Eco-label Project Marketing for tourism 2006 Work on the Implementation of the EU Eco-label Scheme in the Areas of Marketing Lot 8 Presentation ITB Berlin, Germany 8 12 March 2006 Report April, 2006 Ernst Leitner, G&L Rainer Stifter, Energon On behalf of the European Commission
Tasks and goals Within the framework of the project Work on the implementation of the EU Eco-label scheme in the areas of marketing, product group development and stakeholder representation, Lot 8, the contractors were present at ITB Berlin. ITB is the most important and largest tourism fair in Europe. It addresses to trade (hotels and hotel groups, accommodations, tourist organisations, associations, tour operators, travel agencies, organisers, tourist magazines) and private visitors. More than 10,856 exhibitors and 162,823 visitors (including 94.553 trade visitors) were counted 2006. The EU Eco-label marketing team, represented by G&L and Energon, was present everyday and hosted a stand in co-operation with Verträglich Reisen in hall 3.1. The main focus of the all the activities consisted of: Active presentation to relevant stakeholders in tourism (tourist regions, hotel groups, journalists etc.) Raise the level of recognition among decision makers in tourism Get contact to key stakeholders in tourism in our focus countries Get contact to relevant hotel groups and hotels Find interested tourist businesses to apply for the European Eco-label Meet relevant tour operators to position this environmental award and achieve support Distribute information leaflets among visitors, especially the new Where-to-stay-guide Present the EU Eco-label to relevant media Presentations at stages with quiz-games for visitors As target area we focused on following countries: Mediterranean countries (Italy, Greece, Cyprus, Spain) New Member States (Czech Republic, Slovenia, Hungary) German speaking countries (Germany, Austria) - 2 -
Result 1. Stand We organised an exhibition stand (8 m 2 ) with sufficient room for presentations to trade and private visitors. In order to reduce costs we co-operated with the Austrian Federal Ministry of Environment (representing the Austrian Eco-label and the Austrian Competent Body for the EU Eco-label) and Verträglich Reisen (German magazine and fair organisation). The stand was hosted every day either by Mr. Leitner or Mr. Tauchhammer. Our stand, was located in hall 3.1., Ecotourism. Activities Duration Marketing Team Prearrangements, Vienna (planning, organisation of the stand, the presentation, etc.) 2,5 days Mrs. Susanne Schlaffer, G&L Mr. Ernst Leitner, G&L Journey to Berlin by car (transportation of stand equipment) March 7, 10 a.m. to 9 p.m. One day - 3 - Mr. Ernst Leitner, G&L Build up stand in the evening 7.3., 9-11 p.m. Three hours Mr. Ernst Leitner, G&L First day, 8.3., 9 a.m.-6 p.m. For trade visitors One day Mr. Ernst Leitner, G&L Second day, 9.3., 10 a.m.-6 p.m. For trade visitors One day Mr. Ernst Leitner, G&L Third day, 10.3., 10 a.m.-6 p.m. For trade visitors One day Mr. Ernst Leitner, G&L 10 th of March, 10.30-11.45 a.m. Press brunch at hall 3.1 1,15 hours Mr. Ernst Leitner, G&L Mr. Rainer Stifter, Energon Fourth day, 11.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner, G&L 11 th of March, 14.30-15.00 a.m. Presentation Green Torin to win, at hall 3.1, public stage Half hour Mr. Ernst Leitner, G&L Mr. Rainer Stifter, Energon Mr. Ugo Pretato, Toroc Fifth day, 12.3., 10 a.m.-6 p.m. One day Mr. Ernst Leitner, G&L Mr. Rainer Stifter, Energon Disassembling 12.3., 6-7 p.m. One hour Mr. Ernst Leitner, G&L Return journey by car Total days Susanne Schlaffer, G&L Total days Ernst Leitner, G&L Total days Stefan Tauchhammer,G&L Total days Rainer Stifter, Energon 7.p.m. to 3 a.m. (8 hours) 2,5 days 6 days 6 days 2 days Mr. Ernst Leitner, G&L Stefan Tauchhammer, G&L
2. Consumable materials We distributed following materials approx. 500 brochures with the Where-to-stay-guide in German, English and Italian language approx. 150 folder Towards an environmentally sound future in German approx. 150 folder Towards an environmentally sound future in English approx. 50 items in Greek, 30 in Italian, 25 in Spanish, few in French approx. 50 fact sheets in all available languages give-aways: ball-pens, post-its, balloons To decorate the stand we used several posters (format 70 x 100 cm), covered by plexi glass boards. As experienced in 2005, the Where-to-stay-guide proved as the right marketing instrument both at the stakeholders and at the private visitors! 3. Advertising effects Trade visitors days (key players in tourism) Dates Eye-contacts (estimated) Personal contacts Visitors (at stand, at presentation) 8.-10.3. 500-1,000 approx. 80-100 Presentation at the event arena 10.3. 200 Approx. 50-70 In hall 3.1 Public days 11.-12.3. 10,000 approx. 1,000 Conclusion: ITB is Europe s most important trade fair and reaches a wide audience of international tourist experts (e.g. representatives of tourist regions, tour operators, tourist associations) and decision-makers. At the trade visitors days we organised a lot of meetings with relevant key stakeholders. Kim Hansen from My travel travelled to Berlin just for a meeting with us. We also had contacts with other relevant tour operators and representatives from hotel groups. A major part of our activities was dedicated to our target areas. We activated contacts to Cyprus, Greece, Italy, Hungary, Austria, Germany, Slovenia and Czech Republic. In the foreground of the meetings was the objective to set up commitments with representatives from tourist federations in the ongoing target countries. Following this strategy we could organize many relevant persons from the region who are willing to support us during the activities in 2006. - 4 -
4. Press-brunch The marketing team organised a press brunch about the ongoing activities (LOT 8) of the EU Eco-label in nine European regions, on Friday 10 March, 10.30 until 11.30 am, hall 3.1. During this press brunch, the new EU-project aiming at disseminating the EU-Flower within nine member states was introduced. The focus was on the following regions: Italy (Trentino, Sicily); Greece (Kos, Rhodes Island); Germany (Baden- Württemberg, Bavaria); Austria (Hohe Tauern/Salzburg); Cyprus; Spain (Balearic Islands,) Czech Republic (National Park Areas); Hungary (Balaton area); Slovenia (Julian Alps) and France. The event was moderated by Mr. Ernst Leitner The following speakers presented their activities: Mr. Pep Martorell, Conselleria de Medi Ambient, Balearic Islands, Ms. Carina Dambacher, Eco Camping Germany, Mr. Rainer Stifter from Energon, Austria; Please find in the annex the press text, which was provided to participants of the press-brunch. The press-brunch was announced to about 930 journalists. The database was provided by ITB Berlin. Participating journalists are listed in the contactlist in the annex. The press invitation was also placed at the press corner. 5. Info-Presentation at the Event arena In co-operation with Mr. Ugo Pretato, TOROC, Torin, Italy, a presentation of the EU Eco-label was organised at an event stage as follows: Green Torin to Win Moderation: Mr. Ernst Leitner, G&L Participants: Mr. Rainer Stifter, Energon Mr. Ugo Pretato, Toroc The objective of the presentation was to present the past activities of TOROC during the Olympic Games in Torin, February 2006, in combination with a presentation of the EU Eco-label. The event took place on Saturday, 11 th of March, from 14.30 15.00 p.m. - 5 -
The presentation-event was opened by Mr. Ernst Leitner, followed by Mr. Rainer Stifter from Energon who introduced the European Eco-label to the public. Afterwards, Mr. Ugo Pretato from the Olympic Team was interviewed about the activities on behalf of the European Ecolabel in Torin, Italy. This event was completed by a quiz game moderated by Mr. Leitner, where several hotel stays in the Torin region could be won. For participating in the quiz game the people had to fill in a small ticket. Those tickets which were drawn could join the quiz. Then they had to answer questions on interesting environmental topics. Like every year, the numbers according to the questions were determined by turning the "Eco-label Wheel". The following prizes were won: 1 week B&B at "Baglio Case Colomba", Sicily 1 weekend at hotel "Casa per Ferie Conte Rosso", Torin 1 weekend at hotel "Caprice", Torin 1 weekend at hotel "Certosa San Francesco", Torin 1 weekend at hotel "Papageno" in Vienna Each voucher was valid for two persons. 6. Acquisition One of the major objectives was also to look for potential companies to apply for the EU Eco- Label. Another aspect was to discuss with representatives of certified hotels about their experiences and impressions about the EU Eco-label for tourist accommodation services. We had an interesting meeting on that with Mr. Bachmeier, who presented surprising benefits provided by the EU Eco-label. In general, our acquisition strategy was as follows: Identify potential regions with a context to nature and environment Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces and tour operators) Find potential companies to apply for the EU Eco-label (hotels, hotel chains) The list of contacts plus results please see below in detail. Result in brief: Germany: no support from tourist provinces (this experience we got already in 2005. Austria: high interest in general from hoteliers and tourist provinces, three interested hotels identified (partially with support of TUI)!!! Italy: some inquiries Greece, Cyprus: several general contacts (e.g. co-operations with Rhodes Tourism) Spain: Strong competition from EMAS Portugal: some interests from hotels, we provided them the contact from the CB. Hotel-chains with at least one certified hotel, e.g. Landal Green Parks, NH (both in The Netherlands), Kolping (Hungary) Hungary: good contacts to Balaton region - 6 -
Czech Republic: contacts to Czech Tourism Tour operators: excellent co-operation with My travel, LTU All the important contacts will be followed up from the EU Eco-label marketing team! The acquisition team: Mr. Ernst Leitner Mr. Rainer Stifter 7. List of contacts The eco-label marketing team was very busy to meet as many relevant decision-makers in tourism as possible. The objective was primarily: Present the EU Eco-label (raise the level of recognition at stakeholders) Find partners for the promotion of the EU Eco-Label (e.g. tourist provinces) Find commitments with tour operators Find potential companies to apply for the EU Eco-label (hotels, hotel chains) Results in summary: 52 personal contacts and meetings 1 info-presentation 1 press brunch 5 days at stand - 7 -
8. Photogallery Announcing the press brunch Mr. Leitner moderating the press brunch Mr. Stifter introducing the EU Eco-label Mr. Pep Martorel during his statement introducing the co-operation with the Balearic Islands Promotional activities in front of the EU Eco-label stand Mr. Rainer Stifter on stage during the presentation of the EU Eco-label Mr. Leitner interviews Ugo Pretato, TOROC, about the EU Eco-label activities during the Olympic Games in Torin. - 8 -
Mr. Leitner explains the rules of the EU Eco-label quiz-game The winners with the vouchers for free weekends in EU Eco-label hotels Talk at the EU Eco-label stand Talk at the EU Eco-label stand The team at ITB: Ernst Leitner / Rainer Stifter Stefan Tauchhammer Berlin, April 2006-9 -