Designing and marketing Lake Saimaa Purest Finland as an inspiring destination for tourists from german speaking countries

1. HYVÄÄ HUOMENTA.

2. GUTEN MORGEN.

3. DESIGN FOR GERMAN SPEAKING COUNTRIES
Design and Marketing Lake Saimaa Purest Finland as an inspiring destination for
tourists from german speaking countries. Tervetuloa Matkailufoorumiin 2019
Martin Schobert www.saint-elmos.travel

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AGENDA
 Markets. Germany, Switzerland, Austria.
 People. Is there a difference?
 Customer journey. How do they travel?
 Products people love. Finnish Localhood.
 Design services. For german speaking countries? Why?
 How to market. Lake Saimaa Purest Finland? Efficient?
 The future. A glimpse into the future of tourism.

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MARTIN SCHOBERT
m.schobert@tourismusmarketing.com

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INTRODUCTION.
Martin Schobert
Managing Director Team Vienna @ Saint Elmo‘s Tourismusmarketing
Tourism Expert since 1998. 12 years Austrian National Tourist Office.
Chief Digital Officer, Head of Research & Development, Head of Domestic...
2010 – 2017 Tourism Consultancy Tourismusdesign, project VisitSaimaa
2017 – today: brand experience designer, product developer, DMO-expert

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55 TOURISMUSEXPERTEN

8. GERMANY · FRANCE · BELGIUM · NETHERLANDS ·
SPAIN · SWITZERLAND · AUSTRIA · ITALY ·
INDIA · MIDDLE EAST · KOREA · CHINA · RUSSIA ·
POLAND · UKRAINE · USA
COLLEAGUES
+4.100
COUNTRIES
16

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SAINT ELMO´S: 360° SPEZIALIST
FOR TOURISMUSMARKETING
9
» 360° Campaigning
» Political Campaigns
» Health & Life Marketing
» Public Relations
» Sponsoring & Rights
» Sales Marketing
» Dialog / CRM
» Event
» Design
» Corporate Reputation
» International Marketing
Services
Gruppe für innovative
Kommunikation
Gruppe für innovative
Media
» Strategic Planning
» Media Planning
» Media Buying
» Media Research
» Media Intelligence
» International Media Planning
» Geo Media
» Neuro-Marketing
» Start-Up Media
» Channel Planning
» Strategic Planning
» Digital Campaigns
» E-Dialog & E-CRM
» Websites & Shops
» Social Marketing &
Engagement
» Mobile
» Media Planning & Buying
» Technology Services
» Search & Affiliate
» Conversion Lab
» Targeting & Trading Desk
Gruppe für digitale
Kommunikation
Gruppe für innovatives
Marketing, Forschung
und Beratung
» Business Intelligence
» Market Research
» Digital Media Research
» Insight-based Consulting
» Neuro Research
» Tool Development
Gruppe für innovative
360° Kommunikation
» PLACE BRANDING
» STRATEGIC PLANNING
» SERVICE DESIGN
» PRODUCT DESIGN
» 360° Campaign On & Offline
» International Media
» E-Commerce, Dialog, CRM
» Websites & Landing Pages
» Search & Affilliate
» Social/Influencer Marketing
» Brand Cooperations

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VIENNASALZBURGMUNICH
BERLIN INNSBRUCK BOZEN LINZVELDEN HAMBURG ZÜRICH
SAINT ELMO‘S TOURISMUSMARKETING

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Saint Elmo´s Tourismusmarketing works for the
complete tourististic value chain,
Best Practice Tirol -> Ötztal -> Companies:
 LTO: Tirol Werbung
 Destination: Ötztal Tourismus, Sölden
 Seilbahnen: Skilifte Sölden
 Hotels / Hotelgruppen: Aqua Dome, 1st
Hotels, Grüner, Hotel Central, Hotel Alpina,
Neue Post, Hotel Tyrol (im Rahmen der
Gletscherkooperation)
 Infrastruktur / Ausflugsziele: Area 47,
Intersport Glanzer
WE UNDERSTAND
TOURISTIC VALUE CHAINS
11

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Markets.

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VIENNAZÜRICHMUNICH
BERLIN GRAZ
LINZ
FRANKFURT
+ 18 Million just in NRW
HAMBURG
BASEL
MARKETS. IS IT ALL THE SAME IN ...?
GENEVE

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VIENNAZÜRICHMUNICH
BERLIN GRAZ
LINZ
FRANKFURT
+ 18 Million just in NRW
HAMBURG
BASEL
MARKETS. IS IT ALL THE SAME IN ...?
GENEVE

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People.

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SINUS-META-MILIEUS

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SINUS MILIEUS AND DIGITAL MEDIA
 Basis: Digitale Sinus Milieus (deutschsprachige Gesamtbevölkerung.14 Jahre und älter) Quelle: Best For Planning 2017-I / Plan.Net Insights

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SINUS MILIEUS GERMANY
 Basis: Sinus Geo Milieus (deutschsprachige Gesamtbevölkerung.14 Jahre und älter) Quelle: www.microm.de und Best For Planning 2017-I

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SINUS MILIEUS GERMANY
 Basis: Sinus Geo Milieus (deutschsprachige Gesamtbevölkerung.14 Jahre und älter) Quelle: www.microm.de und Best For Planning 2017-I
Sinus Milieus Deutschland
Reisende
Personen, die im Jahr 2017 mindestens
eine Urlaubsreise mit einer Dauer von 5
und mehr Tagen unternommen haben

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SINUS MILIEUS BALTIC SEA GERMANY
 Quelle: FUR Deutsche RA 2018 und Sinus-Milieus, Alpenforschungsinstitut im Auftrag von Saint Elmo‘s Tourismusmarketing

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BALTIC SEE MILIEU AND AGE
 Quelle: FUR Deutsche RA 2018, Alpenforschungsinstitut im Auftrag von Saint Elmo‘s Tourismusmarketing

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SINUS MILIEUS GERMANY – LOKAL !!!
 Basis: Sinus Geo Milieus (deutschsprachige Gesamtbevölkerung.14 Jahre und älter) Quelle: www.microm.de und Best For Planning 2017-I

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SINUS MILIEUS GERMANY INTERIOR STYLE
 Basis: Sinus Milieus (deutschsprachige Gesamtbevölkerung.14 Jahre und älter) Quelle: www.sinus-institut.de und Best For Planning 2017-I / Plan.Net Insights

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MOST FAVORIT VISITOR INTELLECTUALS
 Quelle: b4p 2017 III; Zielgruppe: Sinus Millieu Intellectuals; Potential 5,05 Mio.
Demografische Merkmale Medienkompass Freizeitbeschäftigung (häufig/gelegentlich)
Aspekte des Lebens
41,9%
Zeitschriften
67,1%
Online
51,2%
Plakat
47,3%
Tages-
zeitungen
49,6 %
Fernsehen
45,3 %
Radio
Gesunde Umwelt
Sicherheit im täglichen Leben
Arbeitsplatzsicherheit
Partnerschaft
Kinder haben
Familie
Spaß und Freude
Individualität
Gute, vielseitige Bildung
Erfolg im Beruf
stark mittel schwach
34%
Radfahren
35%
Wandern
6%
Action Sport
Wohnort Bundesland
Nordrhein-Westfalen (27%)
Bayern (16%)
Niedersachsen (12%)
54 %
Ø HHNE
3.903 €
Ø 48,8
Jahre 35%
Schwimmen

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MOST FAVORIT VISITOR „BARBARA LÄSSIG“
 Quelle: b4p 2017 III und SET-Analyse FUR Deutsche RA; Zielgruppe: Art der nächsten Urlaubsreise geplant: Urlaub am Meer oder Familienurlaub mit
Kinderbetreuung oder Wanderurlaub oder Sporturlaub & 1-3 Kinder unter 14 Jahren im Haushalt, Potential 1,64 Mio.
Mit der Familie
beschäftigen
Im Internet
surfen
Fernsehen
Tageszeitung
lesen
Hygge und
Lagom an
der Ostsee
entspannt
leben
Social Networks
57%
weiblich
1.590€
Ø-Persönliches-
Netto-Einkommen
5.422€
Ø-Haushalts-
Netto-Einkommen
Demografische Merkmale
Angaben in Prozent
Ø-Alter
48,5
Jahre
Reisemotive Lübecker Bucht
„Mir helfen Medien dabei, mir zu wichtigen Themen
eine eigene Meinung zu bilden“ (79%)
„Es ist mir wichtig vertrauenswürdige
Informationsquellen zu haben“ (91%)
Internetnutzung unterwegs über
mobilen Internet-Zugang (79%)
82%
27%
23%
70%
72%
Lebenswelt
Mediennutzung
Entspannt am Strand. Zeit für Reise statt für‘s Reisen: „Kurz
mal weg, dafür hochwertig, gemütlich!“ Ehemann ist viel
unterwegs. Gemeinsame Tage = wertvolle Lebenszeit.
1-3 Kinder im Haushalt
Gute Ausbildung, Bildung, Werte;
Einfamilienhaus/Dachboden-Loft
Lebensmotto: Ausgleich mit niveauvoller Behaglichkeit..

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Products
people
love.

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Products
people
love.
LOCALHOOD.

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PUREST FINLAND…

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PUREST FINLAND…
WHAT ARE
GERMANS, AUSTRIANS
AND SWISS PEOPLE
THINKING ABOUT IT?

31. PURENESS.
People from german speaking countries dream about pureness.

32. SAUNA.
the most known finnish word in the world

33. SAUNA.
There is an old tradition and demand of sauna in Germany and Austria

34. TASTE.
Made by hand.

35. COMMUNITY.
Familiy forever.

36. COMMUNITY
Familiy forever.
Interesting trend: more generation holidays and grandparents with kids

37. CULTURE
german speaking travellers explore core story of the destination deeply

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Customer
Journey.

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CUSTOMER JOURNEY DOCUMENTATION

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USER BEHAVIOR IS CHANGING
Basis: Einstellung Medien-Gerätenutzung (Top 2-Boxes), Persönliche Gerätenutzung (jemals); Alle Befragten 14-65 Jahre n=1.500
Quelle: Ipsos, Screen Life / Plan.Net Insights
89%
der 14 bis 29-Jährigen
nutzen ein Smartphone
25%
sind aber auch
gern mal „off“
65%
checken morgens als
erstes ihr Smartphone
60%
genießen es auch
unterwegs unterhalten
zu werden
6%
der Tablet Besitzer
nutzen keinen
PC oder Laptop

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NORTH SEA Niedersachsen 12
Bücher
BALTIC SEA mit Mecklenburg-Vorpommern
60 Bücher
NORTH SEA Schleswig Holstein
32 Bücher
Travel Guides - Cologne
Baltic Sea vs. North Sea

42. Mit Service Design vom Tourismusmarketing zum Erlebnisprodukt
PRODUCT EXPERIENCE IS THE NEW
MARKETING

43. Arte Sella, Trentino.
Upcycling. Wood.

44. Bus Stop Krumbach, Vorarlberg.
8 international architects show vision

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THE WALKING ARTIST
HAMISH FULTON, 4 HOURS HIKING TOUR, 800 METERS

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Design services.

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Design services.
safe adventure.
slow tourism.
culture.

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GER AUT SUI:
THE AURA OF
MEANINGFUL
EXPERIENCES.

49. EXPLORE
Stories and their storytellers.

50. SLOW
Experience time and symbols

51. ENCOUNTER
History, culture of life, origin, ...

52. STOP OF
Sustainable, handmade, value.

53. TASTE
Make it with your own hands ... .

54. HOMES
Foreverness

55. JOINT EXPERIENCE
Mixed Use Konzeptionen

56. PURE FINNLAND
Our Feeling ...

57. THE ORIGINAL
Wellness reloaded?

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01
02
RITUALS
celebrating / singing / music playing

59. TIME
Objekts as long lasting memory

60. GLAMPING
Camping with style

61. SLEEPEROO
Camping with style

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CONNECT
Live like the locals.

63. DAILY FRESH FROM GRANDMA
Vollpension.at - more generation coffee house

64. DAILY FRESH
LOCAL FOOD
DAILY FRESH FROM
GRANDMA Vollpension.at - more generation coffee
house

65. LOCAL FOOD
EASY ACCESSIBLE

66. GROCERY
SELF SERVICE 2.0

67. FOOD
24/7

68. ORGANIC
LOKAL PRODUCERS

69. MILK-BAR
FARMERS PRODUCT

70. TRUST
BAR OR CARD

71. Hitchhiking with Locals
MEET PEOPLE

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How to
market.

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AI BASED
COMMUNICATION –
LANGUAGE AS INTERFACE
HYPER-
PERSONALISATION
PERSONALISED
CREATION
73

74. Confidential & Proprietary
Früher war alles so einfach...
Reisezeitschriften
Reisebüros
DieReise!
Das Abenteuer
Die“Diashow”ICH WEIß, WAS DU
GEKAUFT HAST UND
WAS DU ALS NÄCHSTES
KAUFEN WIRST.
IT WAS SO EASY ...

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CONTENT IS EXPLODING …
973,000
Logins
3,7 MIO.
Search queries
266,000
Hours watched
$862,823
Spent online
2,4 MIO.
Snaps created
25,000
Gifs sent via messenger
38 MIO.
Messages
67
Voice-first devices shipped
18 MIO.
Text messages
4,3 MIO.
Videos viewed
375,000
Apps downloaded
174,000
Scrolling instagram
481,000
Tweets sent
1,1 MIO.
Swipes
187 MIO.
Emails sent
936,073
Views
ONE
INTERNET
MINUTE
IN 2018

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CONTENT IS
KING, BUT
CONTEXT IS
GOD! (GARY VYNERCHUCK)

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WHAT THE VISITOR WANTS?
Bildquelle: Google Micro-Moments

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MARKETINGTRENDS 2019
 USER – f. e. customer experience, customer journey
 OPEN LINKED DATA – f. e. new way partnership, agile, the end of silos
 TOOLS – f. e. content, video, social, influencer, native advertising
 ALGORITHMS – f. e. AI, programmatic advertising, personalization
 DATA – f.e. viewability, data alliances DACH knowledge graph, DPG
 MARKETING-INTEGRATION – f. e. crosschannel-marketing, attributes
Six important things to focus at german speaking countries:

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»microstories =
standardformat for
content.
»timed and playful,
spontanous.
»content marketing.
MICROSTORIES

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PROGRAMMATIC
DATA DRIVEN MARKETING

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PROGRAMMATIC MARKETING
With the creation of statistical twins and the use of
audience data, new potential customers are directed to
the website.
With this highly efficient data-driven new customer
approach based on proprietary algorithms, the value of
the user is increased and a significant optimization of the
campaign is made.
It`s all about the audience.
Analyze Audience
Segment & Cluster
Convert Audience
Adress look a likes

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TARGETINGS
With the correct targeting you
can reach the user in the right
place, at the right time with the
ideal advertising message.
Cappings, Frequencies and the
targeting can be applied across
marketers and thus across the
entire campaign.
SEMANTIC
AUDIENCE
PLACEMENT
INTERESTS
PURCHASE
GEO
TARGETING
CRITERIA

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PREX – SERVICEPLAN GROUP

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DMEXCO 2018 – MEDIA MEETS AI
CASE STUDY: MINI COUNTRYMAN

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CAMPAIGN

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ASSETSBERND
& INGE
SVENJAOLAF

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PSYCHOGRAPHICS
Formale Beschreibung
…gezielt
ansprechen
Informations-Bausteine Value-Matrix®
Mediale Beschreibung
…medial planbar
machen
Motivatorische Beschreibung
…in ihrem Verhalten
verstehen
OLAF

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LAUNCHPRODUCTFEATURE
CREATIVESBERND
& INGE
SVENJAOLAF

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RESULTS
CTR
+118%
CTR
+72%
CTR
+209%
CR Address
+334%
CR Address
+424%
CR Address
+430%
BERND
& INGE
SVENJAOLAF

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THE PROCEDURE LAKE SAIMAA WEBSITES
Assignment Pixel integration Creation of advertising
material according to
specifications
0301
Campaign start
0402
A decent setup and the right preperation is very important.

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THE RESULTS LAKE SAIMAA CAMPAIGNS
100% tailored to your own
needs and adaptable at any
time, so that your budget can
be optimally aligned to the
goals.
KollegenIndividual media
plan
Campaign
understanding
Weekly, transparent reporting
with strategies, costs, results &
developments.
Required adjustments can be
made at any time.
Reportings
Final comprehensive reports
with analyzes around target
group, environments,
advertising performance, PLZ
performance and many other
exciting topics

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The future.

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Data driven creation.

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DATA DRIVEN CREATION

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CONNECTED IN THE SPIRIT

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SLDN
A State of Mind.

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Place branding.

100. PLACE BRANDING
Lake Saimaa Pure Finland.

101. PLACE BRANDING
Joint Promise and Products.

102. PLACE BRANDING
Joint Experiences. Localhood.

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Smart Tourism Data.

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Smart Tourism Data.
How is our destination booked in 3 weeks?
Where do they come from?
Do I get the right price?

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H-BENCHMARK
HOSPITALITY DATA
INTELLIGENCE

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13 DESTINATIONS:
 Trentino Region | Since 2016
 Jesolo | Since 2016
 Bibione | Since 2016
 Lignano Sabbiadoro | Since 2017
 Caorle | Since 2017
 Faita Veneto | Since 2017
 Cortina d’Ampezzo | Since 2017
 Lugano (CH) | Since 2017
 Verona | Since 2017
 Lake Garda Veneto | Since 2017
 Milan | Since 2018
 Venice | Since 2018
 Montecatini| Since 2018
Milan
Lugano
Verona Venice
Cortina
Montecatini
Trentino
Bibione
Jesolo
Lake Garda
107

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H-Benchmark is a unique web-based collaborative platform. It enables
the acquisition, the aggregation and the comparative analysis of many
performance indexes for the hospitality industry.
H-Benchmark knows the health state of the touristic destinations because
it speaks real time with the most reliable source: the PMS structures.
AT A GLANCE
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Smart Tourism Data.
What about Day Tourists?
Where do they come from?
How long do they stey?
Where do the spend time?

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Smart Tourism Data.
When, where, how, how much do they spend?

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Mastercard Big Data
Leveraging tourism data to drive insights and actions

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Mastercard Big Data
Leveraging tourism data to drive insights and actions

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WERTSCHÖPFUNG

130. KIITOS!
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