September, can also be considered as the month of fresh beginnings, and during the last few days we have seen the launch of quite a few exciting destination marketing initiatives. This week we have chosen to focus on the most recent collaboration and tourism partnerships at a destination level, this time especially focusing on examples of tight market segmentation profiling such as in the cases of France and Holland.
Also, in the spirit of the month, we are excited to invite you to check out our revamped website, where you can also find this and all the other blog posts gathered per category on the dedicated Blog section.
Europe’s New Campaign
Highlighting the diversity Europe offers to tourists, the European Union has just launched a new campaign promising a lifetime experience of the continent’s rich cultural heritage and stunning natural beauty to visitors from India, Brazil, Russia, China, Chile and Argentina.
The Europe – whenever you’re ready campaign, which runs from this September to December 2013, is designed to remind tourists from these target markets to discover the old continent.
Thematic packages and itineraries, covering all four corners of the EU, are showcased, including pan-EU and regional tours on religious, cultural heritage and gastronomic themes—like wine and olive oil routes—and tailored packages incorporating historic and natural UNESCO sites according to Antonio Tajani, European Commission Vice-President, responsible for Industry and Entrepreneurship.
The campaign, which is financed by the European Commission, would be organised in partnership with the European Travel Commission (ETC) — the umbrella organisation for national tourism boards in Europe.
It also aims to add value to promotional activities of member states and the European tourism industry.
Well known travel writers, journalists and bloggers would be part of the campaign which would showcase the wide variety of unique opportunities that Europe offers to international tourists.
More: www.visiteurope.com, Europe.whenever.youre.ready, ec.europa.eu
France Asks “What’s Your Vineyard Style?”
Atout France–the France Tourism Development Agency is putting French vineyards in the spotlight through a huge online campaign in partnership with its Wine Tourism Promotion Club, which encompasses 17 wine regions. Other campaign partners include the French Ministry of Agriculture and VBT, a tour operator offering walking and biking tours.
For this campaign, Atout France is highlighting seven of France’s major wine regions: Champagne, Burgundy, Aquitaine, Rhone Valley, Alsace, Macon and Midi-Pyrenees. Participants are able to take the quiz “What’s Your Vineyard Style?” to form their ideal vacation itinerary based on their “character”, by choosing between preferences like cities or countryside and Beef Bourguignon or Salmon Tartare.
After completing the quiz, each person will be matched to a particular wine region based on their answers. Participants also have access to special deals, itineraries and trip ideas based on their matching wine region.
Approximately 7 million people will be reached through this online campaign, including subscribers of The New York Times, the Travel Channel, Smithsonian Magazine, Fodor’s and Atout France’s consumer newsletter.
More info: us.franceguide.com, heraldonline.
“Faces of Holland” & Orbitz
The Netherlands Board of Tourism & Conventions (NBTC) and Orbitz just announced a joint marketing partnership to launch NBTC’s new leisure marketing campaign, “Faces of Holland.” The campaign encourages travelers to learn and explore the fascinating stories behind Holland’s most recognizable icons, like canals, bicycles, windmills, tulips and Dutch Masters such as Rembrandt and Vermeer.
Throughout the campaign, NBTC and Orbitz Worldwide will work together to leverage new cross-platform media programs that will increase awareness of Holland as a leisure destination and drive online travel bookings amongst target audiences.
A wide range of strategic marketing efforts are to be employed, including retargeted online ads, while in addition to the icons of Holland, major upcoming events are also to be highlighted throughout the campaign.
NBTC has launched a “Faces of Holland” website which includes original videos and specific itinerary suggestions to help travelers meet all the “Faces of Holland”.
More info: www.holland.com