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North America
Pre-2016
The US market
52,4% of Americans know Flanders in a broad (= heard the name) sense
30,0% of Americans know Flanders in a strict (= have an imagine of it) sense
American overnight stays in Flanders: 5th market
Source: FDP Economy, GDS
Source: Toerisme Vlaanderen
The Canadian market
Canadian overnight stays in Flanders: 16th market
Source: FDP Economy, GDS
North America
Present and Future
ChallengesOpportunities
BrandingPartnerships
Challenges on North American Market for Flanders
- 2016 was the beginning of a VUCA era
- 2016 saw rising travel cost
- Need to boost our brand and rebrand
- B2B/ Projects approach through partnerships
- B2C through proactive targeted messages and partnerships
Shape the message and play offense
2016 BOOKING AND DIRECT ARRIVAL DATA NORTH AMERICA
• Tickets issued (January – October): 127,426 -> • Arrivals (January to October): 125,271 -> - 14.5%• Trending:
BookingsArrivalsSource: own analysis based on ARC data
2016/2017 ARRIVALS/TRENDS FOR NORTH AMERICA
• Direct Arrivals to BRU (January to October): - 14.5%• Overall USA arrivals (Jan – Aug): - 25.9%Americans are less likely to include Flanders/Belgium in theirPan-European vacation
2017 outlook:• Might see an increase in “Canadian” travelers as some Americans are trying to disguise their nationality(Trump effect)
• ”Make America great again” will lead to an increased focuson domestic issues, including travel
2nd Challenge: Travel Cost
STRONGER TOGETHER FOR THE CULTURAL TRAVELER
Opportunities
HOUSE OF FLANDERS - BELGIUM
Flemish Masters
Gastronomy Belgian Beer
Chocolates
Cycling
Fashion
ArtHeritage
WWI
Architecture
History
Festivals
Comics
Take away building block and structure becomes shaky. Take away more and whole house comes crumbling down.
Targeting marketing depending on audience to create an entrance into the house.
North America market with high interest in cultural trips and limited knowledge of Flemish Masters -> Opportunities with Travel agents and tour
operators
First phase work on brand awareness,
Later phases on conversion, and creation ofValue proposition
ACTION PLAN 2017 – FLEMISH MASTERS/Cultural traveler Trade
MICE
GENERAL TARGET GROUPS:
- ASSOCIATIONS
- EVENT AGENCIES
- INCENTIVE HOUSES/CORPORATIONS: renewed focus on corporates,
most affected by the current economic and political climate
2017 Create a valid commercial Flemish Masters offer - MICE
stimulate event planners and incomings to create commercial cultural
tours/products to be promoted for MICE
Incomings and event-planners will be asked to jointly create a Flemish
Masters offer specific for MICE purposes.
Extra Flemish Masters incentives will be made available for international
biddings.
North America: Promote Flemish Masters tours via MICE-newsletters, sales
calls, fairs & workshops, new partnerships
PROJECTS
Flemish MastersFlanders for foodiesFlanders is a festivalWWI
Work with well branded partners&
Integrate in partner workshop/events/fairs/…
MEDIABased on focus group results actions in 2016:
- Concrete social media results.
- FB from 8.000 to 588.000 - TW from 4.000 to 190.000
- More than 4M Video views
- Targeted online campaigns for branding and conversions.
- Traditional media: The New York Times, Nat Geo TV, Washington Post,
Billboard, Yahoo,
- Based on research, we will react to requests for fam trips and only work
proactively for specific VIP actions.
- Increasing our online presence: New landing page for practical info.
- Continue to add partners for brand recognition and overall reputation.
- Take advantage of other destinations investing their multimillion budgets
on traditional media, while we catch their audiences online.
CONCLUSIONS
New Branding Approach
Branding partnership with all Belgian government
entities and partners,
Specific VISITFLANDERS actions
- 1. Proactive TARGETED storytelling
- 2. Bookable Offer
- 3. Partnering
Flemish Masters
Gastronomy Belgian Beer
Chocolates
Cycling
Fashion
ArtHeritage
WWI
Architecture
History
Festivals
Comics
1. Proactive TARGETED storytelling
2. Bookable Offer
Create Bookable Offer and translate story into action.
Take this offer to partners
And
Throughout entire outreach we will continue to brand ourselves
and enhance brand value through partnering.
First priority: work with existing partners to craft a cooperation program e.g. UA, Delta, SN
Looking for new partners that will give us an added brand value and better value for money proposition e.g. alumni travel, museum travel, low cost carriers, other destinations
Long term partnerships with consortia e.g. Virtuoso, Signature, USTOA and memberships of Cvent, PCMA, ASAE, IGLTA, Amex
3. Partnering
Budget proposals and business plan for enhancing brand value and creating new partnerships have been asked of consultants.
Long-term Partnerships envisioned for 2017 and
beyond (will have to be sustained till at least 2019)
Proposal for a three thronged parallel campaign:
-Virtuoso preparation for 2018 Chairman’s event:
- ROI: Estimate +10% sales or +/- USD 2.4 million at current
projection/ year or USD 12 million over 5 years.
-Academic/ cultural travel partnerships with preferred TO's and
outreach to alumni organizations and museums
- ROI: +50% new arrivals in this field
-Brand image campaign
- ROI: change perception from “terrorist hotbed” to attractive “old
European charm” to re claim lost arrivals of 2016 and attract new
ones.
CONCLUSIONS
Contacts for Partnership opportunities
MICE contact Brecht Putman, MICE Manager
Phone + 1 646 4487 160
Email: [email protected]
Opportunities:
-Site Inspections
-FAM trips
-Trade Shows & Workshops
-Webinar
-Lead Generation
-Sales Calls
-Value Proposition
Trade contact Marco Frank, Trade Manager
Phone + 1 646 448 7164
Email: [email protected]
Opportunities:
-Newsletters
-FAM trips
-Coop
-Webinars
-Lead Generation
-Sales Calls
-Value Proposition
Media contact Marcos Stupenengo, Media Manager
- Phone: 212-584-2336- [email protected]
Opportunities:
- New initiatives
- Social media campaigns
- FAM Trips
- Press releases
- Online content
Special programs contact Wimke Nijs,
Program and Business Manager
Phone + 1 212 584 2336
Email: [email protected]
Opportunities for cities/museums/chefs/…: Marketing projects
- Flemish Masters
- WWI
- Flanders for foodies
- Flanders is a festival
THANK YOU
Line VrevenDirector North America
Brecht Putman, MICE ManagerMarco Frank, Trade Manager
Marcos Stupenengo, Media Manager Wimke Nijs, Program and Business Manager
North America OfficeVISITFLANDERS
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