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Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar International Branding and Marketing of Rural Tourism Brigg, North Lincolnshire.

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Präsentation zum Thema: "Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar International Branding and Marketing of Rural Tourism Brigg, North Lincolnshire."—  Präsentation transkript:

1 Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar International Branding and Marketing of Rural Tourism Brigg, North Lincolnshire (UK), Nov. 16, Hans Embacher Austrian Farm Holidays Association Gabelsbergerstraße 19 A-5020 Salzburg

2 countries of origin basis: category private + appartements on farm, bednights

3 50 % repeat business Ø business size = 12.5 guest beds Ø advertising expenditure per bed /year app. 83,-- Ø price per overnight stay for b&b 24,20. Per appartement (4 persons) 61,90 Load-factor: summer-season 63,6 days/bed/year winter: 45,5 days/bed/year 3,000 members 38,000 tourist beds Farm Holidays in Austria The organisation

4 Austrian Chamber of Agriculture / ministry 8 Provincial Chambers of agriculture regional chambers of agriculture (all) farms Holidays on the Farm 8 prov. asso. Holidays on the farm town and regional pools of renters Holiday Farms Austrian National Tourist Office 9 provincial tourism organization town and regional tourism organization Hotels,inns,room renters, B&B`s and others Organization & Partners task: marketing target: visitor task: development and training target: providers

5 Quality categorization Attractive Products for spec. target groups VISION = imagination of a positive future development product price distribution place promotion Brand Holidays on the farm Using common strengths Promotion channel New markets accessible

6 Farm Holidays in Austria The brand

7 (Internal) brand values Farm holidays in Austria stand for … authentic & honest valuable & good value for money diverse & unique natural & lively (External) positioning with the simple claim real holidays This claim is easy to keep and the answer to the question what does REAL HOLIDAYS stand for? ist simple: REAL HOLIDAYS are holidays with real people and in real nature, nothing artificial, nothing acted, simply real holidays where everything around is real. Holidays on the Farm: basic brand message

8 The brand Holidays on the farm Picture style All used motives must have a direct link to life on a farm and stand for farming life. Authentc, emotional, personal moments (pleasure, enjoyment, life, work, taste, …) Touched and touching in interesting details (of the motive) Community (families, young & old, farmers and guests, …) Nature and animals Farming produce (Handicraft) and food Text style Here we are telling stories: About everything related to daily life on a farm (house, farm, stable, barn, herbal garden, fields, wood, …) Meadow, field, home-made-products … from farmer and farmers wife With love in details – with emotion In order to enable looking, hearing, smelling, tasting and feeling.

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18 Classification since : emphasis on facilities (hardware) : emphasis on services (software) : equal emphasis on three areas * farm quality * facilities quality * service quality Farm Holidays in Austria The quality

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23 The result

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26 Special-interest – products horse riding handicapped people handicraft wine organic farms / health seminars families with children 2 flowers 3 flowers 4 flowers

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28 Farm Holidays in Austria The target groups

29 Farm H. Affinity Top High Middle 4.Dominant Sinus Milieus Basis: total enquiries Holidays on the farm (Austria) © Sinus Sociovision 2004 Soziale Lage Grund- orientierung A: Traditionelle Werte Pflichterfüllung, Ordnung C: Modernisierung II Experimentier- freude B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung 1 Oberschicht/ Obere Mittelschicht 2 Mittlere Mittelschicht 3 Untere Mittelschicht / Unterschicht Sinus B1 Etablierte Sinus C2 Experimentalisten Sinus B12 Postmaterielle Sinus BC3 Hedonisten Sinus B2 Bürgerliche Mitte Sinus C12 Moderne Performer Sinus A12 Konservative Sinus A23 Traditionellen Sinus AA Ländliche Sinus B3 Konsumorientierte Arbeiter

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32 Farm H. Affinity Top High Middle 4.Dominant Sinus Milieus Target Group 30 – 50, travel without children Target Group 30 – 50, travel without children © Sinus Sociovision 2004 Soziale Lage Grund- orientierung A: Traditionelle Werte Pflichterfüllung, Ordnung C: Modernisierung II Experimentier- freude B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung 1 Oberschicht/ Obere Mittelschicht 2 Mittlere Mittelschicht 3 Untere Mittelschicht / Unterschicht Sinus B1 Etablierte Sinus C2 Experimentalisten Sinus B12 Postmaterielle Sinus BC3 Hedonisten Sinus B2 Bürgerliche Mitte Sinus C12 Moderne Performer Sinus A12 Konservative Sinus A23 Traditionellen Sinus AA Ländliche Sinus B3 Konsumorientierte Arbeiter

33 © Sinus Sociovision 2004 Soziale Lage Grund- orientierung A: Traditionelle Werte Pflichterfüllung, Ordnung C: Modernisierung II Experimentier- freude B: Modernisierung I Individualisierung, Genuss, Selbstverwirklichung 1 Oberschicht/ Obere Mittelschicht 2 Mittlere Mittelschicht 3 Untere Mittelschicht / Unterschicht Heavy User - Internet Affinity high middle low Sinus A12 Konservative 6% Sinus B1 Etablierte 10% Sinus B12 Postmaterielle 9% Sinus C12 Moderne Performer 8% Sinus B2 Bürgerliche Mitte 19% Sinus AA Ländliche 7% Sinus A23 Traditionellen 14% Sinus B3 Konsumorientierte Arbeiter 10% Sinus BC3 Hedonisten 12% Sinus C2 Experimentalisten 5% Examples

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39 Toni´s Freilandeier (Tonis free range eggs) März Einleger in Eierschachteln + Gewinnspiel Zeitpunkt: Auflage: Aktion: Farm Holidays in Austria The business cooperations

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41 Print-Ads Schaltplan Printanzeige: Süddeutsche Zeitung Magazin / Welt am Sonntag Icon / Welt am Sonntag Icon / Zeit-Magazin LEBEN / Handelsblatt / Reichweite: ca. 32 Millionen Leser

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44 1991 / 1999 / 2008 Ø Price in Occupancy rate (bednights) Ø Turnover/bed in 24,20 17,20 13,10 +31% +85% % +19% % +120% Verbraucherpreisindex (Basis: 1986): 1991 – 113,1 / 1999 – 134,5 / 2008 – 162,8 (Quelle: Statistik Austria) Farm Holidays in Austria The development

45 Branding for Farm holidays – what can the farm holidays association achieve? (as cooperation plattform of the 8 provincial associations and their member farms) * To realize ONE branding-strategy for Austria and thus …... optimizing the use of the (limited) marketing resources... making Farm Holidays noticeable at the market... steering the marketing activities * creating image – Farm holidays are in trend! * optimize the F.H.-presence at the tourism market (esp. on internet) * prepare the ground für marketing activities on enterprise level * reaching a limited number of customers in particular

46 Strategy Farm Holidays in Austria The future

47 Farm Holidays in Austria Where does the way lead?

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50 Thank you for your attention!


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