BRANDTOUR Riga April Plan Beer TOURISM EAST-FLANDERS

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1 BRANDTOUR Riga April 2018 Plan Beer TOURISM EAST-FLANDERS

2 TOERISME OOST-VLAANDEREN Mission statement Tourism East-Flanders wants to promote the welfare and prosperity of the citizens of East-Flanders and its entrepreneurs by developing and promoting tourism and recreation in East-Flanders. We hereby position ourselves as a realisator of tourism projects and as a partner of the tourism industry. We want to be an ambassador for tourism in East-Flanders.

3

4 WHY BEER Image of Flanders Bars, breweries craftmanship, tradition, authenticity

5 TOURISM AND BEER Trends and tourism Authenticity and local connection Experience economy Culinary tourism

6 SUPPLY SIDE Breweries: big names and micro-breweries +30 breweries +10 micro breweries

7 SUPPLY SIDE Large offer of authentic pubs Existing product development (eg Oudenaarde) Entrepreneurs : most important partners

8 CAMPAIGN APPROACH 1/ Best practices

9 CAMPAIGN - APPROACH 2/ Industry involvement November 2014 : Inspirational event on Beer tourism for tourism industry, breweries and restaurants and pubs 170 participants best practices beer and infomarket Set uponline B2B communication to collect and share ideas Early 2015: 2 Regional theme events for tourism actors and brewers: ->lodging owners promote actively brewery visits

10 CAMPAIGN - APPROACH 3/ Tourism product development Creation of walking and cycling trials Data gathering: inventory breweries, bars, restaurants, drinks merchants Connecting interesting POI s Industry partnerships Ambassadors

11 Spring 2015 : First Beer cycling and hiking routes CAMPAIGN - APPROACH

12 Autumn 2015: Beer cycling and hiking routes CAMPAIGN - APPROACH

13 The story CAMPAIGN - APPROACH

14 CAMPAIGN - APPROACH The ambassadors Food Pairing

15 + translated English

16 4/ online and social Engaging content development CAMPAIGN APPROACH

17 Beerquiz: CAMPAIGN APPROACH

18 Dedicated newsletters

19 CAMPAIGN APPROACH 2015 You Tube

20 Owned media Media

21 Press and advertising

22 CAMPAIGN RESULTS 2015 Consumers/tourists Plan Bier Vlaamse Ardennen: copies distributed Plan Bier Scheldeland: copies distributed You Tube : views Youtube; views op Facebook Plan Bier quiz: participants Partners Brewery visits : new : individuals Huyghe: visitors in 4 afternoons Roman: 30 visitors/day on Saturdays April-September Liefmans: 10% visitors Dillewijns: 78 visitors / 3 afternoons Media/Press Free publicity : Good practice -> need/want for more: new region more breweries / brewery visits

23 BEERTRAILS AND BEER MAPS cycling tours 3 walking tours +60 bars 8 breweries 12 drinks merchants Recipes (food pairing) interviews

24 BEERTRAILS AND BEERMAPS

25 ENGLISH 2016: international Maps in English Website 4 languages

26 New: juni languages (NL, FR, EN, DU) Brewery visits: groups and individuals Routes, with PDF Beerpackages (lodgings ) Beer reportages Planning your beer tour, with bars and breweries located on the map

27 BREWERY VISITS Network evening with brewers: to share results + to convince Breweries created new visit possibilities 22 breweries can be visited by groups! 11 breweries can be visited by individuals!

28 CAMPAIGN APPROACH Content development in cooperation with brewers 5 x You tube June-September 2016: views

29 CINEMA July 2016 Customized version Plan Bier spot 11 cinema s: East Flanders, West Flanders, Antwerp 2016

30 TV SPOT on VIER and NJAM VIER: - 14 broadcasts - Oktober - Linked with Food program Komen Eten 2016 NJAM: - 28 broadcasts - Oktober - 2 /day

31 CAMPAIGN RESULTS 2016 Consumers/tourists Plan Bier Waasland copies (gone in 2 months) copies Plan Bier Vlaamse Ardennen: extra copies Plan Bier Scheldeland: extra copies TOTAL: copies distributed New website: 6 months: visitors, pageviews You Tube film: views Youtube

32 CAMPAIGN RESULTS 2016 Partners Brewery visits Growing numbers : breweries opening for public participants Events Great Breweries Marathon (Golazo) Lodging owners 12 stay packages

33 2017

34 local pubs

35 NEW 2017 BIERGIDS May ,95 Euro 114 pagina s 1000 ex sold (Dutch version) 7 highlights, East Flanders List of breweries Brewery visits Top selection : 60 cafés with wide range of beers Practical information New routes! 5 cycling routes 1 walking route in Ghent

36 NEW 2017 BIERGIDS Fathers day present Facebook 1 biergids + plan beer maps 177 sold

37 NEW 2017 BEERMAGAZINE TOURIST MAGAZINE Events Visits (guided) Focus on new products Guest editors: Prominent beer connoisseurs

38 copies De Morgen: copies May Humo abonnees: copies May Toerisme Oost-Vlaanderen: copies DISTRIBUTION

39 CAMPAIGN RESULTS 2017 Consumers/tourists Plan Bier Waasland copies Plan Bier Vlaamse Ardennen: extra copies Plan Bier Scheldeland: extra copies TOTAL: copies distributed Biergids: copies sold Hop Hop magazine: copies distributed on demand (website) website: visitors Partners Brewery visits: possibilities increased Groups: 38 breweries Individuals: 18 breweries Event/teambuilding: beer city golf beer festivals New beer routes are created: tourist offices and private Several new micro breweries

40 2018 Beerguide : Eng Continuous integration of beers, beertradition, beerevents etc in marketing actions and communication tools Cooperation with entrepreneurs Inventory (ongoing) Brainstorm / workshop Larger group participants More divers participants Sharing information on results and actions ??

41 CAMPAIGN OVERVIEW Results Industry partnerships Marketing Product development

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