Folie 1

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European Tourism Forum Bordeaux, 18-19 September
2008
Ossian Stiernstrand Developing Pan European
Themed Cultural Segments
2
coolcapitals Multi-Destination CTO-NTO
Partnership to Profile the Contemporary
Culture of European Cities
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Coolcapitals - Introduction

• In 2003 the Netherlands Board of Tourism and
  Conventions (NBTC) and the Amsterdam Tourism and
  Convention Board (ATCB) took the initiative to
  develop a multi-destination promotion in which
  the contemporary aspects of a select number of
  historic European cities will be highlighted.
• In 2003 and 2004 three European cities
  participated in the program. In 2005 and 2006 a
  fourth and fifth city were added. The
  city-partners in the program are Amsterdam,
  Antwerp, Valencia, Vienna and Zurich.

2. coolcapitals
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Coolcapitals - How did it start?
More mature US market ready for single
destination promotion Lack of money at CTOs
(and NTOs) Building on European Cities
Network Initiative 2002 First start 2003
2. coolcapitals
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Coolcapitals - Main objectives
Get a preferred position in the top market
segment Profile the Contemporary Culture of
European Cities Generate more visitors to
the participating cities in this segment
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Coolcapitals - Introduction

• The promotion is targeted at trendsetting,
  upscale travelers in America, with a strong focus
  on New York and Los Angeles, where most
  influencers are located.
• Image-building is an important part of the
  promotion, which should result in generating
  bookings/hotel nights for the participating
  cities.
• The promotion consists of a fully integrated
  marketing program in which the website
  www.coolcapitals.com plays a central role.
• Based on the results of the promotion in the
  first three years the program is continued in
  2006 and beyond

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Coolcapitals - campaign content

• Advertising
• Web
• Off the beaten track promotion
• 75 internet new media
• 25 traditional

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Coolcapitals - website

• www-coolcapitals.com
• New website launched in June 2005.
• New cool look, differentiating from regular
  travel sites.
• Geared to captivate three groups people that
  will travel to one of the cities in near future,
  people that are considering the cities and people
  that are interested in the lifestyle subjects,
  but are not planning on traveling (yet).
• The website is light but adequately informative.

2. coolcapitals
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The Premier League Cities USA source market
35
33
16
I. Average annual growth USA bednights
2001-2006 (percentage growth)
12
Benchmark average 2,1
8
Average annual growth (pct)
4
0
Oslo
Nice
Paris
Dublin
Berlin
Rome
Tallinn
Seville
Venice
Lisbon
Turin
Prague
Madrid
Munich
Granada
London
Cologne
Dresden
Helsinki
Brussels
Salzburg
Zurich
Geneva
-4
Hamburg
Budapest
Frankfurt
Stuttgart
Barcelona
Bratislava
Dubrovnik
Edinburgh
Florence
Düsseldorf
Vienna
Stockholm
Valencia
Nuremberg
Copenhagen
Gothenburg
Amsterdam
18
5.221.000
15
4,0
4.417.000
II. USA bednight volumes and the cities
group-market shares in 2006
11
3,0
2,0
Bednight Volumes in millions
Aggregated USA bednights in the Premier League
cities 27,3million
4,6
3,9
1,0
3,3
3,8
3,0
2,8
2,6
2,4
2,4
2,3
1,9
1,6
1,5
1,2
1,2
1,1
0,9
0,9
0,8
0,8
0,7
0,7
0,6
0,5
0,5
0,5
0,4
0,4
0,4
0,4
0,3
0,3
0,2
0,2
0,2
0,1
0,1
0
Oslo
Nice
Paris
Berlin
Rome
Dublin
London
Lisbon
Seville
Madrid
Prague
Venice
Turin
Tallinn
Munich
Zurich
Geneva
Granada
Brussels
Salzburg
Cologne
Helsinki
Dresden
Vienna
Budapest
Hamburg
Stuttgart
Barcelona
Frankfurt
Bratislava
Florence
Edinburgh
Dubrovnik
Valencia
Stockholm
Düsseldorf
Nuremberg
Amsterdam
Copenhagen
Gothenburg
3. Results
Source ECM REPORT
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The Premier League Cities USA source market
80
III. Average annual bednight growth USA
bednights 2001-2006 (nominal growth)
60
40
Benchmark nominal average 3.800
20
0
Oslo
Nice
Paris
Berlin
Rome
Dublin
-20
Turin
Madrid
Seville
Venice
Tallinn
Lisbon
Prague
Munich
Salzburg
London
Geneva
Cologne
Granada
Dresden
Helsinki
Brussels
Zurich
Budapest
Stuttgart
Hamburg
Frankfurt
Barcelona
Florence
Vienna
Valencia
Bratislava
Edinburgh
Dubrovnik
Düsseldorf
Stockholm
Nuremberg
Gothenburg
Copenhagen
-40
Nominal bednight growth in thousands
Amsterdam
142
7
28
407.000
5
320.000
8
200
266.000
IV. Last years growth performance - USA
bednights 2006 (nominal percentage growth)
230.000
160
120
14
Groups average growth rate 2006 10,4
Benchmark nominal average 17.500
7
80
12
11
15
51
9
4
40
5
32
4
44
9
6
11
13
7
9
42
15
17
10
2
4
11
14
3
3
1
-2
-5
-10
-3
-2
-7
0
Oslo
Nice
Paris
Rome
Berlin
Dublin
-40
Turin
Prague
Venice
Madrid
Seville
Lisbon
Tallinn
London
Munich
Zurich
Granada
Geneva
Cologne
Salzburg
Brussels
Dresden
Helsinki
Vienna
Hamburg
Budapest
Stuttgart
Barcelona
Frankfurt
Edinburgh
Florence
Dubrovnik
Bratislava
Valencia
Düsseldorf
Stockholm
Nuremberg
Amsterdam
Copenhagen
Gothenburg
3. Results
Source ECM REPORT