demarrage · demarrage the rhine cycle route eurovelo greenways and cycling conference ^ Ç o]vpÁ]...
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DEMARRAGE The Rhine Cycle Route
EuroVelo Greenways and Cycling Conference Cy li g without orders: Lesso s fro the DEMARRAGE – EuroVelo 15 – Rhi e Route Proje t
Basel, September 19th
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w.velo
buero.ch
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ww
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ww
w.velo
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INTERREG IV B „DEMARRAGE“
LUKAS
1
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INTERREG IV B „DEMARRAGE“
2
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INTERREG IV B „DEMARRAGE“
3
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INTERREG IV B „DEMARRAGE“
4
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INTERREG IV B „DEMARRAGE“
Design of transnational marketing
programme
5
Common marketing activities
As result of 12 internal marketing meetings
• Presentation at fairs
• Publishing flyers and brochures
• TV coverages – foto shooting
• Video
• De elop e t „Rhi e C le Su er“
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INTERREG IV B „DEMARRAGE“
Design of transnational marketing
programme
6
Public relations
• Press articles
• Press releases
• Newsletter
• Advertising
• Presstrip
Social media
• Kick off – Fanpage
Rhine Cycle Route
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INTERREG IV B „DEMARRAGE“
• Goal: Initiating cooperation between small
and medium-sized enterprises
1. What kind of cyclist-friendly offers exist along
the Rhine Cycle Route?
2. Which topics are relevant?
3. Development and conceptualization of these
topics in workshops
4. Result: 11 detailed business concepts
5. November 2012: Presentation of the
developed concepts to tourism actors along
the Rhine
6. Example: Rhine Cycle Summer
Transnational Engagement of the service
sector
7
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INTERREG IV B „DEMARRAGE“
European Certification Standard
8
• For EuroVelo routes or their major sections only
• Based on target group-oriented sets of criteria (essential,
important, additional)
• Evaluating the state of route infrastructure, services,
promotion & marketing
• Developed and applied for the first time on the Rhine Route
65% 20%
15%
Route Infrastructure
Services
Promotion
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INTERREG IV B „DEMARRAGE“
Long-term management
9
• Provides trans-national added value – more and more
satisfied customers along the whole Rhine route
• Sustains the project results & investments
• Financially and organisationally sustainable – after the
project
• Transferable – applicable to other EuroVelo routes
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INTERREG IV B „DEMARRAGE“
Long-term management
10
• Only deals with trans-nationally relevant activities (does not take over national or
regional competences)
• Focusing on the most important –‘ ust do‘ tasks (route, ser i es, arketi g & promotion, organisation)
• Minimal financial contribution from each partner after the project ends – 2000 Euro
+ 8 Euro/km per year
• Creating a consortium – instead of a new organisation
• Tra s atio al jo ill e u dertake ECF a d a ‘regio al‘ arketi g e pert
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INTERREG IV B „DEMARRAGE“
Questions?
Kontakt:
Euregio Rhein-Waal
Emmericher Straße 24
D-47533 Kleve
Tel.: 0049 (0)2821 793036
E-Mail: [email protected]