WienTourismus (Vienna Tourist Board)
Destinations

WienTourismus – B2B-Event in Hamburg, Cologne, Munich and Dresden

Background:
With more than 9 million overnight stays in 2006, Vienna occupies a leading position for city trips within Europe. This success can be largely attributed to the marketing initiative “Vienna Experts Club International” by WienTourismus which, in addition to an Internet platform and regular newsletter with insider information about Vienna offers a number of special deals for trips to the cosmopolitan city on the Danube.

Target Group:
The “Vienna Experts Club International” is directed at (marketing) personnel working for tour operators and travel agents. In the case of city trips, their knowledge still proves instrumental in helping would-be travellers to decide on a destination.

Task:
Short-term aim: Communicating the services on offer for the destination Vienna under the motto “Joy of Living & Love of Art”.

Medium-term aim: Persuading travel-agent personnel as well as marketing and sales executives of tour operators to become members of the “Vienna Experts Club International”.

Long-term aim: By 2010, the tourism concept “Vienna 2010” envisages up to 10 million overnight stays per year.

Solution:
A rational description of what’s on offer is not primarily at the centre of the communication. Rather, the focus is on getting across to potential customers that Vienna will appeal to their senses unlike any other city. These messages are combined in annual themes communicating the brand values for Vienna, namely “emotional, pleasure-loving, artistic and unmistakable.”

A cookery course led by Siegfried Kröpfl, Maitre Chef des Cuisines of the Hotel Imperial in Vienna, immediately lifted people into this atmosphere typical of Vienna. Selected cookery schools known from the media further enhanced the evening’s experience.

Grafenstein operates an internal database for travel agents and tour operators. This contains destination and affinity profiles for more than 5,000 individuals, travel agents and tour operators. Based on these data, Grafenstein’s Event Management Team targeted a specific group of people and invited them to attend the events and become members of the ”Vienna Experts Club International”.

Result:
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