Norge som feriedestinasjon - John Martin Aurtande

Utvikling av merkevaren
Norge som feriedestinasjon
Oslo 11. juni 2014
Norge som reisemål
Er det noe å se og gjøre?
Dyrt
Kaldt
Byer?
Nordmenn er reserverte
Mørkt
Natur
Kultur?
Vakkert
Rikt land
Godt velferdstilbud
Aktivt
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
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
The ideal holiday
Can be explained by four different factors
Skiing
A set of
activities
Saltwater
fishing
Visit
museums
Friendly
people
Destination
features
Interesting
sights
Beautiful
nature
Observe
nature
Ideal
holiday
Active
Personality
of the
destination
Authentic
Discover new and
interesting places
Relaxed
Escape from
hectic daily life
Emotional
benefits
sought
Share good
times with
others
The results:
Fundamental
meaning of
going on
holiday
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
All holidays must fulfil these criteria
irrespective of the type of holiday
Source: Qualitative focus groups and quantitative survey
Being
together
The results:
The motivational
segments
Censydiam modellen
8 motivsegment: Disse representerer de ulike basismotivene for
hvorfor folk reiser på ferie
Segment volume – all markets in total
- holidays in general
14%
15%
15%
1%
23%
4%
23%
5%
* Share of overnight stays
Segment share
- All destinations – all types of holiday
Total all markets
14 %
Netherlands
20 %
Russia
Germany
15 %
6%
12 %
5%
0%
23 %
26 %
21 %
17 %
22 %
10 %
20 %
24 %
30 %
40 %
4% 5%
2%6%
7%
6%
50 %
23 %
1%
23 %
6%
5%
60 %
0%
70 %
2%
2%
80 %
n: 2417
18 %
25 %
21 %
n: 6239
15 %
9%
16 %
90 %
Liberation
Sharing Good Times
Togetherness
Harmony
Routine
Broadening your horizon
Luxury
Exploration
n: 1880
n: 1942
100 %
n = visits abroad
The results:
Assessment of
Norway
Norway as a travel destination
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.
France
Spain
38 %
Austria
38 %
Turkey
45 %
31 %
Switzerland
28 %
15 %
Croatia
9%
Sweden
9%
26 %
25 %
Netherlands
13 %
Finland
12 %
23 %
18 %
10 %
15 %
5%
4%
24 %
19 %
7%
Egypt
New Zealand
31 %
13 %
USA
43 %
38 %
20 %
Denmark
China
54 %
49 %
23 %
Germany
Canada
59 %
27 %
Greece
Scotland
60 %
43 %
Italy
Norway
63 %
45 %
12 %
3% 9%
2 %5 %
Ever visited (%)
France
Spain
Italy
Austria
Turkey
Greece
Germany
Switzerland
Denmark
USA
Croatia
Sweden
Netherlands
Finland
Norway
Egypt
Scotland
Canada
China
New Zealand
Repeat (%)
71%
71%
64%
70%
56%
51%
74%
52%
44%
53%
36%
37%
53%
53%
35%
55%
34%
34%
34%
31%
Visited twice or more (%)
Average: 53%
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.
Not a clear brand footprint for Norway
Core only
(top 5 %)
Core and
differentiating
Norway as a travel destination
Profiling
PRODUCT
CHARACTERISTICS
PERCEPTION
WHAT
•
•
•
•
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
ACTIVITIES
•
•
•
•
•
•
•
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
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
PERSONALITY
•
•
•
•
PEACEFUL
ACTIVE
FRESH
SOOTHING
DIFFERENTIATING
Norway does not have any area where it has a good or
perfect perceptual fit
Perceptual Fit with segments - Norway
Perfect fit (>0,60)
Good fit (0,30-0,60)
Croatia (.33)
Denmark (.31)
China (.48)
Scotland (.41)
Canada (.34)
USA (.31)
New Zeeland (.30)
Neutral fit (-0,25-0,29)
Negative fit (<-0,25)
LIBERATION
EXPLORATION
SHARING
GOOD TIMES
.17
.29
New Zeeland (.67)
China (.56)
France (.39)
Canada (.34)
USA (.31)
Croatia (.57)
Greece (.53)
Turkey (.47)
Spain (.46)
-.33
LUXURY
TOGETHERNESS
.24
.17
BROADENING
YOUR HORIZON
.19
ROUTINE
-.12
HARMONY
-.19
Not owned
Germany (.82)
Austria (.60)
Finland (.45)
Denmark (.41)
Switzerland (.31)
Not owned
Denmark (.76)
Greece (.61)
Austria (.60)
Croatia (.54)
Sweden (.54)
Finland (45)
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
Komme med bort fra den
hektiske hverdagen
Vennlig
Avslappende
Kultivert
Dele gode opplevelser med eget
reisefølge
Er dyrt
Har et miljøvennlig tilbud
Er ikke ødelagt av turister
Har rolige omgivelser
Gir med en frihetsfølelse
Harmoni
Trygghet
Er godt organisert
Fredfull
Omsorgsfull
Frisk
Hyggelig
Har vakker natur
Trygt
Har god service
Har uberørt natur
Er lett å reise rundt
Kan være fysisk aktiv
Gir meg mulighet for personlig vekst
Gjør med full av energi
Key Conclusions &
Recommendations
Key conclusions
and recommandations
(from Ipsos)
Key Conclusions & Recommendations
1.
Meet the
expectations people
have for all types of
holidays
2. Focus on a specific
target
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
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)
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
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
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
Key Conclusions &
Recommendations
Rebranding of
Norway as a tourist destination
Focusing and enriching the Uniqueness of Norway
Unique
Natur
Advantages
Necessities
Mat
Aktiviteter
Kultur
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
Naturbaserte
aktiviteter
Levende
kystkultur
Natur
Mat
Aktiviteter
Kultur
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
Johan Wildhagen/Visitnorway.com
Nysgjerrige utforskere
CH/VisitNorway.com
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
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
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
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
Kampanje «Skrik»
40
Kreativitet og omtale skaper høyere
betalingsvilje og økt lønnsomhet
41
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
Se filmen: https://vimeo.com/57968138
Oppsummering kampanjen: https://vimeo.com/58024771
1481 skrik
fra hele verden
46
Globalt fokus
165
Besøk fra
land på på
VisitNorway
47
Skrik har vunnet en rekke priser…
48
Tusen takk for meg!
John M Aurtande
[email protected]
8
8
8
www.innovasjonnorge.no
www.visitnorway.com
www.visitnorway.org
youtube.com/visitnorway
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