1. EDEN
SMART
MARKETING
STRATEGY
71/G/ENT/CIP/13/B/N03S10 -
Promotion of EDEN destinations and
awareness raising
How to meet the requirements of
the Specifications sent to you by the
European Commission
Guidelines to prepare a killing proposal for the
EDEN destinations awareness raising
campaign
prepared by
Antonio Pezzano, EDEN Network Facilitator

2. These guidelines
aim to provide a
framework and
practical tips to
Project Officers
and EDEN
destinations to
make the best use
of EU funds for
promoting EDEN
destinations.
_A VISION
_A STRATEGY
_A ROADMAP
_SOME TIPS

3. A VISION
THIS IS WHERE WE CAN GET, IF WE ACT TOTHETHER

4. By 2015, 1 Million
Tourists will learn
about the
European Hidden
Treasure
EDEN destinations
and Project Officers
join forces to make it
happen
A VISION

5. A STRATEGY
THIS IS HOW WE THINK WE CAN GET THERE

6. We would like YOU to
engage travel enablers
so that they will share
their enthusiasm for
EDEN destinations with
their followers
The more tourists learn
about EDEN, the more
likely is to get them in our
destinations
The more travel enablers we engage
and the more enthusiasm we are able
to trigger, the more the opportunities
tourists will learn about EDEN
destinations .
☛ Additional tourism flows (arrivals
and/or overnight stays)
☛ Increased visitor expenditure
☛ Change in seasonality pattern
Project
Activities
Outcome
Impact
☛ Long term relationships
with travel enablers
☛ More tourists know
about EDEN
☛ More involvement of the business
and people from destinations
☛ To connect travel enablers to
tourism business from the
destinations
A STRATEGY
What we would
like YOU to do
…..and why

7. Give a strong motivation to
travel enablers to visit EDEN
destination. Talk to their hearts
Make
them
feeling
good
They will engage with
your destination for ever
The base of this
iconographic is by
A STRATEGY
A STRATEGY
Engage tour operators, bloggers and
journalists

8. Fam/
Study
Trip
Tour
Fair
Eden
Summit
Invite and make happy tour
operators, bloggers and journalists
They will talk about you
Tips from EDEN Network AISBL
A STRATEGY

9. A ROADMAP
THSE ARE THE 7 BASIC STEPS TO MAKE TO GET THERE

10. FOUND
GET
READY
ACT
① NTOs, RTOs and Destinations must build a
strong long-term partnership.
② Destinations must have a social media
manager
③ Destinations must have a travel agent
representative
④ Project Officers should support Destination
in preparing the EDEN KIT for marketing
communication purposes.
⑤ Project Officers, in collaboration with
Destinations, should have EDENSTAT, a
basic set of statistics to measure their
progress towards raising EDEN visibility
⑥ Project Officers should help Destinations in
sharing marketing communication info
with travel enablers on line
⑦ Project Officers should help Destinations in
meeting travel enablers by organizing FAM
trips, facilitating Workshops in Tourism
trade Fairs, and realizing specific events
such as EDEN Summit.
A ROADMAP

11. What is a strong long term relationship?
For example……
National Tourism Organizations and Regional Tourism
Organizations have either the Hidden Treasure section/
product in their on-line platforms or support a specific
platform.
The national tourism network is in place and is (also
financially) supported by NTOs and RTOs.
Destinations are supported financially to pay
membership fees of the EDEN Network Association.
A ROADMAP

12. What is a social media manager?
A person able to manage the EDEN social media
campaign. Duties include:
q managing presence in social networking sites
including Facebook, Flickr, Pinterest and other similar
community sites, posting on relevant blogs, and
seeding content into social applications as needed.
q Monitoring and measuring the impact of social
media projects
A ROADMAP

13. What is a travel agent?
A person or a company able
q to talk with tourists and travel enablers about the
destination, the mode of transportation, travel dates,
financial considerations, and accommodations
required.
q to plan, describe, arrange, and sell itinerary tour
packages
q to provide brochures and publications containing
travel information, such as local customs, points of
interest, or foreign country regulations.
A ROADMAP

14. What is the EDEN KIT?
Electronic Brochures (i.e in pdf) in
English, page in Visiteurope.com
Stories
Videos
Inspiring
Pictures
A set of basic
information on
EDEN
destinations

15. Impact
• Basic statistics
on arrivals,
nights, beds
• Business survey
Outcome
• Travel
enablers
assessment
• On site survey
Project
activities
• Records
• Pictures
What is the EDEN STAT?
A set of tools
to monitor the
effectiveness
of the
marketing
campaign
A ROADMAP

16. What are tools for sharing marketing communication info?
Our goal is to have at least a updated facebook
page in englisn for all EDEN destinations
A ROADMAP

17. Where destinations can meet Travel Enablers?
The travel agent
of an EDEN
destination
meets travel
enablers
Businesses
managers and
owners of EDEN
destinations
meet travel
enablers
Travel enablers
visit EDEN
destinations and
meet businesses
as well as
people
Workshops at
Tourism
Trade Fairs
EDEN
SUMMIT
FAM
TRIP
A ROADMAP

18. TIPS
THESE ARE SIMPLE AND PRACTICAL TIPS TO GET EASILY THERE

19. Which segments?
Families with older
children
Families with young
children
Mature couples
Groups of friends
Solo travellers
Young couples
From where?
Domestic: from what
regions/cities do they
come from?
International: what
are the three most
important countries
where would you like
to invest?
Before selecting the travel enablers,
focus on the right markets for the EDEN
destinations
SOME TIPS

20. Focus on the biggest markets
International
travellers
potentially
interested in
emerging
destinations
100 = 18 million travellers
Poland
3%
Spain
3% Sweden
5%
Denmark
5%
France
5%
Belgium
6%
Italy
7%
Netherlands
8%
UK
26%
Germany
32%
Eden Network Association ASIBL, 2013
SOME TIPS

21. M a k e s u r e t h a t e a c h
destination has
1 picture > 1,000 words A very good story to tell
SOME TIPS

22. Picnic on the
beach, sunset in
Eden
Plan to arrive around 11 am at the beach, the tide
is so far out that there are hundreds of tiny rock
pools waiting to be explored — a perfect
welcome for a bunch of big kids! In no time you
will find yourself splashing in puddles, leaping over
tide pools and sucking meat out of crab legs like
excited kids on a field trip. After a full day’s
splashing, the winter sun will go to sleep early and
will grace you with an impromptu sunset that left
enough light in the sky to make our way home.
38 km travelled
25 rock pools explored
1 beautiful sunset observed
Is
What you
take home
SOME TIPS
An example of a picture with a good story
adapted from
http://mediacentre.canada.travel/media/story-ideas

23. High quality brochures (available also in pdf) with beautiful
images inspire travel enablers to support EDEN destinations as
holiday locations.
Brochure must be easy to follow. A lot of pics and short text are
more effective. Provide a lot of white space (around images,
big and effective fonts).
Include general information about population, size of the area,
climate, lifestyle and geography. This will set the scene.
In case you plan to suggest Itineraries, please allow for
flexibility and independence (have a variety of lengths and
optional extras) and do not forget to add a map!
SOME TIPS
How to prepare an effective electronic brochure

24. Remember: the front cover is your main message. It motivates your
reader to pick it up.
Few large images are more effective than many small images.
Show spectacular landscapes whenever you can.
Use images that are suitable for your target market. For example clients
for group tours are likely to relate more to an experience that shows
groups.
Include people in your images, so that readers can ‘put themselves in
the picture’. Images with people participating in activities convey a
feeling of fun, excitement and involvement.
Colour is important. Too much blue and white can look cold;
counterbalance blue with warm or golden tones.
SOME TIPS
How to prepare an effective electronic brochure

25. › A set of
professional
pictures showing
the “soul” of your
destinations
› General and
useful
information for
traveling
› Amazing stories
of things tourists
can do in their
vacation
EDEN KIT
THE FACILITATOR IS HAPPY TO
PROVIDE YOU WITH A TEMPLATE
SOME TIPS

26. › Have ready an
excel file to record
year arrivals, nights,
bed and n. of
accommodation
establishments
› Prepare a
questionnaire to poll
views of businesses
in destinations
› Assess what are the
most relevant travel
enablers for your
destinations
EDENSTAT
A SET OF TOOLS TO ASSES AND
MONITOR THE CAMPAIGN
EFFECTIVENESS
SOME TIPS

27. Arrivals Nights Beds in hotel Beds in other
type of
accommodation
Unit of self-
catering
accommodation
Destination A
Destination B
Destination C
Collect basic data in 2013 (baseline), 2014, 2015
Contact the EDEN Network facilitator to get the template
SOME TIPS

28. Involve the business community of the destinations and ask them few
simple questions at the beginning (baseline) and at the end of the
project
Contact the EDEN Network facilitator to get the questionnaire
template and tips on methodology
SOME TIPS

29. Travel Media
• Followers on twitter
• Facebook fans
• Circulation
• Readers
• Website statistics
Tour Operators
• Clients
• Catalogue readers
• Website statistics
Market fit
• To what extent
the travel enabler
is effective on the
target markets?
Tour Operators
• To what extent
the travel enabler
is able to deliver
the proper
message to the
market?
Assess the travel enablers to evaluate who better fits your strategy
Strategic Fit Potential reach assessment
Contact the EDEN Network facilitator to get additional information
SOME TIPS

30. › Support EDEN
destinations in
describing their best
practices according
the VISTAS template
› Share the best
practices using
national TV and
newspapers
› Ask the Facilitator for
more info.
VISTAS
A PROJECT TO USE THE BEST
PRACTICES OF EDEN
DESTINATIONS AS A POWEFULL
TOOL OF PUBLICITY AT GLOBAL
LEVEL
SOME TIPS

31. Which target market are interested in
A list of travel enablers
Suggested project Activities
How to involve the business community (surveys and project
activities)
Consult with
destinations
Draft and Review
Submit the
proposal to EU
Preparatory work
Start the project
activities in
November 2013
Draft the proposal, send it to
destinations for comments and
approval before submitting it to the
European Commission on 14/06/2013
Collect the basic statistics
Conduct the baseline surveys
Assess in depth the travel enablers list
Prepare the basic tools
SOME TIPS
READY
?