This September, Grafenstein will be launching its first free travel and lifestyle magazine for the German market. With jwd, a multimedia-based travel magazine for opinion leaders, the agency is breaking new ground. The magazine combines an ambitious editorial concept with innovative distribution channels.  Published twice a year, the magazine will introduce destinations viewed from an insider perspective, offering entertaining ideas around the topics of travel and lifestyle. jwd presents destinations as they are seen and loved by the locals, i.e. the people in the know.

"Our target group is made up of opinion leaders with a high income and no kids within the age of 25-45 - creative people in the age of multimedia. This is why we take their reading habits and the need for information seriously:  a lot of photos, brief texts, insider tips and contact details. Our target group is made up of opinion leaders with a high income within the 25-25 age group", explains Frank Grafenstein, the editor of the new magazine.

The novelty here is that jwd is the first quality travel magazine sent out for free to a specially selected target group via MediaMail. "MediaMail draws its information out of the qualified address list of the Deutsche Post. Target groups can be selected specifically and targeted regionally, classic advertisiting and dialogue marketing can be combined", says Frank Grafenstein. "Applying this approach to our new travel and lifestyle magaine, we are breaking new ground in tourism communication."

jwd will also appear as an online magazine ("e-mag"). Thus a large number of readers can be reached efficiently and with low costs.

If you can´t wait until September: get a first impression of what jwd is all about at the forthcoming ITB! Let us know by fax, per phone or with a short message to network@grafenstein.net when it would suit you to meet us.

More than 150 registered users and positive feedback throughout: With its free online learning programme for the Dominican Republic, Grafenstein has created another popular e-learning programme. Its contents are now being translated into four more languages: Later on this year, versions in English, French, Spanish and Italian will be added.

Since mid-December 2009, travel agents have been able to take a virtual tour of the Dominican Republic. Now, the learning programme has been made available as a mobile learning application for the smart phone. This provides a most flexible approach to learning, whether at home in front of the computer, on the go at a café or when commuting to work on the train. The Dominican Republic is the first destination in Germany offering the ‘m-learning’ service.

Virtual visitors are accompanied by Cotorrita, the friendly parrot. In the first learning module, it takes the travel agent on a discovery tour of the different regions of the country. In the second block, the mascot introduces the various market segments with practical “sales arguments for the counter”. Many educational games and films about the Dominican Republic liven up the learning mode. At the end, agents pass an exam to become a “Travel Expert Dominican Republic”.

You may register at: www.godominicanrepublic.com/e-learning

During the presentation of the Globus Awards courtesy of ‘touristik aktuell’, audiences had a welcome reunion with Seán, the sheep: The e-learning programme designed by Grafenstein for Ireland was the runner-up in the category “Best Online Learning Programme”.

The Globus Awards were given away for the first time this year at the “Reisemesse CMT” in Stuttgart. Along with the most creative travel agents, awards also went to national tourist offices. The jury was made up of travel agents themselves, who had previously cast their votes on the internet, thus judging a total of 122 tourist offices. Ireland Information Tourism and Grafenstein convinced the panel: Seán and friends managed to come second on the list.

The “Pubquiz” transmits knowledge about Ireland in a playful and entertaining way: The cartoon-sheep ´Sean plays the quiz master - reminding us of ´Who wants to be a millionaire?´. Just like in the well-known TV show, Sean asks both simple and tricky questions about Ireland and the products of different partners.

Berlin, February 2010 – It dates back hundreds of years and yet could easily turn into one of the Balearics’ latest tourist attractions: Camí de Cavalls on Menorca. Now fully reopened, the 178-kilometre circular path round the island offers hikers, horse riders and mountain bikers alike the chance to actively discover the whole of Menorca’s beauty.

Get a first impression during a ‘Get together’ of the travel industry at the ITB: On 11 March, 2010 at 3 pm, the Fundació Destí Menorca will present the newly-opened coastal route at the Balearics stand. In future, Grafenstein will be responsible for the marketing of the tourist track in Germany.

As far back as the 17th century, Menorcan horsemen patrolled this ‘path of horses’ in order to apprehend possible attackers from the sea in time. The Fundació Destí Menorca has carefully restored and reclaimed this historic circular route during the past few years, paying special attention to sustainability – in line with the touristic development of Menorca, which, in 1993, was declared a UNESCO biosphere reserve.

Now, the Camí de Cavalls is being ‘newly opened’ and made accessible again in its full length. Comprising 20 sections, it leads hikers, mountain bikers and horsemen around the whole of the island, taking in the ever-changing landscape of Menorca. Yet another proof of the fact that Menorca with its unspoiled countryside and diverse vegetation represents an ideal place for active holidays – especially during the spring and autumn, when milder temperatures reign.

Get together:

Presentation of the Camí de Cavalls

11 March, 2010

at 3 pm

ITB Berlin, Hall 7.2 A, Stand 101

(Balearics stand)

Organiser: Fundació Destí Menorca

In conjunction with ‘Reisenetz’ – (German Association for Youth Travel), ‘GFJT’ – (German Youth and Tourism Society) presents the first findings of their current study during the ITB on stage in Hall 4.1. on Thursday, 11th March, 2010, from 11–12 am.

‘GFJT’ was founded at the beginning of this year by Frank Grafenstein/Managing Director of Grafenstein Freizeit- und Tourismuswerbung, Ludwig Ottenbreit/Director Marketing & Sales of A&O Hotels and Hostels and Daniel Sebastian Menzel/Managing Director of FORMAT.

Subjects covered:

Youth travel represents more than just a form of vacation for the younger public. It represents a great opportunity for destinations to establish a long-term relationship with tomorrow’s regulars. So far, very few destinations have recognised this potential. Often, the main focus has been on other target groups, i.e. DINKS or Best Agers.
The key issue is how destinations can position themselves in any market in the long term. In this context, the youth market represents a strategic key market, able to generate ongoing demand.

Speakers:
Klaus Eikmeier, Chairman of the Board, Reisenetz –Deutscher Fachverband für Jugendreisen e.V.
Frank Grafenstein, GFJT – Gesellschaft für Jugend & Tourismus
Daniel Sebastian Menzel, GFJT – Gesellschaft für Jugend & Tourismus

Aims of GFJT – (German Youth and Tourism Society):

The aim of ‘GFJT’ is to develop youth travel markets for destinations. From the point of view of creating long-term target groups, youth travel is seen as a strategic key market for destinations and their funding partners. Within the scope of an integrated market evaluation, ‘GFJT’ generates links between adult and youth tourism. At the same time, this research and advisory body supports youth travel tour operators in successfully looking after established markets or opening up new ones

As a body of experts in youth travel, ‘GFJT’ has the necessary know-how with regard to product development, planning and strategy as well as communication. Through exchange and cooperation with the German Youth Travel Association ‘Reisenetz’, ‘GFJT’ has one-to-one contacts with professional German youth travel tour operators.

Talk on: ‘Youth travel as a strategic key market for destinations’
Thursday, 11^th March, 2010

11.00 - 12.00 am

ITB Berlin, on stage in Hall 4.1

Berlin, January 2010 – The Europe-wide tender for the East Midlands Tourism account was decided in favour of Grafenstein. As a result, the Berlin agency will be responsible for the marketing communication of the Midlands region of England in the European key markets Germany, France and the Netherlands until 2011. The brief calls for one campaign per market and year directed at end consumers including the overall consultancy relating to websites and annual planning.

The original request was for one locally-based communications agency per key market. However, Grafenstein won the day on account of its conclusive overall concept, its cross-national competence as well as its expert knowledge of the tourism industry in all three markets.

During 2010, campaigns are primarily geared to online marketing activities designed to enthuse consumers with a view to taking a holiday in the East Midlands ahead of the general release of the Robin Hood cinema film in April this year. In addition, we are planning to send out regular e-newsletters.

Berlin, January 2010 – Grafenstein was commissioned with the design and implementation of a new exhibition stand for the ITB Tourism Fair in Berlin by the British Tourist Authority VisitBritain. The Berlin agency’s contemporary design and adaptable stand layout won the day in a Europe-wide tender. The stand concept is geared for use over a three-year period and is based on the basic idea and workings of a mobile.

Next to VisitBritain, the exhibition stand is designed to represent the three main trading partners VisitEngland, Visit London and VisitScotland on an equal basis and remain flexible enough to accommodate the varying number of participating sub-contractors over a period of three years. Primarily, the overall design should represent Great Britain’s diversity as a holiday destination – uniting three regions each with their different traditions and an eventful history with up-to-dateness on an international scale.

In order to make all the various aspects work, the stand design developed by Grafenstein is inspired by the basic functions of a mobile: Through clever use of cubes in the counter elements and in the decoration, visitors to the stand get a new impression of Great Britain from every perspective they take.

Come and see VisitBritain’s new exhibition stand for yourself – visit Hall 18 at the forthcoming ITB (10-14th March, 2010).

Berlin, October 2009 – These days at Grafenstein, innovation meets Caribbean flair: The Dominican Republic Tourist Board has entrusted the Berlin agency with creating an e-learning system which will also be available as an end-user mobile application. Thus, the Dominican Republic will be the first destination in Germany with its own m-learning platform. Both versions are due to be launched in December 2009.

With the aid of the innovative m-learning platform, in future users can choose between completing the training on a desktop computer or via their internet browser on a smartphone. “Next to a sound concept of knowledge transfer, user-friendliness was of the essence”, says Sonja Lange, who is in charge of the project at Grafenstein. “The possibilities of a mobile application coupled with clear menu navigation enable the user to determine their own learning speed, with progress checks possible at any time.”

The training concept designed specifically for the Dominican Republic is based on two separate learning modules: In the first module, travel agents discover the island in a way a tourist would. Travelling from region to region, they eventually get to know all the various facets of this Caribbean island. Following that, a second part introduces the tourist market segments and products of the Dominican Republic. This provides the agents with all the information required in their advisory capacity as well as for making tailor-made offers to their clients.

Furthermore, the learner is accompanied by a mascot called Cotica – the most common type of parrot in the Dominican Republic, which is much loved on account of its ability to speak and even dance. The learning process is further enhanced by witty games providing deeper insight into life in the Dominican Republic. Intermediate tests help learners to regularly check up on their level of knowledge, followed by a final exam at the end of the training. If the answers given are correct, the parrot croaks an encouraging „Muy bien!“, its little green wing giving the learner a „thumbs up“.

To be held on 9.9.2009 at the International Postal Centre (IPZ), Frankfurt



Berlin, July 2009 – How to find the right target group? Which tools do I use? How do I effectively communicate with this group, using which means of communication?

These are some of the questions raised at the seminar held in conjunction between the Deutsche Post AG and marketing agency Grafenstein on 9th September 2009 at the International Postal Centre in Frankfurt. There will be a number of 20-minute presentations of successful marketing and distribution strategies for tourism based on selected best-practice examples.

The presentations will be held in German and are free of charge. The number of participants is limited to 40.

Programme:

13.30 - 15.00
Chance to visit the International Postal Centre

15.00 - 15.10
Welcoming of participants

15.10 - 15.30
Frank Grafenstein
Managing Director, Grafenstein

Trends in tourism marketing. How does the economic development affect the Germans´ mood to travel in 2010? Businesses see the crunch as an opportunity – unusual and effective approaches in communication during the past few months.

15.30 - 16.00
Oliver Melchert
Managing Director, Die Nordsee GmbH

Opening up new target groups for an ‘old’ holiday destination. Profile of the North Sea as a holiday destination; potential analysis and definition of target group; communication measures and results obtained.

16.00 - 16.30
Kathleen Thompson
Marketing Consultant, VisitEngland

How to win and successfully keep customers using campaigns across the media. What’s the ideal media mix? Which creative concept fits the target group? What’s the expected response rate? Presentation of a destination campaign

16.30 - 17.00
Coffee break

17.00 - 17.30
Franziska Hitzler
Deutsche Post AG

MediaMail – Use of a hitherto unique technical address tool across all media in the tourist industry.

17.30 - 18.00
Presentation of new products and ideas
Holiday mix and travel magazine

18.00 - 18.30
Christiane Otter
Director, Marketing Management
Deutsche Zentrale für Tourismus (DZT) e.V.

Kurz-Nah-Weg (Short breaks near home): Offer of cooperation with regards to inner-German tourism. Campaign presentation – there can be no change of scene without a partner.

18.30
Evening gathering with snacks served


Date:
9th September, 2009

Venue:
International Postal Centre Frankfurt (IPZ)
Flughafengebäude 190
60549 Frankfurt

There is restricted parking near the IPZ. As an alternative, please use airport car parks (fee payable) or travel by S-Bahn.

Start:
13.30 if visiting the IPZ, or
15.00 for presentations only

Close:
18.30 end of presentations
Followed by get-together with snacks

Contact:
Frank Grafenstein
Tel.: +49. 030. 80 58 59 2-90
Fax: +49. 030. 80 58 59 2-10
E-Mail: fg@grafenstein.net
www.grafenstein.net

This presentation is free of charge. However, in the event of a no-show without preliminary deregistration, a fee of 70 Euros will be charged.

A completely new approach to positioning and communication



Berlin, June 2009 – Grafenstein successfully made the running in the 7-figure Europe-wide tender for the Flanders Tourism account. This means that the Berlin agency will be responsible for all communication matters relating to the Flanders region on the German market until 2012. The scope of activities will cover mainly B2C, but also parts of the B2B business.

“Flanders’ positioning as a ‘boutique’ destination secured by Grafenstein goes very well with our product and will no doubt get the desired attention of our target group,” says Carolin Wulke, Director of Tourism Flanders-Brussels in Germany. The concept is based on the idea that the ‘experience Flanders’ should be a tastefully arranged, well-stocked ‘themed boutique’ that answers visitors’ needs courteously and individually.

New approaches are also strived in the way of communication. Thus, we envisage a close interaction between dialogue marketing, marketing partners and event and PR work. In the words of Frank Grafenstein, Managing Director of the agency: “The holiday experience must come across in the communication, which will only be possible if we lift the division between PR, event and/or advertising agency.”

And, correspondingly, the Berlin agency for tourism communication employs specialists with a sound knowledge in all related areas of communication: Publishing, public relations, marketing, online advertising and event management. Added to that is the experience of many years in the tourism industry as well as close links with tour operators and the hotel business.

Katrin Kästner and Ludia Grafenstein will be in charge of the accounts. Katrin Kästner will be responsible for the B2C-campaigns, whilest Ludia Grafenstein takes care of the B2B-communication including the customer support of the partners in Belgium and other cooperations.

In cooperation with DSFT (German Tourism Academy)



Berlin, June 2009 – How do I find the right target group? How do I effectively communicate with this group, using which means of communication?

These are some of the questions around the topics of finding the right target audience, product-related target-group segmentation and tapping into new potential which will come under scrutiny at Grafenstein’s symposium “How to reach the Germans” on 17th September 2009, already in its fifth year running.

In cooperation with the Deutsches Seminar für Tourismus (German Tourism Academy), this will be the first symposium held in the form of a one-day seminar. The chosen venue will be DSFT’s conference rooms in Berlin.

During the past five years, the symposium held each autumn has become a central platform for decision makers in the marketing sector of the tourism industry. This year, featuring a total of eight 40-minute talks, experts in the field will present their blueprints for successful target-group marketing in the German market based on selected best-practice examples.

The presentations will be held in German. You will be sent an invitation with detailed information on the programme and participating speakers. Here are the key data in advance:

Seminar fee: 129 Euros including seminar notes, drinks and snacks
Number of participants: 25 max.
Date: 17th September, 9 am to 5 pm
Venue: Deutsches Seminar für Tourismus, Berlin


To register with the German Tourism Academy contact:  
Rolf Schrader, Tel.: 0049 (30) 23 55 19-0, E-mail: rolf.schrader@dsft-berlin.de

Grafenstein introduces further training of travel agents via smartphones



Berlin, May 2009 – Grafenstein has decided to apply its thorough knowledge in the field of e-learning to mobile devices: By employing mobile study applications – the so-called m-learning – destinations and service providers from the tourist sector can now offer their agents an independent means of study completely flexible regarding place and time.

With this new development, Grafenstein has targeted the precise needs of young professionals in the tourist industry: Waiting for connecting flights, the daily commute to work or a relaxed coffee break can now be used productively by studying via m-learning.

The user simply launches the standard browser installed on their smartphone and visits the URL of the mobile version of the e-learning. Under this URL runs a version of the e-learning specially adapted for smartphones, which enables the easy viewing of pictures and reading of the contents from any smartphone.

Since it is the student who decides on the time or place for their training, his or her motivation is helped considerably, creating a positive learning environment.

Thanks to affordable flat rates for data communication and the widespread availability of smartphones also in Germany, m-learning is a forward-looking investment, which need not cost a lot, since the new mobile study applications may be based on existing infrastructures such as e-learning. “This lowers production costs considerably, allowing us – even in times of dwindling advertising budgets – to respond to changing trends,” explains Frank Grafenstein, Managing Director of the Berlin agency.

This short video presentation demonstrates the use of the smartphone:


Or click here if you want to see the m-learning contents in detail (Access: Guest, Password: Guest).

If you are interested in the subject of m-learning or would like to discuss new developments in the field of mobile further education in the tourist industry, contact: Frank Grafenstein, f.grafenstein@grafenstein.net, Tel.: 030 80 58 59 2 90

Berlin, March 2009 – Grafenstein has been engaged by the Spanish Tourism Board, TurEspaña, to develop a basis for strategic marketing in Germany. The main aim is to renew the image of Spain by introducing new products that go beyond „sun and beach“ to german holidaymakers.

Following thorough preparations the new marketing strategy was put into practice at the ITB 2009. In the setting of the event „Noche de Espana – Night of the Spanish Proms“ pioneering products were acclaimed and at the same time a stirring signal went out to the travel-industry: Spain is the market leader for the German travel market and intends to stay in that position by diversifying its products.

The awards went to: Wolfgang Beeser for his life’s work and his contributions towards spanish tourism; Gisela Sökeland, manageress of Thomas Cook; Boris Raoul, manager of FTI; Dr. Volker Böttcher, manager of TUI; Kurt Barthold, manager of Ibero Tours and Joachim Hunold, CEO of Air Berlin.
The eulogists of the evening were Klaus Laepple, president of the DRV, and Klaus Hildebrandt, editor-in-chief of the FVW.





Grafenstein has devised a plan of action for TurEspaña that is based on a media analysis of the past 12 months, on interviews with product managers and two consumers as well as surveys among focus groups of consumers. Their recommendations will gradually be implemented into the current marketing process of TurEspaña. Thus marketing partnerships that convincingly support Spain’s new image are emerging.

Click here to see more photos of the „Night of Spanish Proms".

Or click here to see a selcetion of photos on the web site of fvw.

Berlin, March 2009 – Pikeperch in a potato batter on risotto, mousse soup of yellow lentils, saddle of lamb with sweet potato soufflé and as the crowning glory of the meal a chocolate mousse with raspberry parfait. Fancy having some?

Then click here and follow us into the kitchen of the „Kochstudio Berlin“…

This year we celebrated the end of our annual strategy-meeting cooking. After a review of the past year and an outlook for the next year we dared to have a look into the cooking pots with the help of two chief cooks. And it was worth it. The food was divine.

Berlin, January 2009 – February 6th, 2009 is the planned publication date of the new issue of REISEZEIT. Karstadt Warenhaus GmbH has entrusted Berlin marketing specialists Grafenstein with the relaunch of its customer magazine. Four times per year, REISEZEIT will invite readers on an entertaining journey to top destinations in Europe and around the globe. Large-format photography, gripping coverage and portraits of destinations as well as essential travel information transport the reader into a world full of adventure, interesting encounters or simply lazing in the sun.

REISEZEIT is geared to well-off ‘empty nesters’ and young seniors of the age group 50+ with medium or high income and above-average level of education. The travel magazine which is mainly financed by advertising and will be published four times per year with a circulation of 100,000 copies and is available free of charge in 128 Karstadt and Holiday Travel Bureaux throughout Germany. Most of the Travel Bureaux are situated in Karstadt department stores, which can normally be found in foremost inner-city locations.

“REISEZEIT provides our clients with an indispensable tool in order to place their messages directly within the distribution channel,” Managing Director Frank Grafenstein comments on the new arrival in the company portfolio. “For us, the customer magazine constitutes an important tool for targeted communication on the part of tourist offices and other tourist-industry service providers in the travel agency, the traditional platform for selling holiday dreams.“

The first issue focuses on the classic Mediterranean hotspots Spain, Greece and Tunisia next to Southeast-Asia’s trendy destination Vietnam. The second issue is scheduled for the beginning of April 2009. Among others, this will feature dream destination Namibia as well as family favourites such as Austria and Croatia.


Excerpt of the edition 01/2009:

Berlin, November 2008 - Full speed ahead for all bookings: Grafenstein is to create a sales competition and street event on behalf of Thalys, operator of the European high-speed train. The aim of the advertising campaign is to mobilise all available sales potential during the last quarter of the year. These will be the first in a number of advertising measures which Grafenstein will put into place for Thalys.

Starting on 15th October 2008, a street event addressed customers directly and set the centre of Cologne - the main station for departures from Germany - against a background of the high-speed train. During the event, 2,400 crusty baguettes were delivered, wrapped in the Thalys design and subsequently distributed in Cologne. The aim was to advertise train connections between Cologne and the French capital.

At the beginning of November, Deutsche Bahn Travel Centers will participate in a sales competition which comprises an elaborate calendar of events: To recapture the image of the Thalys train, this was divided into separate carriages and promises the finest Belgian chocolates for every competition day used productively. This method serves as a daily reminder of the high-speed train to counter staff while, at the same time, advertising the advantages of Thalys. Members of staff of the Travel Center with the most bookings each receive an iPod shuffle - a product which, like Thalys, speaks for innovation, user-friendliness and clear design.

Berlin, November 2008 - Grafenstein´s newsletter presents itself in a slightly different format: To facilitate access via BlackBerry, mobile phone or other device, images and news on the opening page will now be shown underneath and no longer next to each other.

Berlin, November 2008 – Until Christmas, Grafenstein’s meeting room will be quite packed. The reason: This year, the Berlin agency acts as a collection point for the charity "Christmas in a shoe box". This is done in support of an initiative, which, since 1996, helps children in Eastern Europe to enjoy the festive season. "We have also decided to cut the amount of presents intended for our customers and instead pay for the postage as well," says Frank Grafenstein, Managing Director of the company.

The idea behind "Christmas in a shoe box" works as follows: If you would like to take part in the nationwide campaign, you fill an empty shoe box with toys, sweets or other practical items such as a toothbrush, hat, gloves, exercise books etc. – either for a girl or a boy. You then decorate the box with gift wrapping and take it to the nearest collection point.

Grafenstein is responsible for the area around Kaunstraße in the Berlin district of Zehlendorf. There, the boxes are checked by members of staff for the right criteria, i.e. replacing perishable goods with small toys. Then, the finished boxes are collected and sent on their voyage to many Eastern parts of Europe.

In 2007, 472,880 shoe boxes from Germany, Austria and Switzerland were distributed among children in need in Eastern Europe. Today, many people still live below the poverty line in Moldova, Romania and the Ukraine. For many kids, the shoe boxes are the first present they receive in their lives.

For more information on collection points all over Germany and details on what to put into the shoe boxes, go to: www.geschenke-der-hoffnung.org.

Berlin, November 2008 - Since October 2008, marketing specialist Ilse Jansen has been part of the international team of Berlin agency Grafenstein Freizeit- und Tourismuswerbung GmbH. Born in the Netherlands, the 36-year-old will act as Account Manager for the Scandinavian and Benelux markets and, together with Key Account Manager Melanie Gingold, look after the Visit Britain account, conducting their media and online campaigns for the German, French and Dutch markets.

Before joining Grafenstein, Jansen worked for Sara Lee International in Holland. In her capacity as International Innovations Manager she was responsible for the various brands of tea and coffee importers, Douwe Egberts. Prior to that, she worked for seven years as Marketing Manager for the drinks and food industry in Norway.

Following her joint masters degree in Communication Management at the Artevelde Hogeschool in Ghent and the University of Nijmegen, Jansen took her first assignment as Marketing Researcher with the Market Research Institute, TNS Gallup, followed by the Norwegian telecommunications services provider Telenor in Oslo. In 1999, Jansen joined Carlsberg Breweries as Brand Manager for soft and fitness drinks, part of the Scandinavian Orkla Corporation. In 2004, she took the position of Nordic Marketing Manager for food supplements at Orkla, before deciding to go back to Sara Lee International in Holland.

Berlin, August 2008 – Recently, two new follow-up seminars of the successful Portugal E-learning issued by the Portuguese Tourist Board have gone online: “Portuguese language course for travel agents” and “Portugal’s most beautiful beaches.” Following on from the basic seminar, they contain many useful practical hints providing consultants with the required back-up for their sales.



The seminar entitled “Portuguese language course” offers compact knowledge about the origins and peculiarities of the Portuguese language, plus the most common pronunciation rules. With the help of an audio dictionary, agents can listen to place names, terms and phrases and learn their correct pronunciation in Portuguese – a language not immediately accessible for German speakers, which has to be a bonus during any sales talk!



The course entitled “Portugal’s most beautiful beaches” introduces the best-known beaches situated on the mainland, the island of Madeira and the Azores. A table offers detailed information about more than 250 beaches, providing facts and figures such as length of the beach, water temperatures, water sports on offer, parasol hire, suitability for families and any access restrictions.

Would you like to sample either or both these courses? Then log on to the website www.portugal-schulung.de using the following test access data:

User: guest
Password: guest

"Fishing" for Tourists

What influences the choice of holiday destinations?
Which marketing tools are the most effective ones?
What impact does a company’s brand have in the process?

At the fourth edition of the Grafenstein Symposium „How to reach the Germans“, these interesting questions are answered through six best practice cases. On September 11th and 18th, experts from the tourism trade present their formula for success in Frankfurt and Berlin. The lectures are given in German language. The participation fee is EUR 60,– and includes coffee break, evening snack and hand outs. Each event is limited to a maximum of 20 participants.

Speakers and Topics:

15h00
Introduction
Frank Grafenstein, Managing Director, Grafenstein GmbH

15h20
How to market Young Travel – Challenges and Opportunities
Daniel Sebastian Menzel, Managing Director, von FOrMAT. Marketing Konzept Support

15h40
50 plus – Adventure trips with calculable risks
Tobias Büttner, Deputy Managing Director, Lernidee Erlebnisreisen
(Berlin only)

16h00
Gay & Lesbian – Tourism under the rainbow flag
Dipl.- Kfm. Thomas Bömkes, Managing Director, Tom Consulting Limited

16h20
Break
coffee & sweets

16h50
Luxury Travel – when money is not an issue
Norbert Pokorny, Managing Director, Art of Travel

17h10
Last Minute – How do I reach the undecided?
Judith Ifsen, Cross Marketing Associate, weg.de

17h30
Every path has its strudel – The Austria hiking experience
Stefan Fak, Marketing Manager, Österreich Werbung

17h50
Adress Management – Finding the matching target group
(Berlin) Sigrid Andler, Senior Business Consultant Adressmanagement, Post Direkt GmbH
(Frankfurt) Leonhard Einberger, Senior Business Consultant Adressmanagement, Post Direkt GmbH

18h10
Get Together
Prosecco & snacks

Dates and locations of events:

Thursday, 11th september 2008
Bristol Hotel, Frankfurt Meeting room "Manhattan"
Ludwigstraße 15, 60327 Frankfurt am Main

Thursday, 18th september 2008
DSFT, Berlin Deutsches Seminar für Tourismus Berlin
Tempelhofer Ufer 23/24, 10963 Berlin

All start at 15h00 and end at 18h30

Berlin, June 2008 - After months of intensive planning and input, the new website of German/South African tour operator, Elangeni African Adventures is now active. Since the middle of May, consumers have been able to view the wide range of products on offer by the Africa specialist with offices in Frankfurt and Johannesburg, to which many classic African destinations were added, by visiting their website www.elangeni.de showing a completely new appearance and structure.

Since October 2007, Grafenstein and Elangeni have worked together on the implementation of a marketing plan developed by Grafenstein, “Elangeni 2010”. The plan includes a substantial increase in bookings for Elangeni with a view to the 2010 Football World Cup to be held in South Africa. Both the relaunch of the Elangeni homepage and repositioning of the company on the German market constitute the first steps of an ongoing marketing strategy, which also encompasses targeted public relations.

“Ever since our first meeting I was certain to have made the right decision,” Jeffrey van Staden, Elangeni’s Managing Director, comments on the cooperation of the two companies. “The team at Grafenstein had an instant grasp of what we needed and has developed a convincing strategy towards it.”

For further information go to: n.blank@grafenstein.net

The colour green does not only appear in Grafenstein’s logo – the company intends to integrate environmental elements into its corporate identity. To this end, the 20-strong team has voted on several guidelines for members of staff designed to strengthen the profile of the Berlin agency for marketing tourism as an environmentally friendly company.

The measures include the changeover from conventional to eco-power, dispensing with company cars, using trains instead of planes for a large part of company travel inside Germany and public transport within the wider area of Berlin. For company travel abroad, Grafenstein pays an additional volontary climate surcharge to atmosfair.com.

In future, only paper carrying the FSC (Forest Stewardship Council) seal of approval will be used in the office to protects forests. This seal is only given to paper derived from sustainable sources. Says Managing Director Frank Grafenstein: “Our customers can now be safe in the knowledge that none of the 15 or so country magazines and catalogues we publish each year which, after all, come to a total circulation of 600,000 have been produced at the expense of illegal deforestation, as, for instance, happens in Russia.“

Through energy-saving technical equipment such as flat-screen computers or energy-saving light bulbs coupled with an energy-efficient attitude alone, consumption has already been lowered by 65% in the past year.

“As one of the leading agencies in tourism communication, we would like to respond to the growing concerns of the industry regarding the consequences of climate change,“ says Frank Grafenstein. “But I didn’t expect our staff members to suggest and accept restrictive measures as forgoing domestic flights and company cars to such a large extent. I welcome this development all the more since we do a lot of travelling inside Germany and can thus make a truly effective contribution towards protecting the environment.“

Berlin, April 2008 – In the near future, the marketing department of the North-Sea branch of the state of Lower Saxony, Nordsee GmbH and Grafenstein will join forces. Starting from 2009, both tourist organisations will work together at refining a marketing strategy in order to raise the awareness of German consumers with regard to the North-German coastline as an attractive holiday resort.

Grafenstein won over this new client by presenting a comprehensive concept focussing primarily on the positive childhood memories held by Germans of holidays spent by the sea. Following a cross-media approach, selected measures will be taken to generate enthusiasm for the wholesome and invigorating North-Sea region among 30–39 year olds as well as the best agers group.

During the Germany-wide campaign – with special emphasis on the Southern German area – Grafenstein will endeavour to widen the distribution channels for the ‘Nordsee’ magazine. Furthermore, inserts are planned in various target-specific publications, as are different ways of online advertising. Cooperating with companies with an interest in the North-Sea region will further enhance these measures.

Berlin, May 2008 – Malta-E-Learning enters a new phase: by means of the online game, ‘Malta by Bus’ the Maltese Tourist Office invites travel agents to get to know the islands of Malta and Gozo in a playful manner. The popular mascot Johnnie Valletti, best known to participants of the Malta training as their virtual instructor, serves as the bus driver.

The new module aims at winning new participants for the training as well as prompting long-established fans of Malta to finish outstanding exams and to revise old material. The Malta Bus Game runs in connection with the Malta training (www.malta-schulung.de), which since its start in October 2003 has registered an ever-increasing rate of participation.

Further information on the Malta Bus Game can be found in the corresponding Case Study Malta Bus Game.

If you’d like to try out the Malta Bus Game, click here!

Berlin, March 2008 – www.reisemagazine-bestellen.de is the new portal offering the possibility of ordering all destination magazines and tour operators’ catalogues produced by Grafenstein for 2008 online. Here, the general public or industry professionals can find and order these and other publications on the subject of holidays directly following easy navigation. Enquiries are forwarded automatically by email to the relevant tourist office and processed in the normal way.

In time for this year’s tourist-event season, Grafenstein has produced a total of 25 magazines and catalogues for national tourist offices from all over the world. With a total circulation of 600,000 copies per year, the Berlin advertising agency is today one of the market leaders for so-called Corporate Destination Publishing – a highly specialised way of communication between national tourist offices and their customers, in which a premium customer magazine presented as special-interest title serves as the main advertising medium.

Detailed information on Grafenstein’s contract publishing activities can be found in the form of case studies at: www.grafenstein.net/casestudy

Photos of this year’s Grafenstein Lounge are now online. Everybody who was there or would have liked to be there, click here for the photo gallery!

Berlin, January 2008 – Success across the board: Starting from 1 April 2008, Grafenstein will be one of the three agencies marketing Great Britain as a tourist destination all over Europe. Based on User Generated Content, their innovative concept derived from in-depth experience of online and cross-media marketing within the tourism industry, coupled with a pan-European network, have proved instrumental in securing the success of the Berlin agency in response to the invitation to tender by the British Tourist Authority.

In conjunction with both a London and a Stockholm-based agency, Grafenstein will become active on behalf of VisitBritain in 18 European countries. The seven-figure annual budget for Europe includes comprehensive marketing measures consisting, on the one hand, of online and print media as well as a market-specific approach of above-the-line (ATL) and below-the-line (BTL) advertising. The exact distribution of markets and/or relevant tasks will be confirmed at the start of the contract in April.

For three years running, Grafenstein has been in charge of the advertising activities of the British Tourist Authority in German-speaking countries (Germany, Austria and Switzerland). For some time now, there has been a drive towards a more pan-European approach for these activities: Grafenstein is increasingly involved in marketing measures on the Dutch and French markets on behalf of VisitBritain.

Berlin, January 2008 – Just in time for the ITB in March, Hungary will have its own dedicated customer magazine for the German market: On 44 pages, the country at the heart of Europe presents itself to the reader. Glossy pictures, in-depth copy and helpful tips and information are intented to generate interest in Hungary as a holiday destination and, at the same time, provide useful backup for planning a trip.

The information material destined for the German market has so far been centrally managed in Budapest; now, the Hungarian Tourist Authority has commissioned Grafenstein with producing a customer magazine specially geared to the requirements of the German reader. “Due to this decision, Hungarian marketing in Germany will take great leaps forward,” says Maria Pap, Regional Director for Berlin and East Germany of the Hungarian Tourist Board. “This way, layout, structure and the choice of topics can be tailored 100 per cent around the interests of German holidaymakers.”

The new magazine for the Hungarian Tourist Board will appear with a circulation of 30,000 copies. Part of the costs will be covered by advertising; it will be distributed at trade fairs, consumer roadshows, travel-agents’ seminars and will be available on request from the Tourist Authority.

Berlin, December 2007 – Grafenstein’s customer acquisition team welcomes a new member into its midst: Katharina Petersen. The trained communications expert will mainly look after German advertising customers for the country magazines Thailand, Vietnam, Sri Lanka, India, Japan, Portugal and Saarland.

Before joining Grafenstein at the beginning of November, Katharina Petersen worked as Key Account Manager for an international finance company as well as an American pharmaceutical company. Her organisational talent and excellent knowledge of English will greatly benefit Grafenstein’s acquisition department.

Berlin, September 2007 – From the river Spree to the Saar: Grafenstein could add the tourism board for the federal state of Saarland to its list of new clients. Starting from catalogue production to corporate design and print and online advertising, Grafenstein will take over the most important tasks of a creative agency on behalf of the German region on the river Saar. “We’ve had a successful relationship with a printing company from the Saar area for quite some time now. So I am particularly pleased to be able to act directly for this small, attractive region,” Frank Grafenstein enthuses about the new client.

The Berlin-based agency will take charge of the entire German-language catalogue production for the Saarland in 2008 as well as product and image brochures for the Netherlands and British markets. Not only will the catalogues appear in a brand-new design, they will also boast a new, magazine-like layout thanks to enhanced journalistic elements and a more personalised approach. As a further step, Grafenstein will generate print and online advertising material to get the new catalogues to consumers in a targeted way. To ensure the best possible positioning of the “Saarland” brand, its basic corporate design will also be revamped.

As the first German region in the Grafenstein portfolio, Saarland benefits in many ways from the agency’s inside knowledge of the market: It draws from the long-standing expertise in the German market as well as the considerable experience gathered from dealing with foreign home and target markets. Due to a growing interest in integrated marketing strategies beyond the boundaries of German-speaking countries, the Berlin agency has been actively involved for some time now in international marketing, liaising with eleven subsidiaries worldwide.

Berlin, September 2007 – Since August 31st, a new edition of the travel magazine for France, “Bon voyage – French highlights” has been available for the trade. With the special Autumn/Winter issue, the French Tourist Board, Maison de la France in conjunction with Grafenstein have extended the range of travel magazines entitled “Bon voyage”. “The intention was to provide German readers with fascinating photos and exciting features during the cold months of the year in order to create a passion for France and to introduce attractive destinations and travel offers,” editor-in-chief Nicolai Blank from Grafenstein explains.

The magazine’s 52 pages are packed with information on the main topics of exotic destinations in France’s overseas territories, short trips, French ski resorts as well as a guided tour of France’s most atmospheric brasseries. In addition to tips on restaurants, shops and entertainment, a 16-page pocket guide offers useful information and addresses on the subjects of wellness and ski resorts with guaranteed snow.

The magazine’s total circulation is 50,000 copies, 10,000 of which are sold at the cover price of 3.50 Euros at railway stations and airports all over Germany as well as through selected wholesalers in the West-German conurbations and in Southern Germany. Starting from 15th September, the magazine can be ordered free of charge from the French Tourist Board, Maison de la France.

Since February 2007, “Bon voyage” presents France at its very best: Large-scale photographs transport you into a world of endearing clichés and surprising discoveries. Lively reports, portraits and interviews invite the reader to sample France’s unique way of life. In the pocket guide, “Compagnon de voyage”, well-travelled French experts let you into their secrets of where it’s happening. The magazine is produced by the editors of Bon voyage at Grafenstein, experts in tourism. Official publisher is the French Tourist Board Maison de la France.

Some examples of the magazine’s contents:

- Tips and information for touring
- Horsepower: Across Paris in a Citroen 2CV
- Paradise Isles: France’s overseas resorts
- A couple’s holiday: Personal account of a trip to Brittany
- Portrait of a city: Bastia
- A taste of France: Champagne + Sancerre
- Classic winter holiday: Skiing in the French Alps
- Art de vivre: Brasseries – Theatre of life

The registration for this year´s symposium arranged by Grafenstein, "How to reach the Germans" on 11th, 20th and 21st September, 2007 is about to close. Register now without delay, there are only a few places left:

Frankfurt: 11th September, 2007 (one place only)
Hamburg: 20th September, 2007 (only 4 places)
Berlin: 21st September, 2007 (only 3 places)

LATEST NEWS!

Stephen Kreppel of "The Hat Factory", London, will hold an additional talk in Frankfurt on the subject of "Destination Branding": "The new tourist board: tour operator or champion of the national image?"

Just scroll down for the full programme and additional information!



Berlin, June 2007 – What effects do the discussion about climate change and economic prosperity have on the travel habits of Germans? What new possibilities does the Internet hold for advertising tourism? Is there really a direct competition between print and online media?

These are fascinating questions, which will be addressed by the symposium: "How to reach the Germans" organised by Grafenstein for a third time running. On the 11th, 20th and 21st of September, experts from the tourism industry as well as from marketing and media will discuss the latest trends and most recent experiences on the subject in Frankfurt, Hamburg and Berlin.

Benefit from the experiences others have made – take part in the discussion! Register today:

Phone 0049 (0)30. 80 58 59 290 or go to fg@grafenstein.net


Program including speakers and topics:

3.30 pm Introduction
Frank Grafenstein, Managing Director Grafenstein GmbH

3.50 pm Online-marketing trends
Sabine Bruhne (Hamburg, Berlin), Grouphead Onlinemarketing, Xenion
Branko Gabrielski (Frankfurt), Online-Berater

4.10 pm E-Learning – How can study results be assured in the long term?
Anke Blecher, Marketing Manager, Malta Tourist Board (Frankfurt)
Juliane Metz (Hamburg, Berlin), Project Manager E-Learning

4.30 pm Bon voyage – about the importance of a customer magazine in an online-marketing environment
Karine Hugues (Frankfurt), Marketing Manager, Maison de la France
Nicolai Blank, Editor-in-chief Bon Voyage (Hamburg, Berlin)

4.50 pm Break
Coffee & sweets

5.20 pm New products for dialogue marketing
Barbara Ellen Fiebelkorn, Fachwirt Direktmarketing (BAW), Deutsche Post Direct

5.40 pm Economic cooperation – a fertile ground for advertising tourism?
Tim Bewig, PR-Berater, BHK Nord

6.00 pm Brand images in tourism – a never-ending task?
Jens Lange, Dipl. Kommunikationswirt, Silverstation

6.20 pm Get Together
Prosecco & snacks


Dates and locations:

Dienstag, 11.09.2007
Bristol Hotel, Frankfurt
Conference room: Manhatten
Ludwigstraße 15, 60327 Frankfurt am Main
Tel. +49. 69. 24 23 90

Donnerstag, 20.09.2007
Hotel Hafen, Hamburg
Conference room: Bastion
Seewartenstraße 9, 20459 Hamburg
Tel. +49. 40. 31 11 3 - 70 70 6

Freitag, 21.09.2007
Arcotel Velvet, Berlin
Conference room: Velvet Business Studio (Suite 616)
Oranienburger Straße 52, 10117 Berlin
Tel. +49. 30. 27 87 53-0

All start at 3.30 pm and end at 6.30 pm.

Berlin, August 2007 - The Japanese National Tourist Office (JNTO) has entrusted Grafenstein with the production of the brochure “Japan Reiseangebote 2008” (Travel Offers to Japan 2008). It will appear as a revised and updated edition for the second time in December 2007. Consisting of 32 pages, it provides a clear summary of all holidays to Japan offered by German tour operators in 2008. This will be of great help for prospective travellers to Japan in choosing the most suitable trip. JNTO will supply the brochure on request and will also distribute it at consumer road shows.

The brochure “Japan Reiseangebote 2008” is partly financed by advertising, allowing the tourist office to keep its own costs low. Like many other national tourist offices before (France, Portugal, Poland, Malta, The Bahamas, Brazil and Sri Lanka), JNTO makes use of the Berlin communication agency’s know-how in creative design and generating advertising revenue for customer magazines, information booklets and sales guides. At the same time, JNTO benefits from two other core competences of the agency: Knowledge of the target market Asia and the source market Germany.

Berlin, August 2007 - With Skadi Rau, Grafenstein has taken a young talent with great creative potential onto its team at 25. Skadi has already completed a professional training as design assistant and now works at Grafenstein to become a fully fledged graphic designer. When laying out colourful travel magazines, her heart beats faster: "This is almost like being on holiday!"

Berlin, June 2007 – Summer’s here, school holidays are just around the corner, and many people are about to make last-minute decisions about where to go. This summer’s campaign to win new customers is designed to help you make use of this fact by addressing German holidaymakers in a targeted way without significant coverage waste:

Grafenstein can offer you a package price of 9,950 Euros net which includes all necessary steps towards a successful direct-mail campaign – starting from profiling your customer database and hiring addresses to designing and printing the mailshot including all costs of postage. To take up this offer, all you need is your own customer database.


You may ask the following questions:

Who is at the end of this mailing campaign?

15,000 potential customers matching the profile of your regular clients

How do you get hold of these addresses?

First of all, we will carry out a basic profile of your customer database using standardised variables. This is done by analysing your clients’ data according to structural data such as age, purchasing power and family structure, consumer data such as propensity for mail-orders and credit-worthiness as well as information about size of location and availability of private transport. Following that, 15,000 new addresses are selected in cooperation with Deutsche Post, matching the established client profile.

Why is it done this way?

The customer profile allows for the new consumer addresses to be selected according to a specific target group, which means addressing the “right” prospective customers. This minimises the risk of coverage waste, increases the likelihood of a response and, by and large, eliminates returns. In addition, it will provide you with material for future advertising campaigns, using the customer profile established as a reliable source for your next mailing.

And the mailshot itself?

We envisage of 6-page selfmailer, which will be sent out in the post to 15,000 addresses gathered. Grafenstein will advise you about the choice of subject as well as contents and will be responsible for the design and layout of your mailshot.

What about printing costs and postage?

Both the costs for printing and the postage are included in the package price of 9,950 Euros.


Hurry up – this offer must end on 15th August!

In case of any queries and/or for further information on our summer offer, please call or email us: 0049 (30) 80 58 59 2 90 or f.grafenstein@grafenstein.net

Berlin, June 2007 – With its entry "Direct-Mail Campaign for Ireland Conference Tours", Grafenstein came third in the nationwide direct-mail competition by Deutsche Post and was awarded the prize money of 1,000 Euros. The Berlin-based agency had come up as regional winner in the category "open format" in the preliminary round and was here chosen among 32 entries from all over Germany. Out of a total of 600 mailings entered, only two entries from the tourism industry were picked and judged in the five categories – Ireland being the only tourist destination.

"The category ‘open format’ provided us with the opportunity of being totally creative, without any restrictions with regards to format or weight,” Frank Grafenstein, managing director of the Berlin agency explains the background of his company’s competition entry. The mailshot had been sent out to 500 major businesses in Germany as well as all German companies with headquarters or subsidiaries in Ireland on behalf of Irland Information/Tourism Ireland during spring 2006. The novel idea of a folding cardboard box in the distinctively Irish tweed pattern, complete with covering letter, information leaflet and country-specific give-away in the form of a hip flask, made the Ireland mailing stand out against ordinary mailshots, thereby making an impact on decision-makers in the incentive industry.

The annual mailing competition by Deutsche Post was created in 1996 and has since become a central platform for dialogue marketing. This year, more than 600 agencies from all over Germany sent in entries to be judged in five different categories. The entries were judged according to the criteria concept/strategy, creative idea and realisation, target-oriented approach as well as effectiveness.

For further information on the set-up and concept of „Direct-Mail Campaign for Ireland Conference Tours” click here!

Berlin, April 2007 – During recent years, National Tourism Organisations as well as other service providers in the tourist sector have shown a growing interest in marketing their products with the help of Grafenstein beyond the boundaries of the German-speaking territories. Given that in-depth knowledge of the foreign market and close contacts with decision makers at the relevant location are absolutely vital to successfully adapt marketing strategies, Grafenstein has set up its first representative offices in key markets for its customers: China, Greece and Poland.

Sonya Bouyakhf, who used to work for Grafenstein in Berlin, now looks after the Chinese market from her base in Shanghai. Elfriede Balis is located in Greece, where she predominantly maintains contacts with Greek tour operators. Jędrzej Marzęcki supplements his work as project manager in Berlin by entertaining direct relations with the Polish market. "We expect to become market leaders with regard to the know-how of all the main source and target markets within Europe by 2012," Frank Grafenstein explains the future plans of the Berlin agency. "These three representative offices are the first step in that direction."

Further information about the representative offices and their contact addresses can be found here!

Berlin, May 2007 – Noble, understated and unconventional: In the style of the Irish Tweed jacket, the “Direct-Mail Campaign for Irish Conference Tours” made an impact, which brought Grafenstein a regional victory in the direct-mail competition by Deutsche Post in the category "open format". The special format – a folding cardboard box in the Tweed pattern – as well as a sophisticated use of language describing Ireland as a destination for conference tours, have convinced the members of the jury.

The Ireland conference tours mail shot was sent out in the spring of 2006 to 500 major businesses in Germany as well as all German companies with headquarters or subsidiaries in Ireland. "With an unusual mailing which clearly stands out against ordinary mail shots, we aimed for a lasting impact on decision-makers in the incentive industry,” Frank Grafenstein explains the background of the dialogue-marketing campaign carried out on behalf of the Irland Information/Tourism Ireland. And the results proved the case: When interviewed two weeks after the mailing, 95% of recipients remembered the mailing, and nearly all of them said that they recalled Ireland as a destination for conference tours in a fond manner.

During the Deutsche Post direct-mail competition, Grafenstein’s contribution proved successful against eleven competing entries in the category “open format”. The entries were judged in a total of five different categories according to the criteria concept/strategy, creative idea and realisation, target-oriented approach as well as effectiveness. The regional winners of each category will receive the seal of approval “Mailing-Partner of Deutsche Post” and are automatically entered in the final nationwide contest.

For further information on the set-up and concept of „Direct-Mail Campaign for Ireland Conference Tours” click here!

Berlin, May 2007 – Viennese waltz & Co.: The Tourist Board for the city of Vienna has entrusted Grafenstein with the organisation of an event in both Frankfurt and Stuttgart. Intended as a promotion of sales “at the counter”, the functions are directed exclusively at travel agents and tour operators. The aim is to recall Vienna into people’s minds and, at the same time, to communicate the latest trends from this holiday destination. Grafenstein will be responsible for organising the event involving the complete management of addresses and invitations.

The programme contains a well-balanced mixture of information and entertainment: After the presentation of Viennese highlights for 2008 and the new film “Vienna Collections”, there will be a 45-minute dance workshop, where participants get the chance to practice the famous Viennese waltz. Following that, a buffet with Austrian specialities and a selection of wines from Vienna provides a welcome opportunity to exchange views.

“We know how travel agents and tour operators tick, which is of great advantage not only in planning and organising these events, but also for managing addresses and invitations,” Ludia Kohl, who looks after the account Vienna Tourism at Grafenstein, explains the nature of the agency specialising in tourism communication. In addition to addressing travel agencies and operators directly via invitation, a targeted announcement in the trade press will publicise the events scheduled for September 2007.

Berlin, May 2007 – "Sri Lanka. A land like no other": In future, the Sri Lanka Tourism Board’s customer magazine for the German market will be produced by Grafenstein. With this new business, the agency specialising in tourism communication adds another destination to its Asia portfolio. "We have had some excellent results in the Asian sector producing the magazines for Vietnam and Thailand as well as the marketing initiative go asia in the past few years. Sri Lanka will complement these perfectly," Frank Grafenstein comments on the new customer.

Following Grafenstein’s tried and tested approach for customer magazines, the island state situated at India’s south-easterly tip will be presented to the reader in a personalised manner with selected copy and large-scale images. On 32 pages, journalists will comment on Sri Lanka’s ancient culture, the natural wonders of the island and the way of life of its inhabitants. Attractive photographs are there to inspire the reader and cast a spell on behalf of this colourful island in the Indian Ocean.

The new issue of the Sri Lanka Magazine will be out this autumn and has a print-run of 20,000. It will be entirely financed by advertising and distributed at major tourism fairs as well as consumer roadshows and travel agent’s seminars. In addition, it may be ordered by requesting it directly from the Sri Lanka Tourism Board, Frankfurt.

Berlin, April 2007 – The new issue of the newsletter “Spécial France”, dedicated to business travel, appears just in time for the IMEX in Frankfurt. In the 16-page brochure, the Maison de la France advises German businesses about new developments in the hotel and conference sectors and presents new incentive ideas. Grafenstein has produced the newsletter for the French Tourist Board for the third time, again relying on a proven, well-balanced mixture of interviews, commentaries and short news items. Under the headings “hotels”, “incentive ideas”, “conferences” and “MICE-Mélange“, facts and contacts are presented, which are designed to help conference planners who organise events in France.

Thus, the newsletter addresses the high level of interest among German businesses, which choose France as a MICE destination. According to the Confederation of German Travel Management, both France and the US represent the most important destinations for business travel among members of the German business world (VDR business travel analysis, 2006). It boasts a varied natural and cultural landscape and, due to its strong infrastructure, offers ideal conditions for the business traveller.

The newsletter appears twice yearly and has a total circulation of 15,000 copies. 12,000 copies of the current issue will be added to the trade journal “Tagungswirtschaft”. 2,500 copies will be mailed directly to German businesses. The next newsletter “Spécial France” is due in autumn 2007 in time for the EIBTM (Barcelona).

Berlin, April 2007 – The official customer magazine for the Central Greek Tourist Office, “Magie der Vielfalt” (Magic of Diversity) receives a makeover: Starting from the 2008 edition, Grafenstein will be charged with the production of the magazine. The new concept and layout aim at inspiration and close proximity to the readers.

On 72 pages, well-travelled journalists and experts on all matters concerning Greece will report on the country and its people in exclusively researched articles, introduce the various regions of Greece and pass on up-to-date insider information for the preparation of your trip. Extensive photo reportages are there to stimulate people’s desire to travel and get immersed in a foreign culture. In line with a high-profile journalistic approach, the country is presented in a very vivid and direct manner.

The reason behind this approach: “Travel information is a confidential matter – 60 % of German holidaymakers choose their destination on the basis of recommendations by neighbours, friends, newspapers and magazines,” Sonja Lange, responsible for the account at Grafenstein, outlines the Berlin agency’s guidelines for producing country and region magazines.

The Greece Magazine, which has appeared yearly since 1999, has a circulation of 70,000 copies and is entirely financed by advertising. It is addressed to potential travellers to Greece and is distributed by various channels: In the traditional way by display at consumer fairs as well as by post on request from the Central Greek Tourist Office in Frankfurt.

Berlin, April 2007 – A targeted approach to acquiring new customers with guaranteed response has recently been on offer by Grafenstein, the agency specialised in tourism marketing, thus meeting clients’ needs for security and measurable success in their marketing activities.

“We can offer our clientele the possibility of acquiring a certain number of high-quality sets of address data at a fixed price which has been determined in advance,” Frank Grafenstein comments on the key element of the new concept not previously employed by the tourism industry. For the main part, the offer is directed at service providers in the tourist sector wishing to approach potential new customers in the context of a dialogue marketing campaign.

The high quality of new customer leads – combined with a relatively high conversion rate – is secured by a multi-level analysis/filtering system: In conjunction with the client and in cooperation with the full-service provider for dialogue marketing, AZ Direkt, a target-group profile for the product to be advertised is worked out by means of a structural customer analysis. For this purpose, the existing address database is augmented by parameters such as average income or preferred leisure activity. On the basis of the emerging profile, White Mails or emails are sent out to generate new leads.

What decides the quality of the new data sets is the fact that double the amount of leads are being generated; this allows us to identify the most promising contacts in a final step using scoring. Only the so-called “Top 50 %” is passed on to the client for the purposes of conversion.

Berlin, March 2007 – A commercial steals the show at the ITB 2007: In the international film competition for cities, regions and tourist organisations, “Das goldene Stadttor” (Golden City Gate), the advertising spot "The Welshman" received a special prize. Grafenstein had produced the film for this year’s spring advertising campaign on behalf of the Wales Tourist Office, Visit Wales. All in all, there were 95 nominations for entries from 33 different countries.

“This is a creative and funny spot, and even three days later, judges would still talk about the Welshman,” Wolfgang Jo Huschert, president of the Federal Association of film and AV producers and organiser of the competition, comments on the jury’s decision, further underlining the promotional effect of the film. The 30-second online advertisement purposely uses the wow effect on the viewer: Only the final seconds reveal that the narrator is, in fact, not the sheep appearing in a full shot but the shepherd standing next to it.

Since 2002, the event “Das goldene Stadttor” has taken place every year to coincide with the International Tourism Fair (ITB) in Berlin. It aims to promote films with a special audience appeal, which manage to convincingly portray the commercial and cultural aspects of a city, region or tourist-industry provider. The films entered in the competition are divided into seven categories and judged by a high-profile jury of international calibre. The main criteria for the judges are ‘visual performance’, ‘acoustic ensemble’, ‘emotional effect’, ‘information value’ and ‘conceptual design and creativity’.

The Welshman, specially produced for online viewing, can be seen in conjunction with two other advertising spots, the Iron Man and Time Management, on the websites of various travel media (e.g. Merian.de, Marcopolo.de) as well as on the Internet travel pages of many newspapers and magazines (e.g. Faz.net, Zeit.de, Brigitte.de) until the end of the campaign on 31 March 2007.

Click here to see the spot: ("The Welshman")

Here are the pictures of this year’s Grafenstein Lounge in the Riva-Bar for all who have been with us or would have liked to!

Go to the picture gallery!

Berlin, March 2007 – Infotainment and Edutainment meet current trend. On March 15, 2007 the new Ireland Pub Quiz by the Irish Tourist Board goes online on the website www.irland-reisebranche.de. The game, which is directed at sales personnel working in travel agencies, alludes to the popular quiz show format “Who wants to be a Millionaire”. In the manner of host Chris Tarrant, the well-known sheep mascot Sean asks questions around the subject of tourism in Ireland – commenting right and wrong answers from candidates in an animated way. Contestants may find the answers to the questions on the above website as well as the Internet pages of partner companies Aer Lingus, Irish Ferries, DERTOUR and TUI Wolters Reisen. As a reward, one of ten trips to Ireland can be won.

The concept of the game developed by Berlin agency Grafenstein is about self-directed and ‘explorative’ learning on the part of the contestants. They are encouraged to actively use the trade website and partner websites in their search for the right answers. The didactic principle is an effective way of imparting knowledge, since actively acquired knowledge is lodged permanently in the learners’ memory. Moreover, they get to know the information offered on the websites – an ideal combination made up of edutainment and infotainment!

“When it comes to ways of acquiring new knowledge, travel agents and future tourism experts have different needs and preferences – in order to reach everybody and to catch up with them at the point where they are, it makes sense to use parallel ways of imparting knowledge rather than be limited to one particular tool, such as e-learning,” sums up Juliane Metz, Grafenstein’s specialist for didactic online learning tools.

Infotainment is in line with the current trend, as witnessed at the recent ITB 2007 in Berlin. In a panel discussion during the 2nd Educational Forum of the School of Tourism experts debated the future of virtual learning in the tourism industry. Among the main issues discussed were the correct composition of Edutainment whilst maintaining the quality of the learning matter and optimum use of all available information during the professional training of tourism experts.

Click here to play the Ireland Pub Quiz: www.irland-reisebranche.de/lernquiz.html

Berlin, February 2007 – This year, the Welsh Tourist Office Visit Wales has chosen the Internet as the preferred medium for its spring advertising campaign (until 31 March 2007), employing three advertising spots specially produced for use online. By choosing the format “Medium Rectangle Expandable with Zoom Video”, a rectangular frame with zoom function, the campaign puts into action the latest technology available for online advertising. Two of the three video spots offer a German and Welsh language version – offering a complete novelty in the relatively young market of video advertising.

The advertising spots last an average of 30 seconds and show three different themes based around holidays in Wales: “Der Waliser” (“The Welshman”) expands on the hospitality of the people and the beauty of the Welsh countryside. The “Iron Man” looks back onto the myths surrounding Welsh history, and the “Time Management” spot points at the possibilities of sporting holidays in Wales. “Combining moving images with language and music generates an emotional appeal to the customer, which makes this medium especially effective,” says Melanie Grohn, who is responsible for the production of the Wales video spots at the Grafenstein agency. This effect is further increased by the zoom function enlarging the spot to twice its normal size as soon as users point their mouse at the video.

Accompanied by print ads, direct mailings and e-newsletters, the video spots will be running on the websites of various travel media (i.e. Merian.de, Marcopolo.de) until the end of the campaign on 31 March 2007, as well as on the travel sites of various newspapers and magazines (i.e. Faz.net, Zeit.de, Brigitte.de).

Please click on the link to see the online videos (without zoom):

• „Der Waliser“ ("The Welshman")
• „Iron Man“
  
• „Time Management“

Berlin, February 2007 – Online Games First Choice for Address Generation. Featured on the English Tourist Board’s homepage since the beginning of February, the new East Midlands film game not only proved a success with a player registration rate of 50%, it also underlines a current trend: Online games are the travel industry’s key tool in dialogue marketing yielding the highest response rates. “On average, every second to fifth user registers after playing the game, thus leaving their personal data – keeping the costs per contact relatively low,” says Melanie Grohn, online specialist at Grafenstein and responsible for the production of the East Midlands film game.

The agency specialising in tourism communication considers that the key to a successful integration of the games into any marketing campaign lies in the proper configuration of the game according to the target group’s preferences. Experience has shown that a younger audience prefers more involved games offering increasing levels of difficulty, while older users might choose knowledge-based games. If such a target-specific solution is achieved, registration will soon follow.

However, online games are not exclusively used for generating new addresses, they also serve as popular advertising means. Through the systematic use of illustrations and copy, users enter the charming landscape of England or stroll along Portugal’s sunny beaches. Who could escape the holiday mood? Or at least want to try out the games for themselves: Recently, all online games produced by Grafenstein were put on their website at: www.grafenstein.net/games.php

Or alternatively, play the East Midlands film game at: www.englandgewinnspiel.de

Berlin, February 2007 – The Berlin-based agency for tourism marketing has again increased its staff. With newcomers in the fields of project management as well as graphic design, the team at Grafenstein now boasts 19 members, enabling it to look forward to a new and promising season with confidence.

Since October of last year, Sonja Lange has worked on the team in her capacity as project leader. With effect from this year, her duties also include press and public relations work at Grafenstein. The other new face is Benjamin Gruhn, who works in a support role as editorial assistant responsible for the French client, Maison de la France.

New and fresh ideas are not only required for long-standing clients of Grafenstein, but also for newly signed-up accounts. The creative team has been extended especially for this purpose. Its two new arrivals, Marionna von Rieth and Jana Koch, ensure that the agency is well equipped to meet the needs of existing as well as new projects.

Dear colleagues, partners and friends,

We invite you to join us on the 9th March 2007 for the “Grafenstein Chill-Out” at the Riva-Bar.

Let’s celebrate together the end of a successful season and the beginning of a prosperous new year. ITB is the perfect time to meet at the Riva-Bar, located in the heart of Berlin. You’ll have the chance to meet familiar faces and make new interesting contacts in a relaxed atmosphere – this year with hot Brazilian rhythms and cool Caipirinhas.

We would be pleased if you could keep this date available in your diary. Let us know as soon as possible (by the 1st March at the lastest) whether you can join us since the guest list for the evening is limited to 200.

We look forward to seeing you soon in Berlin. Upon receipt, we’ll send you a personal invitation!

Date: 9th March 2007 at the Riva-Bar
Time: 7 pm

Contact: Sonja Lange
Grafenstein Freizeit- und Tourismuswerbung GmbH
Tel.: +49 (0)30 80 58 59 2 - 0
Fax: +49 (0)30 80 58 59 2 - 10
Email: s.lange@grafenstein.net

Click here to see the pictures of the Grafenstein chill-out last year!

Berlin, February 2007 – Yorkshire as a region in the North of England is proving very popular at the moment. Yielding a response rate of over 12 %, the direct mail campaign “Yorkshire – Touring the North of England”, which ran in December 2006 as part of the England Short Breaks Campaign met with a considerable amount of interest among consumers. Catchment area was the town of Düsseldorf and surrounding area.

In a newspaper insert and first mailshot in May 2006 we had already advertised Yorkshire as a varied and easily accessible region due to new improved flight connections. In a second step, a follow-up mail was sent out in December 2006 in connection with the England Short Breaks Campaign to addresses collected in May as well as other recipients with an affinity for Great Britain. "Following a general introduction of the destination, the follow-up mail enlarged on the theme by proposing specific tours for weekend short trips to Yorkshire. This two-step strategy, combined with a colourful layout and high quality of copy again yielded an above-average response rate," says Melanie Grohn, responsible for campaigns for the British Tourist Authority – VisitBritain – at Grafenstein. In both instances, the reply element was linked to a competition.

The 16-page guide went out in December 2006 to 25,000 households in the Düsseldorf area. The decisive argument for this regional direct marketing was the direct connection Düsseldorf – Leeds/Bradford offered by British airline Jet2.com since May 2006. It was the aim of the campaign to promote Yorkshire as an ideal destination for short trips in autumn and winter, especially among the DINKS and Empty Nester market segments.


Here an example: The Heritage-Tour

Berlin, January 2007 – Whether cycling through Vietnam, undergoing an Ayurveda treatment in Sri Lanka or following in the footsteps of the Khmer kings in Cambodia: With the first issue of go asia magazine, the marketing initiative of the same name aims to promote one of the most fascinating regions of the world: Asia.

“This part of the world is lively, ever-changing, full of colours, scents and unfamiliar noises,“ says Frank Grafenstein, spokesperson for go asia. On 36 pages, the special beauty and secrets of some of these countries have been captured in words and pictures. We hope that this will ignite the spirit of discovery among our readers,” Grafenstein continues.

In the glossy brochure, experienced travel writers and Asia experts talk about wellness and culture and introduce cosmopolitan cities such as Shanghai. Reports on special-interest tours, such as cycling holidays or river cruises are included to further whet the reader’s appetite for Asia. The first issue of go asia not only lists the best hotels of the continent, but also the main tour operators specialising in the region. A detailed factsheet on the best countries to visit in Asia provides background information.

30,000 copies of the first issue of the magazine have been printed, the majority of which will be given out as a supplement of the magazine “Reise & Preise”. The remaining copies will be distributed at major trade fairs. You can also order them via the homepage: . 

Following a 4th successful year of exhibiting at TT Warsaw, the VisitBritain team in Poland were recognised (honoured,chosen?) by the exhibition organisers by winning the award for “Best and most professional stand”. The International Tourism Trade Fair – TT Warsaw Tour & Travel 2006 took place between 21-23 September in the Palace of Culture and Science in Warsaw.

The event, featuring a record number of British partners, including Visit London and VisitScotland, is considered the premier travel trade event in the Polish calendar. With over 80 m² contracted at the event, Britain was once again featured prominently, providing a professional platform for our valued partners.

So far, the year 2006 has not been a bad one for the tourist industry. Germans have a lot of faith in the future. For them, travelling is still a fundamental need.

Does this mean we can now sit back, relax and carry on as usual?




Most certainly not. The custom of German consumers is hard fought over. More than 53,000 major companies fight for the attention of consumers issuing 3,000 advertising messages per person per day. In the tourist sector, the pattern is similar: In Germany alone, there are more than 110 airlines and 600 operators, and in the whole of Europe, over 1,400 regions compete for paying guests.

If, in addition to these known competitors, there are external threats in the form of terror attacks and natural catastrophes, the marketing of tourism soon becomes a ´mission impossible´.

There are no simple rules on how to meet these challenges, but this much is clear: in future, marketing must be based more on the individual and become more flexible as regards time and space.

Experts from the fields of marketing tourism, the media, PR and data bank management will propose their solutions: Only by truly knowing the interests of your clients can you continue to win them over.

Benefit from the wealth of experience your collegues have gathered. Take part in the debate! Register today. (Tel.: 030. 80 58 59 290, fg@grafenstein.net)

Berlin, September 2006 – more business, more staff, bigger premises: Berlin communications agency Grafenstein was pleased to announce further financial gains over the past few months, which led to structural changes within the company. As a consequence, the team grew by three more members and the office space situated near Mexikoplatz in the district of Zehlendorf doubled to its present size of 320 square metres.

In addition, head of the agency Frank Grafenstein has introduced a new internal structure for his staff. Members of the team have now been allocated a regional and topical subject each.

As of now, Michaela Grün joins the team who will assist Grafenstein in acquiring new customers and also be responsible for the Asian region. Another project manager also joins the team: Jedrzej Marzecki mainly looks after Poland and northeast Europe. The third and last newcomer, Sabina Saracevic, acts as deputy advertising manager and looks after the region southeast Europe.




Jedrzej Marzecki (left), Sabina Saracevic (right)

After four years of preparatory talks, the Brazilian Tourist Board EMBRATUR has commissioned the Berlin marketing specialist for the tourist trade with the production of a magazine for the German market. "For a long time, we have wanted to become more active on the German market and are delighted to have found a competent partner," says Katia Cristina Alves Bitencourt, Marketing Director of EMBRATUR Brasilia.

The „Brasilien Magazin“ will be launched at the ITB 2007 and, for the time being, appears only once a year. The initial circulation will be 30,000 copies. The distribution is target-oriented in the form of inserts in tourist magazines and at travel fairs. Alternatively, the magazine may be ordered directly from EMBRATUR or by going to www.reisemagazine-bestellen.de.

The Polish Tourist Office has entrusted Grafenstein with the production of its brochures for the German market. The agency had already overseen the production of the magazines and sales guides for the German representation of their Eastern neighbour from 2001-2003. Now, the 80-page consumer magazine "Polen Reiseinformation" will be produced again starting from January 2007 with a circulation of 100,000 copies by a four-strong team around Project Manager Juliane Metz.
The same month also sees the launch of the "Polen Verkaufshandbuch" – with a circulation of 27,000 copies and a volume of 112 pages. Both publications will be entirely financed by advertising.
Grafenstein’s Project Manager for the task, Juliane Metz, looks forward to a renewed cooperation: "Poland is up and coming as a new holiday destination. With the new magazines, we want to demonstrate to families and younger Germans that Poland is an attractive holiday destination."

For a second time in succession, Grafenstein has won the bid for the magazine budget by the German representation of the French Tourist Board, Maison de la France. This means that the Berlin-based agency will continue the production of the complimentary magazines entitled "Tours de France", started in 2003, until 2009.



A marked increase in circulation
The new concept calls for an increase in circulation by 30,000 to 100,000 copies per year as well as a widening of distribution channels. In future, the main magazine entitled "Frankreich" is due to appear twice a year as a spring/summer issue with the emphasis on beach, family and activity holidays (60,000 copies) as well as an autumn/winter issue (40,000 copies), with special focus on French lifestyle, short trips and city tours.

Commercial distribution
Starting from January 2007, the 100-page summer issue will be available at newsagents. The autumn/winter issue, due to appear in August 2007 for the first time, will be mailed as a special insert "Frankreich" to 20,000 subscribers of one of the leading German travel magazines. Part of the circulation of both magazines will be held back and distributed as before as a free-of-charge special edition via the Maison de la France in Germany, Austria and Switzerland.

> Go to our press room for detailed information.

Dear Sir or Madam,
From 27th March 2006, you can contact the agency Grafenstein Freizeit- und Tourismuswerbung GmbH on the following new telephone numbers!

Fon: +49 30 80 58 59 2 – 0
Fax: +49 30 80 58 59 2 – 10


Contact persons:

Managing Director:
Frank Grafenstein: - 90

Key Account Manager:
Juliane Metz: - 60
Nicolai Blank: - 50
Melanie Grohn: - 30

Sales Department:
Thorsten Dzionara: - 70
Tereza Stevenson-Braga: - 71

Graphic Department:
Susanne Scheding: - 40
Agnieszka Grabowska: - 41
Sascha Templin: - 42
Sonja Multhaupt: - 43

Accounts department:
Ludia Kohl: - 20

Here are the pictures of this year’s Grafenstein Lounge in the Riva-Bar for all who have been with us or would have liked to!
Go to the picture gallery.

Berlin, 15th March 2006 – A new E-Learning starting in mid-April instructs (helps) travel agents to become “Portugal experts”. The assignment (task) to develop the E-Learning programme was commissioned to the agency Grafenstein in Berlin, which specializes in tourism communication.

The seven extensively introduced? regions of the country are the focus of the E-Learning that the Portuguese tourism board (ICEP Portugal) has brought into being. Additionally, modules relating to subjects such as “accommodation” and “journey and locomotion (?)” are in pre- paration. The tourist board sets (places) a high value on the fact that the knowledge should be imparted in a playful manner: Several games and videos create an easy atmosphere, a mascot leads through the programme.

With Grafenstein the Portuguese tourist board confides in (relies on) a creative expert in the field of E-Learning. The communications agency has already implemented a very successful E Learning-Project for the Maltese tourismt board. Since its introduction in (the year) 2003 the programme has been nominated for 2 prizes: the E-Learning award EureLea 2004 and the Willy-Scharnow prize 2004.

Furthermore the E-Learning platform developed by Grafenstein for the initiative go-asia is the only E-Learning programme for Asia and has enjoyed a great reception among travel agents.

A pre-registration is possible under www.portugal-schulung.de

For further informations please contact:
Juliane Metz, Tel: 030-80491257, eMail: jm@grafenstein.net

Berlin, March 2006 – Although advertising sales in the magazine industry are presently stagnating, the Berlin-based communications agency Grafenstein can look back on record volumes as far as the production of country magazines is concerned. This is not only due to the excellent acquisition policy of the company but also to its attractive and subject-related advertising environment. It does not come as a surprise, then, that six country-related brochures find their way to the consumer, just in time for the ITB (International Tourism Fair).

France, La Réunion, Malta, Normandy, Portugal and Thailand will advertise at the tourism fair with their hot-off-the-press glossy magazines filled with new and topical information. „Besides their journalistic flair, what’s special about our magazines is their way of financing“, says Managing Director Frank Grafenstein. According to him, the editions are solely financed by advertising. „The Thailand magazine showed a record participation“, Grafenstein was happy to announce. The other titles also showed a slight improvement over planned targets.

Another special feature of the agency is its expertise in all matters related to Eastern Europe: On behalf of the British Tourist Board, Grafenstein has published a sales guide not only for Germany and Portugal, but also for Russia, Poland, the Czech Republic and Hungary.

All magazines are available from 8th March via:
 www.reisemagazine-bestellen.de online.
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Grafenstein
experts in tourism communication
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Kaunstraße 21
14163 Berlin
Tel.: +49. 030. 80 49 78 45
Fax: +49. 030. 80 49 12 58
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www.grafenstein.net
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the tourism network
creating emotions

Berlin, February 2006 – Grafenstein is pleased about the newly acquired costumer. From now on the company, which specializes in tourism communication, is in charge of the promotional and public relations budget of the French region of Alsace. The aim of a broadly organised campaign is to point out the Alsatian website www.elsass-jetzt.de to the citizens of the boarding federal states. With favourable offers the inhabitants of North Rhine-Westphalia, Baden-Wuerttemberg and Rhineland-Palatinate are encouraged to travel to Alsace on short breaks and to visit the cities. Residents of Berlin and Hamburg are also meant to travel into the region, especially as the Low Coast Carrier easyjet offers flights from both cities to Basel-Mulhouse. A few of the instruments with the aim of underlining Alsace as a worthy travelling destination are: advertisements developed for specific target groups, emotional commercials and accompanying press work.

Company shares for employees: Starting from March this year three Account Managers of the communications agency will be taking over 12,5% of the business. Owner Frank Grafenstein is glad about the partners, who belong to his team of 15 people. One of the new partners Juliane Metz, an archaeologist, has been with the company Grafenstein since 2002. She is responsible for Portugal, Malta, Ireland and the Bahamas. Privately she enjoys travelling to Italy. Nicolai Blank is the Francophile of the team. He studied History and French in Berlin and Aix-en-Provence. At Grafenstein he has been taking care of the French and Alsatian costumers since 2003. The third in the group of new partners is Melanie Grohn who has been attending to the budgets of VisitBritain, England and Wales since 2004.

Dear Colleagues, Partners and Friends,

We would like to invite you to join us on the 10th March 2006 to a "Grafenstein Chill-Out" at the Riva-Bar.
Let us celebrate the end of a successful season and the beginning of a new auspicious year together. ITB is the perfect time to meet at the Riva-Bar, located in the heart of Berlin. The event gives you the opportunity to meet familiar faces and new contacts in a relaxing ambience. The traditional yearly "GO ASIA AWARDS" will be presented to top business partners from the tourism related industry.

RSVP via mail: thorsten.dzionara@grafenstein.net
or fax: 030.80491258
latest by 1st March, 2006
Venue: RIVA-BAR
Dircksenstraße 142, 10178 Berlin, www.riva-berlin.de
Date: 10th March, 2006
Time: 7.00 pm

We look forward to seeing you soon in Berlin and let´s party together!

Contact:
Thorsten Dzionara
Project & Sales Executive
Grafenstein Freizeit- und Tourismuswerbung GmbH
Tel. 030.80 90 69 25
Fax 030.80 49 12 58
E-Mail: thorsten.dzionara@grafenstein.net

At the right time for (Coinciding with) the 60th anniversary of Vietnam´s independence on 2nd September, the Vietnam Magazine 2005 produced by Grafenstein on behalf of the Vietnamese Embassy was published.

The magazine is the successor (follow-up) of the successful 2003 issue and is the only official tourist information medium for Vietnam. It Provides comprehensive information about country and people and is directed at consumers, travel agents and incentive deciders (providers?), but also, in a special section in the magazine, at economic investors.

The Vietnamese Embassy sends out the magazine upon request. In addition, it is available at large consumer fairs, is used as information material at travel agent seminars and can be ordered in (from) the Internet under :
 www.reisemagazine-bestellen.de.

All travel magazines produced by Grafenstein,as well as catalogues from tourism providers and information material can be ordered online under: www.reisemagazine-bestellen.de.

The acquisition team of Grafenstein can again announce an enjoyable addition (is happy to announce another addition: We welcome Thorsten Dzionara as a new member in our team.
The competent 24-year-old with his pleasant telephone voice is mainly responsible for German advertising customers for various country magazines and service providers in Malta.Moreover, with his pronounced organisational talent he is the ideal man for planning and conducting of exhibitions and events.

The new "Lepman” game which Grafenstein developed on behalf of the Irish Tourist Board is really addictive! The Leprechaun, a legendary figure from Irish myths, has to collect gold coins and defend them against cheeky Vikings.

Besides the game, there are special autumn offers; the players can recommend the game with an e-mail form to friends and register to participate in a competition where they can win lottery tickets.The Irish Tourist Board promotes the campaign by sending e-mails to 150,000 email addresses.
With this campaign, the Board opted for a particularly successful form of direct marketing in which data collection is particularly efficient.

See for yourself under:
www.irland-herbstangebote.de

At this year’s RDA-Workshop in Cologne (2nd – 4th August 2005), the most important fair for bus tourism (coach tours) in the German-speaking countries, the Great Britain Salesguide was awarded the star prize in the category "Catalogues, Prospectuses, (brochures), FV Organisations (distance-travel organisations?) (regional/international)” for the second time running. At the 20th "Red bus” campaign, a total of 15 main prizes and 23 special prizes in nine categories were awarded. Grischa Zeller of VisitBritain received the award at the Award Ceremony in Cologne on the 4th of August.

For several years, Grafenstein has been producing the Great Britain Salesguide for the British Tourist Board VisitBritain. The guide contains all important information required by travel agencies and tour operators for planning, sales (selling)and conducting of trips to Great Britain.
The 2005 issue contains an insert with special information for group and bus (coach?) travel operators.

The successful Malta E-learning programme was once again (being) nominated for the European E-Learning Award "EureLea": The Willy-Scharnow-Stiftung for Tourism nominated the learning programme for the Willy-Scharnow-Award 2004 (with) which each year honours special performance, innovative projects and consistent commitment in the field of education and further training (are acknowledged every year).
"We are glad about the new nomination by the Willy-Scharnow-Stiftung and about the big success of the learning programme because it shows how important it is to look for high quality”, said Juliane Metz, Project Manager at Grafenstein.

The number of participants in the Malta E-learning programme, which has been online since October 2003, is increasing steadily: by now, over 3,000 travel agents make use of the training offer of the Tourist Board. Thus, the Malta E-Learning programme has the highest number of participants after those in Ireland, Germany, Austria and Switzerland.

The Maltese Tourist Authority is very satisfied with the success. "We are very proud of our E-learning and will definitely expand it further", commented Joseph Galea, Director of MTA in Frankfurt.


www.malta-schulung.de

Since the Dialogue Marketing Workshop in Frankfurt and Berlin met with a great deal of interest, we intend to provide answers and proposals for solutions for targeted dialogue marketing in Munich together with the Deutsche Post AG on 8th November .

Where (how) can I use my narrow budget effectively?
How can I exactly contact my (the right) target group and avoid spreading losses?
How do I inform interested customers at short notice about the latest campaigns?

Please inform us about your decision by 28th October 2005 via e-mail: td@grafenstein.net (Thorsten Dzionara) or via fax: +49.30.80 49 12 58.

We are looking forward to your application.

The Direct-Marketing workshop is coming soon.
Thank you for those who already sent us their confirmation - we just sent the description for the location (location map) to you by mail.

If you still want to participate, either in Frankfurt or in Berlin, please send your confirmation by fax as soon as possible till (by) 15th July.

Fax: +49.30.80 49 12 58

Best regards from Berlin

Thorsten Dzionara

Since mid-2004, Grafenstein has been intensifying its East-Europe competence continuously. For the Irish Tourist Board, Tourism Ireland, the agency explored the Polish market for actual and potential operators which have Ireland on offer. With the aid of surveys, a database was established that now serves as a basis for all marketing activities of the tourist board on the Polish market.The market screening was followed by language travel brochures in Polish, Hungarian, Czech and Russian.

At present, Grafenstein is preparing initial information about Great Britain as a travel destination for the countries Hungary, Czechoslovakia and Russia. In this way, the salesguide of the British Tourist Board VisitBritain will continue to be published for the German and the Polish markets, as previously (in the same manner), but now also for the markets Hungary, Czechoslovakia and Russia.

Berlin, February 2006 – Grafenstein is pleased about the newly acquired costumer (customer). From now on the company, which specializes in tourism communication, is in charge of the promotional and public relations budget of the French region of Alsace. The aim of a broadly organised campaign is to point out the Alsatian website www.elsass-jetzt.de to the citizens of the boarding (bordering?) federal states. With favourable offers the inhabitants of North Rhine-Westphalia, Baden-Wuerttemberg and Rhineland-Palatinate are encouraged to travel to Alsace on short breaks and to visit the cities. Residents of Berlin and Hamburg are also meant to travel into the region, especially as the Low Coast (low-cost carrier) Carrier Easyjet offers flights from both cities to Basel-Mulhouse. A few of the instruments with the aim of underlining Alsace as a worthy travelling destination are: advertisements developed for specific target groups, emotional commercials and accompanying press work.

How can I use my narrow budget effectively?
Where can I exactly contact my target group and avoid spreading losses?
How do I inform interested customers at short notice about the latest campaigns?

More and more Marketing departments are concerned with these questions and find their answers in direct marketing. Four or five companies already use direct marketing media and effectively link offline and online segments. The tourism sector, too, discovered the advantages of direct mailing, and was at the vanguard of the trend with more than 33,000 mailings in 2004. (Source: Nielsen Media Research)

Whether by online advertising, E-newsletter, addressed mailings or magazine inserts - direct marketing allows you to reach your customers directly, quickly, inexpensively and in a target-oriented manner.

Grafenstein and Deutsche Post AG would like to demonstrate to you the advantages of Direct Marketing. In a workshop, the various possibilities of direct marketing and the integration of online and offline media wil be shown using various examples from everyday practice.

We would like to invite you to the workshop at one of the following dates:
Frankfurt/Main: Wednesday, 20th July 2005
Berlin: Wednesday, 17th August 2005

Note this deadlines in your schedule and register per e-mail without obligation.
Within the next few weeks, you will then receive a written invitation with an application form.


For more information please contact Ms. Melanie Grohn

We are glad to announce the birth of Nicolas Grafenstein.
The little one was born on 1st June on time for lunch. Mother, child and father are very well.
With his weight of 3010 grammes and his height of 49 centimetres, Nicolas will hopefully soon support our marketing department full of energy, with his screaming and slobbering ...

The Bahamas Tourist Office commissioned the Grafenstein agency with the production of its new information brochure. The Bahamas magazine is to be issued (published) at the end of June. On 48 pages, the island state will be presented with atmospheric pictures and informative articles, among others about topics such as culture, history, sports, wellness amd wedding tourism (packages). Tips and contact addresses make the Bahamas Magazine an indispensable source of information for preparing a journey to the island paradise. With 20.000 copies per issue, the Bahamas Magazine is directed to customers and expedients (travel agents) alike. It will be distributed on (at) the major consumer and specialist fairs in Germany, Austria and Switzerland. In addition, it is available at other events of the Tourist Board and is used as part of expedient trainings as an educational aid.

If you are interested in placing an advertisement, please contact Ms Katrin Wank (Sales Manager; kw@grafenstein.net). You can also download the media data on our website under www.grafenstein.net.

As announced in the newsletter of (dated) 8th March 2005, the agency Passboard Communication GmbH was completely integrated in Grafenstein Freizeit- und Tourismuswerbung GmbH on 1st March 2005. The advantage for our customers and suppliers: The liable capital (the company’s liability) has doubled and the project processing (handling) at Grafenstein is even more transparent than before. The Passboard media data for our travel magazines and tourism brochures can be found, as of now, on the Grafenstein Homepage under:  www.grafenstein.de/advertisingrates.html

Grafenstein has been presenting itself on a new website since 16th May 2005.
Under www.grafenstein.net, you can now inform yourself even more thoroughly about the various services of the agency:
Consultation, publishing & PR, advertising & direct marketing, internet, sales promotion, exhibitions & events and representation of tourist service providers. Detailed case reports of former campaigns and visual examples illustrate the individual services areas and their uses.

Grafenstein Freizeit- und Tourismuswerbung:

On the occasion of the Saint Patrick´s Day on 17th March, Grafenstein developed a microsite for the Irish Tourist Board, which features, besides information about the destination Northern Ireland, an online game with integrated database for data collection. Every visitor of the incentive website of Tourism Ireland can participate in this game and is informed about incentive congress opportunities in Northern Ireland at the evaluation (?). Moreover the user can win a trip to Ireland. Before the launch of the game, about 2000 agencies and tour operators received newsletters with hints to (about) the game. Collect (yourselves) clover leaves on the Giants Causeway: www.irland-incentive.de/

Grafenstein Freizeit- und Tourismuswerbung:

Our advertising customers can download the latest media data of advertising rates for the magazines in different languages under Grafenstein-Website: www.grafenstein.net. For any questions, please contact Ms Katrin Wank kw@grafenstein.net, Tel.: 030/80 49 78 44, Fax: 030/80 49 12 58

Grafenstein Freizeit- und Tourismuswerbung:

E-Learning is gaining in importance for the tourism sector: more and more travel agents choose this modern type of training to learn (more) about destinations and products because, in contrast to organized trainings, they can fix time and hour (length) independently.
After the great success of the Malta E-Learning which has been nominated for the European E-Learning-Award EureLea in February this year, a new E-Learning project is in preparation: the goasia training platform, a joint project from goasia and PATA (German Chapter). On this platfrom, Asian destinations and service suppliers like (such as) airlines and tour operators can present their offers.
Since travel agents are the ones who sell the offers and come in close contact with the consumers, they represent the most important target group for tourist boards and service suppliers. Their knowledge about the different destinations and products is determining (vital) for the quality increase (increased quality) of consulting services in travel agencies.
If you need more information about the platform, please contact Frank Grafenstein (fg@grafenstein.net) or Oliver Engelhardt (oe@terratrends.de)

Grafenstein Freizeit- und Tourismuswerbung:

A pilot project at the ITB 2005 announces the cooperation between Grafenstein and Brasil. Grafenstein has been organising the outdoor advertising for the region around the Iguassu Falls. The Marketing decision makers have been satisfied and awarded the direct contract for further outdoor advertising activities to Grafenstein.

Grafenstein Freizeit- und Tourismuswerbung:

During the Grafenstein anniversary party on 12th March, the Goasia Award has been presented for the second time in four categories. In a survey in the well-known touristic magazine "traveltalk", the travel agents had been asked to choose their favourites. More than 800 agencies took part in the survey and their judgement can be trusted: the majority declared that they have been travelling to Asia more than four times.

And the winners are:
Category 1: Favourite Tourist Board
1. place: Hongkong Tourism Board
2. place: Singapore Tourism Board
3. place: Tourism Authority of Thailand

Category 2: Favourite destination
1. place: Thailand
2. place: Sri Lanka
3. place: Indonesia

Category 3: Favourite Airline
1. place: Singapore Airlines
2. place: Emirates
3. place: Thai Airways

Category 4: Favourite tour operator
1. place: Meier´s Weltreisen
2. place: Dertour
3. place: TUI

Grafenstein Freizeit- und Tourismuswerbung:

On 1st January 2000, Frank Grafenstein founded the agency "Grafenstein Freizeit- und Tourismuswerbung GmbH”. Today, five years later, Grafenstein looks back on a success story of which it can be proud: Its turnover is tenfold up to 2,25 mio, the agency relies on an established customer base, and the team has steadily increased to its present 15 members. The diverse know-how of the team enables it to look after its mainly tourist-trade clients in a competent and comprehensive manner.
All the more reason to celebrate! On the occasion of the ITB, Grafenstein has invited clients and friends on Saturday, 12th March 2005, to join them in a big party at Berlin’s Riva Bar.

Grafenstein Freizeit- und Tourismuswerbung:

To coincide with the ITB 2005, Grafenstein is publishing a Thailand Special as a special edition of the travel guide. Co-produced by travel agent Geoplan and the Tourist Board of Thailand, the issue provides valuable information about the present situation of the holiday resort of Andaman Sea, most frequented by German travellers. Breathtaking photographs reveal the excellent condition of its beaches; there are comments by both holiday-makers and travel experts as well as Thai citizens affected. The magazine aims at clarifying points to would-be holiday-makers and to prove that most regions of Thailand can be visited without hesitation.

Grafenstein Freizeit- und Tourismuswerbung:

The Irish Tourist Board has commissioned Grafenstein to produce a brochure on language courses to be published in several languages. In addition to the German brochure, there are translations into Czech, Hungarian, Polish and Russian.

Grafenstein Freizeit- und Tourismuswerbung:

When the world’s largest tourism fair opens its gates on 11 March 2005, you will find our new magazines and sales guides at the respective stands of our clients: the Britain Salesguide, in German and Polish, the new Malta Magazin, the Portugal Sales Manual and the Portugal Magazin, the France Magazin "Tours de France" and the regional magazines Normandie and Provence and the programme for the Festival Mecklenburg-Vorpommern.

Grafenstein Freizeit- und Tourismuswerbung:

In order to put across its core capabilities more effectively, Grafenstein has re-defined its business activities:
Consulting
Publishing & PR
Advertising & Direct Marketing
Internet
Sales Promotion
Exhibitions & Events
Visit our website on www.grafenstein.net.

Grafenstein Freizeit- und Tourismuswerbung:

The agency Passboard Communication GmbH which can look back on a time of close cooperation with the Grafenstein GmbH, has affiliated to Grafenstein on 1 March 2005.
Advantages for our clients and suppliers: the liable capital doubles and the project settlement will be more transparent and efficient.

Grafenstein Freizeit- und Tourismuswerbung:

British sights follow the Irish sheep!

Grafenstein has developed a new online game! The Shear-the-Sheep-Game on the Irish Tourist Board’s German website keeps inspiring more and more delighted people since its upload in summer 2003. A good reason for Grafenstein to develop a new online game – this time for VisitBritain: Since 16 February, the "Cities-in-Britain-game” enriches the cities-campaign-Website www.visitbritain.de/city – with esprit and educational effect. The players have to photograph several sights of the cities Brighton, Edinburgh, Liverpool, London, Manchester and Newcastle Gateshead without wasting their restraint pictures in shooting surprising obstacles. Successful players can win attractive prices. And with the options "recommend the game” and "send an E-card”, the game takes directly part in its diffusion.
But we stop talking now – try it yourself: www.visitbritain.de/city

Grafenstein Freizeit- und Tourismuswerbung:

In time for the CMT Stuttgart, Grafenstein has published two more regional issues of Maison de la Frances Tours de France (TDF) magazines: a new issue of the TDF Normandie (50.000 copies) and, for the first time at Grafensteins, a TDF Provence Südalpen Côte d’Azur (80.000 copies) with articles of Klaus Simon (GEO Saison), Katja Trippel (GEO, stern) and other renomated journalists and photographs of Sophie Henkelmann (Maxi, Woman, Spex).
Both magazines were very largely financed by adverts sold by Grafensteins partner Passboard Communication GmbH.
The Normandy and the Provence Alpes Côte d’Azur magazines join the regional issues TDF Limousin, TDF Picardie, TDF Alsace and TDF La Réunion that have been published in January 2004 for a two-years term.
We would be pleased to send you one or several copies of our magazines. Just write an e-mail to nb@grafenstein.net.

Grafenstein Freizeit- und Tourismuswerbung:

The British Tourist Board VisitBritain can be more than satisfied. Following the latest statistics, Great Britain welcomed more than 26,34 million visitors in 2004 - a new record! Even the numbers of German tourists has increased by 10%.

The cooperation with VisitBritain started in 1996 - first with individual projects as the sales guide, the consumer fairs and direct mailing activities. Since summer 2004, Grafenstein is also in charge of the entire advertising budget. In the scope of VisitBritain´s Customer Relationship Marketing, the agency realises online and offline media campaigns to promote city trips and touring journeys to Great Britain.

Grafenstein Freizeit- und Tourismuswerbung:

As one of three finalists, the Malta E-Learning has been nominated for the European E-Learning Award that will be awarded during the LEARNTEC (the European congress and trade fair for education and information technology) on 14 February 2005. The award is offered by the government of the Land Baden-Württemberg and will be assigned by an international jury for the Europe-wide most outstanding application of electronic and multi-media based study methods.
Juliane Metz, the Malta E-Learning’s project manager at Grafenstein, will present the E-Learning at the Workshop « European E-Learning Award: Best Practice – award-winning applications » at the LEARNTEC on 15 February.

We are glad about the nomination. It confirms our concept that intents to work out the subject matter didactically – for every costumer in an individual way – and to create a learning aid of high quality using an ideal technical solution.

Since October 2003, the Malta E-Learning is accessible on the Website www.malta-schulung.de. 2300 expedients have already used the E-Learning to acquire detailed knowledge about the destination Malta and its products and have thereby increased actively their quality as travel consultant and their turnover.

Grafenstein Freizeit- und Tourismuswerbung:

Uwe Heinelt (www.heinelt-comic.de), creator of Johnnie Valletti, the popular character mascot used in the Malta-Online-training, has kindly provided three copies of his latest comic "Berlin, Berlin: Frog Kings", made for the German cult-TV series "Berlin, Berlin" for a lottery drawing. To enter participate, simply send an email mentioning the word "Comic" to jm@grafenstein.net

Grafenstein Freizeit- und Tourismuswerbung:

At the beginning of 2005, the new "Malta Magazin" will be published instead of the Malta Salesguide. It differs from the Malta Salesguide by addressing both travel agents and consumers. It also introduces a revised concept with features, interviews and insider tips on Malta’s best-kept secrets. Among others, there will be a contribution on Malta-eLearning, a programme which, since October 2003, has provided training for more than 1800 travel agents on that holiday destination (www.malta-schulung.de).
Of course, readers won’t have to renounce the popular information section of the Salesguide. Thus, the new magazine will prove to be an indispensable tool for both travel agents and tourists preparing their holiday in Malta!

Grafenstein Freizeit- und Tourismuswerbung:

On behalf of the Irish Tourist Board Tourism Ireland, Grafenstein Freizeit- und Tourismuswerbung GmbH has published a special-interest guide for the city of Dublin, aimed specifically at visiting couples of the same sex. The compact guide which fits into your back pocket contains a wealth of information regarding places to visit, plus shopping, activities, restaurants and gay-friendly hotels and clubs.

Kleber PR Network:

With immediate effect, Frankfurt-based agency Kleber PR Network, working in Marketing and Communication, will represent "antura health and beauty” in the Munich district of Bogenhausen, the 5-Star Wellness Resorts of Universal Hotels in the Maldives and the Federation of South and East African tour operators "Arbeitsgemeinschaft Südliches und Östliches Afrika” (ASA).

"antura health and beauty”, Munich:
There is a perfect balance between ancient healing methods from Asia and Western medicine within the range of treatments offered by this Munich Wellness Center. The focus is on numerous possibilities to reduce stress, to simply induce a feeling of wellbeing and relaxation for body, mind and spirit.
www.antura-muenchen.de

Universal Resorts, Maldives:
Kurumba Maldives: Following investments in the region of 20 million dollars, this luxurious hotel was reopened in January 2004 as a Premier Resort. The architecture of the new Kurumba is inspired by design elements from the Far East. In the Resort Spa, an inner feeling of peace can be reached by massage, aromatherapy and Yoga. Originally opened in 1972 as the first hotel in the Maldives, Kurumba is today one of the most exclusive resorts on the islands.
Full Moon Maldives: With the addition of four new "Water Villas” and a "Water Suite”, the resort will reopen at the beginning of November 2004 having been completed renovated. The new Full Moon Spa is to be found on a tiny separate island linked to the resort by a suspension bridge. www.universalresorts.com

Arbeitsgemeinschaft Südliches und Östliches Afrika (ASA):
This German-based marketing platform for smaller and medium-sized tour operators in Southern and Eastern Africa is the only organisation of accredited Africa specialists which acts to promote and develop tourism in these countries. Its 115 ASA members include local tourist offices, airlines, tour operators, travel-agent chains, service providers in Southern and Eastern Africa as well as companies with an interest in cooperation regarding economic and tourist-related issues in these regions. www.asa-africa.com

Information:

The Tourism Network, Kaunstrasse 21, 14163 Berlin,
Tel. 030 80496565, Fax: 030 80496560,
Email: fg@grafenstein.net , Web: www.tourismnetwork.de

Press contact:
Hanna Kleber c/o Kleber PR Network GmbH
Hamburger Allee 45, 60486 Frankfurt
Tel. 069 7191 36-0, Fax: 069 7191 3651
Email: tourism-network@kprn.de

Grafenstein Freizeit- und Tourismuswerbung:

At the beginning of 2005, Grafenstein Freizeit- und Tourismuswerbung GmbH will present its two established Portugal publications, Portugal Sales Manual and Portugal Magazin in a new, revised format and new layout.
In the Sales Manual, directed at travel agents and tour operators, the regional sections will have received close attention, whereas the consumer-oriented magazine will bring a mixture of impressive photographic material and relevant articles on the regions next to concise information on planning a holiday.
We are also opening up new distribution channels for Portugal Magazin: in addition to the display at consumer fairs and distribution through ICEP, wide-scale coverage is guaranteed by sales of Portugal Post at newsagents and in Portuguese restaurants, grocers and other outlets.

Grafenstein Freizeit- und Tourismuswerbung:

In its latest issue 20/2004, the German computer magazine ‘Computerbild’ tested the new website for specialist Asia tour operator Geoplan Touristik GmbH (www.geoplan-reisen.de) and passed a verdict of ”very good”. Receiving a mark of 1.47, the Geoplan website is catapulted straight into fifth place of all 117 tour operators and airline representations on the Internet under review (www.computerbild.de/internet-bestenliste). In its test report, ‘Computerbild’ stresses the site’s ”original layout” as well as the ”very good help features” and, above all, the excellent content and ”very good search functions”.
”Which goes to show that our concept of Multi-Level-Involvement (MLI) was right,” says Juliane Metz, Grafenstein Freizeit- und Tourismuswerbung GmbH Project Manager.

In January 2004, tour operator Geoplan Touristik GmbH entrusted Grafenstein Freizeit- und Tourismuswerbung GmbH with the conception and the design of its new Internet site, which has been on-line since July.

Grafenstein Freizeit- und Tourismuswerbung:

The advertising budget of VisitBritain goes to Berlin for the next three years. Grafenstein Freizeit- und Tourismuswerbung GmbH was put in charge of the 7 digit budget. From october on, throughout the integrated campaign city shorttrips will be specially promoted.
Against the background of increasing competition among the travel destinatons the fixed aims seem to be very ambitious:
Close to 50 % new adresses of potential customers in Central Europe (Germany, Switzerland, Austria, Poland and Russia) within the next two years and a clear increase of the return on investment. "The time for experts has come" Frank Grafenstein, general manager of the agency says delighted. The agency already works for destinations as France, Ireland, Malta, Portugal and Thailand.

Grafenstein Freizeit- und Tourismuswerbung:

Following the positive response to Malta-eLearning, the Maltese Tourist Board has decided to continue with the programme and thus developed a further seminar and large-scale competition in cooperation with Grafenstein Freizeit- und Tourismuswerbung GmbH, called "Profi-Test".
While the first five seminars mainly covered background knowledge of tourist destinations, the sixth will focus on the various services on offer by German tour operators and their Maltese business partners (i.e. hotels, incoming agencies, sports facilities, language schools etc.). The product seminar will be continually updated in the coming weeks and months with new products as they appear.

Grafenstein Freizeit- und Tourismuswerbung:

Coinciding with the "rentrée", the beginning of the French school term, is the launch of the new series of travel magazines Tours de France, which we have been producing for the French Maison de la France as well as for participating regional tourist offices. The issues "France", "Limousin", "Picardy", "Alsace", "Normandy" and "La Réunion", published in 2004, will be joined in 2005 by the edition "Provence, Southern Alps, Côte d’Azur".
From 13th October 2004, we shall be opening up new avenues with the publication of the special edition "Tours de France Saison" for the Alsatian Tourist Board. The special format edition (19x26 cm) will appear bi-annually in a Spring/Summer and Autumn/Winter issue and be distributed as a supplement in target-oriented magazines – as an example, the Autumn/Winter edition 2004/2005 will come with the autumn edition of the German gourmet magazine DER FEINSCHMECKER. Bon appétit!

Grafenstein Freizeit- und Tourismuswerbung:

Visit Britain has commissioned Grafenstein Freizeit- und Tourismuswerbung GmbH to build its booth for the big annual Russian tourism fair MITT at the end of March.

Grafenstein Freizeit- und Tourismuswerbung:

Visit Britain’s new marketing strategy will see it focusing energy on two segments - younger travellers and the more affluent cross-Channel visitor. Grafenstein Freizeit- und Tourismuswerbung GmbH has been commissioned to produce an upmarket brochure for the moneyed target group, which is currently in preparation.

The Tourism Network:

This year Terra Trends GmbH has joined forces with the Berlin travel agents’ group to organize a Go Asia roadshow in major German cities, which will reach more than 2,000 agents. The planned stops are: Berlin, Hannover, Schwerin, Düsseldorf, Hamburg, Essen, Bielefeld, Paderborn and Rostock, and the first event will be in May in Berlin. More information at www.reisebuero-stammtisch.de

Grafenstein Freizeit- und Tourismuswerbung:

Kleber PR Network is a full service and network agency specializing in customized communications solutions, and has been a member of the Tourism Network since early 2002. Kleber awaits your visit to its website, designed by Grafenstein Freizeit- und Tourismuswerbung GmbH:
www.kleber-pr-network.de

Grafenstein Freizeit- und Tourismuswerbung:

Due to its overwhelming success, and demand from enthusiastic graduates, a continuation of the Malta Online Seminar is already in preparation for June 2004.

Terra Trends:

In the tourism trade journal Touristik Aktuell, the Tourism Network has recruited an experienced media partner. The advantage for Go Asia members: The cooperation will ensure that their news will be published on a regular basis.
Touristik Aktuell and Go Asia will jointly run a reader survey to find the best service providers in a number of categories, with awards to be presented at the next ITB.

Grafenstein Freizeit- und Tourismuswerbung:

The online seminar is designed and set up by Grafenstein Freizeit- und Tourismuswerbung and has been online since 1 October 2003. In that short time it has become one of the most popular web-based training courses for agents. Currently 1,800 agents are in training, while a further 500 have already finished the course and gained the title “Malta Travel Expert”. MTA presented the web seminar at this year’s ITB, where the top three winners from the first round received their prizes.



Participants love the clarity and design of the course, which offers a perfect combination of small teaching units with superb pictures, slide shows, language and cookery courses, and quizzes and games to test the learned knowledge.

Participants are guided from module to module by our mascot Grand Master Johnnie Valletti, who our enthusiastic Malta students and experts have come to love. Johnnie tells how the Knights of Malta came to the island, reveals the secret of Malta’s beginnings, teaches our students Maltese, dives through the screen, rides a bicycle, and is pleased every time a question is answered correctly. Apart from the tests that have to be passed, agents can use the funscores to measure their knowledge against the other participants.
This way learning is fun.

The knowledge database has established itself as an often-used tool for agents’ daily work. It provides up-to-the-minute downloadable information on all your questions about Malta holidays.

The e-learning community loves to meet up at the regular expert chat sessions, where you can ask tourism professionals or TV stars about their special recommendations and personal tips for Malta. FTI’s head, Dietmar Gunz, and Pierre Geisensetter have already faced the inquisitive questioners.



In response to the great demand, preparations are already in full swing to launch new modules for the e-learning platform, and accompanying events. The next stage is planned for May 2004.

Have we awakened your curiosity? Would you like to try it yourself?

At www.malta-schulung.de you can log on as a guest and convince yourself of the quality of our concept.

User name: guest
Password: guest

We have the ideal e-learning solution for your training needs. We would be pleased to make you an offer customized to your requirements, and look forward to hearing from you. Please contact:

Grafenstein Freizeit- und Tourismuswerbung GmbH
Juliane Metz or Frank Grafenstein
Kaunstr. 21
14163 Berlin

Phone: 030 80 49 12 57
Fax: 030 80 49 12 58
or
jm@grafenstein.net

Grafenstein Freizeit- und Tourismuswerbung:



Watched by journalists, sponsors and interested trade visitors at the MTA booth, the first three proud winners from the Malta Online Seminar received their prizes: a week for two at the luxurious five-star FORTINA Spa Resort, a week in the five-star Hotel HILTON Malta and a week in the five-star Hotel Corinthia Palace. You can find details of all thirty attractive prizes at www.malta-schulung.de.

Grafenstein Freizeit- und Tourismuswerbung:



MTA took a plasma screen to the ITB to show interested agents its new online seminar, designed and created by Grafenstein Freizeit- und Tourismuswerbung GmbH. Its participation statistics are impressive. The time and cost-saving training system is used by 1,750 registered agents, and 500 have already passed the examination that allows them to call themselves “Malta Travel Experts”.
The seminar has developed into an indispensable Maltese knowledge pool for agents.

The Tourism Network:



The Go Asia initiative, founded in summer 2003, had its own booth at the ITB for the first time. The exhibitors included Pimalai Resort & Spa, Paradise Beach Resort, Paradise Ko Yao, The Legend, Chiang Rai, Tongsai Bay Resort, Layana Resort & Spa and East West Siam Ltd.
Go Asia brings together tourism boards, airlines, tour operators and hoteliers from South-East Asia, cooperating in focused creative initiatives to strengthen Asia’s positive image. More information at www.goasia.de

The Tourism Network:

Grafenstein Freizeit- und Tourismuswerbung:

The completely updated second edition of the Malta Sales Guide came right on time for the ITB 2004. It complements the successful Malta Online Seminar, which kicked off in October 2003. During the coming year MTA’s brochures Malta Holiday Hints” and Malta Sales Guide will be merged into the magazine Malta Holiday, aimed equally at consumers, agents and operators.

Grafenstein Freizeit- und Tourismuswerbung:

Grafenstein Freizeit- und Tourismuswerbung GmbH has responded to market demand with two new publications: a special edition of the Portugal magazine on Madeira, the Madeira Special, and the brochure Events, Incentives and Conventions in Portugal.
The Madeira Special, a special edition of the Portugal Magazine, is tailored to the needs of German-speaking holidaymakers, while the incentive magazine employs impressive pictures, regional shorts and info boxes with special events to whet the appetite for Portugal’s broad range of MICE facilities. ICEP sends out both publications on request.

Grafenstein Freizeit- und Tourismuswerbung:

The third edition of the updated Portugal Sales Manual 2004/2005 came out right on time for this year’s ITB. ICEP sends it out on request, and it can also be found at all the major tourism fairs where Portugal is represented.

Grafenstein Freizeit- und Tourismuswerbung:

The hundred-page travel magazine France - Explore, Experience, Enjoy came out right on time for the opening of the ITB on 12 March 2004, rounding off this year’s Tours de France series. The six publications were launched by Thierry Baudier, director-general of Maison de la France, and Jean-Pierre Courteau, director of Maison de la France Deutschland, at a presentation at the French Embassy on 14 March with invited guests. Afterwards the successful cooperation was celebrated in fitting style at the Maison de la France party in the nearby Peugeot Avenue Showroom on Unter den Linden avenue.

Terra Trends:

Dusit Hotels & Resorts, one of Thailand’s largest hotel groups, was at the ITB in Berlin with its own booth. The commission to build the exhibition display was won by Terra Trends GmbH.

Terra Trends:

Brunei’s tourism board and the state-owned Royal Brunei Airlines will be represented at the ITB in Berlin with a booth planned,constructed and managed by Terra Trends GmbH.

Grafenstein Freizeit- und Tourismuswerbung:

Geoplan is breaking new ground in website design. The Asia-specialist tour operator’s website will be the first to adapt to users’ habits while they configure their individualized dream holiday. The concept generates enthusiasm for the service, thus fostering customer loyalty.
Planned launch: 15 May 2004 at www.geoplan.net

Grafenstein Freizeit- und Tourismuswerbung:

Five regional magazines - for Alsace, Picardy, Normandy, Limousin and La Réunion - were published at the beginning of January for the first consumer fairs of the new year (Berne and CMT Stuttgart). Customers and readers responded favourably, and at the ITB some of the editions were already all gone by day three.
As you will remember, in May last year the French tourism board, Maison de la France, commissioned us to produce their series of image and travel brochures, Tours de France (see last newsletter, entry for 8 May 2003), for which we developed a new editorial and marketing concept centred on quality journalism and design.

Grafenstein Freizeit- und Tourismuswerbung:

This year we have designed our first "Bus Planner Great Britain 2003" for the British Tourist Authority. This manual, tailored to the needs of bus tour operators, compiles all the informations necessary for planning and operating bus tours, including lots of different suggestions for bus routes. The "Bus Planner" goes to bus tour operators, is handed out at fairs, and is a very good tool if you want to enter this particular market segment. And - just as with our sales manuals and magazines - a large part of the costs for this well structured, high-quality brochure is covered by adverts.

Also for the British Tourist Authority we are for the second time designing the booths at the consumer fairs in Frankfurt, Hamburg, Munich, and Stuttgart. Our new fair booth system has proved to be very worthwhile, and is sent around with the new presentation charts.

Grafenstein Freizeit- und Tourismuswerbung:

This time we took on board Juliane Metz, as trafficker and editor. And to give you some more nautical imagery: she is the ship´s first mate, who will navigate our projects, not expecting very stormy but rather frequented waters.
With her masters degree in classical archaeology, ancient history and philosophy, and her experience as editor, she is just the right person to manage and co-ordinate all the different information necessary - especially for our more complex projects such as the magazines and the sales manuals.

Geomedia:

GeoMedia brought shooting for the TV travel series Reiselust to a successful close in November. The series will screen on ZDF television in October 2003. Our newsletter will keep you posted on the exact times and dates!

Grafenstein Freizeit- und Tourismuswerbung:

In 2003 as in the previous year, the British Tourism Authority entrusted us with organising its consumer fair stands for Germany.

Grafenstein Freizeit- und Tourismuswerbung:

Rich rewards crowned our first activities at a trade fair abroad. Grafenstein Freizeit- und Tourismuswerbung GmbH this year garnered another contract from the British Isles. We constructed and dressed the ENC stand at the Dublin Holiday World, again using the concept that proved successful with the consumer fair stands created for the British Tourism Authority in 2001 and 2002!

The Tourism Network:

The international airline operates a state-of-the-art fleet and has put us in charge of various tasks related to corporate design and sales promotion. The beginning of a promising partnership!

Grafenstein Freizeit- und Tourismuswerbung:

The "ThailandUrlaub" magazine´s huge success encouraged us to launch the first "Thailand Wassersport" brochure on behalf of the Tourism Authority of Thailand. Interested end consumers will find comprehensive information on all water sports offers available at this destination. The brochure lists local water sports providers as well as Germany-based specialty travel agents.

The Tourism Network:

The tourism network links the five partner companies terra trends GmbH, GeoMedia, Passboard Communication GmbH, Grafenstein Gmbh and Kleber PR Network GmbH. These tourism experts have joined forces to offer clients from the tourist industry a comprehensive and cost-effective marketing- and communication package. Travel agents and tour operators now receive all services from a singl e partner - concerted marketing and media activities generate valuable synergy effects. The new tourism network unites experienced German marketing and communication service providers in the tourism industry.

Geomedia:

From March 2003 GeoMedia is issuing a new electronic newsletter. Reisespiegel News will reach all regular clients of Geoplan tour operator every two months.

Terra Trends:

Myanmar (formerly Burma) has entrusted Terra Trends GmbH with the German representation of its tourist destinations from this year on.

Grafenstein Freizeit- und Tourismuswerbung:

In time for the ITB "Festspiele Mecklenburg Vorpommern" presents a whole new programme we are proud to have designed for the third year running. The festival features top-class concerts with young artists performing at outstanding venues set in the beautiful landscape of Mecklenburg-Western Pomerania. Programme details and tickets are available at www.Festspiele-MV.de!

Grafenstein Freizeit- und Tourismuswerbung:

Another batch of new editions - our seasoned sales guides and sales manuals hit the market in time for the ITB. Our publications on Poland and Portugal give travel agents and tour operators the in-depth information they need for selling destinations.
The Portugal Magazine runs to its second edition. Late-breaking features and articles, portraits of all regions and travel information chiefly target end consumers.

The Tourism Network:

With an edition of 15,000 copies, Terra Trends in cooperation with the embassies of Vietnam and Myanmar brings "Vietnam Magazin" and "Myanmar Magazin" to the market - just in time for the ITB. Both brochures target end consumers and travel agents. Concise, lavishly illustrated features present these countries´ different regions and their most attractive tourist highlights. The booklets also summarize important travel information and list specialty tour operators.

The Tourism Network:

The stand presents Tourism Network partners (Terra Trends, Kleber PR Network, GeoMedia, Grafenstein Freizeit- und Tourismuswerbung, Passboard Communication GmbH) and the Asia Travel Collection, an association of selected players from the Asian tourist industry, ranging from hotels to DMCs as well as ferry- and flight operators.
If you are planning to visit the ITB, be sure to stop over at our travel lounge (Booth 104 in Hall 26) from 5 p.m. on 9 and 10 March - we look forward to welcoming you!

The Tourism Network:

On Sunday 9 March 2003 the Tourism Network arranges a Press Conference at the Fair Booth at 4 p.m.

Geomedia:

The new travel review hits the market in April - this time focusing on "Sommer in Asien"!

Grafenstein Freizeit- und Tourismuswerbung:

The Maison de la France has entrusted Grafenstein with producing its Tours de France magazine for the German market for the next three years.

Starting next year, the magazine will consist of two parts, an image- and travel magazine and a small pocket guide.

A new, attractive layout will enhance this travel- and lifestyle magazine´s appeal. Contents range from riveting photographic coverage to fascinating stories and close-up portraits, allowing a personal, eye-level approach to France and her people. The editorial staff are your trusted guides and share exclusive insider knowledge.

The compact guide coming with the magazine fits in every pocket. It contains concrete travel offers that make it both an indispensable travelling companion and the optimal medium for an optimal presentation of tourism products.

Innovative contents and layout are complemented by a new advertising and marketing strategy. Above and beyond traditional advertisements, imaginative approaches to advertising and cooperation will effectively increase the expected profits and reduce production costs. Be it product placement, advertorials, features targeting specific tourism products, sweepstakes designed for a specific partner or country - the possibilities are endless. Media collaboration with other magazine titles will significantly increase readership numbers.

The Tourism Network:

Deserted airports, empty hotel lobbies, abandoned cities, people wearing mouth protection: these shocking pictures flicker daily across our screens. Is it all just a hype - or will travelers indeed have to postpone their long-planned Asia trip? This doubts should be cleared up now! On an invitation of the marketing and communications experts of "The Tourism Network" more than 25 representatives of the affected businesses - including airlines, travel promoters and representatives of travel agencies - met in Frankfurt, to discuss concerted actions to
overcome the Asia crisis.

It is the goal of the tourism experts, to reestablish a realistic view of the situation in Asia by a joint educational campaign in the relevant media, aiming at the businesses and the end consumer. For that purpose the network has introduced the "Go Asia" initiative, which the participants of the workshop welcomed with great enthusiasm. During the meeting the Tourism Authority of Thailand (TAT), Thai Airways, Royal Brunei and the Dusit Hotels assured their active participation. Also, representatives of Singapore Airlines and the Singapore Tourism Board (STB) as well as EVA Air, Vietnam Airlines, VSOE-Orient Express, GeBeCo, Bangkok Airways and the Malaysia Tourism Promotion Board (MTPB) expressed great interest in joint actions.

Within the following weeks all participants intend to turn the initiative in a 3-step plan into reality. Because on one issue even the competitors at the table agree: they will only be able to achieve a substantial change of the travel situation to Asia if they act jointly. The next meeting will take place this coming Tuesday, 27 May, at 11 a.m. at the Maritim Hotel, Frankfurt. There will be more Asia specialists as well as representatives of the major German travel promoters and the specialized press will enlarge the circle.

Even today the Internet portal of the "Go Asia" initiative was announced. From 20 June on Asia fans and those, who do not want to have their dreams of the most enticing part of our earth spoiled, will find unique special programs at special prices
at www.goasia.de. But the website is only a temporary platform, which is intended to create increased knowledge and understanding in handling SARS (Severe Acute Respiratory Syndrome). It will provide news and tips from the Southeast Asian countries on a regular basis and will present so far unknown destinations. Also, an expert team of the Tropical and Travel Medicinal Institute in Berlin will join the educational campaign and publish up-to-date information on the subject health and travel.

In cooperation with the well-known magazine "Reise & Preise" for the first time the "Go Asia Award" is announced - with the readers comprising the jury - for the categories "City Breaks" (unique city stays), "Asia Explorer" (most beautiful cultural and round-about trips) and "Hideaways" (dream islands and unknown destinations). They are looking for the most desired metropolis, the most creative travel promoter, the most beautiful destination and the best airline. Starting with issue 3/2003, which will be published on 16 July, the magazine will start surveying reader opinions, in order to provide the results in October.

At the beach without risk!
The Go Asia Experts recommend: take the risks of the sickness seriously, but don´t generalize the danger potential! After the World Health Organization (WHO) has declared Vietnam "SARS Free", not one Southeast Asian country is left among the most recent warnings of the Ministry of Foreign Affairs! Also, the renowned Bernhard-Nocht-Institute, Hamburg, classifies the risk of an infection at airports as "relatively low".

More information at : The Tourism Network, Kleber PR Network, Hanna Kleber, Höhenstrasse 5, 61476 Kronberg, Tel: 06173 65 552, Hanna@Kleber-PR-Network.de
or at: Terra Trends, Frank Grafenstein, Kaunstr. 1, 14163 Berlin, Tel 030/80 49 1257, fg@grafenstein.net

Grafenstein Freizeit- und Tourismuswerbung:

A great connoisseur and lover of all things French, Nicolai Blanck in countless journeys has come to know France like the back of his hand. His degree in French and history, which he studied in Germany and Aix-en-Provence, as well as his experience as a reader at the Berlin-based Propyläen publishing house make Nicolai Blanck the ideal project leader and editor of the new France magazines we will assemble for the Maison de la France from this year on.
Karolina Olszewska supports the German advertising clients of our publications on Southeast Asia, Portugal and France, and is the contact for our Polish partners.

Terra Trends:

Created by Terra trends in the context of the goasia campaign, this new Internet platform offers travellers to Asia all the information they need. The website went online on 1 July 2003 and addresses both consumers and travel agents.
Apart from general information on destinations and travel as well as possibilities of ordering catalogues, the website presents the latest news, PEP offers and helpful suggestions for travel agents. The site is sponsored by the 20 permanent goasia members and has
already registered 15,000 visitors and 230,000 page impressions - www.goasia.de

Grafenstein Freizeit- und Tourismuswerbung:

The first of five seminars will go online on 1 October 2003, enabling travel agent staff to acquire expert knowledge on Malta. This German-language e-learning course is free of charge and includes a final exam after completion of the five seminars. Successful candidates are awarded a certificate. Fun and games make learning an entertaining as well as educational experience - enrol now at www.Malta-Schulung.de!

Grafenstein Freizeit- und Tourismuswerbung:

For the official marketing body Tourism Ireland, Grafenstein Freizeit- und Tourismuswerbung GmbH is producing a CD-Rom with information on the island´s wide variety of incentive offers. In addition to presentations, a video, an image archive and an ordering form for further information material, the CD includes the hilarious Shear the sheep game.

Grafenstein Freizeit- und Tourismuswerbung:

Geoplan is a specialized travel agent focusing on destinations in Asia for whom we once again produced the 208-page catalogue Best of Asia 2003/2004. The catalogue´s new layout takes up suggestions by clients. The first double-page spreads feature a selection of magical holidays ranging from wellness to nature&adventure, Robinson resorts and legendary journeys.
The new structure and special icons help readers find the offers they are looking for in the lavishly illustrated catalogue, which from this year on also includes Geoplan´s offers in Arabian travel.
For Geoplan, Grafenstein 85104 is also designing the clients´ magazine Reisespiegel 3/2003, which will appear at the same time as the catalogue.

Grafenstein Freizeit- und Tourismuswerbung:

As in the past two years, Grafenstein Freizeit- und Tourismuswerbung GmbH has prepared a new edition of the Ireland group planner. The colourful, lavishly illustrated brochure offers information on group tours in Ireland and contains all information required for selling group tours. This makes the planner an indispensable tool for every group tour operator.
The British tourism authority VisitBritain has commissioned us to produce its coach tour planner, which tailors all information required for selling coach tours to Britain to the needs of tour operators. Like all our sales manuals and consumer magazines, the coach tour planner is financed through advertising.

Grafenstein Freizeit- und Tourismuswerbung:

Completely revised and updated issues of the successful Portugal Sales Manual and Portugal Magazine will appear in autumn 2003. But this is not the only project we are undertaking on behalf of the Portuguese tourist authority. Two further brochures are in preparation: a special edition of the Portugal Magazine, the Madeira Special, and an incentive magazine.
These brochures are our response to the vast demand in the tourist industry in Germany and Portugal. Both will appear in time for the ITB 2004.

Grafenstein Freizeit- und Tourismuswerbung:

After the Maison de la France entrusted us with assembling the Tours de France magazine covering the whole of France, five regional tourist authorities based in five French regions commissioned us to produce their brochures for the German market: Normandy, Picardy, La Réunion, Alsace and Limousin. While the main magazine will be issued in time for the ITB 2004, the five regional magazines will be available as early as January.

Grafenstein Freizeit- und Tourismuswerbung:

Our first project in an international collaboration reaching out beyond the German source market is the Great Britain Sales Guide for the Polish market. We rely on a firm basis of detail knowledge on the targeted markets and destinations in both countries, and an excellent relationship with partners in the Polish tourism industry. The British tourism authority has been consulting our services since 1999, the Polish tourism authority since 2000.

Grafenstein Freizeit- und Tourismuswerbung:

The new, modular trade fair system developed for GO ASIA will come into operation in the 2003/2004 season. Visit GO ASIA stands at the following locations:

• TC Leipzig 19-23 November 2003
• Reisemarkt Cologne 28-30 November 2003
• Reisen Hamburg 11-15 February 2004
• CBR Munich 15-18 February 2004

Grafenstein Freizeit- und Tourismuswerbung:

Apart from trade fair stands at various German consumer fairs, VisitBritain has this year commissioned us to construct its stand at the RDA. The largest coach tourism trade fair in Europe takes place in Cologne and was another occasion for us to deploy the travel-trade version of our seasoned stand construction concept. Grafenstein was once again in charge of all aspects of organization and planning.

Grafenstein Freizeit- und Tourismuswerbung:

For the TOUR + Travel trade fair taking place in Warsaw from 25-27 September 2003, VisitBritain has entrusted us with planning and organizing the travel-trade fair booth.

Grafenstein Freizeit- und Tourismuswerbung:

The first e-learning-platform designed and constructed by Grafenstein in order to communicate knowledge on Malta has been online since 1 October 2003 - with resounding success.
More than 1,300 participants have registered so far and actively use the platform to extend their expertise.