Creative Tourism Austria Presentation Creative Tourism Forum Thailand

Kreativ Reisen Österreich | Creative Tourism AustriaKreativ Reisen Österreich | Creative Tourism AustriaDeveloping & promoting creative tourism in AustriaDeveloping & promoting creative tourism in Austria

Siam Society Bangkok, Thailand - 4 October, 2012Siam Society Bangkok, Thailand - 4 October, 2012

Elena Paschinger | Project DevelopmentElena Paschinger | Project Development

““Kreativ Reisen Österreich”Kreativ Reisen Österreich”Creative Tourism AustriaCreative Tourism Austria

• IntroductionIntroduction• Concept & IdeaConcept & Idea• Marketing & PRMarketing & PR• Int’l NetworksInt’l Networks• DevelopmentDevelopment

opportunitiesopportunities• DiscussionDiscussion

Concept & DevelopmentConcept & Development

• Market Trends (authenticity, interest in regional Market Trends (authenticity, interest in regional culture, self-development, generation 50+)culture, self-development, generation 50+)

• Growing demand for new and innovative forms of Growing demand for new and innovative forms of cultural tourism (“Österreich Neu Entdecken”), cultural tourism (“Österreich Neu Entdecken”), rising number of interested partners for rising number of interested partners for developmentdevelopment

• Support from the Austrian National Tourist Board Support from the Austrian National Tourist Board brand message in 2012: brand message in 2012: “Passion for Tradition”“Passion for Tradition”

Brand ManagementBrand Management

A way ahead …A way ahead …

• 10 November 2010: Foundation of the network10 November 2010: Foundation of the network• 10 December 2010: Presentation at the European 10 December 2010: Presentation at the European

Creative Tourism Network conferenceCreative Tourism Network conference• July 2011: Press conference, website launch July 2011: Press conference, website launch

www.kreativreisen.at (English & German)www.kreativreisen.at (English & German)

• Today: Marketing association with 100 members all over Today: Marketing association with 100 members all over Austria : Hotels, destinations, artists, creative clusters ...Austria : Hotels, destinations, artists, creative clusters ...

• Common goal: Public relations, networking and Common goal: Public relations, networking and marketing in order to raise awareness for creative marketing in order to raise awareness for creative cultural offerscultural offers

Partners of Creative Tourism Partners of Creative Tourism AustriaAustria

““Experiencing arts, crafts & culinary holidays Experiencing arts, crafts & culinary holidays across Austria” … across Austria” … ART & CULTUREART & CULTURE

Partners of Creative Tourism Partners of Creative Tourism AustriaAustria

““Experiencing arts, crafts & culinary holidays Experiencing arts, crafts & culinary holidays across Austria” … across Austria” … TRADITIONAL CRAFTSTRADITIONAL CRAFTS

Partners of Creative Tourism Partners of Creative Tourism AustriaAustria

Experience packages for creative cultural Experience packages for creative cultural travellers in Austria… travellers in Austria… CULINARY CULINARY EXPERIENCESEXPERIENCES

Regional development in theRegional development in the

Examples for creative offers in the Waldviertel district of Lower Examples for creative offers in the Waldviertel district of Lower AustriaAustria

Marketing & PR (Online)Marketing & PR (Online)

• Homepage www.kreativreisen.atHomepage www.kreativreisen.at– Bilingual presentationBilingual presentation– Event calendar (2012)Event calendar (2012)– News & ResourcesNews & Resources

• Online PROnline PR– Press releases, Blog Trips, Press releases, Blog Trips,

Newsletter, (Press) conferences ..Newsletter, (Press) conferences ..

Marketing & PR (Online)Marketing & PR (Online)

Social Media StrategySocial Media Strategy• http://BLOG.kreativreisen.athttp://BLOG.kreativreisen.at

– Encouraging links & backlinksEncouraging links & backlinks– Moderated discussion, feedbackModerated discussion, feedback

• Facebook + TwitterFacebook + Twitter– 600+ Fans & Follower600+ Fans & Follower– Discussion & interaction, follow up with events & special Discussion & interaction, follow up with events & special

dealsdeals

• YouTube (Videos), Flickr (Photo gallery)YouTube (Videos), Flickr (Photo gallery)– www.youtube.com/creativetourism - www.flickr.com/photos/creativetourism www.youtube.com/creativetourism - www.flickr.com/photos/creativetourism

Marketing & PR (Offline)Marketing & PR (Offline)

• Printed magazine Printed magazine ““Kreativ Reisen ÖsterreichKreativ Reisen Österreich”” (distribution through members, trade shows, (distribution through members, trade shows, events & PR conferences: 15.000 per year)events & PR conferences: 15.000 per year)

• Articles in national &Articles in national &int’l media int’l media

• Seminars & EventsSeminars & Events• Trade showsTrade shows• WorkshopsWorkshops• ConferencesConferences

Int’l Networks & CooperationInt’l Networks & Cooperation

• Austrian National Tourist Board (Web, Bulletin, Austrian National Tourist Board (Web, Bulletin, KULTour News, ...)KULTour News, ...)

• Creative Tourism Network Creative Tourism Network

• , kreativreisen-burgenland.at, , kreativreisen-burgenland.at,

KreativeKurse.com, Vacaza, CreativeParis.info, KreativeKurse.com, Vacaza, CreativeParis.info, Creative Tourism Thailand … Creative Tourism Thailand … – > > building a strong European & int’l network!building a strong European & int’l network!

kreativ@kreativreisen.at kreativ@kreativreisen.at

http://blog.kreativreisen.athttp://blog.kreativreisen.at

Open discussion & FeedbackOpen discussion & Feedback