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Work on the implementation of the EU-Eco-label, marketing
Lot 8 servicesErnst Leitner / Rainer Stifter / Stefan Tauchhammer
Start-up meeting Brussels
18/1/2006
ENERGONENERGON
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Objectives, Approach
Agriturismo Cascina, Dogliano
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The main objectives
National activities• Pilot-acquisition and find 25 services• Support CBs in targeted areas• Meeting with main stakeholders• Press-activities
EU-wide activities• Acquisition strategy for chains, hotel groups• Tour operators communication • Get the Eco-label visible at relevant fairs
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The approach
• Identify potential applicants – Basic research on TAs, CS in suitable regions
• Enforce targeted acquisition– Start communication to identied companies
• Basic assist in application process– Support to companies to match the criteria
• Develop best practice examples– Find first movers in some countries (FR, HU, CZ …)– Best practice in identified regions
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Tasks 1-2 3-4 5-6 7-8 9-10 11-12
6.1 Identify interested parties for targeted information about EU Eco-label for tourist accomm. services
01 02
6.2 Development of a marketing plan 01 03
6.3 Development of information tools 01 12
6.3.1 www.eco-label-tourism.com 01 12
6.3.2 Information brochures 01 03
6.3.3 Power Point presentation 01 02
6.3.4 Roll-ups 01 02
6.3.5 Starter Kit 01 03
6.3.6 Where to stay guide 01 02
6.4 Acquisition of hotel chains 01 12
6.5 Acquisition of Camping-Guides 01 12
6.6 Acquisition of Tour Operators 01 12
6.7 Presentation of the EU Eco-label for tourist accommodation services
04 12
6.8 Cross-Marketing activities 04 12
6.9 Networking activities 01 12
6.10 Pilot- acquisition in targeted countr. 04 12
6.11 Press relations 04 12
6.12 Commission meetings and reporting
01 17
Timetable
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The final output
No. Country ResponsibleTourist
Acc. Camp Sites Total Strategy
# 1 Italy Acta 2 3 5 Destination approach Trentino, Sicily
# 2 Greece Speed 2 3 5 Destination approach Rhodes, KOS
# 3 France BIO IS 1 1 Best-practice, first mover, harmonisation
# 4 Germany Ecocamping 5 5 Penetration approach
# 5 Austria G&L, Energon 2 3 5 Destination approach Salzburg, Styria
# 6 Spain G&L, Energon 1 1 Best-practice, Balearic islands, first mover
# 7 Czech Republic Environ 1 1 2 Best-practice, first movers
# 8 Hungary CES 1 1 2 Best-practice, first movers
# 9 Slovenia G&L, Energon 1 1 Best-practice, first mover
# 10 Cyprus Speed 1 1 Best-practice, first mover
optimal 28
minimal 25
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Information Tools
Camping Mexiko, Bodensee
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The Website www.eco-label-tourism.com
Tasks of the website:
• Support for our marketing – keep stakeholders informed
• Inform potential new applicants
• Showing continuous work in progress
• Performed as download centre – for press, guests and applicants
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The Eco-label brochures
• 6 languages: English, German, Greek, French, Spanish, Italian
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The Eco-label brochures
• Purpose: Overall information to potential applicants
TO DO: to be translated into Czech and Hungarian by partners. 1,500 each will be printed and distributed in co-operation with national CBs
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The Eco-label Fact Sheet
Avail. languages: • English, • French, • German, • Greek, • Spanish,• Italian
Will soon be available at the Helpdesk
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Where-to-stay-guide
3 languages available:• German, • English, • Italian
Mainly distributed
at fairs and events.
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Where-to-stay-guide
• Purpose: Inform guests on all eco-labelled accommodations in Europe
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The PowerPoint presentation
3 Languages:• German,• English,• Italian,• Greek
To be translated into CZ, HU
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Roll-ups
Purpose: • Info-tool to present Eco-label visually• Will be used for presentations at meetings
(fairs ...) and photo shootings (press, events).
To do: Languages: Engl., ItalianSize: 87 x 206 cmAvailable in February
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The Starter-kit
Purpose:• A suitcase containing application
material on the EU Eco-label.
To do:
250 (200 TAs, 50 CS)
In English
Available in February
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The Starter-kit
Purpose: • Provide precise comprehensive information to
potential applicants during workshops
Content: • Brochure, fact sheet, application pack,
verification pack, Flower News, editorial letter
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Activities at fairs
ITB Berlin 2005
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Activities at fairs
Participation at fairs 2006• ITB Berlin March
– Stand hosted by team– Acquisition contacts to TAs– Press presentation
• Reisemesse Essen March– Presentation– Acquisition contacts to camp sites
• BIT Milan February• Reisepavillon Hannover, February• Conference in Estoril, Portugal, February
Already taken place 2006• Ferienmesse Vienna, January 2006
– Combined presentation with Austrian Eco-label– Hosted stand with presentation of EU Eco-label– One press conference
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EU-wide activities
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EU-wide activities
• Acquisition of hotel chains (head offices)– 5 presentation meetings
• Acquisition of Camping-guides– 3 presentation meetings (GE, FR, IT)
• Acquisition of tour operators– 5 presentation meetings (GE, FR, IT)
• Cross-marketing (products, …)• Networking (CB contacts)
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Implementation in target countries
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Activities in Austria
Activities G&L, Energon DurationDays
Presentation of the EU Eco-label at the Ferienmesse, 12-15 January, 2006 in co-operation with the Federal Ministry for Environment
0,5
Acquisition activities focusing on hotel-chains or regions with high relevance to nature and environment in co-operation with Nationalpark Ferienregion Hohe Tauern - Providing a commitment with decision makers, preparing press release and conference of a commitment,- Presentation towards potential applicants (planned May 2006)
2,25
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Activities in Austria
Activities G&L, Energon DurationDays
Acquisition activities focusing on hotel-chains or regions with high relevance to nature and environment in co-operation with the federal government of Styria- Setting a commitment- Presentation towards potential applicants
1,25
Give 2 tourist accommodation services, 3 campsite services assistance in the application procedure
5
Press activities (press release, e.g. environmental benefits) 2,5
Networking (CB’s contact, stakeholder in tourism, regional government)
6,5
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Activities in Italy
Activities Acta DurationDays
Acquisition activities in co-operation with Italian CBs in Trentino and SicilyPractical approach: One-to-one-meetings with pot. applicants, give 2 tourist acc. serv. and 3 camp sites assistance, Try to get contact with Italian tour operator CTS.
6
Press relations: Contacts with press to get published articles on Eco-label, get in contact with camp site guide
2,5
Networking with CBs, stakeholders in tourism and regional government
1
Participation at BIT Milan, February 2006 2
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Activities in Greece
Activities Speed DurationDays
Acquisition activities in co-operation with the Greek CB in the region of KOS and Rhodes for tourist accommodation services and for camp sites (main country), including one workshop with potential applicants and giving 2 tourist acc. services and 3 campsite services assistance in the application procedure
6
Press relations: Contacts with press to get published articles on Eco-label, also get in contact with camp site guide
2,5
Networking with CBs, stakeholders in tourism and regional government
1
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Activities in Cyprus
Activities Speed DurationDays
Acquisition activity in co-operation with the Cypriot CB for tourist accommodation services with one workshop with potential applicants and giving assistance to one tourist acc. service
2
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Activities in France
Activities BIO IS DurationDays
Elaborate a clear strategy for France for camp sites, understanding what the French CB does for the promotion of campsites in France.- Organise a meeting with French stakeholders: CB and challen-ging labels (La Clef Verte, Site et paysages de France) to find synergies- Build a database of camp sites and send a direct mail presenting the EU-flower in order to find a first mover in close connection with French CB and give full support in the application process (environmental consultancy)
4 (incl. Prepa-ration)
Press relations: Contacts with press to get published articles on Eco-label, get in contact with camp site guide
4,5
Networking with CBs, stakeholders in tourism/regional government 1
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Activities in Germany
Activities Ecocamping Duration
Days
Acquisition activities in co-operation with the German Competent Body for camp sites:
- Organise one presentation with potential applicants at Reise-messe Essen (22-23 March 2006) including one press information - Presentation of info material at CMT Stuttgart, Reisemesse Essen and Caravon Salon Dusseldorf (Reisepavillon Hannover by ACTA)- Presentation of EU Eco-label at the Ecocamping workshops in Baden-Württemberg, Mecklenburg-Vorpommern and Alto Adige.-Give 5 campsite services assistance in the application procedure
6
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Activities in Germany
Activities Ecocamping Duration Days
Press relations: Contacts with press to get published articles on Eco-label, get in contact with camp site guide
2,5
Networking with CBs, stakeholders in tourism and regional government
1
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Activities in Hungary
Activities C.E.S. Duration Days
Starting a pilot-process in co-operation with the Hungarian Competent Body, tourist federations and relevant stakeholders focusing on regions with high relevance to nature including:- Acquisition activities in co-operation with the Hungarian Com-petent Body (e.g. in the region of Balaton lake with one or two meetings with stakeholders)- Give 1 tourist accommodation service and 1 campsite service assistance in the application procedure
4,5
Translation of the information brochure “Towards an environmentally sound future” into Hungarian language
1
Networking with CBs, stakeholders in tourism and regional government
1
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Activities in Czech Republic
Activities Enviros DurationDays
Starting a pilot-process in co-operation with the Czech Competent Body, tourist federations and relevant stakeholders focusing on regions with high relevance to nature including:- Acquisition activities in co-operation with the Czech CB with one-to-one-meetings with potential applicants (or one presentation workshop).- Give 1 tourist accommodation service and 1 campsite service assistance in the application procedure
4,5
Translation of the information brochure “Towards an environmentally sound future” into Czech language
1
Networking with CBs, stakeholders in tourism and regional government
1
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Activities in Spain
Activities G&L & Ana Moreno Avena Duration
Days
Starting a pilot-process in co-operation with the Balearic Competent Body, tourist federations and relevant stakeholders focusing on the Balearic islands
Acquisition activities in co-operation with the Balearic Competent Body in the region of the Balearic island with one presentation workshop
2
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Activities in Slovenia
Activities G&L, Energon Duration
days
Starting a pilot-process in co-operation with the Slovenian Competent Body, tourist federations and relevant stakeholders focusing on regions with high relevance to nature including:
- Acquisition activities in co-operation with the Slovenian Competent Body with one presentation workshop with potential applicants (or one presentation workshop)
- Give one first mover assistance in the application procedure
3