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

Objectives, Approach

Agriturismo Cascina, Dogliano

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

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

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

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  

Information Tools

Camping Mexiko, Bodensee

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

The Eco-label brochures

• 6 languages: English, German, Greek, French, Spanish, Italian

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

The Eco-label Fact Sheet

Avail. languages: • English, • French, • German, • Greek, • Spanish,• Italian

Will soon be available at the Helpdesk

Where-to-stay-guide

3 languages available:• German, • English, • Italian

Mainly distributed

at fairs and events.

Where-to-stay-guide

• Purpose: Inform guests on all eco-labelled accommodations in Europe

The PowerPoint presentation

3 Languages:• German,• English,• Italian,• Greek

To be translated into CZ, HU

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

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

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

Activities at fairs

ITB Berlin 2005

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

EU-wide activities

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)

Implementation in target countries

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

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

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

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

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

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

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

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

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

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

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

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