Best Practice – Analysis in Cross-Marketing

Transcription

Project Report
WPA 3.2.1 Best Practice – Analysis in Cross-Marketing
Authors:
Dr. Andrea Möller
Michael Deckert
Munich, in May 2009
The project CrossCulTour is implemented
through the CENTRAL EUROPE Programme
co-financed by the ERDF.
2
Preface ...................................................................................................... 3
1.
Definition and delimitation of Cross-Marketing ............................... 5
1.1
Semantic Differentiations of Cross-Marketing .................................................................... 5
1.2
Objectives, Pro and Cons of Cross-Marketing ..................................................................... 7
1.3
Premises for successful Cross-Marketing ............................................................................ 9
2.
Procedures and tools of Cross-Marketing....................................... 10
2.1
Classification of Cross-Marketing tasks in the Marketing-Mix .......................................... 10
2.2
Cross-Communication Tools .............................................................................................. 11
2.2.1
Cross-Advertising ...................................................................................................... 11
2.2.2
Cross-Promotion ....................................................................................................... 12
2.2.3
Co-Sponsoring ........................................................................................................... 12
2.2.4
Cross-Referencing ..................................................................................................... 13
2.3
Cross-Selling....................................................................................................................... 14
2.4
Co-Branding, Ingredient-Branding, Product-Bundling and Couponing ............................. 17
2.5
Summary ............................................................................................................................ 18
3. Cross-Marketing for a transnational heritage and tourism network ..... 19
3.1 Transformations concerning brands concept, organisational structures and nature of
tourism product........................................................................................................................... 19
3.2
Levels of Cross-Marketing for a Transnational Cultural Heritage Network....................... 21
3.3
Cross-Communication and Promotion on Global or European Level................................ 24
3.4
Potential for regional Cross-Marketing and product development .................................. 27
3.5
Cross-Marketing potential in view of CC project environment ......................................... 29
3.6
Results of Best Practice Workshop on Cross-Marketing in Berlin ..................................... 32
4.
Consequences for further procedings in CrossCulTour and Policy
recommendations.................................................................................... 35
4.1
Further proceedings in CrossCulTour ................................................................................ 35
4.2
Policy recommendations ................................................................................................... 35
ANNEXES ................................................................................................. 38
Literature................................................................................................. 50
3
Preface
CrossCulTour aims at preserving and promoting cultural sites and landscapes through an
adequate Cross-Marketing approach to cultural tourism. Based upon the network of Romanesque
routes within TRANSROMANICA, CrossCulTour considers further stylistic periods and establishes
collaborations with marketing partners linked to cultural heritage and promotes also cross sector
approaches.
The project seeks to identify synergies and Cross-Marketing approaches in order to create
competitive products, which are able to exist in contemporary strongly globalized tourism market.
The common cultural resources of the Romanesque offer the adequate opportunity to search for
these approaches in the cultural tourism sector and create mutual marketable cultural tourist
products.
TRANSROMANICA e.V.
In 2007 nine concerned European regions with Romanesque cultural heritage out of seven nations
organized themselves for their own joint-commercialisation in Transromanica e.V., within INTERREG
IIIB funded by ERDF. The following regions are integrated:
o
Emila-Romagna and Piedmont/ Italy,
o
Kärnten /Austria,
o
Slovenia,
o
Serbia,
o
Burgundy in France,
o
Sachsen-Anhalt and Thüringen in Germany and
o
Cross-border region Romanesque Europe in France and Spain.
Each region operates as an independent destination label, partly with own tourist routes, which link
up the Romanesque monuments. However economic and social disparities, mainly peripheral
landscapes, participation failure in foreign markets and lack of knowledge transfer in and between
the regions endanger their actual competitiveness.
CrossCulTour comprises important TRANSROMANICA regions (Province of Modena, Thuringia,
Saxony-Anhalt, Slovenia and Carinthia) as well as the Province of Asti as part of Region Piedmont.
CrossCulTour is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.
Involving nine partners from Germany, Austria, Slovenia and Italy with different scopes
connected to cultural tourism – tourism marketing organisations, universities, development
agencies – the project runs from December 2008 to November 2011.
A best practice analysis in Cross-Marketing, which capitalizes on past and current initiatives,
regarding also multi-sector approaches (3.2.1, report May 06), lays ground for the search and
formation of involvement of best practice partners for CrossCulTour (3.2.2 and 3.2.3).
4
The work steps in detail are:
3.2.1 Analysis of Best Practice in Cross-Marketing:
•
•
•
•
Levels: national DE/AT/IT/SI – regional S-A/THU/CAR /MOD/ASTI/SI
Info/contact/data request by PP4 to partners (in telephone calls and via online
questionnaires March 09)
Models for Cross-Marketing on different levels analysed by content/basis/scope,
organisational framework/legal basis, joint field of action and measures, success factors &
results, sustainability/duration (guideline by PP4 April 09)
Best practice-workshop in Berlin (June 09) – Partners need to nominate at least one
important Cross-Marketing or marketing partner (National Tourism Boards (NTB) or
Regional Tourism Associations (RTA))
Next steps:
3.2.2 Involve partners: analysing needs of Cross-Marketing partners in interviews
• Manual for interviews by PP (Project partner) 4 (June 09)
• telephone interviews by all PP (July 09)
• Report by PP4 (August 09)
3.2.3 CrossCulTour Partners (from August 09):
•
•
Stepwise elaboration of agreements and contracts with Cross-Marketing partners,
especially on actions for PATA marketing (4.5), all PP supported by PP4
Signatures with approximately eight Cross-Marketing partners (by may 2010)
5
1.
Definition and delimitation of Cross-Marketing
In a joint-commercialisation, in which several regions are involved – such as it is in the case of
Transromanica e.V. / CrossCulTour- cooperation makes an important contribution to the successful
implementation of Marketing Management. As a source of new ideas and in order to simplify
processes and strengthen the own position in international markets, interactions with other
1
partners are a valuable resource .
The association of product and communication oriented measures contributes to increase the
competitiveness and efficiency of the partners involved. Since Cross-Marketing bases on
collaboration, an explanation about cooperation in general and marketing cooperation in particular
will be provided in the following.
Cooperation marketing is an adequate instrument for enlargement of the target market and service
packaging as well as for increasing the customer benefit. The common issue Romanesque among
the Transromanica e.V./ CrossCulTour partners justifies a common target group with similar product
structures in cultural tourism. Numerous common activities such as producing an image brochure
together, the build up and administration of a common website and newsletter help to realize the
offer arrangement and marketing target step by step. Cross-Marketing is thereby a specific model
of the Cooperation marketing.
1.1
Semantic Differentiations of Cross-Marketing
Cross-Marketing is used as a synonym for a many other terms – Network marketing, Co-Branding,
Cooptation, Joint Venture or Affiliate marketing – by what it is difficult to make a clear
differentiation. Even definitions resemble general marketing and distribution cooperation:
“Cross-Marketing is to perceive as a [sic] strategic and/or operative cooperation of two or more
brands in different lines of business. The targets of cooperation are mutual cost minimisation and/or
utility maximisation and the cooperation refers either to the whole marketing domain or is limited to
several instruments of the marketing mix” 2
“Cross-Marketing is a super ordinate for a wide variety of cooperation forms of two or more
marketing partners (at company level as well as brand level).Thereby the partners provide specific
skills and resources for the cooperation, so that with using the instruments of the marketing mix
they can achieve their particular aims of Cross-Marketing faster.” 3
And this, although Cross-Marketing is not a new phenomena of marketing. At the beginning of the
twentieth century brands like Stollwerck and Henkell already took first steps of common advertising
1
Cf. Bär, S. (2006), S. 63.
Cf. Wieczorek, M., Lachmann, J. (2005), p. 23, own translation.
3
Cf. Meyer, T., Schade, M. (2007), p. 7, own translation.
2
6
of brand-named products. First Cross-Marketing activities are included for example in the lines of
pens and ink, typewriters and office furniture and also cigarettes and razors. 4
The existence of a brand turns out to be an important criterion when it comes to cooperation
marketing. Today Cross-Marketing is considered as a (new) necessary activity for competing within
mature markets with a polarising demand. Two famous brands working together achieve a high
level of image and attention transfer and create mutual buying incentives. The positioning of the
partners has to complement one another meaningful, so that in case of difficult market terms they
can enrich each other and ideally create an added value.5 This added value is targeted on the
customers who should notice the innovatively produced and applied product with its USP and
separate it from similar mass products. Especially cooperation with partners in tourism undertakes
a transfer with the positive, emotional product image “holiday” to the non-tourist partner
product (see box). In the case of TRANSROMANICA / CrossCulTour a specific image, that of a high
valued cultural heritage destination can be transferred.
Cross-Marketing in tourism
Cross-Marketing in tourism takes place at different levels. The organisation “Stadtsprung”6 or
alliances like “Star Alliance”7 are examples for cooperation within same tourism sector, whereas the
cooperation between Sixt and Hilton operates in different business segments. Cross sector
cooperation rises, especially with consumer good market. The Alpenzellerland Tourismus Marketing
AG founded an organisation of farms, industrial plants and craft producers, which are representing
a piece of Appenzeller culture with its products.8 This close cooperation between suppliers in and
out of the tourism business enlarges the opportunity of market appearance and opens up new
distribution and communication channels.
Because of a desire of getting more professional and increasing the awareness of cooperation and
the interest on the company’s side, systematically handbooks for recommendation actions in
learned journals have been published and agencies have been established, which contain CrossMarketing within their consulting portfolio. The owner of such an advertising agency, Hermann Ufer
of Ufer & Cie, also founded in 2003 an internet portal named Cross Suxxess, which is a kind of
marketplace pooling potential cross- marketing partners according to their wishes and their own
potential.9
4
Cf. Reinhardt, D. (1993), p. 148f.
Cf. Meyer, T., Schade, M. (2007), p. 9.
6
Supplier community of the cities Dessau-Rosslau, Wittenberg, Halle, Halberstadt, Magdeburg, Naumburg, Quedlinburg
and Wernigerode, for further information look at www.stadtsprung.de.
7
21 international airlines are handling 162 countries together.
8
Cf. Alpenzellerland Regionalmarketing AG, Geschäftsbericht 2007, p. 1, internet: http://appenzeller-produkte.ch,
retrieved on 02.09.2008.
9
Cf. online journal for economics WiWiTreff, internet: www.wiwi-treff.de, retrieved on 31.08.2008.
5
7
1.2
Objectives, Pro and Cons of Cross-Marketing
Of course, Cross-Marketing should have a share in realising the total bundle of general marketing
objectives as possible: 10
•
Build-up, modification and stabilising of image by the use of image transfer,
•
Increase of awareness level,
•
Credibility improvement of the own brand,
•
Effortless acquisition of new customers and new target groups,
•
Reduction of costs (e.g. communication expenses),
•
Differentiation of competitors,
•
Creation of added value for consumers in order to improve customer loyalty,
•
Increase of distribution at the marketing intermediary
Thereby the pros of Cross-Marketing for the involved partners are confronted with risks and
respectively contras.
Pros
Contras
Brand image
• Positive image transfer: correction,
consolidation, actualisation or change of
brand image
• Higher brand awareness and approach in
new markets with new customer groups
and opportunities of customer approach
• Differentiation from other competitors,
creation of Unique Advertising Proposition
(UAP)
• Exclusiveness of cooperation or innovative
cooperation ideas can improve brand
loyalty (satisfy the customer needs of
variety)
10
Cf. Meyer, T., Schade, M. (2007), p. 18-22.
• Dilution of brand and image
inconsistencies because of insufficient
brand fitting or numerous singular actions
with diverse partners, churn of the own
target group because of less identification
• Negative image transfer due to a lacking
common theme of the partners or low
quality of the partner's product
• Unforeseeable events (natural catastrophe,
outbreak of social conflicts) evoke negative
associations spontaneous and will be
projected on the partner
8
Relationship of the partners (tourism consumer goods)
• New products enlarge the product portfolio
• One-sided benefit from profits
• The high emotionality of tourism provides • Minor part of one partner in negotiations
emotional associations to the partner
and fulfilment of action
products
• Lack of employee motivation generates
• High consume willingness during holiday,
failure of the Cross-Marketing concept at
better approach to consumers
the final stage
• A marketing mix overlapping conception
and
support
of
accompanying
communication
needs
continuative
collaboration of the partners, also for
isolated actions
• Projection of holiday frustration on partner
consumer goods
• Overpowering presence of consumer good
in tourism offers
Costs
• Lower costs for advertising material and • Additional costs because of an added
coordination unit for Cross-Marketing
acquisition of new customers
activities
• Economies of scale in trials of
• Frequent absence of numbering savings
communication material
potentials
• Distribution savings because of using the
partner distribution channels, economies of
scale in production
• Physical and psychical added value for
customers without additional costs
Figure 1: Systematic of pros and contras of Cross-Marketing
9
1.3
Premises for successful Cross-Marketing
The point for proofing the base of the Cross-Marketing between the partners is to identify the
added value one partner can offer the other.11 For that purpose the targets of cross- marketing,
which should be achieved together with the partner, have to be defined and out of it criteria for
partner selection have to be deduced (analysis phase).
Partner selection and brand awareness
Potential partners of Cross-Marketing have to fulfil different qualifications. Keeping the general
marketing targets in mind, a first decision criterion for the partner selection is the brand awareness
of the respective partner. Thereby the brands of both partners should be classified as equivalent as
possible, otherwise one-sided and neutralised effects are built up.12 Especially the emotionality of
involved brands plays an important role: Within the tourism marketing country-specific associations
such as wine from France are advantageous and should be used as country images are still playing a
dominant role for the buying decision.13 In general, partners should always combine their respective
specific strengths for getting a positive advertising effect.
Target group fit
As well as the level of brand awareness and qualitative image aspects, the target groups of the
Cross-Marketing partners should be compatible and respectively complete one another meaningful.
The so-called “target group fit”, or the congruency of the addressed market participations is
considered as premise, so that the common segment accepts the newly created product and
respectively reacts to the combined communication action. Otherwise it could meet with a refusal
because of an absent identification. It has to be sure, that in case of a desired enlargement of the
target group, the customers of the partner company are also an interesting clientele for the own
enterprise.
Image fit
It is interesting for the image fit, to which extend the quality and price characteristics match.
Corresponding and systematically different constellations are qualified: for example image
rejuvenation could be achieved through cooperation with a modern, fresh partner brand. 14
Generally, attention should be paid for sufficient communication of the Cross-Marketing action
partners, equal meeting at eye level, acceptation of corporate culture or ideally even matching of it,
11
Cf.. Wieczorek, M., Lachmann, J. (2005), p. 50.
Cf. Wieczorek, M., Lachmann, J. (2005), p. 52.
13
Cf. Bartnik, R. (2006), p. 3, internet: www.japan-germany-research.de, retrieved on 03.09.2008.
14
Cf. Meyer, T., Schade, M. (2007), p. 68-71.
12
10
and at the same time willingness to cooperate. In the first moment a common issue seems obvious
(e.g. Schwartau and Senseo have “breakfast” as a common issue) and absolutely necessary to
persuade the customer of the cooperation, but in case of short, small dimensioned Cross-Marketing
actions, like often is in lotteries, the common benefit can be disregarded.15
Cross-Marketing activities can be also classified by means of time and planning horizon,
geographical dimensions, the action field of the marketing mix as well as the amplitude of the
method, i.e. the decision whether Cross-Marketing should be proved as a single task or rather used
as an integrated conception16.
In all cases agreements will be made, in which the intention will be declared to account for an
action plan and appropriate responsible staff. In these agreements the budget brought from the
partner will be defined, which depends on the amplitude of the method. In order to evaluate the
success of the cooperation, both intermediate and final controls are necessary. These are proved to
be helpful in following cooperation efforts.
2.
Procedures and tools of Cross-Marketing
2.1
Classification of Cross-Marketing tasks in the Marketing-Mix
Cross-Marketing is implemented within the Marketing-Mix through specified tasks concerning the
price and product policies as well as the communication and distribution.
Communication policy
Distribution policy
Product policy
Price policy
• Cross-Advertising
• Cross-Promotion
• Co-Sponsoring
• Cross-Referencing
• Cross-Selling
• Co-Branding
• IngredientBranding
• Product-Bundling
• Couponing
Figure 2: Classification of Cross-Marketing tasks in the Marketing-Mix
17
The assignment here described to the marketing area provides a better illustration of the
multiplicity of tasks. Cross-Marketing activities relate to different areas.18
15
Cf. for this also Wieczorek, M., Lachmann, J. (2005), S. 29.
17
Cf. Wieczorek, M., Lachmann, J. (2005), S. 31, wide description.
18
Although the already described common cooperation forms have been existing since a long time, in recent literature
uniform term denominations have been developed. Due to missing uniform definition, Cross-Marketing is mainly
16
11
The integrated tasks under “communication policy” are also defined as „Cross- Communication“.
The communication policy generally aims to communicate the willingness of offering a service, to
establish a connection to the public and to seek for precise purchases and travels.19. This
determination is as well followed up by the single Cross-Marketing tools, which will be explained in
the following, and whenever possible they will be fulfilled with tourist examples.
2.2
Cross-Communication Tools
2.2.1
Cross-Advertising
In this case two brands are advertised together, though each brand remains viewable and
distinguishable for itself20 e.g. the common advertising of Maison de la France, the French tourist
association, with Bonne Maman, a premium jam brand. Through multiple campaigns such as the
online illustration of breakfast recommendations (restaurants and pastry bakeries in French cities),
supplements and advertisements in gourmet-oriented magazines and TV-spots a specified target
group was appealed with the image of a French life style. Each promotional activity displayed both
logos. The direct benefit were both, image transfer (a positive image of France as destination and a
gourmet jam), and the division of the costs between the partners involved.
Cross-Advertising: Maison de la France – Bonne
maman.de/reisenfrankreich/reise.htm, retrieved on 5.9.08
Maman
Source:
http://www.bonne-
conceptually allienated in the communication field by marketing agencies. „Communication across the whole
communication chain“ or „communication in all steps of the final marketing“ in so called Cross-Communication are
seen as the best possible combination of the communication activities within a company. Cross-Selling is understood
as the selling of complementary products of a company, i.e. additional products are offered such as winter tires with
the purchase of a new car; cf. for this the business activities of the event agency C3, which offers CrossCommunication concepts on its website www.c3event.net, retrieved on 02.09.2008./ Examples for Cross-Selling on
www.best-practice-business.de
19
Freyer, W. (2001), p. 528.
20
12
2.2.2
Cross-Promotion
Cross-promotion designates „every sort of publicity-oriented activity”21, in which at least two
brands are involved. This wide definition includes activities such as common raffles, events,
performances at fare trades or sampling actions. In this regard, Schöller Ice-cream launched a raffle
in cooperation with the Europapark Rust (free tickets)22: The indication of a barcode- imprinted on
the pack box of the ice-cream – allowed the customer to participate in the raffle on Schöller´s
website. Therewith both partners aim at an increase of name awareness within a common target
group (families, young people). Nestlé-Schöller is, with approximately 35 percent of market share,
the number two in the brand business.23
Cross-Promotion: Europapark Rust – Schöller Eis, source:
http://www.schoeller.de/Home/Specials/Gewinnspiele/Schokotresor.htm, retrieved on 5.9.08
2.2.3
Co-Sponsoring
Contrary to conventional sponsoring, in the case of Co-Sponsoring a majority of sponsors joins in,
having equal rights and receiving equivalent brand presence. They arrange and develop the
sponsored activities together (differently as by coincidently chosen sponsored brands). In the case
of Co-Sponsoring of the Golf Open Deutsche Bank/SAP till 2004 both brands remain viewable.
21
Wieczorek, M., Lachmann, J. (2005), S. 38.
See attachment 2, Cross Promotion: Europapark Rust – Schöller Eis.
23
Nestlé Deutschland, press information 09/06: Internet http://presse.nestle.de.
22
13
Co-Sponsoring: Golf Open Deutsche Bank/SAP, source: www.golfclub-stleon-rot.de/, retrieved on 6.9.08
Even if an image transfer between Co-sponsors and a reduction of the costs are accomplished, the
complexity of the planning through the search of a suitable image- und target group for at least
three partners is very high.24
2.2.4
Cross-Referencing
The word referencing means “to establish a relationship” or “to point to something”. Within crossreferencing one brand advises the other. This can be done through linking on the website, details
on the product itself or reciprocal presentations at actions. Also here attention has to be paid on
the credibility of the advised brand (by the use of competence in the acting field), image fit and, if
possible, on exclusivity, which helps to differentiate. 25 The magazines supplement „Urlaub perfekt
zur ITB 2008“ noted its partners, which combine the topic travel and Berlin, on the backside. If
another furniture shop besides IKEA was mentioned, the industry exclusivity would have no longer
existed. The activities inside of cross communication run fluently into each other.
24
25
Cf. Meyer, T., Schade, M. (2007), p. 48f.
14
Cross-Referencing: ITB – Yahoo!Travel, Botanic Garden Berlin, IKEA Family, Hertha BSC Source: supplement
of the journal “Urlaub perfekt 2/08”
2.3
Cross-Selling
Distribution policy and sales channels create the optimal connection between producer and
consumer.26 Cross-Selling as an instrument of Cross-Marketing characterises a marketing
cooperation, which distributes via the sales channels of the respectively other partner.27 The aims
are the development of new customer groups and the enlargement of the own offering through
integration of partner services, for creating an added value for the customer. Here it is also
necessary, that image and the common issues are corresponding. Cross-Selling activities should be
accompanied through a common complementary communication.28
26
Cf. Freyer, W. (2001), p. 495.
28
27
15
Cross-Selling: www.gehen.de and www.berge-meer.de Source: http://www.berge-meer.de, retrieved on
07.09.2008
16
The product “holiday” is an activity, which requires a substantial amount of support and because of
that, only few Cross-Selling relationships between tourism and consumer good industry have
developed so far. Preferring the simple way, the consumer just gets buying incentives for the
partner product instead of using his own distribution channel directly.29 The tour operator “Berge
und Meer” and the online shop www.gehen.de are practising Cross-Selling by giving 15% discount
on shoes from the online shop, in case of booking at the tour operator. The common theme is due
to the slogan “holidays for your feet”, at this, comfortable shoes are promoted for getting the
holiday season more agreeable. The discounters are more extensive examples. Together with the
tour operator “Berge & Meer” Aldi has published the catalogue “Aldi-Reisen” in September 2008,
which was created in the corporate design of the discounter, but on the backside the tour operator
was named explicit. Also an attempt to book a travel online on www.aldi.de, links directly to the
booking screen of the tour operator.
Cross-Selling: Aldi North – Berge und Meer, Source: catalogue Aldi Reisen September 2008
Eminently cheap railway tickets were distributed by Tchibo at the end of 2006. This innovative
distribution channel for a million of price reduced tickets was chosen by the German Railways, in
order to address people, who rarely travel by train. As an extra the buyer gets two cups of coffee
and a CD-ROM with the train schedule. 30 By the extensive advertising of this action, the German
29
30
Cf. Spiegel online on the 4.12.06, internet: www.spiegel-online.de, retrieved on 08.09.2008.
17
Railways were not only getting new customer groups, also Tchibo enlarged its range of offers and
increased its brand awareness. This cooperation takes place in 2009 as well. This time Tchibo offers
a voucher for EUR160.00 at its stores, which allows the customer to travel six times across Germany
with German Railways. The ticket is being advertised on TV-spots.
Another successful example is the relationship between Hilton Hotels and the car rental agency Sixt.
Affording more service, mobility and comfort for its guests, on the one side customers can book the
rental car directly in the hotel and getting special rates for the cars, on the other side they can
reserve hotel rooms at the rental car agency and profit by upgrades and cheaper meals in the
hotel.31
A lot of local initiatives between commerce and destination are demonstrating that Cross-Selling is
also possible at a lower level. The Fläminger beverage wholesale produces Lutherbeer, which you
can get in tourist information, as well as in souvenir- and retail shops in the Lutherstadt Wittenberg.
The initiative of regional persons to marketing each other resulted amongst others through the
realisation, that on holidays tourists are searching for typical local, authenticable and traditional
products. This extra channel of distribution offers an added value for the tourists.
The above named definition of Cross-Selling applies only in parts to the given examples, because
often the distribution channel of only one partner is used. Nevertheless there is always an added
value for this partner in form of image improvement, supply enlargement for the customers and
target group development.
2.4
Co-Branding, Ingredient-Branding, Product-Bundling and Couponing
These activities are already applying profoundly at the product and price politics and are aiming for
a common and/or mutual distribution of a new product. Especially co-branding has a high potential
to activate Cross-Selling. Co-branding means the combination of two brands for creating a common
product, which does not exist yet. The new originated product is labeled with both brands.32 In 2003
Etap Hotels and the furniture shop IKEA cooperated. In 60 Etap hotels, one room and one rest area
are always arranged with furniture and accessories of IKEA, and on contrary, customers of IKEA get
one breakfast for free, if they stay a night at Etap Hotel.33 Because of the room arrangements, an
event was created for the customers, which he can differentiate from the competitors. Also the
Snow Dome in Bispingen between Hamburg and Hanover contracts a co-branding cooperation with
its partner and financier Sölden.34 The logo of Öztal/Sölden is visible not only on the internet, but
everywhere in the indoor ski slope. Laid-out flyers invite the ski tourists to the Austrian region and
the designing of side walls, restaurants and ski huts in the typical Sölden-style animate for a visit.
31
Cf. Internet: http://ag.sixt.de/, retrieved on 08.09.2008.
33
AHGZ (2003), Internet: http://www.ahgz.de, retrieved on 09.09.2008.
34
Cf. Bauhuber, F, www.tourismus-zukunft.de and www.snow-dome.de.
32
18
Panorama-mural – Logo performance, Source: Snow Dome Event Portfolio, Internet, www.snow-dome.de, p.
10, retrieved on 09.09.2008.
Ingredient branding has to be classified hierarchically lower than co-branding. In this case products
are marked as addition or ingredient of the main element, like “brand in a brand”.35 Adidas
integrates the technology of Gore-Tex in its sports design and so they are offering shoes, which
cause a pull effect on the market because of their added value. 36
If products of two brands are offered commonly and temporary for a special price, it is generally
known as product bundling. Product bundling is situated exactly between product and price politics.
If the brands are corresponding to each other, the access to new target groups is easier, because
customers of the one product can test the combined product without paying the full price.
Especially in the consumer good segment this kind of activity is widely used and was practiced for
example at the economy package of Schwartau jam and the advertisement on of three packs of
Senseo coffee pads. 37
Couponing is an instrument of price politic and means price activities, which the customer of one
partner gets discount from the other partner. For example, subscribers of journals profit to a
cheaper or free entry into a local museum. The effect of this temporary activity could be an
improved customer loyalty for the journal and the addressing of new visitor groups for the
museum. 38
2.5
Summary
In summary, Cross-Marketing can be described as an adequate marketing instrument for tourism.
Above all finding innovative application fields decides the success, in order to make, if possible for
35
Cf. N.N. (2008), Internet: www.gore-tex.com, retrieved on 09.09.2008.
37
38
36
19
the destination, benefits from Cross-Marketing in a win-win-situation. So far, the mainly realised
lotteries39 in cooperation with the consumer good industry are only a fraction of the noticeable
advantages of this marketing instrument. The risks of Cross-Marketing can be minimized through
accurate analysis and partner selection.
3. Cross-Marketing for a transnational heritage and tourism network
3.1 Transformations concerning brands concept, organisational structures and nature of tourism
product
The so far discussed general Cross-Marketing approach mostly applied to conventional consumer
markets and needs a certain transformation adaption when concerning a cultural heritage and
tourism network as represented by TRANSROMANICA resp. CrossCulTour. This refers to the
following dimensions
1) brands or trade marks used as main communicative tool for promotion
2) the specific organisational structure of involved partners in cultural tourism
3) the nature of the tourism product as a bundle of services and goods
Brands or trade marks are main communicative tools to build up awareness and customer
relationships towards a certain product or company, as they distinguish product or companies
significantly from others. This is especially true for saturated markets as mostly faced today and also
in the case of tourism. Thus brands are also predestined to be used for any kind of cross-promotion,
as they form the starting point for adequate partnerships.
In the field of culture the conventional brand concept applies only for some institutions or
structures e.g. museums like MoMA (Museum of Modern Art), auction houses like Sotheby’s,
publishing houses or even outstanding sites (The Eiffeltower) who are kind of established trade
marks and dispose of a high level of recognition in the broad public. Also UNESCO world heritage
sites and landscapes, National Trust monuments or “Blaue Liste” monuments in Germany could be
regarded as “cultural brands” guaranteeing uniqueness and a certain level of relevance and quality
for cultural sightseeing. Also guaranteeing a certain quality and prominence
Beside these institutional structures culture manifests itself in many forms which could be referred
to as “brands” because they are broadly recognized and part of the European respectively AngloAmerican general consciousness. Historical personalities, events and legends are embedded in the
historical memory of many of the European nations and represent the common cultural roots. They
39
Raffles and events are the prime instruments, with them the consumer goods industry cooperate with tourism. Cf. for
this Hartmann R., Stelljes, M. (2007), p. 324.
20
are not institutionalised or managed comparable to conventional associations or companies but
could nevertheless be used for successful Cross-Marketing. E.g. well known historical personalities
from the Romanesque époque as Otto the Great, Hildegard von Bingen, Mathilda di Canossa etc.
could raise awareness for tourism products featuring topics connected to these outstanding
historical representatives (e.g. spiritual tourism offers and Hildegard von Bingen). Medieval legends
like the “Song contest at the Wartburg”, Artus novel, Parzival, Tristan and Isolde or Robin Hood
could also serve as historical reference with broad public recognition. In order to implement a
Cross-Marketing measure making use of well-known historic personalities or legends, it is
mandatory to identify sites, historic events or cultural historic institutions with an according
reputation is mandatory and with a close relationship to these although it is understood that an
ownership of one of these cultural historic brands comparable to registered trade marks of other
branches is rather improbable. The Graph below shows such different “Cultural Brands” in relation
to CrossCulTour/TRANSROMANICA and recognition on different spatial levels.
Cultural „brands“
Cultural Networks
/ Institutions
UNESCO /
national organs
Cultural Routes/
Itineraries / Sites
Luther / Bach /
Händel - Artus
Novel/Robin Hood
Via Francigena
European Route
of Brick Gothic
Henry IV. Stauffer
Hildegard from
Bingen
Song contest at
Wartburg
Trip to Canossa
European
Heritage Day
Council of
Europe Exhibitions
Europa Ausstellung
Hemma
Pilgrimroute
Primoz Trubar
Carinthian Summer, Nova
Gorica Arts Center,
Gartenreichsommer, MDRMusiksommer,
Rossiniquartett
European Level
Museumsassociations
Cultural Festivals/
Event
St. James Way
Global Level
Major European
Cultural Route /
European Capital
of Culture
Historic
Personalities /
Legends
Regional Level
Walter v.d.
Vogelweide
6/24/2009
Page 5
Thus the partners from scope of culture show a very diverse form of organisational structure. Some
are conventional enterprises, many are public institutions or organisations, even initiatives which
do not exclusively follow economic goals and management principles or are not even
institutionalized at all. This might change or constraint the application of Cross-Marketing tools in
certain constellations or rather distribute roles within partnerships in certain one-sided ways: A
business partner opens new distribution channels for a public partner while the business partner
himself only gains a certain image transfer.
In tourism the product consists of a bundle of services and goods supplied and offered by a variety
of providers from different sectors among the entire value chain (tour operator, transport, hotel,
21
restaurant, heritage sites, local retail, leisure industry etc.). Thus Cross-Marketing for a cultural
tourism product might involve many different actors on very different regional levels. The
partnership construction within CrossCulTour implies that partners for (transnational) Crosscommunication will mainly come from the scope of national or regional tourism marketing
organisation or cultural organisations (e.g. cultural routes), while the Cross-Selling and product
development is handled on the local level with the actual providers of tourism services and cultural
offers. This differs a lot from Cross-Marketing as a holistic concept realised within the structures of
at least two cooperating companies covering the whole marketing process from collective product
development, pricing, cross-communication and Cross-Selling. Using existing marketing
cooperations which already bundle the plurality of small suppliers in a certain field (e.g. the
Kärntner Kulturwirte as a cooperation of typical inns promoting regional culture) is one way to
secure standards and concentrate resources for joint marketing. If the quality of the actual
deliverance of a product will meet the expectations stirred by a joint Cross-Marketing campaign is
subject to various voluntary appointments and exhaustive investigations into the capabilities and
qualities of the many participating local small size enterprises and even non-commercial partners.
This weakness on one hand – scattered and heterogeneous structure and resources – is basis for
the strength on the other, a unique and authentic cultural tourism experience.
3.2
Levels of Cross-Marketing for a Transnational Cultural Heritage Network
The idea of Cross-Marketing applied to a transnational network consisting of 9/6 partner regions
(TRANSROMANICA / CrossCulTour) and 41/30 cultural heritage sites (highlights) enables mutual
marketing approaches on different levels.
22
One important perspective as driving motive for forming this network still is to exploit and promote
the opportunity of internal Cross-Marketing between the different members. This perspective is far
from being thoroughly implemented although some successes could be registered.
Internal Cross-Marketing
(member/partners of
TRANSROMANICA/
CrossCulTour)
Between:
sites
destinations
sites + destinations
Levels:
intraregional
interregional / bordertransgressing
transnational
External Cross-Marketing
Other CH sites/networks /routes
intraregional
Tourism & Transport sector
interregional/ bordertransgressing
Non-tourism sector
transnational
Realised examples for internal Cross-Marketing are:
•
the development of a border transgressing tour offer by Slovenian and Austrian tour
operators which is mutually distributed to different markets;
•
the development of joint promotional material and press conferences of two National
Tourism Boards promoting Romanesque heritage (e.g. Slovenia and Serbia in February 2009
in Munich);
•
the development of the joint promotion and marketing topic “cathedral’s treasuries” in
Saxony-Anhalt displaying the 5 highlights;
•
the foundation of TRANSROMANICA Austria gathering the 5 highlights in a regional
association promoting them via newsletter with seasonal offers;
•
the joint insert in the customer magazine of the Federal Tourism Association of SaxonyAnhalt at ITB 2009 to German market displaying also offers of the other European
international partners;
•
the broadcast production coordinated by TRANSROMANICA International promoted all
TRANSROMANICA regions in German television (Winter 2008).
These examples illustrate the main starting-points and potential for promotion of internal CrossMarketing:
•
Cross-Marketing within the regional entity and structures (Transromanica Austria, Romanic
Road Saxony-Anhalt)
•
Interregional Cross-Marketing between neighbouring regions (Slovenia-Austria, SloveniaSerbia)
23
•
Cross-Marketing on the basis of a thematic fit (e.g. “cathedral’s treasuries”)
•
Cross-Marketing jointly addressing main source markets (especially Germany)
To give new impulses and enlarge the opportunities for Cross-Marketing, CrossCulTour aims at
involving external partners which are not members of TRANSROMANICA / partners of CrossCulTour
and the scope of Romanesque. This approach results from the perception that
•
Romanesque alone is no expletive motive for travelling, but has to be supplemented by
additional topics and features to broaden its attractiveness as driving motive for travelling;
•
The resources of the so far involved partners are limited and new partners might raise the
dynamic in product development and marketing;
•
The cooperation with regional partners especially around the highlights has to be enhanced
in order to raise the economical effects for participating regions and to establish a
diversified basis for sustainable product development;
•
The step to address new and international markets can only be taken jointly and with the
aid of adequate partners.
These external partners might either come from the cultural sector meaning other cultural heritage
sites from different époques or networks and routes with different thematic scope, from the
Tourism and Transport sector or even – as shown in some examples before (see chapter 3,
procedures and tools of Cross-Marketing) – from the non-tourism sector, as insurance companies,
financial services or even food, retail or automobile industries, especially for opening up new
distribution channels and addressing new target groups or markets.
In this respect and regarding the research of Cross-Marketing-partners, the term of the so called
Imagefit needs to be enlarged as – besides the fit of quality and price – further dimensions such as
region and theme are to be considered: Partners ideally should fit to the network’s character with
regards to region and theme or at least to one of these dimensions, meaning that their theme
needs to create clear associations to or derive from one or several partner regions and / or fit to the
Romanesque or its cultural historic content.
In general, Cross-Marketing-partnerships might be realized on any spatial level, but is especially
desirable on a transnational level considering the aim of enhancing the network’s presence on
international markets.
The fields for the research of potential Cross-Marketing-partners shall be described broadly in the
following paragraphs. Taking into account that a great number of partnerships on a transnational
level are rather unlikely due to limited resources of the projects and further restrictions (i.e.
relatively limited high profile of the “brand” TRANSROMANICA/CrossCulTour, scattered
organisational structure).
24
In this respect, it may be anticipated that the acquisition of partners will rather consist of
„bundling“ existing regional brands (i.e. co- or ingredient branding, Cross-Selling), which will be
communicated transparently on a superordinated level (TRANSROMANICA e.V. with Federal and
National Tourism Boards), possibly with the support of greater partners in adequate niche segments
(cross-promotion or –referencing).
Cross-marketing levels
Global
International Cross-Communication
(Cross-Selling, Co-Branding)
European
European Cross-marketing
Regional
Regional Brand Clusters
Co-Branding, Ingredient Branding, Product Bundling,
Cross-Selling, Cross-Communication
Quality strategy for product development building on
established regional brands from culinary, accommodation,
events, sites etc.
6/24/2009
Page 7
3.3
Cross-Communication and Promotion on Global or European Level
Cross-Marketing UNESCO World Heritage
The label UNESCO World Heritage can be considered as an obvious reference for transnational
Cross-Marketing. The TRANSROMANICA / CrossCulTour network comprises meanwhile five UNESCO
sites among the official highlight sites (plus one enquiring) and five further UNESCO sites /
agglomerations associated to TRANSROMANICA or located within the partner regions.
25
Our UNESCO Sites
Highlights:
• Wartburg (THU)
• City of Quedlinburg (S-A)
• Duomo di Modena (PoM)
• Monastery Studenica (SER)
• Monastery Sopocani (SER)
• Monastery Djurdjevi Stupovi (SER)
• Burgos Cathedral (Europa Romanico)
• Cathedral St. Peter and Paul Naumburg (S-A, enquired)
Associated / nearby:
• Renaissance City of Ferrara (PoM)
• Luther memorial sites Wittenberg and Eisleben (S-A)
• Bauhaus in Weimar and Dessau (THU / S-A)
• Gartenreich Dessau-Wörlitz (S-A)
• Classical Weimar (THU)
• Basilica San Giulio / Sacrimonti (PIE)
6/24/2009
Page 9
As UNESCO heritage label has proved well known as cultural quality brand – 87 % of questioned city
visitors among ten UNESCO sites in Germany were aware of UNESCO Heritage programme – and
shown “very strong” respectively “strong influence” on the destination choice of at least every fifth
visitor (dwif 2006), it is highly recommended to stress this internationally accepted quality label
especially in transnational Cross-Marketing activity. Italians and Spanish of all tourists have shown a
high preference for UNESCO sites (UNESCO Welterbestätten Deutschland e.V.). The UNESCO status
is also highly accepted among international tour operators and facilitates public relations and press
work significantly.
Still intensified marketing with UNESCO might imply not only chances but also risks, as this quality
label evokes high expectations on the customer’s side as well for the concerned site as for the
supplementing tourism offers. Restrictions and regulations related to UNESCO status concerning
the development of the site itself and its surroundings have been and will be an ongoing subject.
Make use of European Heritage Day
Closely connected to UNESCO status is the yearly celebration of Europeans Heritage day (next:
20.09.2009) as a continuous possibility to gain Europe wide recognition for TRANSROMANICA /
CrossCulTour UNESCO sites. The possible joint initiatives mainly belong to the field of Crossadvertising and Cross-referencing applying communication tools and preparing the ground for an
enhanced joint product development and deepening of cooperation between involved partners
(sites, destinations, tour operators etc.).
26
Major European Cultural Routes
Furthermore the Status “Major European Cultural Route” is an additional, still not as well known
label which could be subject to cross-promotion – either on the basis of cooperation with other
similar signalized routes or with the European Institute for Cultural Routes as coordinating body.
Referring to the most known in particular cooperation with the St. James Way disposes of the
opportunity of gaining additional recognition and attracting new visitors.
Non-culture Partners
Beside these born Cross-Marketing-partners from the scope of culture, TRANSROMANICA /
CrossCulTour should principally aim at partnerships from outside the cultural sector in order to
enlarge the limited resources for communication and marketing and to open completely new
distribution channels and target groups. The financing sector shows considerable affinity for
engagements in cultural concerns (see Credit Card of mbna and National Trust).
Cross-Selling & -Sponsoring:
Bank distributes Credit Card together with National Trust
Are you doing your bit towards
conservation? Raise money for the
National Trust while you shop.
The National Trust receives
contributions from MBNA Europe
Bank Limited, the card issuer, at no
extra cost to you:
•£36 when you use your card within
90 days of the account opening
•30p for every £100 you spend on
card purchases
•£2 for every year your account
remains open and active
£1.2 million has been raised to
date, which supports the National
Trust’s vital conversation, protecting
the special places you enjoy.
A TRANSROMANICA / CrossCulTour Credit Card jointly developed with a European bank seems
possible in general. AUDI promoting individual and group tours such as drivers days together with
Sightsleeping Hotels® as cooperating partners from historical and design accommodations has
created a new kind of cultural tourism product (co-branding) which is now distributed to new
tourism target groups (buyers of cars). Furthermore, the participation through selected regional
products representing partner regions among a culinary promotion campaign in European
warehouses seems generally feasible.
As stated before, these kind of cross-sector cooperations highly depend on image fit of partners and
the potential of mutual benefits. The realization of such cooperation on an international level for
the time being seems unlikely as TRANSROMANICA / CrossCulTour is far from being a highly rated
and widely recognized cultural brand. Thus the intensified bundling of existing regional brands into
attractive cultural tourism products and more powerful marketing cooperation in form of limited or
even sustainable partnerships seems more likely (see 2.4). This surely will form a basis for getting
ahead in the future and acquire a more global player.
27
3.4
Potential for regional Cross-Marketing and product development
The analysis of regional internet marketing platforms (see table in annex) illustrates common
marketing themes and consequently leads to product lines / travel themes with highly regional
references on the one hand and defined content dimensions on the other, preparing the ground for
tourism Cross-Marketing (thematic fit):
•
Culinary World & Regional Products (Taste the Origins - Culinary Journey)
•
Plunge into the World of the Romanesque – Culture, History, Architecture and Spirituality
(Discover our Spirit)
•
Discover cultural landscape – Hiking, Biking, Tours (Touring and moving through Cultural
Landscapes)
Product Lines
Culinary Journey
Discover our Spirit
Touring Cultural
Landscape
•Taste the Medieval
(recipies & food)
•Contemporary
authentical regional
products, their
manufacturers & history
•Culinary Routes and
Packages
•Culinary Events /
Seasons
•Personalities and Legends
•Treasures of Romanesque
and Medieval (UNESCO)
•Architectural Styles,
Symbolism &
Archaeological Experience
(Spatial planning)
•Spiritual offers, Pilgrimage
/ Routes, Cloisters,
seasons
•Medieval Events /Living
history/ Kids & Youth
•Music, Fine Arts &
Literature in Romanesque
Settings
•Historical trails of the
Medieval, landscapes
•Cultural Routes
•Transnational bike trail
•Audio-guided regional
tours for Bike, Car and
Hiking
•Thematic itineraries
•Luther-Marathon and
other events
•Oldtimer Rallyes
Sites & Events
6/24/2009
Page 31
Taking into account the specific aspects of the Highlight-Sites and their tourism destinations, several
themes each referring to one of the three travel themes arise and indicate further possible CrossMarketing-partners.
Culinary Journeys: Wine
Manufacturers of typical regional products can be regarded as “fixed starters” to enrich offers in
cultural tourism and promote authentic holiday destinations. The trend of gastronomy and cooking
still is growing, proving a sustainable development and qualification to enlarge journeys with a
focus on cultural tourism. Wines – partly rare and many with an international reputation – are being
cultivated in several partner regions (mainly Asti, Saxony-Anhalt with Saale-Unstrut, Carinthia,
28
Slovenia and further Burgundy and Spain). With wine being a cultural plant disposing of a cultivation
history going back to Roman times, journey presenting a focus on wine and gourmet can be
regarded as a high-quality niche segment while crossing wine routes offer further connections. The
cultural historical analysis (PP7, WPA 3.3.) prepares the cultural historical basis for elaborating this
theme with regards to medieval times.
Spiritual tourism, époques, historical personalities
Several cultural historical routes, especially pilgrims’ routes, pass along and through different
Highlight-Sites and partner regions, among them also the St. James Way, being probably the best
known by a considerable margin. The monasteries and cloisters among the Highlights and
Associated Institutions can contribute spiritual offers as partial segments. Additionally, the cultural
historical analysis (PP7, WPA 3.3.) examines all historic linking routes between the partner regions
in Central Europe serving as a potential basis for further connections. Experiences in monasteries
are subject of the courses within CC-Guide and aim at resulting in an accordingly concrete product
development (2.3.9).
Besides the Romanesque, further eras of the Gothic, Renaissance and Baroque dispose further
important architectural monuments and sites which offer the opportunity of being obviously linked
to the former by using fitting transitions. In addition to ecclesiastical buildings palaces and castles
form a further category of offers which can connect the sites in a transnational way and contribute
to sharpen the marketing profile with events (e.g. medieval festivals) or historical personalities.
Historical personalities of the medieval also offer the possibility of indicating historic connections
between the partner regions and their Highlights and to present the European history in a vivid
way. Hildegard von Bingen, for example, has connections to the abbey of St. Paul in Carinthia
presenting today a herbal garden according to her ideal. Hemma von Gurk, by contrast, was born in
Slovenia while the German emperor Henry IV was guest of Mathilda di Canossa in Emila-Romagna.
Walter von der Vogelweide – being connected to the Wartburg due to the singers’ competition,
sang and wrote poetry about the numerous political complications in medieval Central Europe. The
female of all medieval protagonists would suit in order to create a specific sub-theme. When it
comes to Martin Luther, it can be stated that he fits less with regards to time but even better
considering themes (spirituality), regions (Luther sites in Saxony-Anhalt and Thuringia) and
especially taking into account the focus on international target markets in USA/Canada in order to
attain an enrichment of the medieval theme (Luther decade and Luther marathon). Depending on
the concrete occasion and referring to specific offers, the possibility of further connections with
authors of other eras (Goethe and others) or composers (Bach) are to be evaluated.
29
Besides, the indicated themes connecting the partner regions and sites are also highly relevant with
regards to scheduled implementation measures within the project, such as
-
Thematic point of main emphasis for communication to media and non-media, especially:
-
Structure and content of website, further G2B-Newsletter, Sales Manual and Image-Brochure
-
Focus of content with regards to CC-Event in Modena (4.1.3/4.2.3) and overall product
development, especially transnational Bike-Trail and regional routes;
-
Presentation with regards to content and theme concerning the Maps & Signs –System.
-
Structure and content of Audio-Guides (indication of common aspects / parallels between the
regions via spoken introduction texts, adequate references thematic structure, in promotion
materials; 4.4)
-
Definition of focus with regards to Cross-Marketing-Sales tour to USA/Canada and Asia/China
(4.5)
3.5
Cross-Marketing potential in view of CC project environment
An online survey among different partners and actors from CrossCulTour project environment as
well as potential cooperation partners from the scopes of tourism, religion and science leads to an
overview for the mostly regional Cross-Marketing potential. Listed here with are the absolute
numbers of mentions and aggregated by categories.
Cultural Routes / Itineraries (69)
Pilgrim or spiritual Routes
46
AG Mitteldeutscher Klosterpfad (2), Cammino San Michele (5), Domitian Pilgerweg (2), Hemma
Pilgerweg (5), St. James-Way (regional, Santiago de Compostella) (17), Lutherweg / -gedenkstätten (4),
Via Francigena/Via Romea, Romweg (Förderverein) (12), St. Guntherwege in Europa (1)
Cultural heritage routes: Deutsche Fachwerkroute (2), Europäisches Gartennetzwerk (1), Europ. Route
der Backsteingotik (2), Gartenträume e.V. (1), Himmelswege (1), Straße der Romanik (2), Via Regia (5),
Via Imperialis (1), Vrata kulturnih poti (cultural route) (1)
16
Others: Bonifica Estense (1), Blaues Band (1), Iter Vitis – Les Chemins de la Vigne (1), Route d´ Olivier
(http://www.rhonealpes-tourismus.de) (1), Elberadweg (1), E1, (1), Kohlminenstraße (1)
7
30
Cultural networks / Institutions (50)
UNESCO (Langhe Roero Patrimoneo UNESCO, Welterbestätten e.V., Portici Bologna, Quedlinburg)
20
Cities Associations (Art Cities/Citta dÁrte (8), Kleine historische Städte, Thüringer Städte,
Städtekooperation S-A, Städteforum Rheinland-Pfalz, Srednjeveška mesta-Medieval cities,
Kulturstiftung Dessau-Wörlitz, Stätten der Reformation)
16
Institutions (Europäisches Romanikzentrum, Hochschule für Musik Weimar, Kulturforum Italien,
Landesmusikakademie Thüringen, UNPLI Patrimonia, AG Kirchlicher Museen, Geschichtsverein
Kärnten, Stiftung Bauhaus, Open Churches (2))
10
Wasser.reich, Klosternetzwerk, Klösterreich, Lutherwege, Združenje gradov-Association of castles,
Fahrtziel Kultur, Unikum, Vitour
8
Cultural-historical personalities (45)
Monarchs/sovereigns (Matilda di Canossa (4), Otto der Große (3), Heinrich II., Staufer, Friedrich III.
von Habsburg, Günther von Käfernburg)
11
Clericalists/spirituality (Martin Luther (15), Hemma von Gurk (6), Jutta von Sangerhausen, Primož
Trubar, Hl. Domitian / Millstatt, Elisabeth von Thüringen, Thomas Müntzer, Johannes Aquila)
27
Artists - poets, musicians, composers etc. (Georg Friedrich Händel, Vittorio Alfieri, Kurt Weill, general,
contemporaray authors)
6
Others (Paracelsus)
1
Festivals (65)
Music festivals (MDR Musiksommer/Concerts Romanesque Road/ Rossiniquartett (18),
www.carinthischersommer.at (3), www.gartenreichsommer.de Culinary and Music Dessau-Wörlitz
(1),www.millstaett.at Millstaetter Musikwochen (3), www.klub-pac.si, PAC Festival of Classical Music
(1), Festival der Alten Musik www.trigonale.com (1), Amadeuskomplott/www.gartentraeumesachsen-anhalt.de (1), Thuringian Bach Weeks (1), other (4))
33
Mixed Festivals (www.kunstfest-weimar.de, www.regione.Piedmonte.it/Piedmontedalvivo regionial
festival association, Murska Sobota Nova Festival, Regional Youth Festival /www.festival-ms.si,
Rosenfest)
3
Thematic festivals (www.festivalfilosofia.it, Festival dellÁrchitectura Paesaggio Emila-Romagna,
www.kurt-weill.de Music and theatre, www.salonedelgusto.com, www.cittaterritoriofestival.com,
Architecture and Urban Planning Festival in Ferrara, Comedy Theater in Castle Porcia,
http://www.komoedienspiele-porcia.at/, Grosmanov Film Festival und Wein Ljutomer,
www.grossmann.si)
6
31
Festivals (65) - Continuation
Institutions
and
other
(Nova
Gorica
Atrs
Center
www.kulturnidom-ng.si,
http://www.Piedmontefeel.it, online travel portal for Regione Piedmonte, Salone del gusto, culinary
fair in Turin, Youth associations, Fiera del Libro/Book fair Turin, www.fieralibro.it ,
http://www.triesteturismo.net/de/cezmejni, Landscapes and Culinary delights without boarders
between Italy and Slovenia)
6
Medieval Events (in general, Settimana Matildica, www.frassinoro.net/matilde.htm)
4
Traditional events (Kurentovanje/Carnival)
1
Sacral events (Passion festival Skofjeloski; Ökumenetage, Church concerts, Merseburger Organ Days
(2), Thuringian Organ Summer (2))
7
Exhibitions in general, Museum di Venezia, Kunstfeste Weimar
5
Tourism industry (52)
Hotels / Hotels Associations
(Arthotels, Hit Hoteli Kransja Gora & Kanin Bovec, Hotels resorts & Spas, Venezia Albergatori,
Bed&Bike, Charme&Relax Hotels, Club di Papillon, Sightsleeping)
18
Tour operators / Incoming (AMEROPA, ATL Alexala, Astiturismo, DERTOUR, Elite Tours Kulturreisen,
Schmetterling Reisen GmbH, Viaggiando con le pro loco, Top Reisen Burg, Vivat, TUIFly, Railtour
Suisse, Vetter Touristik)
10
Tourism marketing organisations (ETC, regional and local)
10
Transport (ÖBB, Deutsche Bahn, HEX, Schlossbahn Zielke, Avis, Hertz, Slovenske železnice, Museum
Train SI)
11
Spas
3
Regional products (52)
Wine (Saale-Unstrut (7), Barbera (2), Asti, Wein aus Kärnten, Harzer Wein, Elsterweine,
Freyburg/Rotkäppchen, Lambrusco, allgemein)
25
Culinary Regions / associations
(Österreichische Genussregionen, Mostbarkeiten (2), Grenzenlos Genießen CAR-SLO, enogastronomia,
Historische Gasthöfe S-A, Kulinarischer Harz, Spargelwirte Kärnten, Klosterprodukte, Consorzi die
tutela, Planota Regional NGO Network, www.planota.si)
11
Food products (Aceto Balsamico (3), Parmesan, Gurktaler Speckspezialitäten, Öl, Oberkärntner Fisch,
regionale Teesorten, Kaffeerösterei, Glocknerlamm, Nockberge Almrind,, Thüringer Majoran,
Salzwedler Baumkuchen)
13
Non-Food (Goldschmiede, chamber of crafts, handicrafts in general)
3
32
Other sectors (25)
Food producers (Rotkäppchen, Panvita, Café&Co, Vinarji)
7
Automobile sector
(Ferrari, Maserati, Porsche, private collection, Oldtimer associations)
6
Insurance /Financial services (Lotto, Nürnberger Versicherungen, Uniqua, MERKATOR, Hypo Alpe
Adria)
6
Media / publishing (Karfunkel Magazin, broadcast)
2
Industry (Siemens, Dell)
2
Other institutions (chamber of commerce, chamber of crafts, schools)
2
3.6
Results of Best Practice Workshop on Cross-Marketing in Berlin
The following approaches to Cross-Marketing result from the Workshop.
Mobility: Airports, Airlines, Vehicle rent as possible multipliers
Airports providing international connections in close vicinity to Transromanica sites should
be gained as partners: e.g. possibility to offer hop-on/off tickets to cities near
Transromanica sights
Airlines as well as caravan/ car rental could disseminate promotion of Transromanica sights
through newsletters, on-board magazines, website
Existing contacts: Carinthia Promotion to TUIfly and Ryanair
CO²-reduction offers (such as Atmosfair)
Luther as a Cross-Marketing link
Luther has potential to be used as marketing theme – hot selling in the US
The topic could be connected on a European level, mainly popular and less scientific
(Luther locations: Eisleben, Mansfeld, Magdeburg, Eisenach, Erfurt, Wittenberg,
pilgrimage to Rome, etc…)
Mid-term event in Modena could be connected to Luther theme: via literature, e.g. “Q”
– Luther Bisset or Brizzi on Via Francigena, integrating other characters like Mathilda di
Canossa, highlighting the connections between PP regions (old pilgrim Routes, Via
Francigena, Via Romea Nonantola)
Connect to literature, wine and food themes
Sponsoring via bank foundations, etc
Luther marathon
Use Oberammergau to promote Luther topic (Thuringia connection)
Search for further festivals where Luther topic can be promoted
33
Vineyards along Transromanica: Culinary highlights
Top three partners are Italy, Austria and Saxony-Anhalt
Connect wine and enogastronomy to biketrail/ GPS trails/ audioguide
Arrange cooperations to bridge geographical gap where possible via DB/ÖBB
Top partner for Cross-Marketing: Rotkäppchen (LTV), Asti or Barbera, Stefania will ask
Vignola , VCH Hotels, land of motors > attention needs to be paid to exclusivity of marketing
partner
Medieval cooking in connection with cloister, VIP cook and youth could be turned into
exciting highlights
Connect culinary tours with luxury car rental such as Ferrari/ VW on Romanesque Road,
combine with CO²-reduction ticket or eco car.
Partnership with UNESCO or St. James Way/other pilgrim routes
Cross-Marketing through cross-referencing, i.e. links on website, description of connection
between cultural route and pilgrimage as trend topic
Aim is to broaden the offered services and to enhance awareness, benefit is the positive
brand of UNESCO and the well-known St. James Way
Applicable to all regions with UNESCO heritage and regions where St. James Way or other
pilgrim routes are passing by
Cross-Referencing already realised on St. James Way map for Saxony-Anhalt
Problems:
UNESCO as national commissions not interested in marketing, necessity to address to the
sites directly (through linkage on websites or signposting)
St. James Way does not have one organising body
Partnership with Deutsche Bahn/other national railway-companies
Cross-Marketing through:
Name a long-distance or car-transport train („Autozug“) TRANSROMANICA
Suggest press article to Deutsche Bahn connected with railway-offer provided by Deutsche
Bahn (optimally connecting cities with Romanesque heritage, propose free entry in
museum or other, package rail-hotel-culture)
Benefits are the motivation of the Transromanica –guests to use the train for arrival,
providing Deutsche Bahn with new destination ideas and increase awareness of railwaycustomers for Transromanica
Applicable to all regions, good/personal contacts needed
Partnership with Interspar (Edeka)/other big market chains and regional wine producers
Cross-Marketing through promotional weeks in supermarkets with Transromanica-products
Get in contact with regional high quality wine producers and convince them of putting
Transromanica-rosette on the bottles for standardised design
Connect with supermarkets in the regions, offer a stand with Transromanica-wines,
combined with a sweepstake `win a stay in a hotel…´, handling of sweepstakes by PP
34
Benefits for wine producers: promotion of their wine, connection to cultural tourism
Benefits for Edeka: connection to serious brand, culinary delight mix, gain addresses
Applicable to all regions
Partnership with Shell and St. James Way
Cross-Marketing through Couponing
Client gets free entry in a Transromanica-connected museum or reduction if getting fuel at
the next Transromanica-destination (cooperating with gas stations in Transromanica-cities),
control through digital system or coupon-book
Convince Shell to donate 1 Cent per 1000l refuelled for preservation of Transromanicamonument
Benefit: Shell can use positive image of culture, St. James Way can benefit through display
of nearly equal logo, Transromanica raises awareness and preserves monuments
Risks: negative image transfer in case of environmental incident at Shell, lacking motivation
to use green transport
Partnership with Dow Chemical/other big regional industries
Cross-Marketing through sponsoring of a common event/concert in a Transromanica-site
and Couponing for employees of Dow Chemical (free tickets), mutual display of logos
Benefit: Financing of an event in Romanesque church assured, animation of the sites,
positive image transfer to Chemical industry
Other non-elaborated ideas:
Cooperation with automobile clubs which prefer routes or bus companies
Press tours and Tour Info Office as multipliers, Audioguide: stories read by prominent
speakers, Tourism card, example Thuringia
35
4.
Consequences for further procedings in CrossCulTour and Policy
recommendations
4.1
Further proceedings in CrossCulTour
Next steps beginning of June 2009:
3.2.2 Involve partners: analysing needs of cross-marketing partners in interviews
•
•
•
Manual for interviews by PP (Project partner) 4 (June 09)
Telephone interviews by all PP (July 09)
Report by PP4 (August 09)
Starting from outcomes of Best-Practice-Workshop (2.3.1) PP4 develops fact sheets and short
conceptions for cross-marketing partnerships (see 3.6) which function as guideline and assists
telephone contacts of all PP. The project has decided to prolongate interview phase because the
partner search will be ongoing throughout the project implementation (e.g. cross-marketing
partners with focus on US / Canada and Chinese market). Thus this report will be stepwise updated
until project finalisation.
3.2.3 CrossCulTour Partners (from August 09):
•
•
Stepwise elaboration of agreements and contracts with cross-marketing partners, especially
on actions for PATA marketing (4.5), all PP supported by PP4
Signatures with approximately eight cross-marketing partners (by May 2010)
As stated with 3.2.2 these steps might be prolongated in order to cover partnerships for all planned
implementations.
4.2
Policy recommendations
The analysed and further discussed Best Practice - examples for cross-marketing have proved that
realisation of cross-marketing can be facilitated by certain conditions, but the actual establishment
of a cross-marketing partnership is especially dependant on personal or institutional relationships
and favourable constellations. Policy and institutional actors might influence and create the general
favourable conditions, but the actual cross-marketing partners are deciding on their on behalf.
Certain strategies have succeeded according to the findings of research and discussion:
Create tourism topics with ties to non-tourism sectors (e.g. Wasserreich Kärnten)
Creation of tourism project and topic with clear reference to non-tourism partners, providing
36
multiple potential and occasions for displaying cross-marketing partners (here from water and
energy supply (KELAG) and forest authority); this cooperation was nevertheless also strongly
pushed by federal state government, being thus a cross-marketing partnership of strong public
interest.
Improve sustainable and international accessibility:
as accessibility especially for international guests is of major importance for the marketability of
peripheral cultural tourism destinations the improvement of transport infrastructure is a condition
sine qua non. Thus smaller regional airports and low cost carriers arise also as important partners
for cross-marketing, as they are interested in creating new travel motifs and attracting new tourism
flows to under-employed locations and flight connections. Through intelligent combination of
transport systems (airplane-railway-bus) or compensating measures (e.g. contribution to atmosfair)
requirements of sustainability should be fulfilled.
Promote regional products and cooperation with tourism
Regional products and tourism are constituting a predestined scope for mutual cooperation, as they
both base on endogenous potential and tourists and especially culturally motivated tourists show a
strong affinity towards trying regional dishes and foods (see also market analysis, 3.1.1). To bundle
regional products systematically in order to make them visible, is one important step when
improving basis for cooperation with tourism. The concept of GENUSS REGION ÖSTERREICH, an
initiative of Agrarmarkt Austria Marketing GesmbH. and Ministery for Life comprises a registered
trade mark which promotes regional agricultural products and specialties (http://www.genussregion.at). The chamber of commerce in Modena compiles goods of guaranteed regional origin
(tradizione e sapori di Modena). Than tourism marketing organisations are requested to promote
those regional brands through adequate product lines and tourism topics. Slovenian National
Tourism Board promotes tourism through “Taste Slovenia”, as tourism associations of nearly all
partner regions dispose of similar marketing topics.
Make cultural potential transparent and form an adequate cooperation and communication
structure
Comparable to the agricultural sector also the scope of culture is characterized by a variety and
structured in small units. To be channelled through to the tourist this diffuse, scattered cultural
offer has to be structured and made available. Cultural online portals, structured under tourism
aspects such as the Carinthian, www.kultur.kaernten.at offers detailed informations about cultural
events, institutions etc.. Tourism cards such as the Venice Card or the Thuringian Card gathers and
promotes cultural offers as bookable products. Integrated cultural partners generally volunteer also
37
as potential cross-marketing partners for tourism. Partners from outside tourism and cultural sector
gain a good overview for the general cross-marketing potential.
Create co-brands to profit from established common brands
Many global players renounce from cooperating or communicating their regional origin, as they
want to appear as global actors not regional ones. Thus regional or even federal tourism boards
often fail in gaining such companies as cross-marketing partners. In case of Ferrari the community
Maranello decided to create a brand of it´s own showing clear reference to Ferrari, “Maranello in
Red”. Sure this might be an option, nevertheless such strategy seems to turn out quite expensive
and the success can so far not be testified. It surely will not equal the effects of Ferrari brand and
more likely serve as internal marketing tool to gather local and regional actors for joint activities. It
seems to be more effective to constantly search for synergies and await a favourable constellation
in which conditions for cooperation change (e.g. Ferrari gallery integrated a tourism information of
the region; after several attempts at least AUDI approached the Bavarian Marketing Association and
Sightsleeping hotels for a joint product development).
Integrate the topic of Cross-marketing into further education and formation in tourism and
culture
So far Cross-marketing is handled more or less as an additive or subtopic among conventional
tourism formation not as main focus. The cultural sector especially seems to have a certain
reservation towards cross-marketing as too economical, rather sticking to the subject of sponsoring.
And of course cultural institutions following public purposes (preservation, education etc.) have to
be careful concerning their choice of partners especially when economical aims are involved. Here
further education might help to improve skills and abilities, make the frame work more transparent
and to reduce prejudices and fears among potential partners.
38
ANNEXES
Listed Best Practice Examples in Cross-Marketing from CrossCulTour Online Survey
Best Practice Examples
Slovenia
Skofjaloka pasijon (passion festival)
2
Lubljana Zoo
1
Ars longa Potovanja (tour operator for study tours)
1
Lipka (tourism community)
5
Bohinjski sir (culinary and other marketing activities of Bled region)
1
Festival Lubljana (expositions, theatre, concerts, guided tours, castle)
1
Kamnik-Savinja Alps (Regional park with Cultural heritage and Nature experience)
1
Lipica Horse breeding farm
1
EUROTRAD “Europe of Traditions - A bridge between Euro Regions” EU-tourism project
1
Kraski prsut (delicatessen, bacon)
1
Kongresstourismus
1
Landscape park Sečoveljske soline (Portoroz)
1
Automobile races (Posamenzne pireditve)
1
Postojna Caverns (tourist attraction)
1
International Music Festival Bled
1
Medieval festivals & living history (castle Snežnik, Lubljana etc.)
1
International Carnival Festival (http://www.kurentovanje.net)
1
Tourism education and formation (isobrazevanje turizem), NTI
1
National Tourism Board
1
Renovated Linhart Market of City Radovljici
1
39
Italy (Provinces of Modena and Asti)
1
Asti card
1
Car train (Alessandria)
1
Cartoline Golose / Golosaria
3
Circuito Citta dÁrte della Pianura Padana (Plains of the river Po)
1
City of Turin and chocolate producers
1
Via Francigena, Via Romea Nonantolana
2
Frutteto della Canonica die Vezzolano (Association for Formation of Cultural Landscape around 1
Abbey of Vezzolano)
Iterinario turismo abbinati a modello automobile, MotorTravel: Magazin for Travel, Tourism, 1
Automobile and Motobikes (www.motortravel.it)
Tradizione e sapori di Modena", marchio collettivo della Camera di Commercio / Chamber of 1
Commerci (http://www.tradizionesaporimodena.it)
Turismo religioso di valorizzazione dei siti (not specified : congress in Sicili, formation master 1
degree University Bocconi Milan, European programme for Abbruzzo mountain range)
Collaboration with Borsa del Turismo Religioso
1
Asti Card, Venice Card, Verona Card
3
Sport events (non specified)
1
INTERREG IIIa, boarder transgressing projects Italy-France
1
Strada Europea del castagna (cultural route from Greece, Sicilia, Piedmonte,France, Spain, 1
Portugal (2006)
Narrar castelli e vini, Tour of narrations, legends and degustation of regional wines (castle 2
association; http://www.castellilangheroero.it)
Progetto Montagna (association of hikers in the Appenines, Lazio and the Abbruzzo)
1
Carinthia
Carnia Bee/Honey Products (Bienenprodukte)
1
Event trip Wasser.reich/ Erlebnisreise Wasser.reich
1
Cultural Land - Kulturland Kärnten /Culinary - Kulinarik Kärnten Carinthia
1
Tyrolian Festival Erl and STRABAG
1
Gurk Cathedral and Carinthian Herbs
1
Reconstruction project Friesach (Medieval castle)
1
Carinthia Card
1
40
Hemma Pilgrim Route
1
Germany (Saxony-Anhalt and Thuringia)
City Cooperations (various), Stadtsprung (between Elbe and Harz)
1
Movimentos Festival Autostadt Wolfsburg (Lower Saxony)
1
MDR Music Summer festival
1
Faust Rock Opera (at Mountain Brocken in Harz)
1
Cathedral Treasury Halberstadt and Coffee roasters, hotels, HEX (regional transport)
2
CrossArt Festival Rhineland
1
Bauhauscooperation between Weimar, Berlin and Dessau and DB (German Railway)
1
Marquis de Sade in Vockerode, Dance Festival in Industrial Heritage (closed down powerplant)
1
Gartenreiche (EHGN, European Garden Heritage Network)
1
Baden-Baden SWR New Popfestival
1
Rhinegau Music Festival
1
Marketing cooperation “Cultural Heart of Germany”
1
Destination Culture, Trips to the Medieval (Fahrtziel Kultur, Reisen ins Mittelalter)
2
Romanesque Road, Fascination Romanesque in Saxony-Anhalt (Magazin)
2
European Route of Brick Gothic
1
Luther Memorials
1
Convention Triangle Halle, Dessau, Magdeburg with German Railway
1
Cultural Landscape (EU Project)
1
Radeberger, Dresden, Semper Opera, SAT1
2
Ruhr 2010 – European Cultural Capital
1
Catholic Youth Movement
1
41
Tourism marketing topics from TRANSROMANICA Partner regions
Saxony-Anhalt40
Brand columns:
Road of the Romanesque („Straße der Romanik,”)
“Blaues Band“ (nature and activity next to the rivers)
Garden dreams (“Gartenträume“)
„Himmelswege“ (touristic route on the theme of archaeology)
Themes:
recreation, activity, health (biking, hiking, water, wellness and health)
culture and cities („Straße der Romanik“, UNESCO and sites conncted to Luther,
„Gartenträume“, land of music, cities)
MICE, business travel
Culinarity, country-side, environment (regional products, holidays on the countrysite).
Crossing touristic
routes
Thruingia41
St. Jakobus Pilgerweg (pilgrimage),
Luther-Pilgerweg (pilgrimage),
Via Regia,
Himmelswege (archaeology),
Weinstraße Saale-Unstrut (wine)
Elberadweg (biking at the brink of the Elbe river)
Europaradweg (european bike trail).
Nature and activity (hiking, biking, nordic walking, winter sport),
Cities and culture (Bach, Goethe, Schiller, Luther, Bauhaus, offers in cities),
Wellness and health (Spas, health resorts, Wellness, Fitness, Beauty).
Themed years:
2008: „Ich wandre ja so gerne ... Thüringen 2008. Wanderglück,
vom Rennsteig bis zum Harz“ (Hiking in Thuringia)
2009: 90 years Bauhaus in Thuringia
2010: Discovery of Thuringia by bike
Crossing touristic
routes
Carinthia42
Klassikerstraße (classic road - Goethe, Schiller, Bach),
Thüringer Porzellanstraße (road of porcelain in Thuringia)
Core competences:
sport, aktivity and outdoor (hiking, ecological tourism, biking, horse riding, golf and
adventure sports),
sun and lake (recreation and family).
Boom themes
winter,
health and well-being (reflection and spirituality, wellness/holistic health,
therapeutical measures).
Developing themes:
culture and trips (mediaeval times, Romans and Celts, routes of pilgrimage and
historic routes).
40
41
MWA (2002): S. 32; siehe dazu auch: MWA (2004), S. 17.
TTG (2008), Internet: http://www.thueringen-tourismus.de, S. 8f, abgerufen am 10.09.2008; siehe dazu auch: o.V.
(2008), Internet: www.thueringen-tourismus.de, abgerufen am: 10.09.2008.
42
Crossing touristic
routes
Slovenia43
Crossing touristic
roads
Serbia45
Hemma-Pilgerweg (pilgrimage),
St. Jakobsweg (pilgrimage),
Via Imperialis (castles, palaces, monasteries),
Rosentaler Schlösserstraße (castles)
Domitian Pilgerweg (pilgrimage)
Mittelkärntner Kultur.Rad.Weg (culture and biking).
thermae, wellness (health resorts, thermal water),
Glücksspiel und Vergnügen (gambling and enjoyment),
Congresses and meetings,
Active holidays (hiking, horse riding, biking, ski, golf, tourism close to the water),
Natural and cultural heritage (national parks, museums, sacral architecture),
Themed roads (side roads, wine roads, hiking trails),
Culinary and wines (inns, culinary experiences, Drau wine regions wine cellars),
On the countryside (farm-holidays),
44
Transromanica as of 2009 ,
Bike trail along the Danube river.
Path of venus (castles, palaces, mediaeval towns),
Next Exit (side roads),
GothicMed (Koper, Pluj),
Tudeslove (castles and forts),
Emerald Route, Wind Route, Amber Route, Sun Route, Peddler Route and
Goldenhorn Route
Destinations (cities, villages, mountain resorts, health resorts),
culture (abbeys, ethnological villages, historical highlights),
nature (landscapes, national parks),
Activity (hiking, climbing, (mountain-)biking, fishing, ski, rafting, observing bird
watching, horse riding).
The touristic concept distinguishes the following resorts:
City tourism
Mountain tourism,
Transit tourism
Spa tourism,
Tourism across the Danube river.
Crossing touristic
routes
Modena, Parma,
Ferrara46
Wine route,
Itinerarium Romanum,
Bike trail along the Danube river.
Spirituality (Religious Hospitality with spiritual centres),
Wellness (Spas),
Aktivity (Ski, Golf),
Culture and architecture (Dining and sleeping in palaces, castles, historic
residences),
Gastronomy (Parma-ham and –cheese, Aceto Balsamico),
Land of motors,
42
OGM (2005), S. 174; o.V. (2008), Internet: www.kultur.kaernten.de.
O.V. (2008), Internet: www.slovenia.info, abgerufen am 10.09.2008.
44
National Tourist Association Slovenia (2008): Telefonat, Nina Pecoler, am 18.9.2008.
45
O.V. (2008), Internet: www.serbia.travel sowie Cerovic, S. (2007), S. 30, Novi Sad.
43
43
Theme parks,
Art and culture (monasteries, churches, modern architecture, gardens and parks),
nature.
Crossing touristic
routes
Piedmont47
Crossing touristic
routes
South
burgundy48
Crossing touristic
routes
Europa
Romanica49
Crossing touristic
routes
Sentiero Matilde Matilde of Canossa,
Sentieri della Luce (Paths of the light) ,
Via Romea, Via Francigena,
Itinerari die Castelli (Burgenstraße) (Carpi, Levizziano, Vignola),
Il sentiero Matilde (Frassinoro),
La via Bibulca (Frassinoro),
La via Romea Nonantolana (Vignola, Coscogno, Pieve di Trebbio),
Bike trails along the Adria und within Ferrara.
Aktivity (skiing, hiking),
Specialities (wines, truffles).
Via Francigena (pilgrimage),
Castelli Aperti (Moncucco in 8km distance - castles),
Strada del Vino (Vezzolano, Castelnouvo - wine).
Gourmet (gastronomy, local product, wines),
Dynamics (golf, hiking, fishing, horse-riding, spas),
Inspiration (Romanesque, castles, museums, soiritual contemplation, artisany).
Route des Châteaux en Bourgogne du Sud (castles).
Routes (by motorbike, walk oder boat),
nature (health tourism, caves, winter resorts,
cultural tourism (castles, monasteries, cathedrals, archaeology, UNESCO),
gastronomy and wine (Micoturismo: mushroom tourism – information points,
restaurant network, biscuits, wines),
rural and active tourism (rural accomodation, water tourism, ski, golf, biking,
climbing, horse-riding).
Way of St. James,
Ruta des Duero (river route),
Camino de la lengua (language),
Ruta de Carlos V,
Ruta del Cid,
Vias Verdes,
Ruta de l’oli (olive oil).
46
O.V. (2008), Internet: http://turismo.comune.modena.it, www.emiliaromagnaturismo.it, http://turismo.parma.it,
abgerufen am 10.09.2008.
47
O.V. (2008), Internet: www.regione.Piedmonte.it, abgerufen am 10.09.2008.
48
O.V. (2008), Internet: www.southernburgundy.com, abgerufen am 10.09.2008.
49
O.V. (2008), Internet: www.turismocastillayleon.com, abgerufen am 10.09.2008.
Tourism marketing Topics of Highlights from TRANSROMANICA Partner regions
Region / Highlight-Site
Personalities / Legends
Epoques
Routes
Other
Ev. Domkirche St. Mauritius und Katharina Magdeburg
Otto der Große
Otto von Guericke
Gothic
Straße der Romanik
Blaues Band
Elberadweg
Domstadt
Grüne Stadt
Dom St. Stephan und St. Sixtus - Halberstadt
Kaiser Karl der Große
Gothic
Half Timber
Straße der Romanik
ehe. Bischofsstadt / Domstadt Liebfrauen- und
Martinikirche
Domschatzjahr 2008
Tor zum Harz
Stiftskirche St. Servatius - Quedlinburg
Friedrich Gottlieb Klopstock
Quedlinburg – Stadt der
starken Frauen
Half Timber
Straße der Romanik (Ottonen)
Gartenträume
Harzer Schmalspurbahn
UNESCO
Schlossberg
Adventsstadt
Sport
Dom St. Peter und St. Paul - Naumburg
Uta von Naumburg
Gothic
Straße der Romanik
(UNESCO angestrebt)
Domstadt
Domschatzjahr 2008
Weingut
Dom St. Johannes und St. Laurentius Merseburg
Otto der Große
Merseburger Zaubersprüche
Straße der Romanik
Blaues Band
Gartenträume
Dom- und Hochschulstadt
Domschatzjahr 2008
Schloss
Wandern
Straße der Romanik
Blaues Band
Insel- Bischofssitz und Domstadt im Grünen,
Stadtkirche
Wassertouristik, Wandern, Reit-, Rad- u.
Wasserwandern
Sachsen-Anhalt
Ev. Dom und ehem. Prämonstratenserstift St.
Marien - Havelberg
Gothic
45
Epoques
Routes
Other
Liebfrauenkirche
Arnstadt
Johann Sebastian Bach
Gothic
Renaissance Half timber
Romanik
Liebfrauenkirche,
Bierbrauerei
Bach und Kulturstadt
Bach-Kirche, Schlossruine
Puppenstadt "Mon plaisir"/ Wandern,
Radtourismus
Wartburg
Eisenach
Walter von der Vogelweide (?)
Johann Sebastian Bach, Georg Philipp
Telemann, Martin Luther
Gothic
Half timber
Rennsteig (?)
UNESCO
Wartburgstadt, Bischofssitz / Luther-Stadt
Musikjahr 2008
Nikolaikirche, Elisabethkirche
Thüringen
Ehem. Klosterkirche St. Peter und Paul Martin Luther, Johann Wolfgang
- Erfurt
Goethe, J.S. Bach
Gothic
Klosterruine - Paulinzella
Gothic
Renaissance
Reichsburg Kyffhausen - Bad
Frankenhausen
Barbarossa
Gothic
Renaissance
Dom-, Luther- und Universitätsstadt Erfurter
Fürstenkongress 1808 – 2008, Dom und Severi,
Augustinerkloster, Festung Petersberg,
Mittelalterliche Speisen, Thüringer Klöße/
Bratwurst, Fahner-Landbrennerei
Aktiv u. Wellness, Radwandern
Bier- und Burgenstraße
Jagdschloss
/ Feengrotten
Mittelalterliche Speisen
Wandern, Radwandern, Wasserwandern
Oberkirche Unser lieben Frauen
Naturpark Kyffhäuser / Barbarossahöhle /
Solequellen
Natur Aktiv Erholung, Geopark, Radwandern,
Wanderreiten, Wasserwandern, Kur und
Wellness
46
Epoques
Routes
Other
Dom - Gurk
Hemma von Gurk
Hemma-Schuh
Hemma Hut
Gothic
Hemma-Pilgerweg
Naturpark Gurktal Europagemeinde /
Kulturstätte der Heimat
Wandern, Radfahren, Wassererlebniswelt
Stift - St. Paul im Lavanttal
Hildegard von Bingen
Paracelsus
Hugo Wolf, Paul Hörbiger, Adolf Lorenz
(Lit.), Suitbert Lobisser (Maler)
Gothic / Baroque
Via Imperialis (?)
Kräutergarten, Domcafé und Restaurant,
Weinkeller
Schatzhaus Kärntens
Europaausstellung 2009
Ruine Rabenstein
Apfelmost / Weinbau / Schwammerl
Aktiv in St. Paul, Wandern, Rad- und
Reitwandern
Stift - Millstatt
Gothic / Baroque /
Wilheminan Style
Domitian Pilgerweg
Wellness / Biologisch / Kur / Wandern,
Wassersport, Reiten Millstatt am See
Burgenstadt - Friesach
Gothic
Renaissance
Mittelalterliche Altstadt
Rekonstruktion Burg
Burghofspiele
Ritteressen
Bootsfahrten
Kirchenhalbinsel - Maria Wörth
Gothic / Baroque
Das Herz vom Wörthersee / Familienregion /
Gesundheit, Wellness und Kur
Naturschutzgebiet Spintik-Teiche "WörtherseeFestspiele“
Aktiv: Golf, Rad, Wandern, Wassersport, Laufen
Kärnten
47
Epoques
Routes
Other
Romanisches Schloss - Podsreda
Baroque
Renaissance
Weinstraße
Sotla – das Tal der Gesundheitsquellen
Kloster Olimje
Kur / Therme / Bauernhöfe Weinkeller /
Bierbrauerei
Rad, Wandern
St. Nazarius Kathedrale - Koper
Gothic / Rennaissance
PARENZANA – The Route of Health and
Friendship (aktiv; Natur und Geschichte
Educational Route: The Josef Ressel
grove (about forest, afforestation)
Prätorenpalast
Škocjan Bay Nature Reserve
Wein, Olivenöl
Aktiv, Wellness, Rad
Slovenien
Zisterzienserkloster - Stična
Josip Jurčič (großer slowenischer
Schriftsteller)
Gothic / Baroque
Krka-Quelle und -Grotte / Bauernhöfe
Pfarrkirche St. Martin - Laško
Geburtshaus Anton Aškerc (Dichter)
Gothic / Baroque
Jurklošter, Burg Tabor
Kurbad, Therme, Bierbrauerei, regionale
Spezialitäten auf Bauernhöfen
Wandern, Wellness
Kirche St. Georg - Ptuj
Gothic / Baroque
Weinstraße
Schatzkammer des Jahrtausends
Schloss, Dominikanerkloster
Therme / Bauernhöfe
Weinkeller, Regionale Gerichte
Golf, Wellness, Reiten, Rad, Wandern,
Wassersport, S
48
Epoques
Kathedrale - Modena (Provinz von
Modena)
http://turismo.comune.
modena.it
Renaissance / Barock
Benediktinerabtei S. Silvestro Nonantola (Provinz von Modena)
http://web.comune.
nonantola.mo.it/
Routes
Other
Modena/Parma
Unesco
Synagoge, Natur, Nirano Salse Nature Reservat
/ Therme, Regionale Spezialitäten
Golf, Reiten, Gesundheitspfad, Rad, Wasser-,
Luftsport
Burgund
Basilika Sacré-Coeur
Paray-le-Monial
www.paraylemonial.fr
Regionale Spezialitäten
Europa Romanica
Ermita de San Baudelio
Casillas de Berlanga
www.casillasde
berlanga.com
Kloster Santa María La Real
Aguilar de Campoo
www.aguilarde
campoo.com
Kirche San Miguel
San Esteban de Gormaz
www.san
esteban.com
Santa María de Siones
Burgos
www.aytoburgos.es
Church San Clemente de Tahull
Lleida
www.paeria.es/ang/
UNESCO
49
Serbia
Kloster Žiča
Therme
Jagd, Fischen
Kloster Studenica
UNESCO
Therme
Jagd, Fischen
Kloster Gradac
UNESCO
Kloster Sopocani
Kloster Stupovi
Piedmont
Sacra di San Michele Abbey
Web: www.sacradisanmichele.com
Abbey of Vezzolano
Basilica of San Giulio
www.distrettolaghi.eu
Basilica of Sant'Andrea - A.T.L.
(Agenzia Turistica Locale)
www.atlvalsesiavercelli.it
Sant Evasio a Casale Monferrato Diocese of Casale Monferrato
Literature
Bär, S. (2006): Ganzheitliches Tourismusmarketing – Die Gestaltung regionaler
Kooperationsbeziehungen, Wiesbaden
Dreyer, A. (2000): Kulturtourismus, Lehr- und Handbücher zu Tourismus, 2. Auflage, München/Wien
Freyer, W. (2001): Tourismus-Marketing, Marktorientiertes Management im Mikro- und
Makrobereich der Tourismuswirtschaft, 3. überarb. Aufl., München
Hartmann R., Stelljes, M. (2007): Cross Marketing als innovatives Instrument im
Destinationsmarketing, in: Egger, R., Herdin, T. (Hrsg) Tourismus:Herausforderung:Zukunft (p. 313326)
Koch, J. (2008), Cross-Marketing-Potenziale für die Partnerregionen des Transromanica e.V. unter
besonderer Berücksichtigung der Kommunikations- und Vertriebsmaßnahmen, angefertigt an der
Hochschule Harz Fachbereich Wirtschaftswissenschaften Studiengang Internationale
Tourismuswirtschaft (deutsch – französisch).
Meyer, T., Schade, M. (2007): Cross-Marketing – Allianzen, die stark machen; Mit Partnern schneller
erfolgreich werden, Göttingen
Reinhardt, D. (1993): Von der Reklame zum Marketing: Geschichte der Wirtschaftswerbung in
Deutschland, Berlin
Wieczorek, M., Lachmann, J. (2005): Cross-Marketing im Tourismus, Grundlagen, Praxisbeispiele,
Fallstudien, in: Dreyer, A. (Hrsg.) (2005): Schriftenreihe Dienstleistungsmanagement: Tourismus,
Sport, Kultur; Hamburg
Internet
Alpenzellerland Regionalmarketing AG, Geschäftsbericht 2007, p. 1, internet: http://appenzellerprodukte.ch, retrieved on 02.09.2008.
Online journal for economics WiWiTreff, internet: www.wiwi-treff.de, retrieved on 31.08.2008
Bartnik, R. (2006), p. 3, internet: www.japan-germany-research.de, retrieved on 03.09.2008.
Nestlé Deutschland, press information 09/06: Internet http://presse.nestle.de
Spiegel online on the 4.12.06, internet: www.spiegel-online.de, retrieved on 08.09.2008

Best Practice – Analysis in Cross-Marketing

Transcription

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