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Holland Marketing Presentation

Holland Marketing Presentation. A Warm. Conrad van Tiggelen – Director Marketing. Tere. is. Agenda. Mission Objectives Core Competences Organizational Structure Source Markets Marketing Strategy Segmentation Co-creation with Partners. Vision, mission -> ambition.

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Holland Marketing Presentation

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  1. Holland Marketing Presentation A Warm Conrad van Tiggelen – Director Marketing

  2. Tere is

  3. Agenda • Mission • Objectives • Core Competences • Organizational Structure • Source Markets • Marketing Strategy • Segmentation • Co-creation with Partners

  4. Vision, mission -> ambition • We are connecting public and private partners, cross-sectoral, based on (inter)national consumer demand and using Holland as an umbrella brand.Joining (financial) forces based on common goals and objectives delivers more strength and competitive power. It contributes to the efficient and effective marketing of ‘Holland’.It creates added value for destination Holland in general and the stakeholders involved in particular. • We are the authority in the field of research, branding and (consumer) marketing of Holland and deliver added value and the best return on investment for our partners.

  5. Objectives 2012 - 2015 • 3.4 million international visitors as a result of our Marketing Activities • 1.37 billion Euro in expenditures as a result of our Marketing Activities

  6. Core Competences • Representation & networks • Local partnership development • Market intelligence Country network

  7. Organizational structure Core business

  8. Marketing

  9. Business Development & Operations

  10. Source markets: criteria • Current market volume & value • Future volume & value potential • Accessibility • Influence NBTC • Investment potential & willingness partners • Strategic motivation

  11. Source Markets OFFICES REPRESENTATIONS • Germany * Russia • Belgium * Brazil (2nd half 2012) • United Kingdom • France • Italy • Spain • Scandinavia • USA & Canada • Japan • China

  12. Marketing Strategy • The Creative City • => CityBreak Campaign • => ArtsHolland • Creative & Innovative • Open Minded & Welcoming • International Oriented • Entrepreneurial Pragmatic • Sustainable • The Story of Holland • The Creative City • The Varied Coast • The Healthy Countrylife • The Inspiring Meeting 2 6 Holland DNA A B C D Holland DNA Brand Values 1 3 5 4

  13. International Travel and life style segmentation • 6 lifestyle dimensions • Cultural openness • Material status • Family & tradition • Norms & authority • Excitement & adventure • High culture • 5 travel dimensions • Security • Challenge • Togetherness/family • Enjoyment • Exploration 10 Countries • Travel behaviour • Travel frequency • Business vs leisure travel • Visited countries • Used accommodations • Kind of holiday undertaken • Interest in pmpc’s Holland • Media behaviour • General use of internet, newspapers, magazines • Sources used for preperation trip At least 1.000 interviews per country

  14. Traditionals ‘Having a good time, when we’ve deserved it’ • Size & Countries • Overall: 22% of the population • NL 35% DK 34% SE 26% IT 27% FR 25% • UK 22% ES 21% US 21% BE 21% DU20% • Socio demographic • Over represententation 50 years and older • Mostly couples with older kids or empty nesters • Below average education • Low-medium income, but higher disposable income • since the standing charges are lower. • Ability: more time, average money • Media behavior • Low on media use: read newspapers and • magazines less then average • Average use of internet in general, low use of • internet for booking a trip • Often use one main source of information before • booking a trip, mostly information from family • or friends. • Life Style • Attached to tradition • Calm & harmonious life • Family life is important • Family is more important then career • Traditional division of roles in family • Acceptance of rules and regulations • Risk averse: regular, orderly and discipline • Locally oriented • Oriented on liked-minded people • Focus on passive entertainment • Travel behavior • Average travel intensity: • 0-1 long trip per year • 1-2 short trips per year • prefer midrange hotels and for holidays in • Holland also holiday houses • don’t travel much for business • Competition Holland: mostly neighboring • countries Belgium and Germany • Mainly interested in.. (for travellers from Holland and neighbouring countries) • Travel motivation • Security and safety are important • Mostly more focus on the travel company (family • and friends) then on the destination • During holidays like to be surrounded by liked- • minded people • In general locally oriented • Adverse to challenges • Nostalgia Holland Beach Life Holland The Good Life

  15. Mainstream ‘Having fun with the family’ • Size & Countries • Overall: 17% of the population • NL 24% DK 19% SE 27% IT 13% FR 14% • UK 20% ES 17% US 29% BE 19% DU16% • Socio demographic • Over represententation 35-45 years • Mostly couples with children • (Below) average education • Low-medium income • Ability: less time, average money • Media behavior • Low on media use: read newspapers and • magazines less then average. Due to the lack of • time • Average use of internet in general • Often use two main source of information before • booking a trip, mostly information from friends • and the internet. • Life Style • Balancing between traditional norms and • values and change • - Family oriented • Traditional division of roles in family • Work for security and challenge • - Want status and respect • - Materialist orientation • - Feel let down by society • Law and order • - Longing for authority, leadership and rules • - Locally oriented Holland Country Fun • Travel behavior • Low travel intensity: • 1 long trip per year • 0-1 short trips per year • long lead time for holidays: book 3-6 months • ahead • prefer midrange hotels and for holidays in • Holland also holiday houses or mobile home • don’t travel much for business • competition Holland: mostly neighboring countries of the origin destination • Mainly interested in.. (for travelers from Holland and neighboring countries) • Travel motivation • Security and safety are important • Mostly more focus on the travel company (family) • then on the destination • - Mostly only take holidays with family • During holidays like to be surrounded by liked- • minded people • In general locally oriented • Like to consume and be amused: focus on • passive entertainment Holland Beach Life

  16. Upper Class quality seekers ‘Spending quality time together’ • Size & Countries • Overall: 17% of the population • NL 12% DK 12% SE 9% IT 13% FR 26% • UK 13% ES 9% US 12% BE 23% DU22% • Socio demographic • Over represententation of 35 to 45 years • Mostly couples with kids or empty nesters • Higher educational level • Higher income • Ability: less time, more money • Media behavior • High on media use: read newspapers and • magazines more then average • Highest use of internet in general and in • information process for holidays. • Highest use user generates sites and information • from family and friends as main sources for • holidays. Holland City Style • Life Style • Attached to traditional norms & values, • protection of social status • Family life is important • Work provide status and identity • Traditional division of roles in family • Take note of etiquette • Acceptance of rules and regulations • Risk averse: regular, orderly and discipline • Interested in politics and history • Internationally oriented • Travel behavior • High travel intensity: 2 long trip per year, 3 or • more short trips per year • Medium lead time: book 1 to 3 months ahead • Prefer midrange or more high end hotels. For • Holland also more luxurious holiday houses • Travel for business: mainly individual business • trips and international meetings. • Competition Holland: wide variety of countries, • mainly surrounding and Mediterranean • countries • Mainly interested in.. • Travel motivation • Take different kind of holidays with different travel • motivations: with the family, only with partner or • group of friends. • On holidays with family: more focus on the travel • company then on the destination: spending quality • time together. • Comfort and luxury are more important: more high • end hotels and restaurants and use of relax facilities • - More then average interest in high culture • In general international oriented Holland The Good Life

  17. Postmoderns ‘Travelling is an experience’ • Size & Countries • Overall: 22% of the population • NL 21% DK 23% SE 22% IT 24% FR 21% • UK 22% ES 25% US 15% BE 18% DU21% • Socio demographic • Slight over represententation 35-45 years (high • diversity in ages between countries ) • a lot per country) • Mostly couples and families • Higher educational level • Medium-high income • Ability: more time and more money • Media behavior • High media use: read newspapers and • magazines more then average (take the time to • read) • High use of internet in general and in looking • and booking for holidays • Internet, family and friends and user generated • sites are the main sources of information. Holland City Style • Life Style • - Individualists • - Immaterial values are important • - Open minded & tolerant • - Freedom and independence are important • - Break moral boundaries • - Self actualisation • - Seeking for experiences • Mix high and low brow culture • Hedonism • Internationally oriented Life Style & Values • Travel behavior • High travel intensity: • 2 or more long trip per year • 3 or more short trips per year • Short lead time: book 2 months or less ahead • prefer midrange hotels , also for trips to • Holland • travel for business, but less then upper class • Competition Holland: wide variety of countries, competition depending on type of holiday. • Mainly interested in.. • Travel motivation • Travel a lot and different kind of holidays • Often more focus on the destination then on the • travel party • Like meeting people from other countries and • cultures • The cultural experience of a destination is • important: cultural sights and museum, but also • meeting locals, going to festivals/events, etc.

  18. Holland Classics Achievers ‘Getting everything out of life’ • Size & Countries • Overall: 22% of the population • NL 9% DK 12% SE 17% IT 23% FR 25% • UK 23% ES 28% US 23% BE 21% DU20% • Socio demographic • Over represententation 35 years and younger • Mostly couples or singles • High educational level • Medium-high income • Ability: less time – more money • Media behavior • High media use: read a lot of newspapers and • magazines. • High use of internet in general and in looking • and booking for holidays • Use a lot of different sources of information, but • focus on internet an user generated content Holland City Style • Life Style • Individualists • Materialists • Status oriented • Career oriented: career is more important then • family • Thrill seeking • Hedonism • Want to get every thing out of life • Internationally oriented Life Style & Values • Travel behavior • Average travel intensity: < 1 long trip per year, • 1-2 short trips per year • Short lead time: mainly book less then 2 • months ahead • prefer midrange and high end hotels • travel for business , but less then upper class • Competition Holland: mostly other cities in • Europe • Mainly interested in.. • Only Asia • Travel motivation • Mostly more focus on the destination then on the • travel company • Travel in differ t travel groups, mostly with partner • or friends • Want to get everything out of a holiday: pressure to • perform and having fun. • Good quality accommodation and restaurants are • important • Are looking for active entertainment like trendy bars • clubs and events. But also like shopping.

  19. Co-creation with Partners: Development of marketing programs & activities Researcher Country Managers PR Consultant Marketing Consultant Online Consultant PARTNERS Regions, Cities, Airlines, Hotels etc. Program Manager

  20. Co-creation with Partners: Execution of marketing programs & activities Researcher Country Managers PR Consultant Marketing Consultant Online Consultant PARTNERS Regions, Cities, Airlines, Hotels etc. Program Manager

  21. Co-creation with Partners:Execution of marketing programs & activities Holland DNA

  22. Questions? Tänan tähelepanu eest

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