RAZVOJNA POLITIKA KONGRESNE DESTINACIJE LJUBLJANA 2012 – 2020
Finančna in gospodarska kriza je prizadela tudi kongresno industrijo po vsem svetu. Ker gre za gospodarsko in turistično dejavnost z najvišjo dodano vrednostjo in velikim potencialom za razvoj Ljubljane, je prišlo do odločitve Turizma Ljubljana, da s ključnimi deležniki pripravi
razvojno politiko kongresne industrije do leta 2020. Razvojna politika je sestavljena iz strateškega povzetka in manifesta kongresne Ljubljane 2020, analitičnega dela in rezultatov delavnic s ključnimi kongresnimi deležniki in rezultatov raziskave med kongresnimi udeleženci, ki je bila izvedena avgusta in septembra 2011.
Namen razvojne politike je oblikovati strateški okvir in določiti ukrepe, orodja in konkretne
aktivnosti za doseganje postavljenega razvojnega cilja, da Ljubljana dolgoročno ohrani položaj vodilne kongresne destinacije v JV Evropi na osnovi kazalcev mednarodnega
združenja ICCA (International Congress and Convention Association). Razvojna politika upošteva usmeritve že sprejetih dokumentov in jih povezuje v celoto.
Ključni cilji razvojne politike so:
1. S pomočjo razvojne politike doseči hiter in usmerjen razvoj kongresne industrije in tako postati v svetu prepoznavna in ugledna kongresna destinacija.
2. Definirati ekonomski pomen kongresne industrije za prihodnji razvoj Ljubljane
3. Izdelati akcijski načrt za doseganje ciljev.
4. Definirati ukrepe za trajnostni razvoj kongresne industrije.
V pripravo razvojne politike je Turizem Ljubljana vključil vse ključne akterje kongresne industrije, ki so temeljna izhodišča oblikovali na treh medsebojno povezanih delavnicah:
- Delavnica 1: Oblikovanje strateških izhodišč za razvoj kongresne industrije
- Delavnica 2: Portfeljska analiza produktov in analiza povpraševanja s segmentacijo trga
- Delavnica 3: Operativni in trženjski plan 2020
Skupina je oblikovala smernice in strateška razvojna področja ter definirala prednostne naloge. Pri oblikovanju širše projektne skupine smo poskrbeli za uravnoteženo sestavo, ki zajema vse ključne segmente kongresne industrije.
Projektna skupina:
Gorazd ČAD, GO.MICE
Tatjana RADOVIČ, Turizem Ljubljana
Jan ORŠIČ, Turizem Ljubljana
Maruša ROSULNIK, GO.MICE
Kako sta povezani inovativnost in blagovna znamka? Kaj je namen blagovne znamke in kako nastane? Odgovore vam bomo predstavili na brezplačni praktični dvodnevni delavnici, 13. in 14. oktobra v Ljubljani!
RAZVOJNA POLITIKA KONGRESNE DESTINACIJE LJUBLJANA 2012 – 2020
Finančna in gospodarska kriza je prizadela tudi kongresno industrijo po vsem svetu. Ker gre za gospodarsko in turistično dejavnost z najvišjo dodano vrednostjo in velikim potencialom za razvoj Ljubljane, je prišlo do odločitve Turizma Ljubljana, da s ključnimi deležniki pripravi
razvojno politiko kongresne industrije do leta 2020. Razvojna politika je sestavljena iz strateškega povzetka in manifesta kongresne Ljubljane 2020, analitičnega dela in rezultatov delavnic s ključnimi kongresnimi deležniki in rezultatov raziskave med kongresnimi udeleženci, ki je bila izvedena avgusta in septembra 2011.
Namen razvojne politike je oblikovati strateški okvir in določiti ukrepe, orodja in konkretne
aktivnosti za doseganje postavljenega razvojnega cilja, da Ljubljana dolgoročno ohrani položaj vodilne kongresne destinacije v JV Evropi na osnovi kazalcev mednarodnega
združenja ICCA (International Congress and Convention Association). Razvojna politika upošteva usmeritve že sprejetih dokumentov in jih povezuje v celoto.
Ključni cilji razvojne politike so:
1. S pomočjo razvojne politike doseči hiter in usmerjen razvoj kongresne industrije in tako postati v svetu prepoznavna in ugledna kongresna destinacija.
2. Definirati ekonomski pomen kongresne industrije za prihodnji razvoj Ljubljane
3. Izdelati akcijski načrt za doseganje ciljev.
4. Definirati ukrepe za trajnostni razvoj kongresne industrije.
V pripravo razvojne politike je Turizem Ljubljana vključil vse ključne akterje kongresne industrije, ki so temeljna izhodišča oblikovali na treh medsebojno povezanih delavnicah:
- Delavnica 1: Oblikovanje strateških izhodišč za razvoj kongresne industrije
- Delavnica 2: Portfeljska analiza produktov in analiza povpraševanja s segmentacijo trga
- Delavnica 3: Operativni in trženjski plan 2020
Skupina je oblikovala smernice in strateška razvojna področja ter definirala prednostne naloge. Pri oblikovanju širše projektne skupine smo poskrbeli za uravnoteženo sestavo, ki zajema vse ključne segmente kongresne industrije.
Projektna skupina:
Gorazd ČAD, GO.MICE
Tatjana RADOVIČ, Turizem Ljubljana
Jan ORŠIČ, Turizem Ljubljana
Maruša ROSULNIK, GO.MICE
Kako sta povezani inovativnost in blagovna znamka? Kaj je namen blagovne znamke in kako nastane? Odgovore vam bomo predstavili na brezplačni praktični dvodnevni delavnici, 13. in 14. oktobra v Ljubljani!
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
This article is all about what AI trends will emerge in the field of creative operations in 2024. All the marketers and brand builders should be aware of these trends for their further use and save themselves some time!
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
2. Slovenska turistična organizacija
STO je krovna
nacionalna turistična
organizacija,
ustanovljena s strani
vlade RS leta 1995
STO opravlja dejavnost
in izvajanja politike
trženja celovite
turistične ponudbe na
domačem in tujih trgih
Med ključne aktivnosti
STO uvršča
implementacijo
znamke I feel
Slovenia na področju
turizma
3. Slovenska turistična organizacija
Konkurenčni boj za del kolača na
globalnem zemljevidu vse ostrejši.
Slovenija je glede na uveljavljene
velike dežele/destinacije majhna,
toda butična in avtentična država.
Vprašanje: kako povečati
prisotnost na svetovnem
turističnem zemljevidu in
uspešno tekmovati z
uveljavljenimi konkurentkami?
Odgovor: s koncentracijo in
združevanjem NAPOROV in
SREDSTEV ter NASTOPANJEM
POD SKUPNO ZNAMKO I feel
Slovenia.
4. Implementacija
Znamke Slovenija v
slovenskem turizmu
Implementacija znamke I feel Slovenia, sprejete leta
2007, je bila najbolj intenzivna in dosledna prav na
področju turizma.
Slovenska turistična organizacija od samega sprejetja
znamke v vseh svojih tržno-komunikacijskih aktivnostih in
orodjih upošteva konsistentno in dosledno uporabo
smernic celostne grafične podobe znamke in vsebine
znamke.
POMEN IN VLOGA ZNAMKE I feel Slovenia
v trženju slovenske turistične ponudbe
5. Slovenska turistična organizacija (STO) pri definiranju celostne
grafične podobe znamke sledil sledečim smernicam:
1. Predpisani uporabi logotipa I FEEL SLOVENIA
2. Predpisanim besedam in besednim zvezam
npr. naprej z naravo /elementarnost / slovenska zelena / ravnovesje / spodbuja
/ aktivnost….
3. Predpisanim motivom
Primarnim motivom: narava (fotografija, zelena barva, zvoki narave,
rastlinje in živali, naravni materiali…)
Sekundarnim motivom: voda (fotografija, modra barva, zvoki vode, voda
sama…)
4. Predpisani tipografiji
5. Predpisanim barvam
Znamka I feel
Slovenia se je
najbolj
uveljavila prav
na področju
turizma
POMEN IN VLOGA ZNAMKE I feel Slovenia
v trženju slovenske turistične ponudbe
6. Značilne barve Znamke Slovenija
POMEN IN VLOGA ZNAMKE I feel Slovenia
v trženju slovenske turistične ponudbe
Zelena barva predstavlja
neokrnjeno naravo naše dežele.
Razen zelene sta značilni barvi
modra in bela, ki prav tako
predstavljata neokrnjeno naravo.
Vse tri barve predstavljajo
pristnost in neokrnjenost – jedro
Znamke Slovenija.
Vse tri barve se odražajo v
izbranih motivih in vsebini tržno-
komunikacijskih orodij STO.
7. V Sloveniji je zelena več kot le barva – zeleno predstavlja
največjo prednost Slovenije in slovenskega turizma:
NEOKRNJENO NARAVO
NAŠA VIZIJA JE JASNA
Zavezali smo se trajnostnemu razvoju
slovenskega turizma – varovanju ‘zelene
butičnosti’
JEDRO TURISTIČNE ZNAMKE
V samem jedru znamke je neokrnjena narava, ki
se odraža v ‘slovenski zeleni’ barvi.
ODGOVORNO RAVNANJE
Slovenska zelena opisuje tudi našo usmerjenost v
elementarno.
Znamka govori o neokrnjeni naravi in naši
osredotočenosti, da jo tako tudi ohranimo.
Jedro znamke
POMEN IN VLOGA ZNAMKE I feel Slovenia
v trženju slovenske turistične ponudbe
8. POMEN IN VLOGA ZNAMKE I feel Slovenia
v trženju slovenske turistične ponudbe
Razlikovalna in konkurenčna prednost znamke se izraža v
njenem jasno izraženem jedru. Jedro znamke opredeljujejo:
• ključne zaznane značilnosti
• tipične zaznane vrednote
• zaznana osebnost znamke.
9. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA’
Profil znamke 'I feel Slovenia’:
Slovenija je harmonija različnosti. Je zelen svet v malem, s
čudovito, neokrnjeno in nedotaknjeno naravo. Čist zrak in
odlična zdravilišča ji dajeta pogoje za zdraviliški turizem, ki
ga dopolnjujejo turistične kmetije, obdane z vodo in jezeri
in krasni ljudje ter številne naravne znamenitosti.
Slovenija je edinstvena in raznolika. Počutiš se varno,
domače in brezskrbno. Pomirjujoče je, saj je okrog tebe vse
precej zeleno in gozdno.
Slovenija je raj na zemlji za ljudi, ki se zavedajo, da je raj
povezan z naravo, prijaznimi ljudmi in bogato
raznolikostjo.
Iz tega profila in iz ključnih konkurenčnih
prednosti Slovenije izhaja pozicijski slogan:
Zelena, aktivna in zdrava Slovenija
10. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA’
Primarna ciljna skupina
● Aktivni posamezniki, pari, družine, ki poskušajo početi
različne stvari v naravi in si v njej nahraniti svojo dušo in telo in
ju napolniti z novo energijo. Razlikujejo se po demografskih
opredeliteljih, druži jih enak ali podoben življenjski
slog.
● Raziskovanje, življenje v naravi, umirjenost, zabava …
počnejo mnogo stvari in želijo jih početi več na enkrat.
Pri preživljanju prostega časa jih zanima tako golf kot
kolesarjenje ali hoja v hribe.
● Dobra hrana jim tekne, če je pripravljena iz domačih
sestavin, če so te sestavine ekološko pridelane, so še bolj
zadovoljni.
● Imajo pozitiven odnos do narave in cenijo njeno
nedotaknjenost, pristnost in raznolikost. Tudi zato si težko
predstavljajo, da ne bi preživeli vsaj dela dopusta v naravi in v
pristnem kontaktu z njo.
11. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA’
Komunikacijski sistem
Glede na to, da je Slovenija v primerjavi z večino evropskih
držav manjša, je smiselno okrepiti njeno enotno
komunikacijsko strategijo. Jedro znamke je potrebno
izražati na vseh komunikacijskih nivojih slovenskega turizma:
1. nacionalni nivo, je namenjen komunikacijam in
promocijskim aktivnostim Slovenije
2. regionalni in krajevni nivo je namenjen
komunikacijam in promocijskim aktivnostim posameznih
slovenskih regij in posameznih krajev;
3. nivo turističnih izdelkov oziroma aktivnosti je namenjen
komunikacijam in promocijskim aktivnostim dejavnosti
in aktivnosti v Sloveniji (kot na primer zdraviliški turizem,
kolesarjenje, pohodništvo, slovenska mesta …)
12. Krovna zgodba slovenskega turizma
Zdrava
Zelena in aktivna je zdrava
Slovenija.
Vsi trije elementi so v
harmoniji s trajnostnim
razvojem.
Zelena
Aktivna
14. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA’
Splošni oglasi, plakati
in pingvini s tematiko
SLOVENIJA.zelena.aktivna.zdrava.
In različice oglasov ob
uporabi „zgodb“
slovenskega turizma
16. TRURISTIČNA ZNAMKA ‘I FEEL SLOVENIA‘
Konsistentna in dosledna
uporaba smernic znamke I
feel Slovenia
v tržno-komunikacijskih
aktivnostih in orodjih STO.
Poseben poudarek je dan
neokrnjeni (zeleni) naravi
17. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA‘
Ni omejitev za implementacijo
znamke - niti takrat, ko gre za
skupni nastop v kombinaciji
z znamko druge države
Stojnica slovenskega
turizma na ITB Berlin 2012.
Skupna stojnica hrvaškega
in slovenskega turizma, s
katero nastopamo na
azijskih trgih
18. TURISTIČNA ZNAMKA ‘I FEEL SLOVENIA‘
Rezultati konsistentnosti
komuniciranja znamke v
orodjih se kaže v
povečanem zanimanju
(tuje) javnosti in priznanjih:
- 2008: nagrada za
najboljšo stojnico za
izvedbo poslovnih
srečanj, WTM London
- 2008: nagrada za
najboljšo stojnico na
sejmu MITT Moskva
- 2009: stojnica prejela
priznanje za najlepši
izgled na sejemu
KOFTA v Koreji
- 2011: priznanje za
razstavni prostor na
WTM London
- 2012: priznanje za
najbolj trajnostno
stojnico na MITT
Moskva
19. Primer implementacije znamke
– vizualno in vsebinsko – v projektih, ki komunicirajo
elemente znamke I feel Slovenia
Projekt
GreenLight WorldFlight
Think small - think ligh
t - think green!!!
TRURISTIČNA ZNAMKA ‘I FEEL SLOVENIA‘
Sodelovanje pri projektih,
ki komunicirajo iste
vrednote kot znamka I feel
Slovenia
20. Implementacija znamke malo drugače
t
TRURISTIČNA ZNAMKA ‘I FEEL SLOVENIA‘
Implementacija znamke
se vedno začne pri
menedžmentu.
Nacionalna znamka
pri tem ni nobena
izjema.
21. PERCEPCIJA ZNAMKE ‘I FEEL SLOVENIA’
SLOVENSKO IZVOZNO GOSPODARSTVO
Kar 96 odstotkov vprašanih,
pri produktih ki jih tržijo v
tujini, ne uporablja znaka
ali slogana 'I feel Slovenia'.
Mnenja, da bi znamko uporabili, če
bi poznali koristi in prednosti
njene uporabe je 37,3 % izvoznih
gospodarstvenikov. Če bi jo bolje
poznali, pa bi jo uporabilo le
24,2 % izvoznih gospodarstvenikov,
kar 49,5 % pa se s tem ne
strinja, znamke ne bi uporabili
tudi, če bi jo bolje poznali.n=103
SLOVENSKO TURISTIČNO GOSPODARSTVO
Dve tretjini (66 %) anketirancev
je pri tržnih aktivnosti v tujini
že uporabilio znak, slogan ali
druge elemente znaka ’I feel
Slovenia’.
Največ iz destinacijske in
produkcijske organizacije.
22. TUJI POTROŠNIKI – SPLOŠNA JAVNOST
Ko slišite za ime
države Slovenija, na
katere tri značilnosti
te države najprej
pomislite?
Percepcija tujih
potrošnikov o
Sloveniji
glede na državno
poreklo
anketirancev
Italija
Avstrija
Nemčija
Velika
Britanija
Japonska *Sheme so narejene s pomočjo aplikacije
Word cloud generator na www.wordle.net
23. TUJI POTROŠNIKI – SPLOŠNA JAVNOST
Predstavitev zdravilišč s sloganom 'I
feel Slovenia' še najmanj vpliva
na odločitev Britancev (M=3,0),
najbolj ter tudi značilno bolj kot na
druge pa na odločitev Italijanov
(M=4,2).
Vpliv znamke ‘I feel
Slovenia’ na nakup
storitve.
V primeru, da bi se slovenska
zdravilišča predstavljala z
zapisom 'I feel Slovenia', bi se
za izbiro oddiha v zdravilišču
verjetno oz. zelo verjetno
odločilo 74,5 % tujih
anketirancev, medtem ko bi se za
oddih v slovenskih zdraviliščih, če
se ta ne bi predstavljala z
zapisom slogana, verjetno oz.
zelo verjetno odločilo 51,6 %
anketirancev.
n=1344-1392
25. 60% površine prekriva gozd. 36%
površine je vključene v omrežje
Natura 2000. 4 x več vode na
prebivalca kot EU povprečje.
ZGODBA O SLOVENSKI ZELENI je
vpeta v znamko I FEEL SLOVENIA.
OBLJUBO ZNAMKE bomo uresničili
z razvojem zelenega turizma.
Strateške usmeritve zelenega turizma
1. SLOVENIJA JE ZELENA
Slovenia is green.
2. SLOVENIJA UKREPA ZELENO
Slovenia goes green.
3. SLOVENIJA PROMOVIRA
ZELENO
Slovenia promotes green.
KLJUČNA KONKURENČNA
PREDNOST SLOVENIJE
REPOZICIONIRANJE
SLOVENSKEGA TURIZMA
26. Hoteli z okoljskimi
znaki
Zelene destinacije
Zelena pisarna
STO
Zeleno
komuniciranje
(brošure, sejmi,
zeleni dogodki, javna
naročila itd.)
Raziskave in analize zelenega turizma (od 2008)
1.
Zelena
pisarna STO
3.
Informiranje
TURISTOV
4.
TURISTIČNI
PONUDNIKI
5.
VLADA
2.
PROMOCIJA
zel.ponud.
STRATEŠKE USMERITVE ZELENEGA TURIZMA SLOVENIA
GREEN!
SLOVENIA GREEN
Turizem definirati kot strateško panogo (s posrednimi učinki 12,1
% BDP)
Nova strategija razvoja (zelenega) turizma za 2012-2016
Aktivnosti za razvoj zelenega turizma komuniciramo s sloganom
SLOVENIA GREEN.
Spodbujanje
zelenega obnašanja
turistov
-Tujih
- domačih
HOTELI:
Spodbujanje
uvajanja
trajnostnih
poslovnih
modelov
DESTINACIJE:
Spodbujanje
razvoja zelenih
destinacij
Priročnik, Delavnice ,
Splet, Forum itd.
Medsektorsko
povezovanje
Ukrepi drugih
sektorjev za
razvoj zelenega
turizma
-Promet
-Kmetijstvo
-Okolje
-Kultura…
27. Pri organizaciji potovanja je bilo vodilo pustiti čim
manjši ogljični odtis:
I. Okolju prijazen prevoz
II. Hoteli
III. Trajnostno naravnane destinacije
Izračun ogljičnega odtisa: 18 kg CO2/osebo
Ogljična izravnava: 1 bukev v 55 letih
akumulira 276 kg CO2
OGLJIČNO NEVTRALNO ŠTUDIJSKO
POTOVANJE (STO, 2011)
Cilj:
1.Novinarjem,
tur.agentom in
turistom ponuditi
možnost okolju
prijaznega
potovanja
2. Spodbuditi slov.
turistično
gospodarstvo, da
uvaja trajnostne
poslovne modele
SLOVENIA
GREEN!
Slovenija ima znamko z zgovornim sporočilom – I feel Slovenia. Znamka Slovenija združuje vsa področja Slovenije, med njimi tudi turizem, v njenem jedru in identiteti pa se prepletajo čustva, čutenje ter slovenska zelena. Tako poteka vizualna in vsebinska vključitev znamke v vsa (nova) tržno-komunikacijska orodja, pri čemer je poseben poudarek dan neokrnjeni (zeleni) naravi. Vsa orodja so zasnovana z upoštevanjem povezanosti turistične znamke Slovenije z ostalimi področji/elementi, ki sestavljajo nacionalno znamko Slovenije, še posebej pa na dveh področjih: v kulturi in športu.
Slovenija ima znamko z zgovornim sporočilom – I feel Slovenia. Znamka Slovenija združuje vsa področja Slovenije, med njimi tudi turizem, v njenem jedru in identiteti pa se prepletajo čustva, čutenje ter slovenska zelena.
ZELENA
Slovenija je ena najbolj zelenih dežel na svetu. Z gozdnimi prostranstvi, z razkošjem čistih in zdravilnih voda, z izjemno biotsko raznovrstnostjo, z zavezo trajnostnemu razvoju se uvršča med zelene posebnosti Evrope. Primarna ciljna skupina za obisk Slovenije kot turistične destinacije so ljubitelji narave.
AKTIVNA
Raznolikost krajine in zelene danosti predstavljajo izjemne možnosti za aktivne počitnice (pohodništvo, kolesarjenje, smučanje, raznoteri vodni športi itd) v tesnem stiku z naravo. Narava navdihuje prebivalce in turiste.
ZDRAVA
Ljubitelji narave in aktivnega življenja imajo jasen cilj - ohranjanje zdravja in dobrega počutja. Naravne danosti, nadgrajene z aktivnostmi in doživetji v atraktivne turistične produkte visoke dodane vrednosti, so odlično izhodišče za zadovoljitev ključnih potreb in želja ciljne skupine turistov.
Vsa orodja so zasnovana z upoštevanjem povezanosti turistične znamke Slovenije z ostalimi področji/elementi, ki sestavljajo nacionalno znamko Slovenije, še posebej pa na področju športa.
Komunikacijska sporočila smo kreativno nadgradili z vključitvijo športnikov v promocijo slovenskega turizma in nadgradili pozicijo turizma iz »zelene Slovenije« v »zelena aktivna zdrava Slovenija« Slovenijo želimo predstaviti kot majhno raznoliko destinacijo z neokrnjeno naravo, v kateri je veliko priložnosti za aktivnosti oddih v stiku z naravo. Neokrnjena narava inspirira športnike, da dosegajo izjemne rezultate, inspirira vse nas, prebivalce, želimo, da prenesemo to inspiracijo na vsakega turista, ki obišče Slovenijo . V prostoru si lahko ogledate tudi fotografije, ki nastajajo v okviru projekta. Podobni koncept želimo oblikovati tudi na drugi področjih.