marketing plan 2017 - czech republic · 2014 2015 2016 since 2012 we have been presenting the czech...
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Marketing Plan 2017
Welcome to the Land of Stories
2012 2013 2014 2015 2016
Since 2012 we have been presenting the Czech Republic as the Land of Stories
2017: The Story of the Baroque Landscape and Its Architects
Aug. 23, 2016 4
The story of Baroque is imprinted in town palaces, aristocratic mansions and sacral buildings. The architecture is in harmony with nature, giving rise to the phenomenon of a Baroque landscape, which is noticeable to this day.
The major CzechTourism marketing theme of 2017 is the Story of the Baroque Landscape and Its Architects
The major CzechTourism marketing theme of 2017 is the Story of the Baroque Landscape and Its Architects
This theme will be presented to potential visitors by employing the creative Baroque through All the Senses concept
We will tell the story of Baroque through 9 topics
• The Best of Baroque - top sites, UNESCO, particularly long-haul markets • Baroque Gardens • Baroque under Your Own Steam: on foot or by bike • Mystical Baroque (religious sites) • The Most Beautiful Baroque Chateaux (music and theatre) • Geniuses of Baroque • Gastronomy and Traditions • Birth of the Modern Spa Industry • Undiscovered Baroque Sites – less known, but amazing places
The Best of Baroque The most significant sites of Czech Baroque include churches, majestic chateaux and palaces, gardens, unique sculptures as well as the splendidly preserved theatre. The extremely fruitful Baroque era is still recalled today by many various celebrations and musical or theatre festivals.
B A R O Q U E
The Best of Baroque at a Glance
PRAGUE KUTNÁ HORA KUKS
OLOMOUC KROMĚŘÍŽ
VALTICE MIKULOV ZELENÁ HORA
ČESKÝ KRUMLOV HOLAŠOVICE
The Best of Baroque at a Glance
Product
Communication of National Products in 2017
Culture routes Landscape tours Health and wellness MICE
• Prague The Baroque Landscape and Its
Architects
• Cultural trips (thematic trips)
The Baroque Landscape and Its Architects
• Cultural landscape The Baroque Landscape and Its
Architects
• Summer trips The Baroque Landscape and Its
Architects
• Winter trips (Snow and
Fun – product communications)
• Czech spas The Baroque Landscape and Its
Architects
• In a healthy and responsible fashion (healthy lifestyle)
The Baroque Landscape and Its Architects
• Czech Republic – an attractive M.I.C.E. destination
• International and national meetings
• Incentive tourism • Active sales
destinations The Baroque Landscape theme is in line with all of the products and can be easily implemented from the regional point of view. Constant exceptions to this are performance sports and B2B, which have their own communication lines.
Product Content
Regional distribution Drawing foreign tourists beyond the boundaries of Prague
Extension of the period stayed in the country
Creating an alternative to the current citybreaks
Expansion and improvement of the Czech Republic’s offer
Finding and promoting unique places throughout the whole of the Czech Republic
2017: Focus on Quality Goals In view of the existing growth dynamics (2015 recorded record results), we wish to concentrate more on quality parameters, particularly on:
New in 2017: B2B Catalogue with Regional Itineraries Our work generates the made-to-measure content of inspiring trips/itineraries around the Czech Republic, which can be offered by foreign offices to their B2B partners, and in the subsequent phase also to the B2C.
Key Markets
Prediction of tourist expenditure in the Czech Republic 2017 (source countries’ market shares)
TOP markets 40-60 %
Prosperous markets 20-30 %
Classic markets (regional diversification) Under 10 %
Emerging markets Under 10 %
Major markets without foreign offices Under 5%
Czech Republic 20.0%
USA + Canada 10.0% Benelux 2.9% Poland, Lithuania,
Latvia 2.5% China 4.7% Israel 2.1%
Germany 13.5% United Kingdom 5.0% France 2.2% Slovakia 1.8% South Korea 4.0% GCC: n/a
Russia 7.9% Scandinavia 4.8% Spain, Portugal 2.1% Austria 1.6% Hong Kong, Australia, OAC 1.9%
Italy 3.4% Mexico + LatAm 1.5% Japan 1.2%
Marketing Campaigns
Key Prerequisites
- The major 2017 communication theme is The Story of the Baroque Landscape and Its Architects
- We continue the positioning of The Czech Republic – Land of (Romantic) Stories
- We communicate the theme to suit the needs of clusters of foreign offices and the domestic market
- In cooperation with regions, we create an inspirational content supporting visits to tourist regions
- In B2Bs we work with the factor of a safe destination - We look for strategic partnerships, increasing the prestige of the destination brand
- We take an active role in the branding of the Czech Republic abroad
Campaign 2017
Czech Republic – Land of Romantic Stories
Baroque Landscape and Its Architects Baroque Landscape and Its Architects
Highlights (UNESCO, etc.)
Undiscovered Sites, Landscape Snow and Fun
Incoming Domestic Tourism
Snow and Fun
Campaign 2017
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MARKETING GOAL To increase the number of tourists in destinations - higher regional dispersion, higher revenue from tourism
COMMUNICATION GOAL To increase awareness of regional products
MEDIA GOAL KPIs: number of conversions – number of sold heritage cards, number of downloaded mobile applications, number of visits to itineraries of journeys with a story, reservations of air tickets and accommodation, purchase of destination cards
POSITIONING Czech Republic – Land of Romantic Stories
MARKETS According to available budget
TARGET GROUP Pleasure Seekers, Pilgrims
Vision 2017 +
Aug. 23, 2016 22
Communication Theme of 2018: Stories of the 20th century
Stories of modern architecture and Czech brands. The year 2018 marks the 100th anniversary of the foundation of Czechoslovakia.
Aug. 23, 2016 23
Communication Theme of 2019: Stories of the Present Day
Stories of changes and visions. The year 2019 marks the 30th anniversary of the Velvet Revolution.
www.czechtourism.cz
Thank you for your attention! Monika Palatková CzechTourism Director