2. Las ontologías: nuevos lenguajes documentales
2.5. Lenguajes de representación
DiaMonde will plan, negotiate, secure and execute various activities to reach out to the travel trade community in the German speaking markets and the Benelux. The goal of all activities is to educate the agents on the Naples CVB offerings, its open distribution channels and promote and market the area while always maintaining a very conservative approach to expenditures leading us to try and secure all paid activities at reduced costs or with additional
exposure.
Consumer activities will mainly include attendance at travel shows,
communication through social media and dedicated newsletters as well as fulfillment.
In detail, activities will include:
a.
Trade & Consumer ShowsDiaMonde will personally attend the following shows on the Naples CVB behalf (in order of date by calendar year):
1.
Vakantiebeurs, Utrecht, Netherlands (full six-day attendance at Visit Florida stand every other year alternated with one day attendance for touroperator meetings only, B2B and B2C).
2.
CMT Stuttgart, Germany (full nine-day attendance at Visit USA Stand – B2C only).3.
Reisen Hamburg, Germany (full five-day attendance at Visit USA Stand – B2C only).4.
ITB Berlin, Germany (full five-day attendance at Visit Florida Stand, B2B for three days and B2C for two days, includes full c o o r d i n a t i o n o fa p p o in t m e n t s ).
5.
IPW, Orlando, USA (full five-day attendance at own Naples CVB stand, B2B only, includes full coordination of appointments for GERMAN SPEAKING and Benelux).DiaMonde will arrange for brochure distribution at the following B2C shows (in order of date by calendar year):
1.
Ferienmesse Vienna, Austria2.
Ferienmesse Linz, Austria3.
Ferienmesse Velden, Austria4.
Vakanz, Luxembourg5.
Free Munich, Germany6.
TC International Leipzig, Germanyb.
Trade & Consumer CommunicationTrade
DiaMonde will be liaising with the travel trade through regular e-newsletter distribution to a database of 3200 trade contacts in the German-speaking markets. The e-newsletter is designed and branded in the CVB’s corporate identity and will cover educative topics as well as tourism news. This communication is handled via our own software without incorporating any additional cost, besides the web-design. Distribution will be every two months.
Consumer
DiaMonde will for the first time be sending out consumer e- newsletters on a
quarterly basis. We have currently a database of 602 consumers and are constantly collecting email addresses (from sign-ups off the German website). We will be
presenting traditional and innovative ways to increase newsletter sign-ups for the consumer database,
We will be using newsletters, consumer shows, social media online travel portals to attract consumers.
c.
Familiarization TripsDiaMonde will secure at least one dedicated overnight fam trip to the Naples CVB area, to include negotiation of complimentary airline seats, negotiation of
complimentary overnights and coordination of an itinerary along with the team at the Naples CVB. The selection of attendees will be handled jointly with the involved partners (airline or tour operator).
Alternatively, DiaMonde will secure at least one additional fam trip to the Naples CVB area, which might be in cooperation with another non-competing CVB (i.e. Florida Keys or Miami/Fort Lauderdale).
Where possible and appropriate, a DiaMonde staff member will accompany all fam trips to the Naples CVB area to strengthen the liaison with the attendees and act as a German-speaking guide for the area.
d.
Travel Industry TrainingDiaMonde will secure call center agent and product management member trainings at all mainstream tour operators at least every other year, to include TUI (Germany,
Netherlands and Belgium), DERTOUR & Meier’s Weltreisen, Thomas Cook (Germany and Belgium), FTI, Kuoni Switzerland and Netherlands, Flextravel Switzerland, Hotelplan Switzerland, Knecht Reisen Switzerland.
In addition DiaMonde will secure ad-hoc trainings at the USA specialist agencies, to include Canusa (10 agencies in Germany), Explorer Fernreisen (10 agencies in Germany), America Unlimited, Fairflight, USA Travel Consultants Belgium, Exit Reizen Netherlands, Travel Trend Netherlands, Jan Doets Netherlands.
Furthermore, DiaMonde will attend dedicated USA workshops organized by the Visit USA committee and Visit Florida in all three GERMAN SPEAKING countries.
During regular sales visits and dinner events to/for top producing long haul travel agencies, the Naples CVB will be presented along with other partners in the DiaMonde portfolio (of which none competes with the Naples CVB).
e.
AdvertisingDiaMonde will negotiate and secure dedicated advertising opportunities through tour operators (B2C) in travel or lifestyle magazines and supervise the ad layout, content and print documentation in close cooperation with Paradise Advertising.
f.
FulfillmentDiaMonde will handle all B2B and B2C fulfillment, also resulting from the website inquiries, from our office in Stuttgart at no additional cost.
Lead management
DiaMonde will source business leads for the Naples CVB on a proactive basis and present any relevant requests with potential to the Executive Director.
Public Relations (trade)
DiaMonde will maintain a working relationship with the travel trade press, to include fvw, travel talk, travel inside (CH) and their relevant newsletter publications.
Liaison with Industry Partners
DiaMonde will maintain strong relationships with all relevant industry partners, to include (but not solely) Visit USA committees in all G e r m a n s p e a k i n g c ountries and Benelux, Visit Florida Germany and Benelux, airlines, press offices and other non- competing Florida CVB offices.
Outlook on future activities
The focus for the representation period FY 2014-15 will be to market the Naples CVB with an accomplished combination of B2C and B2B activities. Both segments will be
targeted through the traditional channels as well as online. DiaMonde shall of course maintain the same level of involvement in all segments as outlined above, and concentrate on developing the following activities further:
a.
Focusing on the strengths of our tour operator partners when negotiatingmarketing campaigns, in order to create a mixture of B2B and B2C activities, both, through online and offline distribution channels.
o
With more traditional operators, mainly focusing on distribution via travel agents for travel agent education and the like.o
We will partner up with tour operators with a more innovativeapproach to marketing campaigns to target the B2C market in a creative way, balancing marketing and image campaigns. Overall we will
be approaching the online, same as the offline market.
In support of the B2B education, we will be closely working together with Visit USA in Germany to reach those travel agents that have a strong relation to the US.
Netherlands with joint promotions, marketing activities and travel agent events to push and share the common strength of Visit Florida and the other CVB's, as well as creating synergies. As part of our relationship maintenance and continuous development of the Benelux market, we will be joining Visit Florida’s 2015 European Sales Mission.
c.
Further strengthening our connection to and partnership with Brand USAin Germany. We will be taking part in the majority of joint events between Visit USA and Brand USA to make the CVB gain most out of that cooperation.
d.
Slowly but surely, the Dutch market is recovering, we will be again getting moreactive in the market and strengthen our relationship with the travel trade.
Thus, we will be attending Vakantiebeurs personally again in 2015.
e.
After having gained a first step into the Belgian market, we will intensify andexpand those relationships with tour operators and Visit USA by personal
meetings, trainings and smaller marketing activities.