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Developing communication concept. Case study of TOURCOM. Rok Klančnik

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Developing communication concept. Case study of TOURCOM.
Rok Klančnik

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Developing communication concept. Case study of TOURCOM. Rok Klančnik

  1. 1.          
  2. 2. 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                                                                                                                                                                           
  3. 3. TOURCOM          
  4. 4. TOUR COM          
  5. 5. TOURism COMmunications          
  6. 6. in TOURism Strategic COMmunications a UNWTO brand aimed at capacity sharing in tourism communicatons          
  7. 7. STRATEGIC COMMUNICATIONS , as media relations, marketing communications, image building, branding, crisis communications, image recovery you name it ...          
  8. 8. ... 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.          
  9. 9. the Magic Pyramid Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply
  10. 10. the Magic Pyramid – where are the media? Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply
  11. 11. W here are the media? ON TOP OF IT Representative (t ourism ) Organizations Destinations communications process Operational (private) sector Demand & supply Media
  12. 12. 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)
  13. 13. W here are the media? ON TOP OF IT “ Private-public partnership needs the third partner – the media.” (First World TOURCOM, 2004)
  14. 14. TOURCOM scheme
  15. 15. TOURCOM scheme
  16. 16. 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 <ul><li>TOURCOM – world conference </li></ul><ul><li>TOURCOM – regional conferences </li></ul><ul><li>TOURCOM best practices and conference proceedings </li></ul><ul><li>TOURCOM – national workshops an seminars </li></ul><ul><li>TOURISM ENRICHES CAMPAIGN </li></ul><ul><li>»TOURCOM NETWORK« OF COMMUNICATION EXPERTS </li></ul><ul><li>CRISIS COMMUNICATIONS CELL (not implemented) </li></ul><ul><li>THE WO(R)LD – UNWTO Stylgeuide on tourism journalism </li></ul><ul><li>(not implemented) </li></ul>
  17. 17. <ul><li>TOURCOM - WORLD CONFERENCE ON TOURISM COMMUNICATIONS </li></ul><ul><li>29- 30 January 2004 - Madrid, Spain </li></ul><ul><li>TOURCOM REGIONAL CONFERENCE FOR ASIA AND THE PACIFIC </li></ul><ul><li>20-21 May 2005 - Nusa Dua, Bali - Indonesia </li></ul><ul><li>TOURCOM REGIONAL CONFERENCE FOR THE MIDDLE EAST AND </li></ul><ul><li>NORTH AFRICA </li></ul><ul><li>20 - 21 September 2005 - Amman, The Hashemite Kingdom of Jordan </li></ul><ul><li>TOURCOM REGIONAL CONFERENCE FOR EUROPE </li></ul><ul><li>12 - 13 October 2005 - Riga, Latvia </li></ul><ul><li>TOURCOM REGIONAL CONFERENCE FOR AFRICA </li></ul><ul><li>10 - 11 May 2006 - Bamako, Mali </li></ul><ul><li>TOURCOM REGIONAL CONFERENCE FOR THE AMERICAS Rosario, Santa Fe, Argentina, 28-30 May 2006 </li></ul>Chronology of TOURCOM conferences
  18. 18. 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 <ul><li>Tourism and media relations </li></ul><ul><li>Corporate communications and public affairs </li></ul><ul><li>Inter-cultural communications </li></ul><ul><li>Global media and broadcasting </li></ul><ul><li>New technologies (Internet and networking) </li></ul><ul><li>Advertising </li></ul><ul><li>Branding </li></ul><ul><li>+ </li></ul><ul><li>CRISIS COMMUNICATIONS </li></ul>
  19. 22. WORLD TOURISM DAY THEME 2006

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