MARKETING

EDEN

DESTINATIONS

CLOSING THE GAP

BELIEFSFOR MOST OF EDEN DESTINATION MARKETERS

MARKETING=COMMUNICATION

BELIEFSMOST OF THE COMMUNICATION BUDGET IS SPENT ON

MAGAZINES, TV, NEWSPAPER, RADIO,

OWNWEBSITE

WHERE IS THE GAP?

ONLINE IS ON

OFFLINE IS OFF

The Traveler’s Road to Decision 2011Google/IPSOS OTX Media CT

JUST SOME MATH

Assuming the per-capita consumption of advertising in Europa is 500 Eur a year

If you spend 1 million Eur a year on advertising, you are bombarding the average traveller with less than a half cent of advertising, spread over 365 days to a traveller already exposed 499,9 ½ worth of other advertising.?

This is one the many insights of Al Ries & Jack Trou,

Positioning: The Battle For Your Mind

SO, WHAT’S NEXT?HOW DESTIANTIONS CAN CLOSE THE GAP?

1. MAKE SURE YOUR

DESTINATION IS ABLE TO

DELIVER A MEMORABLE

EXPERIENCE

2. GO SOCIAL. MAKE

SURE EVERYBODY

KNOWS IT

JOIN THE

EDEN SOCIAL

PROJECT

edenet.facilitator@gmail.com, Aivar Ruukel @Ruukel