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Tree
top
trail
CASE STUDY
Krkonoše Tree Top Trail
About the project
Krkonoše Tree Top Trail is a unique project that will,
as the first in the Czech Republic, take the visitors to
the treetops as well as to the roots.
The walk was built at the foot of the Černá hora
mountain in Janské Lázně in collaboration with the
Krkonoše National Park Authority who supports the
nature education concept.
The main idea of the Tree Top Trail is to support
people’s positive relationship with nature, both
through various educational elements and a unique
underground cave.
The Krkonoše Tree Top Trail, 45 m tall and 1,511 m
long, opened on 2 July 2017.
Krkonoše Tree Top Trail
Communication goals
Communication was delivered in several waves. The first one
was connected to the construction of the Tree Top Trail. The
second took place in spring before the official opening. The
third wave followed after the opening when we concentrated on
promoting the Tree Top Trail as an attractive tourist destination.
The communication focused on the Czech Republic but due to its
location also on the Polish borderlands and Benelux countries. The
goals were achieved through media relations and also through
social media.
Construction started: 	 September2016
Opening:	 2 July 2017
Communication time frame:	 September 2016 – April 2018
Coverage:	 Czech Republic, Poland, Benelux
Tools:	 Media Relations, Social Media, Stakeholders
Consultants:	 3
Krkonoše Tree Top Trail
Key messages
•	Attractive tourist destination in Eastern Krkonoše
•	Ideal destination for families with young children,
senior visitors and groups – quality leisure
•	Presentation of the unique natural heritage to
broad public from an unusual perspective
•	Underground cave – the first one to take the
visitors to the tree roots
•	Barrier free – full access for disabled visitors
•	Education – instructive elements – collaboration
with Krkonoše National Park Authority
•	Supports relation to nature – educational concept,
location
Krkonoše Tree Top Trail
Media relations
•	Preparation and delivery of agreed PR strategy
•	Coordination of media relations in the Czech
Republic and projects in Poland and Benelux
Events for journalists
•	4 press conferences
Social media management and communication
•	Profile setup
•	Strategy design
•	Content design
•	Community management
Activities
Tree
top
trail
Krkonoše Tree Top Trail
August 2016	 Collaboration starts
September 2016		2 press conferences on launch of construction
January 2017		Krkonoše Tree Top Trail FB profile setup
March 2017		Profile “wall” starts filling
April – May 2017 		Communication before the Tree Top Trail opening
		FB profile launch
June 2017	 2 press conferences
		Communication towards official opening of the Tree Top Trail
July 2017		Official opening of the Tree Top Trail Krkonoše Tree Top Trail 		
	 Instagram profile setup
August 2017 – April 2018		Communication of news from the Krkonoše Tree 				
	 Top Trail Promotion of the Tree Top Trail in media, continuous 	
	 social media management
Activities throughout the year
PR COMMUNICATION
Krkonoše Tree Top Trail
•	Communication focused on news and lifestyle media
•	Focus on Czech national and local media, projects
published in Polish and Benelux media
•	Outputs throughout all media types
•	Preparation and distribution of press releases
•	Individual communication with journalist,
collaboration with foreign journalists
•	Crisis communication regarding traffic situation in
Krkonoše
•	Daily monitoring, monthly and quarterly reports
•	Regular meetings with the client
•	Media training for client
Media Relations
Krkonoše Tree Top Trail
Four press conferences:
September 2018 		 – press conference on construction launch
					 – press conference for national media in Prague
					 – press conference for local media in Janské Lázně
June 2018				 – press conference on completion of the Tree Top Trail and its opening
					 – press conference for national media in Prague
					 – press conference for local media and Polish media in Janské Lázně
Activities delivered:
•	Selection and arrangement of location, catering, and technical equipment
•	Preparation and distribution of invitations, securing of key media participation: ČTK,
Hospodářské noviny, Novinky.cz, Impuls, MF DNES, Radio Wroclaw, etc.
•	Scenario draft, presentation for TK and press materials
Press conferences
Krkonoše Tree Top Trail
Overviews
September 2016 – April 2018
Czech Republic:
Outputs: 740
Impact: 135 145 984
International:
Outputs: 34
Krkonoše Tree Top Trail
Radio 4 %
TV 1 %
Online 41 %
Print 54 %
Outputs by media type
MONITORING DIGEST
Krkonoše Tree Top Trail
Monitoring digest – news media média
ces katelevize.cz
Krkonoše Tree Top Trail
Monitoring digest – news media
Idnes.cz/Hradecký kraj
Krkonoše Tree Top Trail
Monitoring digest – news media
MF DNES
Krkonoše Tree Top Trail
Monitoring digest – news media
ihned.cz lidové noviny
Krkonoše Tree Top Trail
Monitoring digest – news media
tn.cz blesk
Krkonoše Tree Top Trail
Monitoring digest – news media
čt sport
Krkonoše Tree Top Trail
Monitoring digest– lifestyle media
Magazín Víkend DNES
Krkonoše Tree Top Trail
Monitoring digest – lifestyle media
moje zeměrodina dnes
Krkonoše Tree Top Trail
Monitoring digest– lifestyle media
chvilka pro tebebetynkamůj svět
Krkonoše Tree Top Trail
Monitoring digest– lifestyle media
camperreismagazinelonely planet
Krkonoše Tree Top Trail
Monitoring digest– lifestyle media
O2.pl
Krkonoše Tree Top Trail
Monitoring digest – foreign media
radiowroclaw.pl
SOCIAL MEDIA
Krkonoše Tree Top Trail
Communication focusing on Czech Republic, through
campaigns also on Poland
Communication goals:
•	Increased awareness of the Krkonoše Tree Top Trail
•	Brand development
•	Growing number of followers
Activities:
•	Draft and design of communication strategy for
social media
•	Management of FB profiles from the beginning,
regular posting
•	Community building – reactions to comments, news
•	Publishing of own videos including 360° video
•	Delivery of paid campaigns
•	Reporting
Social media
Krkonoše Tree Top Trail
1. Before the opening (March-June 2017)
March-April:
•	Filling of the “wall” on the profile – information on the newly constructed Tree Top Trail,
news from Krkonoše
May:
•	Publishing of profile in 1st half of May
•	Communication of news from the construction site – erection of pillars as a key milestone
•	General information on the Tree Top Trail
End of May – delivery of first paid campaign:
•	Instagram profile setup
June:
•	Communication of information about the Tree Top Trail
•	Intensification of communication towards the opening – promo events, video invitations
of the special guests - The Tap Tap, Ewa Farna, Zibi Czendlik
2. After the opening (July 2017 – 23 March 2018)
•	Information on events and news at the Tree Top Trail, fun posts, videos with professionals
from National Park Administration speaking
Online communication timing
Two phases of communication
Krkonoše Tree Top Trail
Posts digest – Facebook
Krkonoše Tree Top Trail
Posts digest - Facebook
videos
Krkonoše Tree Top Trail
2 886 Total Page Likes	 – total number of “like page” over first 14 days after profile launch
					 – without paid campaign delivery
18 173 Total Page Likes	 – before the official opening of the Tree Top Trail on 2 July 2017
		
12 929 interactions		 – after profile launch until Tree Top Trail opening
					 – 10 344 „likes“
					 – 2 363 shares
					 – 222 comments
More than 300 queries	 – answered after profile launch until 1st half of July 2017
24 373 Total Page Likes 	 – total number of “like page” by 26 March 2018
162 posts				 – published from profile setup by 26 March 2018
2 100 likes			 – post with highest number of likes (without paid support)
40 000 video views		 – highest number of video views (without paid support)
20 campaigns			 – delivered between May 2017 and March 2018
					 – campaigns focusing on Czech Republic: 14
					 – campaigns focusing on Poland: 6
					 – types of campaigns: promo pages, raising awareness, video views, staff 		
					recruitment …
CZK 106 492			 – budget for campaigns between May 2017 – March 2018
Statistics – Facebook
Krkonoše Tree Top Trail
Media Relations:
•	Impact on key media in Czech Republic and Poland
•	740 outputs in key Czech media with 135 145 984 impact
without the need to invest in advertising
•	Outputs in prestigious media – Czech TV, most popular radios
(Impuls), key newspapers and lifestyle media
•	34 outputs in foreign media (e.g. Lonely Planet)
•	Major awareness enhancement re Krkonoše Tree Top Trail
•	Promotion of information on the new tourist attraction
throughout all media types
Social Media:
•	High increase of follower numbers even before actual opening
•	Rapid increasing of awareness about the project
•	High engagement
•	High organic impact of the posts
Social Media:
•	Thousands of people at the official opening
•	27 000 visitors during 1st week of operation
Outcomes from the collaboration
THANK YOU FOR YOUR ATTENTION
KNOWCOMM s. r. o. • Komunardů 20, 170 00 Praha 7
tel.: +420 774 547 902 • email: koutek@know.cz • web: www.know.cz

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Případová studie_Stezka korunami stromů Krkonoše

  • 2. Krkonoše Tree Top Trail About the project Krkonoše Tree Top Trail is a unique project that will, as the first in the Czech Republic, take the visitors to the treetops as well as to the roots. The walk was built at the foot of the Černá hora mountain in Janské Lázně in collaboration with the Krkonoše National Park Authority who supports the nature education concept. The main idea of the Tree Top Trail is to support people’s positive relationship with nature, both through various educational elements and a unique underground cave. The Krkonoše Tree Top Trail, 45 m tall and 1,511 m long, opened on 2 July 2017.
  • 3. Krkonoše Tree Top Trail Communication goals Communication was delivered in several waves. The first one was connected to the construction of the Tree Top Trail. The second took place in spring before the official opening. The third wave followed after the opening when we concentrated on promoting the Tree Top Trail as an attractive tourist destination. The communication focused on the Czech Republic but due to its location also on the Polish borderlands and Benelux countries. The goals were achieved through media relations and also through social media. Construction started: September2016 Opening: 2 July 2017 Communication time frame: September 2016 – April 2018 Coverage: Czech Republic, Poland, Benelux Tools: Media Relations, Social Media, Stakeholders Consultants: 3
  • 4. Krkonoše Tree Top Trail Key messages • Attractive tourist destination in Eastern Krkonoše • Ideal destination for families with young children, senior visitors and groups – quality leisure • Presentation of the unique natural heritage to broad public from an unusual perspective • Underground cave – the first one to take the visitors to the tree roots • Barrier free – full access for disabled visitors • Education – instructive elements – collaboration with Krkonoše National Park Authority • Supports relation to nature – educational concept, location
  • 5. Krkonoše Tree Top Trail Media relations • Preparation and delivery of agreed PR strategy • Coordination of media relations in the Czech Republic and projects in Poland and Benelux Events for journalists • 4 press conferences Social media management and communication • Profile setup • Strategy design • Content design • Community management Activities Tree top trail
  • 6. Krkonoše Tree Top Trail August 2016 Collaboration starts September 2016 2 press conferences on launch of construction January 2017 Krkonoše Tree Top Trail FB profile setup March 2017 Profile “wall” starts filling April – May 2017 Communication before the Tree Top Trail opening FB profile launch June 2017 2 press conferences Communication towards official opening of the Tree Top Trail July 2017 Official opening of the Tree Top Trail Krkonoše Tree Top Trail Instagram profile setup August 2017 – April 2018 Communication of news from the Krkonoše Tree Top Trail Promotion of the Tree Top Trail in media, continuous social media management Activities throughout the year
  • 8. Krkonoše Tree Top Trail • Communication focused on news and lifestyle media • Focus on Czech national and local media, projects published in Polish and Benelux media • Outputs throughout all media types • Preparation and distribution of press releases • Individual communication with journalist, collaboration with foreign journalists • Crisis communication regarding traffic situation in Krkonoše • Daily monitoring, monthly and quarterly reports • Regular meetings with the client • Media training for client Media Relations
  • 9. Krkonoše Tree Top Trail Four press conferences: September 2018 – press conference on construction launch – press conference for national media in Prague – press conference for local media in Janské Lázně June 2018 – press conference on completion of the Tree Top Trail and its opening – press conference for national media in Prague – press conference for local media and Polish media in Janské Lázně Activities delivered: • Selection and arrangement of location, catering, and technical equipment • Preparation and distribution of invitations, securing of key media participation: ČTK, Hospodářské noviny, Novinky.cz, Impuls, MF DNES, Radio Wroclaw, etc. • Scenario draft, presentation for TK and press materials Press conferences
  • 10. Krkonoše Tree Top Trail Overviews September 2016 – April 2018 Czech Republic: Outputs: 740 Impact: 135 145 984 International: Outputs: 34
  • 11. Krkonoše Tree Top Trail Radio 4 % TV 1 % Online 41 % Print 54 % Outputs by media type
  • 13. Krkonoše Tree Top Trail Monitoring digest – news media média ces katelevize.cz
  • 14. Krkonoše Tree Top Trail Monitoring digest – news media Idnes.cz/Hradecký kraj
  • 15. Krkonoše Tree Top Trail Monitoring digest – news media MF DNES
  • 16. Krkonoše Tree Top Trail Monitoring digest – news media ihned.cz lidové noviny
  • 17. Krkonoše Tree Top Trail Monitoring digest – news media tn.cz blesk
  • 18. Krkonoše Tree Top Trail Monitoring digest – news media čt sport
  • 19. Krkonoše Tree Top Trail Monitoring digest– lifestyle media Magazín Víkend DNES
  • 20. Krkonoše Tree Top Trail Monitoring digest – lifestyle media moje zeměrodina dnes
  • 21. Krkonoše Tree Top Trail Monitoring digest– lifestyle media chvilka pro tebebetynkamůj svět
  • 22. Krkonoše Tree Top Trail Monitoring digest– lifestyle media camperreismagazinelonely planet
  • 23. Krkonoše Tree Top Trail Monitoring digest– lifestyle media O2.pl
  • 24. Krkonoše Tree Top Trail Monitoring digest – foreign media radiowroclaw.pl
  • 26. Krkonoše Tree Top Trail Communication focusing on Czech Republic, through campaigns also on Poland Communication goals: • Increased awareness of the Krkonoše Tree Top Trail • Brand development • Growing number of followers Activities: • Draft and design of communication strategy for social media • Management of FB profiles from the beginning, regular posting • Community building – reactions to comments, news • Publishing of own videos including 360° video • Delivery of paid campaigns • Reporting Social media
  • 27. Krkonoše Tree Top Trail 1. Before the opening (March-June 2017) March-April: • Filling of the “wall” on the profile – information on the newly constructed Tree Top Trail, news from Krkonoše May: • Publishing of profile in 1st half of May • Communication of news from the construction site – erection of pillars as a key milestone • General information on the Tree Top Trail End of May – delivery of first paid campaign: • Instagram profile setup June: • Communication of information about the Tree Top Trail • Intensification of communication towards the opening – promo events, video invitations of the special guests - The Tap Tap, Ewa Farna, Zibi Czendlik 2. After the opening (July 2017 – 23 March 2018) • Information on events and news at the Tree Top Trail, fun posts, videos with professionals from National Park Administration speaking Online communication timing Two phases of communication
  • 28. Krkonoše Tree Top Trail Posts digest – Facebook
  • 29. Krkonoše Tree Top Trail Posts digest - Facebook videos
  • 30. Krkonoše Tree Top Trail 2 886 Total Page Likes – total number of “like page” over first 14 days after profile launch – without paid campaign delivery 18 173 Total Page Likes – before the official opening of the Tree Top Trail on 2 July 2017 12 929 interactions – after profile launch until Tree Top Trail opening – 10 344 „likes“ – 2 363 shares – 222 comments More than 300 queries – answered after profile launch until 1st half of July 2017 24 373 Total Page Likes – total number of “like page” by 26 March 2018 162 posts – published from profile setup by 26 March 2018 2 100 likes – post with highest number of likes (without paid support) 40 000 video views – highest number of video views (without paid support) 20 campaigns – delivered between May 2017 and March 2018 – campaigns focusing on Czech Republic: 14 – campaigns focusing on Poland: 6 – types of campaigns: promo pages, raising awareness, video views, staff recruitment … CZK 106 492 – budget for campaigns between May 2017 – March 2018 Statistics – Facebook
  • 31. Krkonoše Tree Top Trail Media Relations: • Impact on key media in Czech Republic and Poland • 740 outputs in key Czech media with 135 145 984 impact without the need to invest in advertising • Outputs in prestigious media – Czech TV, most popular radios (Impuls), key newspapers and lifestyle media • 34 outputs in foreign media (e.g. Lonely Planet) • Major awareness enhancement re Krkonoše Tree Top Trail • Promotion of information on the new tourist attraction throughout all media types Social Media: • High increase of follower numbers even before actual opening • Rapid increasing of awareness about the project • High engagement • High organic impact of the posts Social Media: • Thousands of people at the official opening • 27 000 visitors during 1st week of operation Outcomes from the collaboration
  • 32. THANK YOU FOR YOUR ATTENTION KNOWCOMM s. r. o. • Komunardů 20, 170 00 Praha 7 tel.: +420 774 547 902 • email: koutek@know.cz • web: www.know.cz