Případová studie_Stezka korunami stromů Krkonoše

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.

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

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

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

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

• 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

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

Overviews
September 2016 – April 2018
Czech Republic:
Outputs: 740
Impact: 135 145 984
International:
Outputs: 34

Radio 4 %
TV 1 %
Online 41 %
Print 54 %
Outputs by media type

Monitoring digest – news media média
ces katelevize.cz

Monitoring digest – news media
Idnes.cz/Hradecký kraj

MF DNES

ihned.cz lidové noviny

tn.cz blesk

čt sport

Monitoring digest– lifestyle media
Magazín Víkend DNES

Monitoring digest – lifestyle media
moje zeměrodina dnes

chvilka pro tebebetynkamůj svět

camperreismagazinelonely planet

O2.pl

Monitoring digest – foreign media
radiowroclaw.pl

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

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

Posts digest – Facebook

Posts digest - Facebook
videos

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

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

Případová studie_Stezka korunami stromů Krkonoše

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