Getting the Dutch familiar with the Latin destination
Case-study: trade workshop Argentina Travel
For many people, Argentina is a dream destination that is often considered to be expensive and too far away. A destination that is believed to be not easily reached from Europe, or more specifically: The Netherlands. However, the Latin American country can be reached quite easily with direct flights from Amsterdam to Buenos Aires. In order to get more familiarity concerning Argentina as a holiday destination among the Dutch travel trade, the Argentinian Ministry of Tourism approached Baltus Communications to organise an event in Amsterdam. The event took place on September 17.
Objective
The objective for this event was to promote Argentina as an accessible tourism destination to the Dutch travel trade, which includes travel agents, MICE organisations and tour operators. The event had to be set up in a way that Dutch players could meet important local travel organisations that are based across Argentina. The main objective of the event was to make the Dutch travel trade more familiar with Argentina as a tourism destination.
Strategy
- In order to meet the objective, Baltus Communications arranged for a suitable location in the heart of Amsterdam, which was easily accessible for both guests as well as participants. The location also had to be suitable for a tango couple to perform. ‘Het Grachtenhuis’ in Amsterdam was therefore chosen as the best suitable location for the event.
- For the event we researched the Dutch travel market in order to invite suitable players that have / or could have a connection to Argentina. For this we selected approximately 50 travel agents, tour operators and MICE organisations who were invited to the workshop.
- Announcing the workshop to several Dutch travel trade magazines to inform their readers for whom it might be interesting to visit the event.
- Invited travel trade magazines to visit the event and report about it afterwards.
- Searched for a professional tango-couple to perform at the end of the official part of the workshop. For this we looked for local tango-couples with performance experience.
- Arranged for a catering company with Argentinian-styled food. For this we worked together with ‘Van Dam Catering’, based in Amsterdam.
- For a workshop-like set-up we arranged for the tables at Het Grachtenhuis to be set-up along both sides of the room so that the guests could ‘speed date’ with the participants, who were invited by the Ministry of Tourism in Argentina itself.
- At the workshop, colleague Agnes – who speaks fluent Spanish – performed as a translator and translated the speech of Mr. Barceló Pérez – Director General of our Spanish partner PR-agency ‘Comunicación Iberoamericana, responsible for promoting Argentina across Europa – from Spanish into Dutch.
- At the workshop, inspiring goodie bags were assembled with all sorts of information about Argentina as a tourism destination.
Results
The event was aimed at the Dutch travel trade and during the day welcomed approximately 40 guests. Together they had the opportunity to visit 9 local organisations from Argentina. Before the actual speed dating part of the event, Mr. Andreas Gross gave an inspiring presentation about Argentina as tourism destination. It had put the destination in perspective and gave the guests that haven’t worked with Argentina yet, an idea of what the destination has to offer.
During the workshops, connections between Dutch and Argentinian travel trade organisations were established and future collaboration opportunities were discussed. As a result Argentina’s Ministry of Tourism will initiate a fam. trip in April of 2015.
Guests of the event were welcomed with a goodie bag and could enjoy typical Argentinian food and wine along with a performance of a great tango couple.
Mr. Diego Barceló Pérez who represented the Argentinian Ministry of Tourism had said to be very pleased with the workshop and that Argentina will continue to look for more business opportunities in the Dutch market for 2015.
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