Focus on Demarrage Project. NECC/NC Meeting Arnhem 2017
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1 Focus on Demarrage Project NECC/NC Meeting Arnhem 2017
2 EuroVelo 15 Rhine Cycle Route
3 EuroVelo 15 Rhine Cycle Route January December 2016 Over 700,000 page views 20% EuroVelo.com
4 EuroVelo 15 Rhine Cycle Route
5 EuroVelo 15 Rhine Cycle Route
6 EuroVelo 15 Rhine Cycle Route Over 2,000 EuroVelo maps distributed. Over 1,500 EuroVelo 15 Rhine Cycle Route overview map distributed. Over 300 EuroVelo 15 Rhine Cycle Route repair kits (givewaways) including promotinal information distributed. 6
7 EuroVelo 15 Rhine Cycle Route
8 EuroVelo 15 Rhine Cycle Route
9 EuroVelo 15 Rhine Cycle Route The European Cyclists Federation gratefully aknowledge the finacial support to the LTMA by the Demarrage partners: Stichting Landelijk Fietsplatform Nordrhein-Westfalen Rheinland-Pfalz, Baden-Württemberg Stiftung Schweiz Mobil Conseil Géneral du Bas-Rhin
10 EuroVelo Communication Strategy NECC/NC Meeting Arnhem 2017
11 EuroVelo Communication Strategy: Introduction Communication is a core EVMT activity Informing: cycling tourists, members and policy environment Internal and external communication Clear common vision of the project
12 EuroVelo Communication Strategy
13 EuroVelo Communication Strategy: SWOT STRENGHTS Multilingual and -cultural team and capacities in the ECF Information/resources available through member organisations Increased recognition of the importance and benefits of cycling tourism in general A generally good image of EuroVelo (cf. Evaluation 2015) EuroVelo is a success story Clear design (corporate design manual) High reactivity and flexibility OPPORTUNITIES EuroVelo as tourist product and a means to advocacy, The diversity of organisations and in infrastructure can Good examples can be shared and spread through the network. Incomes and cooperations with private sector : new incomes A professionalized NECC/C system can cover a quality partner structure The development of cycling tourism in countries of Eastern and Southern Europe Becoming the gateway to cycling tourism in Europe from a non-european perspective WEAKNESSES No clear communication strategy yet Incoherence on various issues: Differences in EuroVelo online communication (different route statuses and developments on.com) Seasonality (varying weather suitability for cycling in Northern and Southern Europe) Limited access to local and regional information of the routes (changes, local events and other related news) Low ECF budget (no money for pictures, videos etc.) Limitations of the website THREATS Confusions between two different EuroVelo websites Confusions about the role EuroVelo plays (ex. builder of infrastructure, travel agency etc.) Growing EU-skepticism Victim of own success: No growth of NECCs limiting the success Website service provider risks, dependence on these tools lack of digitalization
14 EuroVelo Communication Strategy: The Brand
15 EuroVelo Communication Strategy: Goals EuroVelo Strategy Increase the awareness about the existence of the EuroVelo network Increase the profile (vision, identity) of EuroVelo as European Cycle Route network: become the first reference regarding cycling in Europe : dynamic, future-oriented, successful and diverse Increase the awareness about the importance of cycling tourism and cycling Increase the knowledge about cycling tourism in Europe Change the perceptions and behaviours to get more people cycling more often
16 EuroVelo Communication Strategy: Principles Subsidiarity Simplicity Interactivity Positivity Diversity
17 EuroVelo Communication Strategy: Messages
18 EuroVelo Communication Strategy
19 EuroVelo Communication Strategy: Available on Contact us:
20 EuroVelo IT Strategy NECC/NC Meeting Arnhem 2017
21
22 First transnational EuroVelo app EuroVelo 13 App Marketing and promotional tool First official transnational EuroVelo app Launched in Spring 2017 Includes a rewarding system and connection to social media Links to further information at a national / regional level. Automatic updates from the web / Easy to replicate for other routes
23 EuroVelo web site developments
24 EuroVelo web site developments
25 EuroVelo.org
26 EuroVelo.org: Database
27 Mapping: online and offline
28 Summary: EuroVelo.com All routes websites (including maps) EuroVelo 15, EuroVelo 13, EuroVelo 8 and EuroVelo 6 (including maps) EuroVelo Apps EuroVelo 13. Available. EuroVelo 5. Under development. EuroVelo 1, EuroVelo 8 Coming soon. EuroVelo.org Database EuroVelo ECS App EuroVelo Overview Map
29 Integral EuroVelo IT Solution Objective: Offer better, more accurate and quality information to the final user Improve partners experience (EVMT, NECC/Cs, EuroVelo Route Inspectors, etc.) Minimize labor costs (improved efficiency, avoid duplication of work, etc.) EU Funded projects: EuroVelo 8, EuroVelo 10 and others Implementation: Budget: 100, ,000 Euro 29
30 Integral EuroVelo IT Solution 30
31 Integral EuroVelo IT Solution Next steps: March 2017: Consultation on an Integral EuroVelo IT Solution June September 2017: Publication of a Call for Tenders Winter 2017: Implementation 31
32 Integral EuroVelo IT Solution Questions? 32
33 EuroVelo Commercial Developments NECC/NC Meeting Arnhem 2017
34 EuroVelo Commercial Opportunities 1. Background Policy New EuroVelo Map 2. Bookable Offers 3. Advertisement 34
35 Background Objective: To support the central coordination of the EuroVelo network.
36 Background: New EuroVelo Overview Map
37 Background: statistics
38 Background: statistics
39 EuroVelo Media Pack 1. Bookable Offers 2. Advertisement 39
40 Bookable Offers on EuroVelo.com
41 Bookable Offers on EuroVelo.com
42 Bookable Offers on EuroVelo.com
43 Bookable Offers on EuroVelo.com
44 Advertising opportunities on EuroVelo.com It is possible to add an advert to on EuroVelo.com. There are two different options a rotating box on the home page or a skyscraper banner
45 Advertising opportunities on EuroVelo.com
46 Benefits for our NECC/Cs Cooperation: NECC/Cs are informed of any proposal received. ECF does not proceed without NECC/Cs approval Opportunity: NECC/Cs are entitled up to a 20% of the income for Advertisement and insertion on Bookable Offers on EuroVelo.com 46
47 Commercial opportunities: EuroVelo Media Pack available on: More information: 47
48 Thank you very much! Jesus Freire
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