1 / 36

Introduction to Rocky Mountain International European ...

Rita
Download Presentation

Introduction to Rocky Mountain International European ...

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. 12/18/2011 Introduction to Rocky Mountain International & European Tourism Marketing

    2. 12/18/2011 Rocky Mountain International FY05 Successful Regional Tourism Promotion For Wyoming, Idaho, Montana, South Dakota

    3. 12/18/2011 What is Rocky Mountain Intl.? Rocky Mountain International is the contracted European inbound tourism marketing company for the states of South Dakota, Wyoming, Montana and Idaho. We work directly with marketing representatives from each of those four states.

    4. 12/18/2011 Why Go International? International tourists spend five times as much time and five times as much money visiting the United States than domestic tourists. Domestic: $ 331.00 International: $1,530.17 *1999, U.S. Dept. of Commerce Europeans have, on average, 5-6 weeks of government mandated vacation time plus up to 16 annual paid public holidays.

    5. 12/18/2011 Why Go International? International guests are predisposed to visit. International guests are more likely to visit during "shoulder" or off-peak seasons than domestic travelers. Many international guests are much more willing to visit "off-the-beaten-path" rural attractions or destinations than domestic visitors.

    6. 12/18/2011 Why Go International? International (overseas) visitation is a hedge against volatile domestic and Canadian market swings. Our “detriments” (lack of population, rural, access) can often times be viewed as benefits to a world seeking out green and open destinations. International guests enhance the visitor experience for domestic visitors and create additional perceived value.

    7. 12/18/2011 Why Europe? Legal Time Off Requirements: Austria : 30 Days UK : 22 Days France : 25 Days Germany : 24 Days Japan & US : 10 Days

    8. 12/18/2011 Top Overseas Markets Rank Country 2003p(Millions) Change(p) 1. United Kingdom 4,687,000 10% 2. Japan* 4,244,000 7% 3. Germany 1,423,000 7% 4. France 995,000 8% 5. South Korea 710,000 8% 6. Venezuela 544,000 4% 7. Brazil 583,000 4% 8. Italy 550,000 8% 9. Australia 514,000 10% 10. Netherlands 495,000 10% *The UK has overtaken Japan for the first time in 15 years. Source: Tourism Industries, U.S. International Trade Administration - 2003 Bold indicates RMI markets

    9. 12/18/2011 Why RMI? Founded in 1990: South Dakota & Wyoming in 1990; Montana in 1991; Idaho in 1993; Gateway Cities, independent North Dakota program in 1997. STRATEGIC GOALS: 1.) Market and promote Northern Rocky Mountain states/region as a legitimate international destination;

    10. 12/18/2011 Why RMI? 2.) Provide a cost-effective way for states without large tourism budgets to become major players in the international marketplace through pooling of limited funds and private sector partnerships; 3.) Provide a structure that allows individual states and entities to promote unique products.

    11. 12/18/2011 Why RMI? 4.) Provide overseas on-site offices and contract personnel in target markets to represent the region and implement a well-defined and accountable long-range marketing program; 5.) Implement programs that create opportunities for the private sector to do business and grow the tourism economy within the state and region.

    12. 12/18/2011 Current RMI Services Five Overseas Offices & Personnel Multi-Language Publication - Real America Guide Multi-Language Web site: rmi-realamerica.com Central European Fulfillment and Distribution Overseas Trade and Consumer Shows Familiarization Tours “Roundup” Marketplaces for Private Sector

    13. 12/18/2011 Current RMI Services TRIP Reports: On-Line Inventory and Statistics on regional product On-Line Databases Quarterly Newsletters & Annual Report Corporate Sponsorships and Partnerships Travel Trade and Media Liaison Specialized Promotions and Events

    14. 12/18/2011 What It Would Cost Each State Without Partners 1. Overseas offices in Germany, the UK, France, Benelux and Italy $360,000 Overseas trade shows in above markets $ 81,306 3. Scandinavia Mission $ 30,000 4. Foreign language publications, website(s), Visit $175,000 USA participation in each market 5. Staff Travel &Accommodations $ 29,000 6. Administration, Staffing, Roundups, $ 490,000 Communications, Fam Tours, Advertising, Fulfillment, Postage, etc. TOTAL $1,129,915

    15. 12/18/2011 Benefits of RMI Cooperative Marketing in FY05: State Contracts* : $776,000 Gateway City Agreements : $ 44,500 Partner Agreements : $ 37,350 Airline Partnerships (in-kind) : $ 42,000 Accommodation Partnerships (in-kind) : $ 43,000 Other Partnerships (in-kind) : $ 34,500 RMI Publications : $152,400 RMI-RealAmerica.com : $ 42,000 Trade Shows, Roundups, Seminars : $162,100 Value of Regional Marketing Program :$1,333,850 *State Investment: $ 14.5% of total program value.

    16. 12/18/2011 FYO5 RMI Gateway Cites Denver, Colorado Minneapolis/St. Paul, Minnesota Salt Lake City, Utah Spokane, Washington Portland, Oregon

    17. 12/18/2011 FYO5 RMI Partners Yellowstone Park Lodges (Xanterra) Rapid City CVB Buffalo Bill’s Cody Country Boise Area CVB United, Northwest, Delta Airlines

    18. 12/18/2011 FYO5 RMI Official Receptive Tour Operators Rocky Mountain Holiday Tours Western Leisure, Inc.

    19. 12/18/2011 RMI Worldwide Offices RMI-GERMANY: Rita Hille, Director German Market, Wiechmann Tourism Services, Scheidswaldstraße 73, D-60385 Frankfurt/M Germany, •Email: rita@wiechmann.de RMI-UK : Claire Blacknell, Director UK Market, Office: 6 Tamarisk Close, Stubbington, Fareham, Hampshire, P014 2SW UK, •Email: rmi.uk@btinternet.com RMI-BENELUX:Arjan Helle, Karin Gomes, Steynlaan 40, P.O. Box 872, 3700 SW Zeist, The Netherlands, •Email: karin.gomes@targettravel.nl RMI-FRANCE OFFICE: Hervé Duxin, France Office Manager, BP 377, EVREUX Cedex 27003, France; •Email: herve@duxin.com RMI-ITALY: Dr. Olga Mazzoni, Mario Boveri, Directors; Thema Nuovi Mondi, Via Carlo Pisacane 26, 20129 Milano, Italy, •Email: rockymountain@themasrl.it

    20. 12/18/2011 South Dakota Growth: 25% growth in product from 2003 to 2004 Overnights Offered By Tour Operators

    21. 12/18/2011 Wyoming Growth: 6% increase in product from 2003 to 2004. Overnights offered by tour operators

    22. 12/18/2011 Montana Growth: 33% growth in product from 2003 to 2004 Overnights offered by tour operators

    23. 12/18/2011 Idaho Growth: 69% growth in product from 2003 to 2004 Overnights offered by tour operators

    24. 12/18/2011 Yellowstone Shows 20.8% International Visitation Origin: 1. German Market 21.1%* 2. Canada 15.2% 3. England 9.6%* 4. Benelux Market 7.0% 5. France 6.0%* 6. Italy 5.4%* 7. Korea 4.4% 8. Japan 3.5% 9. China 2.9% 10. Israel 2.8% * = RMI markets Study conducted by National Park Service, 2001

    25. 12/18/2011 RMI Website REACH THE WORLD! Total redesign as of 2004 Includes 17 regional itineraries Includes 44 pages in each language Excellent Banner Ad Opportunities German, French, Italian mirror sites French, Italian and Benelux stand-alone sites WWW.RMI-REALAMERICA.COM

    26. 12/18/2011 RMI Website Total Hits last year : 1,877,267 Unique Visitors : 159,000 International Visits : 77% of visitors

    27. 12/18/2011 RMI Real America Guide Professionally Produced by Gordon Publishing 78 page full color guide to the RMI Region Printed in 4 languages 35K-English 25K-German 10K-Italian 10K-French Distribution program in five countries to tour operators, travel agents, journalists, and consumers Primary regional response piece for fulfillment www.gordonintl.net

    28. 12/18/2011 International Marketing 101: The Do’s and Dont’s

    29. 12/18/2011 International Marketing 101: The Do’s and Don’ts

    30. 12/18/2011 How The Industry Works

    31. 12/18/2011 Pricing Your Product:

    32. 12/18/2011 Promoting Your Product

    33. 12/18/2011 Promoting Your Product

    34. 12/18/2011 Communicating

    35. 12/18/2011 Advertising

    36. 12/18/2011 How To Get Involved

More Related