CITY OF ZNOJMO South Moravia, Czech Republic CITY OF ZNOJMO • Location: South Moravia (2nd largest city), on the border with Austria • Historical (medieval) city centre with many sights • Underground passages • Adrenalin Underground • Podyjí National Park, River Dyje • Pickles • Vineyards • Tourism = important part of the local economy Znojmo as a famous wine region ■ VOC Znojmo — Wines of Original Certification — labels wines according to their place of origin ■ For Znojmo region, the typical grapes are Sauvignon, Riesling Rhine and Grüner Veltliner ■ The all-present vineyards and wine cellars are the reason for Znojmo being a popular tourist destination Beer? Sure! ■ Znojmo Brewery – Znojemské pivo ■ Exposition of Brewing Industry (Beer Museum) ■ Znojmo Beer Spa Main Events in Znojmo ■ Twin Towns‘ Days ■ Wine Festival VOC Znojmo ■ Beer Festival ■ Znojmo Music Festival ■ Cucumber Festival ■ Historical Vintage Festival (the biggest in the Czech Republic) ■ Christmas Markets Znojmo Zadax ■ Znojmo Zadax is a marketing project which was implemented by the city council of Znojmo to support tourism and local businesses. ■ Why? Due to coronavirus and travel restrictions, Znojmo, as well as other cities all over the Czech Republic, expected the consequent economic impacts, primarly the high slump in the number of tourists coming into town resulting in economic problems for local businesses. ■ That is why, in May 2020, the city of Znojmo issued the project called „Znojmo Zadax“ (it can be translated as „Znojmo for free“). ■ Communication tool: #mastozadax („You have it for free“). ■ Znojmo Zadax lasted from 1st June till 30th September 2020. How did Znojmo Zadax work? ■ If a customer spent a certain amount of money in a partner local business (e.g. at a restaurant you had to spend at least CZK 150, in a hotel at least CZK 500), he received a voucher that could be used as a free ticket into one of these five sights of Znojmo: – Underground – Town-hall Tower – Beer Museum – Fortification – Guided City Tour How to become a partner of the project? ■ Every single business which is somehow related to tourism (restaurants, hotels, wineries, museums etc.) could have been a partner. ■ No fee required. ■ If partners entered the project, they got full marketing support from the municipality. ■ Partners also received flyers, posters, and vouchers for giving to their customers if they met the conditions mentioned above. Promotional posters Znojmo Zadax How did tourists realise where they can get a voucher? ■ Every business partner was labelled with a special sticker „Znojmo Zadax - #mastozadax“ Marketing and promotion ■ Special website www.znojmozadax.cz ■ Special Instagram account „znojmo_zadax“. ■ Hashtag #mastozadax (=”you have if for free”) ■ We also supported the project on our other social media accounts (Facebook, Instagram, Twitter, YouTube). ■ Online campaign. ■ Social media campaign. ■ Billboards on highway D1. ■ Radio commercials. ■ Adverts in printed media. Evaluation of Znojmo Zadax ■ 140 businesses took part in the project (=almost every business in tourism). ■ Number of vouchers issued among businesses: 62 000 ■ Number of vouchers used as a free ticket: 53 643 ■ Every sight which was included in the project had a higher number of visitors (compared to previous season 2019) ■ Increase in the amount of visitors of the sights is ca. 51 %. Number of visitors Fortification Guided Underground Town-hall Tower Beer Museum (Guided Tour) City Tour Number of visitors 34 427 16 246 2 645 730 1 125 6-9/2019 Number of visitors 41 360 32 989 6 517 1 630 1 189 6-9/2020 Increase (in %) 20 % 103 % 146 % 123 % 5 % Financial aspect ■ Percentage of visitors who entered the sights for free (with a voucher): 41 % ■ Financial losses for the municipality (because of free entrances): – Max. possible income 6-9/2020: ca. CZK 2,3 mil. – Expected loss: CZK 500 000 – 800 000 – BUT: in fact, due to higher number of visitors in general, we have a profit of ca. CZK 250 000 Conclusion ■ Znojmo experienced one of the best tourist season, maybe the best one ever ■ Tourists and local people discovered and visited also less known sights ■ Big advantage = cooperation with local business – „Let´s fight covid togheter“, „We will not let you down“ ■ No business in the tourism industry in Znojmo went bankrupt ■ Znojmo Zadax was very often given as a good example how to support tourism all over the Czech Republic ■ Positive impact for marketing and PR of the city Contact Ing. Zuzana Pastrňáková Spokeswoman and PR Specialist City of Znojmo, Czechia Email: [email protected] LinkedIn YOU ARE WELCOME!.