INTERNATIONAL PROMOTIONBOOTCAMP 25/10/17 – KATRIEN DEJONGHE
INTERNATIONAL FLANDERS
CONTEXT VISITFLANDERS
DESTINATION PROMOTION
DESTINATIONDEVELOPMENT
HOLIDAY PARTICIPATION
CORE TASKS
VISITFLANDERS Department Foreign AffairsFlanders Investment
& Trade (FIT)
QualityFinancial supportProduct Management
MICEContent & conversationInternational markets
STAFF VISITFLANDERS
205 people
STAFF HEADQUARTERS
STAFF FOREIGN OFFICES
BRUSSELS
OFFICES ABROAD
VISITFLANDERS has an extensive international network with offices abroad, regional management en rep offices.
We are active in different markets:
United States & Canada
Russia
Asia
Australia & New-Zealand
Brazil
United Kingdom & Ireland
France
SpainItaly
Central-Europe
Germany
Scandinavia
Netherlands
MARKETING STRATEGY 2016-2020
BRAND
‘FLANDERS’EXPERIENCES TARGET AUDIENCE
TARGET MARKETSSUSTAINABLE
TOURISM
1 2 3
4 5
GREEN LIGHT thanks to
- A good business plan
- Full support of your project coaches- Potential for international promotion- (part of an) Experience
- In the execution we will constantly challenge you to look through the eyes of your visitor and his experience
- TOP experience- TOP quality
- Multilingual
PAINTINGS 15th - 17th century, Rubens, Brueghel and the Flemish Primitives (van Eyck)
2018 - 2020: the momentum to travel to Flanders in the context of the Flemish Masters
Cross-overs to heritage, art and other forms of product lines Visit Flanders
Flanders, a unique setting to experience this art icons and their painting
TELLING NEW STORIES
MARKETING STRATEGY 2016-2020CONCEPT FLEMISH MASTERS
PROJECT
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INTEGRATED COMMUNICATION
LEVERAGE PROJECTS
LEVERAGE PROJECT
TIMELINE
2 yearsbefore
opening –trade
activation
1 yearbefore
opening –press
activation
Factsheet Story PromoplanActionplansper country
Execution
• Long term
• Short term
INTERNATIONAL PROMOTION – 1 YEAR BEFORE OPENING
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INTERNATIONAL PROMOTION – MONTHS BEFORE OPENING
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INTERNATIONAL PROMOTION – 1 WEEK BEFORE OPENING
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INTERNATIONAL PROMOTION – TOGETHER
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QUESTIONS?