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WienTourismus (Vienna Tourist Board) Destinations WienTourismus – B2B-Event in Frankfurt and Stuttgart 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 It is not primarily the services offered and their detailed description that are the centre of the communication. The main aim should be to convey the message to potential customers, namely that Vienna will appeal to their senses unlike any other city. These messages are combined in annual themes communicating the brand values “emotional, pleasure & art loving and unmistakable”. In 2007, this has been “Joy of Living & Love of Art”, in 2008 the annual motto is “Joy of Living & Love of Sport”, and in 2009 the theme will be the composer Haydn Pate. During the events, highlights of these programmes were introduced to the guests. The evening’s entertainment was rounded off by Viennese waltz lessons and wine tasting from nearby estates, accompanied by local specialities. As venues, the “Romanfabrik” in Frankfurt and the premises of wine merchant “Nicolay & Schartner” in Stuttgart provided a suitable backdrop for the events. 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”. At the same time, the Grafenstein press division advertised the events in the trade press. Result In total, 170 travel agents from the wider areas of Frankfurt and Stuttgart had an informative, pleasant and entertaining evening which played on all the charms of Viennese dance halls.  print casestudy
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