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Aviva Pearson

Aviva Pearson. Eye on Kosice: What Makes a Successful DMO. Congratulations on becoming European Capital of Culture 2013 …and the Creation of your first DMO!. What will a DMO do for Kosice?. Strengthen the competitive position in national and international travel and tourism markets

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Aviva Pearson

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  1. Aviva Pearson Eye on Kosice: What Makes a Successful DMO

  2. Congratulations on becoming European Capital of Culture 2013…and the Creation of your first DMO!

  3. What will a DMO do for Kosice? • Strengthen the competitive position in national and international travel and tourism markets • Increase tourism market share and annual visitor spending • Provide dynamic, innovative and research based marketing programs that are cost-effective, performance-driven and provide a proven return-on-investment • Assist businesses in tourism development and planning • Prepare the tourism workforce for the future

  4. A DMO will usually help tourism businesses reach the marketplace effectively by offering the following excellent services: • Offer access to thousands of unique visitors via destination websites • Manage Information Centres • Accommodation booking services through TIC and website for members • Advertising for member businesses and events through guides and publications • PR and publicity assistance • Assistance in sustainable tourism initiatives • Participation in Meeting Incentive Conference & Events (MICE) marketing

  5. A DMO will usually help tourism businesses reach the marketplace effectively by offering the following excellent services: • Joint marketing initiatives with National Tourist Boards (partnership marketing programmes) • Participation in advertising, allowing businesses to offer promotions • Packaging assistance for Group Travel organizers and promoters • Product development assistance for businesses • Access to research including visitor profiles, economic impact profiles, trends and behavioral data • Business Training • Consultation and communication with businesses via trade e-newsletter

  6. Positioning and Competitors • Identify visitor requirements – What is most important to your visitors? • Conversations with prospective visitors (focus groups) may give you useful information. It will also tell you the language – vocabulary – that visitors use when talking about your destination. • All destinations have competitors - You need to know who and where your competitors are. You need to know their strengths and weaknesses – as well as your own. (This can be done as a SWOT analysis to identify opportunities and threats) • Research – What do you need to know? • Analyse results – What does your research tell you? • Look at your product profiles and identify your USP (Unique Sales Proposition)

  7. Develop the Key Markets/ Themes -Product Clustering • Create Product Clusters - Especially for short breaks and first time visitors, people are less interested in a destination for its own sake and more interested in the experience they are likely to have. Build events and festivals into the appropriate cluster! e.g. • Close to Nature; lose yourself without getting lost. Experience the ‘wow’ factor courtesy of the area’s unrivalled natural beauty. For this visitor it’s all about fresh air, wildlife and stunning views. • At One with The Great Outdoors. Escape with a round of golf, some walking, cycling or fishing. • All ‘Partners” need to channel into the clusters…

  8. Local Business Success DMO marketing programmes are vital to the success of the destination, and for many of the local businesses, these marketing programmes are the only practical means for them to market and advertise their goods and services.

  9. DMO Marketing - Weapons of Choice • Improve website and online marketing significantly, including use of social networking • Use schools and the community groups to help bolster image • Create aggressive online PR campaign • 4G technology – apps, mobile phone technology • Banner advertising/contradeals • Microsites • Develop and undertake marketing campaigns in niche/targeted publications, both on and offline, including PR campaigns • Enhance look and appeal of arrival print and all collateral (TICs) • Increase visitor knowledge of Events and Festivals with awareness campaign through PR, email and ad placement. (NB Attract new Events & Festivals to Kosice)

  10. DMO Marketing - Weapons of Choice • Entice travel writers and GTO’s with FAM trips • Create monthly e-newsletter (for both visitors and businesses/stakeholders) . A special newsletter and microsite would be developed for GTO’s. • Attend key consumer/trade travel shows • Work on tandem campaigns with Businesses and TB’s - and other partners (i.e. Food Manufacturers – OPP’s) • Raise the profile of tourism to residents via local media • Work with local schools to create unique collateral (K4K) • Improve cross marketing between events • Help market potential of the area to tourism developers & investors

  11. DMOs on the Net: KPI’s • Improve and evolve the Kosice proposition and campaigns • Increase the number of unique visitors to http://visitkosice.eu • Increase the number of online bookings (equaling bednights) • Generate an increase in Advertising Equivalent Value (AEV) • Generate an increase in leads through promotions and contests • Increase domestic enquiries

  12. DMOs on the Net: KPI’s • Increase international visitation from overseas markets • Increase the amount of new email addresses to receive monthly visitor e-newsletter • Increase access to virtual brochure • Promote and manage an increased database of tourism-related listings • Creation of social network marketing campaigns • Feature travel ideas, travel packages, deals and discounts, and promotions on website

  13. Why DMOs invest heavily in the Internet • Reach (as usual) • Potentially lower cost • Easier to measure/evaluate the results effectively (definitely) • Flexibility (definitely) • Your marketing message is always available (definitely) • e-Marketing campaigns can be more engaging (definitely) • Personalisation (definitely)

  14. PR KPI’s • Generate an increase in AEV • Generate an increase in references to ww.visitkosice.eu, in print, on-air and online placements • Increase visitation to the online pressroom • Increase media outreach • Increase print and online story placement • Achieve an increase in Twitter followers and other social media websites • Host number of visiting media (give tip) • Develop 10 itineraries that showcase Kosice and invite top journalists and bloggers to participate in personalized media tours

  15. Groups and MICE: KPI’s • Increase domestic sales enquiries including group travel trade, meetings, events and sports • Maintain a comprehensive database of domestic group travel tour operators and meeting planners, communicating regularly and effectively through electronic and direct mail targeted marketing for qualified consumer, group travel trade, meetings, events and sports • Creation of Group Travel and MICE collateral for distribution at appropriate industry shows and DM’s.

  16. The Kosice Brand • Ensure the Kosice brand will: • Leverage Kosice strengths and heritage • Establish relevance with the target market • Differentiate from regional competitors • The Kosice brand needs to communicate: • Adventure/excitement/fun • all ages welcome/great variety of activities for everyone • Quality/a warm welcome

  17. The Kosice Brand • Look at commonalities amongst key market segments/clusters to develop overall brand strategy and positioning • Tell the audience what they don’t already know • Appeal to growth audiences without alienating tried and true core market

  18. Working in Partnership • DMO’s work in partnership with Planners, Police, Universities and Schools (Kids for Kids/Adventure Tourism – blogging), Businesses, communities, Government Organizations, Tourist Boards, Transportation providers, F&B, NGO’s, Food Producers, Sports Organizations, Community groups, Arts Councils, Heritage Councils, etc… • Many people, many ideas – make sure all partners are channeled into the ideas and the efforts are coordinated… • Work together to maximize the impact! (Attractions/Transportation Pass)

  19. Help Tourism and Allied Businesses by holding workshops and events • Marketing • PR • Product Development • Social Networking and Blogging • Brand development (Don’t ever forget about secondary spend and the multiplier effect – EIA’s)

  20. Sense of Place • Visitors need to celebrate Slovak/Kosice culture, history, heritage, food, folklore and fable, etc – BE UNIQUE • Teach businesses about developing “Sense of Place” and creating an even more unique product than what they are currently offering.

  21. Place Shaping • Make a destination user friendly for all intended markets • Win:Win situation for visitors and residents alike • Incentivise communities to get involved and put their stamp on the destination (same for events) • Literally “Paint the town red”. Really.

  22. European Capital of Culture • Go to Town using this banner – Awareness • World Travel Market Launch as a platform - working with the Slovak Tourist Board to push • Look what it did for Liverpool – hundreds of thousands of new visitors, increased investment into the city and region by businesses, a new convention centre - not just about the Beatles • Tourism is one of the most important sectors of the economy and allows excellent job prospects and progression for those who are not following the educational routes. It allows for local residents to create new businesses, employing local people, using local products.

  23. Make Kosice New and Exciting • Partnership = What’s in it for me? • Make it benefit all involved…increase volume and value for all businesses • Amazing Marketing and PR • Fabulous Branding • As there is no perception of Slovakia/Kosice, there is no negative perception • Make an amazing impact!!!!

  24. THANK YOU

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