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Active Influencing
Small and Medium sized Citie‘s Tourism
EUROPEAN MOZART-WAYS
PICTURE FINAL CONFERENCE
Luxembourg Sept. 2006
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Our Formula
…take the
most popular European, worldwide, multiply him with
hundreds authentic sites
in 10 European Countries…
…form „that“ into a network
make it pulse
and let it grow !
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The Network
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First Step
Build a strong Organisation
The Members
Board of Directors
Art Advisory Board
Scientific Advisory Board
Touristic Advisory Board
New Members Management
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The Touristic Comite’ agreed in 2003on the following Strategy Points
HOW WE SEE OURSELF:
1. The Verein Mozartways gives the impulses!
We will not only coordinate the shared activities, but recommend important projects and set necessary impulses
to motivate people to come and buy. 2. So, our Main Benefit beside administration is
the creation of additional “moneystreams” for our members.
To make European Mozartways successful for all, we…
1. Promote additional guests & income2. Promote medium & long-term activities3. Support a strong Unit within the European Regions 4. Strengthen the Mozart Network (by connecting Regions,Towns, Institutions)
5. Administrate common activities
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“Second Step
Support the (touristic relevant) Offer
The Mozartways Ideas Pool
The „Veranstaltungskalender“
“Mozart Preserving“ Activities
Various Eventplatforms
Mozartway Exhibition
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Third Step
Support the Sales
„Salesmanual“ 2006 (pdf)
Sales Databank for Distribution
10 Recommanded Mozartway Tours
Salesmanual 2007…
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Step FourSupport Communication
Web Portal: „www.mozartways.com“PR, Newsletters & Picturebank
The New Mozartway MapPlanned Streetsigns
Activate the National Tourist Organisations
Our potential guests are:Individuals
Groups from overseasGroups on overnight excursion or for a day
Guests in the regionLocal & regional inhabitants
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Market Segments
Leisure Prof.FIT Sightseeing, Culture Congress, Meetings
Recreation, Wellness IncentivesActivity, Special IBusiness
Groups Excursions of Incentives Vereinen & Org Companyexcursions
Seniors, Berufsorganisations, „ Jahrgänger“
Schools, Students „Fernreisende“
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Mozartways Member
Additional Advantages
1. Best known European person
2. High Uniqueness (authenticity)
3. More Actuality (aida-formula)
4. Cultural Competence
5. „Point on the map“
6. Additional benefit for the guests
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Objectives
Formula of Success (Quantity x Quality) – Costs
More guests & higher expendituresmake additional money stream
Other figures to measure:Mozart‘s actuality & knowledge along the „Ways“Mozart Presence in the Medias and Catalogues
Mozart events development, before & after
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Merci
Grazie
Danke
Thank You
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1. WAS SOLL EHER UNSERE AUFGABE SEIN? Bitte ankreuzen– Wir sind Impulsgeber & Koordinator………….O– Wir sind nur Koordinator………………………O
2. UNSER HAUPTNUTZEN für die Partner– Schaffung zusätzlicher Mittelströme (durch Mozart) im Netzwerk…..O– Hauptsächlich Übernahme von Verwaltungsaktivitäten……………...O
3. ZIELPRIORITÄT Bitte die folgenden Ziele nach ihrer Wichtigkeit für unser Projekt reihen.von 1 = am wichtigsten bis 5 = weniger wichtig. Längerfristig wirksam……………………………Zusätzliche Mittelströme für Partner…………….Ein eigenständiges Netzwerk unterstützend……..Hilfestellung durch Know How…………………Hilfestellung durch Verwaltungsübernahme……Sonstige Oberziele………………………………
4. Wenn wir den Gesamtmarkt nach Motivationen unterteilen inFit: Gruppen:Kultur Ausflüge v VereinenSightseeing v Senioren
Wellness v BerufsgruppenFreizeit: Erholung Etoa Busse
Activity Sonstige GruppenFamilieSonstige
Meetings SchulausflügeBeruflich: Kongresse Betriebsausflüge
Geschäftsreisen Incentives
5. WELCHE GÄSTE WOLLEN WIR DAVON?Welches davon sind die 3 wichtigsten Zielgruppen für unser Projekta.b.c.
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The Results Redemtion Rate 67%
1. WAS SOLL EHER UNSERE AUFGABE SEIN? – Wir sind Impulsgeber & Koordinator………….X Alle einstimmig– Wir sind nur Koordinator………………………O
2. UNSER HAUPTNUTZEN für die Partner– Schaffung zusätzlicher Mittelströme (durch Mozart) im Netzwerk…..X Alle einstimmig– Hauptsächlich Übernahme von Verwaltungsaktivitäten……………...O
3. ZIELPRIORITÄT 1 = am wichtigsten bis 5 = weniger wichtig. Zusätzliche Mittelströme für Partner…………….1.Längerfristig wirksam……………………………...2.Hilfestellung durch Know How…………………….3.Ein eigenständiges Netzwerk unterstützend………4.Hilfestellung durch Verwaltungsübernahme………..5.Sonstige Oberziele……….Bekanntheitsgrad steigern
4 & 5. WELCHE GÄSTE WOLLEN WIR DAVON?
Welches davon sind die 3 wichtigsten Zielgruppen für unser Projekta. Kulturtouristen, Sightseeingtouristen, Familienb. Gruppen jeder Artc. Kongresse & Incentivesd. Etoa-Europabusse
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INFLUENCE ON OUR TOURISMUS KONZEPT
MANAGEMENT:The Idea: We are not only Coordinator we also
care for Impulses, to generate additional
streams of money for our partners….
Financing & Budgetflow: MARKETING: Situation Key-PointsMarket Segments: Culture&Sightseeingtourists, Media, T-
Agencies Families, Groups of any kind
RecomendationsMeetings,Congress & Incentives Key Accounts Etoa-Europebusses Katalogs
Angebot:Communication:Products&Sales:Mafo & Databank
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Our Main ObjectivesImportant for activity evaluation
OBJEKTIVE WEIGHT ACTIVITYAdditional Income 5for the Partners:
Medium Term 4Activities:
Provide compatible Coop Tools by „know how“ Service: 3(From Coop Activities, Evaluationsupport to Mozart Database)
Network of Regions, 2Towns, Institutions:
Create a strong Unit within the European Regions: 1
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THEMA DETAILLIERUNG MOZARTWEGE
Touristisches Angebot Mozartroute mit Karten, Schildern, SymbolenMusikschwerpunkte, gem. Sonderausstellungen, WanderausstellungenSpezialführungen, Mozartpackages, Events, Workshops, MozartCard
KommunikationPR-KalenderEinladungen & AussendungenRedaktionsbesuche Top 20 I-Netpräsenz Mozart Site & Links,Web CommunityDirect Mails Schulen, UnisVereine, Clubs, Firmen, Kirchen..Nacharbeit
VerkaufListung bei den Top Reiseveranstaltern