Antwerp Tourism & ConventionsAntwerp Tourism & ConventionsFashion in Antwerp campaignp p g
Case for Digital Tourism InnovationCase for Digital Tourism InnovationCampus
IntroductionIntroduction
• Antwerp has a vibrant fashion scene– World reknowned Fashion academyy– Fashion museum8000 creative companies all over the city– 8000 creative companies all over the city
– Antwerp six
• Fashion is a USP for Antwerpp
IntroductionIntroduction
• Antwerp has 1.7 million overnight stays/year
– 14,4% cited shopping as a first motivation for their staystay
– From the total of 116 mill. Euros spend in Antwerp by tourists 32 mill is spend on shoppingby tourists, 32 mill. is spend on shopping
• Fashion is a USP for Antwerp as a touristdestination
IntroductionIntroduction
• Keywords for us were:
– History of Antwerp as a fashion cityLife after the Antwerp Six get the fashion scene– Life after the Antwerp Six, get the fashion scene outG th C it A t Cit f f hi– Grow the Community Antwerp – City of fashion
– Practical information on the spot
FASHION IN ANTWERPFASHION IN ANTWERP
• Website www.fashioninantwerp.be
• Fashion Maps
• Application on iOS and Android• Application on iOS and Android
WebsiteWebsiteOverview Antwerp Fashion4 languagesResponsive design
D i hDynamic homepage
5 main menus:
• History• Contemporary fashion• MoMu• Antwerp fashion
department• Shopping
FASHION IN ANTWERP mapsFASHION IN ANTWERP mapsThe Antwerp Selectionp
• 50 addresses• Shops that make the difference• Free!• Free!• 4 languages
DELUXE Selection
• 50 addresses• Special Antwerp shops• Luxury brands• Free!• 4 languages
FASHION IN ANTWERP appFASHION IN ANTWERP app
• 5 themed routes, 1 ‘best of’
• 64 locations
• > 400 images
• > 15 videos
• 30 fashion ambassadors
• 4 languages
• iOS + Android
• 2,69 euro
FASHION IN ANTWERP appFASHION IN ANTWERP app
• Unique content
• Unlock extra informationwhen visiting Antwerpwhen visiting Antwerp
• GPS triggered
• Extras:• image galleries• videos• behind the scenes
FASHION IN ANTWERPFASHION IN ANTWERP
• First results– Application pp
• 534 downloads/100 updates• Major part on iOsMajor part on iOs
Website– Website • 2200 visitors/month
FASHION IN ANTWERPFASHION IN ANTWERP
• Blogger outreach October 2013• Team up with Think social media and Tourism Flanders• Team up with Think social media and Tourism Flanders• An A list of 25 fashion bloggers• Targets are:• Targets are:
• Get to know the fashion bloggers and get theminvolved in the story of Antwerp fashioninvolved in the story of Antwerp fashion
• Grow the Antwerp fashion community on our social media channels, like our Facebook page on fashion, p g
FASHION IN ANTWERPFASHION IN ANTWERP
• PR campaignsPress trips in June and September– Press trips in June and September– Bloggers from Netherlands, UK, France, G D k J R i USGermany, Denmark, Japan, Russia, US,…
FASHION IN ANTWERPFASHION IN ANTWERP
• Questions:– Feel free to contact:
• Antwerp Tourism & ConventionsMiek De Roeckmarketing & communications [email protected] 3 338 95 02+32 3 338 95 02