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Marketing Plan 2017

Welcome to the Land of Stories

2012 2013 2014 2015 2016

Since 2012 we have been presenting the Czech Republic as the Land of Stories

2017: The Story of the Baroque Landscape and Its Architects

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The story of Baroque is imprinted in town palaces, aristocratic mansions and sacral buildings. The architecture is in harmony with nature, giving rise to the phenomenon of a Baroque landscape, which is noticeable to this day.

The major CzechTourism marketing theme of 2017 is the Story of the Baroque Landscape and Its Architects

The major CzechTourism marketing theme of 2017 is the Story of the Baroque Landscape and Its Architects

This theme will be presented to potential visitors by employing the creative Baroque through All the Senses concept

We will tell the story of Baroque through 9 topics

• The Best of Baroque - top sites, UNESCO, particularly long-haul markets • Baroque Gardens • Baroque under Your Own Steam: on foot or by bike • Mystical Baroque (religious sites) • The Most Beautiful Baroque Chateaux (music and theatre) • Geniuses of Baroque • Gastronomy and Traditions • Birth of the Modern Spa Industry • Undiscovered Baroque Sites – less known, but amazing places

The Best of Baroque The most significant sites of Czech Baroque include churches, majestic chateaux and palaces, gardens, unique sculptures as well as the splendidly preserved theatre. The extremely fruitful Baroque era is still recalled today by many various celebrations and musical or theatre festivals.

B A R O Q U E

The Best of Baroque at a Glance

PRAGUE KUTNÁ HORA KUKS

OLOMOUC KROMĚŘÍŽ

VALTICE MIKULOV ZELENÁ HORA

ČESKÝ KRUMLOV HOLAŠOVICE

The Best of Baroque at a Glance

Product

Communication of National Products in 2017

Culture routes Landscape tours Health and wellness MICE

• Prague The Baroque Landscape and Its

Architects

• Cultural trips (thematic trips)

The Baroque Landscape and Its Architects

• Cultural landscape The Baroque Landscape and Its

Architects

• Summer trips The Baroque Landscape and Its

Architects

• Winter trips (Snow and

Fun – product communications)

• Czech spas The Baroque Landscape and Its

Architects

• In a healthy and responsible fashion (healthy lifestyle)

The Baroque Landscape and Its Architects

• Czech Republic – an attractive M.I.C.E. destination

• International and national meetings

• Incentive tourism • Active sales

destinations The Baroque Landscape theme is in line with all of the products and can be easily implemented from the regional point of view. Constant exceptions to this are performance sports and B2B, which have their own communication lines.

Product Content

Regional distribution Drawing foreign tourists beyond the boundaries of Prague

Extension of the period stayed in the country

Creating an alternative to the current citybreaks

Expansion and improvement of the Czech Republic’s offer

Finding and promoting unique places throughout the whole of the Czech Republic

2017: Focus on Quality Goals In view of the existing growth dynamics (2015 recorded record results), we wish to concentrate more on quality parameters, particularly on:

New in 2017: B2B Catalogue with Regional Itineraries Our work generates the made-to-measure content of inspiring trips/itineraries around the Czech Republic, which can be offered by foreign offices to their B2B partners, and in the subsequent phase also to the B2C.

Key Markets

Prediction of tourist expenditure in the Czech Republic 2017 (source countries’ market shares)

TOP markets 40-60 %

Prosperous markets 20-30 %

Classic markets (regional diversification) Under 10 %

Emerging markets Under 10 %

Major markets without foreign offices Under 5%

Czech Republic 20.0%

USA + Canada 10.0% Benelux 2.9% Poland, Lithuania,

Latvia 2.5% China 4.7% Israel 2.1%

Germany 13.5% United Kingdom 5.0% France 2.2% Slovakia 1.8% South Korea 4.0% GCC: n/a

Russia 7.9% Scandinavia 4.8% Spain, Portugal 2.1% Austria 1.6% Hong Kong, Australia, OAC 1.9%

Italy 3.4% Mexico + LatAm 1.5% Japan 1.2%

Marketing Campaigns

Key Prerequisites

- The major 2017 communication theme is The Story of the Baroque Landscape and Its Architects

- We continue the positioning of The Czech Republic – Land of (Romantic) Stories

- We communicate the theme to suit the needs of clusters of foreign offices and the domestic market

- In cooperation with regions, we create an inspirational content supporting visits to tourist regions

- In B2Bs we work with the factor of a safe destination - We look for strategic partnerships, increasing the prestige of the destination brand

- We take an active role in the branding of the Czech Republic abroad

Campaign 2017

Czech Republic – Land of Romantic Stories

Baroque Landscape and Its Architects Baroque Landscape and Its Architects

Highlights (UNESCO, etc.)

Undiscovered Sites, Landscape Snow and Fun

Incoming Domestic Tourism

Snow and Fun

Campaign 2017

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MARKETING GOAL To increase the number of tourists in destinations - higher regional dispersion, higher revenue from tourism

COMMUNICATION GOAL To increase awareness of regional products

MEDIA GOAL KPIs: number of conversions – number of sold heritage cards, number of downloaded mobile applications, number of visits to itineraries of journeys with a story, reservations of air tickets and accommodation, purchase of destination cards

POSITIONING Czech Republic – Land of Romantic Stories

MARKETS According to available budget

TARGET GROUP Pleasure Seekers, Pilgrims

Vision 2017 +

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Communication Theme of 2018: Stories of the 20th century

Stories of modern architecture and Czech brands. The year 2018 marks the 100th anniversary of the foundation of Czechoslovakia.

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Communication Theme of 2019: Stories of the Present Day

Stories of changes and visions. The year 2019 marks the 30th anniversary of the Velvet Revolution.

www.czechtourism.cz

Thank you for your attention! Monika Palatková CzechTourism Director