
the
bloggers
involved
in
the
campaign

Step
4.
Make
some
noise
about
the
campaign

Step
5.
The
bloggers
came
up
with
a
winner

Results
for
the
app
and
website
– Applica)on
• 600+
downloads
and
regular
updates
• Major
part
on
iOs
(97%)
– Website
• Average
of
3200
visitors/month

RESULTS
MOOD
BOARD
• 4.976
people
visited
the
mood
board.
• 201
mood
boards
were
created
• With
1027
different
Instagram
images

AD
RESULTS
• 3.802
new
Facebook
fans
via
ads
• Average
cost-‐per-‐click
(CPC)
€
0,29
(sector
average
at
€
0,50)*
• Average
click-‐through-‐rate
(CTR)
0,065%
(while
the
sector
average
is
0,040%)*
• Costs/like:
€
1,63
hop://www.likeconomics.nl/2012/08/adverteren-‐op-‐facebook-‐een-‐compleet-‐overzicht/
• De
ads
targeted
to
friends
of
fans
of
our
Facebook
page
were
the
most
succesfull
ones

FASHION
IN
ANTWERP
Facebook
• Growth
– 4500
fans
• Reach
– 1200
fans/day
• 7300
stories
• Superreach
– 2500
friends
of
fans/day

• 54
The
blog
trip
posts
were
wrioen
by
the
bloggers
• 192K
people
read
those
posts

• 547
The
blog
trip
tweets
#FASHIONINANTWERP
• 281K
people
got
involved

• 700
The
blog
trip
Instagram
pictures
#FASHIONINANTWERP

RESULTS
• Antwerp
in
top
ten
of
Fashion
capitals
in
the
world
(Global
language
monitor)
• A
fashion
community
that
keeps
on
growing
• Good
contacts
with
the
fashion
bloggers
(that
kept
coming
to
Antwerp
in
the
months
aRer
the
blog
trip
and
kept
on
wri)ng
aRer
the
blog
trip)

Next
steps
• Keep
on
talking
to
our
community
online
• Doing
more
blogtrips
to
convince
people
to
visit
Antwerp

Download
the
app
for
free
during
SOMET14EU
on:
Experience
Antwerp
Fashion
with
the:

FASHION
IN
ANTWERP
Ques)ons?
Feel
free
to
contact:
Antwerp
Tourism
&
Conven)ons
Miek
De
Roeck
Ac)ng
Director
miek.deroeck@stad.antwerpen.be
+32
3
338
95
02

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Transforming a DMO in a customer centric organization implies a double movement: no digital transformation without a human transformation. In his presentation, Frank Cuypers will discuss how a DMO should think like a festival. Frank is one of Europe’s leading experts on destination marketing and will bring an exciting international perspective. This will be a very informative and eye opening presentation that will force you to think outside the box. Frank has been consulting and transforming the DMO Visit Flanders for four years. He is a Associated Professor of Marketing at the University of Antwerp and also teaches City Marketing at Karel De Grote College. He is a firm believer in a new way of marketing destinations who argues constantly with people who still confuse marketing with promotion.

The marketing of tomorrow: How to transform a DMO

SoMeT: A New Model for Destination Marketing

Lauren Bath was back on the stage at SoMeT again this year! Lauren’s presentation covered her in-depth experience in the tourism industry as an Instagrammer and advice on undertaking these sorts of campaigns. Lauren also spoke to delegates about how to effectively work with influencers, emerging industry standards, making the most out of a social media campaign and what your budget will get you. Lauren is a chef turned photographer due to her early success on the popular social media platform Instagram. Becoming Australia’s first “professional Instagrammer” two years ago, has seen Lauren extend her skills from destination marketer to social media educator, consultant and strategist. Also delving into project management, Lauren is a wealth of information on social media campaigns, their KPI’s, working with influencers and more.

A changing landscape – how Instagram is paving the way for a new style of des...

SoMeT: A New Model for Destination Marketing

Senior Strategic Consultant for Destination Think!, Aaron Nissen is a digital native, who in his 11 years of experience, has worked on just about every kind of web project imaginable. Aaron was formerly the Director of e-Strategies for Travel Alberta where he managed an annual budget of $3.8 Million. He has served three years on advisory committees for Canada e-Connect and Online Revealed Canada. As part of Travel Alberta’s Management Committee, Aaron shared responsibility for setting the organizational strategy. He was responsible for building digital strategies that considered both internal and external stakeholders. Aaron has extensive experience working with large DMOs, Governments, and consortia partnerships. Aaron has been asked to speak at a wealth of conferences and Annual General Meetings, such as TIC BC, Canada eConnect, Cariboo Chilcotin Coast Tourism Association AGM, Tourism Kelowna AGM and the Travel Alberta Industry Conference.

Next level social media thinking and video content | Aaron Nissen | #SoMeT15...

SoMeT: A New Model for Destination Marketing

A travel blogger’s influence extends across multiple channels where they share stories, destination highlights, tips and recommendations that targets people moving through each of the five stages of travel. How can you then collaborate with travel bloggers in a way that maintains the integrity of their story, yet tap into their influence to showcase your destination, and commit them to visiting? Caroline (‘Caz’) Makepeace shared her insights into how they effectively marketed destinations on their road trip while keeping it very real to their own story. She offered tips on how to create these campaigns, choose the right bloggers and how to effectively work with them. Caz is the co-founder of yTravel blog with her husband, Craig. They’ve just finished an 18-month road trip around Australia with their children, collaborating with many tourism boards along the way. They’ve been featured on Lonely Planet, National Geographic Online, Virgin Australia, Expedia, and the Today Show. Their reach extends into the millions. yTravel have partnered with brands such as Nissan, Ford, Qantas, Amex, and Canon. They were invited as one of the top travel bloggers in the world to attend the first ever travel summit at the White House and regularly speak at travel, blogging, and social media conferences.

How to collaborate with travel bloggers to share your destination through the...

SoMeT: A New Model for Destination Marketing

So you’ve implemented an inspiring social media campaign and you’re getting loads of social traction, but what about the real results? Are you confident your social investment is driving real visitation to your region? It’s all well and good to have an engaged and growing social community, but how are you nurturing these social leads so they take the next step to actually visit your destination? In her presentation, Rebecca White offered practical insight and case study analysis of how the publishing of epic content, in conjunction with a well optimised website and a targeted communication plan, can help you to convert more of your social spectators into destination visitors. Rebecca is a tourism industry specialist with over 15 years in tourism marketing. After a decade with the South Australian Tourism Commission, Rebecca has helped many tourism businesses and destination marketing organisations grow their profits and visitor numbers through her consultancy work, facilitating eCourses through Tourism eSchool and speaking at tourism events. Content marketing is Bec’s specialty; she loves showing the tourism industry how to grow their visitor numbers and bookings by creating and sharing great content online.

The art of turning social spectators into destination visitors | Rebecca Whit...

SoMeT: A New Model for Destination Marketing

Destination Instameets have been done… and done… and done. So, how do we make them different? Hosted influencer activity isn’t just about capturing striking imagery to generate a spark in a potential visitor, pride in a local advocate, or an engagement from someone on the other side of the world. There has to be a conversion element, brand messaging and actively engaging content. Enter: timelapse and hyperlapse photography. In March 2015, Tourism NT hosted Australia’s first ‘Hypermeet’, inviting influencers to Do Instagram with a difference, and Do the Red Centre Way while they were at it! Cory Gale is a tourism professional with experience ranging across a range of tourism disciplines: marketing, communications, PR, Visitor Centre management, event management, and major attraction management. A proud Western Australian, Cory has worked at LTO, RTO and STO level for both government and NFP organisations. He has swapped golden shores and vineyards for deep, red earth – currently heading up social media at Tourism NT, working in the Social Media and PR Team.

Hypermeet in the Red Centre - An Instameet with a difference | Cory Gale | #...

SoMeT: A New Model for Destination Marketing

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