Wine and TourismWine and Tourism

Sales Promotion in the European Sales Promotion in the European Union for agricultural products in Union for agricultural products in

the wine sectorthe wine sector

Our major aim:Our major aim:

To promote wine as as common To promote wine as as common cultural heritage of the wine growingcultural heritage of the wine growing

countries in Europecountries in Europe

A headstone was placedA headstone was placed

In May 2001 a report concerning the In May 2001 a report concerning the status quo was presented by the task status quo was presented by the task group „Weinstrassen“ at IX AREV group „Weinstrassen“ at IX AREV meeting in Logrono meeting in Logrono

Besides preciuos formal information Besides preciuos formal information the number of established wine-the number of established wine-

roads in Europe impressed: roads in Europe impressed: 198 198

Follow upFollow up

In continuation of the pre-existing In continuation of the pre-existing base we would like to start a project base we would like to start a project to advance wine-tourism raising the to advance wine-tourism raising the awareness level of the European awareness level of the European wine regions. wine regions.

EU-subsidiesEU-subsidies

Eligible are measures, which dispose in the Eligible are measures, which dispose in the context of shared agricultural policy (e.g. context of shared agricultural policy (e.g. information-, merchandising- and information-, merchandising- and advertisingarrangements, participation in advertisingarrangements, participation in National and European events etc...)National and European events etc...)

These arrangements ought to be suitable These arrangements ought to be suitable for rising prestige of agricultural products for rising prestige of agricultural products in the European Union. The consumer may in the European Union. The consumer may be informed of qualitative and nutritionial be informed of qualitative and nutritionial aspects as well as the safety of food and aspects as well as the safety of food and its methods of production.its methods of production.

RequirementsRequirements Within the scope of information- and sales promotion policy Within the scope of information- and sales promotion policy

of the European Union programs can be suggested by of the European Union programs can be suggested by sectoral-, professional- or umbrella organizations. In Terms sectoral-, professional- or umbrella organizations. In Terms of the prescription they contain a connected package of of the prescription they contain a connected package of measures adding to information and sales promotion of measures adding to information and sales promotion of relevant products. relevant products.

The programs can be in progress from 12 to 36 months.The programs can be in progress from 12 to 36 months.

They have to contain a precise description of included They have to contain a precise description of included measures, an exact statement of cost to seperate measures, an exact statement of cost to seperate measures and a timetable of the intended implementation measures and a timetable of the intended implementation (requested operation).(requested operation).

Application conditionsApplication conditions

Sectoral- and umbrella organizations Sectoral- and umbrella organizations of the sectors suggest a program of the sectors suggest a program together with a point of transaction together with a point of transaction for implementing the measures. for implementing the measures. Subsequently the point of transaction Subsequently the point of transaction should put the program into practice. should put the program into practice. The point of transaction has to be The point of transaction has to be picked out of at least three suppliers. picked out of at least three suppliers. This current competition process This current competition process refers to the program suggestion. refers to the program suggestion.

Chances?Chances?

Principally the follwing types of programs are Principally the follwing types of programs are favoured (abstract):favoured (abstract):

Programs, which are brought in by more than one Programs, which are brought in by more than one member state, with coordinated strategies, member state, with coordinated strategies, campaigns and messages; campaigns and messages;

Perennial programs with an adequate area of Perennial programs with an adequate area of application for having a significant effect on the application for having a significant effect on the target markettarget market

Preferably programs should be implemented on Preferably programs should be implemented on markets with more than one member statemarkets with more than one member state

Furthermore touristic projects Furthermore touristic projects need special observance need special observance

Close to the wine business, Close to the wine business, combining wine and tourism and combining wine and tourism and promoting it as a wholepromoting it as a whole

This connection is given in specific This connection is given in specific wine regions by naturewine regions by nature

With a package of measures With a package of measures demanded from the European Union, demanded from the European Union, the level of awareness of the the level of awareness of the European wine routes can raise and European wine routes can raise and therewith tourism and wine sales can therewith tourism and wine sales can be supported by a common projectbe supported by a common project

MeasuresMeasures

creation, production, spreading ofcreation, production, spreading of

““Guides to European wine routes“Guides to European wine routes“

presenting individual wine routes with presenting individual wine routes with typical embossing of the area, touristic typical embossing of the area, touristic arrangements and offers for wine businessarrangements and offers for wine business

either as hard copy booklet or dvdeither as hard copy booklet or dvd

Establishment of Establishment of

““Day of European wine routes“Day of European wine routes“

at the same time with involvement of regional at the same time with involvement of regional media the wine routes invite to specific eventsmedia the wine routes invite to specific events

Common PresentationsCommon Presentations

Developing a system of classifications with Developing a system of classifications with unitary requirements profile in current unitary requirements profile in current categorycategory

Creating a common logo/key visualCreating a common logo/key visual Common presence of european wine Common presence of european wine

routes on events like fairs for consumer or routes on events like fairs for consumer or touriststourists

Establishment of a common Establishment of a common

WebsiteWebsite

with links to web-sites of particular wine with links to web-sites of particular wine routes as well as development and routes as well as development and

care for a common portal as central care for a common portal as central medium for informationmedium for information

Common public relationsCommon public relations

in Europe and in non-European in Europe and in non-European countries from abroad aiming to call countries from abroad aiming to call attention to European wine routes attention to European wine routes and inspiring to visit them.and inspiring to visit them.

Simultaneously interest for European Simultaneously interest for European wines should be kindled by reporting wines should be kindled by reporting of a topic like wine routes.of a topic like wine routes.

Target groupsTarget groups

wine lovers, consumers, traveler for wine lovers, consumers, traveler for culture and experience, tourists, culture and experience, tourists, mediamedia

Duration time of the project: Duration time of the project:

2007/8-20102007/8-2010 Organization: Organization:

AREV with wine regions AREV with wine regions

Participants in the projectParticipants in the project

- AREV application and ideational AREV application and ideational bearerbearer

(if necessary together with VINTUR (if necessary together with VINTUR and RECEVIN)and RECEVIN)

- regional and overlapping wine regional and overlapping wine marketing-organizations and marketing-organizations and associationsassociations

- regional institutes for wine regional institutes for wine promotionspromotions

- national central offices for tourismnational central offices for tourism- tourism-organizations and touristic tourism-organizations and touristic

institution „on-site“institution „on-site“- cultural institutioncultural institution

-- Print- and electronic mediaPrint- and electronic media

FinanceFinance

European Union participate with up to 50%European Union participate with up to 50%in effective costs of the measures in effective costs of the measures

20 % of the costs de facto will be paid from 20 % of the costs de facto will be paid from organizations, which make an application. organizations, which make an application.

The rest will be financed by member states.The rest will be financed by member states.

Resources for finance-portions of member Resources for finance-portions of member states and/or trade associations states and/or trade associations (organizations, which make an application) (organizations, which make an application) originating from duty earningsoriginating from duty earnings

BudgetBudget

Total outlay 3 yearsTotal outlay 3 years € 3.000.000 € 3.000.000

Depending on EU-resourcesDepending on EU-resources € 1.500.000 € 1.500.000 Depending on big countriesDepending on big countries € 750.000 € 750.000 Depending on mid-countriesDepending on mid-countries € 500.000 € 500.000 Depending on small countries€ 250.000Depending on small countries€ 250.000

Partition intrastate for the purpose of Partition intrastate for the purpose of attendance of the regionsattendance of the regions

Return on investment possibleReturn on investment possible

0

200

400

600

800

1000

1200

1400

1600 EUGermanyFranceItalyAustriaSpainGreecePortugalRumaniaHungaryLuxemb.SwitzerlandCzech Rep.Ukraine

Personal contribution on regional Personal contribution on regional levellevel

Input concerning the contentsInput concerning the contents Personal efforts and payments in Personal efforts and payments in

kind for performance of campaignskind for performance of campaigns Getting partnersGetting partners Public relationsPublic relations Sales measuresSales measures Fair unitFair unit

Organizational structuresOrganizational structures

EU

AREVcountries

regions

wine

tourism

Cultural inst.

point of transaction

media

ImplementationImplementation

The program will be realized by a point of The program will be realized by a point of transaction being chosen by an transaction being chosen by an organization, which made an application organization, which made an application within the application proceedingwithin the application proceeding

However responsible for implementation is However responsible for implementation is the applicant as contracting party of BLEthe applicant as contracting party of BLE

Between BLE and applicant will be Between BLE and applicant will be concluded a contract about the concluded a contract about the implementation program. Conditionally the implementation program. Conditionally the applicant has to provide a security to BLE.applicant has to provide a security to BLE.

The following stepsThe following steps

Forming of opinionForming of opinion

Agreement of lead-management Agreement of lead-management

Declaration for cooperativenessDeclaration for cooperativeness

Regulation for participation volumeRegulation for participation volume

AdvertisingAdvertising

Since the above is a brief summary, do not hestitate Since the above is a brief summary, do not hestitate to contact us for further information:to contact us for further information:

Projektbüro marketingservicesProjektbüro marketingservicesAtt. Norbert HeineAtt. Norbert Heine

Eulenmühle 55218 IngelheimEulenmühle 55218 IngelheimGermany Germany

0049(0)6130-923100049(0)6130-92310heine@projektbuero.netheine@projektbuero.netwww.projektbuero.netwww.projektbuero.net

Copyright Copyright

20072007

projekt büro Marketingservicesprojekt büro Marketingservices

Ingelheim, GermanyIngelheim, Germany