ATLANTIC ON BIKE PROJECT
WORK PACKAGE 2 / COMMUNICATION A C T I V I T Y 4 / TRANSNATIONAL M A R K E T I N G STRATEGY
1 WP2/ACT 4
OBJECTIVES
The market The product The competition Trends Characteristics Long distance routes Motivations Specificities
Transnational marketing strategy Positioning (Name, Baseline, Values) Brand guidelines Action plan (Objectives, Targets, Tools)
2 WP2/ACT 4
PREAMBLE
Methodology . Analysis . Desk research/Market surveys/Cycle tourism . Data base/30,000 questionnaires . Bulletin boards on long distance cyclists . Interviews . Tour operators . Publishers . Territorial managers/Regional officers . Service providers . Benchmark Eurovelo . Marketing . Governance
3 WP2/ACT 4
PREAMBLE
Who are we working for?
YES
NO NO NO NO
Urban cyclists Day trip cyclists Sports cyclists Moutain bikers 4 WP2/ACT 4
PREAMBLE
Who are we working for?
International level
Local level Local, regional, national level
5 WP2/ACT 4
PREAMBLE
What does the ideal trip look like?
Does EuroVelo 1 correspond to this ideal?
6 WP2/ACT 4
T H E CYCLING MARKET
THE EUROVELO PRODUCT
THE COMPETITION
SWOT
STRATEGY
7 WP2/ACT 4
THE MARKET / PRODUCT
Average length of a trip (overnight cyclists) Database of long distance routes in France 2009/2017 20% Ideal cycle trip 18% 450 km, 7 days 16%
14% 12% 10% 8% 2 to 3 weeks 6% 41% 1 week 23% 4% 32% 4 to 5 weeks 2,0% 2% 1,3% 0%
8 WP2/ACT 4
THE MARKET / PRODUCT
Average distance per day (overnight cyclists) Database of long distance routes in France 2009/2017 Ideal cycle trip 20% 18% 65 km/day 16% 14% 12%
10% 58 8% 41% 64 6% >120 km 65 5% 5% 4% 30<60 km 60<90 km 90<120 km 2% 38% 40% 12% 0%
9 WP2/ACT 4
T H E MARKET / P R O D U C T
EuroVelo 1 9000 km 150 days 5 months
10 WP2/ACT 4
THE MARKET / PRODUCT
What does the ideal trip look like?
SHORT 1 WEEK
Does EuroVelo 1 correspond to this ideal?
Duration Length NO
11 WP2/ACT 4
THE MARKET / PRODUCT
Transport (access) Ideal cycling trip < 3 h/home + Train
Switzerland 26% 47% 4% 16% 3% 4%
France 21% 30% 5% 36% 3% 5%
Germany 20% 36% 3% 36% 2% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Bicycle Train Bus Car Motorhome/Campervan Plane 12 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Major markets Away from major markets
United Kingdom Slovakia Slovenia Sweden Romania Portugal Poland Norway Netherlands Latvia Luxembourg Lithuania Italy Ireland Hungary Greece France Finland Spain Estonia Denmark Germany Czech Republic Cyprus European cycle market Switzerland Millions of overnight trips Bulgaria per destination Belgium Austria
13 WP2/0 ACT 4 1 2 3 4 5 Overnight trips (million) THE MARKET / PRODUCT
STRAVA Europe cycling heat map EuroVelo 1 A place cyclists rarely ever go
14 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Warmshowers network
Network for long-distance cyclists . France . Netherlands and Belgium . Switzerland . Germany
15 WP2/ACT 4
THE MARKET / PRODUCT
Public transportation EuroVelo 1 Difficult to get to by public transport
. Paris-Bodö: 45 h, 8 changes . Berlin-Portugal PT: 40 h, 6 changes . Frankfurt-Aberdeen: 14 h, 3 changes . Frankfurt-Rosslare: 27 h, 4 changes
… but original options by boat
16 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Plane essentials
. Reluctance to travel by plane: 5% . Have to dismantle your bike and find a box . Impractical for e-bikes
17 WP2/ACT 4
T H E MARKET / PRODUCT
What does the ideal trip look like?
NOT FAR EASY TO ACCESS
Does EuroVelo 1 correspond to this ideal?
Proximity Access Public transp. NO
18 WP2/ACT 4
T H E MARKET / P R O D U C T
25
20
15 Ideal cycle trip 10 Comfortable (18-25°C)
5 Sunny with little wind
0 Jan Feb March April May June July August Sept Oct Nov Dec ADFC France EV8 & 17 Pays-Bas 19 WP2/ACT 4
T H E MARKET / P R O D U C T
0°C < very cold < 6°C < cold < 12° < cool < 18°C < comfortable < 24°C < warm < 30°C < hot < 36°C EuroVelo 1 Large contrasts
20 WP2/ACT 4
T H E MARKET / P R O D U C T
Average number of rainy days 30 EuroVelo 1 25 Fairly rainy
20
15
10
5
0 Jan Feb March April May June July August Sept Oct Nov Dec
-5 Bodo Inverness Cork Bristol La Rochelle Salamanca Faro
21 WP2/ACT 4
T H E MARKET / PRODUCT
What does the ideal trip look like?
COOL AND SUNNY
Does EuroVelo 1 correspond to this ideal?
Climate NO Not always Not everywhere 22 WP2/ACT 4
T H E MARKET / PRODUCT
Ideal cycling route Safe, traffic free, low traffic Well surfaced
23 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Currently, routes with little traffic, good road surfaces
24 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Potentially in the future, routes with little traffic, good road surface
25 WP2/ACT 4
T H E MARKET / P R O D U C T
What does the ideal trip look like?
TRAFFIC FREE WELL SURFACED
Does EuroVelo 1 correspond to this ideal?
Traffic Surface NO Not yet
26 WP2/ACT 4
T H E MARKET / PRODUCT
Ideal cycle route FLAT
27 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Challenging!
Elevation gain 120,000 m in 9400 km 500 m 830 meters every day/65 km per day
1000 m 28 WP2/ACT 4
PEDELEC TRENDS
Pedelec users
Age of pedelec tourists in France
70 et + ans 12,2%
60 > 69 years 12,2% % Pedelec /cycle tourists 50 > 59 years 7,4% Belgique 20,0% 40 > 49 years 3,7% 257 Allemagne 18,9% 30 > 39 years 2,4% Pays-Bas 15,6% 20 > 29 years 2,3% Suisse 13,4% 134 Pedelec sold in France 102 Grande-Bretagne 10,0% 78 x1000 France 6,9% 56 38 40 46 Europe du Sud 4,0% 15 24 6 9 Hors Europe 0,0% Datas France EV6 / EV8 / EV17 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
29 WP2/ACT 4
T H E MARKET / P R O D U C T
What does the ideal trip look like?
FLAT
Does EuroVelo 1 correspond to this ideal?
Elevation NO
30 WP2/ACT 4
T H E MARKET / P R O D U C T
Signposting, Ideal cycle route Well signposted
31 WP2/ACT 4
T H E MARKET / P R O D U C T
EuroVelo 1 Existing EV 1 signposting
32 WP2/ACT 4
T H E MARKET / P R O D U C T
What does the ideal trip look like?
WELL SIGNPOSTED
Does EuroVelo 1 correspond to this ideal?
Signposting NO Not yet
33 WP2/ACT 4
T H E MARKET / P R O D U C T
Services Ideal cycle route High density of services
34 WP2/ACT 4
T H E MARKET / P R O D U C T
Density EuroVelo 1 The lowest population density in Europe
. 80% of the route < 15 inhab/km²
35 WP2/ACT 4
THE MARKET / PRODUCT
EuroVelo 1 Existing “cyclists welcome” organizations cover all but the southern part of the route, although density is low in many areas
36 WP2/ACT 4
SITUATION / MARKET ANALYSIS
Ideal cycle route Daily spend Need for a wide range of 14% accommodation options
12%
10% 58 65 8% 67 6%
4% <40 € 40<60 € 60<80 € 80<120>60 y € >120 € 14%10% 37% 27% 33%18% 8% 2%
0% 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 >150 37 WP2/ACT 4 Overnight cyclists in France
T H E MARKET / P R O D U C T
What does the ideal trip look like?
HIGH DENSITY OF SERVICES WIDE RANGE OF ACCOMMODATION OPTIONS
Does EuroVelo 1 correspond to this ideal?
Services Accommodation NO
38 WP2/ACT 4
T H E MARKET / P R O D U C T
Ideal cycle route Well known
39 WP2/ACT 4
T H E MARKET / P R O D U C T
EuroVelo 1 Germany: most popular cycle routes abroad Not on the German radar
Baltic sea cycle route Elbe cycle route 5 NSCR 10 Baltic sea Berlin-Copenhagen Lake Constance 8 Berlin Copenhagen Munich-Venice cycle route 9 Elbe Radweg North Sea Cycle Route 7 Lake Constance Alpe Adria cycle route 6 Munich Venice 1 Danube Etsch cycle route 2 Etsch Via Claudia Augusta 4 Alpes Adria Danube cycle route 3 Via Claudia Augusta 0 2 4 6 8 10 % cycle routes abroad 40 WP2/ACT 4 ADFC Travel Bike Analysis 2018
T H E MARKET / P R O D U C T
EuroVelo 1 Germany: anticipated travel destinations for 2018 Only two EuroVelo 1 countries
Sweden Poland Belgium Switzerland Denmark Spain Netherlands France Italy Austria
0 5 10 15 20 25 30 % cycle routes abroad 41 WP2/ACT 4 ADFC Travel Bike Analysis 2018
T H E MARKET / P R O D U C T
What does the ideal trip look like?
WELL KNOWN
Does EuroVelo 1 correspond to this ideal?
Awareness NO Not yet
42 WP2/ACT 4
T H E MARKET / P R O D U C T
Ideal cycle route Cyclists’ motivations Nature Comfort Low budget Physical activity Adventure Environmentaly friendly Experience with cycle holydays Cultural heritage Rest and leisure Learning about land and people Away from daily life Flexibility Near to nature Physical activity
-0,4 -0,2 0 0,2 0,4 0,6 0,8 1 1,2 1,4 1,6 43 WP2/ACT 4
T H E MARKET / P R O D U C T
What does the ideal trip look like?
NATURE ACTIVE TRAVEL LEARNING EXPERIENCE
Does EuroVelo 1 correspond to this ideal?
Motivations YES
44 WP2/ACT 4
T H E MARKET / P R O D U C T
Ideal cycle route EuroVelo 1
Short Very long Close Far away Accessible PT Difficult access Density of services Lowest density Cool Cold and hot Sunny Rainy No wind Windy Awareness Not on cyclists’ radar Flat Challenging Signposted No continuity Nature / Physical activity Yes/Yes
45 WP2/ACT 4
T H E CYCLING MARKET
THE EUROVELO PRODUCT
THE COMPETITION
SWOT
STRATEGY
46 WP2/ACT 4
THE COMPETITION
OK The IDEAL cycle route is nice, safe & comfortable and guarantees a wonderful holiday…
EuroVelo 1 is NOT the ideal cycle route.
But does this ideal cycle route inspire you?
47 WP2/ACT 4
T H E COMPETITION
Not really NO
48 WP2/ACT 4
T H E COMPETITION
Sweden Sörmland Forest & Lakes 10 best cycle destinations That make you dream
Bavarian Breeze Not EV1 Rides with altitude Danube Passau-Belgrade Or German cycle routes Tom Simpson Pilgrimage Adriatic Shores Balkan Beauty Fruitful Seasons For Riding the Algarve Italian Romance Andalucian Meander
49 WP2/ACT 4
T H E COMPETITION
Wild West Kirghizstan Jordan Jaunt Myanmar 30 incredible Cuba Atlas Cambodia cycling Costa Rica holidays to Sri Lanka Peru Madagascan add to your Highlands bucket list Chile Cape Town
50 WP2/ACT 4 NZ South Island*
T H E COMPETITION
But does this ideal cycle route inspire you?
NO Not really 51 WP2/ACT 4
And does EuroVelo inspire you?
52 WP2/ACT 4
53 WP2/ACT 4
54 WP2/ACT 4
55 WP2/ACT 4
56 WP2/ACT 4
And does EuroVelo YES inspire you ?
Definitely!
57 WP2/ACT 4
T H E CYCLING MARKET
THE EUROVELO PRODUCT
THE COMPETITION
SWOT
STRATEGY
58 WP2/ACT 4
SWOT
. Atlantic unity +/- . Variability (surface, . Sustainability . Strong competition . Nature, wilderness signage, quality) . Health trends (long distance routes) . Break/modernity . Length . Nature expectations . Public not always . Celtic/Scand. cultures . Challenging climates . Growth in cycle tourism cycling friendly . Diversity (languages, . Elevation . Growth in E-bikes . E-bikes on planes cultures, landscapes, . Distance from markets . 45-64 age . Average cycling trip = climates) . Accessibility by public demographic 8 days/500 km transport . Concentrated market . Cyclists’ habits: last . Weak local cycling (France – Germany) minute/flexibility culture . Cross-border offers . Population density . Baltic and North Sea . Service density cycle routes (top 10) . Cost of living (Norway) . Eurovelo awareness 63 WP2/ACT 4
T H E CYCLING MARKET
THE EUROVELO PRODUCT
THE COMPETITION
SWOT
STRATEGY
66 WP2/ACT 4
STRATEGY / PREAMBLE
Don’t forget!
. We have few strengths, but they are very strong … and a lot of weaknesses . We have money now, we won’t have tomorrow (or very little)
KISS Keep It Simple Stupid
67 WP2/ACT 4
STRATEGY / PREAMBLE
EuroVelo 1 Three levels of communication
. International . National . Regional and local
68 WP2/ACT 4
STRATEGY / PREAMBLE
EuroVelo 1 Strong added value to local communication
. Integration into local cycle route marketing is a key issue . EUROPEAN AWARENESS . CROSS MARKETING BETWEEN EuroVelo 1 STAGES
. Invest in good quality infrastructure today and future maintenance will be cheap
69 WP2/ACT 4
STRATEGY / POSITIONING
SCENE ACTIVITIES ATMOSPHERE
Outdoor/Wide spaces Wild/Secret/Isolated Atlantic/Ocean/Tides Coast/Islands/Ports Sports Authentic/True/Simple Waves/Beaches/Salt Strong/Intense/Invigorating Cliff /Fjords/Moor Bike, hike, swim, sail, climb
Resourcing/Sharing Nature/Environment Adventure/Challenge Reunion/Warmth Wind/Rain/Storms Heat/Cold Zen Freedom Birds/Wildlife Nature watching Safe Celtic culture Disconnecting (day to day) Pubs-bars Reconnecting (self, family, Light/Colours/Contrasts cultures, nature) Megaliths 70 WP2/ACT 4
STRATEGY / POSITIONNING
Position & Unique selling proposition . EuroVelo 1: Europe’s ultimate wild frontier
Promises . Not just a holiday, an experience of a lifetime . Experience the regenerating force of the Atlantic Ocean . Unique Celtic and Scandinavian cultures . Warm and vibrant city hubs . So far, so different and yet so near
71 WP2/ACT 4
72 WP2/ACT 4
SITUATION / MARKET ANALYSIS
EuroVelo 1
Experience the Celts’ unique culture
Maximum extent of Celtic culture
73 WP2/ACT 4
SITUATION / MARKET ANALYSIS
EuroVelo 1
Experience the Celts’ unique culture
Highest density of megalithic remains in Europe
74 WP2/ACT 4
SITUATION / MARKET ANALYSIS
EuroVelo 1
Experience Scandinavia’s unique culture
Maximum extent of Scandinavian culture
75 WP2/ACT 4
STRATEGY / TARGETS
EuroVelo 1 Marketing targets
. Partners . Local technicians, politicians, tourism organisations, accommodation providers, cycle shops, etc. . International cycle tourism sector: tour operators, map and guidebook publishers, bloggers,
. … And then cycle tourists
76 WP2/ACT 4
STRATEGY / TARGETS
Cyclist target groups: avoid a Jack of all trades strategy
. Long distance cyclists > 2 weeks and more . Cyclists who have spare time . Young retired people (60/70) couples . Cyclists <30, single/couples/small groups . Seasonal workers single/couples . Experienced cyclists, not families (except locally) . Adventure cyclists/warmshowers network
. International markets . Main European markets: Germany, Netherlands, Switzerland . National markets to expand
77 WP2/ACT 4
STRATEGY / TARGETS
Targets
YES
YES YES YES YES / NO NO
Very long distance Light and fast Gravel bikers Families Beginners
78 WP2/ACT 4
STRATEGY / TARGETS
Young retired 14% Age groups 47 people 48 12% 48 Young 10% workers taking a long 8% break
6%
4% 30<45 y 45<60 y >60 y 14% 18% 33% 33% 2%
0% 20 25 30 35 40 45 50 55 60 65 70 75 >75 79 WP2/ACT 4 Overnight cyclists in France
STRATEGY
EuroVelo 1 Three levels of communication
. International . National . Regional and local
80 WP2/ACT 4
STRATEGY
Brand name
Véloroute de l’Atlantique Atlantikküsten Route
Atlantic – Coast Route
81 WP2/ACT 4
STRATEGY
Brand name
Atlantic – Coast Route
Atlantic- North to South Europe – North to South Atlantic on bike
82 WP2/ACT 4
STRATEGY
Brand name hierarchy
Atlantic on bike Atlantic on bike Atlantic on bike
83 WP2/ACT 4
STRATEGY
Brand name hierarchy
Plata
by Atlantic on Bike on Atlantic by
by Atlantic on Atlantic byBike
de la la de
Vélodyssée
Ruta
Atlantic Bike on Atlantic
La La La La
Atlantic on bike
84 WP2/ACT 4
STRATEGY
Baseline
85 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Europe’s longest cycle route
86 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Cycling secret Europe
87 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Wide and wild Europe
88 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Europe’s ultimate wild frontier
89 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Ride Europe’s Far West
90 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
A peaceful ride in the Atlantic wilderness
91 WP2/ACT 4
STRATEGY
Atlantic On Bike Baseline
Europe from North Cape to South Cape
92 WP2/ACT 4
STRATEGY
93 WP2/ACT 4
STRATEGY
Atlantic on bike Atlantic on bike Atlantic on bike Atlantic on bike From North Cape to South Cape Du Cap Nord au Cap Sud Von Kap North bis Kap Süd Van Noordkaap to Zuid-Kaap
94 WP2/ACT 4
STRATEGY
Marketing tools: 3 levels to amplify effects
Internal/Corporate
B to B level
B to C level
95 WP2/ACT 4
STRATEGY
Internal/Corporate Marketing tools/Internal level
. Networking/Partners/Governance . 2 meetings/year . Infrastructures/Communication
. Extranet . Shared documents/pictures/logos . Shared planning
. Image bank (pictures/clips) free of copyright . Covering the full route . Qualitative (wilderness, POI)
. Corporate design manual . Integrating EuroVelo 1 communication into Regional Routes
96 WP2/ACT 4
STRATEGY
Marketing tools/B to B level B to B level
. Specialised press and bloggers . Identify influencers . Provide content (images/reports) . PR (launch event, eductours)
. Guidebooks and maps . Entire route published (EsterBauer, Huber)
. EuroVelo route Certification . Awareness . Visibility . Added value/attractiveness
97 WP2/ACT 4
STRATEGY North Cape route
EuroVelo 1
Already good guidebooks
Scotland
Dingle Peninsula
Vélodyssée Camino Francès
Ruta de la Plata
98 WP2/ACT 4 Algarve
STRATEGY North Cape route
EuroVelo 1
Already package tours
Scotland Germany 16.0% Suisse 2.0% EV8 2.0 EV6 1.3% Dingle Peninsula EV1 0.5% Vélodyssée Camino Francès
Atlantic Coast
99 WP2/ACT 4 Algarve
STRATEGY
Marketing tools/B to C level B to C level
. Web pages (integrated into the EuroVelo website) + App . Attractive (through images/reports) . Practical (sections, access, accomodation, climate, price level)
. Social media . Facebook, Youtube . Pinterest, Instagram
. Brochure Specialist press, associations: editorial work
. Festivals, tradeshows, events
. Cross selling with national/local itineraries 100 WP2/ACT 4
T H E CYCLING MARKET
THE EUROVELO PRODUCT
THE COMPETITION
SWOT
STRATEGY
N E X T S T E P S
101 WP2/ACT 4
NEXT STEPS
Mar 18 Apr18 May18 June18 July18 Aug18 Sept18 Oct18 Nov18 Dec18 Stopover Stopover Meetings/Seminars IRE POR Mkg coord Mkg coord Audit (market, product, benchmark) Bulletin board (End users) Strategy Corporate design manual Marketing plan
102 WP2/ACT 4
NEXT STEPS
Validate/Steering Committee
. Audit – SWOT
. Strategy . Targets . Positioning/Values . Naming/Baseline . Communication levels
. Next steps . Replace focus groups by bulletin board . Planning
103 WP2/ACT 4
PLANNING
Homework/Marketing coordinators in each country . List of POI + Characteristics . Length of the route + Characteristics (road surface, traffic free, finished, signed EV1) . List of major blogs + Guidebooks + Magazines + Influencers . Potential contacts (e-mails) of cycle tourists who understand English
Homework/Marketing WP2-Act4 leader . Brand registration . URL registrations
104 WP2/ACT 4
Martine ROY – Consultant – [email protected] Nicolas MERCAT – Consultant – [email protected]
altimax.com PARC ALTAÏS ANNECY – 21 A rue Andromède 74650 Chavanod (F) 105 WP2/ACT 4 Tél. : +33 (0)4 50 10 06 55 – Fax : +33 (0)4 50 10 12 57 – Mail : [email protected]