marketing plan 2018 · the marketing plan to the ministry of local development for approval...
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Marketing plan 2018 26/6/2017
1
Timeline – the timing of 2017
11.7.2017 2
Setting of
strategic
points and
objectives
Internal consultations with partners and
foreign representatives
Incorporation
of comments
Approval of
the Marketing
Plan
Tender for an
agency
Presentation
of the
Marketing
Plan at TTD
Approval of the
creative
concept
Execution of
creativity into
the campaign
Completion of
the
promotional
mix
Content topics Discussion of the content
structure
Discussion
and approval
of the
Marketing
Plan by the
Marketing
Board
Internal
discussion
Meeting of the
directors and
the Marketing
Board
Meeting of the
directors
26/01 27/01 - 23/02 24/03 27/03 - 21/04 27/04-03/05 26/06 – 2/08 27/06 16/08
January February March April May June August September –
November December
20 - 24/03 09-12/05 31/5
Submission of
the Marketing
Plan to the
Strategy Board
Submission of
the Marketing
Plan to the
Ministry of
Local
Development
for approval
Presentation
of the
marketing
Plan to the
Members of
the Parliament
Handover of
key documents
to the
departments
and partners
Resources and requirements
11.7.2017 3
• Primary communication theme: 100 Years of the Czech Republic Story (working title)
• Validation of the theme content: On a regional level by partners for domestic tourism and
foreign representatives of CzT for incoming tourism
• Marketing concept: Czech Republic – Land of Stories
• Unified branding:
• Budget: Minimum estimated sources of CzT in 2017 +
increased funding from the state budget
Setting of objectives
Strategic objectives
11.7.2017 5
pessimistic goal 2018
optimistic goal 2018
Strategic goals involve
prediction of the development
of the tourism as a whole
based on statistical data.
The variants are defined with
respect to the progress of the
CzK exchange rate (CNB
intervention), progress of the
GDP, inflation and
development of the political
situation.
• Quantitative Raised income from tourism, increased total number of arrivals
Income from the tourism (CNB
balance of payments
149
155
161 162166
CZK billions
2015 2016 2017 2018 2018
• Qualitative Creation of a unified brand-name of the Czech Republic, strengthening of competitiveness
and sustainability
Source: data – CNB, Czech Statistical Office; prediction model – Institute of Tourism, CzT
Arrivals
8,79,3 9,7 10,0 10,2
millions of people
2015 2016 2017 2018 2018
11.7.2017 6
AVE – incoming tourism AVE – domestic tourism
3,3
3,5 3,5
3,3
3,7
CZK billions
2015 2016 2017 2018 2018
Primary marketing objectives (I)
Social networks
0,8
1,31,4
1,1
1,6
2015 2016 2017 2018 2018
Millions of people
The primary marketing
objectives involve prediction
of performance achieved by measurable activities of CzT.
Variants are defined with
respect to the budget and
staffing.
• Quantitative Increasing, maintaining or mitigating the decline of key indicators
pessimistic goal 2018
optimistic goal 2018
7880 80
75
82
CZK billions
2015 2016 2017 2018 2018
18,9 18,818,5
16,5
19,5
2015 2016 2017 2018 2018
Millions of visits
Website visits
Primary marketing objectives (II)
11.7.2017 7
Favourability – incoming
tourism
Favourability – domestic
tourism
pessimistic goal 2018
optimistic goal 2018
• Qualitative Creation of a unified destination brand-name (attributes and benefits) in accordance with the
progress of the brand on the source markets
96% 98%95%
85%
95%
2015 2016 2017 2018 2018
94%
88% 90%
80%
90%
2015 2016 2017 2018 2018
Source markets
and target groups
Knowledge of the brand-name on European and overseas markets
11.7.2017 9
Knowledge of the brand-name on European and overseas markets detected by application of the CAWI method
(Source: Institute of Tourism – research from 2014).
Identical methodology and structure of the respondents, target group of tourists spending their holiday abroad.
Knowledge of the Czech Republic brand-name in Europe
Knowledge of the Czech
Republic brand-name overseas
The difference is in perception of
cultural differences between
Europe and Asia.
It is impossible to compare the
countries with each other, but it
is possible to monitor the
development of each country in
the course of time (ideally
repeating the research after a
max. 5 years).
34
32
61
35
10
17
20
19
22
49
42
34
52
37
54
54
31
47
17
26
5
13
53
29
26
50
31
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: When you hear the Czech Republic, can you say you know it? N=9000
Netherlands
Spain
UK
Italy
France
Austria
Slovakia
Poland
Germany
40
39
39
32
24
21
21
57
45
52
50
69
45
62
3
16
9
18
7
34
17
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q: When you hear the Czech Republic, can you say you know it? N=10914
Japan
Brazil
South Korea
Australia
India
USA
China
Yes. I have a good idea about it. I know what it offers.
Yes. But I have no exact idea what can I expect from it.
No. I do not know.
Pareto priority index of foreign markets (according to credit worthiness prediction in 2018)
Source: Czech Statistical Office, STEM/MARK (Incoming tourism)
Share of markets according to credit worthiness prediction in 2018 (the number of person-days x average cost for stay per person and day)
Neighbouring
markets 24.1% Short-haul markets 28.9%
Long-haul
markets 18.4% Asia 18.2%
Markets without
activity of
CzechTourism 5.6%
Germany16.0% UK 7.4% Sweden 1.8% Norway1.1% USA 9.4% China5.6% Turkey 1.5%
Poland 3.7% Italy3.8% Belgium1.5% Ireland 0.9% Russia 6.5% Israel 5.5% Hungary1.5%
Slovakia 2.8% Spain3.1% Finland1.3% Australia1.4% South Korea4.7% Ukraine 1.4%
Austria1.6% France 2.9% Denmark1.3% Canada 1.1% India 1.6% Romania1.2%
The Netherlands 2.5% Switzerland1.3% Japan0.8%
The sum represents 95.2% of the total credit worthiness of all evaluated markets. Marginal markets (with the share below 0.7%) are not included in the table.
Blue marked markets with CzT operation.
Other strategic markets: Latin America, Gulf Cooperation Council (GCC),
Commonwealth of Independent States (CIS), South-East Asia, Iran (unavailable data on the cost of the stay)
• markets with growing potential
• strategic markets in the long run
• markets with high spending
• markets compensating regional disparity and substitution markets
• markets oriented to specific products – e.g. spa therapy
MADRID
MEXICO CITY
Network of CzechTourism foreign representation in 2017
YEKATERINBURG
NEW YORK
BRATISLAVA
MOSCOW
WARSAW
SHANGHAI
HONG KONG
BEIJING
STOCKHOLM
SAO PAULO
BUENOS AIRES
AMSTERDAM
PARIS
LONDON
SEOUL
TOKYO
BERLIN
VIENNA
TEL AVIV
MUMBAI
19 foreign entities with 1st class
representation of the CzechTourism agency
4 second-class foreign representations – PR agency
MILAN
Service of CzechTourism 1st class foreign representation
360o marketing: PR, B2B, B2C
100% service for entrepreneurs and regions
100% partner for professional associations and state institutions
100% information service • its own dedicated network of experts on destination marketing for promotion of the CR abroad
• implementation of multi-source financing (commercial subjects, regions, state institutions)
• promotion of tourism products, cooperation on development of new product lines, national and regional
itineraries (mkt concept)
100% source of innovation and development • network of foreign representations = increased competitiveness of the CR in incoming tourism over
other European NTOs
• network of foreign representations = united and strong promotion of the CR as a tourist destination on
existing and new source territories, creation of business opportunities
100% bearer of the Czech Republic brand-name in the world • clear, unified communication of the Czech Republic brand-name
Foreign representation of CzechTourism – Action Plan 2017+
13
• Strengthen and intensify territorial operation in the USA & Canada − central campaigns
− personnel strengthening
− agency representation on the west coast of the USA and Canada
• Strengthen and intensify territorial operation in Russia − central campaigns
− personnel strengthening
− strategy for development of new substitution markets
• Stabilise operations on the strategic markets of India and Israel (2nd class foreign
representation)
• Develop activities on strategic territories with a great potential GCC, Iran
• Cooperation and service for partners based on the so-called Swiss model – offer of
professional services by foreign representation that can be purchased by partners
• Synergic effects of cooperation with strategic partners, regions and businessmen
• Long-term sustainable multi-source financing
• Competitiveness and growth of the Czech Republic brand-name on the foreign and
domestic market
Basic characteristics of the target groups
14
Pleasure seekers Basic characteristics
- Satisfaction and delight from work
- Interests: reading of magazines, childcare, work in
the garden, passive relaxation
- More frequently women, mostly people aged 35-64,
solvent, wanting to enjoy the holiday without sparing
finances
- Proportion of the population: 30%
Cool Basic characteristics - Usually well secured
- Interests: modern technologies, music, visits to bars,
restaurants and pubs
- More frequently men, young people aged 18-34,
students or employed
- Proportion of the population: 15%
Source: ppm factum research, 2014
Target groups for destination marketing
11.7.2017 15
Pleasure seekers
• Middle and higher-aged tourists seeking quality services that provide mostly passive
relaxation
• Reasons for travelling: visits to national parks, quality services and accommodation, local
gastronomy
• Barriers to travelling: difficult availability, unstable political situation, low level of
healthcare, low quality of food, risk of theft
• Preferred destinations: most frequently Central and Western Europe, North America
Cool • Travel around the world, fond of Europe, the goal of travelling is having fun
• Reasons for travelling: having fun
• Barriers to travelling: high prices, complications with visas, difficult communication in
English with the locals
• Preferred destination: Europe; the Czech Republic is a favourite destination
Marketing theme 2018 100 years of the Czech Republic story
The 100 years story In 2018, we commemorate the centenary of the
establishment of independent Czechoslovakia. To
mark this occasion, we will focus on themes
connected with the period so called as the First
Republic (1918-1938), i.e. the twenty years between
World War I and World War II.
The story of Czechoslovakia (1918-1938)
The twenty years between the two world wars represent
a particularly rich period in Czech history. At that time,
Czech lands became one of the centres of modern
European life. The Czech towns of Brno, Hradec
Králové, Plzeň, Pardubice and Prague boast unique
functionalist architecture. In the galleries you can find
paintings and sculptures created by artists whose work
still ranks among the most appreciated works in the
world, while contemporary industrial products
(especially cars and artistic glass) captivate with their
precision and timeless design. The interwar era left
behind numerous monuments, museums and cafés
equipped with period furniture and sporting traditions,
whose stories are waiting to be discovered.
b
11.7.2017 18
a Stories of architecture
and design
a
Functionalism became the
leading style of the First
Republic, matching the
Czechoslovak architecture
with the European leaders.
The architectonic style was
accompanied by a distinctive
design of furniture as well as
objects of daily use.
Stories of lifestyle
Independent lifestyle was
manifested by an active and
cultural pastime. Sport and
organised tourism represented
a significant phenomenon.
Spa therapy and gastronomy
were flourishing. The fame of
the Republic was increased by
many personalities on the
cultural scene.
Stories of Czech brands
and industry
Czechoslovakia was an
industrial power. The glory
was spread by successful
businessmen and inventors
through world-famous brand-
names, the international
repute of which is in many
cases still alive today.
c
d
Celebrations of establishment of the Republic and associated events (shows, concerts, music festivals). Museums and galleries offer interesting exhibits and accompanying programmes.
Celebrations of establishment
of the Republic and associated
events (shows, concerts,
music festivals).
Story of T. G. Masaryk, the
legionnaires and
establishment of the
independent state. Museums
and galleries offer interesting
exhibits and accompanying
programmes.
Stories of establishment
of the Republic
d
Product links: sightseeing trips Product links: sightseeing trips,
trips through the landscape,
health-oriented trips
Product links: sightseeing trips Product links: sightseeing trips
Golden times of modernism Stories of architecture and design
Transformation of public life Stories of lifestyle
Timeless quality Stories of Czech brands and industry
Symbols of the new state Stories of establishment of the Republic
Stories of architecture and design
Golden times of modernism
The two decades following the end of World War I were
extremely culturally rich. Czechoslovakia quickly became
one of the centres of modernism and avant-garde. In
addition to Josef Gočár and Jan Kotěra, European aces
such as Adolf Loos and Ludwig Mies van der Rohe also
realised their courageous architectonic visions. The
architecture was accompanied by distinctive design of
furniture and objects of daily life (e.g. Jan Vaněk, Jindřich
Halabala). Sculptors and painters, namely Otto
Gutfreund, František Kupka, Alfons Mucha and Emil
Filla, were also widely celebrated.
Stories and destinations in the chapter Stories of Architecture
and Design
11.7.2017 21
Stories Destinations
Symbol of the new republic – Prague by Jože
Plečnik
Prague
The Salon of the Republic – Hradec Králové A pearl
of modernism
Hradec Králové
Lines of Brno – Brno: Centre of European
functionalism
Brno
How the Plzeň entrepreneurs lived – Refined work
of Adolf Loos
Plzeň
Between Art Nouveau and modernism – Interiors of
the Nové Město nad Metují Château
Nové Město nad Metují
New times in the old walls Sychrov and Hrubý Rohozec
Symbol of the new republic Prague by Jože Plečnik
The establishment of Czechoslovakia prompted an
important impulse for enlivening one of its main symbols –
the Prague Castle. In 1919, President Masaryk entrusted
Jože Plečnik, professor of the Academy of Art, Architecture
and Design and a world-famous architect of Slovenian
descent, with its reconstruction. During his more than ten-
year work (1921-1934), Plečnik rendered the Castle and its
surrounding gardens a unique manuscript in which the feel
for historical architecture was interconnected with the
elements of a modern time. In addition to modifications of
the Castle, Plečnik also built the unmistakable Church of
the Most Sacred Heart of Our Lord in Vinohrady, the
construction of which was inspired by symbolism of Noah's
Ark.
1. Church of the Most Sacred Heart of Our Lord in Vinohrady
The church with the largest clock in the country is one of the most
interesting examples of Czech interwar architecture.
2. South gardens of Prague Castle
Plečnik spiced up the Castle surroundings with a series of
decorative elements, which provided them with grandeur and
representative character.
3. Column Hall of Prague Castle
A representative entrance hall where official state visitors have
been conducted since the time of Masaryk.
1
3 2 22
| Stories of architecture and design
At the beginning of the 20th century, Hradec Králové
experienced an extraordinary rise associated with intensive
creation of the town's new district. Unlike other Czech towns, it
was based on the example of a Viennese city plan, which
acknowledged all the needs of a modern town. The main author
of this visionary plan was Josef Gočár, a native of the local
region. Together with his teacher Jan Kotěra and other
architects and artists, he built this town with ample streets,
monumental buildings and lots of greenery. This unique urban
complex is referred to as the Salon of the Republic.
1. Gočár's schools
A generously conceived complex of primary and secondary schools
including a kindergarten and a Gymnasium with a gym represented an
unprecedented project in the Czech Republic. The timeless complex
still fully conforms with the needs of today's education.
2. Gallery of Modern Art Hradec Králové
The Hradec gallery is not only worth visiting because of a valuable
collection of interwar art, but also for the interesting Art Nouveau
interiors of the former credit union branch.
3. Masaryk Square
The composition and location of the square is one of the proofs of
Gočar's feel for the functionalism of an urban area. In Masaryk Square,
he modified the façade of the former Anglobanka and had a sculpture
of T. G. Masaryk erected in front of it. The author is the significant
sculptor Otto Gutfreund.
Salon of the Republic Hradec Králové: a pearl of modernism
1
3 2 23
| Stories of architecture and design
Lines of Brno Brno: Centre of European functionalism
During the 1920s and 30s, young architects propagating a
new direction, functionalism, gathered in Brno. The new style
based on clean lines, bright interiors and modern
technologies found many followers among the increasingly
affluent Brno businessmen who embodied the ambition of the
second largest city of the new state. You can thus admire
numerous beautiful functionalist villas, cafés, department
stores and other buildings in the town.
1. Tugendhat Villa
The dream come true in modern housing from the workshop of Mies
van der Rohe is one of the most admired monuments in Brno. The
uniqueness of the interiors is underlined by an onyx partition and
specially designed furniture that uses steel tubes.
2. Stiassni Villa
The house designed by architect Ernst Wiesner for the textile
industrialist Stiassni later hosted most of the Czechoslovak
presidents and official visitors to Brno.
3. Josef Zeman café
Café entertainment was an integral part of city life under the First
Republic, and you can admire several beautiful functionalist cafés in
Brno. The popular Josef Zeman café was reconstructed in 1995
after demolition.
1
3 2 24
| Stories of architecture and design
At the time of the First Republic, Plzeň was one of the most
important centres of Czechoslovak industry and a town with a
strong Jewish community. The wealthy Jewish investors
enlisted the yet unknown architect Adolf Loos, who gradually
created a unique set of eight elegant interiors that
represented the quality of design and culture of housing under
the First Republic. Four of them are now open to the public.
1. Kraus family apartment
By the application of mirrors, Loos created an impression of endless
corridors in the dining hall of the chemical specialist Kraus. Panelling
from green marble, mahogany ceilings and the preserved bedroom
make a visit to the apartment a unique experience.
2. Brummel house
Dive into the privacy of the timber merchant Jan Brummel, through
an interior inspired by the regions of Italy or Southern France. It is
notable for its combination of colours and panelling from precious
woods.
3. Josef Vogl apartment
The travertine panelling and simple lines render timeless elegance
to the apartment of the paediatrician Josef Vogl, which also served
as his surgery.
How the Plzeň entrepreneurs lived The classy work of Adolf Loos, Plzeň
1
3 2 25
| Stories of architecture and design
Transformation of public life
The interwar lifestyle was characterised by the still
admired elegance and refinement. It featured weekend
trips to the countryside or spa towns, afternoons or
evenings spent in pulsating cafés or cheering at
numerous sports events. Organised hiking developed
thanks to the new infrastructure of trails marked by the
Club of the Czech Hikers and development of sports clubs
and associations (e.g. Sokol).
Stories of lifestyle
Tradition
The establishment of
the new state was the
culmination of a
centuries-long fight for
national revival. It is
therefore no surprise
that the new state was
keen on preservation of
the traditions to which it
referred.
Spas
The urban community
used to spend their free
time in spa towns, which
became the centres of
social life. Some of the
newly established spas
experienced their
golden age.
Gastronomy
Public life in the
interwar period was
split between cafés
and pubs. The food
was not only a
culinary, but also a
social experience.
Sport
The independent
lifestyle was
manifested by active
pastime. Sport
became an important
component of the
national identity.
| Stories of lifestyle in overview
p. 16 p. 11 p. 13 p. 15
Stories and destinations in the chapter Stories of Lifestyle
11.7.2017 28
Stories Destinations
Relaxation in the spa scenery Luhačovice Spa
Busy life of Prague cafés Prague
Hop-producing power Žatec
Live tradition – Wallachian open-air museum Rožnov pod Radhoštěm
Healing springs in the centre of winter spots Janské Lázně
Birth of sporting tradition Pardubice
Nobility in the service of the First Republic Hluboká, Orlík
Magic of frozen moments Český Krumlov
Birth of the Slavonic Epic Zbiroh
Birthplace of Leoš Janáček Hukvaldy
Restored Jewish Quarter Třebíč
Warden in his own castle Český Šternberk
Picture-perfect villages – Lada's land Hrusice and its surroundings
Mechanical miracle of Josef Probošt Třebechovice pod Orebem
Matter of the heart Poděbrady spa
Oldest radon spa Jáchymov
The phenomenon of Sokol festivals Prague, Pardubice
Relaxation in the spa scenery Luhačovice Spa
When Doctor František Veselý established a new company
that had overtaken the declining spa of Luhačovice in 1902, he
prophesied that the place would become a natural centre of
Moravia. His vision mostly came true. During the First
Republic, the Luhačovice Spa experienced its greatest
development when the leading architects of the time
participated in its extension. You can even now enjoy the
unique First Republic character during spa procedures or
walks along the promenade.
1. The Colonnade and the Pavilion of Springs
Although the elegant link between the two main parts of the town
comes from the 1940s, it refers to the best of the First Republic
architecture.
2. Inhalatorium
The monumental building of Josef Skřivánek and Jan Vodňaruk is a
gem of modernist architecture. The Community House is built in a
similar style.
3. Buildings designed by Dušan Jurkovič
At the beginning of the 20th century, the design of the spa was
strongly affected by Dušan Jurkovič, whose unmistakable style is
based on the traditional architecture of the Beskydy countryside.
1
3 2
| Stories of lifestyle / Spas
29
Busy life of Prague cafés
Much of the social life under the First Republic took place at
the café table. Journalists obtained tips for their articles,
artists discussed the quality of their own or foreign works, and
politicians formulated their declarations in cafés. Students
met with their idols, chatted with them, and even created
important ideas about their future career steps. Many of the
cafés are still emanating the First Republic atmosphere. To
name just a few: Café Louvre, the famous Slavia, Café
Imperial, Café Orient in the Cubist House of the Black
Madonna and Café Platýz.
1. Café Imperial
The Art Deco café from 1914 is renowned for its cuisine.
2. Café Louvre
One of the most famous Prague cafés frequented by Franz Kafka,
Albert Einstein, Franz Werfel and Karel Čapek.
3. Café Orient
A café built in the Cubist style according to the project of Josef
Gočár was closed only ten years after its opening due to the
outdatedness of Cubism. Today, first-rate coffee can be smelled
there again and the interior is furnished like at the time of its
creation.
1
| Stories of lifestyle / Gastronomy
30 2 3
Hop-producing power Žatec
There is no doubt that without Žatec hops, Czech beer would
not have gained its worldwide fame. The famous Žatec
"červeňák" hops serve as the basis of the pils beer, completing
the taste of Pilsner Urquell or Budvar from České Budějovice.
In the 1920s and 30s, a Žatec brewery was at the peak of its
production and was one of the most modern in the country.
Today, you can taste beer from the local hops directly in
the unique Hop and Beer Temple directly in the centre of
the town.
1. Hop Museum
The world's largest museum of its type will acquaint you with
everything you want to know about growing hops.
2. Hop and Beer Temple tourist centreWalk through the hop
labyrinth, take in the view from the tower, and experience the striking
of the only hop astronomical clock in the world.
3. Synagogue
In Žatec you will find one of the largest Czech synagogues, which has
become the centre of local cultural life over recent years.
1
3 2
| Stories of lifestyle / Gastronomy
31
Live tradition Wallachian Open Air Museum, Rožnov pod
Radhoštěm
Establishment of the independent republic encouraged the
efforts of many institutions and individual enthusiasts to
preserve the "national memory". Such enthusiasts in the
picturesque Beskydy village of Rožnov pod Radhoštěm
were the brothers Alois and Bohumír Jaroněk. In 1925, they
jointly established an open air museum, which sought to
introduce and pass the traditional life of the Wallachian rural
environment to the coming generations. The Rožnov open
air museum is the oldest and currently even the largest
museum of its kind in central Europe.
1, 3. Wallachian Open Air Museum
The carefully created display constructed since the First Republic
introduces the traditional life of the Beskydy foothills.
2. Jurkovič observation tower
You can finish your afternoon in the museum by climbing the
nearby observation tower. The building, which was built according
to plans of the famous architect Dušan Jurkovič, dates to 2012.
1
3 2 32
| Stories of lifestyle / Traditions
Timeless quality Stories of Czech brands and industry
After World War I, Czech industry experienced new
prosperity. Engineering and especially car making gained a special position. The Škoda Company got
a new impulse after purchasing the Laurin and
Klement Company, while Tatra came back with
visionary models by Hans Ledwinka. Much like
today, traditionally produced glass was deeply
admired. Zlín is a specific phenomenon, which
transferred into a modern industrial town
unparalleled in the world under the management of
the Baťa brothers.
Stories and destinations in the chapter Stories of Czech Brands and
Industry
11.7.2017 34
Stories Destinations
Story of the Škoda brand Mladá Boleslav
The shoe empire – Baťa's Zlín Zlín
The phenomenon of Bohemian glass Jablonec nad Nisou, Nový Bor
Story of the Tatra automotive company Kopřivnice
Sparkling crystal of the Moser brand Karlovy Vary
Not only an industrial town Ostrava
Story of the Škoda brand Mladá Boleslav
The devastating fire at the Mladá Boleslav Laurin and
Klement works in 1924 heralded the merger of the
successful car maker with the Plzeň Škoda company.
Following the meagre years of the economic crisis, the
car maker embarked on a new life – and now it is the third
oldest functioning car manufacturer in the world.
1. Škoda Museum
Exhibits in one of Škoda's oldest factory halls introduce the
history of the famous brand from the first Laurin and Klement
bicycles to the latest models. The exhibited models include the
famous interwar Škoda Rapid and Škoda Superb limousines.
2. Flying arrow
The typical winged arrow in the logo first appeared on the
bonnets of Škoda cars in 1926. Allegedly, Tomas Maglic, the
business director of Škoda, brought an Indian from his journey
in America as a servant and the sign represents his stylised
head.
3. Secondary School of Engineering
An interesting example of the First Republic functionalist
architecture is the Secondary School of Engineering built in
1927 according to the project of Jiří Kroha, the size of which
reflects the importance of the car industry for the town.
1
3 2 35
| Stories of Czech Brands and Industry
The shoe empire Baťa's Zlín
The story of entrepreneurs Tomáš and Jan Antonín Baťa, who
turned an inconspicuous shoe factory into a global company
during the 1920s and 30s, still continues to fascinate. Today,
the Baťa brand is known in Brazil, China, the United States and
throughout Europe. Thanks to the Baťa factories, after World
War I Zlín grew into a self-confident town, which is unique with
its architectonic and urban concept.
1. Baťa houses
Baťa built several colonies of family houses for his workers in the
surroundings of his plants according to models that he saw in the
United States. The so-called Baťa houses were originally only built to
survive for thirty years, but they still meet the standards of living.
2. Baťa high-rise
The headquarters of the Baťa works were functionally elaborated as
perfectly as his factories. The current seat of the Regional Office
attracts the attention of visitors who admire Baťa's mobile office and
the magnificent view from the roof.
3. Museum of Shoemaking
You will learn the most important facts about the history of Baťa in the
Museum of Shoemaking, which attractively presents the values and
principles behind the success of the company and development of the
town.
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1
| Stories of Czech Brands and Industry
Symbols of the new state Stories of establishment of the Republic
The Czechs still perceive the emergence of the
Republic as an important milestone in its history,
which can be best seen during the regular celebrations
of 28 October. The enthusiasm following the birth of
the new state is still commemorated by hundreds of
statues and memorials throughout the country, many
of which capture the first president Tomáš G. Masaryk.
The story of the journey, which led to the
establishment of Czechoslovakia, is best represented
by a monument on Prague Vítkov Mountain.
Stories and destinations in the chapter Stories from
Establishment of the Republic
11.7.2017 38
Stories Destinations
Following in the footsteps of T. G. Masaryk Lány, Prague, Hodonín
Troubled destiny of the Czechoslovak Legions
Memorial – Vítkov
Prague
Story of border fortifications Eastern Bohemia, Silesia
11.7.2017 39
Stories of architecture and design
a
Functionalism became the leading style of the First Republic, matching the Czechoslovak architecture with the European leaders. The architectonic style was accompanied by a distinctive design of furniture as well as objects of daily use.
c d
Celebrations of establishment of the Republic and associated events (shows, concerts, music festivals). Museums and galleries offer interesting exhibits and accompanying programmes.
Support of key products with direct links to the theme
The MICE product holds its own strategy in conformity with creation of the corporate brand-name
of CzechTourism
Sightseeing trips
Cultural tourism
Product Product line
Prague Modern Prague
Towns with a story UNESCO monuments
Regional towns
Cultural landscape Regional products, traditions
and intangible heritage
Cultural journeys Gastronomy, regional
gastronomy, regional food
Spiritual and religious
trips
Christian traditions
Jewish traditions
Trips through the landscape
Active tourism
Product Product line
Summer trips Outdoor activities (cycling, hiking, golf,
sports activities in towns...)
Indoor activities
Winter trips Outdoor activities (downhill skiing,
cross-country skiing…)
Indoor activities
Health-oriented trips
Spa therapy and medical tourism
Product Product line
Czech spas Classic therapeutic spas
Wellness combined with luxury
stay
Medical tourism
Medical interventions as the
incentive of the trip
Healthily and
responsibly
Eco-tourism
Agro-tourism
Outdoor movement
Healthy lifestyle
Communication
strategy
Resources and requirements
11.7.2017 41
• Promotional mix (3P): product (destination brand-name/branding
and product lines), (activities on source
markets), promotion (communication)
• Marketing tools B2C: marketing communication, promotion,
external communication, marketing research
• Marketing tools B2B: content creation, partnership marketing,
promotion, external communication
Strategy
11.7.2017 42
Communication objectives • Creation and profile of a unified destination brand-name
• Support of the national product line
• Increase of regional dispersion
• Prolongation of the length of stay
Positioning • Czech Republic – Land of Stories – the principle of storytelling
Strategies • Creation and spreading of the content – emphasis on quality
• Cooperation with partners on the regional and international level
• Political support of tourism development as a significant income for the state
budget
Target groups for the markets and the campaigns
11.7.2017 43
Target groups • Pleasure seekers: well-to-do, educated, well-travelled, adequate product portfolio
• Cool: well-to-do, educated, well-travelled, potential for the group of pleasure seekers,
strategic invention
Effective impact on the target group: combined communication to both target groups has the
potential of 45% of the impact on the population
Markets – according to the height of the media budget Var 1) – 7 markets incl. CR Var 2) – 10 markets incl. CR
• Domestic tourism: blanket coverage blanket coverage
• Neighbouring markets: Germany, Slovakia Germany, Slovakia, Poland
• Short-haul markets: UK, Benelux UK, Benelux, Italy
• Long-haul markets: Russia, USA Russia, USA
• Asia: - China
Campaign
11.7.2017 44
Thematic communication • Support of branding as an attractive tourist destination
• Support of product lines on markets with high knowledge of the Czech Republic
brand-name
Extra-thematic communication • Support of branding as an attractive tourist destination by means of destination
highlights
Interdisciplinary branding • Support of unified branding of the Czech Republic (in 2016 – Czech Olympic
Committee / Land of Sport, CzechInvest – Land of Investment)
New vision of campaigns 2017+
11.7.2017 45
Thematic communication
Extra-thematic communication
Product lines Destination highlights Product
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www.czechtourism.cz
Radana Koppová on behalf of the CzechTourism Agency [email protected] Prague, 26/06/2017 Version: 2.3