Professional Documents
Culture Documents
Promotion Strategy
Promotion Strategy
Compiled by:
Czech Tourist Authority CzechTourism
Vinohradsk 46, P.O.Box 32, 120 41 Praha 2
Tel.: +420 221 580 111, fax: +420 224 247 516
www.CzechTourism.cz
www.CzechTourism.com
Number of words
228
300
The next vision of ours is that Prague will be European city destination
number three in the year 2010.
We consider only London and Paris the metropolises, which will in the long
term continue to be more required tourist destinations than Prague. We can
outdo other cities (such as Vienna, Amsterdam, Copenhagen, Berlin, Budapest
and others).
We are certain that our country, its culture, historic sights and significant
towns objectively represent such an interesting tourist product that the abovementioned vision is reachable. The only fact, which could preclude our vision
from its realization, is our insufficient activity and inefficiency.
2. Targets
The basic measurable target is to maximize the revenue from tourism, which
can be reached in three mutually non-excluding ways:
by higher number of tourists coming to the Czech Republic;
by longer stays of tourists in the Czech Republic;
by higher expenditures of tourists in the Czech Republic.
The success of reaching the target is measurable by means of a satellite
account, statistical methods of the Czech Statistical Institute and the Czech
National Bank and by selective inquiries. With regard to the contemporary
possibilities, mainly the inquiry at the border crossings, proceeding
periodically, will be used during the first years.
2 400
Invention Law
8 700
43 200
over 8 000
3,5 hours
b. Lets not search for the success in the product, lets search for it in
the minds of clients
An association rooted in the mind of a consumer has a bigger influence at
deciding than the reality that the man meets.
For pushing oneself to foreign markets one must select maximum briefness
and simplicity of the formulation.
At the same time, this association should not be altered, because human
thinking is very inertial and conservative. Developing an association is a longtime procedure, requiring an intensive impact on potential clients and
considerable financial means.
Such a strong association has not been established for the Czech Republic yet.
Strong motivation factors for a visit
The association is to be established because of the following facts:
a.
b.
c.
d.
e.
f.
The factual aim of the new strategy is to build one truly strong association
connected with the Czech Republic by the year 2010.
Also from the marketing point of view, creating only one association is the
most advantageous.
Today, human brain is glutted with information. It reacts on this reality by
developing filters and evolves the ability to connect each product with one
II
Hungary
Austria
Croatia
Stay in open
nature
Winter sports
Water sports
Many interesting
castles and chateaus
Agro-tourism
Mountain tourism,
mountain-climbing
Adventure,
adrenaline sports
Galleries and
museums
Shopping
Adventure
Night life
Many interesting
sights, which
are worth visiting
Abreaction
Many interesting
Boating
museums and galleries
Many beautiful
towns
Golf
Shopping
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Hungary
Austria
Croatia
Golf
Many interesting
sports actions
Learning about
culture
Winter sports
Adventure, adrenaline
sports
Adventure,
adrenaline sports
Purchasing souvenirs
worth visiting
Many sights,
Agro-tourism
Water sports
Relaxation, recovery
Mountain tourism,
mountain-climbing
Shopping
castles and chateaus
Many interesting
Cycle-tourism
Winter sports
Relaxation,
recovery
This thesis can be documented on the fact that the tourists visiting the Czech
Republic:
a) are next most interested in visiting Austria, less Croatia and the least
Hungary;
b) have the biggest liking for Austria, the least for Hungary;
c) from the monitored countries they have the biggest experience with
Austria, less experience with Croatia and the least with Hungary.
Average tourist
Even objectively good conditions for certain tourist activities do not guarantee
that a foreign tourist considers our republic ideal right for these segments of
tourism. The inquiry does not imply that the informants consider the Czech
Republic unfit for agro or cycle-tourism, but they prefer other destinations for
this kind of activities.
If we imagine the countries as persons, how would they be perceived?
The Czech Republic
Friendly
Hungary
Differs, deviates
from the rules
Austria
Is concerned about
the social position
Croatia
Likes to risk
Caring
Cold, abstract,
is standoffish
Traditional,
conservative
Bold, fearless
Woman
Likes to risk
Cold, abstract,
is stand-offish
Acts young
Considerate
Acts older
and sober
Respects traditions
Enjoys life,
amuses oneself
Educated, intelligent
Modest
Educated, intelligent
Differs, deviates
from the rules
11 %
Sights and history
10 %
33 %
Holiday sportsman
12 %
Leisure visitor of
towns
34 %
Amusement and
night life
Hungary
Responsible
for the others
Austria
Enjoys life
amuses oneself
Croatia
Silent, reticent
Carefully fulfils
its duties
Tolerant, without
prejudices
Thoughtful,
meditative
Enjoys risking
Is concerned about
the social position
Friendly
the social position
Is concerned about
Thoughtful,
meditative
Woman
Reliable
Traditional,
conservative
excellent
Comfort
very good
Shopping
very good
average
average
average
poor
poor
These tables show in a simplified way the findings drawn from complicated
statistical and graphical data.
The research also set our unambiguous competitor from the monitored
countries Austria, towards which we must definitely form ourselves.
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Surprising
Friendly
Cognition
Freedom, space
Density of sights
Efficient utilizing of time
Predictable, reliable, secure
Safe
The strategy defines the basic features of a holiday in the Czech Republic
Comfortable, peaceful, unchallenging, calm, pleasant, get-at-able.
III
Jindichv Hradec
Hlubok nad Vltavou
Litomyl
These are the characteristic features specifying the Czech Republic towards its
main competitors, which are Austria and Germany. These countries are on the
contrary perceived as demanding (both physically and psychically), less
peaceful with less friendly nature of their inhabitants.
Our aim is that by the year 2010 every European would automatically
associate the Czech Republic with CALM and EASE.
National products
Today the Czech Republic has only one national product Prague and other
two places aspire to this position Karlovy Vary and esk Krumlov.
2. In the second wave the CzechTourism foreign agencies will promote the
main National products (Prague, Karlovy Vary, esk Krumlov, rock towns,
Olomouc) and to each of the places will be organized only one optional
trip, which will be the most attractive for the specific market. The products
themselves and the optional trips will be prepared by the Regional
Department of CzechTourism in collaboration with the Regions of the
Czech Republic.
Our aim is that by the year 2010 every European would associate the Czech
Republic not only with our capital city, but also with the following products:
These first phases of the promotion will begin in July 2004 and will last
approximately till July 2007.
5 places
Prague
Karlovy Vary
esk Krumlov
Skaln msta (Rock Towns) including esk rj, esk vcarsko
and Adrpasko-teplick skly (Adrpasko-teplick Rocks)
Olomouc
National products are the products famous all over the world in the same
form. France, having more of such products such as Paris, the Eiffels Tower,
the Azure Coast, Brittany, the chateaus on the Loire can be an example.
IV
Each National product will have its manual, which will contain:
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EXTROVERT
Tolerant,
without prejudices
Wa
open
rm/
INDIVIDUALISTIC
Commu
nicat
i
ia b
Rel
Reliable
odest
le/m
Responsible
towards the others
Is concerned ab
out the
socia
lp
o
s
itio
n/S
elf
APPURTENANT
Solicitous
ent
pend
nde
i c/ I
Considerate
nam
ve/
soli
ci
Dy
tou
s
Leading type
Likes to risk
Modest
ish
a in
ed ,
ate
assion
disp
Tr
adition
alist
i
c
/
t
hou
gh
tfu
l
Traditional, conservative
str
Hardworking, tenacious
Educated, intelligent
INTROVERT
Silent, uncommunicative
Is different, deviates
from the rules
Individualistic,
self-centred
Re
Is concerned about
the social position
Thoughtful, meditative
The dotted part inside the circle shows the most frequented characteristic features of an average tourist. The darts illustrate the tendency of prevailing features. The point marks the average.
EXTROVERT
Tolerant,
without prejudices
Wa
open
rm/
INDIVIDUALISTIC
Commu
nicat
i
ia b
Rel
odest
le/m
Reliable
Is concerned ab
out the
socia
lp
o
s
itio
n/S
elf
Responsible
towards the others
APPURTENANT
Solicitous
ent
pend
nde
i c/ I
Considerate
nam
ve/
soli
ci
Dy
tou
s
Leading type
Likes to risk
Modest
ish
ate
assion
disp
Tr
adition
alist
i
c
/
t
hou
gh
tfu
l
INTROVERT
ed ,
Silent, uncommunicative
a in
Traditional, conservative
str
Is different, deviates
from the rules
Individualistic,
self-centred
Re
Is concerned about
the social position
Hardworking, tenacious
Educated, intelligent
Cold and impersonal, is stand-offish
Thoughtful, meditative
The dotted part inside the circle shows the most frequented characteristic features of an average tourist. The darts illustrate the tendency of prevailing features. The point marks the average.
www.CzechTourism.com
VI
0%
20 %
Perfect destination
for agro-tourism
IMPLICIT IMPORTANCE
40 %
60 %
80 %
100 %
OPPORTUNITIES
(the secondary priority)
The graph represents general factors considered by a tourist at selecting his holiday. The most
important conditions for a nicely spent holiday are encircled. The declared importance illustrates,
what reasons tourists state for spending their holiday. The implicit importance, drawn from the
real situation in practice, is more important.
CRUCIAL FACTORS
(the main priorities)
20 %
40 %
80 %
80 %
100 %
DETACHED FACTORS
DECLARED IMPORTANCE
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40 %
60 %
70 %
80 %
90 %
100 %
0%
Playing golf
20 %
Agro-tourism
Cycle-tourism
IMPLICIT IMPORTANCE
40 %
60 %
80 %
The graph
Graf
znzoruje
presents
vztah
relation
mezi between
oblibou konkrtnch
popularity ofaktivit
various
piactivities
dovolen
and
a skutenost
their ability odvozenou
to increase
z reln situace
motivation
potential
(implicitn
of holiday
dleitost).
destination
Nejoblbenj
(implicit importance)
aktivity jsou zakroukovny.
Boating
Hiking
Buying souvenirs
100 %
POPULARITY
VII
VIII
0%
20 %
40 %
60 %
80 %
100 %
120 %
140 %
0%
Agro-tourism
20 %
60 %
40 %
Cycle-tourism
80 %
Hiking
The graph presents relation between suitability of the Czech Republic for various holiday activities
and relative performance of our country on them in relation to other countries (relative positioning)
Golf playing
Boating
100 %
RELATIVE POSITIONING
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