The document outlines a global communication strategy to promote tourism in Germany. It aims to increase awareness of Germany's natural beauty, cultural heritage, and cities. Key elements include: - Focusing on nature, history, and fun across 6 target countries - Developing global and country-specific tactics around an annual international wine festival and cultural events - Emphasizing lesser-known regions of Germany through partnerships with local tourism boards

1. “ Rediscover Germany” Global Communication 2006: PR for Germany Concept of Team 6 an global case study

17. 4. GOALS In general Short term: To generate the attention and interest in Germany Near Future: To create a sense of knowledge and awareness about Germany, promotion of Germany as beautiful destination, encouraging target group to spent their next holiday in Germany Long term: Excessive booking of vacation trips to Germany and help create the perception that Germany is a destination that has so much to offer and can be visited time and time

19. COMMUNICTION OBJECTIVES DERIVED FROM GOAL 2 Output Objectives To develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries. Information Objectives To increase the awareness and interest in Germany and all relevant aspects pertaining to Germany especially all the things you can do and places you can visit. Attitudinal Objectives To establish a favorable attitude towards the vastness of Germany and the numerous things you can see, do and experience Behavioral Objectives To ensure that all individuals within Promote Germany and various partners are regularly trained and updated with information on Germany. They automatically and politely can provide answers or advise tourists on Germany Goal 2: To increase the amount of vacation days of young people age 20-35 spent in the Germany

20. COMMUNICTION OBJECTIVES DERIVED FROM GOAL 3 Output Objectives To develop and carry out an overarching communication plan to underpin the strategic targeting of inbound tourism growth of specific target groups from specific targeted countries. Information Objectives By outsourcing the advertising component of the strategy to a top German advertising agency and highlighting shopping and other area like activities. Attitudinal Objectives To establish a favorable attitude towards Germanys trading environment. Goal 3 : The tourists in the age group 40 - plus should be spending more money per day and person in Germany

39. HOW TO PROMOTE OUR STRATEGY INTO GERMANY ? 8.2 media strategy for media in Germany

44. Aim One: Ensure that all guests invited to the launch tour have received their invitations and that at least 90% of all guests have R.S.V.P 5 weeks prior to the tour. (By the 4th of June). All guests have been informed briefly about the strategy, received their invitations to the launch tour and been in constant contact with the organisers. They are aware of why they have been invited and what role they have to play. Aim Two: To create an awareness, understanding and excitement for the strategy by introducing and the media and the rest of the world to the idea of Rediscover Germany. By creating awareness prior to the launch week, individuals will be more interested in the tour and the actual campaign. 8.3 German-weekend

63. 10 budget global For each global action in following slides A sponsor is added to have enough money

74. Budget of Website Sponsored by tourist travel agencies, Lander, wine industries, (30,000 €) Film The film about German history and landscapes will be sponsored by: Bayern Filmstadt (Munich) Babelsberg Film Park (Potsdam) Movie Park Germany Foreign office germany, dt. Welle and CNN (production and content, languages); (10,000,000 €) Street posters With labels Nature, Fun, History will be sponsored by printing offices And Sappi (300,000 €) Magazine Sponsored by Goethe Institut and local newspaper Der Spiegel, Merian and ADAC travel magazine

76. Goals and Implementation Strategy 12.1 SPAIN

82. SPANISH TACTICS Description of the Action nº 1: To create a Press Agency into the Tourist Office of German in Spain. This Agency also has to be in charge to enhance the relations with the tourist operator sector in Spain. Target Group and Arguments: Our two target groups are included in that tactic. We’ve noticed that the quality and quantity of information about Germany as a tourist destination that Spanish receive is almost zero. Spanish who go to Germany have to be so interested in it before the trip. For that reason we will work on a communicating plan in order to create documents with several formats with the aim of spread them. By working as close as possible to the medias, they will understand our new strategy and maybe they will be interested in talking about it.

83. SPANISH TACTICS Target / effect Sponsor We will not have any sponsor in that activity Time It’s the first Spanish tactic that have to be done. Information is basic in the rest of the tactics that we are thinking in, for that reason it should be, first the material, and then the rest of the actions in order to use the material. INFORMATION ATTITUDE BEHAVIOUR

84. SPANISH TACTICS Description of the Action nº 2: Collaboration between groups or dj’s who are famous in Germany to perform in the most important events, discotheques and concerts and festivals in Spain. Once in the zone of the event, there will be person in charge to give the audience with leaflets with information about the groups or dj’s and their history, the place where they are used to performance and some tourist points about Germany. A website address it should appear. At the end of the performance, our German star will give a gift: an airplane ticket to go to Germany. Depending on the magnitude of the event we can reach more than one ticket. Target Group and Arguments: Target group is young people who are interested in all kind of tendencies and cultural movements. We have to relate Germany with FUN and it’s so easy to reach a huge number of people in that kind of events. They are into a good mood and they will be receptive to our messages because we are giving them the possibility to go to Germany for free.

85. SPANISH TACTICS Target / effect Young people communicate each other and the awareness about Germany as a possible tourist destination will increase. We are positioning our brand close to their areas. Sponsor If we are thinking on a dj, a sponsor would be the discotheque where they are performing in Germany We have to keep in touch with the Organization Members of the events in Spain The third sponsor will be the airplane company. Time We have to start this summer because there are several music festivals and, then depending on the results and the styles of performances, we can select the most important events in Spain

86. SPANISH TACTICS Description of the Action nº 3: Creating a contact between the Faculties of History in Spain and the route of the Holocaust. The Press Agency will work on it. The idea is to propose to the universities to come to Germany to visit the zones that there are related with that part of the recent history of Europe. We also can offer them information and several possibilities of routes because we already have that kind of information. Depending on the situation we also can contact with the Secondary Institutes of some capitals of Spain Target Group and Arguments: Target group is young people who are interested in knowing more about the history and culture in general of Germany. Spain is sensible with that kind of aspects because we had the Civil War just before the II World War and the term historical memory is right now in fashion. It can be easy to reach the target, because the university can be also interested in doing the visit.

87. SPANISH TACTICS Target / effect Young people with a high cultural level will be in touch with us and there are Sponsor We can try to contact with ONU because the nature of the project. Peace, respect, integration and communication between cultures and countries are values that are related with it. It’s also possible to get the help of the Cultural Department of the Spanish Government. We will pay 2000 euros per group in order to incentive the visits. Time We will need one year to prepare the tactic. It will be difficult to have the support of the ONU and Spanish Government. It’s also interesting to get a good database of the universities and the most accessible persons who are working there, so to start it the second year is realistic.

88. SPANISH TACTICS Description of the Action nº 4: Offering to the most relevant Spanish TV Channels German Tourist Packages for free. The trip is the award for the competitor who win in that specific TV content. The program do not have to talk specifically about Germany (it is a normal program). We would talk with the most important tour operator in Spain in order to be the company that appears, also for free, on TV showing their products, fantastic routes through a special zone of Germany (routes will change depending on the program) Target Group and Arguments: There are as many different programs as targets to reach. We have to think in the GRP’s of the programs in order to get as much people a possible. On the other hand, quality of the audience is also important, so some study about the specific interest that we will have it would be helpful.

89. SPANISH TACTICS Target / effect TV is the most popular media and that kind of contents are watched, at least in Spain, by a lot of people. Action is not difficult to prepare and if we maintain the award for a month in one program their audience will already know about the possibility of Germany as a tourist destination. Sponsor We only have to talk with the TV Channels in order to accept our purpose and before that, coordinate the messages of the spot with the tour operator. Time We will have to divide the TV Channels in three years and we don’t have to offer to two programs the award at the same time. For that reason we will start after six months from the beginning of the project. There should be a period of three months between the apparition of the trip in two different TV Channels. After two weeks on air, the award will be removed.

90. SPANISH TACTICS Description of the Action nº 5: Colaboration with BMW. Each Spanish who buy one of that kind of cars will enter into a draw. The award of the draw is a tour through some parts of Germany. The BMW AG Museum in Munich is for sure a place to visit for free. The idea is to position the idea of quality of life and pleasure that BMW already has with Germany as a tourist destination. Target Group and Arguments: Target Group is high class people who are interested in buying a BMW. That cars are also bought for some young clients (it’s more difficult to see a young with a Mercedes, for instance). It will be easy to reach our target because they are going to come to us. The seller will give the client with some information about the award and tourism in Germany and they already will know about it, because their predisposition to know it and the situation where they are.

91. SPANISH TACTICS Target / effect People will talk about the possibility of going to Germany for free with their friends. BMW has a good reputation in Spain and it’s a good partner because of its quality. Sponsor We need the OK of BMW in order to set up the tactic. We have to convince them that by doing it they will enhance the values of pleasure, quality, good service and transparence (because the visit in Germany) Time We will start with the campaign as soon as possible and we will draw one award among all the Spanish who bought a BMW each six months. The campaign will be open until the end of the project.

92. SPANISH TACTICS Description of the Action nº 6: Advertisement. Although the majority of the actions are related with public relations, we have to increase the awareness of Germany as a tourist place as soon as possible. For that reason spots and graphic advertisement will be done in order to reach our two targets. Target Group and Arguments: We will set up a media plan in order to get as much people as possible as a audience of our advertisement. -TV: We are not going to use that media because is too expensive for us. -Radio: We are going to promote some programs related with tourism and other programs that are listened, during the morning to the majority of the population - Magazines: We are going to work with the most important tourist magazines in Spain

93. SPANISH TACTICS Target / effect Advertisement is a good balance with public relations to get awareness of our strategy. Perception of Germany as an other possibility to go to have fun will be increased Sponsor There is no sponsor Time We will focalize our magazine and radio strategy for the whole year although we will pay more money when Spanish are thinking in where to go for a vacation during the long week-ends.

96. Spanish BUDGET 5. Advertisement - Radio………………………………... 50.000 € - Magazines………………………….. 200.000 € TOTAL BUDGET ………………………………… 990.500 €

97. 12.2 South Africa Goals and Implementation Strategy

98. SWOT-SA Most South Africans have only visited the larger cities in Germany South Africans think Germany has a strong culture and beautiful natural landscapes. There are quite a high percentage of people who have never been overseas before. Young travelers are enticed by work opportunities and adventure. Majority of South Africans cannot afford to travel internationally because they have a low disposable income. +/- 31,100 South Africans, apply for visas to travel to Germany every year. WEAKNESSES STRENTHS

99. SWOT (CONT) South Africans travel to other countries in Europe for a gap year other than Germany South Africans want to go to Germany for the high standard food and drink (i.e. beer), sightseeing, skiing and the Oktoberfest. Threats weather is cold and wet, where South Africans enjoy the Heat. South Africans often take part in organised tours. Many South Africans perceive Germans as unhelpful and unfriendly. Retired South Africans tend to travel more frequently because they have more money and time at hand. THREATS OPPURTUNITIES

116. 12.3 I TALY Goals and Implementation Strategy

122. SWOT - ITALY Germany is an expensive holiday destination, compared to other places in Europe (e.g. Greece) the beauty of the country’s landscapes, the chance to visit old castles and museums, the chance to practice different sports. THREATS OPPURTUNITIES Sudden changes of the weather, unfriendliness of the people. Italians perceive Germany as a country of beautiful images WEAKNESSES STRENGHTS

134. Where is your ideal vacation hidden? Well…

135. … if you don’t want to give up anything, Come to Germany…

136. ...our door is always open for you!

140. Goals and Implementation Strategy 12.4 India

142. Activity 1: SPORTS AND ADVENTURE CLUBS Activity1

147. AWARENESS BUILDING THROUGH PRINT/TV MEDIA Activity 2 Activity 2

153. Activity 3: CULINARY GERMANY Activity 3

158. Activity 4: VALENTINE’S DAY Activity 4

162. Activity 5: TIE-UP WITH BOLLYWOOD Activity 5