international promotion - toerisme vlaanderen · -potential for international promotion-(part of...

INTERNATIONAL PROMOTIONBOOTCAMP 25/10/17 – KATRIEN DEJONGHE

INTERNATIONAL FLANDERS

CONTEXT VISITFLANDERS

DESTINATION PROMOTION

DESTINATIONDEVELOPMENT

HOLIDAY PARTICIPATION

CORE TASKS

VISITFLANDERS Department Foreign AffairsFlanders Investment

& Trade (FIT)

QualityFinancial supportProduct Management

MICEContent & conversationInternational markets

STAFF VISITFLANDERS

205 people

STAFF HEADQUARTERS

STAFF FOREIGN OFFICES

BRUSSELS

OFFICES ABROAD

VISITFLANDERS has an extensive international network with offices abroad, regional management en rep offices.

We are active in different markets:

United States & Canada

Russia

Asia

Australia & New-Zealand

Brazil

United Kingdom & Ireland

France

SpainItaly

Central-Europe

Germany

Scandinavia

Netherlands

MARKETING STRATEGY 2016-2020

BRAND

‘FLANDERS’EXPERIENCES TARGET AUDIENCE

TARGET MARKETSSUSTAINABLE

TOURISM

1 2 3

4 5

GREEN LIGHT thanks to

- A good business plan

- Full support of your project coaches- Potential for international promotion- (part of an) Experience

- In the execution we will constantly challenge you to look through the eyes of your visitor and his experience

- TOP experience- TOP quality

- Multilingual

PAINTINGS 15th - 17th century, Rubens, Brueghel and the Flemish Primitives (van Eyck)

2018 - 2020: the momentum to travel to Flanders in the context of the Flemish Masters

Cross-overs to heritage, art and other forms of product lines Visit Flanders

Flanders, a unique setting to experience this art icons and their painting

TELLING NEW STORIES

MARKETING STRATEGY 2016-2020CONCEPT FLEMISH MASTERS

PROJECT

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INTEGRATED COMMUNICATION

LEVERAGE PROJECTS

LEVERAGE PROJECT

TIMELINE

2 yearsbefore

opening –trade

activation

1 yearbefore

opening –press

activation

Factsheet Story PromoplanActionplansper country

Execution

• Long term

• Short term

INTERNATIONAL PROMOTION – 1 YEAR BEFORE OPENING

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INTERNATIONAL PROMOTION – MONTHS BEFORE OPENING

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INTERNATIONAL PROMOTION – 1 WEEK BEFORE OPENING

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INTERNATIONAL PROMOTION – TOGETHER

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QUESTIONS?