1. Business Case
Conrad van Tiggelen
Directeur Destinatie Marketing
Nederlands Bureau voor Toerisme en Congressen
Amsterdam, 23 november 2011

2. My Virtual Life
120
100
80
60
40
WorldWideWeb
20
0
1994

3. My Virtual Life
120
100
80 1st
edition
60
Holland Site
40 “database”
20
0
1996

4. My Virtual Life
120
100 2ndediton
80
Holland website
60 “copy + images”
40
20
Holland
0
CD-ROM
1998

5. My Virtual Life
120
100
80
60 Minitel
40
20
0
2000

6. My Virtual Life
120
100 3rd
edtion
80
Holland website
60 “enhanced version”
40
20
0
2003

7. My Virtual Life
120
100 Bloggers in
80 Amsterdam
60
40
weblog
trippist.com
20
0
2006

8. My Virtual Life
120
100 Holland2.0
80 4th edition
60
40 Second Life
20
0
2007

9. My Virtual Life
120
100
80
60
40
20
0
2008
2009

10. My Virtual Life
120
100 5th edition
80 Holland website
60
40
20 #Love Holland
picture platform
0
2011

11. Online Tools
Holland.com
11 language versions, 14 country sites
5 million visitors per year
40 million pageviews per year

12. Online Tools
6 multi language campaign sites
1,1 million visitors
2,4 million pageviews

13. 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)

14. Online Tools
Twitter: @VisitHolland / Holanda / Olanda
4 languages (english, italian, spanish, german)
23,000+ followers (of which 21+ english)
2.7% interaction rate

15. Online Tools
Flickr: VisitHolland
200 images
7000 views

16. Online Tools
YouTube: Holland.com
90 video’s
350,000 views

17. Picture platform: Love.Holland.com
1 language (Dutch)
14,302 visitors, 8,820 unique
28,500 unique pageviews

18. Online Tools
Weblog : Trippist.com
Target: College students
50,000 unique visitors

19. Online Tools
iPhone : Amsterdam App
110,775 downloads
Avg. 135 per day.

20. Online Tools
Multi-language
E-Newsletters:
500,000 subscrib.
19 % av. open rate

21. The Challenge
Doelstelling :
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?