Representing our client at the cycling and hiking fair in Amsterdam.
Gran Canaria Natural at the Dutch 'Fiets en Wandelbeurs'
- Objective -
Promote The Spanish Canary Island of Gran Canaria (Gran Canaria is one of the seven Canary Islands) to the Dutch market as a great holiday destination. The focus was on the cycling and hiking possibilities on the island and staying in typical finca’s and small scale rural accommodations in the green North of the Island. Many Dutch know Gran Canaria as a sun and beach only destination whilst 60 % of the Island is Bio Reserve/National Park.
- Strategy -
In order to promote the possibilities regarding cycling and hiking on Gran Canaria, we represented our client by means of a stand at the Dutch 'Fiets and Wandelbeurs'. This fair - with a focus on cycling and hiking trends worldwide - is held annually at the Amsterdam RAI.
- Speaking the language of the visitors. As a Dutch PR-agency with great knowledge of the destination and its possibilities, we speak the language of the visitors, know the destination and in addition understand the wishes of our client.
- Presence at the 'Fiets en Wandelbeurs' 2014. By being present, visitors might in the future link their cycling and hiking holidays to Gran Canaria as a possible destination.
- Inform visitors about the possibilities that Gran Canaria offers regarding cycling and hiking. By having conversations with visitors, we were able to connect with them and inform them about possibilities in an in-depth manor, explaining them from a personal perspective and got an idea of how visitors feel about the destination.
- Answering questions regarding the destination itself or specific cycling and hiking activities. Being present at a fair such as the Fiets and Wandelbeurs, allows (potential) visitors to get in contact with the destination. Any questions or remarks they might have are dealt with on the spot and with a personal touch. Being present creates a sense of trust.
- Motivating visitors to visit Gran Canaria. Many visitors were still in the orientation phase of their holiday. By being present, providing information and answering questions, the general image of the destination can be improved and the visitor might get motivated to book his or her next holiday to Gran Canaria.
- Benchmarking with the competition. Being present at a trade fair was a good way to establish Gran Canaria Natural amongst the compeition. While visitors had the opportunity to compare destinations from their perspective, Gran Canaria had the possibility to measure itself with the competition
- Result -
The Fiets en Wandelbeurs is the largest fair in The Netherlands with a focus on cycling and hiking possibilities. In addition, it is the second largest holiday fair in the country after de Vakantiebeurs. This year there were 20.100 visitors that came to the RAI, the location of the fair, during the weekend of March 1 and 2.
Visitor questions regarding the destination where mostly about general information and orientation. Questions such as 'Can I take the hiking routes indepently or do I need a guide?', 'Is Gran Canaria a year-round destination?', 'Are the hiking trails indicated well?' and 'What is the difference between the North side and the South side of the island?'.
Being present at an exhibition allows you as a destination, brand or product to establish yourself among your target audience and connect with it!
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