> Services offered > Tourism Marketing > Tourism Research > Coordinating the European Travel Monitor
Mission: To introduce and relaunch a destination region
STEP 1 – SELECTION OF REGIONAL PARTNERS
To decide what products will be represented in the region’s offer.
This will depend on which regional suppliers are interested in marketing in the Scandinavian countries. The region itself should find out who want to participate. The co-operating partners should then be invited to form an ‘export team’.
mms scandinavia will:
> assist by supplying information on what kind of products might be sellable in Scandinavia.
STEP 2 – SELECTION OF SCANDINAVIAN PARTNERS
To identify Scandinavian tour operators for the chosen products.
To begin with, the region’s offer will be organized into product groups, each with its own spearhead products. In an introductory phase, the best results will be reached by approaching tour operators and travel agents already specializing in these product groups.
mms scandinavia will:
> single out an optimal selection of suitable tour operators and travel agents;
> contact the selected potential partners, present the region and its products, and find out the Scandinavian partners’ interest in cooperation with the region.
STEP 3 – SALES PROMOTION
To sell the products into the tour operators’ programmes.
The best way to convince a tour operator about the potential of a new destination is to bring him there. Personal experience combined with the possibility to meet the suppliers in a workshop will provide the tour operator with the necessary product knowledge, price information and local contacts.
mms scandinavia will:
> assist the region in the planning of combined study tours and workshops;
> select and invite tour operators from one or several Scandinavian countries;
> act as tour conductors and assisting workshop organizers;
> organize the follow-up activities;
> assist the tour operators in product development and programming.
STEP 4 – PR ACTIVITIES
To create publicity for the destination region and the tour operators’ offer.
The most cost-efficient way to get attention for any destination or product is to use the media’s editorial space, especially when the general awareness is not yet very wide-spread. In addition, as a source of information editorial text or programmes are more credible than advertisements.
mms scandinavia will:
> activate the travel trade media to inform about the new destination and its products;
> produce feature articles about the destination to raise general interest;
> produce press releases about current news and products/programmes;
> assist the region in the planning of introductory press tours;
> select and invite media from one or several Scandinavian countries;
> act as tour conductors;
> provide the PR work follow-up: 1) assist the journalists with additional information and pictures, 2) collect and report to the region on the results of the activities.
STEP 5 – SECURING THE ACHIEVED RESULTS
To establish a permanent address for the region on the Scandinavian markets.
In order to secure a constant and increasing travel volume to the destination, the region should have permanently available contact addresses for the trade and the media in the selected Scandinavian countries.
mms scandinavia will:
> assign competent staff to handle the trade and media contacts in each Scandinavian language;
> assign competent staff to assist the region and its suppliers in all matters related to the Scandinavian markets;
> provide postal and e-mail addresses as well as phone and fax numbers.
> Examples for strategical and operational marketing services
> Marketing Representation Services in marketing program
> Market segments in Scandinavia
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