1. Along the
European Route of
Brick Gothic
Entlang der Europäischen Route der
Backsteingotik
Successful Marketing of a
cultural route on the
Baltic Sea shores and in
its hinterland
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

2. Preface
Brick Gothic - ?
Cultural Routes and
Networks
Critical Mass of Potential
Visitors
Organisation, Cooperation
Heritage Marketing
Resources
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

3. Brick Gothic heritage
Kulturerbe Backsteingotik
- medieval (c.13-16)
- Hanseatic-inspired
-concentrated around and
South of Baltic Sea (its USP)
-many 100s of brick Gothic
monuments
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

4. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

5. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

6. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

7. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

8. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

9. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

10. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

11. Cultural Network
Kulturerbe Backsteingotik
- no drive-by or -through
- roads: not important
-optional combination of sites
and cities
-no need to „travel the route“
but be inspired by more sites
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

12. Critical Mass of Visitors
Attraktion für Besucher?
- not (only) for „Gothic Freaks“
-target group: tourists interested
in music & culture, nature,
activities, history, religion etc.
-well-educated, affluent, often
retired, often and outside season
travellers
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

13. Organisation&cooperation
- from project to reg. Association
- Members: mainly cities
-Committees: Marketing/Heritage
supply content
-Regular meetings, 3-level-
activities (city – management –
common projects)
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

14. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

15. Heritage Marketing
- trilingual website, regular update
-PR based on: Management+35
member cities and institutions
-limitation to print media: travel
guide, local EuRoB flyers, posters
and roll-ups, add. local info
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

16. Heritage Marketing
complementing themes: Culture and
Cities (Study tours etc.), Hiking,
Cycling, water tourism, nature, sea,
old architecture, historic tours,
experience outside tourism season,
history, Hansa, Middle Ages
-
CrossCulTour – European Cultural Tourism, Heritage Management,
Culture Tourism Management, 07 September 2011
Christoph Pienkoss
European Route of Brick Gothic, Berlin

17. Resources
- from 1.6 Mio. to 80 TEUR 
-absolute condition: most
incentives given by management,
the network cooperates, local
networks are set up and improved
-external/project funding to some
extent
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

18. Foto: André
Hamann
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

19. Potential
- careful tourism development:
language skills, openness of people
and institutions, quality of service
provision, exciting offers, sensible
use of heritage, common products
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

20. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

21. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

22. CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin

23. European Route of Brick Gothic
[Europäische Route der Backsteingotik e.V.]
Christoph Pienkoß (General Management)
Europäische Route der Backsteingotik e.V.
(Route Management)
Littenstrasse 10
D-10179 Berlin
T +49 (0)30 2061325-59, F +49 (0)30 2061325-1
E c.pienkoss@eurob.org, www.eurob.org
CrossCulTour – European Cultural Tourism, Heritage Management, Christoph Pienkoss
Culture Tourism Management, 07 September 2011 European Route of Brick Gothic, Berlin