How can you convince me to spend my holiday weekend at your destination? Hmmmm, let's see. To start with, maybe by showing me how I can visit the places I’ve always wanted to see. By proving to me that you can offer the fun, culture, food, hospitality, … that I'm looking for. And maybe by offering a suggestion or two (or ten, or fifty) to make my time away even more special.
Toerisme Vlaanderen wants to achieve just that to everyone in the Netherlands planning a trip to Flanders. About time we got personal...
Travel & Destination management
CRM, content production & syndication, data driven
Advertising (offline + online), PR, outdoor, point of sale, website, direct marketing
Knowing is going
We needed two databases. One with information about destinations, another with details on customer profiles and preferences. And we wanted to monitor it all: user behaviour on the website, e-newsletter clicks, telephone orders, coupons from direct mail, participation in games and contests. All data were gathered, used to profile customers and tailor messages to their needs. And as well as this knowledge-based Data Mining approach, we used SEO, PR campaigns, outdoor tactics, point-of-sale communication and partnerships to spread the word to new target groups outside our databases. And of course: content is key in all this. We don’t sell products, regions or cities. We sell stories.