2 nl case- brussels
TRANSCRIPT
The Dutch approach
Ilse BoersWaterReijk – EDEN IV
The Dutch approach
Purpose of this presentation: offer an example of how national networks can work together, and form an European network.
Given challenge: Absence of a governmental funded National Tourist Board.
Typical Dutch: the bottom up approach. Sites are in the lead.
EDEN.NL
2010
2009
2011
2012
EDEN.NL
Working together
First step: Defining the network• Why we want to be a network• With what purpose• On which conditions
Working together
EDEN.NL
NETWORK
SHARING KNOWLEDGE
REPRESENTING NL IN EU NETWORK DISCUSSION WORKING TOGETHER
PRODUCTDEVELOPMENT PROMOTION
Working together
The second step: Building the network• 4 winners and the runners up• Active participation in the NL network• Get together 2-3 times a year:– Visiting eachothers sites– Get to know eachother and eachothers challenges– Share knowledge to learn form eachothers
approach, successes (or mistakes) and help eachother facing their challenges.
• Communicating through linkedIn, sharing through dropbox
Working together
The third step: Promoting EDEN NL• Promoting the EDEN-destinations in the
Netherlands eventhough there aren’t any clear commonalities that are promising for marketing.
• We do have in common:– Situated in NL– EDEN (thus hidden treasures)– Target group
Working together
Work in progress:• Key in our approach: the target group through
lifestyle segmentation• Connecting with them (and media) through
concept “Verborgen schatten” (Dutch for hidden treasures)
Working together
How?• Making visible what each site has to offer for
the target group:– Tales from the sites (myths, sagas, legends)
They give an extra dimension to the (origin of the) landscape
– Experiencing the history – Experiencing the crafts of sites
• Goal is inspiring the target group to visit a site: “Did you enjoy this site, we expect you like these sites to!”
Working together
Means?• Development of a multilingual website• Facebook.com/EDEN-Nederland, Google+,
pinterest (like us, please )
• SEA• Invited eachothers press contacts and bloggers
(also international, thank you Artis)
• Estimated costs in 2013-2104 € 10.000,-• Funding through sites and a contribution of the
ministry of Economic Affairs
Dreaming of the future?
EDEN.EU
EDEN.<YOUR COUNTRY>
EDEN.<YOUR COUNTRY>
EDEN.<YOUR COUNTRY> ETCETERA
Every country a national networkOne representative per country in EDEN.EU +===================================Getting things done?
Want to know more?
Visit the Dutch delegation during the brake or send us an email: [email protected]