IMPLEMENTATION OF THE CULTURAL TOURISM 2011 PROJECT SPRING 2011

The project implementation has proceeded with speed during this yearand main activities has concentrated in the product development andmarketing.

The project marketingactivities

All marketing activities have based on ourmarketing plan and main target marketshave been Germany and Sweden. Russia isalso an important target market but due toEU-unding regulations the project can nottarget any actions there, so all those actionslies on the responsibility o our partner com-panies.

Germany

The project has a contract concerning the marketing andpromotion in German with Nordic Marketing GmbH, Germa-ny. The contract includes:

• The organising presentation event of the CT 2011 pro-ducts at ITB fair for tour operators and press• The producing the product manual with cross border

products specially targeted to German markets

• Sales visits to the tour operators• Building up and updating the CT blog, FB-pages

and Twitter pages in German language,

www.turkutallinn.com

• Follow up of results and visitors gures of social media

and press articles

The ITB press and marketing event 8.3.2011 was very suc

cessful and it was done together with Turku and Tallinn 2011foundations. They had a separate press event after our mar

keting event and all together we had over 30 participantsfrom tourism business and press.

Sweden

The project organised a marketing and press event for touroperators selling Finland and Estonia in Stockholm 10.5.2011.Martin Ahlberg, FIN-S Markands och Kommunikation wasresponsible for arrangements of the event. Into the eventparticipated 18 entrepreneurs from our partner companiesand visited around 30 buyers / tour operators and press rep

resentatives. The event was very successful and we got a lotof good response from both sellers and buyers.

Cooperation with partnercompanies

The cooperation with entrepreneurs has generally been veryintensive and it has been a great pleasure to notice how ac

tive our partners have been. Especially this has been easy tonotice in product development where they have participatedaltogether 10 different meetings dealing with productions forthe joint products. The project will also like to give special

thanks to our experts creating the cross border products

Merja Hart rom the Travel Experience, Finland

and

Külli

Eller rom Oilinvest OÜ Estonia

. They made it possible that we

now have 4 interesting products including our main sights andservices in both cities.

Product Development /Quality Tourism Products

Project invited cultural and tourism actors/enterprises to coop

eration organizing in March 2010 open call (local newspaper ads)

to create Tallinn-Turku based joint cultural tourism tour pack-

ages. Both in Tallinn and Turku there were 15 organizations orcompanies interested in project. These 30 enterprises/organiza

tions from Culture and Tourism eld took part in product devel

opment process that was followed through under managementof experts

Merja Hart

and

Külli Eller

Kick o –meeting

•

was organized on 4.10.2010 at Esto

nian Art Museum KUMU, Tallinn with 19 representatives ofPartner Companies and WP2 members from both countries.During the meeting were chosen 4 themes for upcoming new

tour packages:

Modern Lie in HistoricalTowns, Facing theSea, Design & architecture in Turku & Tallinn and Foodculture / Feed Your Soul

After dening the themes there were•

workshops

in both

cities, one half day workshop on each theme during which

all upcoming ideas were gathered by expert-moderator:

18.-19.10.2010

In Tallinn (11 participants), moderator KülliEller and in

Turku on 25.10. and 27.10.2010

. Participants:

from 8 to 15 persons depending on the theme of workshop.

Moderator Merja Hart. On

3.11.2010

gathered 20 representatives of Estonian and Finnish Partner Companies to

Followup-meeting

in Helsinki to decide the contents of new tour

packages.

During November-December 2010 experts formulated the•modules into ready products from the material sent bypartner companies. The result: 4 themed joint tour packagesthat are for sale by selected partner companies but theyalso serve as pattern for tour operators who are interested infurther developing of analogous products.

Distribution o the material o 4 jointtheme tour packages:

Material input on project´s workspace (www.culturaltour

•ism2011.com) with links to sales channels and partnersPrinted material (leaets) ready for Matka2011 - presentation•of products on 20.1. in Helsinki at MessukeskusITB 9.3.2011 + sales manual for German tour operators by•Nordic Marketing (leaets in German + special Sales Manual)Promotion of project and the themed tour packages for•Swedish tour operators on 10.5.2011 in StockholmFilms made on basis of these joint tour packages you can see onproject´s Facebook site

www.acebook.com/cultourism2011

or at

www.turkutouring.f

page.:

Scroll all the way down and on the bottom on the right hand side you see title: Kehitystoiminta and under that Hankkeet. Click it and there isthe flm presenting Tallinn – Turku cross border products.

We have also produced marketing and information material to thedifferent marketing and press events. Some of them are possi

ble to down load from our workspace (www.culturaltourism2011.com) or you can also ask from Elena Natale, Tallinn 2011 founda

tion to send it to you. (elena.natale@tallinn2011.ee)

Creation o E-learning entities

E-learning entities are targeted to people interested in or workingin culture and tourisms business. The idea is to give to entrepre

neurs an easy access to information how to developed own busi

ness in given themes. The material is formulated to act like selflearning tool with interactive response. The entities will be locatedat www.Kulmat. and also for Cultural Tourism 2011 project part

ners at our workspace www.culturaltourism2011.com.

Dierent themes o e-learning (available during the summer)1

) Pricing the tourism products

Accessibility of the products

) Traditional distribution channels

ABC of marketing planning

Service chain mapping

Hospitality programme for service providersThe implementation of the e-learning entities is now ongoingand couple of the entities is already ready and of them is in testuse at www.Kulmat.. You are welcome to familiarize yourselfwith it. (Registration https://www.kulmat./tool/)

Example o E-learning material:

“ABC o marketing planning”

is an e-learning material espe-cially aimed to help small cultural tourism organisations in mak-

ing an effective marketing plan. The e-learning material is al

most ready and will be published both in Finnish and in Englishat Kulmat. platform in July.

The most important things in marketing planning are coveredin a short and easy-to-read manner. In the material it is rstexplained why planning of marketing is crucial. From then on

it guides the reader through analysis on to strategic and tacti-cal decisions.

Special interest is given to understanding the trends in tour

ism business and to the motivation and possible ways to de

ne and classify the customers. The importance of internet

and social media are also emphasized.

The aim is to let the reader to reect the subjects on to theorganisation’s own marketing. The material offers a formulafor marketing plan and an Excel sheet for action plan as sepa

rate documents to be downloaded. The reader can ll out thedocuments and after completing the e-learning material theywill have a running start for their own marketing and actionplan or alternatively an update to the current ones.The content for the e-learning material has been produced byFCG Finnish Consulting Group Oy.

Written by Hanna Baas, FCG

Cultural Tourism 2011 in col-laboration with the Capitalso Culture calls to the serv-ice sector to get involved:

Tallinn:

From February till September 2011 Cultural Tourism 2011 incollaboration with the Capital of Culture Tallinn 2011 -Founda

tion has started the biggest ever training programme directedto the service sector in Estonia. The programme is build up inthree seminars each of four sessions, with the nal happeningin the autumn of 2011.The open call was launched publicly in the beginning of theyear, to which more than 260 organisations from Shipping com

-panies, hotels, taxi, restaurants, museums and public transportcompanies responded to.

The concept of the training programme was to analyze the meaningof the service profession and to understand the role of the workerin regard of the occupation, looking in the values of it and changingattitude towards the job with motivational examples of everyday.One of the training sessions was organized towards the mid

dle management giving them tools to how also implementgood service mentality to young people whom came to workfor the companies during the summer seasons.In four month nearly 2000 workers from the partner compa

nies have taken part to the training seminars. The participantstill now have being mainly female of 21-30 years of age.One of the aims of the programme was also to map the prob

lematic parts of the service sector. Some of the biggest lackswere denite: Lack of motivation from management-middlemanagement to the normal employees-, difculties in com

municating the aims of the organization from the managementto the employees, - difculties in nding right employees for

the job.The used material is going to be included to the e-learningentity.

Turku:

Hospitality seminar was organized on 27.4.2011, CulturalCentre Logomo (Köydenpunojankatu 14)The invitation was distributed widely and more than 80 peoplepresenting various service providers, bus and taxi drivers, ho

-tel management and reception personal, business personal,etc. were present.

The programme started with dynamic and interesting perform

ance of actress Tuija Piepponen on theme ”Sign language”.Information about cultural capital´s events as well as aboutother events was given by Lena Kingelin (Turku 2011 Founda

tion) and Teemu Vappula (Turku Touring).The event nished with an interactive question-answer itemwhere participants of the seminar discussed in small groupswith the idea to nd out how to answer typical touristic ques

-tions in Turku.The material:

www.culturaltourism2011.com

in CT 2011workspace (project documents > hospitality seminar 27.4.)