go asia
Service providers

Marketing Initiatives

In the wake of the SARS crisis, Asia bookings from Germany in 2003 will probably be down by more than 30%. The situation was worsened because many service providers and institutions froze their marketing budgets straight away, so that it was not possible to counteract the excessively negative reporting. We saw the unfortunate combination of extremely worried consumers encountering counter staff who were no less unnerved and misinformed, with the result of mass cancellations.

Target Group:
- Consumers
- Media
- Agents, Tour operators

Task:
- Joint marketing initiative of all companies and organizations involved in the Asia business
- Bundling of all financial resources
- Establishment of a joint platform
- Inform consumers and agents about the actual risks
- Establish the Asian region as an exotic but safe destination with excellent value for money
- Quickly persuade undecided holidaymakers to choose Asia
- Curtail the negative booking trend with the aim of keeping the decrease for the Asian region below 10% for 2003 as a whole.

Solution:
Set up a marketing initiative, go asia. Tourist boards, airlines, tour operators and Asian service providers are currently members. Implement a three-phase action plan.
Phase 1: Launch website www.goasia.de, with up-to-the-minute reporting on SARS and comprehen-sive information about South-East Asia. This Internet address was publicized through intensive press relations work with more than 140 references in trade and consumer publications. At the same time, hearings were conducted with experts for tropical medicine. The go asia award was set up in order to improve awareness of the high quality of tourist services in Asia. The winners received their awards at the ITB 2004.
Phase 2: Training and seminars for agents at the consumer exhibitions. Direct contact to consumers through go asia’s participation in exhibitions.
Phase 3: Expand the training project in cooperation with the travel agents’ group (Reisebüro-Stammtisch). More than 2,000 agents expected to participate. Set up a database of agents who are interested in Asia.

Results:
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