1 Introduction 2 Germany 3 SWOT 4 Goals 5stake- holderder 6 Global strategy 7 sponsor 8 global tactic 9.shedule 10 evaluation 11budget 12 country strategy: 12.1Spain 12.2South Africa 12.3 Italy 12.4 India 12.5 USA 12.6 UAE Project Team “ “ Rediscover Germany” Rediscover Germany” Global Communication 2006: Global Communication 2006: PR for Germany PR for Germany Concept of Team 6 Concept of Team 6 an global case study an global case study
Transcript
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
““Rediscover Germany”Rediscover Germany”
Global Communication 2006: Global Communication 2006: PR for GermanyPR for Germany
Concept of Team 6Concept of Team 6an global case study an global case study
2
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Index1. Introduction
– The task– The client
2. Germany in short3. SWOT: Germany as tourism destination4. Goals5. Stakeholder6. Global strategy
3
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Index7. Sponsors8. Global tactic9. Shedule10. Evaluation11. Budget12. Country Strategies
12.1 Spain
12.2 South Africa12.3 Italy12.4 India12. 5 USA12.6 UAE
4
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
1. Introduction
Background of the task
The development and execution of a long-term global and strategic PR campaign. Germany is well known in most countries but this campaign will focus primarily on increasing the awareness of the country as a tourist destination.
The interest will be mainly concentrate on 6 countries namely: Spain, South Africa, Italy, UAE, USA and India.
5
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
1. Introduction
The Client:
„Promote Germany” Composed of governmental institutions, tourist boards,chambers of commerce, industry and cultural institutions and various media companies.For this case study the client isrepresented by Birgit Brünger, foreign office,Germany.
6
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
1. Introduction
Expectations of Client (Results)
– The awareness of Germany‘s natural beauty, culural heritage, modern culture and beautiful/exciting cities should have been increased
– The vacation days of young people age 20-35 spent in the Germany should have increased
– The tourists in the age group 40- plus should be spending more money per day and person in Germany
– Due to the federal system in Germany the client explicity demands an increase in the number of vacation days spent in Germany in at least 5 different federal states (“Länder”)
7
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
2. GermanyIntroduction
• Capital: Berlin• Federal Republic• President: Horst Köhler• Chancellor: Angela Merkel• Population: 82,6 million people• The German population is characterized as open-minded, modern and tolerant• Germany has a wealth of dialects – the dialect and accent indicate where a person
comes from• 16 federal states• Germany provides the diversity of an entire continent in one country• Germany has: 90 cities, 14 000 towns & villages, 2 seas, 11 mountains, 25 mountain
ranges, 4 rivers, 5 lakes, 13 wine-growing areas, 345 000 clubs for sports, 32 UNESCO World Heritage sites
• By train it takes 11 hours to travel from Flensburg in the North to Garmisch-Partenkirchen in the South
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
2. GermanyTourism destination for an overview: http://www.destatis.de/themen/e/thm_binnen2.htm
Overnight stays in accommodation establishments 1
and on camping sites by Länder Specification Unit 2002 2003 2004 Germany mn 338.70 338.59 338.77 - Resident mn 298.04 296.84 293.39 - Foreign mn 40.65 41.75 45.37 Länder - Baden-Württemberg mn 40.83 39.92 40.02 - Bavaria mn 74.85 73.98 73.66 - Berlin mn 11.13 11.43 13.26 - Brandenburg mn 9.20 9.29 9.26 - Bremen mn 1.29 1.31 1.42 - Hamburg mn 5.15 5.44 5.95 - Hesse mn 25.59 24.91 24.85 - Mecklenburg-Western Pomerania mn 24.48 25.95 24.39 - Lower Saxony mn 35.88 35.44 34.49 - North Rhine-Westphalia mn 37.29 36.61 37.69 - Rhineland-Palatinate mn 19.85 19.88 19.83 - Saarland mn 2.21 2.19 2.17 - Saxony mn 13.90 14.70 15.23 - Saxony-Anhalt mn 5.58 5.67 5.87 - Schleswig-Holstein mn 22.85 23.28 22.13 - Thuringia mn 8.60 8.59 8.54 Memo item: - Former territory of the Federal Republic mn 272.95 270.26 270.66 - New Länder and Berlin-East mn 65.75 68.33 68.11 1 In accommodation estbalishments with 9 or more guest beds.
Overnights stays in accommodation establishments 1
and on camping sites by countries of origin Specification Unit 2002 2003 2004 Countries of origin - Netherlands mn 7.53 7.86 8.02 - United States mn 3.98 3.75 4.32 - United Kingdom mn 3.52 3.48 3.77 - Switzerland mn 2.37 2.62 2.93 - Italy mn 2.18 2.33 2.48 - France mn 1.69 1.79 1.96 - Belgium mn 1.68 1.83 1.94 - Austria mn 1.71 1.78 1.90 - Denmark mn 1.43 1.52 1.58 - Sweden mn 1.27 1.31 1.37 - Japan mn 1.30 1.17 1.29 - Spain 0.98 1.02 1.22 1 In accommodation establishments with 9 or more guest beds.
Last updated on 01 June 2005
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
2. GermanyTourism destination:
The ranking of Germany is good, but there is a lot to do in sector: tourism and culture
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Natural Landscapes:• Snow capped Alpes in the South to the Mudflats on the coast • Largest sleeping Schild-vulcano in Europe, Forests: eg Schwarzwald, Bayerischer Wald, Lakes: eg Chiemsee, Müritz
Varied climate:•4 seasons: spring, summer, autumn, winter - •inconsistent weather patterns across the country.
MEZ: moderately temperature:•winter: normally 1.5 – minus 6 degrees Celsius in landscape colder too•summer the average is around 18 -20 degrees Celsius •Exceptions are the Upper Rhine: very mild climate, Upper Bavaria with its intermittently occurring warm Alpine wind from the south (Föhn) and the Harz Mountains’ special microclimate with its cold winds, cool summers and heavy winter snows.
Various offers: • Scenic routes:• Romantic route, castle route, wine route, • the oldest route1927: German Alpine Route• the youngest: German Motorbike Tour)• 93 nature parks and 27 world heritages.
3. SWOT STRENGHTS
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Different adventures to enjoy and attempt :• Sport -walking (70 000 miles of marked hiking trails), skating, cycling, riding, canoeing, hiking, paragliding, flying, extreme sports• Culture-museums, exhibition, collections, theatre.• Wellness -spa/therapeutic bath, nording walking routes, health resorts like Bad Staffelstein• Leisure-adventure parks, game parks, cinemas, open air festivals• History-castles (e.g. Wartburg), chateaus (Neu Schwanstein) reached back in the first centuries – fairytale land.
Country of High Standards:• Germans are willing to speak foreign languages, English and French is average for tourism, other languages too (e.g. cityguides). • Health standards are high – few diseases.• Travel is safe within the country; peaceful and safe travelling and Staying (woman, single travellers, groups) •Inexpensive public transport and world class travel system
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3. SWOT STRENGHTS
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Tourism:•Low percentage of incoming tourism: 82% domestic tourism and only 18% incoming tourism• no packages for cycling or paddling through Germany for foreign tourists •The most densely-populated country in Europe (82.6 million people)•The population is unevenly distributed
Politics:•Germany is divided into 16 Federal states – each responsible for the government of its own affairs, tourism often worked local, network is dense
WEAKNESS3. SWOT
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
•Multiculturalism country• German is a low cost destination in Europe: to compare the prices with other european countries: German hotels are at rang 22 (after Poland rang 20 and Ungaria rang 21)•Role- model concerning renewable energy and preserving of nature•Football is the most popular sport in Germany – opportunity to attract other countries during FIFA. •Peacefull situation intern and extern, international friendship •Different possibilities to stay in Germany:
•Hotels: class till*****, formule1/etap – Luxury hotels.•Pension: room or flat offered by private persons often on countryside- budget hotels.•Farm holidays•Outside-campsites• More than 600 Youth hostels (international partnerships e.g. www.hihostels.com ) – most include continental breakfast.•Offers with full board, half-board, only sleeping –budget accommodation.
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OPPORTUNITY3. SWOT
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Germany only linked with football cause FIFA.• Often Germany is seen in the light of the holocaust and Nazis; not as beautiful holiday destination and the attacks of stranger strenght this image• High level of Bureaucracy (Federal states and towns) • Image is tanted in many countries
THREATS3. SWOT
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Germany is a country with various possibilities to spend holidays but not recognized much from foreign tourism.
• The federal state with the most incoming tourism is Bavaria, Bremen with the fewest
Our questionaire in all countries shows a different image of Germany, some (traditonall) aspects are known everywhere:
What is in your brain hearing Germany?„Beer, beer, beer, beer, wine, wine, wine, wine and a few apples.“ „The pictures in my head include classical cathedrals, lots of space,German dark pubs“
streets, octoberfest, the forests, Black forest cake.“
RESULT3. SWOT
17
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
4. GOALS
In generalShort term:To generate the attention and interest in Germany
Near Future:To create a sense of knowledge and awareness about Germany, promotion of Germany as beautiful destination, encouraging target group to spent their next holiday in Germany
Long term:Excessive booking of vacation trips to Germany and help create the perception that Germany is a destination that has so much to offer and can be visited time and time
18
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
COMMUNICTION OBJECTIVES DERIVED FROM GOAL 1
Output Objectives
To develop an carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries.
Information Objectives
To increase the knowledge and appreciation of individuals for what Germany as a country has to offer, primarily carried out by information session, activities and actual experiencing of Germany
Attitudinal Objectives
To reinforce a or reestablish a favorable attitude of inbound tourists towards Germany, who in return will favorably promote Germany to others.
Behavioral Objectives
Consistently treat all stakeholders wit respect and always be helpful in providing and information they may require or help with any problems or queries they may have.
GOAL 1: To Create an awareness of Germany‘s natural beauty, cultural heritage, modern culture and beautiful/exciting cities.
19
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
COMMUNICTION OBJECTIVES DERIVED FROM GOAL 2
Output ObjectivesTo develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries.
Information ObjectivesTo increase the awareness and interest in Germany and all relevant aspects pertaining to Germany especially all the things you can do and places you can visit.
Attitudinal ObjectivesTo establish a favorable attitude towards the vastness of Germany and the numerous things you can see, do and experience
Behavioral ObjectivesTo ensure that all individuals within Promote Germany and various partners are regularly trained and updated with information on Germany. They automatically and politely can provide answers or advise tourists on Germany
Goal 2: To increase the amount of vacation days of young people age 20-35 spent in the Germany
20
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
COMMUNICTION OBJECTIVES DERIVED FROM GOAL 3
Output ObjectivesTo develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries.
Information ObjectivesBy outsourcing the advertising component of the strategy to a top German advertising agency and highlighting shopping and other area like activities.
Attitudinal ObjectivesTo establish a favorable attitude towards Germanys trading environment.
Goal 3: The tourists in the age group 40 - plus should be spending more money per day and person in Germany
21
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
5. STAKEHOLDERSDirect: Potential tourists in two primary age groups from Specific Targeted Countries
•Young people between the ages of 20-35•People aged of 40+
Indirect: The national and international media and General people in the Tourist Industry
Other: Including Government, Sponsors, Partners, tourist industries, General Public, Promote Germany Employees (Both nationally and internationally)
Specific Targeted Countries
Promote Germany Employees
General Public within Germany
Tourist industries
Governments
Partners & Sponsors
People aged 40 +
Young People aged 20-35
International Media
National Media
PROMOTEGERMANY
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Vision StatementTo achieve measurable results and real
definable benefits for the German tourist industry.
6. GLOBAL STRATEGY
23
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Mission StatementTo facilitate in the growth of inbound tourism through efficient and effective
research and driven strategic implementation.
6. GLOBAL STRATEGY
24
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The Theme for this strategy is to highlight Germany’s assets by focusing on three primary values namely:
•Nature
•History
•Fun
These 3 aspects are seen as separate units which function on their own and influence each other as a whole. By focusing one or all of these 3 areas a coherant picture will be created in all strategies.
SLOGAN: Rediscover Germany: A land of Cultural and Natural Wonders
CENTRAL MESSAGE: Germany the Multi-Faceted kaleidoscope
TARGET MESSAGES FOR SPECIFIC COUNTRIES: Each country has an individual strategy but some countries felt that a message on top of the central message was not necessary.
valuesGERMANY: NOT JUST FOOTBALL AND BEER
- BUT RATHER THE HEART OF EUROPE.
6. GLOBAL STRATEGY
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Offers visitors a extensive variety of attractions and sites - from the stark Baltic Sea coastline to the Bavarian Alps, the chocolate-box
Gothic castles of Bavaria to its endless picturesque towns.
• It appears that there are people worldwide who are not aware of this aspect of Germany. Perhaps this is because the perception of an industrial and rich country is not associated with nature.
• Nature means although sport
Nature6. GLOBAL STRATEGY
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Highlights Areas pertaining to literature, knowledge, special location just in the middle of Europe, Museums, the Berlin Wall, the unique wine routes. The History of our country links the landscape the cities and the villages creating a exclusive setting.
• In Germany there are testimonies about the country’s history: For example Roman influence has played a role in creating this nation...then in middle age we can mention the Hildebrandslied or people with the names like Walther von der Vogelweide to Luther and Karl der Große, then in the reconnaissance think of Kant
• Just walking through some streets of Berlin you can conceptualise that something important happened along time ago.
• We feel that without visiting Germany on a European tour your visit would not be complete. Therefore Germany has to appear as a central destination for tourists that want to come to Europe.
6. GLOBAL STRATEGY
History
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Refers to modern experiences like Carnivals in Cologne or the Oktober Fest in Munich. Having said this is also represents a pleasant weekend by biking experience with the whole family or even eating a frankfurter whilst walking through Munich.
• Germany is not as serious as people think: Think about Playmobil-parc, Toys-museum, Steiff-teddy
• There are no laws which forbid smoking or drinking in public: you are therefore really free to relax in Germany
• As stated there are several things to experience with regards to Fun, we will focus on our young target audience, highlighting that it’s possible to go to Germany with a couple of friends for a week and visit places like museums but still have fun with the people, food, drink and clubs.
Fun6. GLOBAL STRATEGY
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
...So rediscover an antique Land whose history begins in the
early Middle Ages with the Holy Roman Empire and
Charlemagne and whose landscapes gave the inspiration for
legends…. The Nation has changed today into a competitive
country with an high tourist potential that satisfies the needs of
people who want to enjoy the cultural aspect of the country and
for the young people who want to spend a week in the
mountains or in a sea town.
6. GLOBAL STRATEGY
29
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Promote Germany in its whole services and inputs inthis three concepts under one umbrella:
• CULTURE as the umbrella that takes into account all the aspects that Germany can offer to the tourists:
• Germany is presented in three concepts which have several relations between them and are the base of each action: gobal and per country. Every concept is part of that what our analysis shows what tourists in each country are interested in.
• You can create different action and offers in coherence with this idea and you can focus only one aspect for one target group in addition to every country culture and to a saisonal offer too.
• For the 3 years and following years you have a never ending number of possible action
• It is possible to implement later in each other country too....
6. GLOBAL STRATEGY
Implementation approch
30
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• ...Because to implement this idea we thought in two ways:• One way takes the most global approach• The other way the most individual situation of each country• a global project with different local strategies and tactics but always
under the same cultural umbrella• Therefor global actions in Germany and each country co-ordinated
by Germany and different country actions by each country co-ordinated by the country
• The global actions generate interest to the campaign and Germany and more partner
• the country actions generate a personal connection to Germany more deeper
• All is coherent to Nature, Fun and History and generate appetize to come to Germany
• This are not the federal states which are visited mostly, Thuringia as cadrel of German cultur has a small incomming tourism, but that are the ones which all
• present Nature, Fun, History • present a different view on Germany behind football and beer:• present big and small towns, countryside (mountains-seaside),
handcraft, art....
6. GLOBAL STRATEGY
Implementation approch
32
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
7. SPONSORS & PARTNERSSponsors Within Germany:•Verband deutscher Naturparke e.V. •World Heritage Fund Germany, •Funparks Germany – since they represent the concepts of Fun•Main media partner CNN international, deutsche Welle, spiegel online german/english•Airline co-operation: Lufthansa•Tour operator-wine festival: TUI•Coach liners •Various Hotels
In Other Countries
•Will be highlighed within each countries strategy
Partnerships within Germany•Within Germany there is an association of tourist companies - DZT •Through communication we will involve them as our partners. •With the help of Gov’t support – we will involve bothe public and private institutions in the 3 year strategy. •Create the most effective team of tourist specialists to get as many ideas as possible from professionals that are already in the tourist industry.
33
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Imagine a scale:• Actions mainly for direct target group
Young people old people
German week weekendCook battleWebsite
Image film magazine plakats
• Actions mainly for indirect target group
German tourWine festival
8. GLOBAL TACTIC
34
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
8. GLOBAL TACTIC • An international wine festival with an included competition that lets
the winner go home with “The best international wine” award, can be held at Germany in the first year.
• It must be publicised through print media and through the campaign ads to invite respective countries.
• As another event on the first wine festival, all countries judge which German wine is the best and in the 2nd year these wines come to another country in which the same festival will be held and still sponsored in part, by Germany.
• In order to not leave UAE out, a special offer can be made to them, to attend the festivities and be a part of it. The tourism minister of UAE can be one of the chief guests.
• This can go on in different countries from year 3 and so on with Germany being a major sponsor each time.
8.1 The international wine festival
35
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target Group and Arguments
The age group here ranges from 30 years, right up to 60+ including those who are true connoisseurs of wine. It can help to position Germany as a friendly country wanting to share its culture with the world.
8.1 The international wine festival
36
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Effect
• Bringing cultures together with a wine festival as the base can make tourists and those participating exposed to this rich culture.
• The presence of journalists can enhance the awareness Germany with respective national media and encourage them to write about Germany.
• Aggressive marketing through the television, print media and internet will have vast reach and greater recall and association of Germany as a fun place to be and as a wine country.
TIME:
Between August and Octobre every year.
8.1 The international wine festival
37
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Communication agency:•One agency for contact and work with media international and national•Located in Frankfurt and Berlin, small offices in each Fifa city during Fifa•The developement of a Communication agency known as Uncover Germany, in order to communicate throughout our strategy with journalists from around the world.
First Task To develope a communication startegy focasing on the World Cup. Messages and ideas will address two primary sets of journalists.
1. Sport Journalists– These professional media representitives will be focused primarily on their nations team for
the duration of the World Cup. – Therefore we will ensure, that we are in contact with these media represntitives, there will be
various excursions to places of interest within Germany ( Places will be in close proximity to where Media representitives are situated) and entrance into these places will be free of charge to this Stakeholder group. They will gain access through the use of vouchers .
2. Journalists reporting of aspects of Culture, social events, tourism
•Why Utilize FIFA ?The Attention and Interest in Germany as a country, will generally be high
It’s important to highlight that Germany is not just about football, and that in fact it has many other offerings.
FIFA will act as a catalysts in obtaining peoples attention and Interest in Germany.
8.2 media strategy8. GLOBAL TACTIC
38
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Action–The promotion of places or events, where football players can go to inorder to have a little bit of fun and relax between matches.
–Journalists with the consent of the players will recieve passes into these places of interests creating the opportunity for players to be interviewed regarding topics and issues about the football. –Offer exclusive excursions to different Towns, Cities and Regions within Germany
–The strategy is supported by important individuals from Germany they have agreed to have interviews with the Media as long as the information regards questions pertaining to Germany
–The highlighting and opportunities to attend key events that will be happening around Germany during the World Cup.
8.2 media strategy
39
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
HOW TO PROMOTE OUR STRATEGY INTO
GERMANY ?
8.2 media strategy
for media in Germany
40
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Action 1 (I/II) • We will present our campaign in the most
important international tourism fairs in Germany like the ITB (Berlin) or GMT (Düsseldorf).
• The DZT (German National Tourism Board) will be our partnership there.
• It has to be seen as the approach of the German Government to promote a private sector that it’s important for them: the tourist sector.
8.2 media strategy
41
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• An individual stand in near of other German stands to show our global vision of campaign
• It will be an interesting place to make contacts and business with the public sector
• Tourism media will be there and we have for us our Press Agency in order to inform them about our thoughts.Interviews (allthough with important representatives from each country and experts for the campaign), reports and other media actions can be done there. And a generell press service to inform mass media.
So we reach the qualified visitors and normal visitors from Germany and international and with help from media the German public is informed.
Action 1 (II/II)
8.2 media strategy
42
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• The week before the first fair we have to present the results from actuall evaluation to the media
• The German Tourism Department will be the place to do it and all the media will be invited to be present
• To make appetize to join us at the fair and learn more about the current action: Have the image film at beginning and “global buffet” at the end: from each participating country one speciality is offered to eat.
Action 2 (I/II)
8.2 media strategy
43
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Action 2 (II/II)
• Our audience, will be the Germans in general.
• We want to show them that our country needs to increase the number of tourist
• The message can be “Be German, Promote Germany”
• By saying that each citizen should be proud of being German and that now is the moment to show the World that they have a lot to offer to them can encourage population to feel the strategy as them strategy
• Relationship for this with Merian, travel magazine and ADAC travel magazine; for example in a serie: each participating country is introduced for german reader
8.2 media strategy
44
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Aim One: Ensure that all guests invited to the launch tour have received their invitations and that at least 90% of all guests have R.S.V.P 5 weeks prior to the tour. (By the 4th of June).All guests have been informed briefly about the strategy, received their invitations to the launch tour and been in constant contact with the organisers. They are aware of why they have been invited and what role they have to play.
Aim Two: To create an awareness, understanding and excitement for the strategy by introducing and the media and the rest of the world to the idea of Rediscover Germany.By creating awareness prior to the launch week, individuals will be more interested in the tour and the actual campaign.
8.3 German-weekend
45
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The action which official starts the campaign• FIFA will create interest and excitement about Germany we will utilise these associations and vibe
created by the world cup for our strategy.• Last 2 weeks of FIFA advertisements - sponsored by various German companies and the German
tourist industry will be played during the half time breaks of the final football games .• Highlight various aspects of Germany - End with statements DISCOVER THIS COUNTRY FOR
YOURSELF or TRULY EXPERIECE THIS LIFESTYLE AND WAY OF LIFE.........A black screen will appear with white writing just stating the date of 7th July and the time of 15h00.
• Adverts will leave the viewer with wonder and excitement about Germany but the viewers from around the world will still not know the true reasons for these adverts.
• Before the 7th of July media representatives will be invited to a press conference held at (Astrium Hotel).
• Then at 15h00 we will briefly explain the reasons for the advertisements and the launch tour that will take place on the 22 July.
•There will be 6 major countries involved. • The representatives from each country will be named.
•Explained that features can be viewed on a primary TV Channels and on the news in each of the 6 countries sort of as the new ‘reality show’ of 2006.
•The interactive website for the tour will be highlighted. • Day - Day diary
8.3 Introduction to the world
46
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Day by Day Diary Entries
• At the end of each day country representatives will write a brief diary entry of the day’s findings, information and activities.
• These day by day entries will be viewed on the website
• The representative from each country will send their diary entry to their country in order for it to be published in the primary news papers from each country
• Finally an account of all 8 days will be kept on record and sent to various magazines in each country, these full diaries will be published in these magazines and accompanied with information regarding Rediscover Germany and the relevant information needed for each individual country.
Interactive Website - www.rediscovergermany.com •General information about Germany
•Information about all the countries involved
•Information about the strategy
•Profiles of all representatives from all the involved countries
•Replays/Recordings of interviews and activities
•Diary entries everyday
•Website can be viewed in different languages but the videos will all be in English
•There will be chat sessions 2 times during the tour where the representatives can have a general chat with people on the website regarding the tour.
8.3 Introduction to the world
47
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The New Reality of Reality•We will have a film crew on the tour that will film highlights of each day
•Make contact with the main providers of news broadcast in each country and make them aware of the fact that representatives from their country will be partaking in Rediscover Germany
•Highlights from each day will be sent to the key news broadcasters of each country
•The highlights will broadcasted at the end of the evening news and even on the morning news of the next day.
8.3 Introduction to the world
48
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
8.3.INTRODUCTORY WEEK CAMPAIGN
• Aim One: To introduce representative individuals from each country to the natural beauty, cultural heritage and distinctiveness that Germany has to offer as a top tourist destination.
• Aim Two: To establish relationships with key
representatives from the participating countries.
• Aim Three: The Encouragement of representatives to become ambassadors for Germany within their respective countries and to promote Germany as an exciting and up and coming tourist destination.
49
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Guest list
The individuals who will be invited and pose as representatives from each country will consist of people: who are seen as influential in the travel sector within each country.
•2 tourism representatives from each country (Tourist board)•2 government representatives (Ministers of Tourism)•3 Media representatives from each country (including the top tourist magazines and editors from news papers specialising in tourism)•3 representatives from top performing travel agencies within each country
10 representatives from each of the 6 countries therefore 60 guests all in all
8.3 Introduction to the world
50
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Invitations
•The invitation will be delivered by hand to all representatives by the 13th May•The invitation will be based on a theme that focuses on important and interesting aspects of Germany •Two days after this the representatives have received their invitation they will receive a CD
•This CD contains all the relevant information they will need, and an explanation regarding why their importance is seen as so vital. •The CD will also highlight how to gain contact with us and some of the key aspects will be explained like the fact that their trip will be sponsored and spending money is all that will be needed•The guests will also have the opportunity to state if there are specific places they would like to visit, and this will be taken note of.
•In the days that follow little clues about the tour and things that are unique to Germany and it’s culture will be delivered to the individual to create excitement and interest.
8.3 Introduction to the world
51
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• All the guests will fly into Frankfurt on the same morning - Astrium Hotel
• All guests at 17h00, and German media will report to the conference room where they will be seated welcomed by the German chancellor Angela Merkel and President Horst Köhler
• A short 15 minute film = Germany’s beauty and stating general information about the country
• The Chief executive officer of ‘Promote Germany’ will then introduce the concept of Campaign and briefly explain how each country will play an important and crucial role.
• A traditional 3 course German meal • Guests will be treated to band playing some of German’s greatest
hits from sixties till now.• First gift package filled with information material and a special
souvenir or gift to do with Germany
8.3 Introduction to the world: Arrival
52
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
ITINERARY AND ACTIVITIES• Meet at 7h00
• Federal states: Hessen, Thüringia, Nordrhein-Westfalen, Niedersachsen, Bremen, Rheinland-Pfalz
• Information provided throughout tour on Germany = an appreciation and love for the country will emerge.
• Guests will have to write diary entries everyday and be prepared for chat sessions with general public.
Route that will be followed
8.3 Introduction to the world
53
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Day 1Frankfurt: Main – Erfurt – Weimar –
Eisenach – fairytale up trough Kassel, Göttingen, Hameln – Hannover
Stops in:
• Erfurt: guided city tour (+/-1 hour), travel by a special train from Deustche Bahn to Weimar
• Weimar: Goethe house and Bauhaus – exhibition, chocolate – break (+/-2 hrs.)
• Eisenach: After short walk or drive to Wartburg, lunch at Wartburg (+/-1hour) and get information about garden gnomes (Thuringia invent them)
• Hameln: Lecture about the famous fairy and rat catcher of Hameln and other fairys by brother Grimm. Time for film, diary writing.
• Hannover: Sightseeing and free time (+/-2hours), get together and dinner, Diary writing experience German night-life.
Day 2Nature parks,Bremen, visit and meeting with
the representative from foreign office and embassy : discussion
• On the way to Bremen visit Naturepark 16 - Steinhuder Meer (+/- 2hours) and 11 - Wildeshauser Geest (+/- 2hours)
• Bremen: Lunch with fish and presetation + discussion at Schience-center (+/-2hours) then visit Wattenmeer = Bremerhaven - Wilhelmshaven (+/-2hours) – sightseeing 2 unesco world heritages in Bremen
• Time for diary entry and interactive interview on the website - dinner (+/-1 hour) , Experience night life.
• Hotel: Residence
8.3 Introduction to the world
54
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Day 3Bremen-Teutoburger forest-Düsseldorf-
Cologne
• From Bremen down trough Teutoburger forest (+/-1hour)
• Düsseldorf: Sightseeing an shopping boulevard (+/-2hours) lunch with chief of Quadriennale 06 and visit 1 exhibition there (+/-2 hours)
• Köln: Sightseeing (+/-2hours) Fantasialand
• Brühl: Adventure park, dinner there and then nightlife in Köln
• Hotel: Hyatt
Day 4Bonn – Königswinter-region – Angela
Merkel- Koblenz -use the Legendary Rhine-Romantic-Route:
• Visit Bonn and Königswinter: Drachenfels -the Saga Nibelungenlied says that here Siegfried murded the dragon (+/-2hours)
• Visit tourist sights on the way: castles, old cities; A vineyard and taste wine at Weingut Göhlen; information about activities: cycling, walking...
• Meet Angela Merkel (chancellor) on a ship on Rhine, MSRheinEnergy which transported the pope 2005
• Travel to Koblenz and have dinner and fireworks
8.3 Introduction to the world
55
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Day 5Koblenz-Rüdesheim by ship
• With the original paddle steamer (GOETHE) travel to Rüdesheim
• This part of Rhine, named Oberer Mittelrhein is a world cultural heritage site since 2002
• You will see St. Goarshausen -> Loreley
• The guests will have lunch and special programm there (+/-5 hours)
• Rüdesheim: The group stayes at Lindenwirt 3 star hotel + and there is a small wine evening with the wine queen of Rüdesheim
Day 6Rüdesheim – Worms – Mannheim -
Frankfurt
• on the way from Rüdesheim to Mannheim:
• Visit the nature park 55-Rhein-Taunus (+/-2 hours)
• Visit a youth hostel and Pension (+/-1,5 hours)
• Excursion to Worms (Nibelungenstadt) and Mannheim (+/-3 hours)
• From Mannheim via autobahn back to Frankfurt
• End at Cocoon club: last interviews, quiz and party
• Stay Overnight: Astrium Hotel Frankfurt
8.3 Introduction to the world
56
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Final EventFriday the 28th of July
• Cocoon club-guests not be aware of their final destination and will receive directions regarding how to get to the venue that afternoon.
• “Promote Germany” will hire out the whole club • Guests will arrive to be greeted by cocktails and finger food. • A quiz will be played where countries will compete - questions
asked that pertain to the 6 day travels and experiences. The winning country will receive 10 vouchers for a Rhine -Tour.
• The CEO of Promote Germany will explain that an evaluation will be had every 6 months regarding the number of people travelling to Germany from each country and +/- the amount of money that has been spent by these tourists.
• The rest of the evening then carries on with a celebration at Cocoon Club people say their goodbyes and party the night away.
8.3 Introduction to the world
57
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
•An evaluation will be had every 6 months regarding the number of people travelling Germany from each country and +/- the amount of money that has been spent by people from each country.
•This will determine which country has brought in the most tourists in the past 6 months.
•The country that wins will have their representative brought back to Germany for a more relaxing tour where they can gain more knowledge and experience more things that will benefit their country.
•This reward so to speak acts like an incentive inspiring the countries to continue with their strategies and ensuring our goals are met for the 3 years.
8.4 Incentives
58
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Year 1: Start campaign May/June 2006• Press agency (media strategy): opening the last week of may• Different events beyond football from Press Agency• 1. July - 9. July German week with cook- battle• 22. July- 28. July German Tour as official big start (introduction to
the world)• After 28. July the country strategies have to start• Octobre first issue of magazine• November/December: image film with deutsche Welle and CNN
international to all countries• Advertising
9. Shedule global tactics
59
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Year 2: 2007 • German weekend in each city of each country
the whole year, linked to national festivals• 4 issues in each quartal of magazine• March and may: take part on tourism fairs in
Germany• End of August 2007: the first wine festival• November/December: tour to „Weihnachtsmarkt“
(christmas market)• Advertising• The whole year in each country individual action
9. Shedule global tactics
60
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Year 3: 2008• 4 issues of magazine• January: Evaluation year 1 + 2• March: German weekend is developped to a
week • June: New tour for media• August: Second wine festival • The whole year in each country individual action
9. Shedule global tactics
61
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Year 4: 2009• The actions „best of“ the last years continued• Evaluation of year 3• End and new beginning: with a big wine festival
in Germany for all partners, sponsors, representatives of each country and possible new countries
9. Shedule global tactics
62
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Every year a survey by statistical office in Germany (eg destatis) to show how the incomming tourism was developed
• Before strategy, after the second and the last year: a survey with questions to image and knowledge about Germany in all participating countries
10. Evaluation global
63
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
10 budget global
For each global action in following slides
A sponsor is added to have enough money
64
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the Wine FestivalPromotion • Street Posters, advertising spaces, radio and tv commercials: 1,500,000 €
Mailing • Postal mailing ( 3000 addresses) 3,900 €
• Proceedings 4,000 €• Postal delivery of proceedings
1,000 €
Language services:• 5 simultaneos translators for 5 • days 10,000 €
Equipments:• Rental for 10 radio microphones
for
5 days 250 ۥ Rental for 5 amplification system
hall
for 5 days 8,000 €
Secretariat: • Contacts with Steering Commetee • and secretariat 500 €• Contacts with suppliers 500 €
65
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the Wine FestivalCoordination of guest accomodation 200 €Developments and coordination of social events 200 €• Meeting assistance of guest at airport 200 €Hotel: • 5 rooms for special guests 1,700 €Coffee breaks and luncheons: • Wellcome dinner for 100 guests 2,000€• Closing banquet for 100 guests 3,000€• Lunch for 40 guests for 5 days 1,100 €
Transportation:Airport/hotel transportations 125 €Personell:5 hostess for 5 days 5,000 €
Sundry: Photographer 5,000 €Press office 20,000 €Insurance 5,000 €Presents for special guests 1,000 €
Total expence without the next slide: 1,575,685 €
66
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Organization of stands and of the market places • Night-watchman service • Rental of public property • Current electricity • Shows and activities• Any other business• Promotional articles
Each stands will pay for itself
Budget for the Wine Festival
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the German week endPromotion • Street posters and advertising
spaces 400,000€
Mailing • Postal mailing ( 3000 addresses)
2,900 €
Graphics and printing of: • Luncheon invitation cards/envelopes
• Proceedings 2,000 €• Postal delivery of proceedings
700 €
•Language services:
•2 simultaneos translators for 3 days 2,100 €
Equipments:
•Rental for 3 radio microphones for 3 days 40 €
•Rental for 2 amplification system hall for 3 days 700 €
Secretariat:
•Contacts with Steering Commetee and secretariat 500 €
•Contacts with suppliers 500 €
•Coordination of guest accomodation 200 €
68
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the German week end• Developments and coordination of social events 200 €• Meeting assistance of guest at airport 200 €Hotel: • 3 rooms for special guests 1,000 €Coffee breaks and luncheons: • Wellcome dinner for 50 guests 1,000€• Closing banquet for 50 guests 1,500€• Lunch for 20 guests for 3 days 300 €Transportation:• Airport/hotel transportations 125 €Personell:• 2 hostess for 3 days 1,000€Operating expenses: • Telephone 1,000 €• Telefax 50 €• Translations 250 €• Mini bus 250 €
Sundry: •Photographer 1,500 €•Press office 10,000 €•Insurance1,000 € Total expence without the Followong cost: 430,575 €•Organization of stands and of the market places •Night-watchman service •Rental of public property •Current electricity •Shows and activities•Any other business•Promotional articles Each stands will pay for itself
69
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
German week end’s stands• Stands of biscuits: Bahlsen gmbh & co (Hannover), Georg Parlasca
Keksfabrik GmbH (Burgdorf), Griesson-de Beukelaer GmbH & Co. KG (Poch)
• Stands of milch: NORDMILCH eG (Bremen), MILEI GmbH (Leutkirch)
• Stands of honey: Wachter AG (Schwaig), Breitsamer & Ulrich GmbH & Co. KG (München)
70
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Wine festival Sponsor and stands• Apollinaris & Schweppes Hamburg (drinks)• Volkswagen (cars)• Kraft Bremen (cheese, but not only!) • Milei Leutkirch (cheese)• Bischöfliche Weingüter Trier Germany (wine)• Hermann Joerss Hamburg (wine) • Fränkische Wurstspezialitäten Hans Kupfer (wurstel) Heilsbronn • Fleisch & Wurstwaren Kottmayr-Vogel Altdorf• Cma (food products)• Tetra pak Hochheim/Main (Wrappings paper=film)• Adidas Puma (sport cloths and shoes)• Legoland (toys) Günzburg• Playmobil (theme park) Nurnberg • Garden gnomes
Each sponsor will be present at the Wine Festival with its own stand
71
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Sponsors for:The game• Sponsored by food industries: Kraft, CMA, Beck’s, Bahlsen • Food is for free • Internet is for free
The German tour• Stands of wines: Bischöfliche Weingüter Trier Germany,Hermann
Joerss Hamburg • Stands of bratwurst: Fränkische Wurstspezialitäten Hans Kupfer • Stands of biscuits: Bahlsen, Georg Parlasca Keksfabrik • Stands of garden gnomes
72
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the German tourMailing • Postal mailing ( 3000 addresses) 2,900 €
• Proceedings 2,000 €• Postal delivery of proceedings 700 €
Language services:• 2 simultaneos translators for 3 days 2,100 €
Equipments:• Rental for 3 radio microphones for 3 days 40 €• Rental for 2 amplification system
hall for 3 days 700 €Secretariat: • Contacts with Steering Commetee and secretariat 500 €• Contacts with suppliers 500 €
Hotel:
• 3 rooms for special guests 1,000 €
73
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget for the German tour • Conference hall 1,000 € • Buffet guests 1,000 € • Folders 520 € • Photographer 1,000 €
Transportation:• Airport/hotel transportations 125 €Personell:• 2 hostess for 3 days 1,000€
Operating expenses: • Telephone 1,000 €• Telefax 50 €• Translations 250 €• Mini bus 250 € Total expence 18,795 €
• Organization of stands and of the market places
• Night-watchman service
• Rental of public property
• Current electricity
• Shows and activities
• Any other business
• Promotional articles
Each stands will pay for itself
• Coordination of guest accomodation 200 €
• Developments and coordination of social events 200 €
• Meeting assistance of guest at airport 200 €
74
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget of WebsiteSponsored by tourist travel agencies, Lander, wine industries, (30,000 €)Film The film about German history and landscapeswill be sponsored by:Bayern Filmstadt (Munich)Babelsberg Film Park (Potsdam)Movie Park Germany Foreign office germany, dt. Welle and CNN (production and content, languages); (10,000,000 €)Street postersWith labels Nature, Fun, History will be sponsored by printing officesAnd Sappi (300,000 €)MagazineSponsored by Goethe Institut and local newspaper Der Spiegel, Merian and ADAC travel magazine
75
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
12. Country strategies• Remember... It was the 2nd way:
Country strategies in
Spain, South Africa, Italy, India, USA, UAE
• Enjoy the different kind of Human beeing and individual way of promote Germany in CULTURE (Nature, Fun, History)
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Goals and Implementation Strategy
12.1 SPAIN
77
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SWOT - SPAIN
STRENGTHS
• Spain is SITUATED near Germany • LOW-COST travel-airplane companies
• Germany has DIVERSE TOURIST DESTINATIONS (cites, landscapes, history)
WEAKNESSES
• Germany’s WEATHER is worse than Spain
• LANGUAGE PROBLEMS . German is a difficult language to learn and many Spanish cannot speak English
• ECONOMIC REGRESION
78
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
OPPORTUNITIES
• The impact of the FIFA WORLD CUP because of the relevance of football in Spain.
• Germans are seen as PROFESSIONAL in their work
• Germany perceived as a HISTORIC ZONE with interesting places to visit.
• TENDENCY is in our favor: - National travels are growing up a 3’8% and the international ones
are growing up a 17’1%. [1]
- In 2005, there was an increase of 20’1% of overnight stays of Spanish visitors respecting the 2004. To be precise, there was 1’46 million Spanish staying a night in Germany. [2]
[1] Familitour2004 is a official study that the Spanish Tourist Department is use to elaborate each year.
[2] www.alemania-turismo.com, Tourist German Office in Spain
SWOT - SPAIN
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
OPPORTUNITIES
• To find new CULTURAL EXPERIENCES are the most important argument of Spanish citizens who go for vacation abroad because of leisure activities
(43’3% of them). [3]
• 75% of Spanish who went abroad in 2004 chose EUROPE as destination.
[3] Familitur2004
SWOT - SPAIN
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
THREATS • THERE IS NOT a view of Gemany as a place to be visited as a tourist
destination. One example[1]:
- Only the 4’7% of Spanish who visited Europe as a tourist destination chose Germany.
- France, Portugal, Italy and Great Britain are in better position than us.
• Spanish perceive Germans as HERMETIC and too much SERIOUS people.• Spanish have the TRADITION to visit their country for their vacancies. In
2004, Spanish have done 42,5 milions of turistic trips inside Spain and only 4’6 milions international trips.
• Spain is the best place to go for vacation for the 90’2% of the Spanish[2]• Visiting Germany is more EXPENSIVE than having vacation in other countries
like Morocco.
[1] Familitur2004
[2] Famlitur2004.
SWOT - SPAIN
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Have a German TapaKey Message•Because:
In Spain there are several long week-ends and people can use them to visit Germany because it’s close to us.
It’s impossible to see the whole Germany with four days, but you can “taste” a piece of the country
“Tapa” in Spain means small and quality food that you have with a good wine.
… SO if you taste one “Tapa” of Germany, you will come back to have another piece
Strategy DIVERSITY
STRATEGY
82
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Description of the Action nº 1:
To create a Press Agency into the Tourist Office of German in Spain.This Agency also has to be in charge to enhance the relations with the tourist operator sector in Spain.
Target Group and Arguments:
Our two target groups are included in that tactic. We’ve noticed that the quality and quantity of information about Germany as a tourist destination that Spanish receive is almost zero.Spanish who go to Germany have to be so interested in it before the trip. For that reason we will work on a communicating plan in order to create documents with several formats with the aim of spread them.By working as close as possible to the medias, they will understand our new strategy and maybe they will be interested in talking about it.
SPANISH TACTICS
83
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target / effect
Sponsor
We will not have any sponsor in that activity
Time
It’s the first Spanish tactic that have to be done. Information is basic in the rest of the tactics that we are thinking in, for that reason it should be, first the material, and then the rest of the actions in order to use the material.
INFORMATION ATTITUDE BEHAVIOUR
SPANISH TACTICS
84
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Description of the Action nº 2:
Collaboration between groups or dj’s who are famous in Germany to perform in the most important events, discotheques and concerts and festivals in Spain.Once in the zone of the event, there will be person in charge to give the audience with leaflets with information about the groups or dj’s and their history, the place where they are used to performance and some tourist points about Germany. A website address it should appear.At the end of the performance, our German star will give a gift: an airplane ticket to go to Germany. Depending on the magnitude of the event we can reach more than one ticket.
Target Group and Arguments:
Target group is young people who are interested in all kind of tendencies and cultural movements. We have to relate Germany with FUN and it’s so easy to reach a huge number of people in that kind of events. They are into a good mood and they will be receptive to our messages because we are giving them the possibility to go to Germany for free.
SPANISH TACTICS
85
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target / effect
Young people communicate each other and the awareness about Germany as a possible tourist destination will increase. We are positioning our brand close to their areas.
Sponsor
If we are thinking on a dj, a sponsor would be the discotheque where they are performing in GermanyWe have to keep in touch with the Organization Members of the events in SpainThe third sponsor will be the airplane company.
Time
We have to start this summer because there are several music festivals and, then depending on the results and the styles of performances, we can select the most important events in Spain
SPANISH TACTICS
86
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Description of the Action nº 3:
Creating a contact between the Faculties of History in Spain and the route of the Holocaust. The Press Agency will work on it. The idea is to propose to the universities to come to Germany to visit the zones that there are related with that part of the recent history of Europe.We also can offer them information and several possibilities of routes because we already have that kind of information.Depending on the situation we also can contact with the Secondary Institutes of some capitals of Spain
Target Group and Arguments:
Target group is young people who are interested in knowing more about the history and culture in general of Germany.Spain is sensible with that kind of aspects because we had the Civil War just before the II World War and the term historical memory is right now in fashion.It can be easy to reach the target, because the university can be also interested in doing the visit.
SPANISH TACTICS
87
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target / effect
Young people with a high cultural level will be in touch with us and there are
Sponsor
We can try to contact with ONU because the nature of the project. Peace, respect, integration and communication between cultures and countries are values that are related with it.It’s also possible to get the help of the Cultural Department of the Spanish Government. We will pay 2000 euros per group in order to incentive the visits.
Time
We will need one year to prepare the tactic. It will be difficult to have the support of the ONU and Spanish Government. It’s also interesting to get a good database of the universities and the most accessible persons who are working there, so to start it the second year is realistic.
SPANISH TACTICS
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Description of the Action nº 4:
Offering to the most relevant Spanish TV Channels German Tourist Packages for free. The trip is the award for the competitor who win in that specific TV content. The program do not have to talk specifically about Germany (it is a normal program).We would talk with the most important tour operator in Spain in order to be the company that appears, also for free, on TV showing their products, fantastic routes through a special zone of Germany (routes will change depending on the program)
Target Group and Arguments:
There are as many different programs as targets to reach. We have to think in the GRP’s of the programs in order to get as much people a possible. On the other hand, quality of the audience is also important, so some study about the specific interest that we will have it would be helpful.
SPANISH TACTICS
89
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target / effect
TV is the most popular media and that kind of contents are watched, at least in Spain, by a lot of people. Action is not difficult to prepare and if we maintain the award for a month in one program their audience will already know about the possibility of Germany as a tourist destination.
Sponsor
We only have to talk with the TV Channels in order to accept our purpose and before that, coordinate the messages of the spot with the tour operator.
Time
We will have to divide the TV Channels in three years and we don’t have to offer to two programs the award at the same time. For that reason we will start after six months from the beginning of the project. There should be a period of three months between the apparition of the trip in two different TV Channels. After two weeks on air, the award will be removed.
SPANISH TACTICS
90
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Description of the Action nº 5:
Colaboration with BMW. Each Spanish who buy one of that kind of cars will enter into a draw. The award of the draw is a tour through some parts of Germany. The BMW AG Museum in Munich is for sure a place to visit for free.
The idea is to position the idea of quality of life and pleasure that BMW already has with Germany as a tourist destination.
Target Group and Arguments:
Target Group is high class people who are interested in buying a BMW. That cars are also bought for some young clients (it’s more difficult to see a young with a Mercedes, for instance).
It will be easy to reach our target because they are going to come to us. The seller will give the client with some information about the award and tourism in Germany and they already will know about it, because their predisposition to know it and the situation where they are.
SPANISH TACTICS
91
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target / effect
People will talk about the possibility of going to Germany for free with their friends. BMW has a good reputation in Spain and it’s a good partner because of its quality.
Sponsor
We need the OK of BMW in order to set up the tactic. We have to convince them that by doing it they will enhance the values of pleasure, quality, good service and transparence (because the visit in Germany)
Time
We will start with the campaign as soon as possible and we will draw one award among all the Spanish who bought a BMW each six months. The campaign will be open until the end of the project.
SPANISH TACTICS
92
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SPANISH TACTICS
Description of the Action nº 6:
Advertisement. Although the majority of the actions are related with public relations, we have to increase the awareness of Germany as a tourist place as soon as possible. For that reason spots and graphic advertisement will be done in order to reach our two targets.
Target Group and Arguments:
We will set up a media plan in order to get as much people as possible as a audience of our advertisement.
-TV: We are not going to use that media because is too expensive for us.
-Radio: We are going to promote some programs related with tourism and other programs that are listened, during the morning to the majority of the population
- Magazines: We are going to work with the most important tourist magazines in Spain
93
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SPANISH TACTICS
Target / effect
Advertisement is a good balance with public relations to get awareness of our strategy. Perception of Germany as an other possibility to go to have fun will be increased
Sponsor
There is no sponsor
Time
We will focalize our magazine and radio strategy for the whole year although we will pay more money when Spanish are thinking in where to go for a vacation during the long week-ends.
94
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SPANISH EVALUATION
• We will get the number of Tourist Operators as a contacts or partners.
• We also will receive constant information about the results of the Tourist Operators by selling German tourist packages
• We will do a clipping study of the medias that will talk about the events that we will use in order to promote German groups and dj’s.
• We will get diary information about the number of people who will visit the website that we will write into the leaflet
• Collaboration with the airplane company by giving them with a questionnaire that the passengers of the flights from Spain to Germany have to fill in during the flight. There will be open questions in order to know how the passengers wanted to visit Germany
• We will receive information about the number of BMW clients who will be aware about our tactic.
95
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SPANISH BUDGET
1. Press Agency- 2 persons full time …….…………….. 50.000 €- material elaborated……………….....200.000 €- other expenses………………………. 10.000 €
2. Events- 15 performances per year………….450.000 €- 2 persons to inform target…………. 4.500 €- others ……………………………….. 6.000 €
3. Holocaust Routes- 10 trips per year ……………………. 20.000 €
4. Contract with BMW ..................................... 6.000 €
+/- 31,100 South Africans, apply for visas to travel to Germany every year.
Majority of South Africans cannot afford to travel internationally because they have a low disposable income.
Young travelers are enticed by work opportunities and adventure.
There are quite a high percentage of people who have never been overseas before.
South Africans think Germany has a strong culture and beautiful natural landscapes.
Most South Africans have only visited the larger cities in Germany
99
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SWOT (CONT)OPPURTUNITIES THREATS
Retired South Africans tend to travel more frequently because they have more money and time at hand.
Many South Africans perceive Germans as unhelpful and unfriendly.
South Africans often take part in organised tours.
Threats weather is cold and wet, where South Africans enjoy the Heat.
South Africans want to go to Germany for the high standard food and drink (i.e. beer), sightseeing, skiing and the Oktoberfest.
South Africans travel to other countries in Europe for a gap year other than Germany
100
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SITUATIONAL ANALYSIS
• Diverse nation with variety of races, backgrounds and religions.
• Different religions and 11 official languages.
• 43 million people live in South African• SA disposable income and economy has a
direct impact on international travel and exploration.
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SITUATIONAL ANALYSIS (CONT)
• 1 163 839 people travelled internally in 2005.• Leading destinations visited by South African
travellers:• UK, the USA, Australia, Namibia, Mauritius,
Germany and Zambia.• Statistics shows that 31 000 individuals travelled
to Germany in 2005.
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Communication Goals• Communication goals: informative, attitudinal, output
• Communication goal 1:• Increase awareness among target population (informative)• Favorable attitude (attitudinal)• South African travel agencies and related partners (output)
• Communication goal 2:• Favorable attitude towards Germany (informative)• Increase awareness of travel agencies (attitudinal)• Organize a launch (output)
• Communication goal 3:• Increase awareness in general South Africa (informative)• Advertise the tour (attitudinal)• Outsourcing the advertising component (output)
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Implementation Strategy age 20-35
• Year 1• Competition launched on 5Fm• Questions asked about Germany• Winner take a trip to Germany with 9 friends• Contiki Tours, Pentravel and 5Fm advertise• Contiki tours and British Airways as sponsors • 5Fm will communicate with winner during trip
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Year 2
• Surviving Germany
• Winner take trip to Germany with 9 friends
• Broadcasted on M-NET
• Contiki tours, Pentravel, M-NET as advertisers
• Contiki tours, Pentravel, M-NET and British Airways as sponsors
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Year 3
• Flight Centre, Thompson Tours, Harvey Tours, Rennies Travel, and Pentravel
• Best agency take trip to Germany• Work on strategy to attract 18-35’s• 5Fm advertise plans on website for
agencies• ASATA as sponsors and communicate
strategy to travel agents of South Africa
106
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Implementation Strategy “40-plus”
• Concentrated on a print campaign
• Mainly in travel and tour magazines, brochures and newsletters
• Germany will be promoted on the basis of a tour
• Will focus on cultural tourism (because of “40-plus” age group)
• Launch will take place as event to introduce the tour
• Can choose:
• Business tourism
• Landscape/countryside tourism
• Cultural tourism (indigenous tours)
• Sport tourism
• Seasonal tourism
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Promoting Germany to the “40-plus”
• Following tours will be promoted• Each tourist can choose which one wants to undertake• Germany will be promoted on the basis of a tour
• Options:
• German Cuisine Tour• German Fashion Tour• German Cultural Tour• German Historical Tour• German Architectural Tour• German Business Tour• German Exchange Tourist Tour
• Will be available on a seasonal basis• Option of basic language training
108
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Promoting Germany (cont.)• “40-plus” tourists should have money• Focus on increasing money spend per person and per day• Will promote the Germany so that older South African tourists spend money
• South African “40-plus” will want to spend money on:
• Moving around• German food and drink• German beer culture• Attending German fares• Seasonal tourism• Designer clothes, appliances, gadgets• German products in South Africa• Services of tourism agencies• German airline
109
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Possible Partners• To join efforts to promote Germany to South African above age of 40
• Strategy differ from younger people
• Airlines: South African Airways, Lufthansa, Swiss Air
• Travel agencies: Pentravel, Suretravel, Flight Centre, Contiki Tours
• Print media: Getaway, You, TIME, Huisgenoot, YOU, Drum
• Banks: secondary partner in supplying money to tourist
• Embassies
• The above is only in South Africa
• Would need relations in Germany
• German hospitality industry to accommodate tourists
• Put public relations contact on Frankfurt
• Central to all South Africans when traveling Germany
110
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Sponsors• Sponsors only for the promotional give away tours at launch• German companies in motor industry practicing in South Africa:
• BMW• Daimler-Chrysler• Porsche• VW• Audi
• Siemens – worldwide enterprise in Germany and South Africa• German South African Chamber of Commerce• Concerned about business between Germany and South Africa• See tourism industry as business
111
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Media Exposure• Promote tour packages to “40-plus” through:
– Email campaigns– Advertising at travel agencies all over South Africa– Television advertising on South African Broadcasting Corporation (SABC)– Advertising in magazines– Newspapers– Dedicated website
• Promotions are based on the message:
“..the quality of the German experience..”
• “40-plus” must go there to want to spend money• That is what we are going to tell South African “40-plussers”
112
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Event• Indaba in Durban, South Africa in August• Trade show for the travel industry• Aim of the event:
– To launch the tours to promote Germany to “40-plus”
• Will run over an entire day• At entrance of venue, every guest will put name into lucky draw• Winner of lucky draw wins promotional tour• Three tours to give away to three travel agencies who best promote Germany• Condition: person must be over 40• Theme:
• Staff dressed in traditional German folk’s dress• German music• Classical German bells• German food and drink stalls
113
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Event (cont.)• Guests:
• Travel agencies (no matter how big or small)
• South African and German based airlines
• Possible partners
• Possible sponsors
• German ambassador
• German South African Chamber of Commerce
• German ambassador will address attendees
• President of German South African Chamber of Commerce will announce winner
• Organizers will be the public relations practitioners in South Africa
114
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Schedule• Main elements in the schedule:
– Develop a media advertising campaign to advertise event
– Finalize sponsorships for giveaway tours
– Finalize date for Indaba
– Decide on venue
– Estimate number of guests and invite, open to public
– Organize media coverage
– Finalize amount and allocation of stalls
– Organize and finalize VIP
– Print relevant brochures and trade magazines
– Write, spread and distribute press releases after event
– Follow-up advertising after event
– Distribute relevant information to travel agencies so that they can start selling of tours
115
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Budget• 6.3 million Euros = R 51.6 million • 1 Euro = R 8.20• Estimated budget per year:
• Salaries for people to develop & promote R 120 000 ( Only in the 1st year)
• Advertising (overall) R 3000000• Printing costs R 2 000 000• Publication costs R 8 000 000• Travel costs to establish partners R 9 000 000• Actuality programs R 3 000 000• Launch R 1 500 000• Freelance journalism R 350 000• Press releases R 200 000
TOTAL R 49 630 000
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Goals and Implementation Strategy
12.3 ITALY
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1 Introduction
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3 SWOT
4 Goals
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6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The most visited countries by Italian tourists in 2004 :
• France: 21%
• Spain: 13%
• Croatia: 8%
• Austria: 6%
• Germany: 6%
Situational analysis
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Percentage of Italian people living in the different Italian areas who went abroad in 2004:
• North-west of Italy: 36% • North-east of Italy: 26%• Centre of the country: 19%• South of the country and the islands: 19%
Percentage of Italian people living in the different Italian areas who went to Germany in 2004:
• North west of the country: 28% • North east of the country: 27%• Centre of the country: 13% • South of Italy and the islands: 32%
• There were 1,6 million trips from Italy to Germany in the year 2004: • 60% were holiday trips
Situational analysis
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The main German destinations of Italian people in 2004:
• 48% of the Italian tourists went to Germany by car in 2004
• 38% of the Italian tourists went to Germany by plane in 2004
• 10% of the Italian tourists went to Germany by bus in 2004
Situational analysis
121
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Age of Italian tourists who went to Germany in 2004: •The average age of Italian tourists who went to Germany in 2004 was 40,9•47% of them were men, 53% were women, 23% of them travelled with children under 15 years old
Relationship between Italy and Germany •The relationship between the two countries is positive, so there’s no reason that might prevent Italian people to travel to Germany.
How Italian people travelled abroad in 2004•53% of the Italian travellers prefer to travel without booking. In fact only the 15% of Italian travellers who went abroad in 2004 booked a trip via travel agency.
Situational analysis
122
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
SWOT - ITALY
STRENGHTS WEAKNESSES
Italians perceive Germany as a country of beautiful images
Sudden changes of the weather, unfriendliness of the people.
OPPURTUNITIES THREATS
the beauty of the country’s landscapes, the chance to visit old castles and museums, the chance to practice different sports.
Germany is an expensive holiday destination, compared to other places in Europe (e.g. Greece)
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Improve Italian point of view:
• To increse the awareness of Germany as a tourist destination within Italy
• Become more aware of Germany’s tourist potential: • discovering that the country is rich of museum, old
castles and Art & Culture:• Germany birthplace of Romanticism!• To increse travel by 15% in three years
Communication goals
124
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Strategy to increase the appeal of Germany
We have chosen three aspects to present the country in a new light point; in order to catch more attention.
These three aspects represent the country as a whole and have become the guidelines of our campaign
• Nature • Fun
• History
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Tv commercial on Germany as a holiday destination
• Advertising in 3 of the main newspapers
• Street posters in the main Italian cities (choice of 10 cities)
• Leaflets, brochure and posters with pictures of German landscapes put up at universities and highschools
Communication mediums used
126
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
How to promote Germany in Italy
• Stands promoting Germany during the most important Italian trade fairs
• Drama and fairy tale festival: this event will take place every year in Verona Anfiteatro romano (Arena di Verona) and will host the greatest theatrical companies of Germany and of Italy, which they will play their own works in a challenge. The best will be awarded. The winner will host the other country the following year …
• The game: sand buildings representing the most famous German monuments, the most beautiful will win a week-end in Germany or a ticket to watch a football match in Germany.
127
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
A great impact stand for exhibitions• Target: a great
chance for all the people interested in tourism.
128
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
L´arena di Verona
•A good chance to enjoy A good chance to enjoy German and Italian German and Italian theatrical workstheatrical works•Fairy tales for childrenFairy tales for children•TargetTarget•35 years old and over 35 years old and over •Children 6-10 years oldChildren 6-10 years old
Anfiteatro romano di Verona
129
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Enjoy in doing Sand castles !• A sand castle • Festival of sand-sculpture will
take place every year in Caorle (near Venice) in the last week of june and the first of july
Target: • young people: 18-30 years old• Prize-giving will be a Party on
the beach • The winner will spend a
weekend in Germany and take part in “Sandsation”, the German sand-sculpture festival which takes place in Berlin every year.
130
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• German stands should be present in one of the most important Italian tourist trade fairs at least once a year:
• “Tour.it tourist show”, will take place in Carrara in january; • “Skypass tourist & winter sports show”, it takes place in Modena in
october.• Drama & Fairy tale festival will take place once a year in Verona in
april.• Building sand monuments will take place during summer on the
beaches.
Time table
131
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Tv commercial and slogan: 3 doors…
What’s behind the first door?
A beautiful landscape
132
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The second door...What’s behind the second door ? Simply fun!
133
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The last door…What’s behind the last one? An enchanting castle
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Where is your ideal vacation hidden?
Well…
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
… if you don’t want to give up anything,
Come to Germany…
136
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
137
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• € 6,300,000/6= € 1,050,000 the money available for each country every year…
• A tv commercial may cost € 1,000,000, we can realise one for all the countries, translated in all the languages. We divide 1,000,000/6=€ 166,666
• Costs for Street posters: € 180,000 • Costs for advertising space: € 500,000 (10 ads) • Costs for leaflets and brochure: € 260,000 • Costs to rent a space in a trade fair: € 10,000• Total expence concerning Italy € 1,216,000
Budget
138
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Work with an Italian travel agencies and check via Internet to see how much the bookings have increased.
• after the first year the Pr campaign has taken place, to get a first feedback and to improve the strategy if necessary
• Check every year the number of bookings via Internet• Deliver a survey to the Italian agencies after the three-
year campaign • Deliver a survey to the Italian people to find out if their
perception of germany has improved after each year.
Culinary options particularly for vegetarians. (Indian vegetarians, primarily lacto-vegetarians, are estimated to make up more than 70% of the world's vegetarians. They make up 20 to 30% of the population in India, while occasional meat-eaters make up another 30%- Wikipedia)
OPPURTUNITY THREAT
Growing domestic economy of India with larger disposable income
Australia and Singapore and Scandinavian countries as alternate destinations
Fastest growing proportion of youth to total populationParadigm shift in spending habits of the common Indian
with overseas travel as the fast growing segment out of their perishable income.
Above mentioned countries are more aggressive in promoting their destinations to the Indian public.
Sprouting of Indian global companies looking to spread their wings to German locations
Cost effectiveness of current packages. They are relatively more expensive than competitors
SWOT
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team Activity 1:
SPORTS AND ADVENTURE CLUBS
Activity1
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2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Offer budget oriented packages to members of the clubs to hike/back pack around Germany
Possible adventure clubs in India:http://www.urbancookie.com/Life/adventure/clublist.html
• Tie up with ‘Mountain Dew’ with an ad campaign focusing on countryside sports activity.
• Get Adidas to sponsor events in order to promote and encourage football.
• Organize football events (similar example ATP for tennis) in all major cities where kids will be the target participant.
SPORTS AND ADVENTURE CLUBS
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• School level tournaments will be held.
• The final winning teams get to play against each other.
• Winning team gets to meet the German team members.
Or• Win Adidas gear.• This shall be aired on TV
channels like Star Sports.
SPORTS AND ADVENTURE CLUBS
145
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target group and Arguments:
• Adventure will appeal to all in the age group between 18 to 45 and create a younger picture of Germany.
• The idea is to promote a ‘fun’ feeling about Germany and Germans. It will bring about the many options in terms of sport and adventure which is coherent with the main theme of the global strategy.
Effect:• Though most Indians can afford to travel only at the
age of 25, the Adidas sponsored football event can work to bring a football into the minds of Indians at a young age and thus, work to inform.
• Overall, this can bring India in touch with “young Germany” and eliminate any bad impressions that have crept into the minds of Indians about Germany.
SPORTS AND ADVENTURE CLUBS
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1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Time: Starting from this year, it must be held every year.
Project Team AWARENESS BUILDING THROUGH PRINT/TV MEDIA
Activity 2
Activity 2
148
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Newspaper:A section on travel options andinteresting site sights can be included inthe Sunday edition of the major Indiannewspapers. Each month, the section can focuson the following countries:
Germany, Italy, Spain, U.S.A, UAE and South Africa• Sponsor journalists to Germany
– Give them incentives.– Show them Germany from a newer angle.
• The following facts about Germany might be considered for the above articles:
The festivals like the Oktoberfest, Christmas markets, Karnevals like
Alemannic Fasnet, the Kirchweih fair, the botanical exhibitions likeBundesgartenschau and the Berlinale Film Festival.
Awareness with Media
149
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Magazines: • snippets in major fashion magazines on specials event occurring in Germany, about festivals, culture fashion etc.
• Eg: Femina has onesection every monthdedicated to travel spotsworth visiting in the world. Germany should frequently appear in that section.
Awareness with Media
150
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Other magazines to be taken into consideration are as follows:
1. FE Business Traveller 2. Outlook Traveller (it should be noted here is,
in the March 2006 edition of this magazine, a feature story named ‘European Summer’ featured Paris, Italy, Stockholm and London and there was nothing on Germany.)
3. India Today Travel Plus 4. Jetwings International
Awareness with Media
151
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Television• Appoint an Indian celebrity as a brand ambassador for
promoting German tourism in the form of short promo films on Star Network Channels. Ex: Star Asia Travel. (Star Euro Travel).
• The campaign can be called “Guten Tag India!”• Tie up with National Geographic/ Discovery and Travel
and Living channels and air programmes on contemporary Germany and nature.
Awareness with Media
152
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target group and argument:• The target group here is large. • From students to working people and to the retired whoever
would like to explore travel options. • These articles can provide insight into the fun culture of
Germany as well the landscape and countryside of Germany.
Effect:• Most Indians, when asked about Germany, can only recollect
the Oktoberfest. Nothing much else comes to their minds. • Thus, information in major newspapers can strive to bring
modern Germany into perspective and position it as a multi-cultural interesting place.
• Besides, including information about Germany in in-flight magazines, Jetwings, will cater to a target that travels and thus might figure Germany in their minds as a possible travel option.
• Time: This is can start from right now.
Awareness with Media
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Activity 3:
CULINARY GERMANY
Activity 3
154
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
‘The way to a man’s heart is through his stomach’-people need to develop strong liking for German cuisine which will be an incentive for them to visit Germany.
• Magazines like Femina Seventeen Cosmopolitan
are some of the popular lifestyle magazines in India which have a section for recipes.
• Recipes of German delicacies can be included in this section.
Culinary Germany
155
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• The Goethe institute can hold a National German Food Festival in India.
• Stalls can be put up for different types of food from breads to potato dumplings.
• Stalls selling special recipes books of German cooking for all occasions could be set up.
These books could also contains the history behind the occasion, the specialty of the region in which it is made etc.
These bits of information can increase awareness of Germany indirectly.
Culinary Germany
156
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target groups and arguments• Most Indians are unaware of the culinary wonders of
Germany. • Below, are just some: • Potatoes, Selma and Sieglinde - the apples that grow in
the soil• Germany - a paradise for sausage lovers • 300 types of bread• Wines• Schnapps - a heavenly treat
Effect• Since Indians are used to spicy food, they assume thatGerman food is very bland and consists of limited options.This would bring home, German culture.
Culinary Germany
157
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Time• Anytime between October and January.
Sponsors• German Government• The above mentioned lifestyle magazine
• Local restaurants
Culinary Germany
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team Activity 4:
VALENTINE’S DAY
Activity 4
159
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Have German DJs come down to India and play at all the happening parties and discotheques on Valentine’s Day.
• A lucky draw is held and one lucky couple wins a trip to Germany for 4 days and attends the Love Parade.
• Target cities Mumbai Bangalore Kolkata Goa Delhi Madras
The target group 18 to 40 very high spirited youngsters
Valentines Day
160
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
The world looks to India as the next target for their tourism its rising economic status spending middle class
Youngsters are the future target and with this strategy, we hope to
introduce Germany to them, the way it is now and not from what theOlder Generation perceives it to be.
Effect • Youngsters and those who like to party a lot, among Indians, are normally well to do and can afford holidays abroad. There is also the “word of mouth” factor. Thus, this will bring about a curiosity about Germany and many more Indians might want to knowmore.
Time• February 14th every year.
Valentines Day
161
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Sponsors Bacardi
Wills lifestyle
Smirnoff
Valentines Day
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team Activity 5:
TIE-UP WITH BOLLYWOOD
Activity 5
163
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Tie up of German production houses with various Bollywood production.
• Position Germany as a place with natural beauty and scenic wonder.Must ensure that enough hype is made about Germany in the
promotion of the filmEvery actor should speak about their good experiences during
interviews.
The major Indian Production houses are as follows:• Yash/Rai films - http://www.yashrajfilms.com/• Rajshri Entertainment - http://www.rajshri.com/ • Neptune films -http://www.neptunefilms.com/• AVM Studios - http://www.avmindia.com/index.html• Dharma Productions - http://www.dharma-production.com/kkhh.htm• Mukta Arts - http://www.MuktaArts.com/
Tie up with Bollywood
164
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target group and argument• India has one of the biggest movie markets in the world. • Its potential for growth is estimated to exceed 25% from this year. • In 2005, 12 of the top Hindi films are believed to have grossed
above Rs. 250 million, 15 more than Rs. 200 million and less than 5 films have collected less than Rs. 5 million.
• The viewer ship of Hindi movies in the country is enormous ranging from poor families, to young college-going students to rich industrial families.
• Over the years, New Zealand, France, Nice, Australia, Singapore and Hong Kong have seen a rise in tourists from India as more and more Hindi movies are shot at their various national locations.
Tie up with Bollywood
165
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Effect• Beautiful location should appeal bring about curiosity and
a sense of desire to visit the place.• Movies and song sequences will make association
stronger.• Germany will be on the short list of must visit.
Time• This depends on the movies lined up for 2006-2009. • This information is best obtained from production
houses.
Tie up with Bollywood
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Activity 6:
TOUR PACKAGES
Activity 6
167
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Educate existing tour operators on the options available in Germanyand work out a way to fit in different places in Germany as part of alarger tour.• Offer operators incentives like complimentary promotional tours, retail products
like membership points etc.• Have many large Indian companies tie up with tour operators for“incentive tour packages” and conferences for employees withGermany in focus.
Target group and argument • Tour operators and company employees are thetarget. The common destinations found in most packagesincluded a handful like Cologne, Cathedral, Black Forest,Cuckoo Club and Heidelberg. Inclusion of new andinteresting places in Germany can bring about a lot moreawareness.
Tour packages
168
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Effect• Incentives and conferences can be an
opportunity to fuse business and leisure and can be purposeful for references particularly through word of mouth.
• Time: all seasons• Sponsor: German Government
Tour packages
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
HOSPITALITY SECTOR
Activity 7
Activity 7
170
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Competitive hotel rates with family/honeymoon discount packages inclusive of meals. The cuisine should be upgraded to cater to vegetarians with the same variety that is offered to non-vegetarians.
• Bed and Breakfast options should be promoted through websites magazines tour operators
Hosptality Sector
171
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Target group and target This could include Indians in the age group of 25+.
The common Indian traveler prioritizes his meals during a trip and would love options closer to his local cuisine.
Effect Indian travelers are very price sensitive.
If given a good deal which is promoted, the sheer volumes will work up wonders for the tourism in Germany.
Time: all season
Hosptality Sector
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Activity 8:
AIRLINES
Activity 8
173
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• Hold lucky draw and other contests where people can win one way free travel to Germany
• Attractive fairs for selective destinations(destinations which Germany wants to promote)
• Tie ups with hotels, offer free stay for one night
Targetgroup and argument• The airlines can hold contests on the basis of passenger tickets.• The airline publicizes special discounts to highlight places, which
are not frequently visited. This is to target trekkers and people looking for some peace and quiet.
• People who win free stay at hotels will be encouraged to spend more time in Germany.
Airplanes
174
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Effect• A person who gets to go on a one-way free trip will most probably
want to book two or more tickets. Once, a person gets free tickets for two,he has a reason to go to Germany even if its not on the cards.
• The purpose of attracting people for the scenic beauty will be solved with the special packages. When people are searching for such destinations they can work out on German destinations.
Time• Off seasons because it will be economical and tourist influx is
maintained throughout the year.• For landscapes according to the seasonSponsors• Ideally airlines• For free stay the hotels can bear a part of the expense• The German government
Airplanes
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team Activity 9:
CORPORATE AND DIPLOMAT LIAISON
Activity 9
176
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• The top German companies can invite executives from India for conferences
• Delegates’ visits must be publicized
Targetgroup and argument• The corporate executives will get a taste of Germany and will
encourage visits from their experiences • Political negotiations will be in news and it will help to increase
Germany’s recognition• When people will learn about any policy relaxation they will give a
thought to visit Germany
Sponsors• The corporate houses can offer to sponsor the stay • No sponsorship required for publicity of political meets
Corporate and diplomat liasion
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
BUDGET
Budget
1. Roping in celebrity to endorse Germany –euro 517158.02
2. Television space on Star Network – euro 344770.02
3. Free packages to promote Germany to 10 tour operators: euro 34477.20
TOTAL BUDGET per year: Euro 930884.44
178
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
EVALUATION Conduct surveys after airing the Guten Tag ads. Contact Tour Operators to constantly monitor the market. Get feedback about those who traveled to Germany. German National Tourism Board surveys to find out the number of
Indians traveling to Germany in 2006 as compared to 2005. TRP ratings of programmes aired on Dicovery/National Geographic
and Travel and Living. Feedback from those who win competitions and get free trips to
Germany. Air traffic increase or decrease to be monitored for each year. Records of number of Indians staying in various hotels/ the number
of nights stayed and average spent. A feedback form at each major hotel that can be submitted to the
German National Tourism Board for assessment.
Evaluation
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Goals and Implementation Strategy
12.5USA
180
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
STRENGHTS WEAKNESSES
Very recognizable name
Easily associated with world war II/Nazis.
World Cup, American Friendly (many people speak English
Uptight reputation in the US,
Historic castles, country side, also has urban area, women in politics/gender equality
airfare is more expensive than to other countries in Europe,
OPPURTUNITIES THREATS
Market towards the youth who haven’t developed opinions about Germany yet, diverse activities
Could fall into general “Euro” culture, where other countries may be preferred because of cheaper cost, other countries have luxury cruises, but Germany cannot because they are landlocked.
SWOT
181
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Situational Analysis• The biggest issue to overcome in America will be the image of the Americans
concerning Germany.
• There are roughly 27,351,000 million Americans residents who travel overseas destinations every year.
• On average, Americans spend roughly $2,529 per person on an international leisure vacation and $4,170 per person on a business vacation.
• 40% of American International travelers choose travel to Western Europe
• 6 % of leisure travelers and 9% of Business travelers choose Germany as a destination
• 4,321,385 Americans stayed overnight in Germany in 2004
182
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Situational Analysis (cont)Activities America enjoy during vacations:• Dining in Restaurants • Shopping• Visit Historical Places • Visit Small Towns/Villages • Sightseeing in Cities • Touring the Countryside • Cultural Heritage Sights • Art Gallery, Museum • Water Sports/Sunbathing • Nightclub/ Dancing• Guided Tours • Concert, Play, Musical • Ethnic Heritage Sites
183
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Implementation Strategy• Easiest way to promote Germany in America is
to use movies and TV; this is a the main communication mediums in USA.
• We need to have more films shot in Germany.• While this method may be expensive, it can be
achieved by giving tax breaks to film companies, especially young film makers who are on strict budgets.
184
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• If USA produces more movies in Germany; audiences will be able to see the landscapes and cultural aspects of Germany on movies
• Tourists will become interested in Germany and want to visit the beautiful landscapes viewed in the movies and will yearn to experience the cultures and activities
• Increasing the awareness of German’s natural beauty and history
185
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Campaign-Cruise• Travel agents in USA will advertise via
brochures and pamphlets.• Promotion of a European cruise that drops off
inbound tourists and arranges a tour similar to the global tour that visits at least 5 federal states of Germany and allows tourists to truly experience Germany.
• Tourists will get two days per federal state to go sightseeing and shopping.
• The cruise will go to Germany and individuals can either go on the tour of the federal states or on a cannel boat on the Rhine.
186
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
• The target group for the cruise will primarily be of the age group (25-40) as well as there children
• Therefore promoting the cruise as a family vacation.
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Goals and Implementation Strategy
12. 6 UAE
188
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Sponsors• German Tourism Department • Marketing office from the Agriculture Association in
Germany • Local sponsors from wine branch: Bischöfliche
Weingüter Trier Germany (wine), Hermann Joerss Hamburg (wine)
• Local hotels in other countries • Wine industry giants in respective countries• Respective governments.
189
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Tourists
• UAE respondents visit Europe for vacations, but rarely pick Germany as a destination.
• The main reasons that UAE residents travel to Germany is medical, then comes family vacations and lastly business reasons.
• Individuals who travel for business purposes are statistically less than those who travel for pleasure.
190
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
STRATEGY• We will be applying Pareto’s principle of 80/20 rule,
where 20% of the market makes 80% of the profit, which is why we will cater to that small segment.
• We will concentrate on tradeshows in the UAE for German industries, which will be carefully selected. We will have to do that in the exhibition halls of the world trade center in Dubai.
• Our tactic with the UAE would be seducing those who visit for business and have them revisit Germany with family and recommend others to do so.
191
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
STRATEGY cont..• We will be using direct marketing to send
calendars of trade events and manage relationship with prospects. That’s been arranged by AUMA: German Trade Fair-Forum.
• We will be outsourcing the service of database management and direct marketing. The company that we will use is called Wunderman.
• Wunderman caught our attention by winning the gold award for the category of direct marketing in the UAE. This way we will keep our prospects posted and gain their trust faster.
192
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Strategy
• In the trade shows that will be taking place in the world trade center in Dubai, there is going to be also an exhibition related to education and another on travel.
193
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Strategy cont...• Having students who are interested in continuing their education in
Germany to ask about the universities and collect applications. • There will be others who would have the applications in the high
school councilor’s office. We will be getting to them by having to go through the ministry of education. Have them recognize Germany’s an excellent choice to send students for scholarships we sure that it will be continually beneficial to the country’s tourism and its equity towards the UAE market.
• There will also be programs to be suggested in certain colleges; let’s say there will be application for the school of architecture and design to visit Germany’s museums and monuments.
194
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
Campaign
• Catering to business segment in to finding out the benefits in the German industry.
• Educational purposes from universities to internships.• Having a direct flight to Berlin from Dubai. (The Etihad
Airways of Abu Dhabi already has it.)• Travel packages arranged to get the best out of
Germany.• Insightful media sources to supplement for travel
packages and let the market know about the advantages of their visit.
• Our activities would be run by the German Embassy and Consulate as much as the necessary authorities of the UAE.
195
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
German Trade Fair Forum organizes tradeshows.
Partners
196
1 Introduction
2 Germany
3 SWOT
4 Goals
5stake-holderder
6 Global strategy
7 sponsor
8 global tactic
9.shedule
10 evaluation
11budget
12 country strategy:
12.1Spain
12.2South Africa
12.3 Italy
12.4 India
12.5 USA
12.6 UAE
Project Team
FUN, HISTORY, NATURE: take the cultural umbrella and have the next holiday in Germany!
