Digital Marketing & Communication Strategy Tourism & Conventions

Digital Marketing & Communication Strategy 1.Analysis of the digital AT&C today (SWOT) Facts & figures (research in Belgium and abroad) Recent digital trends → how do these trends influence Antwerp as a travel destination 2. Working Method (for next few years) Conditions (technological aspect, staff) → point of focus: online communication with ≠ target groups (This Is Antwerp // Fashion in Antwerp) 3. Digital Marketing & Communication Strategy Phase 1 Phase 2

Analysis 1.Digital AT&C today Website – – – Social media ( visit Antwerp / Antwerp City of Fashion / thisisantwerp) ( Visit Antwerp / Fashion Antwerp / thisisantwerp) (visitantwerpen) Other: Yammer, instagram, e-newsletters, mobile apps,…

Analysis → Facts & Figures! Study Visit Flanders: what are the most important resources to get information and get inspired when looking for a travel destination? –67% didn’t contact a local tourist office directly –29 % consulted websites from Antwerp (Source: Kunststedenonderzoek Visit Flanders in 2011)

Analysis → Facts & Figures! 54 % travelled without a mobile or digital device (→ Those who had one, didn’t use it often) (Source: Kunststedenonderzoek Visit Flanders in 2011)

Analysis → Facts & Figures! 90 % of the visitors were individual travellers More than 70% of the visitors booked online –(booking.com / hostels.com / youthhostels.com / …) (Source: Kunststedenonderzoek Visit Flanders in 2011)

Analysis → Facts & Figures! Research abroad How U.S. and European travelers decide where to go US –112 milion Americans took at least 1 holiday last year (min. 100 km of their home) 76 % consulted online resources 54 % used mobile websites and apps for travel information 46% used information from an online travel agency Only 6 % used social networks for info 12% think that suggestions from friends and family are very imortant FRANCE –20 milion French took at least 1 holiday last year (min. 100 km of their home) 80% consulted online resources 24 % used traditional (printed) travel guides and 16 % was adviced by a travel agent 39% gets influenced by suggestions on social networks

Analysis → Facts & Figures! GERMANY –29 milion Germans Duitsers took at least 1 holiday last year (min. 100 km of their home) 46% likes to have control on all aspects of their journey → they desire a lot of info of the destinations 84 % used min. 1 website → 35% preferably destination websites 39% gets influenced by suggestions on social networks 30% gets influenced by interactive maps and online videos UK –21 miljoen Brittish took at least 1 holiday last year (min. 100 km of their home) 67% believe that review websites are useful → 36% uses these website to choose a destination 37% gets influenced by suggestions on social networks 13% used mobile websites and apps for information (Source: Phocus Wright’ destination unknown: How U.S. and European travelers decide where to go)

Analysis → Facts & Figures! US is definitely a trendsetter –Online travelmarket increased from 0,1% in 1998 to 51% in % of the international travellers has a smartphone –Device is being used during the journey Gain information (80%) Search for local activities (63%) Gain general info (53%) (Bron: New Media Trend Watch, 2012) → Prognosis Worldwide Mobile Communications Device Market Share, Gartner, 2011

Analysis → Conclusion World gets more digital every day → Online sources are the most important resources to gain information and get inspired when searching for a destination (Visit Flanders) →bookings: mostly online →similar trends in other countries (websites are the most important sources when choosing a destionation) → 40% of international travellers have a smartphone 80% uses this device to gain information → In Flanders facts & figures on smartphone use aren’t comparible People have a smartphone but don’t tend to use it (roamingcosts? Not enough WIFI spots)

Working Method General information in 2 ways 1.citytrippers / (media)professionals → visitantwerpen.be similar to other destination sites (increase of 8% by 2016) → redirect from thematical sites, social networks and websites of our partners. Staff –Online employee (coördinatie) + frontdesk employees (knowledge + updating info) –Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination

Working Method 2.≠ target groups → thematical websites for USP’s en niches –Fashion: fashioninantwerp.be + app –Gastronomie: smaakmeesters.be –Jongeren: thisisantwerp.be + app Staff –Online employee (coördinatie) + frontdesk employees (knowledge + updating info) –Outsourcing: external editors / copywriters / bloggers spread content about Antwerp as a travel destination dream themasites bloggers social media reisspecifiek research visitantwerpen.be partnerkanalen book boekingmodule online ticketing experience locatie gebaseerde informatie, real time mobiel belevingsproducten share bezoekervaringen klachtbehandeling

Working Method BASISDATA: evenementen, locaties, toeristische cijfers, contacten,… UITDATABANKTOERISMEDATABANKBAROMETERS TVL CRMGIDSENAPPLICATIEBEELDBANK WEBSITE INFOZUILEN EXTERNE OUTPUT BACK OFFICE DASHBOARD KLANTENKANALEN Request for proposal Venuefinder/ Roomfinder-booking Ticketing/ online shop Selecte informatie Roomfinder-boeking Ticketing Selecte informatie Back office gebruik Ticketing/shop Roomfinder/boeking Uitgebreide informatie statistieken Citytripplanner Toerisme Vlaanderen Layar, … Thisisantwerp website, Informatie tags bij locaties, Mode applicatie TOERISTISCHE DATA REFERENTIESYSTEEM Externe bronnen Interne bronnen Verzameling en verrijking van gegevens: locaties, venues, evenementen,…

Working Method Important focus point in 2013 = new website (visitantwerpen) –Prospection: partner to work out a digital marketing & communication strategy How do we communicate and what role has our website –Phase 2: development of a new website Conclusions and results of phase 1

Digital Marketing & Communication Strategy – Specifications 1.Phase 1: Strategic study -Current online situation (analysis + recommendations for imporvement) -Strategic advice (advice online communication, SEO and conversion, monitoring and research,…) -Trends (internet & mobile trends) -Tourist data (social media use, content in multiple languages,…) -Technically realistic (technical feasibility of the stragegy) 2.Phase 2: Converting strategic study into a digital, tailor-made concept -Implemantation of the strategy -Practical plan for building most suitable applications and features into the digital platform