france presentation flanders connection 2014
TRANSCRIPT
FLANDERS CONNECTION 2014 - FRANCE
1. The French market 2. Example Joint Promotion Trade 3. Focus 2015 / Rue de la Flandre
French economic indicators
↘ President Hollande’s popularity : 13%
GDP per capita (real 2013): 27.568 euro Source: Oxford Economics, TDM
The French market
Ranking 2009 Ranking 2013
1 Germany 1 China
2 United States of America 2 United States of America
3 United Kingdom 3 Germany
4 China 4 Russian Federation
5 France 5 United Kingdom
6 France
Ranking of markets in terms of total outbound travel expenditure (excl transport)
Source: UNWTO
The French market
93,4% of French know Flanders in a broad (= heard the name) sense
74,6% of French know Flanders in a strict (= have an imagine of it) sense
French overnight stays in Flanders: 2nd market
Source: FDP Economy, GDS
Source: Toerisme Vlaanderen
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
43%
18%
15%
24%
Brussels
Historic Cities
Coast
Flemishcountryside
+32%
The French market
Vlaanderen as a LOVEmark in France a ‘small country’ with a ‘rich experience’ art&culture, authenticity and quality-time a good meal & drink, visit a museum, go out, but also: trendy Flanders : fashion, design, shopping a safe destination, nearby, easy to reach, but still different from France Flanders is HYPE. a short stay in Flanders is a 3rd or 4th holiday (3 days/2 nights). Flanders competes with lowcost-destinations.
Trade action example
At this very moment, a joint promotion with Weekendesk, in the form of a Facebook Ads campaign, is promoting their offer through the different Christmas markets of our cities :
Visibility to a wide targeted audience + Call to Action !
Trade action in negociation for 2015
Voyages-sncf.com is by far the leading OTA in France, specialised in railway transportation but also providing hotels, city cards, ... They are currently working with Germany, but we are working on being their next partner.
Focus 2015 FRANCE
↗ awareness of Flanders ↗ number of arrivals
Flanders has to be ‘top of mind’ through a high quality offer
Follow, advise, influence individual TOs + OTAs for their Trade-programs.
In France we mainly promote the cities through the productlines. Brussels remains the gateway to Flanders (>800.000 overnights).
The need for experience and lifestyle of the potential visitor are the focus of our attention (≠push Flanders as a set of tourist attractions).
Focus 2015 FRANCE
Market segments and target groups
Paris/IDF, North of France. Thalys is a logical partner (35%) ; Brussels Airlines offers opportunities.
The campaign ‘Les Flamands Osent’ aims at a public looking for quality and originality.
CSP+ (++), ‘young’(45 yr), higher educated (25% BAC+4) and higher income (biggest spenders : 174€/night).
Reasons to go : fame of the cities, vast offer, art & cultural heritage, AND gastronomy.
Focus 2015 FRANCE
WHERE WHAT
WW1 Westhoek + Steden Lepoint.fr + Presstrips
Trade : mailing schools
BIER ALL Presstrips ifv opening De Koninck/…
Event 'Vlaamse Straat'
Trade : Paris Beer Week
FASHION Antwerpen + Brussel Presstrips ifv actualiteit
Shopping
GASTRONOMIE ALL Event 'Vlaamse Straat'
ARTS Brugge URB EGG + handmade
Trade : Famtrip
Antwerpen Rubens
Trade : Young (This is Antwerp)
Brussel Contemporary art/ WIELS
Gent Lightfestival / Lam Gods
Trade : Floralies
Mechelen Contour
Trade : schools (Carillon)
Leuven Beer
CYCLING ALL Event 'Vlaamse Straat'
MICE Kunststeden (4+2) Famtrip + Event
FRANCE, FLANDERS and BEER
25% of the French associate Flanders with beer
The French are the biggest spenders in Flanders : 174€/day
France is the major importer of Belgian beer in the world
FRANCE, FLANDERS and BEER
What is the match between a preview of an art or design exhibition discovery of a destination break during a festival roadside during a bicycle race tasting bar ?
BEER, of course!
BtoB opportunities
- Take advantage of the buzz around the event to invite our professional contacts
- Travel Agencies, Tour Operators, Event Agencies, Specialised Press …
- Organization of a Workshop with our Flemish Partners : Hotels, Museums, Cities, Breweries, Congress Bureaus, DMCs, PCOs …
- Networking event in the evening … Around a beer of course ! WORK IN PROGRESS