key partnership benelux...6-page advertorial in 10/2020 or 11/2020 edition 4-page advertorial in...
TRANSCRIPT
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Key Partnership 2020.BeNeLux.
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Overnights 2018 Switzerland.
2018 vs. 2017§ BeNeLux: +3.9%§ Netherlands: +4.5%§ Belgium: +3.9%§ Luxembourg: +0.4%
+ 50’177 Overnights
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Segments.
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Your Hashtag.
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Our Hashtag.
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Your elevator.
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Our elevator.
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Hypertargeting Campaign.
§ Target based on three criteria:§ Interests and hobbies§ Professional background§ Physical location
§ Market specific comparisons of real-life situations and how we interpret it in Switzerland.
§ Distribution depends on topic, timingand target group.
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Hypertargeting Campaign.
§ Mix of digital, social media and out of home advertising.
§ All exposure pays into positioning of your region/destinations.
§ Exposure on dedicated landingpage on MySwitzerland.com
§ Integration of bookable offers
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Sustainability sells.
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Sustainable Travelling.
§ Sustainable way of living is an essential part of the Swiss culture. But we haven’t been promoting it so far.
§ There is a strong need for a conscious way of travelling. So we need to co-create and merge our strengths: Destinations, travel media, tour operators & scientists.
§ Content creation by media about sustainable travel experiences in your region.
§ Creation of two business cases for you as a key partner.
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Sustainable Travelling.
§ Combination of 4 tools§ Research Project: strong ground base for the
campaign & tool to present newsworthy and catchy pitch stories.
§ StoryMakers Event 26/09/2019: Switzerland as exclusive host country where a selected group of media, brands, destinations and experts shed light on responsible tourism.
§ Sustainable Ambassador Trip: A 4-day sustainable travel experience for a selection of media, bloggers, scientists and entrepreneurs.
§ Sustainable Ambassador Summit: The groups share their experiences and present their business concepts for the Swiss regions during the train ride back to the Benelux.
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The Authentic Story of Switzerland.
§ Switzerland as prime conscious traveldestination§ Travel stories, tips for itineraries and activities§ Interviews with leading Swiss ecotourism
pioneers
§ Print production in cooperation withcommunity house ’New Skool Media’ § Leading publishing network in NL§ Publisher of 21 special interest magazines
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The Authentic Story of Switzerland.
§ Look and feel§ 32 pages, 185x145 mm
§ Recycled paper/compostable biofoil
§ Supplement of magazines
§ Target group§ Heart for the environment and humanity
§ Strong, autonomous and curious
§ Active, dedicated and involved
§ Empty nester, well bourgeois
§ Circulation 140.000
§ Reach:1.500.000
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Titles Circulation Topic
Columbus 23.000 Off the beaten track
Zin 22.000 50+
Delicious 23.000 All about food
Roots 14.500 In the middle of nature
Season 25.500 Inspiration for outdoor life
Fiets 19.000 Roadcyclist
Fietsactief 12.500 Recreational cycling
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Cycling with Fabian Cancellara.
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Cycling is religion in Flanders§ Target group: MAMIL’s
§ 34- to 55-year-old middle class men with a career, family and mortgage/property.
§ They spend an enormous amount of time, money and energy on roadcycling.
§ ’Green cycling’- addicts: They get endless pleasure from cycling together in nature. It gives them peace, empties their heads, makes them escape from the daily grind and brings them in a form of mindfulness.
§ Key partner exposure:§ Launch ‘Chasing Cancellara Event’ in Flanders: Press
conference, presence during the event, active participation in the cycling race to better understand the needs of your target group
§ Targeting campaign: Mix of online, SoM and advertising
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NKBV Cooperation.
Royal Dutch Mountaineering Association§ Member increase to 65.000 members§ Average age of 41 years
Key Partner Exposure:§ Media communication§ Newsletter to 48’000 addresses§ Social Media platform with 22‘000 followers§ Mountaineering day participation
09.02.2020 (5000 visitors, host a workshop)
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Key Media Management.
Your benefitPriority in media work for BeNeLux thanks tostrong media experts in AMS&BRU
Media Management covers§ Participation at summer launch event§ Priority for organisation media trips§ Monthly press release§ Monthly eMedia newsletter§ Press documentation for ST activities
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Key Account Management.
Your benefitPriority in several activities of ST BeNeLux. Re-Launch of Key Account Management.
Key Account Management covers§ Creation of new packages with tour
operators§ Organisation of fam trips§ Organisation of sales calls in market§ ...
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Key Partnership Costs.Summer.
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Your Summer Package.
Content Total ST BeNeLux PartnerBeNeLux PackageHypertargeting Campaign / Sustainable Travelling / The Authentic Story of Switzerland / Cycling with Fabian Cancellara / NKBV Cooperation / Key Media Management / Key Account Management
CHF 102’500 CHF 30’000 CHF 72’500
Key Partner Package CHF 102’500 CHF 30’000 CHF 72’500
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Segments.
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Swiss Ski Safari.
Swiss Ski Safari with Snowplaza§ Promotion on leading winter sports portals
in Benelux: § snowplaza.nl§ snowplaza.be§ skiinformatie.nl
§ Posts on related Facebook & Instagram§ Additional promotion via influecers SOM
accounts§ Max. 2-3 destinations per region§ Production & broadcast Winter 2020/21§ Total reach ca. 275.000/destination
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Swiss Ski Safari.
Key Partner Exposure:§ A Duch influencer and Snowplaza content
creator visit different Swiss Winter destinations§ Creation of original content:
§ 2x 20-min. live broadcasts per resort on Snowplaza Facebook
§ 2 Posts per resort on skiinformatie & snowplaza Instagram
§ Blog article on each destination on snowplaza & skiinformatie
§ YouTube video post on incluencer’s account§ Possibility of integrating an interactive
competition
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Pasar.
Pasar§ Established Belgian recreational organization for
outdoor sports enthusiasts§ 28.000 members§ Platforms:
§ Pasar Magazine§ pasar.be§ Pasar e-newsletter
Key Partner Exposure:§ 24-page Switzerland Winter insert§ 4-6 pages per partner§ Presence on pasar.be, newsletter, social media§ Content based on media trip
§ Ca. 200.000 contacts monthly reach§ Release: Oct/Nov 2020
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NSV Cooperation.
Nederlandse Ski Vereniging (NSV)§ Dutch Ski Federation, 65.000 active members
Key Partner Exposure:§ Wintersport Magazine
§ 6-page advertorial in 10/2020 or 11/2020 edition § 4-page advertorial in “Diamonds of the Alps”, special insert
distributed with 12/2020 edition of Wintersport Magazine§ wintersport.nl
§ Official NSV website§ Theme page of region/destination§ Destination of the week on homepage§ 12-15 min. video on NSV Snow Show web TV§ News item in NSV e-newsletter§ Facebook posts
§ Ca. 800.000 contacts
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Key Media Management.
Your benefitPriority in media work for BeNeLux thanks tostrong media experts in AMS&BRU
Media Management covers§ Participation at winter launch event§ Priority for organisation media trips§ Monthly press release§ Monthly eMedia newsletter§ Press documentation for ST activities
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Key Account Management.
Your benefitPriority in several activities of ST BeNeLux. Re-Launch of Key Account Management.
Key Account Management covers§ Creation of new packages with tour
operators§ Organisation of fam trips§ Organisation of sales calls in market§ ...
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Key Partnership Costs.Winter.
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Your Winter Package.
Content Total ST BeNeLux PartnerBeNeLux PackageSwiss Ski Safari / Pasar / NSV Cooperation / Key Media Management / Key Account Management
CHF 60’000 CHF 14’500 CHF 45’500
Key Partner Package CHF 60’000 CHF 14’500 CHF 45’500
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