Start-up meeting Brussels

Transcription

1 Work on the implementation of the EU-Ecolabel, marketing Lot 8 services Ernst Leitner / Rainer Stifter / Stefan Tauchhammer Start-up meeting Brussels 15/1/2007 ENERGON

2 Introduction

3 Introduction Our team consists of Ernst Leitner, G&L (Coord., AT), Stefan Tauchhammer, G&L (AT) Rainer Stifter, Energon Vienna (AT) Dagmar Diwok, ACTA in Milan (IT) Maria Menounou, Speed, Athens (GR) Vilma Eri, CES (HU) Monika Pribylova, ENVIROS (CZ) Bianca Hellriegel, Ecocamping (DE) Ana Moreno Avana, Pro Sustainability (ES)

4 Since 1996 Marketing since 1996 tourism, environment EU Ecolabel for tourism since 2003 Austrian Ecolabel (tourism, prod.) since 1999 Several EU Ecolabel projects: LIFE, Leonardo Other internat. Projects in SLO, SK, RU, BU

5 ENERGON Since 2001 Energy consulting EU Ecolabel for tourism since 2004 Austrian Ecolabel (products) since 1999 Several international Leonardo da Vinci projects (EMAS/ISO 14001, Energy for SME, Waste Mgmt, Train-to-Ecolabel) EBRD,DG ENVIRONMENT, INDUSTRY

6 Hotel Jolie - Riccione Programme / Agenda

7 Morning Programme (break ) Welcome, introductions all partners Framework, objektives, approach Ernst Tasks / Deliverables, timetable Rainer Current Status. Information tools, web-site Stefan Fairs Ernst EU-wide activities (hotel chains, TO s) Implementation in target countries. All partners - Germany (Camp sites-bianca; Garmisch-Dagmar) - Italy (follow up-dagmar, Sardina-Rainer; Alto Adige-Ernst) - Czech Republic, Slovak Republic (Monika) - Hungary (Vilma) - Greece (Maria) - Austria () - Spain (Ana, Rainer) Discussion of experiences in acquisition and argumentations.. All partners

8 Afternoon Programme Presentation project framework, proposal (deliverables, targets) Tools, Website Stefan ITB Ernst Country presentations All partners EU-wide activities Acquisition approach, argumentations All partners Experience in the implementation of acquisition, criteria All partners Synergies & communication, administration All partners Open questions

9 Meeting expectations Find a clear strategy for our implementation activities Check and fix the targets Confirm the target areas and country strategies fixed: IT, GE, GR, CZ, HU, AT, ES, SK in discussion: Latvia, Ireland, Romania, Slovenia

10 Hotel Jardim - Madeira Terms of Reference

11 Terms of Reference - Basics Marketing activities for TAs and CS Covering at least 9 members (2 new MS) Meetings with relevant companies Advice and information for applicants Attract new applicants and increase the visibility of the EU Ecolabel in the EU-27.

12 Terms of Reference - Tasks Get an in-depth knowledge of the situation Developing a cost effective and flexible marketing strategy in close contact to CBs Active participation at fairs, meetings, confer. pilot projects, workshops, media relations, distr. of promotional materials Monitoring and reporting, EC-meetings

13 Following our proposal Hotel Les Orangeries, France Objectives, Approach

14 The main objectives National activities Pilot-acquisition and find 25 services Support CBs in targeted areas Meeting with main stakeholders Press-activities EU-wide activities Acquisition strategy for chains, hotel groups Tour operators communication Get the Ecolabel visible at main fairs

15 The approach Identify potential applicants Basic research on TAs, CS in suitable regions Enforce targeted acquisition Start communication to identied companies Basic assist in application process Support to companies to match the criteria Develop best practice examples Find first movers in some countries (SK ) Best practice in identified regions

16 Deliverables

17 Deliverables 2007 Identify interested parties Development of a marketing plan Development of information tools Web-site Information brochures (2,000) Powerpoint presentations 5 Roll-ups 300 Starter-CD s for acquisition Where to stay poster combo

18 Deliverables 2007 Acquisition of chains (hotel, camping) Acquisition of tour operators, associations, federations Presentations at relevant fairs and events Cross Marketing Strategy Networking Press Relations Commissions meetings and reportings Pilot acquisition in targeted areas

19 Timetable

20 The final output Country Responsible TA/CS Acquisition tasks Italy Acta/Energon/G&L 5 Follow up Trentino, Destination approach Sardinia, Alto Adige Greece Speed 3 Follow up Rhodes, destination approach Crete Germany Ecocamping 5 Penetration approach Austria 5 Follow up Salzburg, destination approach Upper Austria, Styria Spain Pro Sustain./Energon 3 Follow up and penetration Valencia Czech Republic Enviros 2 Follow up and destination approach Beskides Slovak Republic Enviros 1 Find first mover, destination approach Visoky Tatry Hungary CES 1 Follow up and penetration approach Latvia Energon/G&L Workshop and free consultancy for three interested companies Ireland Energon/G&L Workshop and free consultancy for three interested companies Total 25

21 Camping Mexiko, Bodensee Information Tools

22 Development of information tools

23 The Website

24 The Website Tasks of the website: Support for our marketing keep stakeholders informed Inform potential new applicants Showing continuous work in progress Perform as download centre for press, guests and applicants

25 The Website General information:

26 The Website General information:

27 The Website We need from you: Success stories / fairs and events

28 The Website The download-centre

29 The Eco-label brochures 8 languages available: Czech, English, German, Greek, Hungarian, French, Spanish, Italian

30 The Ecolabel brochures Purpose: Overall information to potential applicants Content should cover TA and CS to do 1: to be translated by CB into Latvian, Romanian, Slovakian to do 2: Print 1,000 ES, 100 LT, 100 RO, 100 SK other (EN): to be printed by EC?

31 The Eco-label Fact Sheet Languages available: English, French, German, Greek, Spanish, Italian others

32 3 Languages available: German, English, Italian NEW: Where-to-stay poster combo TA, CS Format: A1 recto: postersujet verso: list of hotels

33 NEW: Where-to-stay poster combo Two purposes: a) Inform guests on all ecolabelled accommodations in Europe, b) bring the Flower into the households beautiful poster combo shall be applied on the walls by future guests to do: 1,500 EN, DE, IT to be printed for Tourism and CS (3 lang.), G&L, available for ITB Berlin (March)

34 The PowerPoint presentation 5 Languages available: English, German, Greek, Spanish, Italian

35 The PowerPoint presentation Purpose: Tool for CBs and partners to provide precise information for presentations to do: Translate into Latvian, Romanian, Slovakian by CB

36 Roll-ups Purpose: Info-tool to present Ecolabel visually Used for presentations at meetings (fairs...) and photo shootings (press, events). to do: Produce 5 items (GE, ES, GR, CZ and EN)

37 The Starter-CD A CD-ROM containing application material to assist partners to do: 300 (250 TAs, 50 CS) In English Available in March

38 The Starter-CD Purpose: Provide comprehensive information to potential applicants during workshops Content: Brochure, fact sheet, application pack, verification pack, Flower News, editorial letter

39 The Starter-CD for Competent Bodies to do: produce 50 extra CDs for all CBs, including Shmile marketing folder

40 ITB Berlin 2006 Activities at fairs

41 Activities at fairs Scheduled fairs Tourist accommodation services: ITB Berlin, Germany (Stand at all days) Reisepavillon Hannover (just to distribute info brochures, no stand) Camp site services: Campground Friedrichshafen (participation at stand from Ecocamping) Reisemesse Essen (participation at stand from Ecocamping) Caravansalon Düsseldorf (participation at stand from Ecocamping) Already taken place Ferienmesse Vienna, January 2007 Combined presentation with Austrian Eco-label

42 Hosted stand ITB Berlin 5 days quiz game (free holidays) in exchange for presentation, promoted by 2 promoters Mrs. Eva Haas (Ecotrans) and Mr. Stefan Tauchhammer (G&L Vienna) at the stand acquisition activities Presentation of One hundred awards celebration

43 Sepp Kolbitsch (Alpencamp) with Athina Koutroumani Implementation in target countries

44 Presentations Italy (Dagmar, Rainer, Ernst) Greece (Maria, ) Germany (Bianca, Dagmar) Austria () Czech Republic, Slovak Republic (Monika) Hungary (Vilma) Spain (Ana, Rainer) Latvia, Ireland ()

45 EU-wide activities

46 EU-wide activities Acquisition of hotel chains (head offices) 5 presentation meetings Acquisition of tour operators 5 presentation meetings Cross-marketing (products, ) Networking (CB contacts)

47 Argumentation

48 SWOT-Analysis Strengths of the EU Eco-label: High reputation: strong and reliable criteria, ELTAS is a standard for environmental protection in TAs Positive cost-benefit ratio: it discover ecological and economic weaknesses, e.g. monthly energycontrolling brings 5,000 /a and 30,000 kg CO 2 (4-star hotel in Germany, 88 rooms, 31 apartements) Weaknesses of the EU Eco-label: Low recognition: the trademark is still unknown at many stakeholders and tourist businesses High fee: the fee for accommodations with high overnight stays (high sales volumes) is very high, problem also for hotel chains

49 Hotel Jardim Atlantico, Madeira Experiences

50 Current situation and news EU Eco-label implementation barriers Competent Bodies small budget, small capacities Harmonize national ecolabels! Low level of recognition (plus: flower campaign 2004!) High fees for accom. with high number of overnight stays (in large hotels, chains)!!

51 Implementation practice Energy long term contracts 22% Renewables not fair Window insulation high investments Water flow from taps and showers lowering pressure or investments Urinal flushing investments for large restaurants/hotels Changing sheets and towels psychological barrier for guests

52 Implementation practice Waste water plan not applicable Disinfectants no knowledge about legal requirements Energy and water consumption data time consuming activity & no measurements available Optional criteria hard to achieve if no restaurant service is offered

53 Implementation practice Insulation older buildings data not available Bioclimatic architecture older buildings can t change it Automatic switching off lights older buildings can t change it Water consumption for dish washer & washing machine for household equipment

54 Implementation practice Mechanical cleaning practice shows short payback period Durable goods only achievable on the long term

55 Summary Not all criteria are relevant and compliance is country specific fair Problem with application and annual fees Practice shows that high quality organisations are ecolabel-fit