Group bp marketing

Automation and Drives (Hungary)

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Old Method

New Concept

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Introduction

Mechanism

Automation and Drives

Marketing Budapest as Tourism Center

The Budapest Challenge


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Old Method

New Concept

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Introduction

Mechanism

…Who We Are?

• Tittmann, János

• MSc in IB

• Kovács, Balázs

• MSc in MM

TEAM

TOPICMarketing Budapest as a Tourism

Center

Introduction


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Old Method

New Concept

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Introduction

Mechanism

The Old Concept

• Excelent pictures

• Introduce beauty of Hungary

• Very positive approach towards Hungary

• A place everyone would gladly go

B U L L S H I T !

BUDAPEST

1. Tourists get disappointed once they get here, too favourable picture !

2. Hungarians can realy piss off tourists !

3. Complete lack of tourist infrastructure !

Introduction


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Old Method

New Concept

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Introduction

Mechanism

Why Conservative, Previous Concepts Failed?

• Disappointed tourists

• Hotels are not as on the pictures

• Tourist agencies making the picture better than it is in reality

• Unfriendly Hungarian citizens

• Avoid instead of helping

• Packs of tourist commonly get stolen

• Unfair claims towrds the tourists

• Restaurant bills

• Taxi bills

• Shop prices

YES, He is an angry tourist!

RE

SU

LT

• Tourists go home disappointed

• Spread negative rumors about Hungary (negative PR)

• Advise friends not to go!

• Total destruction of the image promoted by Hungary

• All marketing to promote Hungary was waste of money!

Old Method


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Old Method

New Concept

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Introduction

Mechanism

Regular Tourist Confrontation on the Way of Observing Hungary

• Arrive to the airort

• Catch a TAXI / rent a car

• Travel through the city by car

• Go to the hotel

• Exchange some money and leave some in own currency

• Check out the city sites

• Use public transportation during the siteseeing

• Try to find the next location via communication with Hungarians

• Have a meal during the day

• Leave the city

Average day of a

T O U R I S T !

• They paid 3times the amount of money for the taxi than estimated

• Realised that there is nothing to do at the popular sites despite watching

• Got cheated 2-3 times with exchange rates and double billing

• Couldn’t get to the next location on their routplan

• They really feel like going home

What did our tourists experience?

…How to turn this around?

Old Method


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Old Method

New Concept

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Introduction

Mechanism

The New Concept

Experience the Budapest Terror!

• Show Budapest as it is and make a global challenge out of it

• Avoid disappointed tourists

• Demonstrate main sites of Budapest as they are in reality

• Incredible world-wide PR effect

1, Find your way through Budapest, demonstrate how it is possible !

Experience the Budapest Terror!

2, Show the different faces and opportunities of Budapest !

3, Everyone wants to see how foreigners fight there way through the city !

New Concept


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Old Method

New Concept

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Introduction

Mechanism

Routplan (1)

1 Arrival at Ferihegy Airport – Finding own lugadge

2 Driving in rush hour

• Drive through the city to next station, without bloodpressure rising too high (with respect to KRESZ)

3 Heroes’ Square

• Find clue below the loose stones at square

4 House of Terror

• Look for a name in the underground chambers

5 Opera House

• Reorganize stage decoration

New Concept


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Old Method

New Concept

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Introduction

Mechanism

Routplan (2)

6 Blaha Lujza Square

7 Parliament

• Look for a key on the roof top

8 The Buda Castle

• Travel to the castle via TAXI, pay in EUR at the MNB ex rate

9 Mátyás Temple

• Try to purchase a Hungarian flag, go by foot to Moscow square

10 Mosqau Sqaure

• Clean a bus

• Give teletubby surprise concert, the ultimate survivor

New Concept


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Old Method

New Concept

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Introduction

Mechanism

Routplan (3)

11 Fogaskerekü

12 Jánoshegy

• Downhill challenge on the way down, try to get to Margit sziget

13 Margit Island

• The 4-wheeler compilation, look for Hungarian symbols on the island

14 Eastern Railway Station Parking House (West-End)

• Look for a Suzuki with the next clue, drive through the city

15 Citadella

• Receive reward!

• Use the line to get up to János hegy

New Concept


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Old Method

New Concept

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Introduction

Mechanism

The Concept of the Game

Publicity• Winnig Prize: 10,000,000 USD

• International streaming

• International competition

• Show a realistic view of Hungary

• TV Show watched World Wide

• Insane challenges

• Enormous prize

• Participants come from countries al around the world

• People will watch ”movie about important places” to the end

• They are entertained till the very end

• Contestants are tricked, fooled and cheated against

• Typically showing what to pay attention for if in Hungary

• Extemely negative picture will flood the media world wide as a sensation, without having to spend billions on awareness

• People will actually know about Hungary!

What we did?Educated the toursits on what to pay attention!

Provided an experience by watching that people

actually would want to try out!

+ cleaned BKV buses

New Concept


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Old Method

New Concept

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Introduction

Mechanism

Why and Who Will Come to Hungary as a Result of This Show

Adventurers and Explorers

• People want to see this with their own eyes

• Experience for themselves

• Can it really be this bad?

• People have an awareness of Hungary now

• The show will not just demonstrate how the candidates do at particular stations !

• Optimal routs, prices and tools will be compared to the ones candidates have taken

• People will actually want to see whether the stones at Heroes Square can be lifeted

• Poeple will want to sit on the bus cleaned by contestants

Mechanism


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Old Method

New Concept

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Introduction

Mechanism

The Mechanism

Experience Hungary much more positive than

expected!

Travel back home.

Tell about the better

than expected

trip.

POSITIVE PR!Draw the regular

tourists to Hungary!

Will leave Hungary satisfied

Mechanism


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Old Method

New Concept

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Introduction

Mechanism

Second Alternative

Do a show with the exact same concept as this one in Bukarest !!!

SLOGEN LINE AFTER that will certainly draw tourists to Budapest:

”… Bukarest sucks, go to Budapest!”

Mechanism


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Old Method

New Concept

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Introduction

Mechanism

Spooky Vision # 01

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Old Method

New Concept

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Introduction

Mechanism

Spooky Vision # 02

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Old Method

New Concept

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Introduction

Mechanism

…Question Time!

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Group bp marketing

Travel

awareness of hungary

mechanism experience

beauty of hungary

tourists experience

hungary negative pr

budapest terror

result tourists

regular tourists