Antwerp Tourism & ConventionsAntwerp Tourism & ConventionsFashion in Antwerp campaignp p g

Case for Digital Tourism InnovationCase for Digital Tourism InnovationCampus

IntroductionIntroduction

• Antwerp has a vibrant fashion scene– World reknowned Fashion academyy– Fashion museum8000 creative companies all over the city– 8000 creative companies all over the city

– Antwerp six

• Fashion is a USP for Antwerpp

IntroductionIntroduction

• Antwerp has 1.7 million overnight stays/year

– 14,4% cited shopping as a first motivation for their staystay

– From the total of 116 mill. Euros spend in Antwerp by tourists 32 mill is spend on shoppingby tourists, 32 mill. is spend on shopping

• Fashion is a USP for Antwerp as a touristdestination

IntroductionIntroduction

• Keywords for us were:

– History of Antwerp as a fashion cityLife after the Antwerp Six get the fashion scene– Life after the Antwerp Six, get the fashion scene outG th C it A t Cit f f hi– Grow the Community Antwerp – City of fashion

– Practical information on the spot

FASHION IN ANTWERPFASHION IN ANTWERP

• Website www.fashioninantwerp.be

• Fashion Maps

• Application on iOS and Android• Application on iOS and Android

WebsiteWebsiteOverview Antwerp Fashion4 languagesResponsive design

D i hDynamic homepage

5 main menus:

• History• Contemporary fashion• MoMu• Antwerp fashion

department• Shopping

FASHION IN ANTWERP mapsFASHION IN ANTWERP mapsThe Antwerp Selectionp

• 50 addresses• Shops that make the difference• Free!• Free!• 4 languages

DELUXE Selection

• 50 addresses• Special Antwerp shops• Luxury brands• Free!• 4 languages

FASHION IN ANTWERP appFASHION IN ANTWERP app

• 5 themed routes, 1 ‘best of’

• 64 locations

• > 400 images

• > 15 videos

• 30 fashion ambassadors

• 4 languages

• iOS + Android

• 2,69 euro

FASHION IN ANTWERP appFASHION IN ANTWERP app

• Unique content

• Unlock extra informationwhen visiting Antwerpwhen visiting Antwerp

• GPS triggered

• Extras:• image galleries• videos• behind the scenes

FASHION IN ANTWERP FacebookFASHION IN ANTWERP Facebook

FASHION IN ANTWERPFASHION IN ANTWERP

• First results– Application pp

• 534 downloads/100 updates• Major part on iOsMajor part on iOs

Website– Website • 2200 visitors/month

FASHION IN ANTWERPFASHION IN ANTWERP

• Blogger outreach October 2013• Team up with Think social media and Tourism Flanders• Team up with Think social media and Tourism Flanders• An A list of 25 fashion bloggers• Targets are:• Targets are:

• Get to know the fashion bloggers and get theminvolved in the story of Antwerp fashioninvolved in the story of Antwerp fashion

• Grow the Antwerp fashion community on our social media channels, like our Facebook page on fashion, p g

FASHION IN ANTWERPFASHION IN ANTWERP

• PR campaignsPress trips in June and September– Press trips in June and September– Bloggers from Netherlands, UK, France, G D k J R i USGermany, Denmark, Japan, Russia, US,…

FASHION IN ANTWERPFASHION IN ANTWERP

Download the app on:

FASHION IN ANTWERPFASHION IN ANTWERP

• Questions:– Feel free to contact:

• Antwerp Tourism & ConventionsMiek De Roeckmarketing & communications managermiek.deroeck@stad.antwerpen.be32 3 338 95 02+32 3 338 95 02