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Promoting the Edmonton International Fringe Festival in Germany

Promoting the Edmonton International Fringe Festival in Germany. Dania Spillett Jackie Matthon Kellen Stenger Naomi Yu Chelsey Swankhuizen. Edmonton International Fringe Festival. Firm. Edmonton International Fringe Festival

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Promoting the Edmonton International Fringe Festival in Germany

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  1. Promoting the Edmonton International Fringe Festival in Germany

    Dania Spillett Jackie Matthon KellenStenger Naomi Yu ChelseySwankhuizen
  2. Edmonton International Fringe Festival
  3. Firm Edmonton International Fringe Festival Attracts playgoers and performers from across Canada and worldwide Performances range from theatre to many other forms of art and entertainment Established by Brian Paisley
  4. Fringe More than 1,500 performers participate More than 1,200 performances In 2009, over 92,000 tickets sold Over 550,000 people visited the Fringe grounds
  5. Fringe Non profit organization Government of Alberta donated $25,000 With assistance from the Government of Canada Marquee Tourism Events Program the Fringe is able to continue and be successful
  6. Industry Travel Alberta Official destination marketing organization Funded through 4% tourism levy Tourism industry generates more than $5 billion in revenue plus $2.3 billion in taxation revenues
  7. Travel Alberta Tourism expenditures in 2007 were $5.64 billion Expenditures are expected to grow by 2011 In 2008, there was 22.69 million people in the province of Alberta
  8. Edmonton International Fringe Festival
  9. Environmental Analysis Political environment Similar both capitalist countries, common approaches to federalism under the political ideology of individualism Reform has facilitated greater economic freedom and dynamic entrepreneurial activity Ease of travel with E.U. passport
  10. Environmental Analysis Legal environment Foreign and national investors are treated equally under the law Civil law vs. Common law Laws that regulate advertising
  11. Environmental Analysis Cultural environment Strong relationship between Canadian and German culture Strong North American influences to Germany High literacy but there is still a language barrier Germans often feel that Canada lacks culture
  12. Environmental Analysis Business environment Europe’s largest economy Openness to trade and investment Outbound travel market continues to be robust Euro currency is relatively stable and inflation in Germany remains low
  13. Edmonton International Fringe Festival
  14. STRENGTHS Established in the community since 1982 Outdoor activity which attracts Germans Variety of entertainment for families and adults Well rounded experience – local culture, cuisine, Whyte Avenue and Strathcona Farmer’s Market Support from the Government of Canada
  15. WEAKNESSES Performers of the Fringe are not famous or professionals Need to attract visitors who are open to unique and abstract shows Bad weather would deter people from seeing the outdoor shows and venues Not well known internationally Competition with Winnipeg Fringe Festival
  16. OPPORTUNITIES – Alberta Tourism Tourism in Alberta could increase tremendously Weekly non-stop flight service to Frankfurt this summer 10.9 million Germans considering travelling to Canada within the next 2 years Germans get an average of 5-6 weeks of vacation per year Travel Alberta has a strong partnership with Canada West in Germany giving them strength in marketing (Alberta is already well promoted in Germany) Alberta has space and many outdoor and cultural activities which appeal to the Germans
  17. THREATS – Alberta Tourism Canada attracts only 7% of long haul trips Large distance between Canada and Germany Lack of awareness that Canada can provide a vacation experience rich in culture Travelling has become a bigger hassle due to terrorist activity, natural disasters and more strict security Might be government policies that restrict how we can promote the Fringe in Germany as well as travel to Canada
  18. Edmonton International Fringe Festival
  19. Multi-domestic Strategy Product Customized for each market Decentralized control- local decision making Effective because of large differences between Germany and other target markets Minimizes political risk and exchange rate risk
  20. The German Market According to recent studies conducted by Travel Alberta the majority of German travellers see Alberta as a single focus destination
  21. Edmonton International Fringe Theatre Festival
  22. Edmonton Culture
  23. Communication Tools Prior to Arrival: Distribute Brochures to Travel Agencies in the Frankfurt Area Provide sample itineraries Partnership will charter companies En Route: Air Transat’s In-flight Magazine - Atmosphere Upon Arrival: Advertisements in Edmonton International Airport
  24. Marketing Costs
  25. Atmosphere Magazine Because the magazine is placed directly in front of each passenger, and because it focuses on the immediate travel experience of that passenger, atmosphere reaches a motivated and engaged target market with efficiency—providing a top platform for advertisers.
  26. Edmonton International Fringe Festival
  27. Evaluation of Market Strategy Focus was on implementing a “multidomestic strategy”. Multidomestic strategy is based on achieving high local responsiveness and low pressures for cost reductions. Since Alberta has a high volume of German tourists we believe we can be successful in bringing them to the Fringe Festival. Fringe is an inexpensive source of entertainment and we will therefore be able to gain extra dollars for Alberta tourism.
  28. Evaluation Continued Multidomestic Strategy has one potential drawback and that is we will not be able to draw from an experience curve effects and location economies. We have not marketed the Fringe Festival in the German market before so we will not know the response we will get for sure. Having said that, other attractions have been marketed successfully to the German population. Cost management structure will stay the same because Alberta tourism has been marketing to countries and target groups globally for a long period of time.
  29. Marketing Techniques We will be using 3 different techniques to market to the German people: Travel agent brochures. Airline magazine advertisements. Airport co-branding with Travel Alberta.
  30. Marketing Strength We have already entered the German market for attracting tourists. Fringe is a two week event and will create a buzz to get there on time. Germans view Canadian culture as simplistic so there will be an incentive to see the diversity in Canada’s multicultural environment.
  31. Marketing Suggestions Attempt to target the student population in the secondary to post-secondary age category. Focus on specialty programs in arts, theatre or music to arrange a field trip to Western Canada. We can arrange cheap student housing for the duration of their stay. Arrange a tour bus so that students can see other Alberta tourist attractions before they return home.
  32. Edmonton International Fringe Festival QUESTIONS?
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