nbtc business case holland
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TRANSCRIPT
Business Case
Conrad van TiggelenDirecteur Destinatie Marketing
Nederlands Bureau voor Toerisme en Congressen
Amsterdam, 23 november 2011
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My Virtual Life
WorldWideWeb
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My Virtual Life
1st edition Holland Site
“database”
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My Virtual Life
2nd editon Holland website
“copy + images”
1998
Holland CD-ROM
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Minitel
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My Virtual Life
2003
3rd edtion Holland website
“enhanced version”
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weblogtrippist.com
Bloggers in Amsterdam
2006
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My Virtual Life
Holland2.04th edition
Second Life
2007
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My Virtual Life
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My Virtual Life
5th edition Holland website
2011
#Love Holland picture platform
Online Tools
Holland.com11 language versions, 14 country sites5 million visitors per year40 million pageviews per year
Online Tools
6 multi language campaign sites 1,1 million visitors2,4 million pageviews
Online Tools
Facebook: VisitHolland/Hollande/Holanda/Olanda 6 languages (English, Spanish, Italian, French, German, Dutch)
+188,000 likes (of which +155,000 english) 3.64 engagement rate (interactions per 1000)
Online Tools
Twitter: @VisitHolland / Holanda / Olanda 4 languages (english, italian, spanish, german)
23,000+ followers (of which 21+ english)
2.7% interaction rate
Online Tools
Flickr: VisitHolland200 images7000 views
Online Tools
YouTube: Holland.com 90 video’s 350,000 views
Picture platform: Love.Holland.com1 language (Dutch)
14,302 visitors, 8,820 unique28,500 unique pageviews
Online Tools
Weblog : Trippist.comTarget: College students 50,000 unique visitors
Online Tools
iPhone : Amsterdam App110,775 downloadsAvg. 135 per day.
Online Tools
Multi-languageE-Newsletters:
500,000 subscrib.19 % av. open rate
The ChallengeDoelstelling :
Bezoekers x Bestedingen => Nederland
Doelgroepen (Motivaction model): • Traditionals• Mainstream families• Achievers• Upper class quality seekers• Postmoderns
Vragen :• Kiezen voor welke tools voor welke doelgroepen?• Hoe worden alle tools geintegreerd?