GENERAL INFORMATION JUNE European Fortress Tourism and Fortress Marketing Network e.v. Albertinenstraße 1

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1 GENERAL INFORMATION JUNE 2017 European Fortress Tourism and Fortress Marketing Network e.v. Albertinenstraße 1 Tel.: 0049 (0) 30/ D Berlin Mail: office@forts-2-market.net Web:

2 1 "ARCHITECTURA MILITARIS" CULTURAL HERITAGE WITH SPECIAL TOURISTIC POTENTIAL Fortified monuments have a big touristic-economical potential, but until today only a few benefit from this. Many fortified monuments already present very diverse and very interesting leisure and tourism offers, a presentable world of experience for the needs of a modern society. On the touristic market, only the towers are visible though. "Towers" like Hohensalzburg, the castle hill in Budapest with the fishermen bastion or fortified cities like Krakow or Verona, which all belong to the World Cultural Heritage. Up to 80% of the fortified monuments of Europe are less famous, are not present on the touristic market and suffer from chronic underfunding, weigh on the communal budgets and almost have no source of income. A host of volunteering enthusiast and sponsors cares for, preserves and uses this special cultural heritage connected with European history. They operate in single fortresses, fortress systems, fortified castles, palaces and sacral buildings, in fortified farms or along defence lines. In order to give the rich architectura militaris from the Roman times until the end of the Cold War an appropriate position in the growing touristic market, to generate important revenues via fortress tourism and fortress marketing to preserve and use this cultural heritage, new ways were provided. The federation ECCOFORT, the European Cooperation Centre for the Cultural Heritage Fortified Monuments, Berlin, initiated a great transnational cooperation project with 13 partners from 8 Central European countries. Sponsored by the European Union they laid the groundwork between 2012 and 2014 for a new quality of international fortress tourism, created a touristic brand for the fortress tourism for the first time, developed new marketing instruments for fortresses and founded an European Fortress Network The reader of this information are very welcome to take part in our internationally growing initiative, to benefit from fortress tourism and fortress marketing as well as from the international and regional cooperation. Dirk Röder Board of Marketing ECCOFORT European Cooperation Centre for Fortified Monuments e.v. forte cultura - information_en_ docx 2

3 Content 1 "ARCHITECTURA MILITARIS" CULTURAL HERITAGE WITH SPECIAL TOURISTIC POTENTIAL NEW STRUCTURES FOR FORTRESS TOURISM AND FORTRESS MARKETING European Cultural Route Fortified Monuments "FORTE CULTURA" European Fortress Tourism and Tourism Marketing Network e.v ECCOFORT e. V. European Cooperation Centre for Fortified Cultural Heritage FORTE CULTURA A CULTURE ROUTE FOR THE EUROPEAN FORTIFIED MONUMENTS Touristic conditioning of Cultura Heritage Fortified Monuments Researches about the stock of Cultural Heritage Fortresses in Europe TRAVEL WORLD to the Cultural Heritage Fortified Monuments along the Culture Route FORTE CULTURA WORLD OF EXPERIENCE as travel content Target groups for fortress tourism Development of travel recommendations EFFECTIVE MARKETING FOR THE CULTURE ROUTE AND THE FORTIFIED MONUMENTS Marketing strategy for the tourism product European Culture Route Fortified Monuments "FORTE CULTURA" Marketing goals for the Culture Route Target area of international Culture Route marketing Brand building and logo FORTE CULTURA Regional marketing cluster Marketing instruments and products for the Culture Route Medium-term marketing program for the Culture Route Marketing strategies for fortified monuments and their touristic offers Special marketing instruments for fortified monuments EFFECTS OF THE CULTURE ROUTE AND OF FORTRESS MARKETING Sustainable impact on the preservation, management and financing of the Cultural Heritage Fortified Monuments Special effects for institutions and associations Effects for tourism economy MEMBERSHIP IN EUROPEAN FORTRESS TOURISM AND FORTRESS MARKETING NETWORK TO MOBILISE EFFECTS FURTHER DEVELOPMENT GOALS forte cultura - information_en_ docx 3

4 2 NEW STRUCTURES FOR FORTRESS TOURISM AND FORTRESS MARKETING With a transnational cooperation the establishment of new parameters for the preservation, touristic use and economic consolidation of the Cultural Heritage Fortified Monuments began in This includes the cultural route and the responsible management organisation. 2.1 European Cultural Route Fortified Monuments "FORTE CULTURA" New product group and uniform, protected touristic trademark for the European fortress tourism, in the segments of cultural and active tourism. Office: ECCOFORT e.v., Albertinenstr. 1, Berlin office@forte-cultura.eu, (tourism portal) FORTE CULTURA is a registered trademark subject to European rights FORTE CULTURA is a specialized tourism product for fortified monuments, supported by the European Union 2012 until 2014 FORTE CULTURA is in the implementation process, borne by the European Fortress Tourism and Fortress Marketing Network e. V. Participants in the European funded project "FORTE CULTURA" at the network conference on the Hohensalzburg (AT), June 2013: Fortresses / fortified cities Fortress Hohensalzburg (AT) Fortress Kufstein (AT) Fortified castle Tratzberg (AT) Fortified Ideal City Josefov (CZ) Fortified city Kronach (DE) Fortress Königstein (DE) Fortress Komarom (HU) Fortified region Verona (IT) Fortified city Kostrzyn (PL) Organisations / Institutes Austrian State Archives (War Archive) Vienna (AT) ECCOFORT- European Cooperation Centre for Fortified Heritage (DE) Humboldt University at Berlin (DE) Hungarian Tourism Agency (HU) National Fortress Association Italy (IT) European Institute of Cultural Routes (LUX) Institute for the Protection Cultural Heritage of Slovenia (SLV) forte cultura - information_en_ docx 4

5 2.2 European Fortress Tourism and Tourism Marketing Network e.v. European Network of fortresses, fortress organizations, institutes, communes and experts, for the development of the European Culture Route of Fortified Monuments FORTE CULTURA, for the international marketing of the culture route and the marketing of fortified monuments. Office: ECCOFORT e. V., Albertinenstr. 1, Berlin is a registered trademark subject to German rights and non-governmental organization is directed by an international board, recently from DE, HU, PL is a result of the EU funded project "FORTE CULTURA" 2012 until 2014 "FORTS-2-MARKET" describes the goal to raise the European fortress tourism and the international fortress marketing to a new quality level. Tourism is to generate new incomes for the preservation and use of the Cultural Heritage Fortified Monuments. Statutory purpose is the preservation, cultural touristic use and presentation of European Cultural Heritage Fortified Monuments and the transnational cooperation in exploration and transfer of knowledge as part of the European integration. The membership in the network is a requirement to participate in the European Culture Route of Fortified Monuments FORTE CULTURA. 2.3 ECCOFORT e. V. European Cooperation Centre for Fortified Cultural Heritage Association to promote fortress cooperation, explore, preserve and tourist use the Cultural Heritage Fortified Monuments, to initiate cooperation projects and to offer expert service for fortress actors. Office: ECCOFORT e.v., Albertinenstr. 1, Berlin office@eccofort.eu, Is a registered association subject to German right and a non-governmental organization Is the initiator, developer, applicant and manager of the EU project Forte Cultura Offers consulting and services for fortified monuments Practices research and project development for the Cultural Heritage Fortified Monuments. forte cultura - information_en_ docx 5

6 3 FORTE CULTURA A CULTURE ROUTE FOR THE EUROPEAN FORTIFIED MONUMENTS Cultural Heritage World of Experience Travel Pleasure The European Culture Route -FORTE CULTURAprovides a special touristic product for fortress tourism for fortified monuments for the first time. It presents the unique architecture and the very diverse touristic offers of the fortified monuments under a unified brand. FORTE CULTURA informs the contestant tourism market about European fortified architecture as a Cultural Heritage about its rich world of experience for several target groups about travel offers for culture and active tourists. FORTE CULTURA creates basic knowledge and a new understanding of the thrilling WORLD OF FOR- TRESSES for all market participants, presents the offered WORLD OF EXPERIENCE and develops an interesting TRAVEL WORLD. forte cultura - information_en_ docx 6

7 3.1 Touristic conditioning of Cultura Heritage Fortified Monuments The "architectura miltaris" defines an ancient architecture to protect the humans, their goods and their living spaces; an extraordinary cultural heritage from several thousand years of European history. But for tourists it is not conditioned. Independently from a scientific, architectural or time historic categorisation, FORTE CULTURA undertakes a typecast catchy and customized for the tourism market in the following epochs. I. HISTORICAL FORTIFICATION symbol term characteristics examples Epoch until 500 AD (Roman times) Defence line Roman military camp, Castrum Epoch 500 until 1500 (Middle Ages) Medieval fortified monument Medieval fortified city Epoch 1500 until 1900 (Modern Times) Single fortress Fortified Ideal City Fortified City Major fortification systems Citadel Fortified palace Fortified castle Fortified sacred building Defence line Widely-stretched defence work to secure huge areas as border grounds, line fortresses or territory fortress regular geometric array of a military camp with all contemporary protection facilities for military and service residents Medieval fortified castle / medieval palace with walls, ramparts, ditches, towers without fortification elements against artillery A city surrounded with medieval fortifications, mostly city walls with gates and defence towers Stand-alone military defence building, mostly consisting of military function buildings, ramparts, ditches, bastions and platforms of the gun emplacement Military city planned by military architects and engineers with star formed or chequered geometry of the streets and the surrounding fortifications A city surrounded by new-age fortifications in irregular geometry Central fortress with a circular aligned chain of upstream fortifications such as single forts or batteries for the protection of cities and places for arms An independent, often geometrically with 4 or 5 bastions and a particularly well-developed part of a fortified city; the last refuge for defenders. A residential castle equipped with fortification elements to protect against attackers or as architectonic decorative element A medieval castle reconstructed and supplemented with modern fortification elements after the emergence of firearms. Cathedrals, basilicas, monasteries and also village churches which are equipped with typical fortification elements for the use of firearms. Long stretched lines of defence for the protection of bigger regions as border installation, line fortress or territory fortress. Limes Chinese Wall Saalburg (DE) Augst (CH) Malbork (PL) Chateau Gaillard (FR) Alhambra (ES) Pisa (IT) Bad Münstereifel(DE) Luzern (CH) Mont Royal (DE) Bard (IT) Königstein (DE) Kronach (DE) Sabbioneta, (IT) Neuf-Brisach, (FR) Longwy, (FR) Jülich, (DE) Padua (IT) Capua (IT) Germersheim (DE) Luxemburg Koblenz (DE) Mainz (DE Modlin (PL) Mainz (DE) Diest (BE) Warsaw (PL) Eichstätt (DE) Ksiaz (PL) Helsingor (DK) Eger (HU) Mansfeld (DE) Spilberk Castle, CZ Basilika Esztergom (HU), Abbey Melk and Göttweig (AT) Graacher entrenchment Queich Line forte cultura - information_en_ docx 7

8 Water fortress Heldrungen (DE) magann Fortified palace Hohenzollern (DE) Fortified Ideal City Palmanova (IT) II. FORTIFICATION OF THE 20 TH CENTURY symbol term characteristics examples Epoch 1900 until 1945 (Fortification of the World Wars) Heldsberg (CH) Krattigen (CH) bunker, positions High-rise bunker bunker system Strongly fortified shelter or rooming complex in ferro concrete construction, built underground as a deep bunker Strongly fortified shelter or rooming complex in ferro concrete construction, overground as a high-rise bunker Strongly fortified, large-area system from underground shelter and function buildings Berlin (DE) Hamburg (DE) Bunkerchurch Düsseldorf complex Riese (PL) Wolfsschanze (PL) Defence line Wide-spread defence installation to secure bigger areas as border facilities or territory fortresses Epoch 1945 until 1990 (Fortification during nuclear age and the Cold War) bunker Defence line Strongly fortified shelter or rooming complex in ferro concrete construction, built underground as a deep bunker Wide-spread defence installatin to secure bigger areas al border facilities or territory fortresses. West wall Atlantic wall Maginot-line German Central Bank bunker, Cochem Iron Curtain 3.2 Researches about the stock of Cultural Heritage Fortresses in Europe Under administration of ECCOFORT e. V. the surprisingly high concentration and extension of fortification architecture is explored in Europe. Periods of observation are the aforementioned epochs, so to say from the Roman Limes to the Iron Curtain. For the first time in 2013 ECCOFORT e. V. designed an overview map of Cultural Heritage Fortified Monuments for the middle European area, which develops constantly. For now this concentrates on the stage between late middle Ages until Modern Times. (see map on the following page). At the moment the exploration of Western Europe and the fortification of the 20 th Century are in progress. forte cultura - information_en_ docx 8

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10 3.3 TRAVEL WORLD to the Cultural Heritage Fortified Monuments along the Culture Route FORTE CULTURA WORLD OF EXPERIENCE as travel content Fortified monuments developed in many places to centers of culture and tourism. Mighty fortress walls form the extraordinary scene for a broad spectrum of experience offers for young and old. This includes events (concert, festivals, theatres), museums and exhibitions, family and children offers, sport offers, military history, historic battles, culinary offers and accommodations, nature and scenery, parks and gardens, secret architecture and memorials. FORTE CULTURA focuses on this high experience value in its travel offers, also to accomplish a change of image from a defiant defense building to a modern experience location Target groups for fortress tourism On the basis of the rich tourist offers in the fortified monuments, the Culture Route FORTE CULTURA can aim on almost every target group. Especially the individual tourist finds many incentives for a visit in almost all regions of Europe. Within the Culture Route tourism we see the following focusses: Target group children teenagers and families Culture tourists Active tourists Experts Theme spectrum (selection) School trips Children and youth camps (e.g. Fortress Torgau (DE)) Children play and learn centers (e.g. citadel Petersberg Erfurt) Offer of the youth hostels in fortresses (e.g. Windischleuba, Heldrungen, Kronach, Koblenz (DE)) Youth castles (e.g. Neuerburg (DE)) Riddle and adventure games (e.g. in Fort Monostor, Komarom (HU)) Themed tours and workshops Youth festivals, etc. Theatre, concert, festival Sightseeing tours museums, themed exhibitions and tours reenactment of historic battles adventure catering health care bike and hiking tours (like Mosel bicycle track, Mosel path, Rhine path) water hiking tours, also combined with excursion boats sporting events (marathon in Silberberg /PL, boat racing in Peschiera del Garda /IT), nature experience tours in the huge fortification systems, etc. fortification architecture of epochs and types fortification history of historic realms Fortification, military history and weapon engineering etc. Due to their specialization experts are an important and very interesting marginal group with interest in expert information. These knowledge carriers appear as important multipliers for the Cultural Heritage Fortified Monuments and its world of experience with publications, reports and events. forte cultura - information_en_ docx 10

11 Counted among these are many local fortification associations and leisure actors Development of travel recommendations FORTE CULTURA at first develops travel recommendations for the essential target groups. In cooperation with chosen travel agencies bookable travel offers are planned in the medium term. Build on the touristic interesting experience offers of fortified monuments and enriched with suitable extra offers in a region, travel descriptions are developed and incentives for visits in the fortified monuments are given. That way they are themed and presented on the travel market in a special way. The image of a themed culture route increases the attention. At the moment around 50 themed travel recommendations in a broad theme spectrum are developed, in which more than 100 central European fortresses are presented with its tourist attractions and their websites. Focused Tourism segments and travel types FORTE CULTRA concentrates with the travel recommendations on the growing tourism segments culture tourism and active tourism Travel types like convalescent trips, sightseeing trips, weekenders, study trips, excursion, active tours, etc are distinguished. forte cultura - information_en_ docx 11

12 tourism segment Culture tourism Active tourism theme spectrum City tourism and sightseeing tours Cultural Heritage tourism History tourism event tourism scenery tourism wellness / recreation culinary tourism, etc. photo trips, etc. biking excursions hiking water tourism sport, extreme sport caravaning nature tourism The travel duration is flexible. Short trips and multi-day trips are on the program as well as one or two week tours. Fortress Kostrzyn [PL] Fortress Kufstein [AT] Fort Thüngen [LUX] Fort Thüngen [LUX] Fortress Königstein [DE] forte cultura - information_en_ docx 12

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14 4 EFFECTIVE MARKETING FOR THE CULTURE ROUTE AND THE FORTIFIED MONUMENTS Cultural Heritage Fortified Monuments full of life! The quality and the marketing determines the success of tourist offers on the market. With the in a transnational cooperation developed marketing program for the Cultural Heritage Fortified Monuments a significant gap will be filled. Fortress architecture and its experience value are for the first time presented nationally and internationally under a uniform brand and a coherent design. A new dimension of market presence of the fortified monuments is now possible. For this case there are two fields of acting: 1. Marketing of the tourism product Culture Route FORTE CULTURA 2. Marketing of single fortresses with its tourist offers Both are linked closely but can also be used separately. 4.1 Marketing strategy for the tourism product European Culture Route Fortified Monuments "FORTE CULTURA" Marketing goals for the Culture Route The most important marketing goal is the placement of the Culture Route and its experience offers on the national and international tourism market. The positive image of a EU funded European Culture Route is an important quality feature. This way touristic economically effects for the participating fortified monuments and fortified cities are to be gained. (see point 5). Especially the number of visitors is to be increased and this way an economical, financial, social-cultural and memorial preserving impact for the fortified cities is to be initiated. Moreover it is a goal to make the meaning of the rich, wide-spread cultural heritage visible and to improve the understanding in public, politics and the economy. The types of point 3 help with the recognisability The fortified monuments are built European history and productive information carrier, in which very interesting experience offers can be consumed today Target area of international Culture Route marketing Basically the Culture Route marketing is aimed on Europe, but feedback from Asia, North and South America are already registered. Orientation is supported by the density and distribution of the target groups in the culture tourism and the active tourism in Europe. During the current development phase Central Europe between the Baltic Sea and the Adria is in focus of the activities. Here the most culture and active tours are developed, so that the sources and goals for the fortress tourism geographically largely correspond. Until now the main marketing instruments are produced for the German speaking area and in English language. For Italy, Hungary and Poland the first vernacular marketing products already exist and will be expanded. forte cultura - information_en_ docx 14

15 4.1.3 Brand building and logo FORTE CULTURA FORTE CULTURA is an international registered brand. The Master logo of the Culture Route identifies the unique fortress architecture. It is adapted from the grounds of a fortified ideal city and has a high recognition value Regional marketing cluster The main goal of the Culture Route is to present the regional specialities of fortified heritage and to offer respective travel recommendations. For this the master logo can be extended with regional groups or historic definable groups. Sub logos can for example be formed for "Fortified Heritage Rhine-Main-Moselle Region" "Elbe fortresses" "Prussian Fortified Heritage" "Franconian Fortress architecture" Respective letterin is placed underneath the arc. The logo based display of such groups makes it possible to found a regional marketing cluster. In this cluster interesting fortified monuments from a region or a themed connected group come together as a FORTE-CULTURA marketing community. In a cooperation with the branch Berlin individual marketing instruments can be developed and distributed. A good example are the Franconian fortresses Marketing instruments and products for the Culture Route As part of the EU project FORTE CULTURA a number of marketing instruments were already developed, which are used as proto types for future marketing measures. That regards: 1 Classic print products 2 Online marketing (in development) 3 Special instruments 4 Merchandising articles The instruments are continuously developed and extended. forte cultura - information_en_ docx 15

16 1 Selection of print products about the Culture Route Image-Folder 8 pages Touristic travel guide book fortified monuments between Baltic Sea and Adriatic Sea Brochure 120 pages Catalogue FORTE CULTURA travel recommendations In addition poster, flyer, roll up s, etc. forte cultura - information_en_ docx 16

17 Information about European Culture Route Fortified Monuments FORTE CULTURA and its Network 1a Selection of print products for the individual marketing Print products for the regional marketing cluster "Franconian Fortified Architecture FORTE CULTURA - regional Flyer For the presentation of regional fortified heritage (like Rhine-Main-Moselle) themed flyer and posters are developed and later also more detailed documentations and touristic information instruments. See the example Franconian Fortified Architecture. The cooperation with the regional partners is effected on the base of a cooperation agreement. signing of the cooperation Franconian Fortresses in Kronach Print products for the individual marketing for fortified monuments FORTE CULTURA location flyer for network members The flyer for network members include information about the local fortified heritage, the touristic offers and contacts and links to the local providers. The location flyer can be put together to an offer package of regional cooperating fortresses and be presented together and multi-lingual on the market. They are also available for download on the tourism portal. Membership fees and a self-funding fee of the member finance the production. Draft Fortified City Germersheim forte cultura - information_en_ docx 17

18 Information about European Culture Route Fortified Monuments FORTE CULTURA and its Network 2 Online Marketing about the Culture Route Main instrument is the currently bilingual tourism portal It connects information about the Cultural Heritage Fortified Monuments in Europe, the world of experience in fortified monuments, the travel world of fortified monuments, the activities of the European network. In the travel world the first travel recommendations are published. Via the portal the digital prints and publications are distributed, like the FORTE CULTURA travel guide, the image prospect, newsletter etc. The portal links with the participating fortified monuments and the tourism organizations. Further e-marketing tools as an event calendar, interactive maps, etc. are provided or are in development. 2a Individual Online Marketing for Network Members Fortress and experience offer compact interactive location profile for network members linked up to ticket bookings Our FORTE CULTURA tourism portal was enhanced by a clear, informative and practical description of fortified monuments and its diverse experience offers. As the fortiefied cities Mainz and Germersheim the Berlin office and ECCOFORT e.v. developed a compact web presene with essential information about Travel recommendations of the culture route Fortress architecture and history touristic experience offers in fortifications and the fortified city thematic tours and events the active associations, organisations and tour guides and many others All information links to the respective providers so that interested people can fast and easily book tours or tickets. From now on this One-Pager belongs into the package of marketing instruments the network members can use free of charge. The example of the fortified city Germersheim can be seen until the following link: fortified-city-germersheim forte cultura - information_en_ docx 18

19 3 Special instruments Travelling exhibition A travelling exhibition about the Central European fortified heritage with 10 large-sized stand-up displays (English) are provided and currently stationed in Verona (IT). Map about the stock of typical fortified monuments in Europe Research ECCOFORT e.v. Image film about FORTE CULTURA contact tour through Germany, Poland, Hungary, Slovakia, Italy and Austria. Wall boards for awarding member fortresses 4 Marketing articles A spectrum of common marketing articles are provided as stickers, pens, USB sticks, bags, flashlights and lanyard, backpacks, notepads, etc. forte cultura - information_en_ docx 19

20 4.1.6 Medium-term marketing program for the Culture Route The medium-term marketing program for the Culture Route includes the further development and the sensible use of marketing instruments. Supplements for the future: FORTE CULTURA experience and travel reports Media library for image movies, pictures and reports about the Culture Route Furthermore the following points are in focus of the marketing for the Culture Route: Quality management Certification Online marketing Press and public relations Prints and merchandises Distribution Fairs events The brand FORTE CULTURA represents a high experience value in historic fortified monuments. The development strategy includes quality standards (tourism infrastructure, guide trainings, logo use, publication content, etc.), in order to meet the quality requirements. The European Culture Route FORTE CULTURA aims onto fulfill the certification requirements as a European Culture Route (Culture route of the Council of Europe) by the European Institute of Cultural Routes in Luxembourg. marketing, couponing, social media marketing, affiliate marketing Regular reports in national and international multi-media mediums Development and international distribution of publications and merchandise about the Culture Route, under use of existing templates Marketing of travel recommendations for and through established tourism hosts for realization Regular presentation of Culture Route and network on international tourism fairs as the International Tourism Fair in Berlin. Regular conferences, symposia and workshops regarding the network activities in order to extend the network and to support the substantial reduction forte cultura - information_en_ docx 20

21 4.2 Marketing strategies for fortified monuments and their touristic offers Several possibilities for self-marketing about the network participation are offered for interested fortified monuments. For one various effects appear from the marketing program for the Culture Route in general. Moreover fortified monuments have the possibility to market themselves individually via information, links, publications, announcements of events or exhibitions, etc. The goal is to allow the fortified moments more transparency on the tourism market in order to increase for example the number of visitors and the income from tourism. This way especially financial, economic and social effects for the preservation and management of fortified monuments and for the tourism business of the city/community are to be obtained. These economic goals correspond to the ones of the Culture Route FORTE CULTURA. With the possibilities of the fortress network will be among others: the own marketing activities of the fortified monument expanded on a national and international basis the brand awareness and acceptance increased the catchment area extended the transfer of knowledge to the consumers (history, architecture, touristic offers and infrastructure) extended Special marketing instruments for fortified monuments Additionally and in connection with the Culture Route marketing various instruments for single fortress marketing are provided mainly via the internet. 1. about the online marketing portal Location profiles / portraits of single fortresses (incl. downloads) Links to single fortresses and fortress organisations Event calendar for fortresses Media library for image movies, pictures and reports about the fortified monument Online instruments for single fortresses currently in development Ground plan depiction in digital maps interactive location profiles (incl. download) interactive digital map with location profiles marketing Online book shop with reviews of fortress literature forte cultura - information_en_ docx 21

22 Planned activities in online marketing: Couponing (marketing of coupons for touristic offers in fortified monuments) Social media marketing (use of social media for the marketing, the raise of publicity and image) 2. Prints und Merchandise Multilingual regional image folder, flyer, etc. with location information and travel routes FORTE CULTURA travel recommendations, multilingual Location profiles / portraits of single fortresses, multilingual 3. Property portal for the search of investors and users In many fortified monuments and fortified cities buildings and rooms are being vacant. The vacancy strain the management costs and accelerates the decay. Investors and users for the monuments or parts of it are searched, who are able to preserve and care for the monument and expand the tourism and local recreation offers. Therefore a property portal is being developed, in which fortified monuments and communes can publish their offers. forte cultura - information_en_ docx 22

23 5 EFFECTS OF THE CULTURE ROUTE AND OF FORTRESS MARKETING 5.1 Sustainable impact on the preservation, management and financing of the Cultural Heritage Fortified Monuments The European Culture Route FORTE CULTURA as well as the described marketing instruments are developed and realised with the clear goal of preserving the Cultural Heritage Fortified Monuments and including it into the needs of modern society with their architecture as historic places and experience offers. This way tourism economic effects and new income is to be generated, employment to be kept or created and to exploit new financial sources especially for the participating monuments, cities and associations. From a participation will benefit especially: the fortified cities and communities the friends association and the many volunteers the owners, managers of fortified monuments the local tourism economy, gastronomy and accommodation business the organisers and exhibitors the managers of the touristic infrastructure, as bicycle and hiking tracks, service centres the tour operators and tourism agencies and many more The Culture Route and the related fortress marketing present the monument and the touristic offers on a national and international basis. Connected to that is always a location and city marketing. This way the impact by local agents will be expanded and the connection to the international tourism markets will be created or intensified. This will be done in cooperation with local agents. The reachable market presence will have the following effects: 1. Visibility and consuming of touristic offers of the fortified monuments as well as their surroundings, city and region 2. Increase of publicity nationally and internationally 3. Increase of number of visitors by winning new target groups from a much bigger catchment area as well as the increase of repeaters This creates the following effects: Economic effects Increase the income of fortified monuments by stronger touristic demand Increase of the income of communal regions by higher utilization of touristic infrastructure and tourism economy, absorption of purchasing power Sales increase and utilization of catering Strengthen of the competitiveness on the competitive tourism market Improvement of profitability of (public) investments into the touristic infrastructure, the touristic offer and the fortification Stimulating the expansion of touristic infrastructure Tendential relief of public budget and refinancing effects on public expenses Preservation or creating of employment and income Management of the monument, therefore way preservation by use forte cultura - information_en_ docx 23

24 and much else Social cultural effects Pulling effect on touristic operators and therefore enrichment of cultural offers also for locals Integration of fortified monuments into the modern life of city and region Inclusion of fortified monuments into the local city and region development Strengthen of identity and life quality in the city/community Image win for fortified monuments, city and region and defining of unique characteristics 5.2 Special effects for institutions and associations One of the most important basis for preservation, maintenance and management of fortified monuments are the many organisations which have many volunteers who care for the fortified heritage with little measures but much enthusiasm. They do research, organise, host and care for the buildings, they carry on political decisions and create public attention. Without these agents the fortified monuments would have been lost in many places. The organisations need permanent help with their invaluable and important work. With the Culture Route and the belonging network we support their impact, the reflection of their actions and the technical quality. Knowledge transfer and ability to act The effects on the cooperation between fortified monuments on regional and international level is not to be underestimated. The common interests in fortress tourism and fortress marketing lead to a close cooperation, exchange of experiences and often common projects. This way the dealing with cultural heritage fortresses and its management can be organised technically qualified and economical more efficient. Internationally compared the own performance spectrum can be reflected and expanded. 5.3 Effects for tourism economy With the Culture Route FORTE CULTURA tourism operators will get access to a new tourism product with international orientation, which aims to meet the criteria of certification by the European Cultural Institute. At the same time extensive base and research materials about designing bookable travel offers along the European Culture Route FORTE CULTURA can be used. Direct contacts to single locations and local operator shorten the way to a complete travel product. The use of the brand transports the image of the Culture Route and sets FORTE CULTURA travels apart from the spare market as a special segment with special experience value. forte cultura - information_en_ docx 24

25 6 MEMBERSHIP IN EUROPEAN FORTRESS TOURISM AND FORTRESS MARKETING NETWORK TO MOBILISE EFFECTS The network reveals new possibilities The membership in the European Fortress Tourism Network e. V. is a requirement to use all marketing possibilities connected to the European Culture Route FORTE CULTURA. Moreover the effects for single fortified monuments, fortified cities and regions can be very extensive. With the joining of the network new impulses about touristic handling of fortified monuments are often initiated as well as a high attention of official sponsors, supporters and tourism partners Members benefit from collected experiences and the existing know how of the network from participation on international information and experience exchange of the fortified monuments and fortified cities. The fields of expertise include the whole spectrum around a fortified monument, from reconstruction to marketing. This way they get in contact with a network of experts and consultants in fortification business and are able to receive technical services and concepts or analyse best-practice-models. Members are invited to sessions and workshops on a regular basis. Furthermore, if possible, they can be included in transnational projects or benefit from their results. For example they receive access to the results of the EU project Forte Cultura with many publications. A database transnational information system for fortified monuments is provided With workshops, online training and publications learning effects regarding fortress tourism and fortress marketing will be achieved. The creating of a regional marketing cluster is an important development goal of the network. This way the local and regional attention is increased on all levels as well as synergies in regional fortress tourism and fortress marketing are created. forte cultura - information_en_ docx 25

26 7 FURTHER DEVELOPMENT GOALS The European Culture Route Fortified Monuments FORTE CULTURA and the European Fortress Tourism and Fortress Marketing Network are currently in the beginning development stadium. The steady network expansion and market implementation of the Culture Route are the main goal of the member community. In doing so the following priorities are set: Follow-up projects of the EU to implement the Culture Route in Central Europe Expansion in Danube area and Western Europe Realisation / distribution of travel recommendations via regional and over regional tourism operators Expansion of fortress marketing for the Culture Route and members via further marketing instruments and online tools, for example coupon system, combi tickets bonus system, etc. Online training system for FORTE CULTURA guides with exam and certificate Initiating and realisation of support projects by and with members in various national and EU support regions and support levels The readers of this information are sincerely invited to contribute actively More detailed information is provided by the branch of the European Fortress Tourism and Fortress Marketing Network e. V. Berlin. Your suggestions are always welcome. forte cultura - information_en_ docx 26