Spanish economic indicators

GDP per capita (real 2013): 19.689 euro

Source: Oxford Economics, TDM

-0,2%

0,1%

-1,6%

-1,2%

0,2%

-1,2%

-2,8%

-2,1%

-3,0%

-2,5%

-2,0%

-1,5%

-1,0%

-0,5%

0,0%

0,5%

2010 2011 2012 2013

GDP year on year change, real, local currency

Consumer spending year on year change, real, local currency

The Spanish market

Ranking 2009 Ranking 2013

1 Germany 1 China

2 United States of America 2 United States of America

3 United Kingdom 3 Germany

4 China 4 Russian Federation

5 France 5 United Kingdom

14 Spain 20 Spain

Ranking of markets in terms of total outbound travel expenditure (excl transport)

Source: UNWTO

The Spanish market

94,9% of Spanish know Flanders in a broad (= heard the name) sense

75,9% of Spanish know Flanders in a strict (= have an imagine of it) sense

Spanish overnight stays in Flanders: 6th market

Source: FDP Economy, GDS

Source: Toerisme Vlaanderen

0

100.000

200.000

300.000

400.000

500.000

600.000

700.000

800.000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

+60%

64%

27%

1% 8% Brussels

Historic Cities(excl Brussels)

Coast

Flemishcountryside

Coast 4.118 5.930 5.165 5.289 7.562 +83,6% Art cities 510.226 578.954 636.235 585.819 589.791 +15,6%

Antwerp 26.507 27.356 30.908 32.425 28.181 +6,3%

Bruges 79.732 85.179 102.097 85.729 88.361 +10,8%

Brussels 363.357 420.204 453.355 415.889 415.590 +14,4%

Ghent 31.585 36.996 39.122 39.759 45.151 +43,0%

Leuven 7.364 7.023 8.530 7.739 8.831 +19,9%

Mechelen 1.681 2.196 2.223 4.278 3.677 +118,7%

Flemish countryside 37.098 45.453 46.007 52.958 51.977 +40,1%

Flanders 551.442 630.337 687.407 644.066 649.330 +17,8%

2009 2010 2011 2012 2013

Trend of Spanish overnights in Flanders 2009-2013

Strategic choices of the IMP

Flanders becomes a story

Authentic, interactive, unique and multi-channel

Flanders, is a reputation (cutting edge craftmanship)

Stories that reflect our reputation and productlines to consolidate this reputation, using creative DxE combinations.

Sustainability and growth

Focus on the right targets, follow up, loyalty

How is this translated on a market like Spain?

- Clear message - Credibility - Emotional link with the target - Motivating the potential traveller - Leading towards “loyalty”

Prerequisites: • Marketing communcation mix in accordance to branding (Fil rouge : Press – Trade – Costumers – Internet) • Exhaustive knowledge and defination of targets • Alert and fast on new tendencies - opportunities • “De vlag moet een lading dekking” (wysiwyg)

We use the AMA concept (American Marketing Association) to bring it down to the “field work” :

Back to reality : Spanish market

Clear “message” in the Story 1. Flanders is label of quality (cutting edge C.)

PL : gastronomy, lifestyle-fashion, festivals, cycling 2. Flanders is a “multi – experience ” in a unique setting – Cultural heritage 6 realidades en 1 lugar Confirm continuously the credibility B2B, B2C always and only with highest quality (press trips, famtrips, fairs, folders, web, Erasmus project, service...) Establish an emotional link with your target - personal stories, sharing (social media): Erasmus project, FB, twitter, Flickr.. - historical link/trends lifestyle/hobbies Motivating the potential traveller - Offering and promoting interesting travel ideas in a practical way (individueel, niche) - Focus : Discover/ enjoy/price-quality/mobility Leading to “loyalty” Social media/mailings/Maestro de Flandes/ Get Together/ Erasmus project

Target groups : Trends for Spain in general

It’s not a niche but it’s specific : singles, panks, soccer moms…

Everybody wants to be rich

Travel in style Glamour Personalised Service …

The organiser:

-Research of different destinations

-Using different channels

-Info of travel agencies/friends

-Looks for packages

-Programs detailed and in advance

Impulsive traveller:

Has no clear idea of travel destination

Uses his “stomach” feeling and decides impulsively

Very active online, social media

Does not want a clear planning

Enjoy last-minute decisions and promos

IMP targets – by travel behavior

Promotional target (buy and decision behavior)

Status seeker Active and pleasure seeker

Fun travellers discoverers

An example: Multiblog Erasmusenflandes.com

A. Concept

- Having your own correspondent in Flanders - Making lifetime ambassadors for Flanders - Serious and attractive task : contract and remuneration - Support with content and non-content related matters of job

(providing blog, accounts FB-Twitter-Flickr, entrees, ideas, follow up etc) - Safeguard copyrights and continuity

B. Methodology

- Cooperation with universities : concept of scholarship - Selection on video, letter and social media credentials basis - Signing of contract, briefing and information to our partners - Follow up and guidance

1. Give incentives and information to potential Erasmus students to choose Flanders as their destination

2. Spread of information by Erasmus students in their own social media networks (spin off)

3. Create lifetime ambassadors of Flanders 4. Inform and motivate young adults to travel to Flanders,

through specific and targeted information and real life experiences from a Spanish Correspondent

5. Obtain high credibility and developing a complementary source of specific information (to our web)

6. Each Erasmus student generates several arrivals and overnight stays (parents, friends etc. who come to visit)

C. Objectives

D. Evolution - Spring 2010 startup blog project and selection of 2 students/29 participants (Ghent) - 2011 selection of 2 correspondents on 93 participants (Antwerp and Brussels) - 2012 startup of Multi-blog (all 4 university cities incorporated) - 2012 selection of 8 correspondents and reducing scholarship costs - 2013 selection of 8 correspondents and 8 back-ups - 2014 : 8 correspondents (+ 8 back-ups) and 1 summer blogger - 2015 : 8 correspondents (+ 8 back-ups) and 2 summer bloggers

http://www.erasmusenflandes.com/

Twitter

Facebook (5.866 fans)

You Tube

Flickr

E. Results

1. Resolving our problem (who and who has time) by achieving a spectucular high efficiency “posts/cost/working hours” ratio (example of monthly report)

2. Increasing number of fans, followers, visitors and posts on FB, Twitter, Flickr and You Tube due to authentic, specific and continuous storytelling

3. Increasing interest in multi-blog

The idea of the multi-blog is to inform and motivate young-adults to travel to Flanders, by using authentic and specific information of a Spanish “correspondent” on-site. The bloggers reply to questions and are active on social media using VisitFLanders Spain accounts (FB, Twitter, YouTube)

2015 EyeCatcher(s)

- Videos practical information - Actualisation of Online academy Maestro de Flandes - New connections Jetairfly : Barcelona – Oostende- Antwerpen

After 14 years

Be good and efficient in the BASICS

Focus, no monkey business.

Be open, responsive, dynamic and creative

Working together is about communication and listening

Tourism and marketing = Peoples Business

IT = ever changing Toolbox