Presentatie Endorsed branding strategie op Destination'13

1. Endorsed branding Visitflanders
26/04/2013
Tomas Vanderplaetse @suntapes @visitflanders

2. Flanders?

3. Flanders: Art cities
Bruges, Brussels, Gent, Antwerp, Leuven, Mechelen

4. Flanders: Belgian Beer

5. Flanders: Belgian Chocolate

6. Flanders: Cyclism & Flandriens

7. Flanders: Fashion

8. Flanders Fields & Ypres

9. Endorsed branding

10. Passionate communities

11. Different niche communities

12. Flanders is a festival!

13. #fiaf12

14. Goal #fiaf12:
Increase awareness of Flanders as a festival destination
Bring online influencers to Flanders to experience the festival scene & stimulate conversation about Flanders

15. Target markets
UK
Denmark and Sweden
France
Spain
Italy
The Netherlands
Austria
Germany
China
USA
Japan
India
Russia

16. Biggest blogtrip in the world
 100 Bloggers from 13 countries
 Key influencers in music, travel, lifestyle, social media
 Personal program for every blogger: a unique festival experience +
touristic tips

17. Selection ‘key influencers’ based on:
 Online reach and audience
 Used networks (Twitter, Instagram, Blog,
Facebook, mix, …)
 Match #fiaf12
 Personality & passion
 Location and language
Biggest blogtrip in the world

18. Biggest blogtrip in the world: effort

19.  Connection with bloggers as festival buddies
 Authentic stories about festivals & destination
 Happy bloggers & inspiration for their followers
 ‘Ambassadors’ for Flanders
Biggest blogtrip in the world: return

23. http://www.brain-magazine.com/article/reportages/10817-Blog-Trip-en-Flandre

25.  Number of written blogposts: 257 (so far)
 Number of unique visitors: > 7.500.000
 Total reach of blogposts: > 11.500.000
 Number of Facebook fans of all bloggers: > 300.000
 Number of Twitter fans of all bloggers: > 550.000
Some numbers

26. Flanders festival express

27. Flanders festival express

28. Flanders festival express competition
 279 people entered the competition
 9.666 new FB fans
 13.394 stories posted by
11.904 different people
 Potential reach of 4.8 million

29. Flanders is a Festival
@fiafexpress
Flanders festival express

30. Flanders festival express
 Engagement on the page is 2.96%: 3 times the
average interaction on facebook.
 Ambassadors for Flanders
 Earned media in Spain, Netherlands, Austria,
Germany, Italy

31. Cycling in Flanders

32. www.cycling-in-flanders.com

33. Goal Cycling project:
- Increase awareness of Flanders as an international cycling
destination

34. - Movement rather than campaign (long term)
- More focus on content to reach bloggers/key
influencers

35. Thank you!
Tomas Vanderplaetse @suntapes