Farm holidays in Austria The brand Presentation at

Farm holidays in Austria The brand Presentation at the Eurogites-Workshop-Seminar „International Branding and Marketing of Rural Tourism“ Brigg, North Lincolnshire (UK), Nov. 16, 2009. Hans Embacher Austrian Farm Holidays Association Gabelsbergerstraße 19 A-5020 Salzburg h. embacher@farmholidays. com

countries of origin basis: category „private + appartements on farm“, bednights

task: marketing target: visitor Organization & Partners task: development and training target: providers Austrian National Tourist Office Holidays on the Farm Austrian Chamber of Agriculture / ministry 9 provincial tourism organization 8 prov. asso. Holidays on the farm 8 Provincial Chambers of agriculture town and regional tourism organization town and regional pools of renters regional chambers of agriculture Hotels, inns, room renters, B&B`s and others Holiday Farms (all) farms

Quality Brand „Holidays categorization on the farm“ Using common Promotion channel Attractive New markets accessible Products for spec. strengths target groups VISION = imagination of a positive future development ê product ê price ê ê distribution promotion place

Farm Holidays in Austria The brand

Holidays on the Farm: basic brand message (Internal) brand values Farm holidays in Austria stand for … • authentic & honest • valuable & good value for money • diverse & unique • natural & lively (External) positioning with the simple claim „real holidays“ This claim is easy to keep and the answer to the question „what does REAL HOLIDAYS stand for? “ ist simple: „REAL HOLIDAYS“ are holidays with real people and in real nature, nothing artificial, nothing acted, simply real holidays where everything around is real.

The brand Holidays on the farm Picture style • • • All used motives must have a direct link to life on a farm and stand for farming life. Authentc, emotional, personal moments (pleasure, enjoyment, life, work, taste, …) Touched and touching in interesting details (of the motive) Community (families, young & old, farmers and guests, …) Nature and animals Farming produce (Handicraft) and food Text style • • • Here we are telling stories: About everything related to daily life on a farm (house, farm, stable, barn, herbal garden, fields, wood, …) Meadow, field, home-made-products … from farmer and farmer‘s wife With love in details – with emotion In order to enable looking, hearing, smelling, tasting and feeling.

Farm Holidays in Austria The quality • • Classification since 1993 -96: emphasis on facilities (hardware) 1997 -2000: emphasis on services (software) 2001 - : equal emphasis on three areas * farm quality * facilities quality * service quality

The result

Special-interest – products families with children handicapped people seminars handicraft wine organic farms / health horse riding 2 flowers 3 flowers 4 flowers

Farm Holidays in Austria The target groups

4. Dominant Sinus Milieus Basis: total enquiries Holidays on the farm (Austria) 1 Oberschicht/ Obere Mittelschicht Sinus B 1 Etablierte Sinus C 12 Moderne Performer Sinus B 12 Sinus A 12 Postmaterielle Konservative 2 Mittlere Mittelschicht Sinus B 2 Sinus C 2 Bürgerliche Mitte Experimentalisten Sinus AA Ländliche 3 Untere Mittelschicht / Unterschicht Sinus A 23 Sinus BC 3 Traditionellen Hedonisten Sinus B 3 Konsumorientierte Arbeiter © Sinus Sociovision 2004 Soziale Lage Grundorientierung Farm H. Affinity A: Traditionelle Werte B: Modernisierung I C: Modernisierung II Pflichterfüllung, Ordnung Individualisierung, Genuss, Selbstverwirklichung Experimentierfreude Top High Middle

4. Dominant Sinus Milieus Target Group 30 – 50, travel without children 1 Oberschicht/ Obere Mittelschicht Sinus B 1 Etablierte Sinus C 12 Moderne Performer Sinus B 12 Sinus A 12 Postmaterielle Konservative 2 Mittlere Mittelschicht Sinus B 2 Sinus C 2 Bürgerliche Mitte Experimentalisten Sinus AA Ländliche 3 Untere Mittelschicht / Unterschicht Sinus A 23 Sinus BC 3 Traditionellen Hedonisten Sinus B 3 Konsumorientierte Arbeiter Top © Sinus Sociovision 2004 Soziale Lage Grundorientierung Farm H. Affinity A: Traditionelle Werte B: Modernisierung I C: Modernisierung II Pflichterfüllung, Ordnung Individualisierung, Genuss, Selbstverwirklichung Experimentierfreude High Middle

Examples Heavy User - Internet 1 Oberschicht/ Obere Mittelschicht Sinus B 1 Etablierte 10% Sinus A 12 Konservative Sinus C 12 Moderne Performer Sinus B 12 8% Postmaterielle 9% 6% 2 Mittlere Mittelschicht Sinus B 2 Sinus C 2 Bürgerliche Mitte Experimentalisten 19% Sinus AA 5% Ländliche 7% 3 Untere Mittelschicht / Unterschicht Sinus A 23 Sinus BC 3 Traditionellen 14% Hedonisten 12% Sinus B 3 Konsumorientierte Arbeiter high 10% © Sinus Sociovision 2004 Soziale Lage Grundorientierung Affinity A: Traditionelle Werte B: Modernisierung I C: Modernisierung II Pflichterfüllung, Ordnung Individualisierung, Genuss, Selbstverwirklichung Experimentierfreude middle low

Farm Holidays in Austria The business cooperations • Toni´s Freilandeier • (Toni‘s free range eggs) Zeitpunkt: Auflage: Aktion: März 05 1. 000 Einleger in Eierschachteln + Gewinnspiel

Print-Ads Schaltplan Printanzeige: Süddeutsche Zeitung Magazin / 5. 6. 2009 Welt am Sonntag Icon / 29. 3. 2009 Welt am Sonntag Icon / 26. 7. 2009 Zeit-Magazin LEBEN / 6. 8. 2009 Handelsblatt / 15. 5. 2009 Reichweite: ca. 32 Millionen Leser

Farm Holidays in Austria The development 1991 -1999 -2208 Ø Price in € Ø Turnover/bed in € Occupancy rate (bednights) 2590 1720 13, 10 17, 20 +31% 100 107 +11% 90 +19% 1179 24, 20 +85% 1991 / 1999 / 2008 +46% +120% 1991 / 1999 / 2008 Verbraucherpreisindex (Basis: 1986): 1991 – 113, 1 / 1999 – 134, 5 / 2008 – 162, 8 (Quelle: Statistik Austria)

Branding for Farm holidays – what can the farm holidays association achieve? (as cooperation plattform of the 8 provincial associations and their 3. 000 member farms) * To realize ONE branding-strategy for Austria and thus …. . . optimizing the use of the (limited) marketing resources. . . making Farm Holidays „noticeable at the market“. . . steering the marketing activities * „prepare the ground“ für marketing activities on enterprise level * optimize the F. H. -presence at the tourism market (esp. on internet) * creating image – „Farm holidays are in trend!“ * reaching a limited number of customers in particular

Farm Holidays in Austria The future Strategy 2011 -2020

Farm Holidays in Austria Where does the way lead?

Thank you for your attention!