Norge som feriedestinasjon

Transkript

1 Utvikling av merkevaren Norge som feriedestinasjon Oslo 11. juni 2014

2 Norge som reisemål Er det noe å se og gjøre? Dyrt Kultur? Natur Mørkt Kaldt Byer? Nordmenn er reserverte Rikt land Vakkert Godt velferdstilbud Aktivt

3 What have we done. We have created qualitative hypothesis four focus groups in each country We have validated them quantitatively 1,200 interviews online in each country

4 What do we ask about? Actual holidays Ideal holidays Perception of Norway What answers can that give us? -How is Norway positioned as a holiday destination? -The competitive landscape (Norway vs. other countries) -What an ideal holiday looks like -How Norway should be positioned (in relation to communication, products and service provision) -Gaps where Norway has weaknesses either in people s perception of Norway or in relation to their actual holiday experiences

5 The ideal holiday Can be explained by four different factors Skiing Saltwater fishing A set of activities Visit museums Friendly people Destination features Interesting sights Observe nature Ideal holiday Beautiful nature Active Personality of the destination Authentic Discover new and interesting places Emotional benefits sought Share good times with others Relaxed Escape from hectic daily life

6 The results: Fundamental meaning of going on holiday

7 In the research, we found that there are some common denominators across all types of holidays and across all segments: Holidays abroad must always help you to escape from your daily life! The core of all holidays is about: Escapism New and interesting places Being together Source: Qualitative focus groups and quantitative survey All holidays must fulfil these criteria irrespective of the type of holiday

8 The results: The motivational segments

9 Censydiam modellen 8 motivsegment: Disse representerer de ulike basismotivene for hvorfor folk reiser på ferie

10 Segment volume all markets in total - holidays in general 15% 14% 15% 1% 23% 23% 4% 5% * Share of overnight stays

11 Segment share - All destinations all types of holiday Total all markets 14 % 15 % 23 % 4 % 5 % 23 % 1 % 15 % n: 6239 Netherlands 20 % 6 % 26 % 2 % 6 % 23 % 0 % 18 % n: 2417 Russia 12 % 21 % 17 % 7 % 6 % 25 % 2 % 9 % n: 1880 Germany 5 % 22 % 24 % 6 % 5 % 21 % 2 % 16 % n: % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100 % Liberation Sharing Good Times Togetherness Harmony Routine Broadening your horizon Luxury Exploration n = visits abroad

12 The results: Assessment of Norway

13 Norway as a travel destination France Spain Italy Austria Turkey Greece Germany Switzerland Denmark USA Croatia Sweden Netherlands Finland Norway Egypt Scotland Canada China New Zealand Across the 3 markets 19% of people have ever visited Norway, which is lower than any other Scandinavian destination. Norway also ranks at the bottom of the list in terms of repeat visitors. 45 % 43 % 38 % 63 % 60 % 59 % 38 % 54 % 27 % 23 % 31 % 20 % 49 % 45 % 43 % 38 % 13 % 15 % 31 % 28 % 9 % 9 % 13 % 12 % 7 % 10 % 26 % 25 % 24 % 23 % 19 % 18 % 5 % 4 % 15 % 12 % Ever visited (%) Visited twice or more (%) 3 % 9 % 2 % 5 % Repeat (%) France 71% Spain 71% Italy 64% Austria 70% Turkey 56% Greece 51% Germany 74% Switzerland 52% Denmark 44% USA 53% Croatia 36% Sweden 37% Netherlands 53% Finland 53% Norway 35% Egypt 55% Scotland 34% Canada 34% China 34% New Zealand 31% Average: 53%

14 Norway is the most considered Scandinavian destination Particularly high in Gerrnany and The Netherlands Ranking higher on the consideration list versus the having visited list indicates a large unlocked potential for Norway.

15 Not a clear brand footprint for Norway Core only (top 5 %) Core and differentiating

16 Norway as a travel destination Profiling PRODUCT CHARACTERISTICS WHAT PERCEPTION ACTIVITIES HAS BEAUTIFUL NATURE IS NOT TOO WARM HAS UNSPOILED NATURE HAS NATURE THAT OFFERS OPPORUNITIES FOR DISCOVERY HAS QUIET ENVIRONMENTS ALLOWS ME TO LIVE CLOSE TO THE NATURE IS SAFE EMOTIONAL BENEFITS ALLOWS ME TO DISCOVER NEW AND INTERESTING PLACES HELPS ME ESCAPE FROM MY HECTIC DAILY LIFE ALLOWS ME TO BROADEN MY HORIZON ENRICHES MY VIEW ON THE WORLD GIVES ME RICH EXPERIENCES ALLOWS ME TO BROADEN MY KNOWLEDGE OBSERVE BEAUTY OF NATURE OBSERVE NATURAL PHENOMENON EXPERIENCE THE WILDERNESS HIKING (MORE THAN TWO HOURS) DO WINTERACTIVITIES HIKING (LESS THAN TWO HOURS) EXPERIENCE MOUNTAINS WHY PERSONALITY PEACEFUL ACTIVE FRESH SOOTHING DIFFERENTIATING

17 Norway does not have any area where it has a good or perfect perceptual fit China (.48) Scotland (.41) Canada (.34) USA (.31) New Zeeland (.30) New Zeeland (.67) China (.56) France (.39) Canada (.34) USA (.31) LUXURY.24 Perceptual Fit with segments - Norway Perfect fit (>0,60) EXPLORATION.29 LIBERATION.17 Croatia (.33) Denmark (.31) SHARING GOOD TIMES -.33 TOGETHERNESS.17 Good fit (0,30-0,60) Neutral fit (-0,25-0,29) Negative fit (<-0,25) Croatia (.57) Greece (.53) Turkey (.47) Spain (.46) Denmark (.76) Greece (.61) Austria (.60) Croatia (.54) Sweden (.54) Finland (45) Not owned BROADENING YOUR HORIZON.19 ROUTINE -.12 HARMONY -.19 Germany (.82) Austria (.60) Finland (.45) Denmark (.41) Switzerland (.31) Not owned

18 Konkurrentanalyse for de Skandinaviske landene Norge har mest til felles med Sverige Utforskende Unik Aktiv Eventyrlysten Open-minded Har attraktive fjellområder Noe utenom de vanlige Har vakker natur Har uberørt natur Er dyrt Har et miljøvennlig tilbud Er ikke ødelagt av turister Har rolige omgivelser Gir med en frihetsfølelse Harmoni Trygghet Er godt organisert Fredfull Frisk Trygt Kan være fysisk aktiv Komme med bort fra den hektiske hverdagen Omsorgsfull Hyggelig Har god service Er lett å reise rundt Vennlig Avslappende Kultivert Dele gode opplevelser med eget reisefølge Gir meg mulighet for personlig vekst Gjør med full av energi

19 Key Conclusions & Recommendations Key conclusions and recommandations (from Ipsos)

20 Key Conclusions & Recommendations 1. Meet the expectations people have for all types of holidays 2. Focus on a specific target

21 1. Meet the expectations people have for all types of holidays The core of all holidays is about Escapism New and interesting places Being together Learning (Russia) Norway mostly meet these expectations, except the social element

22 1. Meet the expectations people have for all types of holidays Areas for improvement to meet hygiene expectations We must address the basic expectations that People have when going on holiday, including basic comfort, a more social experience and more cultural content. A comfortable experience Ease travel experience Easy of booking Visualising the holiday: knowing how to travel, where to go A social experience Communicate lively towns & villages Populate the isolated scenes Tackle language barrier (especially for the Russians) Good food & drinks Talk about local food & drink traditions But also talk about good international cuisine (for the less adventurous)

23 Key Conclusions and Recommendations - Across all three markets Norway fails to attract a lot of visitors The share of people that have ever visited Norway is low compared to other destinations. Repeat visiting is also lower than average. Norway has a fragmented brand footprint and does not clearly 'own' any motivational segment. Across all markets, Norway is often associated with Exploration and Broadening your Horizon. But the strength of this association is relatively weak. If Norway wants to attract more visitors, it will have to increase its relevance as a holiday destination

24 2. Focus on a specific target BE LESS Gives me a safe feeling Allows me to come to my senses Restores my sense of harmony & balance Structured Soothing Peaceful Harmonious BUILD ON Explorative Unique Beautiful nature Not ruined by tourism Natural phenomena Experience wildlife BE MORE Adventurous Gives me rich experiences Allows me to have unique experiences Allows me to grow personally Discover local culture Discover local history & legends Sightseeing tours

25 2. Focus on a specific target Norway must become more relevant for tourists Norway is recognized as an attractive destination, but Associated with being expensive, cold, lonely and remote Tourists are unsure what they can do in Norway Generally low awareness/knowledge about Norway Norway needs to be moved from nature alone to nature & culture isolation to social passive to active expensive to priceless Importance of cultural differences It is not like home! Rich experiences that help you escape from your hectic daily life

26 Key Conclusions & Recommendations Rebranding of Norway as a tourist destination

27 Focusing and enriching the Uniqueness of Norway Unique Natur Advantages Necessities Mat Aktiviteter Kultur

28 Salgsargumenter Det unike Norge Vi har fire salgsargumenter som alle bygger opp om en turistopplevelse som skaper varige minner. Merkevaren Norge defineres av følgende troverdige, relevante og unike områder: Fersk sjømat og kystspesia liteter Spektakulære fjorder, kystområder og naturfenomen Levende kystkultur Naturbaserte aktiviteter Mat Natur Aktiviteter Kultur

29 Målgruppe Utforskere Hva de ser etter på en ferie: Norges målgruppe er "utforskere". Deres hovedmotivasjon er en nysgjerrighet for å utforske nye og unike territorier natur, kultur, lokalsamfunn, mat og tradisjoner. De ønsker også å få nye energi og utvide horisonten Hvem er de: De har ofte høyere utdannelse, er erfarne reisende, digitale og reiser som regel uten barn. Innenfor denne målgruppen finnes det to grupper: Aktive utforskere Nysgjerrige utforskere Johan Wildhagen/Visitnorway.com CH/VisitNorway.com

30 Merkevareløfte for Merkevaren Norge Verdens mest dramatiske og berikende fjord- og kystopplevelse Norge kan innfri dette løftet: Norge er en attraktiv destinasjon med et unikt spekter av kvaliteter. Vi har spekatulære fjorder, en lang kyst og mange naturfenomener. Foruten det vakre landskapet er det rike forekomster av fersk sjømat og kystspesialiteter, naturbaserte aktiviteter fra havflate til fjelltopp og ikke minst en levende kystkultur. Det er denne historien vi ønsker å fortelle. Casper Tyberg/visitnorway.com CH/VisitNorway.com Bjørn Eirik Østbakken - Visitnorway.com

31 Merkevareverdier Skaper grunnlag for all kommunikasjon og atferd Frisk Friskt, velgjørende, sunt, rent, uberørt, forfriskende, kjølig, vitalt, levende, maritimt Ekte Naturlig, Autentisk, genuint, ærlig, upretensiøst, røft Eventyrlysten Overrraskende, nysgjerring, spennende, aktivt, uoppdaget, variert Raus Uformelt, åpent, liberalt, direkte, likeverdig

32 Merkevarekommunikasjon Stil og tone i tekst Merkevaren Norge skal ha en klar og konsekvent stil og tone som preger all kommunikasjon: Friskt og uformelt med en vri eller dybde som engasjerer Utgangspunkt i turistens perspektiv, ønsker og behov - ikke egen organisasjon eller geografi. Bruke teksten som en mulighet til å formidle merkevareverdiene, ikke bare beskrive et emne eller bilde gå utover det selvsagte. Gaute Bruvik - visitnorway.com CH/VisitNorway.com CH/VisitNorway.com

33 Merkevarekommunikasjon Bilder Bilder av spektakulær natur er den mest kraftfulle komponenten i merkevarebudskapet. Bildene skal også fortelle at Norge har både natur og kultur, det er et befolket land og en arena for sosiale opplevelser og aktiv deltakelse Ole Christian Salomonsens Terje Rakke/Nordic life Terje Rakke/Nordic life Terje Rakke/Nordic life

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40 Kampanje «Skrik» 40

41 Kreativitet og omtale skaper høyere betalingsvilje og økt lønnsomhet 41

42 Dette ville vi oppnå med «Skrik» 1. Fylle naturen med et mangfold av spektakulære opplevelser i tråd med merkevaren Norge 2. Spille på følelser 3. Lage noe kreativt, underholdende og morsomt 42

43 Se filmen: Oppsummering kampanjen:

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46 1481 skrik fra hele verden 46

47 Globalt fokus Besøk fra165 land på på VisitNorway 47

48 Skrik har vunnet en rekke priser 48

49 Tusen takk for meg! John M Aurtande john.aurtande@innovasjonorge.no youtube.com/visitnorway