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CzechTourism Marketing Activities 2016 1
Targets, metrics for 2016
Targets for 2016 AVE
Number of fans
Reach Billions of potential visitors
CZK billions
1,46
Revenue from tourism
Thousands
1,5
147,5
billions 358,2 144,6
0,98
1
1
300
0,57
0,49
Arrivals
Bednights 8,4
millions
141,8
Gain from trade
millions
23,6
8,2
311,137
2016 target | return on marketing investment
23,2
8 22,6
2014 target
2014
2015 target
2016 target 2/7/16
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Markets, segments
Prediction of expenditures by tourists in the Czech Republic in 2016 (market shares of the source countries)
Traditional markets (regional diversification) Up to 10%
Emerging markets up to 10%
Significant markets without foreign representation up to 5%
TOP markets 40-60%
Developed markets 20-30%
Russia 9,6%
USA + Canada 7,5%
Benelux 2,7%
Poland, Lithuania, Latvia 2,1%
China 2,6%
Israel 2,1%
Germany 10,5%
UK 4,5%
France 2,2%
Slovakia 1,4%
South Korea 2,8%
GCC n/a
Czech Republic 32,8%
Scandinavia 3,8%
Spain, Portugal 1,9%
Austria 1,3%
Hong Kong, Australia, o.a.c. 1,5%
Italy 3,2%
Mexico + Latin America 1,4%
Japan 1,1%
Product
The main theme for 2016 is the anniversary of the Emperor Charles IV.
In 2016, we celebrate the 700th anniversary of the birth of the significant Czech ruler, Charles IV. Throughout the year, we will travel to places that remind us of his legacy.
Our specific products for 2016 Exploration journeys
•
Prague
Countryside journeys
•
Summer journeys
Charles IV sites
Charles IV sites
•
•
Cultural journeys (thematic journeys)
Winter journeys
Snow and Fun
Health journeys
•
Czech spas
MICE
•
Congresses
Charles IV sites •
Medical tourism
Catalogue of services
Charles IV sites
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To support the anniversary, we will create the following content:
- Story - Itinerary - Attractions - Services: gastronomy, accommodation, leisure - Provider: for reservation
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Model demonstration
1. Marketing story
Goal: to catch attention, to captivate 2/7/16
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Model demonstration
2. Itinerary
Goal: to plan a trip
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Model demonstration
3. POI – attractions, accommodation, restaurants
Goal: to provide practical information on the way
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Model demonstration
4. Package
Goal: to offer an option to buy a package 2/7/16
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Product Cultural Journeys: Charles IV sites – royal experiences
Royal experience at Charles sites - themes Destination
Product
Story
Experience
Prague
Royal buildings – cultural heritage Charles Bridge, Charles University, St. Vitus Cathedral, New Town
Gothic monuments from the reign of Charles IV as icons we want to share with others (selfie, instagram etc.)
Sightseeing, museums/galleries gastronomy, live culture, events, boats, shopping, night life
West Bohemia: Karlovy Vary, Loket, Cheb, Bečov nad Teplou, Plzeň
Royal care - spas, wellness: the Karlovy Vary legend
The royal care earlier given to emperors, tsars and kings is now prepared for you
Spa and wellness procedures, beer spas, sightseeing, live culture, shopping (Karlovy Vary), night life
South Bohemia: Vyšší Brod, Zlatá Koruna, Český Krumlov, Č. Budějovice, Písek, Třeboň
Royal mystique: monastery breweries, vineyards, castle ruins, knightly orders
Monasteries, chapels, churches as inspiration for spiritual contemplation and travelers‘ experiences
Gastronomy, spirituality, exploration, active experiences (rafting, cycling)
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Royal experiences at Charles sites - themes Destination
Product
Story
Experience
Moravia: Brno - Veveří, Špilberk, Uherské Hradiště, Olomouc, Kroměříž
To royal seats: chateaus, vineyards, gastronomy
Travelling to royal seats
Sightseeing, museums/galleries, gastronomy, live culture, events,
Central Bohemia: Karlštejn, Kutná Hora, Křivoklát, Točník
Royal experiences at royal seats: historic accommodation and gastronomy, golf, falconry – tradition
A touch of authentically preserved places of medieval history including accompanying experiences - „on the spot“
Sightseeing, museums/galleries, gastronomy, golf, falconry – tradition, historical markets, jousting
North Bohemia: Litoměřice, Bezděz (Doksy), Žatec
Royal travelling - active: vineyards, fishponds, countryside
Travelling to royal places through the countryside
Gastronomy, exploration, active experiences (hiking, cycling, boats)
East Bohemia + Vysočina: Litomyšl, Telč, Třebíč, Hradec Králové, Chrudim
Royal entertainment: events, unconventional (guided) tours
Experience of historic towns (UNESCO, dowry towns etc.)
Sightseeing, museums/galleries, gastronomy, live culture, events 2/7/16
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Royal experiences at Charles sites: Karlštejn Castle
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Royal experiences at Charles sites: Loket Castle
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Royal experiences at Charles sites: Prague - Charles Bridge
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Royal experiences at Charles sites: Karlovy Vary - Carlsbad
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Royal experiences at Charles sites: Moravia - Znojmo
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Media strategy
Campaigns 2016
Czech Republic – land of romantic stories Incoming
Domestic tourism
Royal experiences
Royal experiences
Charles IV sites – highlights
Snow and Fun
Charles IV sites undiscovered
Snow and Fun
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Campaign Czech Republic – a land of romantic stories 2016 MARKETING GOAL to increase the number of tourists in destination - higher regional dispersion, higher revenue COMMUNICATION GOAL Change in the destination perception, awareness of regional products In the case of partner campaigns KPIs: number of conversions (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/ heritage card) MARKETS Top: Czech Republic, Germany, Russia; Developed: USA, Italy, France; etc. TARGET GROUP Pleasure seekers; Long haul, Short haul - solvent, university educated, large towns, well-travelled, core 30 – 50 years, internet – social networks, SINKS, DINKS, empty nest, bestagers; Czech Republic; Short haul; + families
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Press and fam trips 2016
Proposed press trips 2016 Theme Charles IV (historic heritage, Gothic architecture, Czech winemaking tradition)
Destination
Markets
Prague, Karlštejn, Mělník, Litoměřice, Terezín
Long haul
Russia
Český Krumlov, Vyšší Brod, Zlatá Koruna, Třeboň
Long haul
China, Hong Kong/Japan
The Elbe Cycle Route
Short haul
Benelux, Germany, Poland, Austira, Scnadinavia
Royal mystery
Moravian circuit (North Moravia)
Short haul
France
Royal mystery
Moravian circuit (Central and South Moravia)
Short haul
Italy
Karlovy Vary, Mariánské Lázně, Loket
Long haul Short haul
Mexico + Latin Americe, Spain/USA, UK, Scandinavia/South Korea
Made for the royal court (Czech glass)
North Bohemia
Short haul
Germany, Austria, Spain + Hong Kong
Snow & Fun / Czech mountains
Jeseníky
Short haul
Poland, Slovakia, Germany
Charles IV legacy in South Bohemia Royal travelling – active holidays
Royal experiences in Czech spas
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Proposed fam trips 2016 Theme Charles IV – romantic castles and chateaux
Destination
Prague, Karlštejn, Křivoklát, Točník, Zvíkov
Markets Long haul Short haul
USA, Mexico + Latin America, France, Italy, Russia, Spain, UK, Benelux
Royal experiences – private tours, cruises, unique spots, haute dining
Olomouc, Kroměříž, Brno
Long haul
USA, Mexico + Latin America, Benelux, Japan, Spain, Scandinavia
Royal travelling – active holidays
The Znojmo Region, Podyjí, Lednice-Valtice complex
Short haul
Germany, Poland, France, UK, Scandinavia
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Communication concept 2016+
Communication themes 2016 - 2020 2016 – Land of romantic stories – royal experiences Royal experiences at Charles IV sites: a link to the Charles IV anniversary 2017 – Land of romantic stories – stories of cathedral builders (Santini, Dientzenhofer, baroque landscape) Stories related to experiences: gastronomy, live culture, spirituality, wellness 2018 – Land of romantic stories – the story of the 20th century Linked to the 100th anniversary of the foundation of Czechoslovakia, a story of Czech trademarks, stories of modern art (functionalism) 2019 – Land of romantic stories – stories of changes and visions Linked to the 30th anniversary of the Velvet Revolution, stories of visions and changes (industrial monuments as new science centres etc.), lifestyle, design, shopping, trends
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