Marketing plan /6/2017

Transcription

1 Marketing plan 2018 _ 26/6/2017 1

2 Timeline the timing of 2017 Setting of strategic points and objectives Content topics Internal consultations with partners and foreign representatives Discussion of the content structure Discussion and approval of the Marketing Plan by the Marketing Board Incorporation of comments Internal discussion Approval of the Marketing Plan Meeting of the directors and the Marketing Board Tender for an agency Presentation of the Marketing Plan at TTD Approval of the creative concept Meeting of the directors 26/01 27/01-23/02 24/03 27/03-21/04 27/04-03/05 26/06 2/08 27/06 16/08 January February March April May June August 20-24/ /05 31/5 Execution of creativity into the campaign September November Completion of the promotional mix December Submission of the Marketing Plan to the Strategy Board Submission of Presentation the Marketing of the Plan to the marketing Ministry of Plan to the Local Members of Development the Parliament for approval Handover of key documents to the departments and partners

3 Resources and requirements Primary communication theme: 100 Years of the Czech Republic Story (working title) Validation of the theme content: On a regional level by partners for domestic tourism and foreign representatives of CzT for incoming tourism Marketing concept: Czech Republic Land of Stories Unified branding: Budget: Minimum estimated sources of CzT in increased funding from the state budget

4 Setting of objectives

5 Strategic objectives Quantitative Raised income from tourism, increased total number of arrivals Qualitative Creation of a unified brand-name of the Czech Republic, strengthening of competitiveness and sustainability Income from the tourism (CNB balance of payments CZK billions Arrivals millions of people 8,7 9,3 9,7 10,0 10,2 Strategic goals involve prediction of the development of the tourism as a whole based on statistical data. The variants are defined with respect to the progress of the CzK exchange rate (CNB intervention), progress of the GDP, inflation and development of the political situation optimistic goal 2018 pessimistic goal 2018 Source: data CNB, Czech Statistical Office; prediction model Institute of Tourism, CzT

6 Primary marketing objectives (I) Quantitative Increasing, maintaining or mitigating the decline of key indicators AVE incoming tourism CZK billions 3,7 3,5 3,5 3,3 3,3 AVE domestic tourism CZK billions The primary marketing objectives involve prediction of performance achieved by measurable activities of CzT Social networks Millions of people 1,6 1,4 1,3 1,1 0, Website visits Millions of visits 19,5 18,9 18,8 18,5 16,5 Variants are defined with respect to the budget and staffing optimistic goal 2018 pessimistic goal

7 Primary marketing objectives (II) Qualitative Creation of a unified destination brand-name (attributes and benefits) in accordance with the progress of the brand on the source markets Favourability incoming tourism Favourability domestic tourism 96% 98% 95% 95% 94% 90% 85% 88% 90% 80% optimistic goal 2018 pessimistic goal

8 Source markets and target groups

9 Knowledge of the brand-name on European and overseas markets Knowledge of the Czech Republic brand-name in Europe Netherlands Spain UK Italy France Austria Slovakia Poland The difference is in perception of cultural differences between Europe and Asia. Germany % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Knowledge of the Czech Republic brand-name overseas Japan Brazil South Korea Australia Q: When you hear the Czech Republic, can you say you know it? N=9000 Yes. I have a good idea about it. I know what it offers. Yes. But I have no exact idea what can I expect from it. No. I do not know It is impossible to compare the countries with each other, but it is possible to monitor the development of each country in the course of time (ideally repeating the research after a max. 5 years). India USA China % 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q: When you hear the Czech Republic, can you say you know it? N=10914 Knowledge of the brand-name on European and overseas markets detected by application of the CAWI method (Source: Institute of Tourism research from 2014). Identical methodology and structure of the respondents, target group of tourists spending their holiday abroad

10 Pareto priority index of foreign markets (according to credit worthiness prediction in 2018) Other strategic markets: Latin America, Gulf Cooperation Council (GCC), Commonwealth of Independent States (CIS), South-East Asia, Iran (unavailable data on the cost of the stay) markets with growing potential strategic markets in the long run markets with high spending markets compensating regional disparity and substitution markets markets oriented to specific products e.g. spa therapy Share of markets according to credit worthiness prediction in 2018 (the number of person-days x average cost for stay per person and day) Neighbouring markets 24.1% Short-haul markets 28.9% Long-haul markets 18.4% Asia 18.2% Markets without activity of CzechTourism 5.6% Germany16.0% UK 7.4% Sweden 1.8% Norway1.1% USA 9.4% China5.6% Turkey 1.5% Poland 3.7% Italy3.8% Belgium1.5% Ireland 0.9% Russia 6.5% Israel 5.5% Hungary1.5% Slovakia 2.8% Spain3.1% Finland1.3% Australia1.4% South Korea4.7% Ukraine 1.4% Austria1.6% France 2.9% Denmark1.3% Canada 1.1% India 1.6% Romania1.2% The Netherlands 2.5% Switzerland1.3% Japan0.8% The sum represents 95.2% of the total credit worthiness of all evaluated markets. Marginal markets (with the share below 0.7%) are not included in the table. Blue marked markets with CzT operation. Source: Czech Statistical Office, STEM/MARK (Incoming tourism)

11 Network of CzechTourism foreign representation in foreign entities with 1st class representation of the CzechTourism agency 4 second-class foreign representations PR agency NEW YORK BERLIN STOCKHOLM MEXICO CITY AMSTERDAM WARSAW YEKATERINBURG LONDON MOSCOW SAO PAULO BUENOS AIRES PARIS MADRID BRATISLAVA BEIJING SEOUL MILAN VIENNA TEL AVIV SHANGHAI TOKYO MUMBAI HONG KONG

12 Service of CzechTourism 1st class foreign representation 360 o marketing: PR, B2B, B2C 100% service for entrepreneurs and regions 100% partner for professional associations and state institutions 100% information service its own dedicated network of experts on destination marketing for promotion of the CR abroad implementation of multi-source financing (commercial subjects, regions, state institutions) promotion of tourism products, cooperation on development of new product lines, national and regional itineraries (mkt concept) 100% source of innovation and development network of foreign representations = increased competitiveness of the CR in incoming tourism over other European NTOs network of foreign representations = united and strong promotion of the CR as a tourist destination on existing and new source territories, creation of business opportunities 100% bearer of the Czech Republic brand-name in the world clear, unified communication of the Czech Republic brand-name

13 Foreign representation of CzechTourism Action Plan Strengthen and intensify territorial operation in the USA & Canada central campaigns personnel strengthening agency representation on the west coast of the USA and Canada Strengthen and intensify territorial operation in Russia central campaigns personnel strengthening strategy for development of new substitution markets Stabilise operations on the strategic markets of India and Israel (2nd class foreign representation) Develop activities on strategic territories with a great potential GCC, Iran Cooperation and service for partners based on the so-called Swiss model offer of professional services by foreign representation that can be purchased by partners Synergic effects of cooperation with strategic partners, regions and businessmen Long-term sustainable multi-source financing Competitiveness and growth of the Czech Republic brand-name on the foreign and domestic market 13

14 Basic characteristics of the target groups Pleasure seekers Basic characteristics - Satisfaction and delight from work - Interests: reading of magazines, childcare, work in the garden, passive relaxation - More frequently women, mostly people aged 35-64, solvent, wanting to enjoy the holiday without sparing finances - Proportion of the population: 30% Cool Basic characteristics - Usually well secured - Interests: modern technologies, music, visits to bars, restaurants and pubs - More frequently men, young people aged 18-34, students or employed - Proportion of the population: 15% 14 Source: ppm factum research, 2014

15 Target groups for destination marketing Pleasure seekers Middle and higher-aged tourists seeking quality services that provide mostly passive relaxation Reasons for travelling: visits to national parks, quality services and accommodation, local gastronomy Barriers to travelling: difficult availability, unstable political situation, low level of healthcare, low quality of food, risk of theft Preferred destinations: most frequently Central and Western Europe, North America Cool Travel around the world, fond of Europe, the goal of travelling is having fun Reasons for travelling: having fun Barriers to travelling: high prices, complications with visas, difficult communication in English with the locals Preferred destination: Europe; the Czech Republic is a favourite destination

16 Marketing theme years of the Czech Republic story

17 The story of Czechoslovakia ( ) The twenty years between the two world wars represent a particularly rich period in Czech history. At that time, Czech lands became one of the centres of modern European life. The Czech towns of Brno, Hradec Králové, Plzeň, Pardubice and Prague boast unique functionalist architecture. In the galleries you can find paintings and sculptures created by artists whose work still ranks among the most appreciated works in the world, while contemporary industrial products (especially cars and artistic glass) captivate with their precision and timeless design. The interwar era left behind numerous monuments, museums and cafés equipped with period furniture and sporting traditions, whose stories are waiting to be discovered. The 100 years story In 2018, we commemorate the centenary of the establishment of independent Czechoslovakia. To mark this occasion, we will focus on themes connected with the period so called as the First Republic ( ), i.e. the twenty years between World War I and World War II.

18 a a Stories of architecture and design Functionalism became the leading style of the First Republic, matching the Czechoslovak architecture with the European leaders. The architectonic style was accompanied by a distinctive design of furniture as well as objects of daily use. Product links: sightseeing trips b Stories of lifestyle Independent lifestyle was manifested by an active and cultural pastime. Sport and organised tourism represented a significant phenomenon. Spa therapy and gastronomy were flourishing. The fame of the Republic was increased by many personalities on the cultural scene. Product links: sightseeing trips, trips through the landscape, health-oriented trips c Stories of Czech brands and industry Czechoslovakia was an industrial power. The glory was spread by successful businessmen and inventors through world-famous brandnames, the international repute of which is in many cases still alive today. Product links: sightseeing trips d d Stories of establishment of the Republic Celebrations of establishment of the Republic and associated events (shows, concerts, music festivals). Story of T. G. Masaryk, the legionnaires and establishment of the Celebrations independent state. of Museums establishment and galleries offer interesting the Republic exhibits and and accompanying associated programmes. events (shows, concerts, music festivals). Museums and galleries offer interesting exhibits and accompanying programmes. Product links: sightseeing trips

19 Stories of architecture and design Golden times of modernism Stories of lifestyle Transformation of public life Stories of Czech brands and industry Timeless quality Stories of establishment of the Republic Symbols of the new state

20 Stories of architecture and design Golden times of modernism The two decades following the end of World War I were extremely culturally rich. Czechoslovakia quickly became one of the centres of modernism and avant-garde. In addition to Josef Gočár and Jan Kotěra, European aces such as Adolf Loos and Ludwig Mies van der Rohe also realised their courageous architectonic visions. The architecture was accompanied by distinctive design of furniture and objects of daily life (e.g. Jan Vaněk, Jindřich Halabala). Sculptors and painters, namely Otto Gutfreund, František Kupka, Alfons Mucha and Emil Filla, were also widely celebrated.

21 Stories and destinations in the chapter Stories of Architecture and Design Stories Symbol of the new republic Prague by Jože Plečnik The Salon of the Republic Hradec Králové A pearl of modernism Lines of Brno Brno: Centre of European functionalism How the Plzeň entrepreneurs lived Refined work of Adolf Loos Between Art Nouveau and modernism Interiors of the Nové Město nad Metují Château New times in the old walls Destinations Prague Hradec Králové Brno Plzeň Nové Město nad Metují Sychrov and Hrubý Rohozec

22 Stories of architecture and design Symbol of the new republic Prague by Jože Plečnik 1 The establishment of Czechoslovakia prompted an important impulse for enlivening one of its main symbols the Prague Castle. In 1919, President Masaryk entrusted Jože Plečnik, professor of the Academy of Art, Architecture and Design and a world-famous architect of Slovenian descent, with its reconstruction. During his more than tenyear work ( ), Plečnik rendered the Castle and its surrounding gardens a unique manuscript in which the feel for historical architecture was interconnected with the elements of a modern time. In addition to modifications of the Castle, Plečnik also built the unmistakable Church of the Most Sacred Heart of Our Lord in Vinohrady, the construction of which was inspired by symbolism of Noah's Ark. 1. Church of the Most Sacred Heart of Our Lord in Vinohrady The church with the largest clock in the country is one of the most interesting examples of Czech interwar architecture. 2. South gardens of Prague Castle Plečnik spiced up the Castle surroundings with a series of decorative elements, which provided them with grandeur and representative character. 3. Column Hall of Prague Castle A representative entrance hall where official state visitors have been conducted since the time of Masaryk

23 Salon of the Republic Hradec Králové: a pearl of modernism Stories of architecture and design At the beginning of the 20th century, Hradec Králové experienced an extraordinary rise associated with intensive creation of the town's new district. Unlike other Czech towns, it was based on the example of a Viennese city plan, which acknowledged all the needs of a modern town. The main author of this visionary plan was Josef Gočár, a native of the local region. Together with his teacher Jan Kotěra and other architects and artists, he built this town with ample streets, monumental buildings and lots of greenery. This unique urban complex is referred to as the Salon of the Republic. 1. Gočár's schools 1 A generously conceived complex of primary and secondary schools including a kindergarten and a Gymnasium with a gym represented an unprecedented project in the Czech Republic. The timeless complex still fully conforms with the needs of today's education. 2. Gallery of Modern Art Hradec Králové The Hradec gallery is not only worth visiting because of a valuable collection of interwar art, but also for the interesting Art Nouveau interiors of the former credit union branch. 3. Masaryk Square The composition and location of the square is one of the proofs of Gočar's feel for the functionalism of an urban area. In Masaryk Square, he modified the façade of the former Anglobanka and had a sculpture of T. G. Masaryk erected in front of it. The author is the significant sculptor Otto Gutfreund

24 Lines of Brno Brno: Centre of European functionalism Stories of architecture and design During the 1920s and 30s, young architects propagating a new direction, functionalism, gathered in Brno. The new style based on clean lines, bright interiors and modern technologies found many followers among the increasingly affluent Brno businessmen who embodied the ambition of the second largest city of the new state. You can thus admire numerous beautiful functionalist villas, cafés, department stores and other buildings in the town Tugendhat Villa The dream come true in modern housing from the workshop of Mies van der Rohe is one of the most admired monuments in Brno. The uniqueness of the interiors is underlined by an onyx partition and specially designed furniture that uses steel tubes. 2. Stiassni Villa The house designed by architect Ernst Wiesner for the textile industrialist Stiassni later hosted most of the Czechoslovak presidents and official visitors to Brno. 3. Josef Zeman café Café entertainment was an integral part of city life under the First Republic, and you can admire several beautiful functionalist cafés in Brno. The popular Josef Zeman café was reconstructed in 1995 after demolition

25 Stories of architecture and design How the Plzeň entrepreneurs lived The classy work of Adolf Loos, Plzeň At the time of the First Republic, Plzeň was one of the most important centres of Czechoslovak industry and a town with a strong Jewish community. The wealthy Jewish investors enlisted the yet unknown architect Adolf Loos, who gradually created a unique set of eight elegant interiors that represented the quality of design and culture of housing under the First Republic. Four of them are now open to the public Kraus family apartment By the application of mirrors, Loos created an impression of endless corridors in the dining hall of the chemical specialist Kraus. Panelling from green marble, mahogany ceilings and the preserved bedroom make a visit to the apartment a unique experience. 2. Brummel house Dive into the privacy of the timber merchant Jan Brummel, through an interior inspired by the regions of Italy or Southern France. It is notable for its combination of colours and panelling from precious woods. 3. Josef Vogl apartment The travertine panelling and simple lines render timeless elegance to the apartment of the paediatrician Josef Vogl, which also served as his surgery

26 Stories of lifestyle Transformation of public life The interwar lifestyle was characterised by the still admired elegance and refinement. It featured weekend trips to the countryside or spa towns, afternoons or evenings spent in pulsating cafés or cheering at numerous sports events. Organised hiking developed thanks to the new infrastructure of trails marked by the Club of the Czech Hikers and development of sports clubs and associations (e.g. Sokol).

27 Stories of lifestyle in overview p. 11 p. 13 p. 15 p. 16 Spas The urban community used to spend their free time in spa towns, which became the centres of social life. Some of the newly established spas experienced their golden age. Gastronomy Public life in the interwar period was split between cafés and pubs. The food was not only a culinary, but also a social experience. Sport The independent lifestyle was manifested by active pastime. Sport became an important component of the national identity. Tradition The establishment of the new state was the culmination of a centuries-long fight for national revival. It is therefore no surprise that the new state was keen on preservation of the traditions to which it referred.

28 Stories and destinations in the chapter Stories of Lifestyle Stories Relaxation in the spa scenery Busy life of Prague cafés Hop-producing power Live tradition Wallachian open-air museum Healing springs in the centre of winter spots Birth of sporting tradition Nobility in the service of the First Republic Magic of frozen moments Birth of the Slavonic Epic Birthplace of Leoš Janáček Restored Jewish Quarter Warden in his own castle Picture-perfect villages Lada's land Mechanical miracle of Josef Probošt Matter of the heart Oldest radon spa The phenomenon of Sokol festivals Destinations Luhačovice Spa Prague Žatec Rožnov pod Radhoštěm Janské Lázně Pardubice Hluboká, Orlík Český Krumlov Zbiroh Hukvaldy Třebíč Český Šternberk Hrusice and its surroundings Třebechovice pod Orebem Poděbrady spa Jáchymov Prague, Pardubice

29 Stories of lifestyle / Spas Relaxation in the spa scenery Luhačovice Spa When Doctor František Veselý established a new company that had overtaken the declining spa of Luhačovice in 1902, he prophesied that the place would become a natural centre of Moravia. His vision mostly came true. During the First Republic, the Luhačovice Spa experienced its greatest development when the leading architects of the time participated in its extension. You can even now enjoy the unique First Republic character during spa procedures or walks along the promenade The Colonnade and the Pavilion of Springs Although the elegant link between the two main parts of the town comes from the 1940s, it refers to the best of the First Republic architecture. 2. Inhalatorium The monumental building of Josef Skřivánek and Jan Vodňaruk is a gem of modernist architecture. The Community House is built in a similar style. 3. Buildings designed by Dušan Jurkovič At the beginning of the 20th century, the design of the spa was strongly affected by Dušan Jurkovič, whose unmistakable style is based on the traditional architecture of the Beskydy countryside. 29

30 Busy life of Prague cafés Stories of lifestyle / Gastronomy Much of the social life under the First Republic took place at the café table. Journalists obtained tips for their articles, artists discussed the quality of their own or foreign works, and politicians formulated their declarations in cafés. Students met with their idols, chatted with them, and even created important ideas about their future career steps. Many of the cafés are still emanating the First Republic atmosphere. To name just a few: Café Louvre, the famous Slavia, Café Imperial, Café Orient in the Cubist House of the Black Madonna and Café Platýz Café Imperial The Art Deco café from 1914 is renowned for its cuisine. 2. Café Louvre One of the most famous Prague cafés frequented by Franz Kafka, Albert Einstein, Franz Werfel and Karel Čapek. 3. Café Orient A café built in the Cubist style according to the project of Josef Gočár was closed only ten years after its opening due to the outdatedness of Cubism. Today, first-rate coffee can be smelled there again and the interior is furnished like at the time of its creation

31 Hop-producing power Žatec Stories of lifestyle / Gastronomy 1 There is no doubt that without Žatec hops, Czech beer would not have gained its worldwide fame. The famous Žatec "červeňák" hops serve as the basis of the pils beer, completing the taste of Pilsner Urquell or Budvar from České Budějovice. In the 1920s and 30s, a Žatec brewery was at the peak of its production and was one of the most modern in the country. Today, you can taste beer from the local hops directly in the unique Hop and Beer Temple directly in the centre of the town. 1. Hop Museum The world's largest museum of its type will acquaint you with everything you want to know about growing hops. 2. Hop and Beer Temple tourist centrewalk through the hop labyrinth, take in the view from the tower, and experience the striking of the only hop astronomical clock in the world. 3. Synagogue In Žatec you will find one of the largest Czech synagogues, which has become the centre of local cultural life over recent years

32 Stories of lifestyle / Traditions Live tradition Wallachian Open Air Museum, Rožnov pod Radhoštěm 1 Establishment of the independent republic encouraged the efforts of many institutions and individual enthusiasts to preserve the "national memory". Such enthusiasts in the picturesque Beskydy village of Rožnov pod Radhoštěm were the brothers Alois and Bohumír Jaroněk. In 1925, they jointly established an open air museum, which sought to introduce and pass the traditional life of the Wallachian rural environment to the coming generations. The Rožnov open air museum is the oldest and currently even the largest museum of its kind in central Europe. 1, 3. Wallachian Open Air Museum The carefully created display constructed since the First Republic introduces the traditional life of the Beskydy foothills. 2. Jurkovič observation tower You can finish your afternoon in the museum by climbing the nearby observation tower. The building, which was built according to plans of the famous architect Dušan Jurkovič, dates to

33 Stories of Czech brands and industry Timeless quality After World War I, Czech industry experienced new prosperity. Engineering and especially car making gained a special position. The Škoda Company got a new impulse after purchasing the Laurin and Klement Company, while Tatra came back with visionary models by Hans Ledwinka. Much like today, traditionally produced glass was deeply admired. Zlín is a specific phenomenon, which transferred into a modern industrial town unparalleled in the world under the management of the Baťa brothers.

34 Stories and destinations in the chapter Stories of Czech Brands and Industry Stories Destinations Story of the Škoda brand Mladá Boleslav The shoe empire Baťa's Zlín The phenomenon of Bohemian glass Story of the Tatra automotive company Sparkling crystal of the Moser brand Not only an industrial town Zlín Jablonec nad Nisou, Nový Bor Kopřivnice Karlovy Vary Ostrava

35 Story of the Škoda brand Mladá Boleslav Stories of Czech Brands and Industry The devastating fire at the Mladá Boleslav Laurin and Klement works in 1924 heralded the merger of the successful car maker with the Plzeň Škoda company. Following the meagre years of the economic crisis, the car maker embarked on a new life and now it is the third oldest functioning car manufacturer in the world Škoda Museum Exhibits in one of Škoda's oldest factory halls introduce the history of the famous brand from the first Laurin and Klement bicycles to the latest models. The exhibited models include the famous interwar Škoda Rapid and Škoda Superb limousines. 2. Flying arrow The typical winged arrow in the logo first appeared on the bonnets of Škoda cars in Allegedly, Tomas Maglic, the business director of Škoda, brought an Indian from his journey in America as a servant and the sign represents his stylised head. 3. Secondary School of Engineering An interesting example of the First Republic functionalist architecture is the Secondary School of Engineering built in 1927 according to the project of Jiří Kroha, the size of which reflects the importance of the car industry for the town

36 Stories of Czech Brands and Industry The shoe empire Baťa's Zlín The story of entrepreneurs Tomáš and Jan Antonín Baťa, who turned an inconspicuous shoe factory into a global company during the 1920s and 30s, still continues to fascinate. Today, the Baťa brand is known in Brazil, China, the United States and throughout Europe. Thanks to the Baťa factories, after World War I Zlín grew into a self-confident town, which is unique with its architectonic and urban concept Baťa houses Baťa built several colonies of family houses for his workers in the surroundings of his plants according to models that he saw in the United States. The so-called Baťa houses were originally only built to survive for thirty years, but they still meet the standards of living. 2. Baťa high-rise The headquarters of the Baťa works were functionally elaborated as perfectly as his factories. The current seat of the Regional Office attracts the attention of visitors who admire Baťa's mobile office and the magnificent view from the roof. 3. Museum of Shoemaking You will learn the most important facts about the history of Baťa in the Museum of Shoemaking, which attractively presents the values and principles behind the success of the company and development of the town

37 Stories of establishment of the Republic Symbols of the new state The Czechs still perceive the emergence of the Republic as an important milestone in its history, which can be best seen during the regular celebrations of 28 October. The enthusiasm following the birth of the new state is still commemorated by hundreds of statues and memorials throughout the country, many of which capture the first president Tomáš G. Masaryk. The story of the journey, which led to the establishment of Czechoslovakia, is best represented by a monument on Prague Vítkov Mountain.

38 Stories and destinations in the chapter Stories from Establishment of the Republic Stories Destinations Following in the footsteps of T. G. Masaryk Lány, Prague, Hodonín Troubled destiny of the Czechoslovak Legions Memorial Vítkov Story of border fortifications Prague Eastern Bohemia, Silesia

39 Support of key products with direct links to the theme a Stories of architecture and design Sightseeing trips Cultural tourism c Trips through the landscape Active tourism d Health-oriented trips Spa therapy and medical tourism Product Prague Product line Functionalism became the leading style of Modern the Prague First Republic, matching the UNESCO monuments Czechoslovak Regional architecture towns with the European leaders. The architectonic style was accompanied by a distinctive design Gastronomy, of regional furniture as well as objects of daily use. Towns with a story Cultural landscape Cultural journeys Spiritual and religious trips Regional products, traditions and intangible heritage gastronomy, regional food Christian traditions Jewish traditions Product Summer trips Winter trips Product line Outdoor activities (cycling, hiking, golf, sports activities in towns...) Indoor activities Outdoor activities (downhill skiing, cross-country skiing ) Indoor activities Product Czech spas Medical tourism Healthily and responsibly Product line Celebrations of Classic therapeutic spas establishment of the stay Republic and associated events (shows, concerts, incentive of the trip music festivals). Museums and galleries offer Eco-tourism interesting Agro-tourism exhibits and Outdoor movement accompanying Healthy lifestyle programmes. Wellness combined with luxury Medical interventions as the The MICE product holds its own strategy in conformity with creation of the corporate brand-name of CzechTourism

40 Communication strategy

41 Resources and requirements Promotional mix (3P): product (destination brand-name/branding and product lines), (activities on source markets), promotion (communication) Marketing tools B2C: marketing communication, promotion, external communication, marketing research Marketing tools B2B: content creation, partnership marketing, promotion, external communication

42 Strategy Communication objectives Creation and profile of a unified destination brand-name Support of the national product line Increase of regional dispersion Prolongation of the length of stay Positioning Czech Republic Land of Stories the principle of storytelling Strategies Creation and spreading of the content emphasis on quality Cooperation with partners on the regional and international level Political support of tourism development as a significant income for the state budget

43 Target groups for the markets and the campaigns Target groups Pleasure seekers: well-to-do, educated, well-travelled, adequate product portfolio Cool: well-to-do, educated, well-travelled, potential for the group of pleasure seekers, strategic invention Effective impact on the target group: combined communication to both target groups has the potential of 45% of the impact on the population Markets according to the height of the media budget Var 1) 7 markets incl. CR Var 2) 10 markets incl. CR Domestic tourism: blanket coverage blanket coverage Neighbouring markets: Germany, Slovakia Germany, Slovakia, Poland Short-haul markets: UK, Benelux UK, Benelux, Italy Long-haul markets: Russia, USA Russia, USA Asia: - China

44 Campaign Thematic communication Support of branding as an attractive tourist destination Support of product lines on markets with high knowledge of the Czech Republic brand-name Extra-thematic communication Support of branding as an attractive tourist destination by means of destination highlights Interdisciplinary branding Support of unified branding of the Czech Republic (in 2016 Czech Olympic Committee / Land of Sport, CzechInvest Land of Investment)

45 New vision of campaigns Thematic communication Extra-thematic communication Product lines Destination highlights Product

46 Radana Koppová on behalf of the CzechTourism Agency Prague, 26/06/2017 Version: 2.3