LEGOLAND BILLUND RESORT 1.0 - LEGOLAND BILLUND RESORT
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LEGOLAND BILLUND RESORT 1.0
PORT OF KNOWLEDGE 1. JULY
LEGOLAND
BILLUND RESORT
WHAT IS LEGOLAND BILLUND RESORT?
LEGOLAND BILLUND RESORT 2009
LEGOLAND BILLUND RESORT 2012
LEGOLAND BILLUND RESORT 2013
LEGOLAND BILLUND RESORT 2014
WHAT IS THE
COOPERATION ALL
ABOUT?
>
STRATEGY AND CONCEPT
We unite three strong brands with four determined municipalities to develop this area further to become the best holiday destination in Europe for families with children aged 2-12
WHO ARE INVOLVED IN LEGOLAND BILLUND RESORT?
LLBR sales partners
Stena Line
LLBR campaign partners
Color Line
FOMARS
TUI LLBR destination partners
Region
Matka Vetka Syddanmarks
Billund kommune
Vækstforum
Vejle kommune
LLBR product partners
Neckerman
LEGOLAND park +
Kolding kommune
Hotel LEGOLAND + Lalandia Givskud Zoo
Visit Denmark Holiday Village
Jazz Tours Vejen kommuneCREATING A STRONGER PRODUCT TOGETHER
Which of the following attributes are
important to you when choosing a destination
for your family holiday?
3 important attributes offered by
LEGOLAND
Theme parks and other attractions
Good accomodation
Family friendly
0% 10% 20% 30% 40% 50% 60% 70%
Source: Visit Denmark. N = 2087 from NL, UK, DE, NO and SECREATING A STRONGER PRODUCT TOGETHER
10 additional important attributes
Which of the following attributes are
important to you when choosing a destination offered by LEGOLAND Billund Resort
for your family holiday?
Shopping opportunities
3 important attributes offered by Possibilities of sports and recreational…
LEGOLAND Interesting cities
Historical and cultural attractions
Theme parks and other attractions Informal atmosphere
Good local food and restaurants
Good accomodation
Nature and landscape
Family friendly A safe destination
0% 10% 20% 30% 40% 50% 60% 70% Friendly and hospitable people
Beaches and bathing opportunities
Source: Visit Denmark. N = 2087 from NL, UK, DE, NO and SE 0% 10% 20% 30% 40% 50% 60%JOINT BRANDING STILL WITH LEGO & LEGOLAND FOCUS
WHAT DO WE ACTUALLY DO TOGETHER?
THE CSSSC STRATEGY
• Reasons to come
• Reasons to stay
• Reasons to spend
• Reasons to share
• Reasons to come backINTERNATIONAL MARKETING CAMPAIGNS
2014
• 7 markets incl. New markets Poland and
Russia
• Total 2014 budget = DKK 20 millMARKETING
= CORE COMPETENCIES OF THE PRIVATE PARTNERS
TO websites
Visit Denmark TO newsletters
Social media Direct Mails
PR Online ads
Print adsDESTINATION MARKETING CAMPAIGN
BROCHURE
HAPPY
WEB SITE
PASSIS IT WORKING?
ANALYSIS AND RESEARCH SHOW THE STRATEGY MAKES SENSE!
AND SO DOES THE ACTUAL RESULTS!
Check
out
Check
in
Increase in no. of overnights Increase in length of stayWHY IS THIS A SUCCESFULL COOPERATION?
10 FACILITATORS FOR GOOD TOURISM CO-OPERATION Source: adapted from Björk and Virtanen
10 FACILITATORS FOR GOOD TOURISM CO-OPERATION
1. INTERDEPENDENCE 3. COMMITMENT 5. PERSONAL CHEMISTRY
+ + +
2. GOAL COMPATABILITY 4. REAL BENEFITS 6. COMMS. AND CONFLICTS
• Tourism in LLBR is not an • Our marketing plan and • We actually like each
isolated island – success budgets based on LLBR! other – but sometimes
feed more success the honeymoon is not so
romantic
7. RESOURCES 9. ROLES
+ +
8. FINANCING 10. ORGANIZATION
• Budget 2014 = DKK 20 mill. • Clear responsibilities and
tasks
Source: adapted from Björk and Virtanen10 FACILITATORS FOR GOOD TOURISM CO-OPERATION
1. INTERDEPENDENCE 3. COMMITMENT 5. PERSONAL CHEMISTRY
+ + +
2. GOAL COMPATABILITY 4. REAL BENEFITS 6. COMMS. AND CONFLICTS
• Tourism in LLBR is not an • Our marketing plan and • We actually like each
isolated island – success budgets based on LLBR! other – but sometimes
feed more success the honeymoon is not so
romantic
7. RESOURCES 9. ROLES
+ +
8. FINANCING 10. ORGANIZATION
• Budget 2014 = DKK 20 mill. • Clear responsibilities and
tasks
Source: adapted from Björk and Virtanen10 FACILITATORS FOR GOOD TOURISM CO-OPERATION
1. INTERDEPENDENCE 3. COMMITMENT 5. PERSONAL CHEMISTRY
+ + +
2. GOAL COMPATABILITY 4. REAL BENEFITS 6. COMMS. AND CONFLICTS
• Tourism in LLBR is not an • Our marketing plan and • We actually like each
isolated island – success budgets based on LLBR! other – but sometimes
feed more success the honeymoon is not so
romantic
7. RESOURCES 9. ROLES
+ +
8. FINANCING 10. ORGANIZATION
• Budget 2014 = DKK 20 mill. • Clear responsibilities and
tasks
Source: adapted from Björk and Virtanen10 FACILITATORS FOR GOOD TOURISM CO-OPERATION
1. INTERDEPENDENCE 3. COMMITMENT 5. PERSONAL CHEMISTRY
+ + +
2. GOAL COMPATABILITY 4. REAL BENEFITS 6. COMMS. AND CONFLICTS
• Tourism in LLBR is not an • Our marketing plan and • We actually like each
isolated island – success budgets based on LLBR! other – but sometimes
feed more success the honeymoon is not so
romantic
7. RESOURCES 9. ROLES
+ +
8. FINANCING 10. ORGANIZATION
• Budget 2014 = DKK 20 mill. • Clear responsibilities and
tasks
Source: adapted from Björk and Virtanen10 FACILITATORS FOR GOOD TOURISM CO-OPERATION
1. INTERDEPENDENCE 3. COMMITMENT 5. PERSONAL CHEMISTRY
+ + +
2. GOAL COMPATABILITY 4. REAL BENEFITS 6. COMMS. AND CONFLICTS
• Tourism in LLBR is not an • Our marketing plan and • We actually like each
isolated island – success budgets based on LLBR! other – but sometimes
feed more success the honeymoon is not so
romantic
7. RESOURCES 9. ROLES
+ +
8. FINANCING 10. ORGANIZATION
• Budget 2014 = DKK 20 mill. • Clear responsibilities and
tasks
Source: adapted from Björk and VirtanenBUT PERHAPS MOST IMPORTANT – WE ALL WORK HARD TO MAKE OUR GUESTS LOOK LIKE THIS!
THANKS! Q&A
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