BRANDTOUR Riga April 2018 Plan Beer TOURISM EAST-FLANDERS
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.
WHY BEER Image of Flanders Bars, breweries craftmanship, tradition, authenticity
TOURISM AND BEER Trends and tourism Authenticity and local connection Experience economy Culinary tourism
SUPPLY SIDE Breweries: big names and micro-breweries +30 breweries +10 micro breweries
SUPPLY SIDE Large offer of authentic pubs Existing product development (eg Oudenaarde) Entrepreneurs : most important partners
CAMPAIGN APPROACH 1/ Best practices
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
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
Spring 2015 : First Beer cycling and hiking routes CAMPAIGN - APPROACH
Autumn 2015: Beer cycling and hiking routes CAMPAIGN - APPROACH
The story CAMPAIGN - APPROACH
CAMPAIGN - APPROACH The ambassadors Food Pairing
WWW.PLANBIER.BE + translated English
4/ online and social Engaging content development CAMPAIGN APPROACH
Beerquiz: WWW.PLANBIER.BE CAMPAIGN APPROACH
Dedicated newsletters
CAMPAIGN APPROACH 2015 You Tube
Owned media Media
Press and advertising
CAMPAIGN RESULTS 2015 Consumers/tourists Plan Bier Vlaamse Ardennen: 35.000 copies distributed Plan Bier Scheldeland: 12.000 copies distributed You Tube : +115.000 views Youtube; +150.000 views op Facebook Plan Bier quiz: +10.000 participants Partners Brewery visits : new : individuals Huyghe: + 200 visitors in 4 afternoons Roman: 30 visitors/day on Saturdays April-September Liefmans: 10% visitors Dillewijns: 78 visitors / 3 afternoons Media/Press Free publicity : 800 000 Good practice -> need/want for more: new region more breweries / brewery visits
BEERTRAILS AND BEER MAPS 2016 4 cycling tours 3 walking tours +60 bars 8 breweries 12 drinks merchants Recipes (food pairing) interviews
BEERTRAILS AND BEERMAPS
ENGLISH 2016: international Maps in English Website 4 languages
WWW.PLANBIER.BE New: juni 2016 4 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 WWW.PLANBIER.BE
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!
CAMPAIGN APPROACH Content development in cooperation with brewers 5 x You tube June-September 2016: 1 500 000 views
CINEMA July 2016 Customized version Plan Bier spot 11 cinema s: East Flanders, West Flanders, Antwerp 2016
TV SPOT on VIER and NJAM VIER: - 14 broadcasts - Oktober - Linked with Food program Komen Eten 2016 NJAM: - 28 broadcasts - Oktober - 2 /day
CAMPAIGN RESULTS 2016 Consumers/tourists Plan Bier Waasland 10 000 copies (gone in 2 months) + 10 000 copies Plan Bier Vlaamse Ardennen: 17 000 extra copies Plan Bier Scheldeland: 12.000 extra copies TOTAL: + 80 000 copies distributed 2015+2016 New website: 6 months: 70 000 visitors, 300 000 pageviews You Tube film: 1 5 00 000 views Youtube
CAMPAIGN RESULTS 2016 Partners Brewery visits Growing numbers : breweries opening for public participants Events Great Breweries Marathon (Golazo) Lodging owners 12 stay packages
2017
WWW.PLANBIER.BE +200 local pubs WWW.PLANBIER.BE
NEW 2017 BIERGIDS May 2017 9,95 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
NEW 2017 BIERGIDS Fathers day present Facebook 1 biergids + plan beer maps 177 sold
NEW 2017 BEERMAGAZINE TOURIST MAGAZINE Events Visits (guided) Focus on new products Guest editors: Prominent beer connoisseurs
125.000 copies De Morgen: 60.000 copies May Humo abonnees: 55.000 copies May Toerisme Oost-Vlaanderen: 10.000 copies DISTRIBUTION
CAMPAIGN RESULTS 2017 Consumers/tourists Plan Bier Waasland + 10 000 copies Plan Bier Vlaamse Ardennen: 10 000 extra copies Plan Bier Scheldeland: 12.500 extra copies TOTAL: + 100 000 copies distributed 2015+2016+2017 Biergids: + 1000 copies sold Hop Hop magazine: 125 000 +5300 copies distributed on demand (website) website: 33 000 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
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 2018-2019??
CAMPAIGN OVERVIEW Results Industry partnerships Marketing Product development