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The international promotion of the destination France Maison de la France

The international promotion of the destination France Maison de la France structure, working, strategy . The economic weight of tourism in France. 1st economic sector in France,

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The international promotion of the destination France Maison de la France

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  1. The international promotion of the destination France Maison de la France structure, working, strategy

  2. The economic weight of tourism in France • 1st economic sector in France, • 235,000 entreprises (accomodations, catering industry and entertainement) of which 90% are hotels, bars and restaurants, • Nearly one million persons employed, • 117.6billion Euros of tourist and para-tourist consuption in 2007, • Or 6.2 % of GDP • 39.6billion Euros of foreign tourism revenue in 2007.

  3. Foreign tourists in France Key Data • In 2007, more than 82 million visits by foreign tourists. • Analysis of 8 major foreign clients in France: • and also 826.6 million of french tourist nights on the national territory (residents aged 5 and +)

  4. who is Maison de la France?

  5. Tourism organisation in France Ministry of Economy, Finance and Industry - in charge of Trade, Crafts, Small and Medium Enterprises, Tourism and Services Maison de la France Direction du Tourisme ODIT France

  6. What is Maison de la France?  A G.I.E. Groupement d’Intérêt Economique founded in 1987  A Board composed of 27 members and guided by Alain Jacquier  Board’s members are: - tourist professional - administration (Ministère) - ODIT - Representatives of regions, departments and tourist resorts  Board’s members are nominated and elected by MDLF’s General Assembly  A General Assembly, guided by Hervé Novelli, the Secretary of State for Commerce, Crafts, Small and Medium Enterprises, Tourism and Services  280 employed and 89 at the headquarter  All MDLF’s directors are paid by State. Others employed are paid by the G.I.E.  35 offices in 30 nations = 40 markets  A consolidated budget of 77 million €, 50 % State, 10% membership, 40% commercial partners  Partnership: 87 adherents in 1987  1.400 in 2008 (33 % Institutional - 67 % private industries)

  7. What is Maison de la France? ORGANISATION CHART Ministry of Economy, Finance and Industry Board DG Service Stratégie et Prospective Marketing Direction Communication & partners New Technolgies Secrétariat Général Finance and Internal Control LONG DISTANCE MARKETS (matures et emergents) CLOSE MARKETS (matures et emergents) America Asia/Oceanie West Europe Continental Europe Near & Middle East

  8. Direction du Tourisme What is it? Tourism administration which depend exclusively by the Ministry. The Director is a state functionary. The missions of Direction du Tourisme: • Negotiation of the Ministry's budget , interface of the Ministry of Economy and Budget, • Subsidies and financial assistance to tourist facilities and equipment, • Official statistics and studies of tourism, • Controlling and monitoring of the tourist legislation for hotels, campings and apartment hotels. • More or less 60 employed

  9. ODIT France What is it? Observation Development and Touristic Engineering • A G.I.P. Groupement d’Intéret Professionel supervised by the Ministry in charge of tourism. His missions: • National Observatory of Tourism, • Study and development of the mountain, • Engineering and projects, • Spaces and channels. • ODIT’s services are paid but ODIT receive subsidies from the State. ODIT’s partners, for example MDLF, are concerned with: - tourism development - development of touristic products (channels) - economic tourism development strategy • More or less 50 employed

  10. Maison de la France For the French Tourism  A general interest mission  Promote France as a touristic destination, valorising his offer and spreading an adequate image  Give information about the destination  Services to aderents  Information and communication  Public Relation and Press  Trade and Promotion  Market analysis

  11. 4 services for aderents 1. Information and Communication 1079 advertising campaings: • More than 812 on line campaings in 2007 (139 in 2005) more than 260 000 visitorsinformed in all MDLF’s officies. 18.6 million of visitsand more than 62 million of pages seen on Franceguide.com in 2007.

  12. 4 services for aderents 2- Public Relation and Press  2 516 journalists hosted in occasion of eductour and other promotional actions  19 109 articles in magasines, TV and radio programs = more than 312 M Euros CVP 3- Trade and Promotion  131 fairs and exhibitions of which 80 were for the general public and 51 for professionals,  138 workshops, which allowed the partners of Maison de la France to meet more than 34 188 professionals,  230 animation and training operations of distribution network, more than 31 614 professional trained in the promotion of France 4- Market Analysis  32 marketing foresight newsletter  1 international marketing foresight newsletter monitoring trends in key markets  85 market reserarchavaiable on line

  13. Franceguide.coma promotional instrument • Information • 30 markets, 24 web sites • 18.6 millions of visits in 2007 • several thousand content in 16 languages • more than 10.000 articles in english • Marketing • Different web spaces for different targets : pro, press and public • A database composed of more than 1 million of opt-in contacts • Introduction of new technologies to add a bit of interactivity (vlogs) • Sales • The SNR (Serveur National de Réservation) started in 2006 • B2C offers will be transformed in B2B offers from 2009 Acces to SNR from Franceguide.com Home Page

  14. Dispositif Thématiques Mini web sites dedicated to a specific topic

  15. An 8 years campaign to substain a good welcome • National campaign « Bienvenue en France » Hisobjects are: • Awareness of tourism professionals to improve the quality of welcome. • General public awareness through communication in France and abroad • « Bienvenue en France » is 72 000 frenchprofessional partners Des recommandations pratiques à l’usage des professionnels

  16. Double marketing approach  Differentiated market approach:  A market strategy taking into account their specificity  A different approach to close/distant markets and to mature/emerging markets  A Thematic approach:  Highlighting the diversity of offers segmented according to their consumption patterns to better meet demand  Based on topics whose promotion is assigned to clubs or work-groups getting together professionals. Clubs are organised in 4 departments: Business (Affaires), Culture (Culture ), Art of Living (Art de Vivre) and Products (Products)

  17. MDLF’s Clubs: a marketing approach based on produits  Industry and Professional Products Departmet • The French Convention Bureau (CFTAR) • Economic discovery / « Découverte économique » • Shopping, Luxe, Events, Movie / « Shopping/Luxe/Evénementiel/Cinéma» Products and Special Segments Departmet Club Youth Tourist Club Weel-being Club Golf International Club Naturist Goupe Tourisme&Spirituality Tourism and Handicaps Gay Tourism Seniors Leisure Park

  18. MDLF’s Clubs: a marketing approach based on produits Culture / Art de vivre Department Club Châteaux-Musées-Monuments / Castels-Museums-Monuments Club des Grandes Villes de France / Top French Cities Groupe de travail « Tourisme Viti-vinicole » / Working Group Wine Tourism Filière « Parcs et Jardins »/ Chain « Parks and Gardens » Filière « Produits Laitiers » / Chain « Milk Products » Products / Territoires Département Club Nature Club Mountain (summer/winter) Club Littoral Club Overseas  Working Group « Villages de vacances »  Chain «Sailing / Cruises »  Chain «Sustainable Development »

  19. A partnership which comes at all levels From 87 members in 1987 to more than1 400 in 2008 33% Institutional 67% private actors: 40% direct actors tourism / 27% indirect tourism actors (services and leisure)  Up to 50% of budgetary resources MDLF are from partners  Partners involvement in the strategic planning  A representation at the Board of Directors and at the Marketing Commission  An active participation to each years promotional actions (more than 2.000 in 2006)  A strong participation to MDLF’s clubs: more than 50% of the members are members  A network of 250 foreign experts in France are members of the International Advisory Council (Conseil Consultatif International)

  20. MARKETING STRATEGY 2005 -2010

  21. Eight Marketing Key Issues • Confirm the mission of MDLF reconciling 4 logics: markets, State, Institutional and private partners. • Improve the quality level of France supply. • Renew and enrich the image to make it more attractive and present.   • Publicize and disseminate the diversity of France supply. • Better contribute to sustainable tourism • Limiting the risk of loss of customers in emergencies. • Innovate in terms of promotion and marketing • Anticipate in the Internet and new technologies to support changing patterns of information, promotion and sale of tourist produtcs.

  22. Founding principles & strategic guidelines Four medium-term objectives by 2010  One strategy

  23. Four medium-term objectives by 2010 Make France a more attractive destination renewing its image: •  Supported by a new positioning based on emotions and discovery •  Enhacing the quality of its offer and its services

  24. Four medium-term objectives by 2010  Create value and increase tourism revenues to 40 billion euros from international tourism in 2010 : •  By encouraging customers to increase their trips to France including short stays, •  By strengthening products with high value added value related to business tourism, urban tourism (and shopping), the oversea tourism , winter spor, cruises. •  September 2007 : creation of a new thematic generating strong revenue: luxury / shopping / events, cruises, gay tourism.

  25. Four medium-term objectives by 2010  Develop tourism in all seasons:  By creating new opportunities for short breaks and additional holidays throughout the year.  Based on customers likely to travel outside of peak season.  Better promote tourism Mieux promouvoir le tourisme vers l’ensemble des territoires français By using the unique wealth identity French culture  By making discover a « other France » to customers who only believe to know it

  26. An innovative approach to channels and products  Putting forward a wide range of offer, in terms of activities, equipments and territories.  A new segmentation of channels in four categories to better meet customer expectations and increase effectiveness in the promotion:  Image and appeal products,  Consumer products,  Niche products,  New products.

  27. An exemple of segmentation on a market

  28. Priority Targets  To focus promotion to the general public by targeting it in line with the objectives of creating value and non-seasonal tourism or carrying promises:  active urban population  higher socio-professional categories  seniors active and retired  individual business tourists  young  Mantaining close cooperation with tour operators and alternative networks primarily on long distance and emerging markets  The strenthening of our actions to the press and of opinion relay, powerful prescribers to the general public. => Integration of similar targets

  29. Our markets’ approach  Strategy: « Europe »  Operating a direct promotion of French territories and cities on mature close markets  Encouranging customers to multiply their voyages to France, in particular for short stays.  Strategy: « long distance, emergents and matures markets »  Using major tourits attraction to touch the whole territory.

  30. At the same time on all markets: targeting and prioritization of issuing markets priority • (major urban markets with a strong economic wealth).

  31. Conclusions  Target:40 billion d’euros of tourist revenue in 2010  The creation of a world-level signature France  Increase long stays instead of multipling the number of stays in France  From a markets’classification to an issuing markets.  Promote a tourist structure to touch the whole territory A new chains and products organisation in line with customers’ expectations

  32. Since the launch of this new strategy, what are the results?

  33. MDLF’sCorporate Communication • Revue France: one of the major communication tool. A magazine describing France’s Regions and his touristic products to the general public. The Revue France is edited, with different names, by offices in major markets: USA, UK, Spain, Italy. • In Italy, since 2008, the Revue France is named Franzine. • The web site www.franceguide.com with a recurring and recognizable graphics for all versions. • New Label France « Marque France » which will be always matched with MDLF’s logo and a signature. Through an organised communication strategy.The Label France will contribute to the launching of the new France tourism policy « Destination France 2020 »

  34. Tangible results • The promotion of the brand « Qualité Tourisme » • A stronger partnership Towards greater coherence and increased clarity in the promotion of France • The declination of the MDLF’s strategic guidelines by many tourist offices • The development of conventions: SNCF / Sodexho / FNOTSI / Hertz + thematic conventions: Evian Master + SEAT / Destinations nature + CRT auvergne , etc.. • The development of events: for a festive image of France : Cézanne’s Year, Da Vinci Code, Rugby World Cup, Armada de Rouen 2008, Brest 2008, etc… • A quantifiable result: an increase of 4.3% of revenues from international tourism in France in 2006 in line with the strategic target of creating value

  35. Questions about MDLF • Who is deciding for the budget? • It’s a long procedure. • Each office in the world prepares a first budget • Budget’s preparation by the General Director of MDLF and his servicies • Budget’s approval by the Board • Budget’s discussion with the Ministry of Finance • Integration of MDLF’s budget to the budget of the Ministry in charge of Tourism • Vote on the Budget of the Ministry in charge of Tourism by Parliament. • Budget execution by MDLF’s offices in the world under the control of MDLF’s General Direction • Financial contribution of members, how is it calculated? • 10% of MDLF’s budget is represented by members financial contribution. • Other questions...

  36. Events to renew and invigorate France’s image Cinema as a promotional tool Public and professional actionsaround films set in France Da Vinci Code, A Good Year, Mr Bean, Ratatouille • Travel agents seminars • Private projections / evenings • Press Travels • Competitions • On-line campaigns • Franceguide.com mini-sites

  37. 2007 – Rugby World Cup • A franceguide.com dispositif (mini-site) with in depth description of host destinations • Reception packages given to tourism professionals to promote the national campaign « Bienvenue en France » • International press travels • Specific press or e-marketing campaign on core markets

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