Welcome to the TMC newsletter November 2011
TMC is a full service communication and representation agency in the Benelux. For the last 15 years, we've been working for the tourism sector in general and tourism boards all over the world.
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We offer
• Tourism Consultancy
• Strategic planning
• Technical marketing planning
• Market representation
• PR and media representation
• Creative concept development & Brand Marketing
• Graphic / online / interactive media creation
• Social media / community management
• Expertise in crisis management
• Media planning, buying and handling
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The TMC team
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Latest Marketing Trends in the Benelux Tourism market - October 2011
Headlines in the media
In the annual economic preview for 2012, the Dutch government communicates the following:
- Economic growth in the Benelux zone expected in the 1,7%-2% range
- Purchasing power is expected to decrease by 1%
- Single income households see a decrease of purchasing power of 1.5 – 2.5 %
- The working population will decrease in income with 0,75%
- The 65+ segment (retired part of the population) will lose 1% of their income.
Headlines in the news:
- Eurozone is monitoring the financial position of Greece closely.
- Some critics expect Greece to go into bankruptcy
- The Euro-Dollar is moving at great amplitude
- Some articles expect the Euro to disappear as a currency!
- Belgium seems a step closer to obtaining a governement
(after over 400 days without one)
Travel trade news - Update from NL
Online travel organization Ebookers is seeing changing in booking behavior:
- a strong increase in number of bookings
- tailor-made combination trips are popular (48% in NL, and 32% in BE)
Especially due to the popularity of low-cost carriers
- Up-market segment is showing an increase
- Budget trips are less popular
Travel trade news - Update from Belgium
Travel statistics: (2010, source WES)
Travel expenditure fairly stable:
- Expenditure of 6.4 billion Euro on travel in 2010 (decrease of 200 million)
- An amount of 12.7 million trips for leisure purposes (decrease of 700.000 trips)
- 70% of the Belgian population traveled one time or more
- 18% traveled one time or more on a short or long holiday in Belgium or abroad
- 39% traveled only abroad
- duration of the trip is on average 7 days
- in total 88 million overnight stays were booked
- the domestic market booked 18 million overnight stays
- internationally 70 million overnight stays were registered
- Less summer holidays, increase of short flight holidays to Mediterranean destinations
In 2011 a slight decrease in summer bookings is noted
- Short and middle haul: -1%
- Long haul : -5%
- Last minute summer bookings are booming
Influence of the ME crisis:
- Egypt and Tunisia: -19% and –21%
- Morocco -4%
- Turkey -5%
Other Mediterranean destination books increases, especially on a last-minute basis:
- Greece + 14%
- Portugal + 12%
- Malta + 13%
- Cyprus, Croatia and Spain: + 10%
The last-minute business remains to be important: Operators are constantly looking for good deals and offers to keep attracting consumers
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New colleague
Ingrid Groen joined TMC as Graphic/media Designer.
Since August 22 2011 I’m part of the Media team at TMC in the function of Graphic/media Designer. After my study of Graphic and Typographic design at the Royal Academy of Art in The Hague I have worked for various companies as a designer.
I'm looking forward to work on both online and graphic projects within the TMC Media Team.
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TMC World initiator call to action
- We connected TO Sawadee Reizen with National Geographic as a mediapartner
- The incentive was a traffic barter for both parties, both growing their Facebook
communities
- Prizes sponsored by Sawadee Reizen -Mediacoverage by National Geographic
- TMC grew the visitjordan Benelux Facebook account with 500 new fans with this actions
RESULTS:
- Jordan one full month in the spotlights!
- Results: 450 fans in one weekend for Jordan!
- Costs involved for the Jordan Tourist Board: none
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Jordan Tourism board Crossmedia campaign
To give this beautiful and mysterious destination a boost in our
market, TMC initiated a crossmedia COOP branding/activation campaign in October.
4 TO's contributed to this campaign, of which the main objective
was to highlight Jordan as a tourist destination for the consumer.
The campaign also stimulated traffic to the visitjordan.com website
and further enlarged the visitjordan Benelux Facebook fanbase
Elements of the campaign:
Outdoor billboards in 300 railway stations in the Netherlands with action link and QR code.
Online: bannering campaign in consumer media, consumer newsletters, B2B newsletters, trade newsletters.
Printed media: consumer magazines, trade magazines, destination reports. |
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Summer- and winterspecial about South Tyrol 2011
Südtirol chose a more upmarket approach in our market. In order to communicate the key values to the right target groups TMC coordinated the initiation of a magazine special. We also handled
the media buying and production. This resulted in two glossy 36
page season specials, sealed with 175.000 and 225.000 copies of several leading Dutch upmarket glossy magazines. The special tells the upmarket consumer all about this Italian destination in all its fascinating facets: culinary delights, wellness treatments and great scenery, all doused with a mediterrenean atmosphere in the mountains, be it summer or winter... |
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