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• 1. REVIJA INDUSTRIJE SREČANJ JUGOVZHODNE EVROPE • 1ST SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE • LETNIK III , ŠT. 4 • VOLUME III, ISSUE 4 • OKTOBER, OCTOBER 2009 •

Kongresno trženje in komunikacija / Marketing and Communication in the Meetings Industry

www.kongres-magazine.eu Intervju / Interview: Jure Apih Praporščaki v mirovanju / Flag-Bearers in Repose

Kolumne / Columns Rok V. Klančnik, Paul Kennedy, Bob Gilbert, Marko Knez

Kaj generacija Y pričakuje od kongresov / What does Generation Y want from Conferences

URADNO GLASILO ZAVODA-KONGRESNOTURISTIČNI URAD • OFFICAL MAGAZINE OF THE SLOVENIAN CONVENTION BUREAU


Kako želite, da zveni How do you wish vaš dogodek? your event to sound?

Allegro veselo

DJ Tiesto 2009 at GR

Festival Saeta Equina with Lorenzo at GR

Vivace

živahno

Vino Ljubljana, the oldest international wine competition in the world

Diners Black Card Event 2008 with Al Gore at GR

Sensibile

občutljivo

Maestoso

veličastno

Na GR uglasimo vse zvoke! At GR we harmonize all sounds!

GR največji prireditveni center v Sloveniji The largest Exhibition and Convention Centre in Slovenia Gospodarsko razstavišče d.o.o. Dunajska cesta 18, SI - 1001 Ljubljana, p.p. 3517, Slovenia T: +386/1/300 26 00; F: +386/1/300 26 49; E: info@gr-sejem.si

www.ljubljanafair.com www.gr-sejem.si


2ND SOUTH EAST EUROPEAN EXHIBITION FOR MEETINGS, EVENTS & INCENTIVE TRAVEL

Have a cup of coffee with us! CONVENTA 2010

21 AND 22 JANUARY 2010

GR - LJUBLJANA EXHIBITION AND CONVENTION CENTRE

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Kolofon / Colophon REVIJA KONGRES - 1. REVIJA INDUSTRIJE SREČANJA JUGOVZHODNE EVROPE / KONGRES - 1ST SOUTHEAST EUROPE MEETINGS INDUSTRY MAGAZINE Glavni in odgovorni urednik / Editor-in-Chief: Gorazd Čad Izvršna urednica / Executive Editor: Jakica Jesih

Napovednik / Contents Intervju: Jure Apih - Praporščaki v mirovanju / Interview: Jure Apih - Flag-Bearers in Repose

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Pomočnica urednika / Assistant to the Editor-in-Chief: Danaja Besnard Uredniški odbor / Editorial Board: Renata Balažic, Gorazd Čad, Petra Čuk, Anuša Gaši, Miha Kovačič, Tina Možina, Srečo Peterlič, Tatjana Radovič, Darja Slivnjak, Mirjana Sušec, Maja Vidergar Oblikovanje / Design: Propagarna d.o.o. Prevod / Translation: Alkemist d.o.o. Lektoriranje / Proofreading: Alkemist d.o.o., Jakica Jesih

Kongresno trženje in komunikacija: Kreativnost in nenehne spremembe vodijo k uspešni blagovni znamki /

Marketing and Communication in the Meetings Industry: Creativity and Constant Changes Lead to a Successful Brand

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Tisk / Printing: Collegium Graphicum d.o.o., Ljubljana Naklada / Circulation: 5.000 izvodov / 5.000 Copies ISSN Številka / ISSN Number: 1854-9292 Revija Kongres je vpisana v razvid medijev pod zaporedno številko 1423. / The Kongres magazine is entered into the media register under sequence number 1423. Revija izhaja 5x letno / Magazine issued in: Januar; april; julij; oktober; december January; April; July; October; December Izdajatelj, produkcija in trženje / Publisher, Production and Marketing: GO®Mice d.o.o., Štihova 4 SI-1000 Ljubljana T: +386 (0)1 430 51 03 F: +386 (0)1 430 51 04 E: kongres@go-mice.eu

Kaj generacija Y pričakuje od kongresov / What does Generation Y want from Conferences

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Kongresni center Estoril, Portugalska: 10 nasvetov za okolju prijaznejše dogodke / Estoril Congress Centre, Portugal:

10 Easy Tips to Green Your Events

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Datum izida / Issue date: Oktober 2009 / October 2009 Cena / Price: 6,70 EUR / Slovenia 18,00 EUR / Other Countries Za reproduciranje vsebine je potrebno pisno soglasje uredništva. / For the content reproduction it is required to get the written editorial consigment. Na podlagi zakona o davku na dodano vrednost se od revije obračunava davek na dodano vrednost po 8,5-odstotni stopnji. Za kvalificirane organizatorje dogodkov je revija brezplačna. / On the basis of the Value Added Tax Act, VAT is levied at a 8.5 per cent rate for the magazine. The magazine is free-of-charge for qualified event organisers.

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Urednikova beseda

Konkurenčna prednost naj bosta kakovost in edinstvenost storitev Te dni je pot v Slovenijo prvič zanesla kolega iz Švice, ki se je

A Word from the Editor

Quality and Unique Services Should Be the Competitive Advantage A

Nekaj zgodb, ki presegajo lokalne okvire, boste našli tudi v tokratni številki revije Kongres. Zakaj sta Zagreb in Beograd metropoli, Ljubljana pa ne? Kako je uspelo prodreti in preživeti na mednarodnem trgu prireditvi Zlati boben, ki že šestnajst let skrbi za mreženje kreativcev iz celega sveta? Naj vas branje potegne v razmišljanje in iskanje novih rešitev na področjih, kjer delujete!

colleague from Switzerland, who visited one of the tourist exhibitions, recently came to Slovenia for the first time. I have been following his work for a while now and our meeting was marked by thoughts on the current situation in the region’s meeting industry. One of the characteristics of meetings professionals is that we notice every tiny detail of events and meetings. On the second day of this event, my colleague expressed his general enthusiasm for Slovenia as well as some criticism about hotels and other minor organisational details. I always take such substantiated comments as well-intentioned constructive criticism and not as a complaint, as considering them may help us improve. A while ago, I attended a conference in Belgrade where I had a similar role as my Swiss colleague had had in the above-mentioned instance. After talking to the colleague who organised the Belgrade conference, I realised that the problem lay in different expectations and standards between people. Only two years ago, it was enough to bring international guests to Slovenia, where they were in for a huge surprise due to low expectations and unfamiliarity with the destination. It was very easy for them to forgive any eventual mistakes. The well-intentioned Swiss criticism carries simple symbolism. We built a meetings infrastructure and made it comparable to and competitive with the international market. We are part of an exceptionally interesting region with tremendous meetings potential. Throughout the region, the meetings industry enjoys full political, media and economic support as one of the tourist segments with the highest potential. If we wish to succeed as a region, we need to accept the criteria established by our clients and listen consistently to market requirements and client standards. Our hospitality, which we like to stress, will not be enough. We are in for some serious work for the region’s meetings industry to run like clockwork. First, convention bureaus need to be established throughout the region (the ones we already have are only a few years old). Providers need to be consistently standardised. Staff should be certified and receive additional functional training; they should be introduced to new forms of marketing, and a more aggressive positioning of the destination needs to be implemented. Research and development projects need to be started and thorough market analyses prepared. A weak point is also the lack of tailor-made services for clients. We should also hope for the first true ecological congress centre. With the region re-establishing its connections, we must be critically aware of our strengths and weaknesses and put them side by side with global competition. What follows is therefore a period of investing in the soft part of our offer and working on improving quality. For a complete breakthrough on the international meetings market, technical standards, which are the prerequisite for our activity, need to be met, while it's the quality and uniqueness of our services that will bring a competitive advantage. You will find some stories going beyond local framework in this issue of Kongres magazine. Why are Zagreb and Belgrade metropolises, while Ljubljana is not? How did the Golden Drum, which has been seeing to the networking of creative artists from across the globe for sixteen years, manage to break through to the international market and survive? Let our articles inspire you to think about and search for new solutions in your field of activity.

Gorazd Čad Urednik in izdajatelj revije Kongres gorazd.cad@go-mice.eu

Gorazd Čad Editor and Publisher of Kongres magazine gorazd.cad@go-mice.eu

udeležil ene od turističnih poslovnih borz. Njegovo delo spremljam daljši čas, najino srečanje pa je zaznamovalo razmišljanje o aktualnem stanju regionalnega kongresnega turizma. Značilno za profesionalce je namreč, da opazimo prav vsako malenkost na dogodkih in prireditvah. Kolega mi je drugi dan dogodka ob vsesplošnem navdušenju nad Slovenijo povedal nekaj kritičnih na račun hotelov in drugih drobnih organizacijskih detajlov. Takšne utemeljene komentarje vedno sprejemam dobronamerno in ne kot nerganje, saj nam lahko pomagajo, da postanemo boljši. Sam sem se pred časom udeležil konference v Beogradu, kjer sem bil v podobni vlogi kot tokrat kolega iz Švice. Po pogovoru s kolegom, ki je organiziral konferenco, sem ugotovil, da je bil problem v zelo različnih pričakovanjih in standardih. Še pred dvema letoma je bilo dovolj, da smo tujce pripeljali v Slovenijo, kjer jih je zaradi nizkih pričakovanj in nepoznavanja Slovenije čakalo popolno presenečenje. Napake so nam zlahka odpustili. Dobronamerna švicarska kritika ima preprosto simboliko. Zgradili smo kongresno infrastrukturo in jo naredili primerljivo in konkurenčno mednarodni. Nahajamo se v sila zanimivi regiji z izjemnim kongresnim potencialom. Kongresni turizem povsod v regiji uživa maksimalno politično, medijsko in gospodarsko podporo kot eden od najbolj perspektivnih segmentov turizma. Če želimo kot regija uspeti, moramo sprejeti kriterije naših naročnikov in dosledno poslušati zahteve trga in standarde naročnikov. Gostoljubje, ki ga radi izpostavljamo, ne bo dovolj. Čaka nas trdo delo, da bo celotna kongresna industrija v regiji delovala kot švicarska ura. Najprej je potrebno v celotni regiji vzpostaviti kongresne urade (delujoči so vsi po vrsti stari komaj nekaj let). Dosledno bo potrebno standardizirati ponudnike. Kadre bo potrebno certificirati in dodatno funkcionalno usposobiti, uvesti nove oblike trženja in bolj agresivno destinacijsko pozicioniranje. Zagnati bo potrebno razvojno-raziskovalne projekte in pripraviti temeljite tržne analize. Šepamo tudi na področju ponudbe, prilagojene osebnim potrebam naročnikov, manjka t.i. storitev po meri. Upamo, da bomo kmalu dočakali tudi zares prvi pravi ekološki kongresni center. Ob ponovnem regionalnem povezovanju pa se moramo tudi kritično zavedati svojih slabosti in prednosti in jih postavljati ob bok globalni konkurenci. Sledi torej obdobje investiranja v mehki del naše ponudbe in delo na kakovosti. Za popoln prodor je na mednarodnem kongresnem tržišču potrebno najprej izpolnjevati tehnične standarde, ki zagotavljajo osnovo za opravljanje dejavnosti, kakovost in edinstvenost storitev pa nam bodo priborili konkurenčno prednost.

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16TH ADVERTISING FESTIVAL AND MEDIA MEETING PORTOROŽ, 4 - 9 OCTOBER, 2009 WWW.GOLDENDRUM.COM Black clouds are gathering above advertising industry. Nobody knows what’s going to happen. So instead of old, untested and even dubious skills and recipes, instead of passive teaching by gurus who like everybody else have never experienced anything like what we are facing now – instead of pretending to know, we will offer an active brainstorming for all delegates. Come to Portorož, challenge your brain and mind your hairstyle. There’s going to be a storm!

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Uvodna beseda / Editorial

Model trojnega poslovnega izida ali kanibali z vilicami / 3BL – the Triple Bottom Line (of Business) or Cannibals with Forks

Z

The awareness of environmental problems, climate change

Turistični trg je na gospodarsko recesijo še posebno občutljiv. Poslabšane razmere podjetja občutijo kot zmanjšanje povpraševanja. Zato turistična podjetja nakupne odločitve na trgu podpirajo s prodajnimi in promocijskimi akcijami. Zaradi fiksnih ter glede na dano povpraševanje prevelikih kapacitet, izključno prodajna usmeritev lahko sili v prodajo za vsako ceno. Podjetja pa morajo v vsakih razmerah najti načine, da zagotavljajo zadovoljstvo potrošnikov na profitni način. Takšna orientacija je za tradicionalne kapitaliste legitimna, ni pa več zadostna. Znotraj trženjske srenje je koncept bolj odgovornega poslovanja prodrl že v sedemdesetih letih, hkrati z zavedanjem o okoljskih problemih in socialni odgovornosti podjetij. Ne glede na gospodarske razmere se trženje orientira na zaznavanje in zadovoljevanje potreb in želja individualnih potrošnikov, družbe in okolja na dolgi rok.

The tourism market is especially sensitive to economic recession. Companies feel the deteriorated conditions as a downturn in demand. This is why tourist companies support purchase decisions with sales and promotional campaigns. The fixed and, in light of the given demand, often also the too large, capacities may force an exclusively sales oriented campaign into selling at any price. Regardless of the circumstances though, the companies need to find ways of how to please their customers in a profitable manner. For traditional capitalists, such orientation is legitimate but no longer suffices. The concept of a more responsible operation emerged in marketing circles in the 1970s along with an awareness of environmental problems and corporate social responsibility. Regardless of the economic circumstances, marketing is oriented towards perception and meeting the needs and requirements of individual consumers, the society as a whole and the environment in the long-run.

avedanje o okoljskih problemih, klimatskih spremembah in nepravičnem ekonomskem in socialnem razvoju oblikuje politični dialog in spreminja naš odnos do ustaljenih načinov poslovanja in dojemanja prihodnosti. Tradicionalni kapitalizem, to je profitno naravnani korporativni kanibalizem, lahko dolgoročno preživi samo, če spremeni način obnašanja. John Elkington, ustanovitelj londonskega svetovalnega podjetja SustAinable (Trajnostno), predlaga transformacijo tradicionalnega v trajnostni kapitalizem. Napredek je možen z izboljšanjem kapitalistične olike, ki jo simbolizira kanibal z vilicami. Trije rogljiči vilic simbolizirajo trajnostni trojni poslovni izid: ekonomski napredek, okoljsko kakovost in socialno pravičnost.

Izziv modernega poslovanja in trženja je, kako v razmerah ekonomske krize ne narediti koraka nazaj. In to, ko v slovenskem turizmu odgovorno razpravo o vseh treh dimenzijah poslovanja in trženja ravno začenjamo. Prof. Tanja Mihalič Ekonomska fakulteta Univerza v Ljubljani tanja.mihalic@ef.uni-lj.si

and unjust economic and social development is shaping political discourse and changing our attitudes towards established business practices and our comprehension of the future. Traditional capitalism, i.e. the profit-driven corporate cannibalism, can survive in the long-run only if it changes its behaviour. John Elkington, founder of the London-based SustainAbilility consultancy agency suggests that traditional capitalism should transform into sustainable capitalism. This progress is possible by improving the capitalist etiquette symbolised by a cannibal with forks. The forks' three prongs symbolise the triple bottom line of business: economic prosperity, environmental quality and social justice.

The challenge of modern operation and marketing lies in how not to make a step backward in times of economic downturn. And all this is happening when Slovenian tourism is just beginning the responsible debate on all three dimensions of operation and marketing. Professor Tanja Mihalič Faculty of Economics University of Ljubljana tanja.mihalic@ef.uni-lj.si

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Kratke novice

Velika prenočitvena stiska uspešno rešena

Austria Trend Hotel prenovljen

Kaj se zgodi v Ljubljani, ko hkrati potekata dva kongresa, ki skupaj

Ljubljana, zato so v zaključni fazi prenove konferenčnih dvoran in izpopolnitve gastronomske ponudbe. Hotel se je prenavljal v fazah, saj želijo, da se gostje pri njih odlično počutijo. Konferenčne dvorane bodo z novim leskom in sodobnejšo tehnično opremo zadovoljile goste ter pripomogle k uspešni izvedbi dogodkov. S posodabljanjem vedno znova presenetijo, saj tehnika, ki jo hotel ponuja v svojih konferenčnih paketih, včasih prehiteva misli in potrebe naročnika. Z zavedanjem, da je vsak vrhunec dogodka hrana in pijača ter primeren ambient, so s septembrom uvedli novost v gostinski ponudbi, t.i. »private dining«, kjer se gostom ob t.i. »slow food« programu – šestih hodih – pričara svet okusov tudi z izbranimi vini v njihovi vinoteki. Tudi nastanitvi so namenili veliko pozornost, saj so vse sobe modernizirali že v začetku leta, prav tako tudi hodnike in javne površine hotela in tako so od gostov že poželi prve pričakovane ocene zadovoljstva. www.austria-trend.at/Hotel-Ljubljana

potrebujeta 1300 sob? Velik problem, saj ima Ljubljana po podatkih mestnega Zavoda za turizem skupaj 1870 sob. Na srečo je pri majhnih tudi več iznajdljivosti, povezanosti in v danih razmerah tudi sodelovanja. Tako je bilo tudi v tem primeru. Cankarjevemu domu, ki je bil uradni PCO 35. letnega srečanja mednarodnega združenja za pediatrični in adolescentni diabetes ter 36. letne konference evropskega združenja za raziskave v industrijskem gospodarstvu – EARIE, je skupaj s hotelirji uspelo premostiti zadrego in udeležence večinoma nastaniti v kraju kongresa. Seveda pa brez okolice ne gre, zato je nekaj gostov spalo tudi v bližini Ljubljane. Še en argument v prid vsem tistim, ki zagovarjajo poslovni turizem kot močan zagon gospodarstvu.

Nova gripa v Sloveniji Razmere v Sloveniji so pod nadzorom, bolj alarmantne novice

poslušamo iz tujine. Ker so naši poslovni partnerji tudi člani mednarodnih združenj, spremljamo vprašanja tudi s tega področja. Na podlagi informacij na spletnih straneh Inštituta za varovanje zdravja, Sektorja za varnost in zdravje pri delu v Uradu za organizacijo in kadre pri Generalni policijski upravi ter iz Načrta pripravljenosti na pandemijo gripe so vsi zaposleni v Cankarjevem domu od službe za varnost pri delu prejeli navodila s splošnimi informacijami o gripi in mogočih preventivnih ukrepih ter ukrepih v primeru okužbe in ob stiku z obolelimi. Z namenom preprečevanja okužbe so v toaletnih prostorih preddverij, dvoran in poslovnih prostorov Cankarjevega doma nameščene dozirne naprave s hidroalkoholnim gelom Manugel 85 za hitro in pogosto razkuževanje rok.

Nova konferenčna sezona že trka na vrata Austria Trend Hotela

Naj menedžer v turizmu je Andrej Klasinc, naj menedžerka Jerneja Kamnikar V

Grand Hotelu Primus na Ptuju se je v petek, 25. 9. 2009, v organizaciji Direktorata za turizem na Ministrstvu za gospodarstvo in Slovenske turistične organizacije zaključila osrednja obeležitev Svetovnega dneva turizma na letošnjo tematiko »Turizem – praznovanje raznovrstnosti«. Prireditev je vrhunec dosegla s podelitvijo priznanj za »Naj menedžerko v turizmu 2009« in »Naj menedžerja v turizmu 2009« ter »Naj prostovoljko« in »Naj prostovoljca« v turizmu 2009. Med finalistkami je največ glasov ter prav tako soglasje strokovne komisije in s tem naziv »Naj menedžerka v turizmu 2009« prejela Jerneja Kamnikar, direktorica Vivo d.o.o., med finalisti za priznanje »Naj menedžer v turizmu 2009« pa je naziv prejel Andrej Klasinc, direktor Term Ptuj d.o.o. Priznanje »Naj prostovoljka« in »Naj prostovoljec« v turizmu 2009 – akcija je potekala v organizaciji Turistične zveze Slovenije – sta prejela Amalija Lija Šušteršič, Turistično društvo Polževo in Vladimir Kostevc, Turistično društvo Žužemberk. www.slovenia.info

Hotel Lev s prenovljeno veliko kongresno dvorano H

otel Lev s prenovljeno veliko kongresno – prireditveno dvorano, novimi "superior" sobami in v oktobru odprto tudi novo à la carte restavracijo postaja pomembno zbirališče poslovnih in kongresnih gostov. Gostje lahko v sodobno opremljenih "superior" sobah in apartmajih izbirajo med različnimi trdotami ležišča in vzglavnika, uživajo v razgledih na mesto ali park ter lažje opravljajo poslovna opravila v udobnem naslonjaču in ob velikem delovnem pultu. Sobe so opremljene z najnaprednejšo multimedio in brezžičnim internetom. Gostje bodo v "superior" sobah deležni tudi posebne VIP obravnave, nadstandardnega zajtrka v novi restavraciji, brezplačnih

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Kratke novice prevozov po mestu Ljubljana in še mnogo drugih ugodnosti. V otvoritvenem obdobju bodo gostom na voljo različni promocijski paketi, zato spremljajte novičke na spletni strani www.hotel-lev.si.

Premiki Hotel Austria Trend je zapustil Sandi Kovačević ter se kot vodja gostinstva pridružil ekipi hotela Slon.

Po osemletnem vodenju je City hotel zapustila direktorica Saša Zupan.

Jan Oršič se je pridružil kongresnemu oddelku na Zavodu za turizem Ljubljana.

Ekipi podjetja Gormice se je kot raziskovalna sodelavka, odgovorna za izvedbo razvojno-raziskovalnih projektov, pridružila Maruša Rosulnik.

On the Move Prenovljen Best Western Premier hotel Slon

Sandi Kovačević left the Austria Trend Hotel and joined the team at Hotel Slon as Head of Catering.

S prenovo, ki se je zaključila avgusta 2009, so v Best Western

After eight years as manager, Saša Zupan left the City Hotel.

Premier hotelu Slon pridobili pet izbrano opremljenih multifunkcijskih konferenčnih prostorov. Novo, udobno pohištvo, lestenci ter nove barve tekstila ustvarjajo prijeten ambient, ki ga dopolnjuje postrežba vrhunske Illy kave in okusnih prigrizkov. Prenova vključuje tudi najnovejšo tehnično opremo, po vsem hotelu pa lahko gostje brezplačno dostopajo do WiFi interneta. Prostori lahko gostijo bankete z do 350 gosti ter poslovne dogodke z do 250 udeleženci v kino postavitvi. V hotelu se nahaja tudi Business Center, ki gostom ponuja profesionalne poslovne prostore z začasnimi delovnimi površinami ter dostopom do interneta, telefonom, faksom, kopirnim strojem ter skenerjem. Tako gostje kot tudi zunanji obiskovalci lahko uporabljajo tajniške usluge ter usluge virtualne recepcije, začasne ali stalne pisarniške prostore ter popolno podporo podjetju v obliki pisarniškega materiala, prevajanja in tolmačenja ter osebnega asistenta.

Jan Oršič joined the Business Tourism Department of the Ljubljana Tourist Board.

Maruša Rosulnik joined the team of Gormice as research associate in charge of the implementation of research and development projects.

Turistična sezona v Ljubljani V

poletnih mesecih se v Ljubljani struktura gostov spremeni. Za razliko od spomladanskih in jesenskih mesecev, ko je več poslovnih gostov, v poletnih mesecih prevladujejo individualni gostje. Obdobje januar – junij: v prvih šestih mesecih letošnjega leta je bilo v Ljubljani realiziranih 271.638 nočitev, kar je za 16 odstotkov manj kot v prvih šestih mesecih lani. Primerjava števila prihodov turistov pa kaže 12 odstotni padec glede na prvih šest mesecev lani (2009: 142.753 prihodov, v 2008: 162.262 prihodov). Pri tem poudarjamo, da gre za primerjavo dveh izrazito netipičnih obdobij: v 2008 EU predsedovanje in v 2009 recesija (vir podatkov: SURS). Poletni meseci: trend razkoraka v statistiki med letoma 2008 in 2009 se je nadaljeval. V juliju 2009 beležimo 52.316 nočitev, kar je za 25 odstotkov manj kot lani, v avgustu pa 63.349 nočitev, kar je za 6 odstotkov manj kot avgusta lani (vir podatkov: TIC, ki beleži statistiko nočitev v približno 80 % ljubljanskih namestitvenih zmogljivosti). Z rezultati letošnjega leta v nobenem primeru ne moremo biti zadovoljni. Potrdila se je naša napoved z začetka leta, da Ljubljana ne bo med destinacijami, ki bi jih lahko, kot drugje po Sloveniji, rešil domači gost. V strukturi prenočitev v Ljubljani je kar 80 odstotkov t.i. poslovnih gostov, ki se udeležujejo poslovnih in znanstveno-poslovnih dogodkov, kongresov, konferenc ter obiskovalcev sejmov in političnih srečanj. Poslovni turizem je v krizi in to se odraža tudi v navedenih rezultatih. www.ljubljana.si

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Short News

Shortage of Accommodation Facilities Successfully Overcome What happens when Ljubljana hosts two congresses at a time,

which together need a total of 1,300 rooms? A problem, as according to the Ljubljana Tourist Board, the city has only 1,870 rooms at its disposal. Fortunately, being small means being more resourceful, more connected and more cooperative. This is what happened in this case. Cankarjev dom, which was the official PCO of the 35th Annual Meeting of the International Society for Paediatric and Adolescent Diabetes and the 36th Annual Conference of the European Association for Research in Industrial Economics (EARIE), and the hotels managed to overcome the problem and provide accommodation in Ljubljana for the majority of the delegates. Of course, the outskirts had to be included and some of the guests also slept in the vicinity of Ljubljana. Another argument working in favour of all who see business tourism as a strong impulse for the economy.

The New Flu in Slovenia T

he situation in Slovenia is under control and alarming news comes mostly from abroad. As our business partners are also members of international associations, we follow this field closely. On the basis of information provided by the websites of the Institute of Public Health of the Republic of Slovenia and the Safety and Health at Work Division with the Organisation and Personnel Office of the General Police Directorate and information included in the National Pandemic Influenza Plan, the Health and Safety at Work Department provided all employees of Cankarjev dom with instructions and general information about the new flu and possible preventive measures along with measures to be taken in the event of infection or contact with an infected person. In order to prevent infections, the toilets in the lobbies, halls and offices of Cankarjev dom were equipped with pumps containing the hydroalcoholic antiseptic Manugel 85 for a quick and regular antibacterial hand wash.

Austria Trend Hotel Refurbished T

he new conference season is already at the doors of the Austria Trend Hotel Ljubljana, which has therefore already entered the final phase of refurbishing its conference halls and completing its culinary offer. The hotel was refurbished in phases, as they hoped to make sure their guests still experienced the ultimate in comfort. The new splendour and the modern technical equipment of the conference halls will undoubtedly please the guests and contribute to a successful implementation of events. Their modernisations are always a surprise, as the technology that the hotel offers in its packages sometimes even surpasses the client's thoughts and needs. Knowing that the culmination of each event is wining and dining in the right atmosphere, September will see a novelty in their culinary offer. The hotel will offer private dining with slow food, where the world of tastes with chosen wines from their wine bar will be presented to guests in six different courses. A lot of attention was

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also paid to accommodation facilities, as all rooms were refurbished at the beginning of the year along with the halls and common areas. The first words of praise from guests have already begun. www. austria-trend.at/Hotel-Ljubljana

Andrej Klasinc and Jerneja Kamnikar Named Best Managers in Tourism O

n Friday September 25th, the Grand Hotel Primus in Ptuj hosted the central event for World Tourism Day 2009 – Celebrating Diversity, organised by the Ministry of the Economy – Directorate of Tourism and the Slovenian Tourism Board. The event culminated in the announcement of the 2009 Best Manager in Tourism Award and the 2009 Best Volunteer in Tourism Award. Based on the highest number of votes and the selection committee’s approval, the Best Female Tourism Manager award went to Jerneja Kamnikar, director of Vivo d.o.o. and the Best Male Manager in Tourism award went to Andrej Klasinc, Director of Terme Ptuj d.o.o. The 2009 Best Volunteer in Tourism Award organised by the Tourist Association of Slovenia went to Amalija Lija Šušteršič from the Polževo Tourist Association and Vladimir Kostevc from the Žužemberk Tourist Association. www.slovenia.info

Hotel Lev with a Refurbished Largest Conference Hall With its refurbished largest conference hall, new Superior suites

and the new à la carte restaurant, which opens in October, Hotel Lev is becoming an important meeting point of business and MICE guests. In the modern Superior rooms and suites, guests can choose among different types of mattress hardness and pillows, enjoy the view of the city or the park and conduct their daily tasks from comfortable chairs, using large working areas. The rooms are equipped with state-of-the-art multimedia and wireless Internet access. The guests staying in Superior rooms will be able to enjoy the VIP treatment: luxury breakfast in the new restaurant, complimentary transportation in the city and numerous other benefits. In the opening period, guests will be able to choose different promotional packages, so be sure to follow the news at www.hotellev.si


Refurbished Best Western Premier Hotel Slon T

he refurbishment of the Best Western Premier Hotel Slon, which was completed in August 2009, brought the hotel five exquisitely equipped multifunctional conference facilities. The new and comfortable furniture, chandeliers and new textile colours create a pleasant atmosphere completed with the serving of high-quality Illy coffee and tasteful snacks. The refurbishment also includes stateof-the-art technical equipment; guests will have free WiFi Internet access in all the hotel’s facilities. The conference space can host banquets with up to 350 guests and business events with up to 250 delegates in theatre arrangement.

Mednarodni dogodki industrije srečanj po svetu / International Meetings Industry Trade Fairs Worldwide ACCESS Vienna, Austria 5-6 October 2009 www.access-austria.at

The hotel’s Business Centre offers its guests professional offices with temporary working areas and Internet access, telephone, fax, copy machine and scanner. Both guests and outside visitors can make use of secretary services and the services of a virtual reception desk, temporary or permanent offices and full company support in the form of office utensils, translation and interpretation services and the services of a personal assistant. www.hotelslon.com

7th Annual MICE Europe Congress Valamar Lacroma Resort, Dubrovnik, Croatia 27-30 October 2009 www.miceeurope.com

Ljubljana Tourist Season

BTC International Rome, Italy 5-6 November 2009 www.btc.it

T

he summer months in Ljubljana normally see a change in visitor structure. Unlike during spring and autumn, when business visitors prevail, during the summer months, the majority of tourists are holiday visitors. January – June: In the first six months of the year, Ljubljana recorded 271,638 overnight stays, which is 16 percent less than at the same time last year. A comparison of the number of incoming tourists shows a 12 percent drop compared to the first six months of 2008 (2009: 142,753 arrivals, in 2008: 162,262 arrivals). However, it needs to be stressed that this is a comparison of two extremely untypical periods: the EU Presidency in 2008 and the recession in 2009. (Source: Statistical Office of the Republic of Slovenia). The Summer Months: the difference in the statistics for 2008 and 2009 continue. There were 52,316 overnight stays in June 2009, which is 25 percent less than last year, increasing to 63,349 overnight stays in August, which is still 6 percent less than last August. (Source: Ljubljana Tourist Information Centre recording the statistics of overnight stays for about 80% of Ljubljana's accommodation capacities). We definitely cannot be pleased with this year's results. Our predictions from the beginning of the year that Ljubljana would not be a destination that could be saved by domestic guests, as others across the country, has been proven correct. The guest structure of overnight stays in Ljubljana shows that 80 percent of visitors are business guests who attend professional and scientific business events, congresses, conferences and visitors of exhibitions and political meetings. Business tourism is facing tough times and this is reflected in these results. www.ljubljana.si

48th ICCA Congress & Exhibition 7-11 November 2009 Florence, Italy

www.iccaworld.com/dbs/congress2009

World Travel Market

9-12 November 2009 ExCeL, London, UK www.wtmlondon.com

EIBTM Barcelona, Spain 1-3 December 2009 www.eibtm.com

4th EFAPCO Congress Brussels, Belgium 7-9 January 2010 www.efapco2010.eu

CONVENTA Ljubljana, Slovenia 21-22 January 2010 www.conventa.info

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Predvidene trženjske aktivnosti Kongresnega urada do konca leta 2009 Workshop

Milano, 22. september 2009 Via Dante 1, www.viadante14.it Workshop

Beograd, 25. september 2009 DMAI »Sales Academy II«, 24. – 25. september 2009

Destination Management Association International, www.destinationmarketing.org

EIAT 2009, Beograd, 26. – 27. september 2009

Education and Industry Advancing Together, www.eiat-conference.org

Workshop

Frankfurt, 7. oktober 2009 www.meyer-frankfurt.de/de/

kochwerk.php?pageid=78&top=true

Novice Priprave na Convento so v polnem razmahu Druga poslovna borza Conventa bo potekala na Gospodarskem

razstavišču v Ljubljani od 21. do 22. januarja 2010 v okviru sejma Turizem in prosti čas. Poleg Kongresnega urada Slovenije pri organizaciji borze sodelujejo Slovenska turistična organizacija, Zavod za turizem Ljubljana, Gospodarsko razstavišče, revija Kongres in ugledna mednarodna strokovna združenja MPI, SITE in HelmsBriscoe. Pomemben mednarodni partner je tudi EIBTM – Reed Travel Exhibitions. Tehnični organizator dogodka je podjetje Gormice iz Ljubljane. Priprave na 2. poslovno borzo Conventa so v polnem zagonu. Trenutno je prijavljenih okoli 40 razstavljavcev iz celotne regije JV Evrope in izkazan velik interes potencialnih organizatorjev dogodkov iz evropskega in mednarodnega prostora, ki jih zanima regija JV Evrope. Regija JV Evrope so bo tako že drugič predstavila organizatorjem srečanj, dogodkov in motivacijskih programov. JV Evropa na mednarodnem trgu kongresne dejavnosti še nima ustrezne prepoznavnosti. Z uspešno izvedbo prve mednarodne poslovne borze v Ljubljani januarja 2009 je bilo potrjeno, da je regija zelo zanimiva za evropske organizatorje dogodkov. Skupen nastop ponudnikov omogoča boljšo trženjsko prepoznavnost na evropskem in mednarodnem tržišču in omogoča znižanje stroškov pri promociji na tujih trgih. Organizatorji dogodkov iz Evrope in širšega prostora te regije še ne poznajo. Hkrati je JV Evropa za tuje organizatorje dogodkov zelo zanimiva, saj jo med drugim poimenujejo tudi »eksotična« Evropa. Na tem delu se razprostira deset držav, ki so si med seboj zelo različne, hkrati pa imajo vse nekaj skupnega. To je prijaznost, kakršne v mnogih delih Evrope ni več.

Poslovne borze v sodelovanju s Slovensko turistično organizacijo BTC, Rim, 5. – 6. november 2009 www.btc.it

EIBTM, Barcelona, 1. – 3. december 2009 www.eibtm.com

Odkrivaj. Spoznavaj. Ustvarjaj. 14


Zavoda-Kongresnoturistični urad

Workshop »Full Contact International Venues« Z

avod za turizem Ljubljana / Kongresna pisarna in ZavodKongresnoturistični urad sta se udeležila workshopa »Full Contact International venues« julija v Trevisu, ki ga je organizirala vodilna medijska hiša s področja kongresne industrije v Italiji, Ediman. Poleg izdajanja treh strokovnih revij Ediman organizira tudi specializirane delavnice – Full Contact – za sedem specifičnih segmentov in naročnikov strokovnih ter poslovnih dogodkov. Udeležba ZTL na workshopu Full Contact je bila sofinancirana s strani Evropske unije na podlagi pridobitve nepovratnih sredstev v okviru Javnega razpisa za pridobitev sredstev evropskega sklada za regionalni razvoj – ESRR za dodatno promocijo turistične ponudbe Slovenije v letu 2009 s strani Ministrstva za gospodarstvo. Workshop deluje po sistemu udeležbe omejenega števila razstavljavcev (tuji kongresni centri oz. hoteli, kongresni uradi in specializirane kongresne agencije – DMC), ki imajo zagotovljenih vsaj 20 sestankov s kvalificiranimi vabljenimi kupci iz Italije, ki organizirajo dogodke v tujini. V okviru workshopa sta ZTL in Kongresni urad Slovenije izvedla 22 sestankov s potencialnimi organizatorji dogodkov iz Italije. Poleg tega sta prejela bazo 30 kontaktov klientov, ki so izrazili zanimanje za Ljubljano in Slovenijo, vendar se dogodka niso udeležili. Večina organizatorjev poslovnih dogodkov Ljubljane in Slovenije kot kongresne in incentive destinacije ni poznala. Z njihove strani je bil izražen velik interes za izbiro Ljubljane kot potencialne destinacije za prihodnje dogodke, saj bližina in kakovostna ponudba destinacije ter njenih ponudnikov predstavljata velik potencial za italijansko tržišče, ki še ni dovolj izkoriščen.

23. poletna šola ECM v Bolzanu Med 29. avgustom in 2. septembrom je v Bolzanu v Italiji potekala 23. poletna šola ECM (European Cities Marketing), ki se je je udeležilo 55 slušateljev, ključnih mladih akterjev kongresne dejavnosti iz različnih evropskih držav. Letošnja poletna šola je bila posvečena ekološki osveščenosti kongresne dejavnosti. Mladim kongresnim delavcem so za prevoz priskrbeli kolesa ali pa avtobuse s pogonom na obnovljive vire, predavanja in študijski obiski pa so se odvijali v okolju prijaznih objektih.

Letos je bilo iz Slovenije prisotnih pet predstavnikov kongresnoturističnih podjetij. Ti so lahko pridobili nova praktična znanja na področju kongresne dejavnosti in vzpostavili nova poznanstva s kolegi iz evropskega prostora. Tridnevni seminar s ključnimi tematikami kongresne dejavnosti je omogočil slušateljem skozi teoretične in praktične vsebine pridobiti bolj celovito razumevanje

mednarodne kongresne industrije in njenega trženja. European Cities Marketing je evropsko združenje mestnih turističnih organizacij in kongresnih uradov. Združuje 134 članov iz 31 držav. www.europeancitiesmarketing.com.

Redni seji Sveta ZavodaKongresnoturistični urad G

lede na številne odprte teme – razpis za štiriletni mandat direktorja Kongresnega urada, program dela 2010, tekoče poslovanje Kongresnega urada, razpis ESRR za dodatno turistično ponudbo Slovenije – je Kongresni urad organiziral dve seji Sveta zavoda v mesecu juliju. Odvijali sta se 2. in 16. julija. Na seji je bilo poleg potrditve mandata dosedanjega direktorja Miha Kovačiča za obdobje 2009 – 2012 soglasno potrjeno, da mora Kongresni urad dopolniti poslovnike in statut Zavoda-Kongresnoturistični do meseca novembra. Na seji 16. septembra je bil pripravljen seznam ukrepov, ki jih predlaga Svet in predsednik strokovnega sveta Zavoda-Kongresnoturistični urad na osnovne usmeritve Programa dela STO za leto 2010 – k točki »Spodbujanje razvoja potenciala Slovenije kot bližnje destinacije za organizacijo kongresov ter motivacijskih potovanj«. Ključni ukrepi, ki bi se morali upoštevati pri programu dela STO za leto 2010, so naslednji: povečanje aktivnosti mednarodnega oglaševanja in odnosov z javnostmi za področje kongresnega turizma in motivacijskih potovanj, večja interaktivnost pri mednarodni poslovno-kongresni borzi Conventa, povečanje raziskav tujih kongresnih tržišč, pomoč pri uvedbi ambasadorskega programa in pomoč pri nadgradnji veljavnih standardov »Kongresne Slovenije« za področje ekologije in družbene odgovornosti podjetij; certificiranje zaposlenih na strani ponudnikov kongresnih storitev.

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Novice Zavoda-Kongresnoturistični urad

Miha Kovačič ponovno izvoljen za direktorja Kongresnega urada K

ongresni urad Slovenije je po 30. členu statuta ZavodaKongresnoturistični moral postopek za imenovanje direktorja urada začeti vsaj 90 dni pred iztekom mandata dosedanjega direktorja Miha Kovačiča. Štiriletni mandat je dosedanjemu direktorju potekel 1.9.2009. Zato je Zavod-Kongresnoturistični urad v skladu s 3. sklepom seje Sveta Zavoda, ki je potekala 9.6.2009, in na podlagi 32. člena statuta, objavil javni razpis za direktorja Zavoda-Kongresnoturistični urad. Do razpisanega roka (26.6.2009) za prijavo za razpisano delovno mesto direktorja je po pošti na Kongresni urad prispelo enajst prijav. Med sedmimi kandidati je Svet Zavoda izbral štiri kandidate, ki izpolnjujejo osnovne zahtevane pogoje in imajo deloma izkušnje oziroma poznajo področje organizacije dogodkov, med njimi pa je Svet Zavoda soglasno izbral in potrdil dosedanjega direktorja Miha Kovačiča. Miha Kovačič je bil izbran na podlagi dosedanjega dela, izkušenj in dobrega poznavanja kongresne industrije na slovenskem in mednarodnem področju. Miha Kovačič je pri prevzemu štiriletne funkcije na kratko predstavil pregled dosedanjega štiriletnega mandata in pogled na prihodnost razvoja Kongresnega urada in kongresne dejavnosti v Sloveniji.

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Strateška seja Sveta ZavodaKongresnoturistični urad K

ongresni urad je 27. in 28. avgusta 2009 izvedel prvo strateško sejo Sveta Zavoda s teambuildingom za člane Sveta Zavoda in predsednika Strokovnega sveta. Za izvedbo in celotno organizacijo dvodnevnega programa je bilo izbrano podjetje Maya, športni turizem (www.maya.si), katere lastnik in direktor je Borut Nikolaš iz Tolmina. Vsi člani Sveta Zavoda so bili nad profesionalnostjo in raznovrstnostjo programa "Harmonija teama" več kot navdušeni. Pri izvedbi posameznih aktivnosti smo bili priča osebnemu pristopu in angažiranosti g. Nikolaša in njegove ekipe, ki so nazorno pokazali, kaj vse lahko ponudimo na nivoju teambuilding programov v čudovitem okolju Soče. Poleg srednje zahtevnega teambuilding programa so člani Sveta Zavoda imeli priložnost uživati v kulinaričnih dobrotah v Tolminu in njegovi okolici. Ponovno se je pokazalo, kako pomembno je sodelovanje na lokalnem nivoju in kako velik pomen ima človeški faktor pri motivacijskih in teambuilding programih posameznih ponudnikov. Pozitivna klima članov Sveta Zavoda je pripomogla k produktivni in kreativni pripravi ključnih strategij za razvoj kongresnega in incentive produkta Slovenije. Strategije so bile pripravljene na podlagi definiranja prednosti, slabosti, nevarnosti in priložnosti razvoja Slovenije kot kongresne & incentive destinacije. Vsi člani Sveta Zavoda so aktivno sodelovali pri delavnici, ki je pripomogla k definiranju strateškega razvoja in aktivnosti za delovanje Kongresnega urada v prihodnje. Ponovno se je pokazalo, kako pomembno vlogo imajo člani Kongresnega urada. Na podlagi zgoraj definiranih strategij razvoja bo v jesenskih mesecih pripravljen izvedbeni načrt strateškega razvoja kongresnega & incentive produkta in Kongresnega urada Slovenije. V izvedbenem načrtu bodo podrobneje predstavljene aktivnosti za dosego ciljev, odgovornosti in terminski plan za leto 2010. Kongresni urad se ob tej priložnost zahvaljuje vsem članom Sveta Zavoda za aktivno in tvorno sodelovanje pri oblikovanju strategij. Le sodelovanje vseh »kongresnikov« lahko pripomore k pozitivni promociji Slovenije na tujih trgih in povečanju zavedanja lokalne/ regionalne/nacionalne skupnosti o pomenu kongresne dejavnosti za celotno turistično gospodarstvo.


Workshop za angleške organizatorje dogodkov v Sloveniji s študijsko turo K

ongresni urad je v sodelovanju s Slovensko turistično organizacijo in angleško marketinško agencijo Moulden Marketing ter Zavodom za turizem Ljubljana (ZTL) od 11. do 13. septembra organiziral študijski obisk z workshopom za 26 angleških organizatorjev dogodkov. V sklopu dvoinpoldnevnega programa so si imeli angleški organizatorji dogodkov priložnost ogledati Bled, Ljubljano, Postojnsko jamo, Piran in Portorož. V sklopu programa je bil organiziran in izveden poldnevni workshop v Ljubljani, kjer se je trinajst sodelujočih članov Kongresnega urada osebno predstavilo in seznanilo z vsemi angleškimi organizatorji dogodkov v Ljubljani. V izvedbo celotnega programa so bili vključeni posamezni člani Kongresnega urada na destinacijah, ki se jim ob tej priložnosti zahvaljujemo. Gostje so si na Bledu ogledali Blejski grad in spoznali ponudbo Bleda kot kongresne destinacije ter uživali v kulinarični ponudbi Grand Hotela Toplice (Sava Hoteli Bled). V Ljubljani so imeli priložnost obiskati Ljubljanski grad ter stari del mesta in pokušati kulinarične dobrote v restavracijah Vitez in Most. Za kulinarično ponudbo v sklopu gala večerje v Mestnem muzeju Ljubljana je poskrbelo podjetje Vivo catering, za kulturno popestritev pa skupina Jararaja. V Postojnski jami je ponudbo predstavil Turizem Kras, na slovenski obali pa člana

urada, Bernardin Group in LifeClass Hotels & Spa. Izvedba tako zahtevnega študijskega obiska ne bi mogla biti uspešno izpeljana brez sodelovanja STO-ja, Lokalnih turističnih organizacij na Bledu, Portorožu, ZTL ter Zavoda za kulturo Bled. Nekaj komentarjev, ki jih je Kongresni urad prejel po samem dogodku:

Draga Miha in Azra, Rada bi se vama zahvalila za trdo delo, ki sta ga vložila v organizacijo našega vikenda. Sedaj imamo veliko boljši vpogled v vašo ponudbo. Prosim, posredujte mojo zahvalo vsem, ki so sodelovali pri organizaciji našega druženja, prijetno je bilo spoznati toliko novega! Margaret Croxon, IHC Venues

Najlepša hvala za zelo informativen izlet, ki je bil hkrati tudi zelo zabaven. Vesela sem, da smo si imeli priložnost ogledati prizorišča, ki bi lahko bila zanimiva tudi za naše kliente. Upam, da bom lahko kmalu k vam pripeljala svoje goste. Hvaležna sem vam za gostoljubje in čas, ki ste nam ga namenili na tem potovanju. Prijazen pozdrav, Lynne K. Byrnes, Venues4u

Draga Miha in Azra, Prekrasno je bilo preživeti vikend z vama. Sedaj vidim Slovenijo kot zanimivo novo destinacijo za japonsko tržišče znotraj Velike Britanije. Ponovno lepa hvala za vso vajino predanost in gostoljubje. Pazita nase, Tomomi Echigo, Euro Creative Tours (UK) Ltd, London

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Novice Zavoda-Kongresnoturistični urad

Javni razpis za dodatno promocijo turistične ponudbe Slovenije – sredstva Evropskega sklada za regionalni razvoj – ESRR Zavod-Kongresnoturistični urad je eden od petindvajsetih prejemnikov sredstev v okviru javnega razpisa za pridobitev sredstev Evropskega sklada za regionalni razvoj – ESRR za dodatno promocijo turistične ponudbe Slovenije v letu 2009. Partnerji, ki so sodelovali v okviru projekta »Push up Slovenia«, prijavljenega na razpisu, so: Monsadria d.o.o. (Hotel Mons), Hotel Management d.o.o. (Austria Trend Hotel Ljubljana), Grand hotel Union d.d., Krajc hoteli d.o.o. (City hotel Ljubljana), Hotel Lev d.d., Hotel Slon d.d., Tabor Ljubljana d.d. (Hotel Park) in Zavod za turizem Ljubljana.V projekt so se vključili tudi ostali člani Kongresnega urada. Celotna vrednost projekta je ocenjena na 172.000 evrov, v sklopu razpisa ESRR bo Kongresni urad Slovenije imel možnost pridobiti 100.000 evrov nepovratnih sredstev. Zavod-Kongresnoturistični urad je v sklopu akcije »Push up Slovenia« izvedel projekt Push up 1.0, ki je vključeval največjo promocijo kongresne in incentive ponudbe na ključnih tujih trgih: Velika Britanija, Nemčija, Italija, Srbija in Belgija.

V okviru mednarodne publikacije »Meet in South East Europe« bo v obsegu osmih strani predstavljena Slovenija kot kongresna & incentive destinacija.

"Push up 2.0" V

sklopu razpisa je bil poleg projekta »Push up 1.0« prijavljen tudi projekt »Push up 2.0«, ki vključuje promocijo slovenske kongresne ponudbe s spletnimi video posnetki in animacijami ter posodobitev spletne strani Kongresnega urada. Dodatno sta v mesecu septembru in začetku oktobra predvidena workshopa v Frankfurtu (7. oktobra ) in workshop v Beogradu (25. septembra). Aktivnosti projekta »Push up 2.0« so usmerjene v inovativno spletno trženje in utrditev imidža Slovenije kot prijazne in dinamične kongresne destinacije. Ime akcije je simbolično tudi v smislu umestitve trženjske akcije v drugo generacijo interaktivnih spletnih storitev. S tem bo spletni portal kongresnega urada nadgrajen z novimi vsebinami in prijazenjši za uporabnike. Sistem t.i. videocasta bo omogočal periodično objavljanje prispevkov ter večjo interaktivnost spletnega portala. Z razvojem spletnih video servisov (YouTube, Metacafe, WEB TV) je spletni video marketing postal eno najmočnejših orodij za promocijo in večjo izpostavljenost ponudbe. Video predstavitve omogočajo kvalitetnejšo in celovitejšo predstavitev ter povečajo prepoznavnost ponudbe posameznega podjetja/destinacije. Vse aktivnosti znotraj razpisa za dodatno promocijo turistične ponudbe Slovenije bodo zaključene do 15. oktobra.

V

sklopu nacionalne blagovne znamke »I feel Slovenia« se je kongresni produkt predstavil z novim oglasom, ki je na izviren način pritegnil pozornost na Slovenijo. Ideja za novi »image« oglas je rezultat viharja možganov »slovenskih kongresnikov«, ki so na letni skupščini Kongresnega urada prišli do ugotovitve in soglasja, kaj je konkurenčna prednost Slovenije kot kongresne in incentive destinacije. To se je upoštevalo pri oblikovanju oglasa s strani AV Studia iz Velenja, ki je izdelalo pločevinko energijske pijače, ki poudarja ključne prednosti Slovenije kot kongresne destinacije (slovensko energijo, fleksibilnost teama, 24-urni nasmeh, osebni pristop in naraven šarm). Slogan, ki predstavlja Slovenijo kot kongresno destanacijo in je v sklopu nacionalne blagovne znamke »I feel Slovenia«, je tako »Feel the People.« – začuti ljudi, »Taste Fresh Ideas.« – okusi sveže ideje.

SLOVENIA MEETINGS

"Feel the People. Taste Fresh Ideas."

Feel the people. Taste fresh ideas.

www.slovenia.info

www.slovenia-convention.com

k.turizem_oglas 210x297.indd 2

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24.4.2009 17:00:49


Workshop v Beogradu, 25. september 2009 Z

avod-Kongresnoturistični urad je na podlagi pridobitve nepovratnih sredstev v okviru »Javnega razpisa za pridobitev sredstev evropskega sklada za regionalni razvoj – ESRR, za dodatno promocijo turistične ponudbe Slovenije v letu 2009« izvedel workshop za srbske organizatorje dogodkov v Beogradu. Srbsko tržišče je na področju kongresnega produkta za Slovenijo zelo pomembno in premalo izkoriščeno. S sprostitvijo vstopnih viz bo slovensko tržišče postalo veliko bolj zanimivo za srbske goste. Workshopa se je udeležilo devet slovenskih podjetij, ki vidijo srbski trg kot potencialno novo tržišče. Za lokacijo je bil izbran sodoben IN Hotel v Beogradu. Vsi udeleženci se se po končanem workshopu lahko pridružili otvoritvi II. mednarodne konference EIAT. V sklopu konference se je na lastni stojnici predstavila »Kongresna Slovenija«. Med udeleženci se je izvedla tudi nagradna igra. Nagrado sta darovala Kempinski Palace Portorož in Lifeclass Hotels & Spa.

EIAT 2009, Beograd, 26. – 27. september 2009 II.

mednarodna konferenca EIAT (Education and Industry Advancing Together) je potekala v hotelu M Best Western Beograd. S prezentacijo na temo »Public Private Partnership: The Way we set an Example; Case Study: Conventa – Challenge of Success« sta direktor slovenskega Kongresnega urada Miha Kovačič in direktor podjetja Gormice Gorazd Čad predstavila Convento, poslovno borzo JV Evrope kot primer dobre prakse javno-zasebnega partnerstva. Več na www.eiat-conference.org

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Other Marketing Activities of the Slovenian Convention Bureau in 2009

Slovenian Convention Bureau

News

Via Dante 1, www.viadante14.it

Preparations for Conventa in Full Swing

Workshop

The second Conventa show will take place at the Ljubljana

Workshop

Milan, September 22nd, 2009

Belgrade, September 25th, 2009 DMAI Sales Academy II, September 24th – 25th, 2009

Destination Management Association International, www.destinationmarketing.org

EIAT 2009, Belgrade, September 26th – 27th, 2009

Education and Industry Advancing Together, www.eiat-conference.org

Workshop

Frankfurt, October 7th www.meyer-frankfurt.de/de/

kochwerk.php?pageid=78&top=true

Exhibitions in Cooperation with the Slovenian Tourist Board BTC, Rome, November 5th – 6th, 2009 www.btc.it

EIBTM, Barcelona, December 1st – 3rd, 2009 www.eibtm.com

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Exhibition and Convention Centre from January 22nd to January 23rd, 2010 as part of the Tourism and Leisure Fair. In addition to the Slovenian Convention Bureau, the organisation committee will include the Slovenian Tourist Board, the Ljubljana Tourist Board, the Ljubljana Exhibition and Convention Centre, Kongres magazine and three distinguished international associations: MPI, SITE and HelmsBriscoe. Another important international partner is EIBTM – Reed Travel Exhibitions. The technical organiser of the event is Go®mice from Ljubljana. Preparations for the 2nd Conventa exhibition are in full swing. At the moment, about 40 exhibitors from across Southeast Europe have applied to partake in the exhibition and there is great interest from potential European and international event organisers who are interested in Southeast Europe. This will be the second year that Southeast Europe presents itself to meeting, event and incentive organisers. Southeast Europe has not yet achieved proper recognition on the international MICE market. The successful implementation of the first international exhibition, organised in Ljubljana in January 2009, confirmed that event organisers find this region to be very interesting. A joint presence of providers enables better marketing recognition on the European/international market while at the same time reducing costs of promotions on foreign markets. Event organisers from Europe and beyond still have little or no knowledge of this region. At the same time, Southeast Europe is extremely interesting to foreign event organisers, who call it 'exotic Europe'. This region covers ten very diverse countries that nevertheless share a common trait – a friendliness lost in many parts of Europe.

The Full Contact International Venues Workshop The Business Tourism Department of the Ljubljana Tourist Board

and the Slovenian Convention Bureau attended the Full Contact International Venues workshop organised this July in Treviso by the leading Italian media house from the meetings industry, Ediman. Ediman not only publishes three professional magazines, but also organises specialised Full Contact workshops for seven specific segments of clients and the meeting, incentive and business travel demand. Attendance of the Ljubljana Tourist Board at this year's Full Contact


workshop was co-financed by the European Union by means of grants within the framework of the Invitation to Tender for Obtaining Grants from the European Regional Development Fund – ERDF for the Additional Promotion of Slovenia’s Tourist Offer in 2009 issued by the Ministry of the Economy. Full Contact International Venues hosts a limited number of exhibitors (foreign congress centres or hotels, convention bureaus and DMCs) who can present their offer to a minimum number of 20 different Italian-hosted buyers who deal with organising events abroad. At the workshop, the Ljubljana Tourist Board and the Slovenian Convention Bureau held 22 meetings with potential event organisers from Italy. They also received a database of 30 contacts of clients interested in Ljubljana and Slovenia who were unable to attend the actual event. The majority of MICE organisers were not familiar with Ljubljana and Slovenia as a meetings and incentive destination. They expressed great interest in choosing Ljubljana as a potential destination for their upcoming events, as the country’s vicinity and the quality offer of the destination and its providers represent great potential for the underutilised Italian market.

The 23rd ECM Summer School in Bolzano The 23

ECM (European Cities Marketing) Summer School was hosted by the city of Bolzano in Italy from August 29th to September 2nd, 2009. This event was attended by 55 key young professionals from the meetings industry from various European countries. This year's summer school was dedicated to an environmentally conscious meetings industry. Young professionals from the meetings and incentive industry were given bicycles for transportation or buses running on renewable sources provided transportation, while lectures and study visits took place in environmentally friendly facilities. rd

This year, there were five representatives of the Slovenian meetings industry present at the summer school. These representatives were able to obtain new practical knowledge from the meetings and incentive industry and to establish new contacts with their fellow colleagues from Europe. The three-day seminar, which focused on key issues in the meetings activity, enabled the participants to obtain a comprehensive understanding of the international meetings and incentive industry and its marketing techniques by providing theoretical and practical content. European Cities Marketing is a European network of city tourist offices and convention bureaus. It unites the interests of 134 major cities from 31 countries. www.europeancitiesmarketing.com.

Regular Assemblies of the Council of the Slovenian Convention Bureau In light of the numerous open subjects – the tender for the four-

year director term of the Slovenian Convention Bureau, the work programme for 2010, the current operation of the Slovenian Convention Bureau, the ERDF invitation to tender for additional promotion of Slovenia’s tourist offer – the Slovenian Convention Bureau convened two assemblies of the Council of the Slovenian Convention Bureau in July. They took place on July 2nd and July 16th. At the Assembly, the present director, Miha Kovačič, was confirmed director for the new 2009 – 2012 term. It was also unanimously decided that the Convention Bureau must update its rules of procedure and articles of association by November. At the Assembly held on September 16th, a list of measures proposed by the Council and the Chairman of the Council of Experts was prepared in light of basic directions of the Operational Plan of the Slovenian Tourist Board for 2010 (item: Promoting the Development of Slovenia’s Potential as a Nearby Destination for the Organisation of Meetings and Incentive Trips). The fundamental measures that are to be considered in the preparation of the Operational Plan of the Slovenian Tourist Board for 2010 are as follows: to increase activities of international advertising and public relations in the field of the meetings and incentive industry, to promote greater interactivity at the international Conventa exhibition, to increase research of international meetings markets, help in implementing the

21


Slovenian Convention Bureau News

ambassador programme and help in upgrading the valid congress standards for the field of ecology and corporate social responsibility and to promote certification of employees of providers of congress services.

Miha Kovačič Re-Elected as the Director of the Slovenian Convention Bureau A

ccording to Article 30 of its Articles of Association, the Slovenian Convention Bureau had to begin the process of appointing its director at least 90 days prior to the current director, Miha Kovačič's end of term. The four-year term of the present director ended on September 1st, 2009. This is why the Slovenian Convention Bureau, in accordance with Resolution 3 of the Assembly of the Council of the Slovenian Bureau held on June 9th, 2009 and on the basis of Article 32 of the Articles of Association, announced a public tender for the director of the Slovenian Convention Bureau. The Slovenian Convention Bureau received eleven applications for the post of director by mail, all arriving by June 26th, 2009 as set out in the tender. Among seven candidates, the Council of the Slovenian Convention Bureau chose four candidates who fulfilled the required basic criteria and who had the experience or the knowledge needed to cover the field of event organisation. Among them, the Council of the Slovenian Convention Bureau unanimously chose and confirmed the present director Miha Kovačič. Miha Kovačič was chosen on the basis of previous work, experience and extensive insight into the meetings industry both on the Slovenian and international markets. Upon taking on the new four-year term, Mr. Kovačič gave a brief review of his previous term along with his views on future development of the Slovenian Convention Bureau and the meetings and incentive industry in Slovenia.

Strategic Meeting of the Council of the Slovenian Convention Bureau On August 27th and 28th, the Slovenian Convention Bureau

implemented the first strategic meeting of the Council of the Slovenian Convention Bureau with a teambuilding programme organised for Council members and the chairman of the Council of Experts. The implementation and organisation of the two-day programme was entrusted to the Maya tourist agency (www.maya.si), whose owner and director is Borut Nikolaš from Tolmin. All Council

22

members were delighted with the professionalism and the diversity of the Team Spirit programme. In the implementation of individual activities, we witnessed the personal approach and dedication of Mr. Nikolaš and his team, who have, more than evidently, shown all that we can offer in the field of teambuilding programmes in the wonderful environment of the Soča River. In addition to the teambuilding programme, which was ranged with medium difficulty, members of the Council of the Slovenian Convention Bureau had the opportunity to enjoy the culinary treats offered by Tolmin and its surroundings. The importance of cooperation on the local level has again become evident along with the role that the human factor plays in incentive and teambuilding programmes of individual providers. The positive atmosphere among Council members contributed to a productive and creative preparation of the main strategies for the development of Slovenia’s meeting and incentives product. The strategies were prepared on the basis of defining the strengths, weaknesses, opportunities and threats of developing Slovenia as a meetings and incentive destination. All members of the Council actively participated in a workshop that helped define strategic development and activities for the future operation of the Convention Bureau. It again became evident what an important role each member of the Convention Bureau plays. On the basis of these developmental strategies, the autumn months will see the prepared implementation plan for strategic development of the meetings and incentive product and the Slovenian Convention Bureau. The implementation plan will present the activities that need to be conducted in order to achieve our aims, the responsibilities and the schedule for 2010 in detail. The Slovenian Convention Bureau would like to take this opportunity to thank all members of the Council for their active and productive cooperation in designing these strategies. Only the cooperation of all meeting professionals can contribute to the positive promotion of Slovenia on international markets and to an increased awareness of the local/regional/national community about the importance of the meetings industry for tourism as a whole.


Workshop and Study Visit for British Event Organisers in Slovenia From September 11th to September 13th, the Slovenian Convention

Bureau, in cooperation with the Slovenian Tourist Board, the British Moulden Marketing agency and the Ljubljana Tourist Board, organised a study trip with a workshop for 26 British event organisers. During the two-and-a-half-day programme, British event organisers visited Bled, Ljubljana, the Postojna Cave, Piran and Portoro탑. At the half-day workshop in Ljubljana, which was organised as part of the programme, thirteen members of the Convention Bureau met with the British event organisers in Ljubljana. The implementation of the programme included the participation of individual members of the Convention Bureau at individual locations, for which we would like to thank them. In Bled, the guests visited the Bled castle, got acquainted with Bled's offer as a meetings destination and enjoyed the culinary treats of the Grand Hotel Toplice (Sava Hoteli Bled). In Ljubljana, they visited the Ljubljana castle and the old town and tried the culinary delights offered by the Vitez and Most restaurants. The culinary offer at the gala dinner at the Ljubljana City Museum was provided by Vivo catering, and the entertainment, by the Jararaja band. In the Postojna Cave, Turizem Kras presented its offer and, in the Littoral, Bernardin Groups and

LifeClass Hotels & Spa did the same. The implementation of such a demanding study visit could not have been successful without the cooperation of the Slovenian Tourist Board, the local tourist organisations in Bled and Portoro탑, the Ljubljana Tourist Board and the Bled Culture Institute. Here are a few comments that the Convention Bureau received after the event: Dear Miha and Azra, I would like to thank you for all the hard work that you put into organising our weekend. We now have much better insight into your offer. Please pass on my thanks to all who participated in the organisation of our visit. It was lovely to get to know so many new things! Margaret Croxon, IHC Venues Thank you for the very informative, and at the same time entertaining, trip. I am glad that we got the chance to visit some venues that might be interesting to our clients. I hope that I will soon be able to bring my guests here. Thank you for your hospitality and the time dedicated to us during this study trip. Kind regards, Lynne K. Byrnes, Venues4u Dear Miha and Azra, It was wonderful spending the weekend with you. I now see Slovenia as an interesting new destination for the Japanese market within Great Britain. Thank you again for all your dedication and hospitality. Take care, Tomomi Echigo, Euro Creative Tours (UK) Ltd, London

23


Slovenian Convention Bureau News

Invitation to Tender for the Additional Promotion of Slovenia’s Tourist Offer – Grants from the European Regional Development Fund – ERDF

Feel the People. Taste Fresh Ideas. W

ithin the framework of the national I feel Slovenia brand, the meetings product presented itself with a new advertisement that drew attention to Slovenia in an original manner. The idea for the new advertisement is the result of the brainstorming of Slovenian meetings professionals, who ascertained and agreed regarding Slovenia’s advantages as a meetings and incentive destination at the Annual Meeting of the Slovenian Convention Bureau. These ideas were considered by the AV Studio from Velenje, which designed an energy drink can emphasising the key advantages of Slovenia as a meetings destination (Slovenian energy, team flexibility, 24h smile,

personal touch and natural charm). The slogan presenting Slovenia as a meetings destination and which is part of the national I feel Slovenia brand is: Feel the People. Taste Fresh Ideas. Slovenia as a meetings and incentive destination will be presented on eight pages in the Meet in Southeast Europe meeting guide.

Push up 2.0

In addition to the Push up 1.0 project, the tender also included the

Push up 2.0 project, which includes the promotion of Slovenia’s meetings offer with online videos and animations and the modernisation of the Convention Bureau’s website. Additionally, workshops are planned for September and October: two in Frankfurt (October 7th) and one in Belgrade (September 25th). The activities of the Push up 2.0 project are directed towards innovative online marketing and the strengthening of Slovenia’s image as a friendly and dynamic meetings destination. The name of the campaign is also symbolic, as it positions the marketing campaign in the second generation of interactive online service. This will make the Convention Bureau’s website more user friendly and upgrade it with new content. Videocast will enable periodic publication of articles and greater interactivity of the website. With the development of online video services (YouTube, Metacafe, WEB TV), online video marketing has become one of the strongest tools for the promotion and greater exposure of the offer. Video presentations enable a quality and comprehensive presentation, thus increasing the recognition of a company’s/destination’s offer. All activities that are part of the tender for the additional promotion of Slovenia will have concluded by October 15th.

SLOVENIA MEETINGS

The Slovenian Convention Bureau is one of the twenty-five recipients of grants from the Invitation to Tender for Obtaining Grants from the European Regional Development Fund – ERDF for the Additional Promotion of Slovenia’s Tourist Offer in 2009. Partners cooperating within the Push up Slovenia project that was outlined in the tender were: Monsadria d.o.o. (Hotel Mons), Hotel Management d.o.o. (Austria Trend Hotel Ljubljana), Grand hotel Union d.d., Krajc hoteli d.o.o. (City hotel Ljubljana), Hotel Lev d.d., Hotel Slon d.d., Tabor Ljubljana d.d. (Hotel Park) and the Ljubljana Tourist Board. The project also included other members of the Slovenian Convention Bureau. The entire value of the project is estimated at 172,000 euros, while the Slovenian Convention Bureau will have the opportunity to obtain grants in the amount of 100,000 euros from the ERDF tender. As part of the Push up Slovenia campaign, the Slovenian Convention Bureau implemented the Push up 1.0 project, which included the largest promotion of Slovenia’s meetings and incentive offer on key international markets: Great Britain, Germany, Italy, Serbia and Belgium.

Feel the people. Taste fresh ideas.

www.slovenia.info

www.slovenia-convention.com

k.turizem_oglas 210x297.indd 2

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24.4.2009 17:00:49


Workshop in Belgrade, EIAT 2009, Belgrade, 25 September 2009 26 - 27 September 2009 H aving obtained a grant within the framework of the “Invitation to tender for obtaining funds from the European Regional Development Fund – ERDF, The 2 EIAT (Education and Industry Advancing for the additional promotion of Slovenia’s tourist Together) International Conference took place in nd

offering in 2009”, the Slovenian Convention Bureau carried out a workshop for Serbian event organisers in Belgrade. With regard to the congress product, the Serbian market is very important for Slovenia, but it is not utilised adequately. The increased availability of entry visas will make the Slovenian market much more interesting for Serbian guests. Nine Slovenian companies who see the Serbian market as a potential new market attended the workshop that took place in Belgrade’s modern IN Hotel. After the workshop, the participants were invited to attend the opening ceremony of the 2nd EIAT International Conference. At this conference, the congress offering of Slovenia was presented at the “Congress Slovenia” exhibition stand. The participants could also enter a prize draw competition. The prize was provided by Kempinski Palace Portorož and Lifeclass Hotels & Spa.

the M Best Western Hotel in Belgrade. In their presentation entitled “Public Private Partnership: The Way We Set an Example; Case Study: Conventa – Challenge of Success” the Director of the Slovenian Convention Bureau, Mr Miha Kovačič, and the Director of Gormice, Mr Gorazd Čad, presented Conventa, the Business Exchange of SE Europe, as an example of good practice in public private partnerships. Find out more at www.eiat-conference.org.

25


Novice iz JV Evrope

Črna gora gostiteljica svetovnega prvenstva v padalstvu Črna gora se je januarja v Västeråsu na 60. zasedanju mednarodne letalske zveze FAI (Federation Aeronautique Internationale) in mednarodne padalske komisije IPC (FAI International Parachuting Commission) uspešno predstavila kot kandidatka za gostiteljico 31. svetovnega prvenstva v padalstvu in 5. mladinskega svetovnega prvenstva v klasičnih disciplinah, ki bo potekalo od 28. avgusta do 4. septembra 2010.

Po besedah delegatov iz 35 držav so bili glavni razlogi za zmago Črne gore njihova strokovna predstavitev, dobro razmerje med ceno in kakovostjo ter izjemna podpora projektu tako na državni kot na občinski ravni. Ta dogodek bo v Črno goro privabil približno sto delegatov iz več kot 30 držav, ki bodo sodelovali na enotedenskem kongresu. Črna gora je prav tako zlahka dosegljiva, z majhnimi razdaljami, za vstop v državo niso potrebne vize, na letališčih pa ni posebnih omejitev, ki bi vplivale na tekmovanje. Med drugim je bil cilj pokazati, da lahko Črna gora kot nova, privlačna in razvita turistična destinacija gosti ne samo mednarodne dogodke in njihov spremljajoči turistični program, temveč tudi srečanja in kongrese s privlačnimi spremljevalnimi programi pred dogodkom in po njem.

bogato turistično ponudbo otoka Sv. Andrija. Z izgradnjo prvega hotela all-suite na Hrvaškem Maistra nadaljuje svoj obsežni investicijski program, s katerim uspešno razvija in nadgrajuje svojo turistično ponudbo s storitvami najvišje kakovosti. V novem hotelu je 34 prostornih in sodobno zasnovanih apartmajev z vrhunsko opremo, v izgradnjo te luksuzne stavbe pa je bilo vloženih pet milijonov evrov. Hotel all-suite se nahaja na najvišjem delu otoka Sv. Andrija in tako bodo imeli vsi apartmaji neverjeten pogled na morje in na čudovit rovinjski arhipelag. Gostom bo na razpolago celotna ponudba hotela Istra – vrhunske restavracije, bogata športna ponudba, luksuzni wellness center Otok, kongresne dvorane ipd. Z otvoritvijo hotela Istra v letu 2006 je otok Sv. Andrija postal prestižno turistično središče, novi hotel all-suite pa dodaja še dodaten razpon kakovosti. www.maistra.com/Accommodation/Hotels/Istra

Skupščina organizacije ETC v Črni gori Črna gora bo od 13. do 15. oktobra v Budvi gostila 77. skupščino in 53. srečanje upravnega odbora organizacije ETC (European Travel Commission). Glavna naloga organizacije ETC je promocija Evrope kot turistične destinacije. Organizacija ETC deluje že več kot 60 let in vključuje devetintrideset držav, med njimi tudi Črno goro.

Srečanje bo potekalo v hotelu Splendid Conference & Spa Resort (http://www.montenegrostars.com), ki se nahaja na čudoviti plaži Bečići v Budvi.

Prvi hotel all-suite na Hrvaškem Letos je Maistra v sklopu hotela Istra odprla hotel all-suite, prvi tovrstni turistični objekt na Hrvaškem, ki bo konceptualno dopolnil

26

Usposabljanje DMAI v Beogradu B

eograd in Srbija sta od 21. do 25. septembra gostila letošnje usposabljanje v organizaciji združenja DMAI, DMAI Destination Sales Training I in II. Usposabljanje Destination Sales Training je aktivno usposabljanje s poudarkom na prodaji, ki je namenjeno strokovnjakom iz organizacij za trženje destinacij (DMO). Spopada se z vprašanji in postopki dela, povezanimi z vsemi področji prodaje destinacij, kot tudi s spretnostmi prodaje in pogajanj. Usposabljanje organizira združenje DMAI (Destination Marketing Association International). Usposabljanji Destination Sales Training z interaktivnimi delavnicami, ki se osredotočajo na tehnike prodaje ter na razvoj spretnosti prodaje in pogajanj, zagotavljata osnovne spretnosti, ki so potrebne za boljšo podkovanost v kongresni industriji.


Novice iz JV Evrope

Odlični kongresni pogoji in nastanitvene možnosti v novem hotelu za delegate združenja DMAI ter vroče življenje Beograda zagotavljajo odličen dogodek. www.destinationmarketing.org.

Destination Pro se pričenja v Srbiji »D

estination Pro« je skupni projekt združenja DMAI (Destination Marketing Association International) in ECM (European Cities Marketing). Ta program strokovnega razvoja je namenjen višjim strokovnjakom s področja prodaje in trženja destinacij. Za pridobitev diplome Destination Pro mora biti posameznik zaposlen v organizaciji za trženje destinacij (kongresnem uradu ali turistični organizaciji) ter uspešno zaključiti poletno šolo ECM in usposabljanji DMAI Destination Sales Training I in II. Diplomo Destination Pro je mogoče pridobiti samo, če izobraževanje zaključite v dveh letih.

Srbija bo navduševala v septembru in oktobru 2009 Po julijski poletni univerzijadi bo Srbija v naslednjih mesecih gostila še več mednarodnih srečanj. Zaznamovali jih bodo številni strateško pomembni dogodki: • • • • • •

Mednarodno srečanje predstavnikov Evropskega združenja organizacij mišično obolelih (EAMDA), DMAI Destination Sales Training I in II, Konferenca EIAT, Svetovna konferenca o prekopih (World Canals Conference – WCC), Srečanje Evropskega združenja za strabizem (European Strabismological Association – ESA), Mednarodno srečanje evropskega združenja za ginekološko onkologijo (European Society of Gynaecological Oncology – ESGO), Podiplomsko izpopolnjevanje Evropske zveze za gastroenterologijo in endoskopijo (European Association for Gastroenterology and Endoscopy – EAGE).

www.scb.travel.

ESGO 2009, Beograd, Srbija 16.mednarodno srečanje Evropskega združenja za ginekološko

onkologijo ESGO bo potekalo od 11. do 14. oktobra v glavnem mestu Srbije, Beogradu. Gostitelji pričakujejo več kot 1.700 udeležencev z vsega sveta. Beograd bo kot središče znanosti in gospodarstva v regiji gostil redno dvoletno srečanje združenja ESGO za strokovnjake z nenehno spreminjajočega se področja ginekološke onkologije, ki se bodo pogovarjali in izmenjavali znanja o novih zdravstvenih in znanstvenih dognanjih za zdravljenje in nego ginekoloških vrst raka.

EIAT 2009 – vznemirljiv izziv K

ratica EIAT (Education and Industry Advancing Together) pomeni izobraževanje in industrijo, ki napredujeta skupaj in na enem mestu. Kot edini svoje vrste na Balkanu ta dogodek združuje profesorje, najboljše študente in interesne skupine. Glavni cilj dogodka EIAT je izobraziti najboljše mlade voditelje, ki bodo kos najzahtevnejšim izzivom glede razvoja produkta destinacij in turizma. EIAT 2009 bo v sodelovanju s poslovno borzo IMEX in združenjem MPI organiziran kot spremljevalni dogodek Foruma prihodnjih voditeljev v Beogradu, Srbija. Govorniki, kot so prof. Rob Davidson, prof. Jafar Jafari, Ray Bloom in Rick Taylor, bodo posredovali svoje izkušnje s področja turizma, hotelirstva in vodenja ter pomagali naslednjo generacijo mladih strokovnjakov pripraviti na njihov uspešen začetek v industriji srečanj. www.eiat-conference.org.

Svetovna konferenca o prekopih 2009 – srečala se bosta vzhod in zahod S

vetovna konferenca o prekopih 2009 bo potekala v novem kongresnem centru Master v Novem Sadu. Srečanje bo predstavljalo neprecenljivo izmenjavo mnenj za več kot 200 upravljavcev vodnih poti, uporabnikov in navdušencev, ki jih zanimajo prekopi, plovne reke in celinske vodne poti regije ob srednjem toku Donave. Glavna tema konference bo okrepitev zavedanja o prekopih in izboljšanje gospodarskega učinka vodnih poti, še posebej v vzhodni Evropi in Aziji. Srečala se bosta vzhod in zahod. www.wcc2009serbia.org.

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Novice iz JV Evrope

Kempinski Hotel Adriatic je odprl svoja vrata 1. avgusta 2009 K

empinski Hotel Adriatic Istria je prvo luksuzno hrvaško letovišče s petimi zvezdicami. Nahaja se na severozahodnem delu Istre, samo pet ur vožnje od Milana, Münchna in Dunaja. Letovišče, obdano z bogatim zelenjem, se nahaja tik ob morju in ponuja čudovit pogled na Slovenijo, Italijo in avstrijski del Alp. Ta aktivni sodobni hotel svojim gostom ponuja 186 luksuznih sob in apartmajev, 3.000 kvadratnih metrov površin, Carolea SPA, en notranji in dva zunanja ogrevana bazena. Tukaj se nahaja tudi ločen in samostojen kongresni center tik ob morju, ki lahko sprejme do 250 gostov. Kongresni center ponuja čudovit pogled na Jadransko morje in najsodobnejšo tehnološko opremo. www.kempinski-adriatic.com

Novost v ponudbi hotela Sunčani Hvar – zakup hotela Adriana V zadnjem času Hvar postaja vse priljubljenejša destinacija

kongresnega turizma pri organizaciji različnih dogodkov na najvišji ravni. V odgovor na zahteve trga in naraščajoč trend organizacije manjših in ekskluzivnih dogodkov, kot so poroke, rojstni dnevi, obletnice in podobno, je Sunčani Hvar v svojo ponudbo uvrstil tudi možnost zakupa hotela Adriana, enega od treh luksuznih hotelov

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družbe, ki je obenem tudi dobitnik številnih mednarodnih priznanj. Na ta način se lahko dogodki v sodobnem butičnem hotelu, ki s svojimi vsebinami in storitvami izpolnjuje najvišje standarde udobnosti in prvovrstne postrežbe, organizirajo izključno glede na želje in potrebe strank. Zakup hotela gostom zagotavlja posebej zanje prirejeno ponudbo in izjemno priložnost uživati v vseh vsebinah in prostorih hotela. Vse to je seveda možno v sodelovanju s skupino strokovnjakov, ki so gostom ves čas na voljo. Hotel Adriana se nahaja v samem središču mesta in svojim gostom ponuja 50 sodobno opremljenih sob in apartmajev. Na vrhu hotela se nahaja Top Bar, s katerega se odpira pogled na staro mestno jedro, samo steklena stena pa ga loči od pokritega bazena z ogrevano morsko vodo, ki gostom omogoča kopanje v vseh letnih časih. Center dobrega počutja Sensori Spa se razteza na 1.400 kvadratnih metrih in ponuja vrsto možnosti za poživitev in sproščanje. V centru uporabljajo samo naravne izdelke. Restavracija Val Marina s svojo napredno mediteransko kuhinjo zadovolji še tako zahtevnega gosta. http://www.suncanihvar.com/adriana

Premiki Kongresni urad Srbije se je preselil.

Novi prostori so na: Čika Ljubina 8, 11000 Beograd, Srbija. Tel.: +381 (11) 6557 101 Faks: +381 (11) 262 67 67 Elektronska pošta: scb@serbia.travel Spletna stran: www.scb.travel


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News from South-Eastern Europe

Montenegro selected to host World Championships in Parachuting

The first all-suite hotel in Croatia

Montenegro

hotel, the first tourist facility of this type in Croatia, which will conceptually supplement the rich tourist attractions of the Island of St. Andrija.

was succesfully presented in the 60th FAI (Federation Aeronautique Internationale) and IPC (the FAI International Parachuting Commission) meeting in Västerås in January, as an official candidate to host the 31st World Parachuting Championships and 5th Junior World Parachuting Championships in Freefall Style and Accuracy Landing, between August 28th and September 4th, 2010.

According to the delegates from 35 countries, the main reasons for the win were the professional presentation, the good price/quality ratio offered and the wide support from the national and municipality levels. This event is expected to bring to Montenegro about 100 delegates from over 30 countries, for a week´s congress. Montenegro is also easy to reach, has short distances, can be entered visa-free, and has no restrictions at the airport for the competition. The goal was also to present Montenegro as a new, attractive and developed tourism destination able to host not only international events and their touristic programs but also meetings and congresses, with attractive pre- and post event packages.

ETC General Meeting in Montenegro The 77 General Meeting and 53

Board of Directors Meeting of the European Travel Comission (ETC) will be held in Budva, Montenegro from October 13th to 15th. The European Travel Commission (ETC) is the organisation responsible for the promotion of Europe as a tourist destination. ETC has been operating for more than 60 years. Thirty-nine countries are involved in this organisation and Montenegro is one of them. th

rd

The meeting will be held at the Splendid Conference & Spa Resort (http://www.montenegrostars.com) on the beautiful Becica beach in Budva.

This year, as part of Hotel Istra, Maistra has opened an all-suite With the construction of the first all-suite hotel in Croatia, Maistra continues its comprehensive investment cycle with which it has successfully been developing its tourism portfolio with the highest quality of amenities and services. The new hotel has 34 spacious, contemporarily designed and excellently equipped suites, while 5 million Euros have been invested in the construction of this luxurious facility. The all-suite hotel is located on the highest part of the Island of St. Andrija and because of this, each suite has a spectacular view of the sea and of the beautiful Rovinj archipelago. All amenities at hotel Istra are at the guests' disposal - top restaurants, rich sports attractions, the luxurious Otok wellness centre and congress halls, etc. After the opening of hotel Istra back in 2006, the island of St. Andrija has become a prestigious tourist resort, while the new allsuite hotel gives it a completely new quality. www.maistra.com/Accommodation/Hotels/Istra

DMAI course in Belgrade From September 21

to 25th, Belgrade and Serbia was hosting this year Europe’s DMAI Destination Sales Training I & II. st

Destination Sales Training is a hands-on and destination sales focused training designed for DMO professionals, addressing issues and techniques in every area of destination sales as well as sales & negotiation skills, organised by Destination Marketing Association International (DMAI). With interactive workshops focused on sales practices and developing of sales and negotiation skills, the Destination Sales Training will provide the essential skills necessary for increasing the individuals' levels of meeting proficiency. Great meeting and accommodation conditions in a brand new hotel for DMAI delegates in combination with the Belgrade “hot” lifestyle, promise a great event. More info at www.destinationmarketing.org

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News from South-Eastern Europe

“Destination Pro” starts in Serbia A

joint initiative between DMAI and European Cities Marketing (ECM) have resulted in the launch of “Destination Pro”, a professional development programme for entry into senior level destination sales and marketing professional positions. To receive the Destination Pro Diploma, an individual must be employed by an official DMO (CVB or Tourist Board) and successfully complete the ECM Summer School and DMAI Destination Sales Training I & II. A Destination Pro certificate will be awarded only if the education is completed within a two-year time frame. More info at www.destinationmarketing.org

Serbia to “WOW” September and October 2009 H

igh on the hills of staging the Summer University Olympic Games in July, the upcoming months promise more meetings business for Serbia. The forthcoming period will be emphasised by numerous strategically important events: The European Alliance of Neuromuscular Disorder Association Annual Meeting - EAMDA DMAI Destination Sales Training I & II EIAT Conference World Canals Conference - WCC The European Strabismological Association Annual Meeting – ESA The European Society of Gyneacological Oncology International Meeting – ESGO The European Association for Gastroenterology and Endoscopy Postgraduate Course – EAGE More info at www.scb.travel

ESGO 2009 Belgrade, Serbia The 16th International Meeting of the European Society of

Belgrade, as the central hub of economy and science in the region, will provide the biennial ESGO meeting with excellent settings for professionals in the rapidly changing field of gynaecological oncology, to discuss, debate, and disseminate new medical and scientific information for gynaecological cancer treatment and care.

EIAT 2009 – The Thrill of Challenge EIAT - Education and Industry Advancing Together - is an event

that gathers top students and industry stakeholders in one place, and is the only of this type in the Balkan region. The main objective of EIAT is to create a platform of the best young leaders in the industry that will be educated to give answers on the most demanding challenges regarding destination and tourism product development. EIAT 2009 will be staged in Belgrade, Serbia, with the Future Leaders Forum, as a side event, organised in partnership with IMEX and MPI. Keynote speakers such as Prof. Rob Davidson, Prof. Jafar Jafari, Ray Bloom and Rick Taylor will share their experiences about tourism, hospitality and management and will help prepare the next generation of young professionals for their successful launch into the industry. More info at www.eiat-conference.org

World Canals Conference 2009 – East and West will meet The 2009 World Canals Conference will take place in the city of

Novi Sad, at its brand-new Master Congress Centre. It will be an invaluable forum for more than 200 waterway managers, users and enthusiasts with an interest in the canals, navigable rivers and inland waterway heritage of the Middle Danube Region. The general theme of the Conference will be raising awareness and improving the economic performance of waterways, especially in Eastern Europe and Asia, two world regions that have not previously been covered by an annual event. East and West will meet. More info at www.wcc2009serbia.org

Gynaecological Oncology, ESGO, is taking place from October 11th to 14th in the Serbian capital of Belgrade and is expected to attract over 1,700 international attendees.

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News from South-Eastern Europe

Kempinski Hotel Adriatic Opened August 1st, 2009 Kempinski Hotel Adriatic Istria Croatia, the first 5 star luxury

seaside resort in Croatia is located on the northwestern coast of Istria just 5 hours driving time from Milan, Munich and Vienna. The property is situated right on the sea, surrounded by lush green surroundings and stunning views of Slovenia, Italy and the Austrian Alps. This active contemporary hotel offers 186 luxurious Rooms & Suites, a 3000 square metre Carolea SPA, 1 indoor and 2 heated outdoor pools. In addition, a separate Conference Centre right on the Seaside offers Meeting and Banqueting facilities with a capacity of up to 250 guests, all fine-tuned with the latest high-tech equipment and offering an extraordinary view of the Adriatic sea. www.kempinski-adriatic.com

New in the Offer of Sunčani Hvar – Lease of the Adriana Hotel

numerous prestigious international awards. This provides clients with the opportunity to organise an event exclusively according to their wishes and requirements, all in the pleasant atmosphere of this modern boutique hotel, whose content and service meet the highest standards of comfort and first-rate service. By leasing the hotel, guests receive a fully personalised offer and the unique opportunity to enjoy all the content and facilities the hotel has to offer; and all this in cooperation with a team of experts that is available 24/7. The Adriana hotel is located right in the city centre, offering its guests 50 modern rooms and 9 suites. On top of the hotel is the spectacular Top Bar, offering a view of the old city centre. Only a glass wall separates the bar from the indoor pool with heated seawater, enabling guests to go for a swim throughout the year. Adriana's unique Sensori Spa stretches over 1,400 square metres offering its guests a number of possibilities to revitalise and relax their senses using exclusively natural products. The Val Marina restaurant offers progressive Mediterranean cuisine, pleasing even the most demanding palates.

On the Move The Serbia Convention Bureau has relocated to the following address:

Novi prostori so na:

In recent years, Hvar has become an increasingly popular MICE

destination for organising various events at the highest level. As a reaction to market requirements and the growing trend of organising smaller and more exclusive events, such as weddings, birthdays, anniversaries and similar, Sunčani Hvar has included a novelty in its offer – the possibility to lease the Adriana hotel, which is one of the company's three luxury hotels and winner of

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Čika Ljubina 8, 11000 Belgrade, Serbia. Phone: +381 (11) 6557 101 Fax: +381 (11) 262 67 67 Email: scb@serbia.travel Website: www.scb.travel


Tudi v času krize je podjetje lahko dober zaposlovalec. idrijska čipka, izdelana v Čipkarski šoli Idrija

Sodelujte v nacionalnem izboru Zlata nit 2009! Zlata nit je medijsko-raziskovalni projekt časopisne družbe Dnevnik, katerega cilj je s promocijo podjetniške inovativnosti, kakovosti delovnih mest in primerov dobrih praks na področju zaposlovanja njihove nosilce uveljaviti kot zgled in navdih v slovenskem poslovnem okolju. V dveh letih nam je zaupalo več kot dvesto podjetij.

Prijavite se do konca novembra, na www.zlatanit.com.

p ar t ne r j i


Izzivalno / Tempting

Jih že imate? / Have You Already Got One? Naravni naboj energije Prvinski okus gvarane, vitamini acerole in okus aronije so združeni v novem naravnem naboju energije iz Medexa. Che Guarana v primerjavi z drugimi energijskimi pijačami vsebuje popolnoma naravne sestavine. Sadeži gvarane vsebujejo dvakrat več kofeina od kavnih zrn, v primerjavi s kofeinom iz kave pa prehaja iz prebavil v krvni obtok počasneje in dlje časa, zato stimulativni učinki trajajo tudi do šest ur. cheguarana.com

A Natural Energy Boost Medex’s new natural energy boost is a blend of the genuine taste of guarana and aronia and the vitamins of azerole. Compared to other energy drinks, Che Guarana contains completely natural ingredients. Containing twice the caffeine found in coffee beans, caffeine from the guarana fruit takes longer to digest and enter the blood stream, which means that its stimulating effects last for up to six hours. cheguarana.com

HTC Magic with GoogleTM

HTC Magic with GoogleTM

The new multifunctional and stylish HTC Magic with GoogleTM, in black, featuring the Android operating system, provides rapid Internet access and an extremely user-friendly way to use Google services, i.e. by simply creating shortcuts on the large touchscreen. The cell phone offers numerous possibilities for use, fun and uninterrupted communication. Available only at Si.mobil. www.simobil.si

Novi multifunkcionalen in oblikovno dovršen HTC Magic with GoogleTM v črni barvi, z operacijskim sistemom Android, omogoča bliskovit dostop do interneta, do skrajnosti poenostavljeno uporabo Googlovih storitev, za katere ustvarimo enostavne bližnjice na velikem zaslonu, občutljivem na dotik. Mobilnik nudi številne možnosti uporabe, zabave in neprekinjene komunikacije. Na voljo le pri Si.mobilu. www.simobil.si

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Canonov ultimativni kompaktnež – PowerShot G11

Canon PowerShot G11 – The Ultimate Compact Camera

Canon je predstavil digitalni kompaktni fotoaparat PowerShot G11, naslednika večkrat nagrajenega PowerShot G10, z množico novih lastnosti. Ključne inovacije G11 so premični zaslon LCD visoke ločljivosti in izboljšano zmanjševanje šumov. Canonov novi sistem Dual Anti-Noise združuje občutljivo tipalo ločljivosti 10 milijonov točk in Canonov procesor Digic 4, ki zagotavljata zmanjšano količino šuma in povečano kakovost slik pri dve stopnji nižji nastavitvi osvetlitve. Sistem Dual Anti-Noise fotografom omogoča zajem slik v polni ločljivosti z uporabo občutljivosti ISO 3200. To poenostavlja portretiranje pri šibki svetlobi ali nočnem krajinskem fotografiranju. Tudi zamegljenost zaradi tresljajev je mogoče s tem občutno zmanjšati. www.canon.si

Canon revealed the successor to the award-winning PowerShot G10 – the PowerShot G11 digital compact camera, which sports a plethora of new features. These new main features include its variangle high-resolution LCD screen and improved noise reduction technology. With its 10 megapixel sensor and Canon’s DIGIC 4 processor, Canon’s new Dual Anti-Noise System ensures better noise reduction and thus better image quality at two levels lower ISO settings. With the Dual Anti-Noise System, photographers will be able to capture full-resolution images at ISO 3200, which simplifies taking portraits in low light and landscape photographs at night. It also significantly reduces the risk of blurred photographs due to shaking. www.canon.si

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Kolumna: Rok V. Klančnik

Izganjanje hudiča

sektor. Kot neka »črna ptica zloslutnica« je poletela nad svet in zdaj menda njena senca že počasi bledi, najprej seveda nad ZDA, bojda pa tudi že v Franciji in Nemčiji, torej bo morebiti kmalu zbledela tudi nad južnimi Alpami. Na tisoče ekonomistov se bojuje proti tej senci, na tisoče turističnih znalcev nas želi izgnati tega hudiča iz tisočerih destinacij ... A ne gre. Vsaj ne tako zlahka. Tudi pri nas smo – čeprav nič krivi in nič dolžni – prebrali, da ima beseda »kriza« v mandarinščini dvojni pomen, in sicer »nevarnost« in »priložnost«, a besedna zveza »remedial management« (uh, upam da sem prvi, ki jo je zapisal v slovenskih medijih ...) je pri nas žal še vedno neznanka. Hudiča izganjamo kot nekakšen novodobni sveti Frančišek Asiški, pridni kot mravlje in hkrati v predani molitvi zgolj čakajoč na odrešitev. Tako krize ne bomo premagali. Delamo nič manj, pa naši partnerji tudi ne, samo živciramo se mnogo bolj kot sicer. Še malce se posujmo s pepelom. Tako ponudniki kot destinacijski menedžerji (vključno s Slovensko turistično organizacijo in Zavodom Kongresni urad, ki oba dobro delata, kar je res, je res) in naposled novinarji, bi morali spoznati, da so nižje statistike mednarodnih turističnih prihodov, prenočitev in kongresov ter nižji prihodki, če hočete, kriza – neka vrsta investicije. Kot vsaka investicija tudi ta ne bo že čez noč prinesla koristi, a zagotovo jih bo – odvisno od naše ustvarjalnosti – čez leto ali dve. V tem času, ko lahko malce zadihamo od nekaj let »debelih krav« in gneče v naših krajih, pa bi morali dodobra razčleniti aktualne razmere, določiti notranje in zunanje odzive na krizo in urediti poslovne procese (torej – morali bi počistiti po hiši). To je vedno koristno. Žal slovenski turizem ni izkoristil aktualnih mednarodnih gospodarskih razmer in jih obrnil v svojo korist. Namesto da smo rekli bobu bob in pokazali na očitno prenatrpanost naših turističnih krajev v poletnih mesecih (temu se učeno reče »saturacija destinacije«) ter divjanje gradbenih lobijev, smo si dovolili zmanjšati sredstva za bolj agresiven nastop na trgih.

Destinacijski menedžerji zdaj približno eno leto v glavi obračamo mednarodno gospodarsko krizo kot v rokah nekakšno Rubikovo kocko. Še bolje: kot pečen kostanj. Že oktobra lani smo si bili enotni, da vsaka kriza lahko pomeni tudi priložnost, vendar pravih odgovorov, na kakšen način bi jo udejanjili, nismo podali. Leto po začetku te krize, ki je kajpak udarila tudi po slovenskem (poslovnem in počitniškem) turizmu, pa mi vse bolj in bolj na misel prihaja stara Konfucijeva modrost: »Če je posilstvo neizbežno, lezi mirno in uživaj.« Prevedimo to v sodobno slovenščino. Gospodarska kriza se je pričela pred dvema letoma v ameriškem nepremičninskem sektorju. Potem so se njene metastaze razširile najprej v ameriški finančni, nato mednarodni finančni in naposled še v globalni realni

36

»Remedial management« oziroma učinkovito premoščanje krizne situacije bi moralo biti najprej veselje nad tem, da imamo manj gneče in da lahko lažje dvignemo kakovost ponudbe ter hkrati revidiramo trženje Slovenije kot destinacije. To med drugim pomeni mnogo večji poudarek na pomladne in jesenske mesece, pa tudi aktivnejšo promocijo vzhodnega dela Slovenije, saj se v krajih od Rateč preko Posočja (sploh pa na Triglavu in drugih priljubljenih gorah) dol do Dragonje že kaže, da nam bo sčasoma še bolj trda predla, če se ne bomo resno zamislili nad uvedbo mnogo strožjih meril trajnostnega razvoja turizma. Po drugi strani pa se lahko vsi turistični kraji v zahodni, turistično mnogo bolj razviti polovici Slovenije (o ja! Sploh v moji Kranjski Gori in na Bledu), učijo od Ptuja, Podčetrtka in drugih veselih in učinkovitih štajerskih turističnih minidestinacij, kjer ni fovšije, izključevanja in metanja polen pod noge, ampak prijazno sodelovanje v prid vseh deležnikov v turizmu. Če me, dragi bralec(-ka), ne razumeš, bom pa povedal po domače: zajemimo sapo, previharimo tole nevihto, prihodnje leto pa bodo statistike čudovite in spet bomo zabeležili rast. Saj slabše kot letos pač ne more biti, zato se po cigansko veselimo, kajti po dežju posije sonce.


Column: Rok V. Klančnik

Exorcism

It has been about a year now since destination managers have been turning the global economic crisis in our hands like a Rubik's Cube. Even better: like hot chestnuts. Last October, we all agreed that every crisis can also be an opportunity, but we had no real answers on how to materialise those opportunities. A year after the crisis set in, of course eventually attacking Slovenian (business and holiday) tourism, I am increasingly reminded of an old saying of Confucius: “If rape is inevitable – relax and enjoy it.” Let us translate this into modern-day English. The economic crisis began two years ago in the American real estate sector. It metastasised first into the American and then also into the international financial sector and finally into the global sector. It flew across the world as an ominous black bird and now its shadow is supposedly slowly fading. First, of course, from over the United States, but reportedly also France and Germany. Perhaps it will soon fade from over the Southern Alps. Thousands of economists are fighting this shadow and thousands of tourism connoisseurs wish to exorcise this devil from thousands of destinations. But it is not working; at least not without some struggles. Neither guilty nor liable, we read that in Mandarin, the word crisis has a double meaning – danger and opportunity. In Slovenia however, remedial management is unfortunately still an unknown term (I sure hope that I am the first to use it in the Slovenian media). We exorcise the devil like a modern Francis of Assisi, diligent as ants but still in devout prayer, waiting for absolution. This is no way to overcome the crisis. We work no less, nor do our partners. We are just more nervous than we were before.

that more emphasis should be placed on the spring and autumn months and on a more active promotion of our country's eastern part, as towns from Rateče through Posočje (and especially Triglav and other popular mountains) all down to Dragonja are already indicating that we are going to be in a tight corner unless we implement much stricter measures of sustainable development of tourism. On the other hand, all tourist destinations in western, and with regard to tourism, the much more developed half of Slovenia (oh, yes! Especially my Kranjska Gora and Bled) can learn from Ptuj, Podčetrtek and other merry and efficient mini tourist destinations in the Štajerska region, where there is no envy or exclusions and where there are no spokes being put in someone’s wheel, but only friendly cooperation to the benefit of all stakeholders in tourism. If you don't understand me dear reader, let me put this in ordinary terms: let us take a deep breath, weather this storm, and next year, the numbers will again be great and we will again record growth. It can’t get much worse that it was this year, so let out the gypsy in you and look forward to the sunshine after rain. Rok V. Klančnik Slovenski turistični urad Benelux Slovenian Tourist office in Brussels rok.klancnik@slovenia.info

Let us wear sackcloth and ashes some more: both providers and destination managers (including the Slovenian Tourist Board and the Slovenian Convention Bureau, who both do a very good job - to give merit where merit is due) as well as journalists should realise that lower numbers of international tourist arrivals, overnight stays and conventions, and lower revenues may be a crisis or a sort of investment. As any other investment, no return will happen over night, but it will happen in a year or two depending on our creativity. During this time, while we take a break from the very busy but successful years and the crowds visiting our country, we should analyse the current situation, determine internal and external responses to the crisis and manage business processes (basically, clean house). That’s always useful. Unfortunately, Slovenian tourism did not take advantage of the international economic situation, turning it in its favour. Instead of calling a spade a spade and showing obviously overcrowded tourist destinations during the summer (what you expertly call destination saturation) and the rampage of construction lobbies, we allowed ourselves to be reduced for the means of a more aggressive market presence.

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In the first place, remedial management or effective remedial measures adopted to overcome the crisis should be made up of the thrill of having fewer crowds and being able to increase the quality of our offer, while at the same time reviewing the marketing of Slovenia as a destination. This means, among other things,

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Kolumna: Paul Kennedy

Kaj sledi pri trženju destinacij? pomen, saj kongresna industrija v ekonomskem pogledu skrbi za številna lokalna ali regionalna gospodarstva in tako postaja vse pomembnejša. Medtem ko politično in trgovsko priznavanje gospodarskega učinka kongresne industrije (od štiri- do desetkrat večjega od počitniškega turizma) pridobiva razvojni zagon, bi morale turistične organizacije in kongresni uradi lobirati in zahtevati dodatna sredstva – v nekaterih primerih vrnitev sredstev, ki so bila predhodno zmanjšana (takšna zmanjšanja sredstev so neverjetno kratkoročna). Ta sredstva so izjemnega pomena, da bi destinacije izkoristile razmah gospodarstva, za katerega nam zgodovina govori, da je neizbežen. Ne glede na to, ali zagotovijo sredstva in ali je teh sredstev dovolj, pa je najpomembnejša jasna strategija ali načrt trženja – kot tržniki pogosto rečejo: »Ribari tam, kjer so ribe«. Številne tržne raziskave so pokazale, da sta pri trženju najučinkovitejši dejavnosti, ki zagotavljata tudi največjo donosnost, dogodki v živo in neposredna pošta, ki pa sta obe odvisni od oblikovanja učinkovitih podatkovnih baz o kupcih in njihovega uspešnega upravljanja. Dogodke v živo, kot so promocijske prireditve (roadshowi), sejmi in predstavitve, je treba pozorno izbrati. Če izhajamo iz predpostavke, da tudi najboljše politike financiranja ne bodo zagotovile vseh potrebnih ali želenih sredstev, je izbor dogodkov, ki se jih bomo udeležili, bistvenega pomena. Zveni preprosto, vendar trenutno pomanjkanje zastavljenih ciljev pogosto vodi v neučinkovito sodelovanje na dogodkih. Pogosto se zdi, da je glavni cilj lovljenje čim večjega števila vizitk in ne oblikovanje in razvijanje poslovnih odnosov z morebitnimi – in upajmo – tudi vračajočimi se kupci. Veliko sredstev je zapravljenih za igralce in pevce, ki nastopajo na sejmih – načrtovalci srečanj tega ne kupujejo! Videl sem veliko sredstev, ki so jih destinacije zapravile, ko so poskušale pritegniti posel z vseh destinacij, namesto da bi se osredotočile na destinacije, kjer se nahaja večina mednarodnih poslov. Uspeh na novih tržiščih je pomemben, vendar so v prvi vrsti potrebne raziskave in tukaj predstavitve pogosto najbolje obrodijo.

Ob prvih znakih okrevanja gospodarstev (v Združenih državah Amerike, Franciji in Nemčiji) poslovodje in njihovi sodelavci v prodaji in trženju že razmišljajo – če še ne, bi pa morali začeti – o tem, kako v trženje vnesti svež zagon. Zdi se mi očitno, da bi ti, za vsako podjetje ključni strokovnjaki, morali zahtevati nova sredstva in jasno navesti razloge zanje.

Naše tržišče se ukvarja s tem, kako zadovoljiti potrebe načrtovalcev srečanj. Dogodki v živo so priložnost za vzpostavljanje odnosov iz oči v oči – nič ni učinkovitejše od tega. Paul Kenedy, MBE Paul Kenedy Kennedy Consulting, Direktor paul.kennedy@kennedyconsult.co.uk �1�0�0 �9�5 �7�5

Bil sem že član številnih komisij, ki so odločale o trženjskih nagradah in vedno znova me je presenetila splošna nevednost, neupoštevanje natančno oblikovanih poslovnih ciljev in pomanjkanje smiselnih meritev donosnosti naložbe (ROI), ali pa učinkovitosti glede na cilje (ROO). Trženje je v bistvu končna analiza, kako zagotoviti uspeh neke organizacije, ali če zapišemo v ekonomskem jeziku, kako zagotoviti prihodke. Pri turističnih organizacijah in kongresnih uradih ima trženje globlji

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Column: Paul Kennedy

What next for destination marketing? Budget cutbacks and reduced meetings staffs, As the very early stages of the global economic recovery are appearing (well, in the USA, France and Germany), business managers and their sales and marketing colleagues are, or if not, should be, considering how marketing activities can be given fresh impetus. What seems clear to me is that these business critical meeting professionals should be demanding new resources and stating the case for them clearly. I have served as a judge on a number of marketing award schemes and what always amazes me is the widespread ignorance or omission of carefully crafted business objectives and the absence of meaningful measurement of the return on investment (ROI) or the return on objectives (ROO). Marketing is, in the final analysis, about securing the success of an organisation and, in commercial terms, generating revenue. In the case of tourism bodies and convention bureaux marketing, it has wider implications because the economic multiplier effect of generating meetings business is key to many local or regional economies and is becoming ever more important… As the political and commercial recognition of the economic impact (between four and ten times that of leisure tourism) of the business of meetings gathers momentum, bureaux and tourism bodies should be lobbying and indeed arguing for further funding – in some cases, for the return of funds previously cut (this type of cut is incredibly short sighted). This funding is incredibly important if destinations are to benefit from the economic upturn that history tells us in inevitable.

buyer database creation and management. Live events, including roadshows, exhibitions and representation, need to be carefully selected. Working on the assumption that not even the most enlightened of funding policies will give all the funds needed or desired, it is crucially important to choose which live events to undertake. It's simple really, but the current lack of objective setting often leads to ineffective participation in events. The focus often appears to be the pursuit of numbers of business cards as opposed to the creation and development of business relationships with prospective and hopefully repeat clients. Much resource is wasted employing and using actors and singers at an exhibition - this is not what meeting planners buy! I have seen huge resources wasted by destinations trying to generate business from all markets as opposed to focussing on those where the bulk of international business can be found. Prospecting in new markets is important, but research needs to be undertaken first and this is where representation often gives the best yield. Our market place is about meeting the needs of the meeting planner; live events provide the opportunity for creating relationships by face-to-face engagement - nothing works better. Paul Kenedy, MBE Kennedy Consulting, Director paul.kennedy@kennedyconsult.co.uk

Whether or not, or even if sufficient funding is secured, a clear marketing strategy or plan is of paramount importance - as the marketers often say, ‘fish where the fishes are’. There are numerous marketing studies that show that the two most effective types of marketing activity that generate the best return are live events and direct mail with both dependent upon effective

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Kolumna: Bob Gilbert

Ali lahko agencije za iskanje prizorišč res pomagajo? Ključna vloga ponudnika storitev je, da razume in se odzove na organizacijske in logistične potrebe naročnika, priporoča in pridobi ustrezne lokacije in deluje kot vezni člen med naročnikom in prizoriščem pri dogovarjanju glede najugodnejše cene, popustov ter pogodbenih določil in pogojev. Ne nazadnje mora naročniku zagotoviti najboljšo možno rešitev. Še ena od njegovih nalog je, da dodatno izboljša odnos med načrtovalcem dogodka in prizoriščem, ne pa da si ta odnos prilasti. Kot pri vsakem ponudniku storitev je tudi tukaj bistvenega pomena, da sodelujete s profesionalnim, uglednim in zanesljivim podjetjem. Prav tako podjetja, kot je moje (HelmsBriscoe), te storitve ponujajo brezplačno. Tukaj je krajši kontrolni seznam, ki vam je lahko v pomoč: kako dolgo že poslujejo, kako velika je njihova mreža, pri koliko srečanjih so lani posredovali, koliko nočitev in kakšne prihodke so beležili, koliko naročnikov imajo in ali imajo trdne odnose s hoteli in prizorišči? Odgovori na ta vprašanja vam lahko pomagajo zmanjšati tveganje in izbrati pravega ponudnika storitev. Glavne prednosti so:

Zaradi varčevalnih ukrepov in manjšega števila ljudi, ki se udeležujejo srečanj, želje po preglednejšem izboru srečanj, neurejenega določanja cen na tržišču in skrbi zaradi tega, kako ljudje ta srečanja dojemajo, organizacije pri iskanju prizorišč vse pogosteje razmišljajo o zunanjih izvajalcih. Zagotovo je prišel čas, ko je treba razmisliti o pomoči agencije za iskanje prizorišč. Katere so glavne prednosti, če se pri iskanju prizorišč odločimo za pomoč zunanjih izvajalcev?

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Naročnikom ali načrtovalcem dogodkov svoje storitve nudijo brezplačno. Načrtovalcem dogodkov prihranijo denar.

Načrtovalci dogodkov lahko izkoristijo kupno moč ponudnika storitev, kar vodi k manjšim stroškom srečanj.

Bistven prihranek v proračunu.

Hitra realizacija (do 48 ur) in tako več časa za načrtovanje dogodka ali srečanja.

Posebne in ekskluzivne ponudbe zaradi dobrih odnosov s hoteli.

Sistemi upravljanja srečanj, s katerimi upravljate srečanja in nadzorujete stroške, upravljanje srečanj na ravni podjetja.

Pregledno upravljanje srečanj – manjše tveganje.

Poznavalci lokalnega, regionalnega in globalnega tržišča. Zagotovite si boljše, natančnejše in ustrezne podatke.

Vse na enem mestu.

Strokovno znanje, ki vam je v pomoč pri pogajanju glede pogodbe. Zagotovite si najboljša možna pogodbena določila in pogoje.

Pozanimajte se, pogovorite se z ljudmi, ki jih spoznate na poslovnih borzah, za nasvet pa povprašajte tudi svoj kongresni urad. Če si zagotovite pomoč pri izbiri prizorišča, lahko prihranite veliko časa in denarja, ostane pa vam tudi več časa, da se osredotočite na sam dogodek.

Bob Gilbert HelmsBriscoe, podpredsednik bgilbert@helmsbriscoe.com


Column: Bob Gilbert

Can Site Selection Service Providers Really Make A Difference? Budget cutbacks and reduced meetings staffs, the desire to have more transparency in meetings procurement, the lack of pricing discipline in the marketplace and concerns over the perception of meetings are all driving organisations to think about outsourced site selection. If ever there was a time to consider using the services of a site selection company, it is now. What are the major benefits to outsourcing some (or all) of the site selection of process?

Ask around, interview people you meet at trade shows, ask your CVB for advice. You can save yourself a lot of time and money by getting assistance in the site selection process, leaving you time to focus on the event itself. Bob Gilbert HelmsBriscoe, Senior Vice President bgilbert@helmsbriscoe.com

,VMUVSOPLPOHSFTOJDFOUFS %PMFOKTLF5PQMJDF

The service provider’s key role is to understand the organisational and logistical needs of the client’s meeting needs, recommend and source appropriate locations, and serve as a liaison between the client and the venue to negotiate the most favourable rate, concessions, and contractual terms and conditions. Ultimately ensuring the client is receiving the best possible solution. Another function is to enhance the planners' relationship with the venue, not to hijack that relationship. Naturally, as with any service provider, it is critical to make sure that you are dealing with a professional, reputable and reliable company. In addition, companies like mine (HelmsBriscoe) provide these services at no cost. Here is a small checklist for you to consider: How long have they been in operation; what is the size of their network; how many meetings did they place last year; how many room nights and how much revenue was generated; how many clients do they have and do they have strong relationships with hotels and venues? The answer to the above questions will help you minimize your risk and help you choose the best service provider. The major benefits include: •

Services are provided at no cost to the client or planner. Saves planner money.

•

Planners can leverage the purchasing power of the service provider. Reduce meeting costs.

•

Significant savings to budgets.

•

Fast turn-around time (up to 48 hours). More time to plan the event or meeting.

•

Leverage relationships with hotels. Get special and exclusive offers.

•

Meeting Management systems to manage meetings and control costs. Manage meeting company-wide.

•

Transparency in meeting management. Reduces risk.

•

Knowledgeable in local, regional and global markets. Get better, more informed and relevant information.

•

One Stop Shopping.

•

Expertise in assisting with contract negotiations. Get best practices in contract terms and conditions.

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Kolumna: Marko Knez

Kako postati mojster?

Nekoč je vajenec, ki je želel postati mojster, pričel s spoznavanjem in pridobivanjem veščin z delom pri mojstru. Njegova želja in interes, da postane mojster, sta bila tako velika in iskrena, da je vajenec delal in se učil pri mojstru zgolj za hrano, spanje in predvsem z željo, da postane mojster. Vajenec se je tako učil veščin, znanja in pridobival občutek za opravljanje dela pod budnim mojstrovim mentorstvom več let, vse dokler mojster ni ocenil, da je vajenec sprejel dovolj, da mu ne more in da mu ni potrebno predati več. Potem je sledilo obdobje let, ko je vajenec zapustil mojstra. V teh letih ni smel opravljati dela, za katerega se je izučil pri mojstru, opravljal je razna druga dela. Po nekaj letih, ko je pozabil od mojstra naučene veščine in znanje, je lahko ponovno pričel opravljati dela, za katera se je pri mojstru učil – in šele takrat je imel res možnost, da postane mojster in ne le kopija svojega mojstra. Za prave mojstre torej nekoč ni bilo bistveno naučeno znanje in naučene veščine. Pravi mojster je moral biti povsem predan svojemu delu, slediti je moral realnosti in občutku iz odnosa do dela, ki ga je opravljal.

Kako lahko danes postanemo mojstri? Danes je protokol pridobivanja nazivov hitrejši. Živimo v času stalnih sprememb. Neprestano razvijamo nova orodja in nove pristope. Teorije se iz dneva v dan spreminjajo in »znanja« je na vsakem koraku dovolj, pogosto celo preveč. Predajajo pa nam ga tisti, ki so največkrat le kopije mojstrov, od katerih so znanje pridobili. Posledično je čas, da posameznik postane res mojster, bistveno daljši in realna možnost za to bistveno manjša.

Marko Knez je kemik, ki je v periodni sistem elementov postavil nov element, »dogodki«. Z organizacijo dogodkov se ukvarja že dve desetletji. Njegove izkušnje so izjemno bogate, zajemajo vse vrste dogodkov, od najzahtevnejših protokolarnih do preprostih sprejemov. Je ustanovitelj in direktor podjetja TNTevents d.o.o. in lastnik podjetja Cvetličarna d.o.o, multimedijski prostor.

Nekoč, pred mnogimi leti, se je zaupalo dela z določenega področja osebi, ki je bila iz te veščine prepoznana in od okolice priznana kot mojster. Proces pridobivanja tega statusa je bil nekaj posebnega. Danes mu ne dajemo več ustreznega pomena in prav zaradi tega zanemarjanja nimamo več pravih mojstrov, ali pa jih ne znamo prepoznati.

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Ob vsem novem pa je vedno nekaj pra, pra-starega, kar je stalnica in kar je vredno spoznati. Mojstrstva nam ne more podeliti ali podariti nihče! Zgolj naziv mojster nam sicer lahko podeli stroka, za kar jo je potrebno negovati, razvijati in strokovno analizirati. Naziv nam lahko prizna tudi socialno okolje. Toda med nazivom mojster in mojstrom je velika razlika. Kako lahko torej danes nekdo postane mojster? Bistveno je opazovati, spoznavati, doživljati, iskati sinergije, povezovati in delo opravljati s pristnim odnosom. Slediti (spoznati) je potrebno najbolj primarne občutke ali vsaj tisto, čemur danes z najboljšim približkom pravimo intuicija. Marko Knez TNTevents d.o.o., direktor marko@tntevents.net www.tntevents.net


Column: Marko Knez

How to become a Master?

In old times, an apprentice wishing to become a master began by learning and obtaining the needed skills while working for a master. His desire and interest to become a master were so intense and sincere that the apprentice worked and learned from the master only for food, a roof above his head and above all, with the desire to become a master. The apprentice learned the skills, received the knowledge and obtained a feel for the job under the watchful eye of the master for years before the master decided that the apprentice had received enough and that he could not and needed not give any more. Then there was a period of a few years after the apprentice left the master. During this time, he was not allowed to do the job that he had learned from the master, but only various other jobs. After a few years, when he forgot the skills and knowledge received from the master, he was allowed to again do the job he had learned. Only then did he have the true opportunity to become a master and not only a copy of his former master. For true masters, it was therefore not the knowledge and skills that they learned that mattered. A true master had to be dedicated to his work, he had to follow reality and his feelings arising from the attitude towards the work that he did.

How Can We Become Masters Today?

Marko Knez is a chemist who positioned a new element in the periodic table of elements: events. He has been involved in organising events for two decades. His extensive experiences include all types of events, from the most demanding protocol events to simple receptions. He is the founder and director of TNTevents d.o.o. and the owner of CvetliÄ?arna, multimedijski prostor d.o.o.

Once, a long, long time ago, the work from an individual field was entrusted into the hands of a person who was skilled in this line of work and who was recognised by his surroundings as a master. The process of obtaining this status was something special. Today, it no longer has the appropriate meaning and due to this neglect, we no longer have true masters, or we are unable to recognise them.

Today, the protocol of obtaining titles works much faster. We live in a time of constant change. We constantly develop new tools and new approaches. Theories change on a daily basis and there is enough "knowledge" anywhere you turn; perhaps even too much. Knowledge is passed on, however, by those who are, too often, copies of the masters from whom they obtained such knowledge. Consequently, the time needed for an individual to become a true master is substantially longer and the real possibility for this to happen, very small. With all the new, there is always something ancient that never changes, and that is worth learning. No one can give or award you mastery! The title of a master can be given by your field of activity, which needs to be nurtured, developed and professionally analysed; this title can also be awarded by the social environment. But there is a huge difference between the title of a master and a master. So, how can anyone become a master today? It is important to observe, perceive, experience, search for synergies, combine and do the job with a genuine approach. We need to follow (and get to know) our most primal feelings or at least that which is, today, simplistically called intuition.

Marko Knez TNTevents d.o.o., director marko@tntevents.net www.tntevents.net

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Intervju z Juretom Apihom, direktorjem festivala Zlati boben

Praporščaki v mirovanju

Jure Apih, rojen leta 1941, je prva priznanja dobil v zgodnjih sedemdesetih letih kot kreativni direktor prve prave oglaševalske agencije v nekdanji Jugoslaviji, Studia Marketing Delo. Kasneje je bil glavni urednik političnoinformativnega tednika Teleks. V zgodnjih osemdesetih letih so ga zaradi politične intervencije odstavili in svojo kariero je ponovno zgradil s prvo specializirano marketinško revijo v Jugoslaviji, Media Marketing, danes Marketing Magazin. Po uvedbi demokracije in osamosvojitvi Slovenije v zgodnjih devetdesetih je postal član uprave največje časopisne in založniške hiše v Sloveniji Delo, katere predsednik uprave je bil do leta 2004. Z oglaševalskimi organizacijami in organizacijami za trženje je povezan že od sedemdesetih let in leta 1993 je bil pobudnik festivala Zlati boben, oglaševalskega festivala Nove Evrope, katerega direktor je še danes.

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Kako se je razvila ideja Zlatega bobna in kako vam je uspelo festival uvrstiti med največje in najpomembnejše festivale na svetu? JURE APIH: Zlati Boben je nastal ob osamosvojitvi Slovenije, ko smo ugotovili, da je Slovenija premajhen prostor, da bi se v njem razvila zdrava tekmovalnost. Spoznali smo, da moramo funkcionirati v odprtem mednarodnem okolju, če želimo razvijati stroko. Malo pred tem je padel Berlinski zid in tako smo k sodelovanju povabili novo nastale države, kar smo poimenovali Nova Evropa. Stroka se je v teh državah komaj pojavljala. Pri nas je bila glede na zgodovino vendarle že dokaj razvita, imeli smo znanje in izkušnje, saj je bilo jugoslovansko gospodarstvo tudi tržno usmerjeno. Ob pravem trenutku smo imeli pravo idejo, ki smo jo s precejšnjo mero navdušenja pričeli razvijati. V prvih letih je bila ideja tako nova, da smo imeli še relativno dovolj podpore in pomoči. To je bil čas nekega splošnega navdušenja v državi. Imeli smo dober profil, dobro vsebino, od začetka smo razumeli, da je socialna komponenta izjemno pomembna. Tako nam je v nekaj letih preko Zlatega bobna uspelo integrirati oglaševalsko stroko Nove Evrope, ki je bila pred tem razdrobljena, neidentificirana, brez lastne forme, brez lastnega zavedanja. Z Zlatim bobnom je dobila svojo samozavest, svojo izrazno obliko.


Kateri faktorji so vplivali prepoznavnosti Zlatega bobna?

na

povečanje

JURE APIH: V tistem času se je z razvojem stroke objektivno kazala potreba po takšnem festivalu. V prvih letih je bila stroka precej nebogljena. Močan vpliv so imeli zahodni partnerji, oglaševalske mreže, ki so pričakovale servis za globalne akcije, niso pa imele interesa ne vedenja, da bi razvijale lokalno kreativnost. Sicer so dvigovale nivo profesionalnosti na ravni izvedbe, na ravni kreative pa ne. Zlati boben oziroma njegova priznanja so tako predstavljala močno spodbudo za tiste, ki so v svojem prostoru želeli storiti kaj več.

pričakovanja? Čeprav je seveda oglaševanje nenazadnje vedno orodje v rokah nekoga, samo po sebi ne obstaja. Oglaševanje bo takšno, kakršnega bodo njegovi naročniki hoteli imeti. In enako velja za marketing. Sedaj se odpirajo proste kapacitete, povpraševanje pada, tovarne stojijo, to ni idealen čas za investicije. Gospodarski tokovi se premikajo počasneje in znotraj tega so potrebni večji, racionalnejši premisleki. V večji meri bo treba igrati na racio kot pa na emocijo. A to so ugibanja. Na Zlatem bobnu bi želeli dobiti poročilo s prve bojne črte, da bi nam tisti, ki danes uspešno oglašujejo, povedali, kako jim je to uspelo.

Kakšne so novosti letošnjega festivala?

Kakšni trendi so se izoblikovali v marketingu v tem prelomnem obdobju?

JURE APIH: Letos želimo le preživeti. To je naš najmočnejši motiv. Kriza "hara" povsod okoli, tudi v tej stroki, ki je v vseh krizah najbolj prizadeta. Kajti prvi stroški, ki se režejo v podjetjih, so oglaševalski stroški. In ker globalne agencijske mreže črpajo sredstva iz vseh svojih podružnic v njihovi lasti. Tako so trenutno v boljšem položaju neodvisne agencije. Vse ostale so pod pritiskom zmanjševanja stroškov, tako da imamo zaradi tega težave.

JURE APIH: Vsekakor racionalizacija. Na drugi strani je prišlo znotraj stroke do integracije. Delitev dela znotraj marketinga je vedno manj rigorozna, išče se bolj univerzalne poglede in pristope. Seveda je opazen velik prehod na nove medije, interaktivnost, virtualni komunikacijski svet je vse bolj poln oglaševanja.

K sreči se tekmovalni del odvija po drugi logiki. Tu imamo bistveno manjši izpad, približno takšnega kot ga je imel Canski festival, tj. 20 odstotkov v denarnem smislu. V fizičnem smislu je izpad manjši od petih odstotkov, saj imamo izredno velik odziv na natečaj »Off Drum«, kjer je prijava brezplačna in se nanaša na rešitve na določeno temo. Tu imamo čez 620 odgovorov, kar pomeni, da je obseg relativno ugoden. Imamo pa velike strahove, kako se bo osebno to razvilo, glede na to, da so restrikcije povsod tako dramatične. O čem bomo torej govorili letos? Naša letošnja tema je viharjenje možganov. Nismo več v poziciji, da bi samo poslušali predavanja tistih, ki imajo bogate izkušnje. V tem trenutku izkušnje niso tako zelo pomembne. V tem trenutku so bistvene ideje, razumevanje in iskanje novih rešitev. Tako si z viharjenjem možganov prizadevamo, da bi te rešitve iskali skupaj.

Kriza postavlja pod vprašaj celoten razvoj gospodarstva. Kaj nam kriza razkrije o dosedanjem razvoju in prihodnosti marketinga? JURE APIH: Pred nekaj dnevi sem poslušal nobelovca, profesorja dr. Paula Krugmana, ki je povedal, da nihče ni znal napovedati krize. Napovedi in razlage so pravzaprav relativne. Samo s primerjavo s podobnimi krizami iz preteklosti se lahko napoveduje nadaljnji razvoj. Vzrok te krize so bili »bubbles«, napihnjeni baloni navideznega bogastva, ki ni imelo realne podlage. Težnja človeka po blaginji je to absolutno spodbujala in motivirala. Večina se jih strinja, da verjetno vsaj v našem življenju ne bo nikoli več tako, kot je bilo. Virtualne konjukture ne more več biti, ker je bila ta izkušnja prehuda. Zaradi tega bo znotraj marketinga potreben temeljit premislek. V zadnjih dneh Zlatega bobna bomo na Forumu razpravljali, kam naprej. Spraševali se bomo, ali je pretiran konzumerizem res pogoj, da se rodi takšna kriza? Ali je povpraševanje res sokrivo, da je ustvarjalo lažna in pretirana

Kakšni so po vašem mnenju učinki Zlatega bobna, na katera področja sežejo? JURE APIH: Prvi učinek je najbolj preprost, nanaša se na udeležence festivala. Če bi sešteli vse ljudi, ki smo jih pripeljali v Portorož, bi ugotovili, da smo tja zanesljivo pripeljali več kot 75.000 ljudi. Poleg tega je to dogodek, ki se ponavlja iz leta v leto in je zato zanesljiv. Ima velike stranske učinke, saj udeleženci radi trošijo, kar je v prid sekundarni turistični ponudbi. Drugi, pomembnejši učinek, je promocijski, saj Zlati boben v določeni skupini povečuje prepoznavnost destinacije. Tretji je, da se vsebina tega dogodka veže na prostor, v katerem je. Preprosto se iz Portoroža v ta del sveta distribuirajo kriteriji odličnosti, dela se selekcija zmagovalcev. To je visoka referenca za Portorož, Slovenijo. Zlati boben je ena od redkih znamk, ki ima slovenske korenine in se je uveljavila v svetu. Prav tako je sama stroka pri nas in drugod po svetu dobila dodaten poriv.

Pred kratkim ste predstavili knjigo ob 15. obletnici festivala Zlati boben. Kakšen je glavni namen knjige? JURE APIH: Eden velikih problemov kreativnih poklicev, ki delajo v medijih, je, da njihove stvaritve izginejo v eter. Ljudje iščejo rešitve, sanjajo o njih, jih uspejo realizirati, imajo vpliv na ljudi, obnašanje, dobijo celo nagrade. Ampak potem izginejo. Knjiga je, nasprotno, dokument in spomenik. Teh 508 strani oziroma 2,5 kg dokumentira kreativni vrelec festivala in opredeli njegovo identiteto. To je drugačna knjiga, kot bi jo delali Skandinavci, Brazilci ali Američani. Za nas je zelo pomembna opredelitev "genius loci" ("spirit of place"). Radi bi namreč potrdili ustvarjanje v svojem prostoru, ne univerzalno, ne globalno, temveč v kulturi svojega prostora. Zlati boben je tako festival lokalne kreativnosti v spopadu z globalnim.

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Kako ocenjujete kreativnost v slovenskem okolju? JURE APIH: Stroka ima trenutno hude težave. Oglaševanje si predstavljam kot praporščake, ki jih rabiš za osvajanje novih trgov, za povečanje tržnega deleža ali za preboj v nove segmente. Če tega ni, potem ni veliko vetra, ki bi ga oglaševanje zajelo v svoja kreativna jadra. Tega je bilo veliko v bivši državi in ob navdušenju prvih let nove države, sedaj pa močni težijo k monopolizaciji in slovenski trg obvladuje vedno manjše število večinoma tujih monopolov. Premalo je torej gospodarskega vzgona, potrebe po podpori, zato se oglaševanje ukvarja z manj kot desetimi velikimi oglaševalci. Od teh velikih oglaševalcev je večina vodenih iz tujine, tistih nekaj domačih, ki puščajo manevarski in kreativni prostor, je zanemarljivo malo. To je ključni problem slovenske oglaševalske industrije, ki se mora umikati v manj kreativne, manj ambiciozne, manj navdušujoče prostore. Kriza je nato dodala še svoje. Te okoliščine bremenijo slovenske ustvarjalce, ki so že velikokrat dokazali, da znajo biti kreativni in dobri, ni pa obsega in kapacitete, ki bi jim omogočala, da se bolj izkažejo.

Katera oglasna kampanja s področja turizma je na vas v zadnjem času naredila največji vtis? JURE APIH: Ves svet je fascinirala avstralska akcija »Najboljši poklic na svetu«, ki je požela tudi večino nagrad.

Kaj pa v slovenskem prostoru? JURE APIH: Za Slovence so bili Hrvatje vedno dobra šola, ker so imeli vedno boljše oglaševanje, bili so bolj kreativni in prodorni. V Sloveniji smo z veliko mero skepticizma spremljali promocijsko akcijo »I Feel Slovenia«. Ko je naš krog kreativcev pred dvema letoma ponudil, da se na to temo naredijo plakati in izvede ocenjevanje, smo bili presenečeni, v kakšni meri je slogan pokazal svojo moč. Spet se je pokazalo, da oglaševanja v Sloveniji ne morejo delati domači kreativci, ker nimajo pravilne distance. Mi smo preveč navdušeni, preveč navezani, preveč prepričani. Tisti, ki nimajo tukaj korenin, nas vidijo drugače in ta pogled je pomemben. Mislim, da se ta akcija kar zanimivo razvija, bi se pa še bolj, če bi ji dali dovolj zamaha. Kadar ni dovolj vloženega v akcijo, tudi dobra ideja ni dovolj.

Katera so po vašem mnenju najbolj primerna marketinška orodja za povečanje prepoznavnosti kongresne ponudbe Slovenije? JURE APIH: Mislim, da sta pri kongresni ponudbi dva vidika. En vidik se nanaša na srečanja, ki iščejo vedno nove, atraktivne lokacije. V ponudbi za takšna srečanja je potrebno izpostaviti drugačnost in profesionalnost naše destinacije. Drugi vidik se nanaša na srečanja, ki iščejo domicilj. V tem primeru je glavna razločilna prednost Slovenije gostoljubnost, ki je v vedno bolj odtujenem svetu velika prednost. Seveda če dejansko smo zares gostoljubni.

Združenje MPI je na podlagi napadov na kongresno dejavnost razvilo kampanjo, da kongresna dejavnost ne predstavlja del problema, temveč rešitve. Se strinjate? JURE APIH: Absolutno se strinjam. Vendar pa kongresna dejavnost ni enovito področje. So strokovni dogodki, kjer se je informacijska funkcijska izživela in ni več tako zelo pomembna. Udeleženci ne hodijo več na dogodke, da bi slišali tisto, kar lahko preberejo na internetu. Bolj pomembni sta socialna in poslovna integracija. Motivacijski dogodki, ki so bili dolgo časa zelo pomembni, saj so kot motivacija zaposlenih funkcionirali skoraj bolje kot plače, danes izgubljajo na pomenu. Če so to dogodki, ki rešujejo neke probleme, ki omogočajo, da se zadeve premikajo hitreje, da je večje število ljudi bolj motiviranih, vpletenih, potem to deluje dobro ne glede na gospodarski vidik. Verjamem in upam, da se bo to ohranilo. Ker me je malo strah sveta, v katerem se ljudje ne bi več srečevali.

16TH ADVERTISING FESTIVAL AND MEDIA MEETING PORTOROŽ, 4 - 9 OCTOBER, 2009 WWW.GOLDENDRUM.COM Black clouds are gathering above advertising industry. Nobody knows what’s going to happen. So instead of old, untested and even dubious skills and recipes, instead of passive teaching by gurus who like everybody else have never experienced anything like what we are facing now – instead of pretending to know, we will offer an active brainstorming for all delegates. Come to Portorož, challenge your brain and mind your hairstyle. There’s going to be a storm!

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Interview with Jure Apih, President of the Golden Drum Festival

Flag-Bearers in Repose Which factors influenced the increase in the recognition of Golden Drum? Jure Apih, born in 1941, first gained recognition in the early 70's as creative director of Studio Marketing Delo, the first real ad agency in former Yugoslavia. Later he worked as editor in chief of Teleks, a progressive weekly news magazine. After political intervention, he was forced to resign, and in the early 80's, he rebuild his career with the very first specialist marketing magazine in Yugoslavia, Media Marketing (later renamed Marketing Magazine). After the introduction of democracy and the independence of Slovenia in the early 90's, he became a member of the board of the nation's largest Newspaper and Publishing House, Delo, and until 2004, he has been the Chairman of the Board. He has been involved in advertising and marketing trade-organizations since the 70's, and in 1993, he initiated the Golden Drum, the advertising festival of the New Europe, of which he is still the president.

How did the idea of Golden Drum develop and how did you manage to position the festival among the biggest and most important of its kind in the world? JURE APIH: The Golden Drum came to life upon Slovenia’s independence, when we realised that Slovenia is too small for healthy competition to evolve. We realised that we have to function in the open international arena if we wish for our industry to develop. The Berlin Wall fell and so we invited the newly formed countries, which we named the 'New Europe'. The advertising industry was barely alive in these countries. In light of our history, it was, however, rather developed in Slovenia. We had the knowledge and the experience, as the Yugoslav economy had been marketoriented. We had the right idea at the right time and we began developing it with a substantial amount of enthusiasm. In the first years, this idea was so new that we even had relatively sufficient support and help. This was the time of general enthusiasm in the country. We had a good profile, good content and, from the very beginning, we understood the extensive importance of the social component. In a few years, we were able to utilise the Golden Drum to integrate the advertising industry of the New Europe, which was fragmented, unidentified and without a unique form or awareness. The Golden Drum gave it its self-confidence and its own form of expression.

JURE APIH: As industry developed at that time, the need for such a festival became evident. In the first years, the industry was rather helpless. The western partners had a strong influence – advertising networks that expected a service for global campaigns but had neither the interest nor the knowledge to develop local creativity. They raised the professional level of implementation but not the creative one. The Golden Drum, or its awards, thus represented a strong impulse for all who wished to do something more in their arena.

What are the novelties of this year’s festival? JURE APIH: This year, we only wish to survive. This is our strongest motive. The crisis is taking its toll on our industry, which is always the one to be most affected in every crisis. The first costs to be cut in any company are advertising costs. Global agency networks also draw resources from all their subsidiaries. In this way, the independent agencies are currently better off. All others are under pressure to cut costs and we have some problems because of that. Fortunately, the competition part of the festival utilises a different logic. Here, the drop in entry figures is similar to that of the Cannes Festival, i.e. 20% financially. Physically, the number of entries has dropped by less than five percent, as the response to the Off Drum competition, where there is no entry fee and solutions relate to a specific subject, is extensive. Here we received more than 620 replies, which means that the extent is relatively favourable. However, we do have great fears about how this will evolve with the restrictions being so dramatic everywhere. So, what will our topic be this year? The theme of this year’s event will be brainstorming. We are no longer in a position to merely listen to lectures provided by people with extensive experience. Right now, experience is not that important. Right now, it is the ideas, understanding and searching for new solutions that carry the weight. This is why we are brainstorming to find these solutions together.

The crisis now calls the development of the entire economy into question. What does the crisis tell us about the current development and the future of marketing? JURE APIH: A few days ago, I listened to the Nobel Prize winner Prof. Dr. Paul Krugman, who said that no one was able to predict this crisis. Predictions and interpretations are actually relative. Further development can be predicted only by comparison with previous crises. The reason for this crisis was the overinflated bubble of fictive wealth that had no real basis. The human drive for prosperity absolutely encouraged and motivated this. The majority agree that it will probably never again be as it was - at least not in our lifetime. There can no longer be virtual economic growth, as this experience was too tough. This is why marketing needs some

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serious considerations. The final days of Golden Drum will be spent in discussions on how to move on. We will ask questions about whether excessive consumerism is really the condition for such a crisis to arise. Is demand really an accomplice in creating false and excessive expectations? Even though advertising is ultimately always someone’s tool, it does not exist in itself. Advertising will always be such as its clients want it to be. The same goes for marketing. Free capacities are opening up, demand is dropping, factories are at a standstill… This is not the ideal time for investments. Economic flows move slower, and larger and more rational reflections are necessary. The rational, and not the emotional, needs to be addressed. But these are all speculations. What we wish to get from Golden Drum is a report from the front line, i.e. for those who advertise successfully today to tell us how they do it.

What are the trends that have emerged during this turning point? JURE APIH: Definitely rationalisation. On the other hand, there was integration within the industry. Division of labour within marketing is less strict and there is a tendency to search for more universal positions and approaches. There is of course also the transition to new media and interactivity. The world of virtual communication is increasingly more packed with advertising.

What do you believe to be the effects of Golden Drum and how far do they reach? JURE APIH: The first effect is the simplest and it relates to festival participants. If we counted all the people who we brought to Portorož, the number would undoubtedly exceed 75,000. This is also a recurring annual event, which makes it reliable. It has extensive side effects, as its participants like to spend money, which works in favour of the secondary tourist offer. The second, and more important effect, is the promotional one, as the Golden Drum increases the destination’s recognition within an individual group. The third is that the contents of the event relate to the space in which it is organised. Criteria of

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excellence are distributed from Portorož to New Europe, and a selection of winners is made. This is a great reference for Portorož and Slovenia. The Golden Drum is one of the few brands with Slovenian roots that was able to assert itself in the world. What is more, it gave the industry, both in Slovenia and abroad, additional impulse.

You recently presented a book accompanying the festival’s 15th anniversary. What was its main purpose? JURE APIH: One of the major problems of creative jobs working in media is that their creations vanish into thin air. People search for solutions, they dream about and manage to realise them, influence people and their behaviour and are even awarded. But then they vanish. The book is just the opposite – a document and a monument. These 508 pages, or 2.5kg, document the festival’s creative well and define its identity. This is a different book than if it were made by the Scandinavians, the Brazilians or the Americans. For us, it is important to determine the genius loci or the spirit of place. We wish to affirm creation in one’s own place, not universally, not globally, but within the culture of your place. The Golden Drum is thus a festival of local creativity fighting the global.

How do you see creativity in Slovenian space? JURE APIH: The industry is currently facing tough times. I see advertising as flag bearing, which you need to do if you wish to conquer new markets, increase your market share or break through to new segments. If it is not there, there is not a lot of wind that advertising can catch in its creative sails. There was a lot of that in our former country and even during the first enthusiastic years of the new one, but now the big ones strive for monopolisation and the Slovenian market is being governed by an increasingly smaller number of predominantly foreign monopolies. There is a large need for support and not enough economic impetus, so advertising deals with less than ten large advertisers. From these large advertisers, the majority are led from abroad; there is a negligible number of the domestic ones leaving some room for manoeuvres and creativity. This is the key problem of the Slovenian advertising industry, which needs to


retreat to less creative, less ambitious and less inspiring space. All this was topped by the crisis. These circumstances are too much of a burden for Slovenian creative artists, who have often shown that they know how to be creative and good, but the extent and capacities that would enable them to prove themselves are just not there.

Which of the recent advertising campaigns from the field of tourism impressed you the most? JURE APIH: The entire world was fascinated by the Australian Best Job in the World campaign, which also won the majority of the awards.

What about Slovenia? JURE APIH: For the Slovenians, the Croats have always been a good school, as they have always had better advertising and been more creative and more pervasive. In Slovenia, we followed the I Feel Slovenia campaign with quite a lot of scepticism. When our creative circles offered to make posters and conduct an evaluation on this topic two years ago, we were surprised at just how powerful the slogan turned out to be. It has again become evident that advertising in Slovenia cannot be conducted by domestic creative artists, as they do not have the needed distance. We are too thrilled, too attached and too sure. Those who do not have their roots here see us differently and this perspective is important. I see this campaign developing in an interesting way, but it would do so even more if it were given enough momentum. When there is not enough invested in a campaign, even a good idea is not enough.

What do you see to be the most appropriate marketing tools for increasing Slovenia's recognition as a meetings destination? JURE APIH: I think that there are two aspects to the MICE offer. One relates to meetings that constantly search for new and attractive locations. The offer for such meetings needs to stress how different and professional our destination is. The second aspect relates to meetings searching for domicile. Here, the main distinctive advantage of Slovenia is its hospitality. In a world that is growing more and more apart, this is a great advantage. Of course, this is only provided that we really are hospitable.

In light of the attacks on the meetings industry, MPI began the campaign expressing that meetings are not the problem but part of the solution. Would you agree? JURE APIH: Absolutely! However, the meetings industry is not a unified field. There are professional events where the information function has worn itself out and is not that important anymore. Delegates no longer go to events to hear what they can read on the Internet. Social and business integration are more important. Incentives, which used to be very important, as they motivated the employees almost more than the pay packet, are losing importance. If these are events that are aimed at solving problems, enabling things to move faster and motivating and involving a larger number of people, than this works well regardless of the economic aspect. I believe and hope that this will survive, because I am slightly afraid of a world in which people would no longer meet.

16TH ADVERTISING FESTIVAL AND MEDIA MEETING PORTOROŽ, 4 - 9 OCTOBER, 2009 WWW.GOLDENDRUM.COM

49 COME TO PORTOROŽ, CHALLENGE YOUR BRAIN AND MIND YOUR HAIRSTYLE. THERE’S GOING TO BE A STORM!


Kongresno trženje in komunikacija

Kreativnost in nenehne spremembe vodijo k uspešni blagovni znamki

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s vetu velikih korporacij velja, da so blagovne znamke med najvrednejšimi sredstvi, kar jih ima podjetje. Kot veliko pomembnih stvari v življenju pa so tudi te neotipljive. Njihov pomen je v tem, kako jih potrošniki dojemamo, jih prepoznavamo in smo nenazadnje tudi čustveno navezani nanje. Finančni analitiki blagovnim znamkam s pomočjo kopice bolj ali manj zapletenih metod izračunavajo tudi njihovo denarno vrednost, saj se na ta način moč znamke kot gonilne sile poslovanja in orodja načrtovanja še poveča. Joanna Seddon, direktorica ameriškega podjetja Millward Brown Optimor, ki vsako leto pripravi pregled stotih najvrednejših svetovnih blagovnih znamk BrandZ, pravi, da poznavanje vrednosti znamke omogoča merjenje sprememb v vplivu znamke in primerjanje njene moči s konkurenčnimi. Po njenih besedah imajo močne znamke sposobnost, da ustvarjajo in ohranjajo konkurenčno prednost podjetja, ga zaščitijo pred tveganji in ga pozicionirajo za prihodnjo rast, poznavanje njihove vrednosti pa omogoča direktorjem, investitorjem in drugim deležnikom, da sprejemajo boljše odločitve.

Kakovost je še vedno na prvem mestu Še preden je svet zajela sedanja gospodarska kriza, so se pri potrošnikih začela kazati znamenja spremenjenega vedenja.

Mag. Simona Kruhar Z novinarskim delom – v gospodarski redakciji časopisne družbe Dnevnik – se je začela spoznavati med študijem na Ekonomski fakulteti. Po petih letih novinarstva je odšla na založbo Mladinska knjiga, kjer je delala na področju odnosov z javnostmi in tržnega komuniciranja. Pred slabim letom se je kot novinarka priključila ekipi revije Marketing magazin, z julijem pa je postala njena izvršna urednica.

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Pri svojih nakupnih odločitvah namreč postajajo bolj preudarni, premišljeni in varčni. Kljub temu pa, kot je pokazala letošnja raziskava BrandZ, so še vedno naklonjeni nakupovanju kakovostnih izdelkov, za katere so prepričani, da jim nudijo najboljšo vrednost za denar (»value for money«). Vrednost stotih najvrednejših znamk se je tudi zaradi tega dejstva letos povečala še za dva odstotka in je dosegla skoraj dva trilijona dolarjev. Prva blagovna znamka, ki ji je po vrednosti uspelo prebiti magično mejo stotih milijard dolarjev, je Google, znamka, ki je zanetila revolucijo spletnega iskanja in oglaševanja. S 76 milijardami dolarjev mu sledi še en tehnološki gigant, Microsoft, na tretjem mestu pa je Coca-Cola, katere znamka je ocenjena na 67 milijard dolarjev. Med deseterico najvrednejših znamk na svetu je sicer kar pet tehnoloških znamk, poleg že omenjenih dveh še IBM, Apple in China Mobile. Med evropskimi znamkami je s 35 milijardami dolarjev najvrednejša Nokia, ki v svetovnem merilu zaseda 13. mesto.

Znamke z energetskim nabojem Kaj imajo torej skupnega najmočnejše svetovne blagovne znamke? Kot sta ugotovila John Gerzema in Ed Lebar iz oglaševalske agencije Young & Rubicam, avtorja knjige Znamkovni mehurček (The Brand Bubble), imajo uspešne znamke, ki se jim potrošniki ne morejo upreti, nenasiten apetit po kreativnosti in nenehnih spremembah. Od drugih znamk jih loči veliko močnejša oblika diferenciacije, ki jo poimenujeta »energična diferenciacija«. Znamke z »energetskim« nabojem po njunih ugotovitvah dosegajo boljše finančne rezultate od tradicionalnih znamk. Zanimivo je, da se večina »energičnih« znamk nahaja tudi na seznamu najvrednejših, na primer Google, Microsoft, BlackBerry, LG, Amazon, Virgin, McDonald's in druge. In Slovenija? Po lanskih podatkih avstrijskega inštituta European Brand je najvrednejša slovenska blagovna znamka Gorenje, katere vrednost ocenjujejo na 445 milijonov evrov. Druge, ki so prepoznavne izven slovenskih meja, lahko preštejemo na prste ene roke. Je pa tudi res, da imamo Slovenci prepogosto mačehovski odnos do znamk, ki se porajajo v našem prostoru, kar velja tudi za področje kongresnega in festivalskega turizma. Dober primer je mednarodni oglaševalski festival Zlati boben, po zaslugi katerega Portorož vsako leto v oktobru še posebej zaživi. V petnajstih letih je prerasel v drugi največji oglaševalski festival v Evropi. Njegovo kakovost mu tuji obiskovalci priznavajo z vsakoletnim obiskom, medtem ko je slovenska udeležba vedno bolj skromna, kar pušča grenak priokus. Simona Kruhar MM Marketing magazine, izvršna urednica simona.kruhar@marketingmagazin.si

SINCE

1951

Kompas Corporate BUSINESS TRAVEL, CONGRESSES AND MEETINGS & INCENTIVES

PCO & DMC POSLOVNA POTOVANJA IN SRE^ANJA, KONGRESI IN MOTIVACIJSKI DOGODKI  +386 1 2006 400 congressesakompas.si www.kompas-online.net, www.kompas.si

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10.3.2008 11:18:29


Marketing and Communication in the Meetings Industry

Creativity and Constant Changes Lead to a Successful Brand

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n the corporation world, brands are the company's biggest asset. As a lot of important things in life, brands too are intangible. Their significance lies in how they are perceived by consumers, how they are recognised and the emotional bond consumers have with them. Financial analysts use a number of more or less complex methods to calculate a brand’s financial value, as this additionally enhances the brand's strength as the company's driving force and planning tool.

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Joanna Seddon, CEO of Millward Brown Optimor, preparing the annual BrandZ ranking of one hundred most valuable global brands, says that knowing the brand’s value enables the company to measure fluctuations in brand influence and to compare brand strength relative to the competition. Ms. Seddon says that strong brands have the power to create a real and sustainable competitive advantage, help protect the business from risk, and position it for future growth, while knowing the brand’s value helps directors, investors and other stakeholders to make better decisions.

Quality still Number One Even before the world was hit by the current economic crisis, consumers began showing signs of changes in behaviour. The purchase decisions are becoming more prudent, deliberate and economical. As this year’s BrandZ has shown, consumers are still


inclined towards buying high quality products for which they believe they are offered the best value for their money. The total value of the BrandZ Top 100 Most Valuable Global Brands has increased by 2 percent to just under 2 trillion dollars. The world’s first 100 billion dollar brand is Google, a brand that caused a revolution in web search and advertising. Google is followed by the technological giant Microsoft coming in second with 76 billion dollars and CocaCola taking third place with its brand being valued at 67 billion dollars. The top ten most valuable global brands include five technological brands – next to Google and Microsoft are also IBM, Apple and China Mobile. The top European brand by value is Nokia with 35 billion dollars, coming in 13th on the global scale.

life to Portorož each October. In its fifteen years of existence, the festival has grown into the second biggest advertising festival in Europe. Its quality is recognised by the growing number of foreign visitors each year, while Slovenian attendance numbers are constantly dropping, leaving a bitter aftertaste. Simona Kruhar MM Marketing Magazine, executive editor simona.kruhar@marketingmagazin.si

Energised Brands So what do the strongest brands have in common? According to John Gerzema and Ed Lebar from Young & Rubicam and authors of The Brand Bubble, successful brands that consumers cannot resist have an insatiable appetite for creativity and change. What makes them distinct from other brands is an even stronger form of differentiation that they call “energised differentiation”. Brands with energised differentiation achieve better financial performance than traditional brands. It is interesting to see the majority of these energised brands on the top most valuable list – Google, Microsoft, BlackBerry, LG, Amazon, Virgin, McDonald's and others. What about Slovenia? Last year, the Austrian eminent private European Brand Institute from Vienna exposed Gorenje as the most valuable Slovenian brand, valued at 445 million euros. Other brands that are recognised beyond our borders can be counted on the fingers of one hand. It is, however, true that Slovenians often treat local brands with disregard, which can also be said for the field of convention and festival tourism. A good example is the international Golden Drum advertising festival that brings special

Simona Kruhar, MSc. She began her work as a journalist in the business editorial department of the Dnevnik newspaper during her study at the Faculty of Economics. After five years of journalism, she moved on to the Mladinska knjiga publishing house, where she worked in public relations and marketing communications. Less than a year ago, she joined the team at Marketing Magazine as a journalist and, this July, was made the magazine's executive editor.

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Generacija Y

Kaj generacija Y pričakuje od kongresov?

V

sa podjetja morajo svoje izdelke in storitve prilagoditi spreminjajočim se zahtevam svojih strank in industrija srečanj ni nikakršna izjema. Če želi učinkovito izpolniti zahteve vsake nove generacije udeležencev, se mora nenehno razvijati. V tem članku si bomo natančneje ogledali lastnosti najnovejše skupine ljudi, ki je vstopila na svetovni trg delovne sile – generacije Y: ljudi, rojenih med letoma 1977 in 1995. Predstavili bomo načine, kako zasnovati srečanja tako, da bodo zanimiva tudi tej najmlajši in najhitreje rastoči skupini. Tehnologija Ta generacija v vseh vidikih načrtovanja kongresov pričakuje obsežnejšo in boljšo uporabo tehnologij. Pričakujejo, da bodo vsi podatki o dogodku dosegljivi na spletu, v privlačni in preprosti obliki. Niti malo niso navdušeni nad dolgočasnimi, zapletenimi ali slabo zasnovanimi spletnimi stranmi. Strokovnjakinja za generacijsko trženje Ann A. Fishman načrtovalcem srečanj svetuje, naj svoje spletne strani v analizo zaupajo svojim zaposlenim, ki pripadajo generaciji Y, in naj jih nato tudi prilagodijo tej starostni skupini. Ameriška publicista Ramsborg in Tinnish menita: »Pred srečanjem, med njim in po njem je treba izkoristiti vse tehnološke možnosti: bloge, mobilne telefone, YouTube, Facebook, MySpace, podcasting, virtualno okolje srečanj, RSS-vsebine, video, grafične gradnike (widget), prepletene storitve (mashup), wikije, bloge z mobilnim telefonom (moblog) in družabna omrežja. Novinci, ki te tehnologije uporabljajo vsak dan, pričakujejo, da bodo brezhibno prepletene z učnimi situacijami, torej s srečanji.« (1)

Rob Davidson je višji predavatelj poslovnega turizma in turizma na Univerzi Westminster v Londonu. Poglavitni področji, s katerima se ukvarja, sta konference in poslovna potovanja, o čemer je v zadnjih desetih letih tudi mnogo napisal. Njegovo zadnje delo z naslovom Marketinške destinacije in prostori za konference, konvencije in poslovne dogodke (Marketing Destinations and Venues for

Zasnova kongresa 1.

Večja vključenost na stopnji zasnove

Generacija Y je navajena, da se jih vpraša za povratne informacije glede skoraj vsake stvari, ki vpliva nanje – od zadovoljstva s posameznimi predmeti v času študija do izkušenj z izdelki, ki jih uporabljajo. Načrtovalci kongresov, ki ciljajo na to starostno skupino, morajo generacijo Y vključiti že na samem začetku priprave programa, izbire dejavnosti in celo izbire govornika, tako da imajo občutek »lastništva« nad temi dogodki. 2.

Posvetiti večjo pozornost družbeni odgovornosti gospodarskih družb

Generacija Y vidi družbeno odgovornost gospodarskih družb kot zelo pomemben dejavnik. Prav tako si želijo sodelovanja z lokalno skupnostjo v kraju, kjer bo dogodek potekal. Velik del gonilne sile v smeri okolju prijaznejših srečanj predstavlja prav ta najmlajša generacija udeležencev, ki so veliko manj strpni do odpadkov in negativnega učinka, ki ga imajo takšna srečanja na naravno

54

Conferences, Conventions and Business Events, soavtor Tony Rogers iz organizacije British Association of Conference Destinations) je bilo izdano leta 2006. Vodi tudi svojo posvetovalno dejavnost in je avtor raziskav za številne organizatorje konferenc v Veliki Britaniji in drugje po svetu.

okolje. Prav tako pomembno je zanje tudi človeško okolje; neprijetno jim je zaradi navideznega elitizma številnih poslovnih dogodkov, še posebej, kadar se takšni dogodki odvijajo na zapostavljenih destinacijah, ki se spopadajo z revščino. Napredni načrtovalci srečanj se lahko odzovejo na te zadržke tako, da svojim udeležencem omogočijo sodelovanje z lokalno skupnostjo v času trajanja dogodka in jim ponudijo priložnost, da tej lokalni skupnosti tudi »nekaj vrnejo« – na primer z dobrodelno akcijo.


3.

Učinkovitejša uporaba govornikov

Pogosto slišimo, da je generacija Y zaradi svoje kratkotrajne pozornosti naporno občinstvo na vsakem kongresu. Vendar vse psihološke raziskave kažejo, da delegatom vseh starosti pozornost drastično pade po prvih 20 minutah predstavitve. Težnja po krajših in bolj interaktivnih predstavitvah bo še naraščala, ko bodo delegati generacije Y predstavljali vedno večji delež udeležencev poslovnih srečanj. Udeleženci generacije Y pričakujejo interakcijo v realnem času, drug z drugim in z govorniki – na primer s pošiljanjem vprašanj v obliki besedilnih sporočil na glavni zaslon med samo konferenco.

Nadaljnji uspeh industrije srečanj je odvisen od našega jasnega razumevanja potreb generacije Y po srečanjih in od naše komunikacije z njimi pod njihovimi pogoji. Če se takšna srečanja ne bodo prilagodila in se odzvala na potrebe te generacije, se postopoma preprosto ne bodo več udeleževali kongresov, ki jih ne motivirajo. Rob Davidson Višji predavatelj poslovnega potovanja in turizma Univerza Westminster, London davidsr@westminster.ac.uk

Fishmanova meni, da želijo: •

bistvene informacije, ki jim lahko pomagajo napredovati na svojem delovnem mestu oziroma ki jim omogočijo, da so bolje pripravljeni, ko pride čas za nov izziv; čisti motivacijski govorci jih ne motivirajo;

podatke, ki jih ne morejo dobiti na spletu ali iz knjige; ne zapravljajo radi svojega časa;

poslušati govorce, ki zasedajo vodilne položaje; zanima jih, kako igra poteka;

da ljudje pravilno uporabljajo PowerPoint. (2)

Govorci morajo svojo predstavitev izpeljati predvsem tako, da združijo izobraževanje in podatke z zabavo – zabavno izobraževanje (edutainment) ter informacije in razvedrilo (infotainment).

VIRI: (1)Ramsborg G and Tinnish S, How Adults Learn, Part 2, iz revije Convene (PCMA), februar 2008. (2)Fishman A, Where generations meet: how to adapt your meetings to younger generations, dosegljivo na spletnem naslovu http://vnutravel.typepad.com/ migurus/ann_fishman.

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Generation Y

What does Generation Y want from Conferences?

A

ll businesses must adapt their products and services to meet the changing needs of their customers, and the conference travel industry is no exception. It must constantly evolve in order to ensure that it effectively meets the needs of each new generation of participants. This article examines the characteristics of the latest cohort to enter the global workforce Generation Y: people born between 1977 and 1995; and it investigates the ways in which conferences can be designed to appeal to this youngest, but fastest-growing demographic segment.

Technology This generation expects more – and better – use of technology in every aspect of conference planning. They expect all information about the event to be online – in an attractive, easy-to use format. They are highly unimpressed by dull, complex or poorly-designed websites. Generational marketing expert Ann A. Fishman advises meeting planners to get their own Generation Y employees to analyse their websites and adapt them to this age group According to US commentators Ramsborg and Tinnish: ‘The full capabilities of technology must be exploited before, during, and after a meeting. Blogs, mobile phones, YouTube, Facebook, MySpace, podcasts, virtual meeting environments, RSS feeds, videos, widgets, mashups, wikis, moblogs, and social networking sites, etc. Learners who use these technologies every day expect

56

technology to be seamlessly interwoven into learning situations, i.e., meetings’. (1)

Conference design 1. More involvement at the design stage. Generation Y is a generation that is used to being consulted for feedback on almost everything that affects them, from their level of satisfaction with their educational courses to their experiences of the products they use. Conference planners targeting this age group should involve them, from the earliest stage, in the design of the programme, the choice of activities, and even the selection of speakers, so that they feel a sense of ‘ownership’ of these events. 2. More attention given to Corporate Social Responsibility Generation Y demonstrates a great concern for CSR and the need to have some interaction with the local community at the conference destination. Much of the impetus towards ‘greener’ meetings is being driven by this youngest generation of participants, who are far less tolerant of waste and the negative impacts of such events on the natural environment. They also appear to care more about the human environment, and are uneasy about the apparent elitist aspect of many business events, particularly when these take place in destinations marked by poverty and disadvantage. Progressive conference planners can respond to these concerns by giving their participants opportunities to interact with the local community during the event and to ‘give something back’ – by, for example, raising funds for a local charity. 3. More effective use of speakers It is often said that Generation Y’s short attention spans make them a difficult audience, at any conference. But all of the psychological research indicates that for delegates of any age,


attention levels drop dramatically after the first 20 minutes of any presentation. The drive towards shorter, more interactive sessions will intensify as Generation Y delegates account for an increasingly large proportion of participants in business events. Generation Y participants expect interaction, in real time, with each other and with speakers, through having the opportunity, for example, to text-message their questions to a big screen during sessions.

edutainment and infotainment - the delivery of information in an entertaining format. The continuing success of the conference industry depends upon us achieving a clear understanding of Generation Y’s needs from meetings and making sure we communicate with them on their own terms. If such events do not adapt to meet the needs of this generation, they will increasingly stay away from conferences that do not motivate them.

Fishman believes that they want: • • • •

Substantive information that can help them advance in their current jobs or become better prepared when they move on. Purely motivational speakers don’t motivate them. Information they cannot get off the Internet or from a book. They don’t like to waste their time. To hear from speakers who are in a position of power. They want to know how the game is played. PowerPoint to be used correctly. (2)

Above all, speakers need to deliver their material in a way that combines education and information with entertainment –

Rob Davidson Senior Lecturer in Business Travel and Tourism the University of Westminster, London davidsr@westminster.ac.uk

Rob Davidson is a Senior Lecturer in Business Travel and Tourism at the University of Westminster in London. His main areas of expertise are conference and business travel, and over the last ten years he has written widely on these themes. His latest book

Sources

was published in 2006: Marketing Destinations and Venues for Conferences, Conventions and Business

(1) Ramsborg G and Tinnish S, How Adults Learn, Part

Events, co-written with Tony Rogers of the British

2, from Convene magazine (PCMA), February 2008.

Association of Conference Destinations. Rob also runs

(2) Fishman A, Where generations meet: how to adapt

his own consultancy business and has carried out

your meetings to younger generations, from http://

research for a number of conference organisations in

vnutravel.typepad.com/migurus/ann_fishman

the UK and overseas.

57


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Boasting a renovated conference and event hall, new Superior line rooms and a new a la carte restaurant (opening in October), Hotel Lev is becoming an important destination for business and conference guests. Guests staying in Superior rooms can choose the firmness of their mattress and pillow, enjoy views of the town or the park and attend to their work in comfortable working chairs and large desks featuring the latest in multimedia technology and wireless internet. Guests in Superior rooms are also in for VIP treatment, the deluxe breakfast in the new restaurant, free transfert around town and many other benefits... Keep an eye out for promotional packages on the hotel’s website.

Hotel Lev s prenovljeno veliko kongresno-prireditveno dvorano, novimi superior sobami in oktobra na novo odprto à la carte restavracijo postaja pomembno zbirališče poslovnih in kongresnih gostov. V superior sobah in apartmajih lahko izbirate med različnimi trdotami ležišča in vzglavnika, uživate v razgledih na mesto ali park, lažje opravljate poslovna opravila v udobnem naslanjaču in ob velikem delovnem pultu z najnaprednejšo multimedijsko opremo in brezžičnim internetom. Poleg tega boste v superior sobah deležni posebne VIPobravnave, nadstandardnega zajtrka v novi restavraciji, brezplačnih prevozov po mestu Ljubljana in še marsičesa … Spremljajte promocijske pakete na spletni strani hotela.

Vošnjakova ulica 1, SI - 1000 Ljubljana, Slovenija, T: +386 (0)1 433 21 55, E: info@hotel-lev.si, www.hotel-lev.si

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Mali hoteli

Kako učinkoviteje tržiti dogodke v malih hotelih?

A

li obstajajo gostje, ki iščejo male hotele1? Ali v slovenskem prostoru obstaja priložnost za trženje dogodkov2 v malih hotelih? Ali v Sloveniji obstajajo mali hoteli z infrastrukturo, primerno za trženje dogodkov? Ali v Sloveniji obstajajo mali hoteli, ki tržijo dogodke? Ali v času gospodarske recesije lažje tržimo dogodke v malih hotelih? Odgovor na vsa vprašanja je DA! Postavlja pa se novo vprašanje: kako učinkoviteje tržiti dogodke v malih hotelih?

V Sloveniji delujejo mali hoteli (Hotel Triglav Bled, Vila Bled, Dvorec Jeruzalem, Hotel Evropa, Hotel Marko, Grand hotel Ocean, Hotel Malograjski dvor, Kendov dvorec, Hotel Plesnik, Park hotel 3

60

Ptuj, Sofijin dvor), od katerih se jih je v zadnjih nekaj letih mnogo prenovilo ali na novo zgradilo. Poseben izziv za vse na novo odprte male hotele je umestitev na trgu. Glede na sezonska nihanja povpraševanja je nujno prilagajanje ponudbe in oblikovanje programov za različne ciljne skupine. Izven glavnih sezon so pomembna ciljna skupina gostje, ki prihajajo v destinacijo zaradi poslovnih srečanj, motivacijskih in nagradnih potovanj, porok, slavij ... V času svetovne recesije podjetja znižujejo sredstva za »masovna« usposabljanja zaposlenih, še vedno pa sredstva namenjajo za razvoj vodilnih timov, za katera so mali hoteli idealno prizorišče srečanj ali nagradnih potovanj. Večina malih hotelov razpolaga s skromnimi sredstvi za trženje, zato je njihova prepoznavnost na trgu odvisna od iznajdljivosti zaposlenih, ki oblikujejo posebne programe in iščejo brezplačne promocijske in prodajne poti.


Prednosti na trgu Lastnosti delovanja, ki bi jih mali hoteli lahko izpostavljali kot prednosti na trgu (seveda, ko to z načrtnim delom in usposabljanjem zaposlenih dosežejo), so lahko: • majhna, profesionalna, motivirana ekipa zaposlenih, • fleksibilnost, • diskretnost, • osebni pristop do gosta, • vse je možno (odgovor »ne« ne obstaja), • majhna, prijetna infrastruktura, • povezanost z destinacijo (zadovoljevanje vseh potreb gostov na enem mestu – razvejana partnerska mreža), • nenehen razvoj posebnih programov (kreiranje je hitrejše, ker je veriga odločanj krajša kot v večjih hotelih), ki vključujejo razlikovalne prednosti podjetja (razlikovalna prednost programa v enem od naštetih hotelov so kulinarične delavnice in teambuildingi, ki jih ponujajo poslovnim gostom kot nadgradnjo poslovnega srečanja, ponujajo tudi kulinarične delavnice za otroke, na katere vabijo svoje poslovne partnerje).

Kako predstaviti posebno ponudbo potencialnim strankam? • •

• • • • • • •

Če hotel oblikuje zanimive programe in razpošlje obvestila za javnost, obstaja možnost, da mediji objavijo novico brezplačno. Posebni programi največkrat vsebujejo storitve več partnerjev, ki program vzajemno tržijo (npr. poroka v stilu leta 1906 iz enega od naštetih hotelov je sestavljena iz storitev različnih partnerjev: gledališča, fotografa, stilista, vizažista, cvetličarja, Slovenskih železnic, poročne agencije …). Zanimive programe tržijo različni specializirani posredniki. Programe je možno brezplačno vpisati v različne spletne komunikacijske portale. Tržiti programe s poudarkom na odnosih – zgraditi vzajemne dolgoročne odnose s strankami in jih skupaj nadgrajevati. Kakovost storitve povzroči nadaljnje širjenje pozitivnega mnenja o storitvi in o podjetju, ki jo izvaja. Osebni pristop do potencialnih strank, povabila na testiranje storitev. Hišni promocijski dogodki. Skupna promocija podobnih hotelov (predhodni razvoj posebnih programov) – kreiranje skupne blagovne znamke, predajanje izkušenj zaposlenih, izmenjava zaposlenih s ciljem izobraževanja (na osnovi skupno opredeljenih standardov) – npr. Slovenia Boutique Hotels ...

Avtorica članka na področju turizma deluje šestnajst let. Znanja je pridobivala v različnih gostinsko-turističnih podjetjih (Casino Bled, Kompas hoteli d.d. – kasneje Hit Alpinea d.d., Hotel Astoria Bled, Hotel Triglav Bled), na različnih delovnih področij (crupier, vodenje rusko govorečih gostov, področna vodja prodaje, vodja službe za razvoj zaposlenih, vodja marketinga in prodaje, izvršna direktorica). Še vedno vodi ruske goste, poučuje ruski jezik in poglablja strokovno znanje na podiplomskem študiju turizma na Fakulteti za turistične študije. Nad fenomenom turizma je očarana zaradi

Odzivi strank po bivanju v malih hotelih so pozitivni, stranke se vračajo. Za učinkovitejše trženje programov bi se ti morali povezati in vzajemno tržiti. Mali, butični hoteli z zgodbo, vzajemno trženje, povezovanje z lokalnimi partnerji so tudi cilji Razvojnega načrta in usmeritev slovenskega turizma 2007-2011, za katera naj bi bila v letnih politikah namenjena znatna sredstva. Torej? Marcela Klofutar Izvršna direktorica Hotela Triglav Bled marcela@hoteltriglavbled.si

njegove kompleksnosti, nedorečenosti in neraziskanosti.

»Mali« hotel v članku pomeni hotel z najmanj štirimi zvezdicami v Sloveniji, z do petdesetimi sobami, z zgodbo ali tradicijo, z restavracijo, s prostori za sestanke, neodvisen, z individualnim pristopom do gosta; po pregledu ponudbe hotelov v Sloveniji omenjene kriterije izpolnjujejo našteti hoteli.

1

2 Dogodek lahko pomeni poslovno srečanje, motivacijsko, nagradno potovanje, poroko, slavje ... 3

Hotele smo izbrali s seznama nastanitev na spletni strani www.slovenia.info.

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Small Hotels

How Can we Market Events in Small Hotels more Effectively?

A

re there guests searching for small hotels1? Is there an opportunity in Slovenian space to market events2 in small hotels? Are there small hotels in Slovenia with an infrastructure that is appropriate for marketing events? Are there small hotels in Slovenia that market events? Does the recession make it easier to market events in small hotels? The answer to all these questions is YES! There is however another question: how can we market events in small hotels more effectively?

in demand according to the season of the year, they need to adapt their offer and design programmes for different target groups. In low season, an important target group are guests coming to a destination for business meetings, incentive trips, weddings and different celebrations. In times of recession, companies cut resources for the mass education of their workforce but continue to allocate resources for the development of executive teams for which small hotels are the ideal venue for events or incentive trips.

Slovenia does have small hotels3 (Hotel Triglav Bled, Vila Bled, Dvorec Jeruzalem, Hotel Evropa, Hotel Marko, Grand hotel Ocean, Hotel Malograjski dvor, Kendov dvorec, Hotel Plesnik, Park hotel Ptuj, Sofijin dvor) and many of them have been refurbished or rebuilt in the past few years. A special challenge for all newly opened small hotels is how to position themselves on the market. With changes

Market Advantages

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The majority of small hotels have a modest marketing budget and their market recognisability depends more or less on the resourcefulness of their employees, who design special programmes and search for free promotional and sales channels.

Characteristics that small hotels might expose as a market advantage (of course after they achieve this with systematic work and training of their employees) might be:


• • • • • • • •

a small, professional and motivated team of employees, flexibility, discretion, personal approach, everything is possible (the answer "no" does not exist), small and pleasant infrastructure, ties with the destination (meeting all the guests’ needs in one place – a developed partner network), constant development of special programmes (designing goes faster as the chain of command is shorter than in bigger hotels) that include the company’s distinctive advantages (the distinctive advantage of one of the programmes of the listed hotels are culinary workshops and teambuilding programmes offered to business guests who wish to upgrade their business meeting; they also offer culinary workshops for children, to which they invite their business partners).

How to Present this Special Offer to Potential Customers? • •

• • • • • • •

If a hotel prepares interesting programmes and sends out press releases, there is a chance that the media might publish such news free of charge. Special programmes usually include services provided by several partners marketing the programme together (e.g.: a wedding following the style of 1906 offered by one of the hotels is comprised of services provided by different partners: the theatre, a photographer, a stylist, a make-up artist, a florist, the Slovenian Railways, a wedding planner, etc.) Different specialised agents market interesting programmes. Programmes can be entered into different online communication portals for free. Marketing the programmes with a stress on relations – build long-term mutual relations with customers and upgrade them together. The quality of the service makes the positive opinion about the service and the company providing it circulate further. Personal approach to potential customers, invitations to try out their services. In-house promotional events. Joint promotion of similar hotels (previous development of special programmes) – creating a joint brand, knowhow transfer, exchange of employees with the final aim of education (on the basis of jointly defined standards) – e.g. Slovenian boutique hotels, etc.

Customer reviews after staying in small hotels are positive and customers keep coming back. For a more efficient marketing of programmes, these hotels should join strengths in marketing. The small boutique hotels with a story, mutual marketing, connections with local partners – all these are the goals of the Development Plan and Policies of Slovenian Tourism 2007 – 2011 to which annual policies are supposed to allocate substantial means. So? Marcela Klofutar Hotel Triglav Bled, Executive Director marcela@hoteltriglavbled.si

The author has been working in the tourism sector for 16 years. She has worked for various tourism and hospitality companies (Casino Bled, Kompas hoteli d.d. – later Hit Alpinea d.d., Hotel Astoria Bled, Hotel Triglav Bled) in different fields (croupier, guide for Russianspeaking guests, regional sales manager, head of the human resources development department, marketing and sales manager, executive director). She still works as a guide for Russian guests, teaches Russian and is upgrading her professional expertise with a postgraduate study at the Faculty of Tourism Studies. She is enraptured by the phenomenon of tourism due to its complexity, indetermination and its unexplored nature.

1 In this article, the term “small hotel” means an independent, at least four-star hotel in Slovenia with up to fifty rooms, with a unique story and tradition, a restaurant, meetings facility, with an individual approach towards each guest. After reviewing the hotel offer in Slovenia, the mentioned criteria were met by the listed hotels. 2 An event can be a business meeting, incentive trip, wedding, celebration, etc. 3 The hotels were chosen from the accommodation list at www.slovenia.info

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Kongresni center Estoril, Portugalska

Kako biti okolju prijazni?

K

ongresni center Estoril, ki se nahaja na obali istoimenskega kraja samo dvajset kilometrov od lizbonskega mednarodnega letališča na Portugalskem, se je leta 2008 zavezal viziji trajnostnega razvoja v vseh svojih postopkih in ob vseh poslovnih dogodkih, ki se odvijajo na tem prizorišču. Kongresni center Estoril se zaveda svoje pomembne vloge in tako sodeluje pri spodbujanju in vodenju prizorišč k strategiji trajnostnega razvoja v celotni regiji.

Kot odgovor tej zavezanosti družbe in trenutnim smernicam na tržišču je Kongresni center Estoril razvil novo poslovno strategijo, kako vsem vrstam dogodkov, ki se odvijajo pri njih, zagotoviti trajnostne izdelke in storitve. Svoj program so v overitev za kongrese in prizorišča prijavili tudi pri organizaciji Green Globe International.

Vodilno evropsko prizorišče z najboljšimi praksami

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Kongresni center Estoril želi tržišču poslati jasno sporočilo. Tako so oblikovali novo krovno blagovno znamko »B Green« in slogan »Edina možnost«, v okviru katerih bodo razvijali druge blagovne znamke, s katerimi bodo sporočali pet inovativnih storitev, namenjenih poslovnim dogodkom: programe družbene odgovornosti podjetij, programe wellness, varen dogodek, zelen dogodek in dogodek brez ogljičnega odtisa. V letu 2008 je Kongresni center Estoril pričel svojo trženjsko akcijo B Green in nudenje petih inovativnih storitev, podelili so svoj prvi certifikat okolju prijaznega dogodka naročniku Ecoprogresso, organizirali so prvi dogodek Green Festival v Evropi, prejeli bronasti znak Green Globe in tako postali vodilno evropsko prizorišče z najboljšimi praksami okolju prijaznega prizorišča glede ponovne uporabe vode, energije in odpadkov ter zavezanosti skupnosti. Prav tako so v času poslovne borze EIBTM pričeli mednarodno akcijo, ki poziva k bolj okoljsko ozaveščenim dogodkom s sloganom »Zmanjšajte svoj odtis in preživite«. Leta 2009 so industrija srečanj in združenja načrtovalcev srečanj Kongresni center Estoril nagradili za njihove inovativne storitve, trženjske strategije in mednarodno akcijo, ki poziva k bolj okoljsko ozaveščenim dogodkom s sloganom »Zmanjšajte svoj odtis in preživite«. To akcijo so zasnovali na enkratnem pristopu, ki je povezal naš vse večji ogljični odtis in možno izumrtje človeške vrste, če tega ogljičnega odtisa ne zmanjšamo, z izumrtjem dinozavrov in ogromnimi odtisi, ki so ostali za njimi. Čeprav izumrtje dinozavrov nikakor ni bilo povezano z izpusti ogljikovega dioksida,


10 preprostih nasvetov,

kako so lahko vaši dogodki okolju prijaznejši

1. Izberite potrjeno okolju prijazno prizorišče z okolju prijaznimi dobavitelji. Natančno ovrednotite destinacije in prizorišča, ki ponujajo okolju prijazne postopke, iniciative in dobavitelje Tako bo načrtovanje okolju prijaznega dogodka enostavnejše. pa predstavljajo dokaz, da vsaka vrsta lahko izumre.

Nagrada IMEX '09 Green Exhibitor Award Za poslovno borzo IMEX '09 je Kongresni center Estoril pripravil interaktivno trženjsko akcijo, s katero so nagovorili čustveno zavezanost obiskovalcev (tako posameznikov kot gospodarskih družb) k izjavi o okolju prijaznejši prihodnosti, ki si je tako priborila nagrado IMEX '09 Green Exhibitor Award za najbolj »zelenega« razstavljavca. Uporabili so okolju prijazne možnosti, ki jih je ponujala poslovna borza IMEX, pa tudi plošče iz plute (100 % naravne in biološko razgradljive) ter na svoji stojnici plošče in pohištvo iz kartona. Darila za podjetja so omejili na eno zgoščenko in darila za ponovno uporabo, narejena iz plute in 100-odstotno naravne bombažne torbe. Kar je najpomembnejše: ves material, ki je ostal, so vrnili v Estoril, plošče iz plute in kartonsko pohištvo pa so podarili lokalni šoli. Njihovo napredno programsko opremo SpectralBlue je razvila portugalska univerza in s to opremo so brošure poslali na mobilne telefone obiskovalcev ter tako pokazali, kako lahko sodobne tehnologije s pridom izkoriščamo za okolju prijaznejše poslovne borze. Ekipa Kongresnega centra Estoril je stanovala blizu sejemskega prostora ter je na poslovno borzo prihajala in odhajala peš. Poskrbeli so za ogljično izravnavo izpustov, ki so jih povzročili s potovanjem, hotelom in prevozom blaga. Z vsemi temi odločitvami glede zasnove razstavnega prostora in trženjske podpore so spoštovali trajnostne standarde, saj so se odločili, da bodo v najmanjši možni meri vplivali na okolje, ponovno uporabili ali vrnili ves material ter podprli lokalne ali državne projekte in izdelke. www.estorilcc.com

2. Zagotovite načrt poti za hojo do prizorišča. Spodbujajte uporabo skupnega prevoza, javnega prevoza, kolesarjenja ali zemljevidov za pešce. Svojim gostom zagotovite vse podatke o trajnostnem prevozu do letališča, prizorišča in turističnih znamenitosti.

3. V času bivanja prosite za program ponovne uporabe posteljnine in brisač. Izberite prenočišče bližje prizorišču in tako v največji meri zmanjšajte prevoz. Takšen hotel naj tudi zagotavlja postopke ponovne uporabe energije in vode, zmanjševanja količine odpadkov in spletne rezervacije.

4. Za kartice z imeni uporabite vizitke, ki jih preluknjate, ali pa pripravite držala za vizitke, ki jih lahko ponovno uporabite. S programi zmanjševanja in/ali ponovne uporabe lahko uspešno zmanjšamo količino odpadkov na konferencah in srečanjih, obenem pa takšni programi pomenijo inovativnost in ustvarjalnost.

5. Odrecite se letakom in zagotovite material v digitalni obliki. Prosite udeležence, naj se posebej vpišejo, če želijo prejeti letake, in nato te natisnite obojestransko na recikliranem papirju. Še bolje – dokumente naj si udeleženci snamejo s spleta, pošljite jim jih po elektronski pošti, posnemite na zgoščenko ali pa jim podelite pisala.

6. Prehranjujte se okolju prijazno ter ponudite lokalne in organsko pridelane jedi. Z izbiro lokalnih jedi z lokalnimi sestavinami bo ogljični izpust zaradi prevoza manjši, pomagali pa boste tudi lokalnemu gospodarstvu. Podjetje, ki skrbi za pogostitev, prosite, naj za vodo, kavo, čaj, mleko, sladkor in podobno uporablja velika pakiranja.

7. Ponudite užitna ali ponovno uporabna darila. Zmanjšajte količino odpadkov in spodbujajte ustvarjalnost v trženju in pakiranju ter izberite reciklirane materiale ali lokalne izdelke.

8. Zagotovite zaboje za material, ki ga boste vrnili, oziroma za izbrani material, ki ga boste uporabili ponovno oziroma reciklirali. Prosite organizatorja dogodka, da zagotovi zaboje in zbere konferenčni material za recikliranje. Prosite za poročilo o programu recikliranja.

9. V program konference vključite dejavnosti družbene odgovornosti gospodarskih družb. V konferenco vključite dejavnosti ali družbeni program, ki podpira lokalne okoljske akcije in socialne ustanove, na primer čiščenje obale ali prenovo otroškega igrišča.

10. Izmerite ogljični odtis in zagotovite program za ogljično izravnavo izpustov. Prosite dobavitelje, da v vsaki fazi priprave na dogodek merijo ogljični izpust in zagotovite programe za ogljično izravnavo izpustov za vsakega udeleženca posebej ali za celotno skupino udeležencev.

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Estoril Congress Centre, Portugal

How to B green

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n 2008, Estoril Congress Centre, located on the Estoril Coast, just 20km from Lisbon International Airport, in Portugal, committed to a vision of sustainability in inhouse procedures and all business events held in the venue. Understanding the important role it plays within the region, the ECC extended its commitment towards the region and has been participating in motivating and leading the destination towards a sustainable development strategy. In response to this corporate commitment and current market trends, ECC developed a new business strategy to provide sustainable products and services for all type of events held at ECC, and applied to the Green Globe International Certification Process for congresses and venues.

The leading European venue with the “best practices” in Green Venue procedures To communicate a clear message to the market, ECC created a new umbrella brand “B Green” and slogan “The only option” under which sub brands were developed to communicate 5 innovative services for business events: CSR programs, Wellness Programs, Safe Event, Green Event and Carbon Zero Event. During 2008, ECC launched its marketing campaign “B GREEN”

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and 5 innovative services; awarded its 1st Green Event Certificate to client Ecoprogresso; held the 1st edition of the Green Festival event in Europe; received the certified Green Globe Bronze Seal, becoming the leading European venue with the “best practices” in Green Venue procedures in water, energy, waste diversion and community commitment; and launched an international campaign for greener events under the slogan “Reduce your Footprint and Survive” during an EIBTM tradeshow. In 2009, ECC was recognised by the industry and meeting associations for its leadership in innovative services, marketing strategy and international campaign for greener events “Reduce your Footprint and Survive”. This campaign was created on a unique teaser, which associates our growing carbon footprint and the possible extinction of Man if our carbon footprint isn’t reduced…. with the extinction of the Dinosaurs and the enormous footprints they left behind. Even though the dinosaur extinction had nothing to do with carbon emissions, they’re an example that any species can become extinct.

The winner of IMEX’09 Green Exhibitor Award For IMEX’09, ECC developed an interactive marketing action, reaching out for an emotional commitment, personal or corporate, by visitors, to make a statement towards a greener future, and was chosen as the winner of IMEX’09 Green Exhibitor Award. In addition to selecting the green options that IMEX supplied, they chose to use cork (100% natural and biodegradable) and cardboard panels and stand furniture. Corporate giveaways were reduced to 1 CD, along with reusable giveaways made of cork and 100% natural cotton bags. Most important: all leftover material was returned to Estoril, while the cork panels and cardboard furniture were donated to


10 Easy Tips to Green

Your Events

1. Choose a certified green venue with green suppliers Make a careful evaluation of Destination and Venue with green practices, initiatives and suppliers that will make planning a green event an easier task.

2. Provide walking maps to and from venue Promote usage of shared transport, public transport, bicycles or walking maps by supplying complete information on sustainable transportation to and from airport, venue and tourist spots.

3. Ask for linen and towel reuse program during stay Select an accommodation near to the venue, minimising transports, that applies green practices in energy and water conservation, waste minimisation and online reservation.

4. Punch visit cards for name tags or supply reusable visit card holders Reduce and/or reuse programs are very powerful ways to minimise waste produced during conferences and meetings, while provding innovation and creativity.

5. Say no to hand-outs and provide digital supports Ask attendees to sign up for hand outs and print these on double-sided recycled paper or, go further, and provide presentation and meeting documents in online download, emailed, burnt CD or giveaway pens.

6. Eat green by offering local and organic dishes By choosing local dishes with local ingredients less carbon emissions will be discharged during transport and local economy will be promoted. And request catering to use bulk condiments for water, coffee, tea, milk sugar, etc.

7. Offer edible or reusable giveaways a local school. Developed by a Portuguese University, ECC used sophisticated software – SpectralBlue - to deliver brochures to attendee’s mobile phones, a demonstration of modern technologies applied to “greener” trade shows. The ECC team stayed at a nearby accommodation, walking to and from IMEX, and offset all carbon emissions from travel, hotel and merchandising transport. All the above choices in stand design and marketing supports aimed to respect sustainability standards by choosing to minimize environmental impact, reuse or return all materials and support local or national projects and products. www.estorilcc.com

Minimise waste and encourage creativity in merchandising and packaging, by choosing the recycled or local products.

8. Provide containers for conference material to be returned and selected to be reused or recycled Request event organiser to provide containers and gather conference materials for recycling programs and ask for a recycle program report.

9. Include corporate social responsible activities in conference program Provide activities during conference or social program that supports local environment actions and social entities, for example beach cleaning or children playground refurbishing.

10. Measure the environmental footprint and provide carbon offset program Request suppliers to measure carbon emissions during each production phase, and provide carbon offset programs for total or individual attendees participation during conference.

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Raziskava revije Meetings & Incentive Travel

Medtem ko pritisk narašča, je lokacija še vedno ključnega pomena Anketa, ki so jo izvedli med več kot tisoč strokovnjaki iz panoge, kaže, da se ponudniki storitev pogosto ne zavedajo potreb strank – a ni vse tako črno, kot se zdi.

prenašanju sporočil, in čeprav so ponudniki zgrešili za devet točk, se mogoče komu zdi, da niso odgovorni za to področje. Kakšen cinik pa bi si lahko v tem primeru mislil, da bi morali vsi ponudniki bolje razumeti potrebe svojih strank. Ponudniki – kar pogosto vključuje tudi agencije – so v večini primerov veliko bolj optimistični kot pa podjetja, ki so njihove stranke.

Ena največjih raziskav, opravljena za industrijo poslovnega turizma v Veliki Britaniji, je pokazala, da se ponudniki pogosto ne zavedajo, kako razmišljajo njihove stranke in kakšne želje imajo. Anketa, ki jo je maja in junija med skoraj tisoč strokovnjaki iz vseh sektorjev opravila revija M & IT, odraža stanje, ki so ga povzročili upadajoči proračuni in zoženje trga, še posebej v gospodarskem sektorju, medtem ko sektor združenj oz. neprofitni sektor ostaja še naprej vzdržljiv. Vendar, presenetljivo, niso vse novice slabe. Tako bo na primer ponudnike na celini razveselila novica, da namerava več kot četrtina podjetij iz Velike Britanije v prihodnjem letu 21 ali več odstotkov svojih dogodkov prirediti v tujini – kar je več kot v letu 2009. In več kot polovica uslužbencev v posredovalnih agencijah trdi enako. To je bilo eno od področij, kjer so bili ponudniki preveč črnogledi. Na vprašanje, ali pričakujejo, da bo v prihodnosti več dogodkov prirejenih v Združenem kraljestvu kot v tujini, je pritrdilno odgovorilo večje število ponudnikov kot pa strank. Še eno nepričakovano ugotovljeno dejstvo je, da so anketiranci iz vseh kategorij trdili, da je lokacija še vedno najpomembnejše merilo za izbiro prizorišča, veliko bolj kot pa cena in cenovna primernost, kljub trenutnim gospodarskim okoliščinam. Če se to zdi nesmiselno, je treba upoštevati prihranke pri stroških, ki jih je mogoče doseči z izbiro primerne lokacije in skrajšanjem časa potovanja ter zmanjšanjem izdatkov. Čeprav je cena prizorišča precej pomembna, se stranke vedno bolj zavedajo vpliva potrošnje pod črto. Ponudniki in agencije so bili preveč pesimistični tudi v pričakovanjih glede prihodnosti srečanj z nočitvami. Medtem ko le 41 odstotkov podjetij in združenj napoveduje zmanjšanje števila srečanj z nočitvami za prihodnje leto, je istega mnenja 55 odstotkov ponudnikov in 50 odstotkov agencij – za vsa prizorišča, ki ponujajo nočitve, so to spodbudne novice – ali pa vsaj ne tako črnoglede, kot so pričakovali ponudniki. Vendar so novice, še posebej glede hotelov, manj optimistične med strankami kot pri ponudnikih – 29 odstotkov ponudnikov in prizorišč pričakuje, da bo prihodnje leto število dogodkov, prirejenih v hotelih, naraslo, a je enako optimističnih le 19 odstotkov podjetij. A obstajajo še drugi osnovni tržni dejavniki, kjer ponudniki niso enakega mnenja kot stranke: enkrat manj podjetij kot ponudnikov meni, da se bodo v letu 2010 proračuni povečali, enako velja za pričakovanja glede velikosti dogodkov v prihodnosti. Prav tako so ponudniki bolj optimistični kot njihove stranke (sektor združenj je še vedno izjema) glede števila dogodkov, ki se bodo odvili v letu 2010 – zdi se, da bo veliko ponudnikov precej neprijetno presenečenih. Večina podjetij in agencij pričakuje, da se bo v letu 2010 število dogodkov še bolj zmanjšalo. Zdi se, da ponudniki in agencije za organizacijo dogodkov v primeru virtualnih srečanj, kot so spletni seminarji (angl. »webinar«), resno zaostajajo. Čeprav 70 odstotkov podjetij napoveduje povečano uporabo spletnih srečanj za leto 2010, je podobnega mnenja le 63 odstotkov ponudnikov in 65 odstotkov agencij. Priljubljenost virtualne tehnologije kot primerne alternative je v primerjavi s predhodnimi raziskavami silno narasla in kaže na to, da so podjetja opazila priložnost za velike prihranke pri stroških. Podjetja vodijo tudi v potrebi po večji osredotočenosti na vsebino in

Martin Lewis

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Raziskava revije Meetings & Incentive Travel Julija 2009 je vodilna revija na področju poslovnega turizma Meetings & Incentive Travel (M & IT) iz Velike Britanije opravila pomembno raziskavo o trendih povpraševanja za preostanek leta 2009 in za leto 2010. Na anketo se je odzvalo več kot 900 strank iz podjetij, agencij in združenj, kot tudi ponudnikov storitev/ prizorišč. Raziskava je prinesla kar nekaj zanimivih rezultatov: 1.

24 % podjetij in 46 % agencij pričakuje, da se bo v letu 2009 21 % ali več njihovih dejavnosti odvijalo v Evropi.

2.

27 % podjetij in 52 % agencij pričakuje, da se bo v letu 2010 21 % ali več njihovih dejavnosti odvijalo v Evropi.

3.

Za 47 % podjetij in 37 % agencij je lokacija najpomembnejši dejavnik pri izbiri destinacij oziroma prizorišča.

4. Za 34 % podjetij in 27 % agencij je cena najpomembnejši dejavnik pri izbiri destinacij oziroma prizorišča. 5.

35 % podjetij in 36 % agencij pričakuje, da bo njihov proračun za leto 2010 ostal enak kot v letu 2009.

6.

55 % podjetij in 45 % agencij pričakuje, da bo čas trajanja dogodkov v živo v letu 2010 enak kot v letu 2009.

7.

36 % podjetij in 32 % agencij pričakuje, da bodo v letu 2010 priredili enako število dogodkov v živo kot v letu 2009.


Najpomembnejše merilo za izbiro prizoriša Ponudniki/prizoriša

Združenja

Posredniške agencije

Cena Lokacija

Podjetja 0

25

50 %

Priakovanje manjšega števila sreanj z noitvami v odstotkih Ponudniki/prizoriša Združenja Posredniške agencije Podjetja

0

30

60 %

Priakovanje vejega števila virtualnih dogodkov v odstotkih Ponudniki/prizoriša Združenja Posredniške agencije Podjetja 0

40

80 %

Priakovanje nadaljnjega zmanjševanja proraunov v odstotkih Ponudniki/prizoriša Združenja Posredniške agencije Podjetja 0

15

60 %

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Meetings & Incentive Travel Survey

Location still the key as the screw tightens A poll conducted among nearly 1,000 industry professionals showed suppliers to often be out of touch with client demand - but it isn’t all bad news. Martin Lewis reports One of the biggest surveys conducted for the UK meetings industry shows suppliers to often be out of touch with what clients are thinking and what they want. A research poll conducted by M&IT in May and June among nearly 1,000 industry professionals across all sectors reflects declining budgets and a shrinking market in the corporate sector, particularly while the association or not-for-profit sector shows continued resilience. But there is some surprisingly positive news, too. For example, overseas suppliers may be delighted to learn that more than a quarter of UK corporate buyers expect to take 21 per cent or more of their events abroad next year – an increase from 2009. More than half of intermediary agency personnel said the same. This was one area in which suppliers were over-pessimistic. When asked if they expected more events to be held in the UK in future, more suppliers answered in the affirmative than in any buyer category. Another surprise was the fact that all categories surveyed said location remains the most important criterion for venue selection − way ahead of price and value for money, despite the economic climate. While this may seem counter-intuitive, one has to bear in mind the cost savings that can accrue from choosing a sensible location and reducing travel time/expenditure. While venue cost is a big ticket item, clients are increasingly aware of the impact of below-the-line spending. Suppliers and agencies were also overly pessimistic in their expectations for the future of residential meetings. Whereas only 41 per cent of corporate and association buyers predict a reduction in the number of residential meetings next year, 55 and 50 per cent, respectively, feel the same way among suppliers and agencies – encouraging news for all residential venues or, at least, not as bad as suppliers expect. But for hotels in particular, the news is less optimistic among buyers than suppliers – 29 per cent of suppliers and venues are expecting growth in the number of events staged in hotels next year, but only 19 per cent of corporate buyers share their optimism. But there are other basic market drivers where suppliers appear to be at odds with the views of their customers: only half as many corporate buyers as suppliers believe budgets will grow in 2010 and the same applies to the expectations for the future size of events. Suppliers are also more optimistic than their clients (again, with the exception of the association sector) about the pure volume of events that will take place in 2010 - it seems many suppliers could be in for a shock! The majority of corporate and agency buyers expect the number of events to reduce further in 2010. It seems suppliers and event agencies are both seriously ‘behind the curve’ when it comes to virtual meetings such as webinars. While 70 per cent of corporate buyers predict an increase in online meetings in 2010, only 63 per cent of suppliers and 65 per cent of

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agencies shared that view. This is a huge growth in popularity of virtual technology as a viable option over previous surveys and reflects the perceived opportunity for big cost savings. Corporate buyers also lead in the need for more focus on content and message delivery and, while suppliers were nine points adrift on this, they may feel this area is not their focus. A cynic, however, might think that all suppliers should be closer to understanding the needs of their clients. Suppliers – and that often includes the agencies – are mostly far more optimistic than corporate clients.

Meetings & Incentive Travel Survey In July 2009, leading UK meetings magazine Meetings & Incentive Travel (M&IT) completed an important industry survey on buying trends for the remainder of 2009 and 2010. Over 900 responses were received from corporate, agency and association buyers, as well as suppliers/ venues. A few interesting results that emerged from this survey: 1.

24% of corporate buyers and 46% of agency buyers expect 21% or more of their business to take place in Europe in 2009.

2.

27% of corporate buyers and 52% of agency buyers expect 21% or more of their business to take place in Europe in 2010.

3.

47% of corporate buyers and 37% of agency buyers view location as the most important factor driving decisions on destinations/venues.

4. 34% of corporate and 27% of agency buyers view price as the most important factor driving decisions on destinations/venues. 5.

35% of corporate buyers and 36% of agency buyers expect budgets to be the same in 2010 as in 2009.

6.

55% of corporate buyers and 45% of agency buyers expect live events to be the same duration in 2010 as in 2009.

7.

36% of corporate buyers and 32% of agency buyers expect the same number of live events in 2010 as in 2009.


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ROI* za nejeverne

Ustvarjamo čustva in nepozabne trenutke,” mi je nedavno rekel neki upravljavec dogodkov. “Za čustva ne moremo meriti donosnosti naložbe.” Vem, da veliko ljudi ne verjame, da je možno meriti donosnost naložbe v dogodke. To je preprosto pretežko. Ne glede, ali mislite, da je bil dogodek učinkovit ali ne, je to mnenje, ki ste si ga pač izoblikovali.

Če ste eden od teh nejevernih – hvala, da ste članek prebrali do tukaj. Morda pa ste samo dvomljivec? Zelo vesel bom, če boste z branjem nadaljevali. Vzbujate čustva, uslužbenci in stranke imajo občutek, da jih cenite, in verjamejo v vrednote vaše blagovne znamke. Morda sploh ne vedo, kako se je to zgodilo, pa vendar vas imajo raje, vam zaupajo in verjamejo v vas, saj ste vplivali na vseh pet njihovih čutov. Odlično! To je moč komunikacije. Ali imajo ta čustva svojo vrednost? Zagotovo, drugače ne bi porabili toliko denarja, da jih vzbudite. Morda pa ne? Samo čustva sama po sebi? Moramo biti malo bolj natančni. Ne gre za čustva sama po sebi, temveč za to, kar vaši uslužbenci in stranke zaradi teh čustev počnejo drugače. Ker imajo vaši uslužbenci občutek, da jih cenite, delajo bolje, so manj odsotni zaradi bolezni in ne iščejo druge službe. Ker vaše stranke na vas gledajo kot na družbeno odgovorno podjetje, vodilno na svojem področju, kupujejo več vaših izdelkov. Če želimo, da neki dogodek ustvari vrednost, morajo udeleženci po njem narediti nekaj, kar ustvarja vrednost za deležnike. To je edini mehanizem, ki ga pozna človeštvo, kako dogodki lahko ustvarijo vrednost. Mora vam uspeti, da udeleženci naredijo nekaj, česar drugače ne bi. Čustev ne preoblikujete v denar, preoblikujete jih v dejanja, ki nato vodijo do boljše prodaje ali nižjih stroškov, s čimer se poveča vaš dobiček in vrednost za delničarja. Tukaj pa je še vprašanje »izolacije«. Če se prodaja po dogodku za stranke poveča, kako lahko vemo, da je razlog prav ta dogodek in ne morda kaj drugega? Obstaja kar nekaj različnih in zelo dobrih metod, kako to ugotoviti. Ena od njih je preizkus s kontrolno skupino, so pa tudi hitrejše in cenejše metode, vendar rezultati niso tako natančni. Če resnično morate vedeti, to lahko izveste. Večje zdravstveno podjetje mi je nedavno zaupalo svoj novi način poslovanja. V prihodnje ne bodo odobrili nikakršnega dogodka, bodisi majhnega ali velikega, dokler na mizi ne bodo imeli dokumenta, v katerem bo natančno pojasnjeno, kako bo dogodek vplival na zadnjo vrstico v bilanci, kaj udeleženci morajo narediti, da to vrednost dosežejo in kako je dogodek zasnovan, da bo lahko dosegel takšno spremembo v vedenju. Odkrili so načine, kako čustva in nepozabne trenutke povezati z zadnjo vrstico v bilanci stanja. Tudi vam lahko to uspe. * ROI – donosnost naložbe. Dr. Elling Hamso Izvršni direktorr European Event ROI Institute elling.hamso@eventroi.org www.eventroi.org

ROI for non-believers

We create emotions and memorable moments” an event manager told me recently, “you can’t measure ROI on emotions”. I know there are many who simply don’t believe that you can measure the Return on Investment from events; it is simply too difficult. Either you believe the event to be effective or you don’t, you have to take it ‘on faith’.

If you are one of these non-believers, thank you for reading this far, maybe you are just an agnostic? It will make me very happy if you keep on reading. You create emotions, making employees and customers feel appreciated, buying-in to your brand values. They may not even know how it happened, they just like you better, trust you and believe in you, because you have reached them through all their five senses. Excellent, this is the power of live communication. Do these emotions have a value? Of course, otherwise you would not spend good money to create them. Or do they? On their own; just the emotions? We have to be a little more precise. It is not the emotions themselves, but what your employees or customers do differently when these emotions come into play. Because your employees feel more appreciated, they will work harder, take less sick leave and not quit for another job. Because your customers think of you as a socially responsible industry leader, they buy more of your products. For any event to create value, the participants have to do something afterwards, something that creates value to the stakeholders. This is the only mechanism known to mankind for creating value from events. You have to make the participants do something they would otherwise not have done. You don’t turn emotions into money; you turn emotions into actions, which in turn, lead to either more sales or lower costs, thus improving your profits and shareholder value. Then we have the ‘isolation’ issue. If sales go up after the customer event, how do we know it was because of the event and not other influences as well? There are several different methods for finding out; some are very good, such as doing a control group experiment; other methods are quicker and cheaper, but the results are not as precise. If you really need to know, you can always find out. One large company in the healthcare industry recently told me about a new company procedure. In the future, no event budget, large or small, would be approved before a document was on the table specifying how the event would influence the bottom line, what participants need to do after the event in order to achieve this value, and how the event is designed to achieve such a behavioural change. They had figured out ways of connecting emotions and memorable moments to the bottom line. You can do that too. Dr. Elling Hamso Managing Partner European Event ROI Institute elling.hamso@eventroi.org www.eventroi.org

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Danica Ćeranić, Kongresni urad Črne gore

Kdo stoji za uspešnimi kongresnimi zgodbami v regiji? na enem mestu dobijo potrebne nepristranske nasvete. Vsi člani so preverjena podjetja, ki v celoti razumejo industrijo srečanj. Trenutno ima Kongresni urad Črne gore 12 članov, večinoma hotelov s štirimi in petimi zvezdicami s konferenčnimi zmogljivostmi, pa tudi strokovne agencije, ki se ukvarjajo z organizacijo. Za tržišče industrije srečanj so izdali tudi posebno brošuro: Montenegro: The Next Place To Meet. Kaj vas trenutno najbolj zaposluje? Črna gora bo oktobra v Budvi gostila 77. skupščino in 53. srečanje upravnega odbora organizacije ETC (European Travel Commission) in to me trenutno najbolj zaposluje. Tukaj je še organizacija udeležbe Črne gore na dveh mednarodnih poslovnih borzah – na poslovni borzi WTM, ki bo novembra v Londonu, in na poslovni borzi EIBTM decembra v Barceloni. Kongresni urad Črne gore se bo skupaj s svojimi partnerji udeležil tudi informativne prireditve (roadshowa) v Nemčiji, ki bo potekala od 17. do 19. novembra v Münchnu, Frankfurtu in Kölnu.

Vaša velika strast poleg kongresnega turizma? Potovanja po Črni gori, ob obali ali pa v gore, odvisno od vremena. Rada obiskujem Skadarsko jezero in staro mestno jedro Kotorja. Pozimi ob koncu tedna zelo rada deskam na snegu. Deskanja sem se začela učiti lansko zimo in zdaj čakam, da sneg pobeli črnogorske vrhove.

Danica Ćeranić (rojena 13. 6. 1981) je v Kotorju v Črni gori diplomirala na Fakulteti za turizem in gostinstvo. Leta 2004 se je zaposlila kot menedžerka v Nacionalni turistični organizaciji Črne gore, aprila 2008 pa je postala direktorica Kongresnega urada Črne gore, ki je zasnovan kot neodvisen organ v okviru Nacionalne turistične organizacije Črne gore.

Kongresni urad Črne gore je javno-zasebno partnerstvo, katerega cilj je v največji možni meri izkoristiti potencial Črne gore na tržišču industrije srečanj. Je osrednja točka, kjer je možno pridobiti podatke in nasvete v državi, kjer se novi objekti in izboljšana infrastruktura razvijajo z neverjetno hitrostjo. Agencije, podjetja in združenja, ki želijo v Črni gori organizirati različne dogodke ali srečanja, lahko

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Katera oseba v kongresnem turizmu je najbolj vplivala na vašo kariero? Kongresni urad Črne gore (MCB) je bil ustanovljen leta 2008, sama pa sem v industriji srečanj začela delati v začetku leta 2007. Največji vpliv name sta zagotovo imela gospod Harry Fine, ki zdaj deluje kot svetovalec MCB, in gospod Andrija Drašković, ki je zdaj zaposlen pri ameriški agenciji USAID in ki je imel glavno vlogo pri organizaciji prve udeležbe Črne gore na poslovni borzi IMEX leta 2007. Tukaj pa je seveda še gospod Saša Radović, direktor Nacionalne turistične organizacije Črne gore, ki mi je zaupal ta položaj.

Kateri mednarodni kongresni projekt bi nemudoma podprli in pospešili? To bi bilo kaj, kar bi Črno goro umestilo na zemljevid destinacij industrije srečanj, dogodek, ki bi pomagal dvigniti mednarodno prepoznavnost moje države na tržišču industrije srečanj.

Kaj bi spremenili v svojem mestu? Živim in delam v glavnem mestu, v Podgorici, ki je zelo prijetno mesto. Trenutno Črni gori manjka velik mednarodni kongresni center in to se bo v prihodnje spremenilo. Podgorica je odlična


kongresna destinacija, saj so tako obala kot gore oddaljene samo uro vožnje.

Tuja kongresna destinacija, v kateri se počutite kot doma? S svojo službo imam veliko srečo, saj obiščem veliko držav, pa vendar se mi Črna gora kot dežela izjemnih naravnih lepot zdi nekaj posebnega. Črna gora ponuja neverjetne naravne, kot tudi kulturne raznolikosti. Zelo malo krajev je na svetu, kjer se lahko obiskovalci zjutraj kopajo na obali, popoldne odidejo na sprehod ali s kolesom v gore, zvečer pa raziskujejo tlakovane ulice starodavnih mest. Danica Čeranić Kongresni urad Črne gore danica.ceranic@montenegro.travel mice@montenegro.travel www.montenegro.travel

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Danica Ceranic, Montenegro Convention Bureau

Who are the Names behind Successful Meetings in the Region? organisation of Montenegro's attendance at two major internation travel exhibitions; WTM in London in November and EIBTM in Barcelona in December. In additon, the Montenegro Convention Bureau, along with its partners, will be attending a Roadshow in Germany from the 17th to 19th of November in Munich, Frankfurt and Cologne.

Aside from the meetings industry, what is your passion?

Danica Ceranic (born on the 13th of June, 1981) finished the Faculty of Tourism and Hospitality in Kotor, Montenegro. Since 2004, she has been working as the manager of the National Tourism Organisation of Montenegro. In April 2008, she was appointed the position of director of the Montenegro Convention Bureau, which is a dedicated division of the NTO of Montenegro.

The Montenegro Convention Bureau is a public/private partnership with the objective of maximising the potential for Montenegro in the meetings and incentive markets. It is the focal point for information and advice in a country where new facilities and improved infrastructure are being developed at a great pace. It is a “one stop shop” offering impartial advice for agencies, companies and associations looking to bring events and meetings to Montenegro. All the members are carefully vetted and understand the MICE business. It currently has 12 members, mainly four and five stars hotels with custom built conference facilities, as well as professional agencies to handle organisation. A special brochure for the MICE market segment was published: “Montenegro: The Next Place To Meet“. What is taking up the most of your time? Montenegro will host the European Travel Commission's (ETC) 77th General Meeting and 53rd Board of Directors Meeting in October in Budva, so that is taking most of my time at the moment. Also, the

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Travelling around Montenegro, along the coast or up into the mountains depending on the weather. I like to visit Skadar Lake and the old town of Kotor. My passion on weekends during the winter season is snowboarding, which I started learning last winter, so I am now waiting for the snow to arrive in the Montenegrin mountains.

Who was the biggest influence on your career in the meetings industry? The Montenegro Convention Bureau (MCB) was established in 2008 and I started working in the meeting industry at the beginning of 2007. The biggest influences have been Mr. Harry Fine, who is now advisor of MCB and Mr. Andrija Draskovic, who works for the USAID and was instrumental in organising Montenegro’s first exhibit at IMEX in 2007, and, of course, Mr. Sasa Radovic, director of the Montenegro National Tourism Organisation, who appointed me to this position.

Which international congress project would you immediately support and facilitate? It would be something that would put Montenegro on the map as a MICE destination; an event that would help to boost my country’s international reputation within the MICE market.

What would you change in your own town? I live and work in Podgorica, the capital town and a very nice town to live in. At the moment, Montenegro lacks a big international Congress Center, and that will change in the future. Podgorica would be an ideal MICE destination, as in one hour, a visitor can reach either the coast or the mountains.

What is a foreign meetings destination where you feel at home? I am very lucky with my job because I visit a lot of countries, but I feel Montenegro is a very unique destination, a land of stunning natural beauty. Montenegro offers an incredible variety in nature and culture. There are few places in the world where the visitor can sunbathe in the morning on the seashore, hike and bike in the mountains in the afternoon and explore the cobblestone streets of ancient towns in the evening. Danica Ceranic Montenegro Convention Bureau danica.ceranic@montenegro.travel mice@montenegro.travel www.montenegro.travel


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3. mednarodni forum o apiterapiji in apikvaliteti

S čebelami do zdravja Mednarodna čebelarska organizacija Apimondia je Slovenijo izbrala kot državo gostiteljico 3. mednarodnega foruma o apiterapiji in apikvaliteti (3rd Apimondia International Forum on Apitherapy & Apiquality). Dogodek bo potekal od 28. septembra do 3. oktobra 2010. Gre za pomembno priznanje Čebelarski zvezi Slovenije in potrditev izjemne organizacije svetovnega kongresa Apimondia, ki smo ga gostili leta 2003 v Cankarjevem domu v Ljubljani. Ponosni smo, da je organizacija tega velikega dogodka zaupana našemu podjetju Gormice, izdajatelju revije Kongres, katerega direktor Gorazd Čad je uspešno vodil tudi organizacijo svetovnega kongresa Apimondia leta 2003.

Festival čebelarstva, ki bo potekal vzporedno, velika priložnost za podrobnejšo seznanitev s čebeljimi pridelki, njihovo kvaliteto in možnosti uporabe. Pričakujemo, da se bo znanstvenega dela udeležilo preko šeststo strokovnjakov iz vse Evrope in tudi od drugod. Hkrati bo potekala tudi razstava čebeljih izdelkov in čebelarske opreme API expo, kjer pričakujemo več kot dvesto tujih razstavljavcev in preko 10.000 dnevnih obiskovalcev.

Svetovna čebelarska organizacija Apimondia je s tem podprla prizadevanja Čebelarske zveze Slovenije za napredek v čebelarstvu, še zlasti pa za širšo uporabo čebeljih pridelkov, tako v medicini kot v prehrani. Za splošno javnost bo Forum in

V Sloveniji je skrb za kvaliteto čebeljih pridelkov podprta z raziskavami na akademskem nivoju, s praktičnim izvajanjem rednih kontrol kvalitete v okviru Čebelarske zveze Slovenije, kakor tudi pri čebelarjih in podjetjih, ki uporabljajo čebelje pridelke za

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Čebelarska zveza Slovenije s svojim delovanjem pomembno prispeva k dvigovanju zavesti o čebelarjenju kot prispevku k ohranjanju okolja in zdravja. Prizadevamo si, da bi o pomenu čebelarstva in vlogi čebele v našem okolju ozavestili čim širši krog ljudi in s tem poskrbeli tudi za nadaljnje ohranjanje naravne pestrosti. Forum Apimedica 2010 bo združil strokovnjake s področja medicine in farmacije v povezavi s čebelarstvom. Čebelji pridelki in izdelki iz čebeljih pridelkov so zaradi svojega pozitivnega učinkovanja na človeški organizem v današnjem času, ko se vse bolj nagibamo k alternativnemu odpravljanju vsakodnevnih tegob, zelo proučevani. Številni znanstveniki in strokovnjaki bodo na forumu predstavili svoje dosedanje delo in izsledke raziskav o vplivu čebeljih pridelkov na zdravje ljudi.


svoje proizvode. Z raziskavami posegamo tudi v sodobne trende, kot so antioksidativnost in antimikrobnost medu, vključno z industrijskimi rešitvami izdelave pripomočkov za osebno nego in skrb za zdravje. Ta razvoj temelji na bogati čebelarski tradiciji, poleg tega pa Slovenija velja za izvorno deželo sodobne apiterapije z delovanjem dr. Filipa Terča koncem 19. stoletja v Mariboru. Vseeno pa stroka čuti premajhno izkoriščanje bogastev, ki nam jih ponujajo čebele. Na forumu Apiquality 2010 bodo strokovnjaki s področja čebelarstva govorili o tehnologiji čebelarjenja za povečanje kvalitete čebeljih pridelkov, ki se uporabljajo zlasti v medicini. Osrednji del foruma bo potekal v Ljubljani, kjer bodo priznani strokovnjaki spregovorili o kvaliteti čebeljih pridelkov, apiterapiji ter njihovih izkušnjah in uspehih z zdravljenjem s čebeljimi pridelki. V nadaljevanju pa se bo forum preselil v različne kraje po Sloveniji. Še večjo pozornost apiterapiji bomo namenili v Mariboru, ki je rojstni kraj dr. Filipa Terča, začetnika apiterapije. V Dolenjskih Toplicah bo potekalo svetovno ocenjevanje medov,

kongres_og_171_126_angl.indd 1

poudarek pa bo tudi na kvaliteti čebeljih pridelkov. Na Bledu bodo obiskovalci na predavanjih izvedeli vse o kvaliteti pridelave in najnovejših čebelarskih tehnologijah za pridelavo kakovostnih čebeljih pridelkov, predvsem za medicinsko uporabo. V Lipici pa bo posebna pozornost namenjena prehranski vrednosti posameznih čebeljih pridelkov, njihovi uporabi za ljudi s posebnimi prehranskimi potrebami, uporabi čebeljih pridelkov v osebni negi in kozmetiki, veliko pa bo povedanega tudi o uporabi čebeljih pridelkov v zdravstveni negi živali. Posebno pozornost bomo namenili tudi zainteresirani slovenski laični publiki, za katero bomo organizirali predavanja v Ljubljani, Mariboru, Bledu, Lipici in v Dolenjskih Toplicah. Radi bi organizirali tudi dan, namenjen mladini v osnovnih in srednjih šolah. Zavedamo se, da se osveščanje o pomenu zdravega načina prehrane in o pomenu okolja začne že v mladosti, zato si želimo, da se kongresa udeležijo tudi šolarji. Dodatne informacije: Natalija Bah Čad, 01/430 51 03 www.apimedica.info

17.9.2009 8:37:09

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The 3rd International Forum on Apitherapy and Apiquality

Healthy with the Bees The Apimondia International Federation of Beekeepers' Associations chose Slovenia to host the 3rd Apimondia International Forum on Apitherapy and Apiquality. This event, which is an important recognition of the Slovenian Beekeepers Association and a confirmation of our excellent organisation of the Apimondia 2003 congress in Ljubljana, will take place from September 28th to October 3rd 2010 in Ljubljana. We are proud that the organisation of this great event has been entrusted to Go®mice, the publisher of Kongres magazine, whose director, Gorazd Čad, successfully managed the Apimondia congress in 2003. The Apimondia International Federation of Beekeepers' Associations thus supported the efforts of the Slovenian Beekeepers Association for progress in apiculture and especially for a more widespread use of honeybee products in both modern medicine and nutrition. The Forum and the Beekeeping Festival, which will run parallel to the Forum, will be a great opportunity for the general public to get to know honeybee products better, along with their quality and scope of application. We are expecting over six hundred experts from across Europe and beyond, who will participate in the professional part of the Forum. The Forum will also be completed by the APIEXPO exhibition of honeybee products and beekeeping equipment, where over two hundred foreign exhibitors are expected, along with more than 10,000 visitors per day. With its activities, the Slovenian Beekeepers Association plays an active role in raising awareness about beekeeping as a way of preserving nature and health. We strive to make people aware of the importance of beekeeping and the role of bees in our environment, thus making sure that natural diversity is preserved. The 2010 Apimedica Forum will bring together experts from the fields of medicine and pharmacy in connection with beekeeping. In times when we are increasingly considering alternative methods of dealing with our daily difficulties, honeybee products, and others based on them, are becoming a much-studied field due to their positive effects on the human organism. At the Forum, numerous scientists and professionals will present their current work and findings on the influence of honeybee products on human health. In Slovenia, the care for the quality of honeybee products is supported by academic research, regular quality controls within the framework of the Slovenian Beekeepers Association as well as by beekeepers and companies who use honeybee produce for their products. This research also deals with modern trends, such as the antioxidant and antimicrobial activity of honey and industrial solutions for manufacturing appliances for personal and health care. This development is based on the country’s rich beekeeping tradition, while thanks to Dr. Filip Terč, who worked in Maribor in the late 19th century, Slovenia is considered to be the birthplace of modern apitherapy. Professionals, however, see that the richness provided to us by the bees is underutilised.

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At the Apiquality 2010 Forum, beekeeping professionals will discuss the beekeeping technology used to increase the quality of honeybee products, especially for medicinal use. The central part of the Forum will take place in Ljubljana, where renowned experts will talk about the quality of honeybee products, apitherapy and their experience and success with honeybee products for medicinal use. The Forum will then move to various Slovenian towns. Special attention to apitherapy will be paid in Maribor, the birthplace of Dr. Filip Terč, the pioneer of apitherapy. Dolenjske Toplice will host the international competition for the best honey with special emphasis on the quality of honeybee products. In Bled, visitors attending the organised lectures will learn all about quality production of honeybee products and the newest beekeeping technology for the production of high quality honeybee products, especially for medical use. In Lipica, we will focus on the nutritional value of individual honeybee products, their use in nutrition for people with special nutritional needs, in personal care and cosmetics and in animal nutrition and health care. Special attention will be paid to the interested lay public, for whom lectures will be organised in Ljubljana, Maribor, Bled, Lipica and Dolenjske Toplice. We would also like to organise a special day for primary and secondary school children. We are aware that promoting awareness about the importance of healthy nutrition and the environment starts at a young age and thus, we would like schoolchildren to attend this event. Additional information available from: Natalija Bah Čad, 01/430 51 03, www.apimedica.info


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Lupa entertainment group

Koncert U2 Zagrebu posredno prinesel osem milijonov evrov vas povprašajo, ali se zanimate za organizacijo koncerta. Nato jim pošljete ponudbo, se z njimi pogajate in z malo sreče tudi dogovorite.

Na kakšen način vam je pri potegovanju za organizacijo koncerta U2 pomagalo mesto Zagreb? Iskreno povedano, na nikakršen. Mesto je šele po potrditvi koncerta zagotovilo svojo podporo.

Koliko po vašem mnenju koncert U2 oziroma koliko koncerti na splošno prispevajo k turistični potrošnji v mestu, kjer potekajo? Na to je težko odgovoriti. Ocenjuje se, da je koncert U2 Zagrebu posredno prinesel približno 8.000.000 evrov. Ne vem, ali je ta številka povsem točna, a sem prepričan, da bi mesto Zagreb in njegova turistična skupnost imela več koristi od koncerta, če bi se turistični delavci še bolj potrudili in se bolje pripravili.

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upa entertainment group je mednarodna družba, ki posluje na območju Hrvaške, Slovenije in Srbije, njena osnovna dejavnost pa obsega promocijo in organizacijo koncertov svetovno znanih glasbenih skupin. O organizaciji koncerta glasbene skupine U2 v Zagrebu in o tem, zakaj nobena glasbena skupina iz nekdanje Jugoslavije ni sposobna prirediti spektakla na najvišji ravni, smo se pogovarjali z direktorjem Lupe Promotion Vladimirjem Ivankovićem. Ali na območju JV Evrope obstaja glasbeni spektakel, ki vas je zaobšel? Na žalost da. Letos nismo uspeli v Zagreb pripeljati skupine AC/ DC, morda nam to uspe prihodnje leto. Poleg tega nam je žal, da smo za Madonnin koncert izbrali Ljubljano in ne Zagreba, vendar v danem trenutku nismo vedeli, da bodo tehnične težave preprečile organizacijo tako velikega projekta.

Kako veste, kaj je trenutno 'in' oziroma vroče? Tu ni kakšne posebne filozofije. Mi smo na žalost še vedno trg za starejše izvajalce, ki imajo veliko kilometrine. Novi izvajalci pri nas še nimajo dovolj velike baze oboževalcev, tako da so ocene na tem področju precej ohlapne.

Kakšen je postopek kandidiranja za organizacijo megakoncertov? Ko imate za seboj veliko število kakovostnih koncertov, je postopek relativno enostaven. Ker vas agenti in ostali promotorji poznajo,

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S kakšnimi zahtevami skupin se organizatorji srečujete? Se spomnite kakšne bizarne želje? Noben izvajalec doslej ni imel nikakršnih bizarnih želja. Vse, kar lahko preberete v medijih v slogu »ta zahteva to in oni ono«, je pravzaprav del oglaševanja koncerta in ne odraža resničnega stanja.

Kakšne težave ste imeli v zvezi z organizacijo koncerta U2 v Zagrebu? Najtežje je bilo uskladiti dan koncerta z obveznostmi NK Dinamo v okviru Uefinih tekem. Vse drugo je potekalo bolj ali manj gladko.

Kakšne posledice ima za organizatorja odpoved koncerta? Odvisno, kdo odpove koncert in s kakšnim razlogom. Če izvajalec odpove koncert zaradi bolezni, lahko organizator zahteva poplačilo svojih stroškov iz zavarovalne police (seveda, če je takšno polico sklenil). Če izvajalec odpove koncert zaradi tehničnih razlogov, je dolžan organizatorju povrniti vse stroške (kot se je zgodilo z Madonno v Sloveniji). Če pa iz kakršnega koli razloga koncert odpove organizator, potem je dolžan plačati izvajalcu honorar in vse svoje stroške, pri čemer ne more uveljavljati pravic iz zavarovalne police ali zahtevati od izvajalca, da mu povrne nastale stroške.

Katera mesta v JV Evropi bi po vašem mnenju lahko gostila velike rockovske spektakle? Če z JV Evropo mislite na prostor nekdanje Jugoslavije in če so veliki rockovski spektakli t. i. »open-air« koncerti, potem sta edina kandidata Zagreb in Beograd, saj imata kakovostno infrastrukturo, ki lahko prenese takšen koncert, kot tudi dovolj številčno občinstvo. Slovenija nima dovolj občinstva, Bosna nima denarja, v Črni gori pa lahko tovrstne koncerte (kot sta bila npr. koncerta Rolling Stonesov in Madonne) organizirate le s pomočjo države. Če govorimo o velikih


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kupino Lupa sestavlja pet družb, ki delujejo v omenjenih državah. Leta 2007 je Lupa entertainment group odprla

pisarno v Beogradu, od leta 2008 pa ima pisarno tudi v Ljubljani. Lupa je v svet glasbe in zabave vstopila že leta 2005 s koncerti skupine The Prodigy, Steva Vaia, zasedbe Budapest Gypsy Symphony Orchestra, Randyja Crawforda ... Lupa je v začetku leta 2006 organizirala razstavo svetovno najbolj znane lutke Barbie z naslovom „Čudežni svet Barbie in lego“. Razstava

»in-door« koncertih, sta tu spet Zagreb in Beograd kot edini mesti, ki imata dovolj kakovostne dvorane, potrebne za organizacijo takšnih koncertov.

je bila izjemno uspešna.

Kaj menite o zmožnostih skupin na območju bivše Jugoslavije? Ali obstaja kakšna skupina, ki ima potencial za velik glasbeni spektakel?

londonskega kluba ILMC – International Live Music

To, kar je skupina Bijelo Dugme počela pred nekaj leti, zagotovo ni bil spektakel. Za spektakel je treba imeti ne le skupino, stadion in občinstvo, temveč tudi kakovostno ozvočenje, razsvetljavo, video – z eno besedo, kakovostno produkcijo. Domači izvajalci si ne pomagajo s poklicnimi promotorji, ker menijo, da bo njihov menedžment kos takšnim nalogam. Drugje po svetu ni tako, saj se tam domači izvajalci ne razlikujejo od tujih, ko gre za tehnične in produkcijske zahteve. Z drugimi besedami, dokler ne pride do sprememb, do katerih verjetno nikoli ne bo prišlo, ker so vsi zelo »občutljivi« na denar, mislim, da nobena ex-Yu skupina ne bo zmožna prirediti spektakla na najvišji ravni, kot to počnejo U2 ali Madonna. Niti približno.

Lupa Promotion je februarja 2006 postala članica prestižnega Conference. ILMC je mednarodna organizacija najuspešnejših organizatorjev koncertov, promotorjev, bookerjev, agentov in menedžerjev. Podjetje je svoje uspešno poslovanje nadaljevalo tudi v letu 2006 s koncerti izvajalcev, kot so Opera Karmen Gorana Bregovića, Shakira, Simply Red, Pearl Jam, Brian Adams in Pink. V tem času je družba postala tudi lokalni partner največje svetovne promotorske organizacije, LIVE NATION, ki organizira turneje največjih svetovnih zvezd, kot so Madonna, U2, AC/DC, Shakira, Celine Dion, Bruce Springsteen in številni drugi. Leta 2007 so prišli na vrsto odlični projekti, kot so Ruski carski balet – Bolero in Carmen, Zucchero, Dream Theater, Tool, Muse, Robert Plant, Joe Cocker in Deep Purple. Lupa Promotion je v letu 2008 začela intenzivno poslovati tudi na trgih Srbije in Slovenije, kjer je organizirala koncerte Marka Knopflerja, Lennyja Kravitza, Queenov s Paulom Rodgersom (BG), skupin Massive Attack in RBD ter Jeana Michela Jarra (LJ). Lupa je v tem času na Hrvaškem dosegla odlične prodajne rezultate s koncerti skupine Gogol Bordello v Tvornici, Marka Knopflerja v Domu športov, Lennyja Kravitza v Zadru, skupine Iron Maiden v Splitu ter zasedbe Budapest Gypsy Symphony Orchestra v Zagrebu in Zadru. Leto 2009 bo po napovedih še uspešnejše, saj nas čakajo spektakularna gostovanja skupin U2, Depeche Mode, Nightwish, Simply Red, Massive Attack, Beyonce, Toma Jonesa in številnih drugih. Lupa entertainment group združuje več dejavnosti, ki so bistvene za organizacijo koncertov. Te dejavnosti vključujejo "booking, promocijo, ticketing, produkcijo in accounting." Lupa Promotion je edina hrvaška družba, ki je vse omenjene elemente združila "pod eno streho", kar pomeni, da pri opravljanju teh dejavnosti ne uporablja zunanjih (outsource) storitev. Takšen pristop k poslovanju močno znižuje stroške promotorja in tujih partnerjev ter postavlja visoke standarde v promotorski panogi. www.lupapromotion.hr

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Lupa Entertainment Group

The U2 Concert Brought Zagreb €8,000,000 Indirectly

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e talked to Vladimir Ivanković, director of Lupa Promotion, about the organisation of the U2 concert in Zagreb and about why no band from the former Yugoslavia is able to put on a musical event at the highest level.

What problems did you face during the organisation of the U2 concert in Zagreb?

Is there a musical event in SE Europe that passed you by?

What are the consequences for the organiser in case the concert is cancelled?

Unfortunately, there is. This year we did not succeed in bringing AC/ DC to Zagreb, but we might get lucky next year. Also, we regret that Ljubljana was chosen for Madonna's concert instead of Zagreb, but at the time we simply did not know that technical problems could prevent the organisation of such a large project.

media about the performers asking for this and that is actually just a part of the concert promotion and does not reflect the reality.

The biggest problem was bringing the concert into line with the Dinamo FC's obligations related to participation in the UEFA competitions. Everything else went more or less smoothly.

How do you know what is currently in and hot?

It depends on which side cancels the concert and the reasons for cancellation. If the concert is cancelled by the performer due to illness, the organiser is entitled to cost reimbursement under the insurance policy (provided that the organiser is insured). If the performer cancels the concert due to technical reasons, he or she is obliged to reimburse the organiser for all costs incurred (as was the case with Madonna in Slovenia).

There are no special methods. Unfortunately, our market mostly attracts older musicians with a lot of experience in stage performing. As new performers do not have a large fan base, it is quite difficult to identify what is hot in the music market.

If the concert is cancelled by the organiser for whatever reason, the organiser has to pay the fee to the performer and cover all expenses, whereby he is not entitled to cost reimbursement from the insurance policy nor the performer.

What does the applying procedure for organisation of mega concerts look like?

Which cities in SE Europe are capable of hosting big rock events?

When you have a large number of quality concerts under your belt, the procedure is fairly easy. Since agents and other promoters know you, they ask you whether you are interested in organising a concert. After that, you submit to them an offer, negotiate with them and, with a little luck, you reach an agreement.

If by SE Europe you mean the post-Yugoslav countries and if by big rock events you are referring to open-air concerts, than only Zagreb and Belgrade are capable of hosting such events, as they are the only ones with quality infrastructure that could support such an event and a big enough audience. For example, Slovenia does not have the audience; Bosnia and Herzegovina does not have the money, while in Montenegro such an event can be organised only with help from the state (as was the case with the Rolling Stones and Madonna).

What kind of help did the City of Zagreb provide you with in your efforts to bring U2 to Zagreb? To tell you the truth, we received no help at all. The City provided their support only after the concert was confirmed.

In your opinion, how much does a U2 concert, or concerts in general, contribute to tourist consumption in the city where it is taking place? I do not think there is a simple answer to this question. It is our estimate that the U2 concert brought Zagreb €8,000,000 indirectly. I do not know whether this number is completely accurate, but I am sure that the City of Zagreb and its tourist community would have benefited more if the tourist workers made more efforts to prepare themselves for the concert.

What kind of band demands do concert organisers encounter? Do you remember any bizarre requests? We have never experienced any bizarre requests from the performers we have worked with. Everything that is reported in the

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If you are referring to big indoor concerts, the only candidates are once again Zagreb and Belgrade as they are the only ones with quality enough halls where such concerts can be held.

What do you think about the bands from postYugoslav countries? Is there a band with potentional for big musical spectacles? What Bijelo Dugme doing a few years ago certainly cannot be described as big musical spectacles. In order to have a true musical spectacle, one has to have not only an appropriate band, music venue and audience, but also a quality sound system, lighting, video – to put it briefly, quality production. Domestic performers do not rely on professional promoters, as they believe that their management can handle everything. In other countries, things are different. There you will not see any distinctions between domestic and foreign performers when it comes to technical and production requirements. In other words, until that changes, and it probably never will since


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he Lupa Group includes five companies that operate in the said countries. Lupa Entertainment Group opened its office

in Belgrade in 2007, while the office in Ljubljana was opened in 2008. Lupa entered the world of music and entertainment in 2005 by organising concerts by The Prodigy, Steve Vai, the Budapest Gypsy Symphony Orchestra, Randy Crawford, etc. At the beginning of 2006, Lupa Entertainment Group booked everybody is very "sensitive" to money, I guess no band from the post-Yugoslav countries will be able to hold top-notch concerts that could be compared to U2 or Madonna's concerts. Not even close.

the exhibition of the world's most famous doll, Barbie, called The Wonderland of Barbie and Lego. The exhibition was very successful. In February 2006, Lupa Promotion became a member of the ILMC – International Live Music Conference. The ILMC is an international organisation that brings together the most successful concert organisers, promoters, bookers, agents and managers. Lupa continued with its success in 2006 by organising events such as Goran Bregović's opera, Carmen and concerts by Shakira, Simply Red, Pearl Jam, Brian Adams and Pink. In the meantime, Lupa Promotion became a local partner of the world's largest promoter organisation, LIVE NATION, which promotes some of the world's biggest tours, including those by Madonna, U2, AC/DC, Shakira, Celine Dion, Bruce Springsteen and many others. 2007 was a year of excellent projects such as the Imperial Russian Ballet – Bolero and Carmen, Zucchero, Dream Theater, Tool, Muse, Robert Plant, Joe Cocker and Deep Purple. In 2008, Lupa Promotion undertook intensive operations on the Serbian and Slovenian market where it organised concerts held by Mark Knopfler, Lenny Kravitz, Queen with Paul Rodgers (Belgrade), Massive Attack, RBD and Jean Michel Jarre (Ljubljana). At the time, Lupa's sales in Croatia were reaching record levels, owing to the concerts by Gogol Bordello in the Factory (Tvornica), Mark Knopfler in the Hall of Sports (Dom Sportova), Lenny Kravitz in Zadar, Iron Maiden in Split and the Budapest Gypsy Symphony Orchestra in Zagreb and Zadar. According to announcements, 2009 will be even more successful as spectacular appearances by U2, Depeche Mode, Beyonce, Nightwish, Simply Red, Massive Attack, Tom Jones and many others are expected. Lupa Entertainment Group covers key activities that are essential for concert organisation – booking, promotion, ticketing, production and accounting. Lupa Promotion is the only Croatian company that is able to perform said activities without outsourcing them. Such an approach greatly reduces costs of the promoter and foreign partners, setting high standards in the promotion industry. www.lupapromotion.hr

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EIBTM 2009

Prihodnost tehnologije v industriji srečanj

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a zelo priljubljenih vsakodnevnih tehnoloških uricah (Technology Hour) se bodo na poslovni borzi EIBTM 2009 ukvarjali z ustvarjalnostjo, inovacijami, generacijo Y, vplivom družabnih omrežij in prihodnostjo tehnologije v industriji srečanj. Tehnološke urice, ki bodo potekale pod sponzorstvom SpotMe (www.eibtm.com/techhour), bodo potekale vsak dan med 1. in 3. decembrom ob 13. uri v kongresnem centru Fira Gran Via, Barcelona, kjer bodo mednarodni strokovnjaki osvetlili nenehno spreminjajoč se razvoj, trende ter nove tehnološke izdelke in storitve, ki so na voljo industriji srečanj. Prva tehnološka urica bo v torek, 1. decembra, poskušala sestaviti nakupovalni seznam najbolj vročih tehnoloških izdelkov za leto 2010, ki pa ne bodo podrli našega proračuna. Vodila jo bosta Samuel J. Smith, tehnološki svetovalec in urednik, Interactive Technology Blog, ter Rudd Janssen, strokovnjak za trženje, ©TNOC. Udeležencem bosta pokazala, kako sestaviti nakupovalni seznam novih tehnoloških orodij, ki jih bodo lahko uporabljali na prihodnjih dogodkih. Srečanje bo povezoval Maarten Vanneste, predsednik Meeting Support Institute. Samuel J. Smith je o tem srečanju dejal: »Energija in navdušenje, ki obdajata tehnologijo za dogodke na poslovni borzi EIBTM, sta neverjetna. Zadnjih nekaj mesecev sem pregledoval nova tehnološka orodja in ugotavljal, kaj deluje in kaj ne. Na EIBTMovi tehnološki urici bomo govorili o posameznih rečeh s tega nakupovalnega seznama.« Generacija Y, najmlajši člani industrije srečanj, in pomen, ki ga imajo s svojim vplivom na tehnologije, ki se uporabljajo danes in ki se bodo uporabljale tudi v prihodnje – s temi temami se bo ukvarjala razprava v sredo, 2. decembra. Kako želi ta nova

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generacija to tehnologijo uporabljati? Katere tehnologije jih bodo motivirale, da se udeležijo določene konference oziroma dogodka? Bo elektronska pošta zastarela podobno kot poštni golob ali Morsejeva abeceda? Ta seminar bodo vodili Rob Davidson, višji predavatelj poslovnega turizma na Univerzi Westminster, Corbin Ball CMP, predsednik Corbin Ball Associates in Laurent Haug, konferenca LIFT, povezoval pa ga bo Martin Sirk, ICCA. V sredo, 2. decembra, se bo tehnološki seminar nadaljeval ob 14.05, ko bodo imeli udeleženci priložnost spoznati zmagovalca letošnjega tekmovanja WorldWide Technology Watch, ki bo predstavil kratek pregled zmagovitega tehnološkega izdelka za industrijo srečanj. S tem prestižnim tekmovanjem, na katerem prijavljene izdelke z vsega sveta ocenjuje ocenjevalna komisija mednarodno priznanih strokovnjakov, poskuša poslovna borza EIBTM vsako leto najti najnovejši in najbolj inovativen tehnološki izdelek, namenjen uporabi v industriji srečanj. Na zadnji tehnološki urici, ki bo potekala v četrtek, 3. decembra, bo Corbin Ball, CMP, Corbin Ball Associates, podal pregled trenutnih trendov družabnih medijev, ki se udeležencem pomagajo prebiti skozi tehnološki labirint in spoznati, kateri izdelek bo v letu 2010 najbolj vroč. Pred poslovno borzo EIBTM, med njo in po njej lahko objavam Corbina Balla sledite tudi na Twitterju (oznaka – hashtag: eibtm09). Tehnološke urice bodo potekale v konferenčnem centru v sobi 4.2, rezervacije pa niso potrebne. Kljub temu priporočamo, da pridete čim prej in tako zasedete prosta mesta. Na torkovem srečanju bo interaktivno glasovanje zagotavljalo podjetje IML (www.imlworldwide.com), v sredo in četrtek pa SpotMe (www.spotme.com). Profile govorcev, fotografije, njihova mnenja o tehnološki urici in vse podrobnosti v zvezi s seminarji ali druge podatke o tehnoloških uricah poslovne borze EIBTM lahko najdete na www.eibtm.com/ techhour. Predprijave za poslovno borzo EIBTM 2009 so možne na spletnem naslovu www.eibtm.com/register.


eibtm

Where The World Meets

The Global Meetings & Incentives Exhibition Fira Gran Via, Barcelona, Spain

1 - 3 December 2009

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EIBTM 2009

The future of technology in the meetings industry

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reativity, innovation, Generation Y, the impact of social media and the future of technology in the meetings industry are to be tackled at EIBTM 2009 through the event’s popular daily Technology Hour sessions, sponsored by SpotMe (www.eibtm.com/techhour). With a lineup of international experts, the provocative and challenging sessions will take place at 1pm each day from December 1st to 3rd at Fira Gran Via, Barcelona, highlighting the ever shifting developments, trends and new technological products and services available to the industry. The first technology hour session on Tuesday, December 1st, delves into the 2010 shopping list highlighting the hottest new technology products that ‘won’t break the budget’. Led by Samuel J. Smith, Technology Consultant & Editor, Interactive Technology Blog and Rudd Janssen, Marketing Entrepreneur, ©TNOC, participants will be shown how to build a shopping list of new technology tools that can be used at future events. Maarten Vanneste, President, Meeting Support Institute will moderate the session. Commenting on this session, Samuel J. Smith says: “The energy and enthusiasm surrounding event technology at EIBTM is amazing. Over the past months I have been reviewing the new tech tools and finding out what works and what doesn’t. We are going to talk about the items on that shopping list in the EIBTM Technology Hour.”

The technology focus on Wednesday, December 2nd, continues at 2:05pm with the opportunity to meet the winner of this year’s EIBTM WorldWide Technology Watch (delete winner), who will present a short overview of their winning technology product for the meetings industry. Each year, EIBTM seeks to find the latest, most innovative technology product for the meetings industry through this prestigious competition, in which entries from around the world are judged by an international industry expert panel. The final Technology Hour session on Thursday, December 3rd, sees Corbin Ball, CMP, Corbin Ball Associates reviewing the current social media trends, helping participants through the technology maze and identifying what’s hot for 2010. Follow Corbin Ball’s updates pre, during and post EIBTM on Twitter hashtag: eibtm09 Taking place in Conference Centre Room 4.2, there is no need to book for any of the technology sessions. However, it is advised that participants arrive early, as seats are allocated on a first-come, first-served basis. Interactive voting will be provided by IML (www.imlworldwide.com) during the Tuesday session and by SpotMe (www.spotme.com) during the Wednesday and Thursday sessions. EIBTM Technology Hour speaker profiles, photos, their thoughts about the sessions, full seminar details and other information on EIBTM’s Technology Hour can be found at www.eibtm.com/ techhour. Pre-registration for EIBTM 2009 is available at www. eibtm.com/register.

Generation Y – the youngest members of the meetings industry – and the importance they play in affecting what technologies are being used now and in the future, will be tackled in the showcase debate on Wednesday, December 2nd. How does this new Generation want technology to be used? What technologies will motivate them to attend conferences and events? Will email become as quaint as the carrier pigeon or Morse Code? Rob Davidson, senior lecturer in Business Travel and Tourism, University of Westminster; Corbin Ball CMP, President, Corbin Ball Associates and Laurent Haug, LIFT Conference, will lead this session, moderated by Martin Sirk, CEO, ICCA.

Grand Hotel Bernardin***** Winter Meeting package: 125,00€ person/day including accommodation, buffet breakfast, room hire, 2 coffee breaks, lunch, tourist tax and VAT. Valid till 15.03.2010. Hoteli Bernardin d.d., Portorož, Obala 2, 6320 Portorož, Slovenia • T: +386 5 695 0000, F: +386 5 6746 410 • e: booking@h-bernardin.si , www.h-bernardin.si

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Mala šola organizacije dogodkov

Skrbne priprave na dogodek Ko so določene osnovne značilnosti dogodka – njegova okvirna vsebina in namen, kraj in čas ter izvajalec, ki bo poskrbel za kakovostno uresničitev, se lotimo temeljitih in pogosto dlakocepsko natančnih priprav na dogodek, ki so ključ do uspešne izvedbe. Časovna organizacija priprav na dogodek Najprej je potrebno priprave »razkosati« na več manjših, jasno opredeljenih nalog in jih razvrstiti v smiselno zaporedje, da ne bi izgubljali dragocenega časa. Nato določimo (okvirne) datume za njihovo izvedbo: rok za pripravo strokovnih vsebin srečanja, rok za oddajo materialov v tiskarno, datum pošiljanja najav in vabil, rok potrjevanja udeležbe ... Določimo si tudi »kontrolne« datume, ko opravimo pregled stanja (ne)realiziranih dejavnosti. Misliti je potrebno na vse podrobnosti, predvideti morebitne zaplete in si pripraviti »plan B«. Zelo pomembno je, da pazimo tudi na roke, ki nam jih je določil izvajalec (rok za potrditev števila udeležencev, rok za odpovedi in spremembe naročil gostinskih vsebin, zadnji dan, ko je še mogoče sporočiti morebitne spremembe ...). Ti roki, skupaj z vrsto drugih pomembnih podrobnosti, sodijo med »splošne pogoje poslovanja«, ki jih večina kvalitetnih ponudnikov pošlje ob potrditvi naročenih storitev. Prekoračitev rokov ali neupoštevanje ostalih navodil nas lahko zelo drago stane.

Vabilo – prvi vtis o dogodku Na število udeležencev vpliva pravočasno pošiljanje vabil. Za srečanja, pri katerih je potrebno, da udeleženci potrdijo svojo udeležbo ali se od njih celo pričakujejo vsebine, ki so del dogodka, je potrebno vabila pošiljati prej kot običajno. Velike, zelo pomembne dogodke pa lahko predhodno tudi najavimo – obvestimo morebitne udeležence, da lahko pričakujejo vabilo, šele nato jim pošljemo tudi »pravo« vabilo. Vabila so praviloma klasična: tiskana in poslana po pošti v kuverti. S pojavom elektronske pošte so bila nekaj časa v modi tudi vabila v elektronski obliki, ki pa jih je zaradi poplave nezaželjenih sporočil vedno manj. Smiselna je kombinacija obojega: uradno vabljenje po pošti in potem ponovno opominjanje po elektronski pošti. Ko sestavljamo vsebino vabila, moramo paziti, da smo razumljivi in nedvoumni. Nujno moramo napisati datum dogodka in kraj, ki naj bo čim bolj natančno določen. Tudi namen srečanja naj bo jasno izražen: ali gre za družabni dogodek, strokovno srečanje ali komercialno predstavitev proizvoda. Zaželjeno je, da se navede, za koliko oseb velja vabilo (za družabne dogodke praviloma velja za dve osebi, za strokovne pa le za naslovnika). Ob družabnih dogodkih je primerno napisati tudi »dress code« – predpisan slog oblačil. Če želimo, da vabljeni potrdijo udeležbo, moramo navesti način potrjevanja z natančnimi roki. Vabilo pa ni le najava dogodka, ampak je obenem odlična možnost promocije; kratka, a zelo učinkovita predstavitev našega znanja in idej. Njegov izgled naj bo zato domiselen in privlačen – drugačen od množice podobnih, ki jih dobivamo vsak dan!

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Vesna Lešnik se s turizmom ukvarja že dvajset let. Prvih deset let je delala v zdravilišču Topolšiča, pet let v Kranjski investicijski družbi in zadnja tri leta kot vodja kongresnega centra v Hotelu Mons. Gradbinka po izobrazbi, ki sicer nikoli ni delala v gradbeništvu, se je turizmu predala v celoti in opravila tudi vrsto strokovnih izpopolnjevanj doma in v tujini. Je nasmejana in optimistična mati treh otrok, ki zase pravi, da turizem živi, ne dela.

Sestavljanje liste povabljencev Če smo mi tisti, ki izbiramo, koga bomo povabili, je potrebno skrbno sestaviti seznam. Paziti moramo, da koga ne izpustimo, saj je velikokrat že vabilo samo za naslovnika dovolj velika pozornost, da si nas bo zapomnil, čeprav se dogodka ne bo udeležil. Zelo težko je natančno napovedati, koliko gostov se bo v resnici udeležilo našega dogodka, saj na število vpliva več dejavnikov: dan v tednu (več


udeležencev lahko pričakujemo v četrtek kot v petek), morebitni drugi dogodki s podobno vsebino, vsebina sama … Če je že vnaprej znano, da se bo dogodka udeležila vplivna oseba iz družabnega ali političnega življenja, bo gostov več. Tudi brezplačna pogostitev, ki jo obljubimo že v vabilu, ali pa morebitno darilo, bo povečalo število udeležencev. Računati moramo tudi na goste, ki iz različnih razlogov ne potrdijo udeležbe, pa vseeno pridejo. Ob zahtevnejših dogodkih lahko goste prosimo, da od prihodu pokažejo vabilo in se s tem izognemo neljubim obiskovalcem. Priporočljivo je voditi evidenco gostov, ki so prišli, da se jim kasneje lahko zahvalimo za obisk, saj vseh zagotovo ne bomo uspeli osebno pozdraviti.

Vse materiale, ki jih bomo potrebovali na dan dogodka, je potrebno pripraviti daleč vnaprej; pri postavljanju rokov je priporočljivo imeti dan ali dva rezerve, saj se pri tehnični pripravi rado kaj »zatakne«. Vse tehnične vsebine je potrebno večkrat preverjati: prepričati se moramo, da ne prinesemo praznega CD-ja za prezentacijo izdelka preko velikega ekrana in da smo na spominski ključ res shranili potrebne informacje; vedno je potrebno imeti pri sebi varnostno (»back up«) verzijo vsega, kar potrebujemo. Zelo pomembno je tudi, da se sproti usklajujemo z izvajalcem in ga seznanjamo z vsemi novostmi.

Zadnji dan pred dnevom D

Murphyjev zakon Vsi poznamo Murphyjev zakon: če gre kaj lahko narobe, bo tudi šlo. To še toliko bolj velja za kompleksne dogodke, pri katerih osnovni namen srečanja podkrepimo z dodatnimi strokovnimi ali komercialnimi vsebinami (elektronske predstavitve, projekcije, filmi, plakati, zastave …). Te spremljevalne dejavnosti pripomorejo k uspešnosti dogodka, a s seboj prinesejo tudi veliko potencialnih nevarnosti. Tem se moramo izogniti, če želimo pokazati svojo profesionalnost in odgovornost.

Če smo ravnali v skladu z zgoraj opisanimi navodili, se nam tik pred velikim dogodkom ne bo potrebno zanašati na improvizacijo. Pravočasna, skrbna in strokovna priprava nam namreč zagotavlja, da se lahko na »veliki dan« sproščeno posvetimo našim gostom, ne pa težkemu in napornemu organiziranju v zadnjem trenutku. Vesna Lešnik Hotel Mons, vodja kongresnega centra vesna.lesnik@hotel.mons.si www.hotel.mons.si

M E E T A D R I A D M C

G r o u p

w w w. m e e t a d r i a . n e t

www.intours-mice.si

www.dubrovniktravel.com

www.talas-m.cg.yu

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Preschool of Event Organisation

Meticulous Event Preparations When the principal characteristics of an event have been determined – its framework content and purpose, along with the place and time and the contractor who will see to its quality implementation – we need to start with thorough and often even hair-splitting details of event preparation, which are of key importance for successful implementation. Schedule of Event Preparations The preparations need to be broken up into several smaller and clearly defined tasks first and then organised into a sensible sequence so precious time is not lost. Next, the (framework) dates for their implementation need to be determined: deadline for the preparation of the meeting’s expert content, deadline for submitting material to the printer’s office, deadline for sending out announcements and invitations, deadline for RSVPs, etc. We also need to set control dates, i.e. when a review of (un)realised activities is planned. Each detail needs to be carefully considered and potential complications foreseen along with a good plan B scenario. It is very important to observe the deadlines set by the contractor (deadline for confirming the number of attendees, deadline for cancellations and changes of catering orders, the last day when any eventual changes may still be made, etc.) Along with a number of other important details, these deadlines are part of the general terms of operation, which the majority of good providers send upon confirmation of the ordered services. Missing these deadlines or failure to observe other instructions might cost us a pretty penny.

Invitation – the Event’s First Impression The number of participants is greatly influenced by the invitations being sent out on time. Invitations need to be sent out earlier than usual if we are dealing with meetings for which an RSVP is required or if participants are expected to contribute to the content. The bigger and more important events can even be announced ahead of time. We can notify the potential participants that they can expect to receive an invitation and send a real invitation later. Invitations are usually conventional: printed and sent enveloped by ordinary mail. For a short time, email caused the popularity of electronic invitations, but due to the flood of junk email, they are becoming less popular. It is often sensible to employ a combination of both: official invitations sent out by mail followed by reminders by email. When preparing an invitation, we need to make sure that the contents are clear and unequivocal. The invitation must include the place and date of the event, which need to be specified as clearly as possible. The same applies to the purpose of the event - a social event, expert meeting or commercial product presentation. It is desirable for the invitation to declare how many people to which it is addressed (for social events, the invitation is usually for two people, while for professional meetings, it is only for the addressee). It is also appropriate to address the dress code if the invitation is for a social event. If we wish for the guests to confirm their attendance, the manner of response and exact deadlines need to be stated. An invitation is not only a notice about the event, but is also an excellent opportunity for promotion, a brief yet very effective way of presenting our knowledge and ideas. Its appearance should therefore be creative and attractive and different from the numerous similar invitations received every day.

Drawing up the Guest List If we are the ones choosing whom to invite, the guest list needs to be carefully prepared. We have to make sure not to leave anyone out, as a mere invitation to an event is often reason enough for the addressee to remember us even if they will not attend the event. It is very difficult to exactly predict the number of guests actually attending the event, as this number is influenced by several factors: the day of the week (we can expect more participants on

Vesna Lešnik has been in tourism for twenty years. For the first ten years, she worked at Terme Topolščica, for five years at Kranjska investicijska družba and for the last three years, she has been working as Manager of the Hotel Mons Congress Centre. Coming from the civil engineering sector, she never worked in the industry that she studied, but poured her heart and soul into tourism and attended numerous professional training programmes both at home and abroad. She is a positive and optimistic mother of three who says that she is living tourism and not working in it.

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a Thursday than on a Friday), eventual other events with similar content, the content itself, etc. If we know beforehand that an influential social or political figure is going to attend the event, the number of guests will undoubtedly be higher. Free catering, which is promised in the invitation itself, or an eventual gift will also increase the number of participants. We must also consider the guests who do not confirm their attendance for whatever reason but, nevertheless, come to the event. With more demanding events, we can ask the guests to show their invitation upon arrival and thus avoid any unwanted visitors. It is recommended that the event have a guest book so as to know who attended and to be able to thank them afterwards, as we will undoubtedly not be able to greet all of them in person.

Murphy’s Law We all know Murphy’s Law: if anything can go wrong, it will. This is even more true for complex events whose principle purpose is enhanced by additional expert or commercial content (electronic presentations, projections, films, posters, flags, etc.) These accompanying activities contribute to the event’s success, but also represent several potential threats that need to be avoided if we wish to show our professional and responsible nature.

All materials that will be needed on the day of the event should be prepared early and, when determining deadlines, a day or two for backup are advisable, as things tend to get complicated when it comes to technical preparations. All technical content needs to be checked and rechecked: we need to make sure that we do not bring an empty CD for the product’s big screen presentation, that the memory stick really does contain all the required information, and we always have to keep a backup copy of everything we need on hand. It is also imperative to constantly harmonise matters with the contractor and notify them about all the novelties.

The Day before D-Day If we have done everything that we described so far, we will not be forced to improvise moments before the event. Timely, careful and professional preparation is a guarantee that when the big day comes, we can devote our attention to our guests and not to the difficult and tiresome matters of last-minute organisation. Vesna Lešnik Hotel Mons, Congress Centre Manager vesna.lesnik@hotel.mons.si www.hotel.mons.si

Make your meetings and events more profitable It has never been more important to maximise the value of your events. The one-day European Event ROI Institute course: Event Planning and Evaluation Using the ROI Methodology, held at various locations across Europe, will show you how to measure the return on investment of your meetings and events – and make them more effective. Find out more and sign up for a course at www.eventroi.org

The European Event ROI Institute was founded in 2005 with the mission to help companies improve the value of their meetings and events.

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Primeri dobre prakse

Škodin Yeti prvič predstavljen v Sloveniji Naslov dogodka: Škoda Yeti World Press Launch 2009 Naročnik: Škoda Auto / All About Live Com Izvajalec: Intours DMC V Sloveniji se je med 8. in 18. junijem odvijal izjemno pomemben mednaroden dogodek – svetovna predstavitev novega Škodinega modela Yeti. V obdobju dveh tednov je na letališču Jožeta Pučnika Ljubljana pristajalo med sedemdeset in sto avtomobilističnih novinarjev na dan. Prihajali so iz vseh evropskih držav, Kitajske, Indije in Avstralije – skupaj jih je bilo več kot sedemsto.

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Predstavitve novih modelov avtomobilov veljajo morda za najvišjo stopničko v MICE poslih, predvsem zaradi občutljivosti samega dogodka, mednarodne odmevnosti in izjemno širokega spektra storitev, vključenih v dogodek. Zahteve in pričakovanja naročnika so vrhunska kvaliteta storitev, organizacija brez najmanjšega spodrsljaja, optimalna logistika in zanesljiv kader. Zato avtomobilski proizvajalci večinoma izbirajo »preizkušene« destinacije Italijo, Španijo, Portugalsko, Francijo ... Pri Škodi Yeti je bilo na srečo drugače. V Intoursu smo med vsemi povabljenimi DMC-ji (več kot petindvajset v desetih državah) najbolje razumeli želje naročnika in bili s svojim znanjem in izkušnjami sposobni pripraviti najboljšo ponudbo in tudi najprimerneje predstaviti projekt. Tako smo »premagali« za ta dogodek konkurenčne destinacije Islandijo, Norveško,


Švedsko, Nemčijo, Švico ... Naša predstavitev v PowerPoint-u je obsegala več kot 150 diapozitivov. Postopek izbire je bil dolgotrajen, odločala je cela vrsta malenkosti. Pripraviti smo morali ponudbe za več kot 140 različnih storitev. Po dokončni potrditvi pa nam je ostal za pripravo na voljo le dober mesec dni. Pred začetkom dogodka so nas odgovorni iz Škode obiskali le dvakrat, številne rešitve je bilo potrebno poiskati s pomočjo osebne presoje in iznajdljivosti.

Pohvale so deževale, za nekatere od novinarjev je bil to »best ever car launch«. Bistveno za pridobitev dogodka je bilo naslednje: 1.

Zagotovitev primernega hotela na primerni lokaciji; naročnikova želja je bila, da je hotel primerno lociran, ravno prav velik in čim bolj ekskluzivno rezerviran samo za ta dogodek. Na koncu je bil izbran Hotel Mons, čeprav je bila zelo dolgo v igri tudi Kranjska Gora. Oboji so se izredno potrudili v času priprave, v Hotelu Mons pa seveda tudi v času izvedbe dogodka.

2.

Izbor primerne trase za testne vožnje in »off road« poligona; uspeh takšnega dogodka je bistveno odvisen prav od te priprave.

In vendar je uspelo! Na veliko zadovoljstvo novinarjev, Škode, marketinške agencije, Porscheja Slovenija in seveda naše agencije, se je dogodek odvijal vrhunsko, tekoče in brez najmanjših zapletov.

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Škoda Yeti je SUV in temu primerna je morala biti testna trasa. Pripravili smo več različic v različnih predelih Slovenije. Naslednji izziv je bil primeren poligon za »off road« vožnje. Takšnih poligonov pri nas ni veliko in kot se je kasneje izkazalo, smo izbrali in primerno pripravili skorajda idealnega. Strokovnjaki iz Škode in kasneje tudi novinarji so bili nad izborom trase in poligona navdušeni. 3.

Izbor lokacije za kosilo; od ponujenih lokacij je bila na koncu izbrana Vila Bled, predvsem zaradi zagotovitve ekskluzivnosti, primerne velikosti, lepe okolice in Bleda samega. Ponudba kosil in postrežba je bila vrhunska in deležna pohval.

4.

Izbor primerne lokacije za sprejem novinarjev; tudi tukaj je bilo v izboru več lokacij, na koncu se je zaradi logistike in komunikacije za najbolj primerno izkazalo novo parkirišče

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na letališču J. Pučnika, kjer je bil organiziran sprejem za novinarje in nato tudi predaja avtomobilov za testne vožnje. Za izvedbo dogodka so bili poleg vseh vpletenih na navedenih lokacijah zelo pomembni tudi asistenti oz. t.i. »helping hands« ter hostese, ki so skrbeli za sprejem in prevoz gostov, prevoze avtomobilov med lokacijami in podobno. To je bil pravzaprav del projekta, ki smo se ga najbolj bali. Potrebovali smo jih kar dvainpetdeset, morali so biti na voljo tri tedne, govoriti tuje jezike, biti sposobni komunicirati z ekipo Škode in marketinško agencijo in tudi sicer primerni za takšno delo. Celoten proces, od začetka iskanja preko izbora in briefingov, je bil zelo zahteven. Izkazalo se je, da so bili naš izbor, kontrola in navodila pravilni. Zahtevna in pomembna je bila tudi izvedba cateringa na letališču in na »off road« poligonu, kjer je Hiša Kulinarike


Jezeršek vrhunsko opravila svoje delo. Ena od ključnih potez za uspeh dogodka je bilo pravilno vodenje – uporabili smo vertikalni sistem petih področnih vodij s porazdeljeno odgovornostjo in s pravilno potjo komunikacije – predaja naročil, poročanje in obračun. Poleg tega je bilo med dogodkom s strani Škode prisotnih petintrideset oseb, s strani marketinške agencije pa sedemindvajset. Skupaj je torej za izvedbo dogodka skrbelo okoli stodeset oseb, kar pove vse o kompleksnosti dogodka.

Promocijski vidik premalo izkoriščen To je bila šele druga pomembna predstavitev novega avtomobila, ki se je odvijala v Sloveniji. Po svoje je to razveseljivo, kajti vendar se je nekaj premaknilo in zgodilo

tudi pri nas (in to zelo uspešno), po drugi strani pa redkost takšnih dogodkov kaže na to, da Slovenije še ni na zemljevidu zanimivih destinacij za tovrstne predstavitve, čeprav ima zanje dovolj atributov. Dogodek je imel velik ekonomski (prihodki za hotele, letališče, catering družbo, asistente, Adrio Airways in vse ostale, ki so nudili storitve) in promocijski vidik. Žal pa menimo, da ta ni bil izkoriščen. Skoraj osemsto tujih novinarjev ni bil zadosten razlog, da bi se dogodek s strani pristojnih institucij izkoristil v promocijske namene. Upamo, da bo ob prihodnji priložnosti bolje. www.intours-mice.si

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Good Practice Case Studies

Škoda Yeti Launched in Slovenia Event Title: Škoda Yeti World Press Launch 2009 Client: Škoda Auto / All About Live Com Contractor: Intours DMC From June 8th to 18th, Slovenia hosted an exceptionally important international event – the World Press Launch of Škoda Yeti. In a period of two weeks, the Jože Pučnik Ljubljana Airport saw the landing of some seventy to one hundred motoring journalists per day coming from all over Europe, from China, India and Australia – in total more than seven hundred journalists.

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Launches of new car models are considered to be the highest level of MICE events, especially due to the sensitivity of the event, international media coverage and the extensive array of services accompanying the event. The client demands and expects a high level of service, flawless organisation, optimum logistics and reliable staff. For this reason, car manufacturers mostly choose the “tried and tested” destinations such as Italy, Spain, Portugal or France. For Škoda Yeti, they fortunately decided otherwise. From all the invited DMCs (more than twenty-five from ten countries), Intours had the best understanding of the client’s requirements and we were prepared to use our experiences and expertise to prepare the best offer and to preset the project in the best way. This is why we “beat” competitive destinations such as Iceland, Norway, Sweden, Germany, Switzerland, etc.


Our PowerPoint presentation consisted of over 150 slides. The selection procedure was lengthy and a number of details were the deciding factors. We had to prepare offers for more than 140 different services. After final confirmation, we only had about a month for preparations. Prior to the event, Škoda’s people visited us only twice and numerous solutions had to be found by means of personal judgement and ingenuity.

1.

Assuring an appropriate hotel at an appropriate location. The client wished for the hotel to be appropriately located, of just the right size and to the highest possible extent, booked exclusively for this event. We chose Hotel Mons even though Kranjska Gora was also an option for a while. Both did an excellent job during the preparations, while Hotel Mons of course also during the event itself.

And Yet, We Made It!

2.

Choosing an appropriate test drive track and an off-road course – the success of such an event depends greatly on these preparations. The Škoda Yeti is an SUV and the test track had to be appropriate for sport utility vehicles. We prepared several versions in different parts of Slovenia. The next challenge was the appropriate off-road course. There are not many off-road courses in Slovenia and as it later turned out, we

Much to the satisfaction of journalists, Škoda, the marketing agency, Porsche Slovenia and of course our agency, the event went smoothly and flawlessly. Journalists were full of praise and for some this was “the best ever car-launch”. The fundamental points for winning this project were:

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chose and correctly prepared one that was almost ideal. Experts from Škoda and later also journalists were thrilled with the chosen track and course. 3.

Choosing the right location for lunch. From the offered venues, we finally chose Vila Bled, specifically as it was able to guarantee exclusivity, it was of the appropriate size and located in the beautiful nature of Bled. The offered menus and service were of the highest quality and received nothing but praise.

4.

Choosing an appropriate location for the reception of journalists. Again several venues were considered, but due to logistics and communication, the new parking lot at the Jože Pučnik airport was deemed to be the most appropriate. Here, we organised the reception for the journalists and

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handed them the cars for test drives. The successful implementation of the event depended not only on the people at these venues but also on the assistants or helping hands and hostesses in charge of receiving the guests, their transportation, the transportation of cars between individual locations and similar. This was actually the part of the project that we feared most. We needed fifty-two such people who had to be available for three weeks, be fluent in foreign languages, be able to communicate with Škoda's team and the marketing agency and, above all, be the appropriate choice for such line of work. From the very beginning, the entire process from the selection procedure to briefings was a demanding task. It turned out that our choice, monitoring and instructions, were correct. Another demanding and important task was the catering


organised at the airport and at the off-road course where Hiša Kulinarike Jezeršek did an outstanding job. One of the key factors to the success of the event was correct management. We used a vertical system of five field managers with divided responsibilities and the right communication path – submitting orders, reporting and calculation. In addition, there were thirty-five people from Škoda and twenty-seven from the marketing agency present at the event. This means that a total of about one hundred and ten people saw to the implementation of the event, which clearly shows its complexity.

place in Slovenia. In a way, this is a welcome fact, as it means that something is happening in Slovenia as well (and very successfully for that matter). On the other hand, the scarcity of such events indicates that Slovenia has not yet positioned itself on the map of interesting destinations for such launches even though it does have the necessary features.

Promotional Aspect Underutilised

The event had a substantial economic (revenue generated for hotels, the airport, catering, assistants, Adria Airways and all other service providers) and promotional aspect. Unfortunately, we feel that it was underutilised. Almost eight hundred foreign journalists were not reason enough for the competent institutions to use this event for promotional purposes. We hope they will do better when they get the next opportunity.

This was only the second important launch of a new car taking

www.intours-mice.si

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Primeri dobre prakse

Evropske parlamentarne volitve Naslov dogodka: Novinarsko središče ob volitvah v Evropski parlament Naročnik: Urad Vlade Republike Slovenije za komuniciranje Izvajalec: Gospodarsko razstavišče Urad Vlade Republike Slovenije za komuniciranje je med tremi usposobljenimi centri za novinarsko središče že drugič izbral Gospodarsko razstavišče (GR). GR je 21. septembra lani gostil novinarsko središče za spremljanje slovenskih volitev v državni zbor, 7. junija letos pa volitve v Evropski parlament. Osrednji dogodek, neposredno spremljanje rezultatov volitev, je potekal v Marmorni dvorani. Ta prostor ima v neposredni bližini niz podpornih manjših prostorov, ki jih je mogoče poljubno uporabiti kot pisarne, konferenčne sobe ali prostore za druženje in gostinske storitve. Novinarsko središče je bilo opremljeno s sodobno tehnično opremo, kot jo zahtevajo standardi, od telefonskih in internetnih priključkov prek optične povezave, ki omogoča kakovostne prenose podatkov, do brezžičnega interneta, ozvočenja, prikaza TV slike na monitorjih v vseh razpoložljivih prostorih, simultanega prevajanja ipd.

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Za spremljanje volitev je bilo akreditiranih nekaj več kot 350 domačih in tujih novinarjev, fotoreporterjev in tehnikov. Gospodarsko razstavišče je zlahko dostopno, umeščeno v središču mesta, v neposredni bližini je več hotelov, ima pa tudi sto VIP parkirnih mest na ploščadi znotraj centra, 1500 ob njem ter pet garažnih hiš s preko 2000 parkirnimi mesti v bližnji okolici. Lokacija GR oziroma prostorska razporeditev centra omogoča dobro varovanje. Z Urada Vlade RS za komuniciranje so po dogodku v svoji zahvali navedli, da se je profesionalnost, organiziranost in prizadevnost ekipe GR pri vzpostavitvi in delovanju novinarskega središča izkazala v izjemno uspešni izvedbi dogodka, da je bilo izrečenih ogromno pohval in priznanj, tako s strani predstavnikov medijev kot tudi gostov v novinarskem središču, vse to pa je nedvomno pripomoglo k uspešnemu medijskemu poročanju o volitvah. Zahvaljujoč strokovnosti ekipe GR je bilo brezhibno poskrbljeno tako za najbolj osnovno pomoč uporabnikom kot tudi za še tako zahtevne tehnične podrobnosti. Gospodarsko razstavišče je zaradi številnih prednosti primeren center za organizacijo kateregakoli poslovnega dogodka. www.gr-sejem.si


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Good Practice Case Studies

Elections to the European Parliament Event Title: Press Centre for the 2009 EP Elections Client: Government Communication Office Contractor: Ljubljana Exhibition and Convention Centre Among three centres qualified to be used as press centres, the Government Communication Office, again, chose the Ljubljana Exhibition and Convention Centre. Assembly on September 21st of last year and on June 7th of this year, it hosted the press centre for the 2009 Elections to the European Parliament. The central event, live coverage of election results, was organised in Marmorna Hall. This multipurpose hall is complemented by a number of smaller rooms that can be used as offices, conference rooms or rooms for entertaining and hosting receptions. The press centre was equipped with stateof-the-art technical equipment as required by all standards, from telephone to Internet connections to optical connections enabling high performance data transfer and wireless internet connections, a sound reinforcement system, display of TV image on screens in all rooms, simultaneous interpreting, etc.

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There were over 350 foreign and domestic journalists, press photographers and technicians accredited for the event. The Ljubljana Exhibition and Convention Centre is easily accessible and located in the very centre of Ljubljana with several hotels in its direct vicinity. It has one hundred VIP parking places on the platform within the centre, 1,500 next to the centre and five car parks with over 2,000 parking places in its proximity. The location of the Ljubljana Exhibition and Convention Centre and its spatial arrangement enable the implementation of good security measures. In its thank-you note following the event, the Government Communication Office said that the professional attitude, good organisational skills and assiduousness of the Exhibition and Convention Centreâ&#x20AC;&#x2122;s team in the setting up and operation of the press centre have resulted in an exceptionally successful implementation of the event and that many words of praise were heard by both media representatives and guests in the press centre. All this undoubtedly contributed to successful media coverage of the elections. The professional competence of the Exhibition and Convention Centreâ&#x20AC;&#x2122;s team thus covered everything from offering basic help to users to the most complex technical details. Due to its numerous advantages, the Ljubljana Exhibition and Convention Centre is appropriate for the organisation of any type of business event. www.gr-sejem.si


Za napredek v kongresni industriji

Združujemo strokovnjake, vodstvene kadre ter izvajalce v kongresni dejavnosti z namenom, da delijo znanje, izkušnje in dobre prakse. Tako želimo prispevati k profesionalizaciji in nadaljnjemu razvoju dejavnosti v regiji. Poleg tega, da spodbujamo pretok znanja znotraj kongresnega trga z izobraževalnimi seminarji, želimo vanj privabiti tudi nove, ambiciozne kadre z nagradnim natečajem »Priznanje Akademije Conventa«.

Le skupaj lahko postanemo kongresna destinacija »per se«!

For Progress in the Meetings Industry

The Conventa Academy unites professionals, executives and providers from the meetings industry with the aim of sharing their knowledge, experiences and good practice examples. This will be the Conventa Academy’s contribution to the professionalisation and further development of activity in the region. The Academy facilitates the flow of knowledge within the meetings industry and also wishes to attract new and ambitious people with the Academy Conventa Award.

Only together we can become a meetings destination per se!

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Oglasno sporočilo

NATOUR – 1. BORZA AKTIVNEGA ODDIHA V NARAVI

NATOUR – THE FIRST TRAVEL AND TRADE SHOW FOR ACTIVE HOLIDAYS

Na pobudo lokalne turistične organizacije Bovec ter podjetja Euroinvest kot vodilnega razvojnega podjetja v regiji se bo od 8. do 11. oktobra letos v Bovcu in dolini Soče odvijala prva borza aktivnega oddiha v naravi. Na borzi se bodo predstavljali ponudniki športnega turizma, programov aktivnega preživljanja počitnic v naravi, prenočitvenih zmogljivosti, gorski in smučarski centri, ponudniki storitev eko turizma, ponudniki storitev camping in caravanning opreme ter ponudniki opreme, namenjene športnemu turizmu in aktivnemu preživljanju počitnic. Območje Julijskih Alp in širše Slovenije je z naravnimi danostmi idealno stičišče za navdušence aktivnega oddiha. Tako bo prvič na enem mestu predstavljena ponudba zaokrožene regije v okviru enotne ponudbe produkta aktivnega oddiha v naravi. To bo omogočalo vabljenim predstavnikom specializiranih turističnih agencij, organizatorjem potovanj, organizatorjem motivacijskih potovanj in predstavnikom interesnih združenj srečanje s ponudbo širše destinacije na enem mestu.

At the initiative of the Bovec Local Tourist Organisation and Euroinvest, as the leading developmental company in the region, Bovec and the Soča Valley will host the first travel and trade show for active holidays from October 8th to 11th. The travel and trade show will present the offer of sports tourism providers and providers of active holidays in natural surroundings, accommodation providers, mountain and ski resorts, ecotourism operators, providers of camping and caravanning services and providers of equipment for sports and active holidays. The Julian Alps and the whole of Slovenia, with its natural resources, are an ideal meeting point for all lovers of active holidays. For the first time, this will combine the region’s entire offer in one place, presenting a unified offer of active holidays in natural surroundings. This presentation will enable hosted representatives of DMCs, travel organisers, incentive trips organisers and representatives of interest groupings to get acquainted with the offer of this broader destination all in one place.

Ker gre za B2B dogodek, bodo imeli razstavljavci in obiskovalci že mesec dni pred samim dogodkom možnost sklepanja sestanka preko ustrezne internetne aplikacije, kar bo povečalo uspešnost njihovega borznega nastopa. Učinkovitost pa bodo lahko obiskovalci povečali tudi z udeležbo na študijskem potovanju, ki jim bo ponudbo aktivnega oddiha v regiji še približala. V bogatem programu obborznega dogajanja bodo potekale predstavitve dobrih praks in aktivna izmenjava izkušenj, trendov in vizij.

As this is a B2B event, exhibitors and visitors will be able to arrange meetings up to a month before the actual event by using an appropriate online application that will increase their successful presence at the exhibition even more. Visitors will also have the possibility of making their visit even more effective by participating in a study trip, which will provide even more insight into the region’s offer of active holidays. The rich programme accompanying the exhibition will include presentations of good practice examples and an active exchange of experiences, trends and visions. The trade show will take place in Bovec, which can, in many points, be regarded as the centre of active holidays and is as such the ideal meeting and starting point. The organisers of the Natour Travel and Trade Exhibition are pleased with the response from all interested parties and their applications. Even though this is a new business and sales event, the interest from exhibitors and hosted buyers surpassed the organisers’ initial expectations. This clearly indicates that the idea of combining the specialised offer of this destination was the right one. www.natour.si www.bovec.si

Borza se bo odvijala v Bovcu, ki je v mnogočem center aktivne ponudbe in zato predstavlja idealno stičišče in izhodišče. Organizatorji borze Natour so zadovoljni s trenutno potrjeno udeležbo in potekom prijav. Kljub temu, da gre za nov poslovnoprodajni dogodek, je zanimanje tako s strani razstavljavcev kot vabljenih gostov preseglo njihova prvotna pričakovanja. To jasno kaže na dejstvo, da je ideja o strnjenju specializirane ponudbe destinacije pravilna. www.natour.si www.bovec.si Znamka destinacije Bovec / Bovško 2008

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Znamka destinacije Bovec / Bovško 2008

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Copyright © Kline & Partner


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Privoščite si občutek popolnega udobja na atraktivni lokaciji pod najvišjimi vrhovi Julijskih Alp. Pričakujemo vas v novem in prenovljenem hotelu Špik, ki za vse ustvarjanja in druženja željne nudi konferenčni center z eno večjo dvorano in tremi manjšimi dvoranami primernimi tako za organizacijo poslovnih kot družabnih dogodkov. Zaradi bogate dodatne ponudbe (športna infrastruktura, wellness center, vinoteka…) ter naravnih danosti je idealna lokacija za zaključene skupine, ki od srečanja pričakujejo več.

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Oglasno sporočilo

DOLINA SOČE VSE BOLJ ZANIMIVA TUDI ZA POSLOVNE GOSTE Tudi speča lepotica Soča postaja iz leta v leto bolj zanimiva za kongresni turizem. Ponudba motivacijskih potovanj se je razmahnila že pred časom, sedaj pa ji z investicijami v infrastrukturo sledi tudi ponudba konferenčnih prostorov. S prenovo Hotela Kanin, ponudbo Hotela Alp in izgradnjo Penziona Boka lahko Bovec gosti manjše konference in seminarje ter ustreže zahtevam kongresnega gosta. V letošnji jeseni pa vrata odpira tudi nova poslovno turistična Stergulčeva hiša, v kateri bo domovala tudi Lokalna turistična organizacija. V Stergulčevi hiši sta dve moderno urejeni konferenčni dvorani z vso infrasturkturo.

Z razširitvijo igrišča za golf je dolina Soče dobila še eno od pomembnih spremljevalnih ponudb kongresnega turizma. Igrišče v Bovcu je po mnenju nekaterih eno najlepših igrišč v Evropi. Ob udarcu proti luknji igralce očara čudovit razgled na okoliške hribe in pravljičen narnijski svet. Lokalna turistična organizacija Bovec bo letos na pobudo ponudnikov ter podjetja Euroinvest, vodilnega turističnega razvojnega podjetja v regiji, izdala katalog kongresne in incentive ponudbe doline Soče. Informacije: Lokalna turistična organizacija Bovec, www.bovec.si Rezeravcija incentive in kongresnih programov v dolini Soče: ATC Turizem Dolina Soče, 05 38 96 003, kanin.center@siol.net Znamka destinacije Bovec / Bovško 2008

Naravna kulisa doline Soče, mogočnih gora in bogata dediščina so idealna izhodišča za pripravo tematskih motivacijskih programov. Tega se zavedajo predvsem ponudniki športnih aktivnosti, ki pripravljajo in organizirajo motivacijske programe. Skupine lahko svojo uigranost tako preizkušajo na raftingu, kajaku, rečnem bobu in soteskanju. Pri tem jih navdušujejo slikovite okoliške soteske z globokimi tolmuni in naravnimi tobogani. Tisti, ki iščejo večje izive se nad dolino spustijo z jadralnim padalom in edinstvene razglede doživijo tudi s ptičje perspektive ali se odločijo za gorsko avanturo na Kaninu.

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THE SOČA VALLEY INCREASINGLY INTERESTING FOR BUSINESS GUESTS The sleeping beauty, Soča, is becoming increasingly interesting for the meetings industry. The offer of incentive trips was developed some time ago, while conference facilities follow with investments being made into the infrastructure. With the refurbishment of Hotel Kanin, the offer of Hotel Alp and the construction of the Boka guesthouse, Bovec can now host smaller conferences and seminars, thus meeting the requirements of MICE guests. This autumn, the Stergulc House is opening its doors. This is a new business and tourist facility also hosting the Local Tourist Organisation. The Stergulc House features two state-of-the-art conference halls with the necessary infrastructure. The natural scenery of the Soča Valley, the mighty mountains and the rich heritage are the ideal starting point for preparing thematic incentive trips. Sports tourism providers are especially in-tune with the surroundings in their offer and organisation of incentive programmes. Teams can put their teamwork to the test while rafting, kayaking, hydrospeeding and canyoning. And all through this, they can enjoy the view of the picturesque canyons with their deep pools and natural slides. Those who seek even greater challenges can descend over the valley while paragliding and experience this magnificent sight from a bird’s eye view or decide on an alpine adventure on Kanin Mountain. The expanded golf course is another important additional feature offered by the Soča Valley to meetings industry guests. Many see the golf course in Bovec as one of the most beautiful in Europe. While putting, the players are impressed by the spectacular view of the surrounding mountains and the magical world of Narnia. This year, on the initiative of providers and Euroinvest, the

leading developmental company in the region, the Bovec Local Tourist Organisation will issue a catalogue of the meetings and incentive offer of the Soča Valley. Information: Bovec Local Tourist Organisation www.bovec.si Reservation of meetings and incentive programmes in the Soča Valley: ATC Turizem Dolina Soče, 05 38 96 003, e-mail: kanin. center@siol.net

Znamka destinacije Bovec / Bovško 2008

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Oglasno sporočilo

POVEZANO SMUČIŠČE KANIN – SELLA NEVEA V senci gore Kanin nad dolino reke Soče se nahajata dve smučišči: Sella Nevea na severni – italijanski strani gore in Kanin na južni, slovenski strani. V smučarski sezoni 2009/2010 bosta z izgradnjo nove žičniške naprave in smučarske proge ti smučišči postali eno. Smučišče Kanin – Sella Nevea bo prvi mednarodni smučarski center v širši regiji. Za povezano smučišče Kanin – Sella Nevea bo veljala enotna smučarska vozovnica, s katero bo mogoč dostop na smučišče tako s slovenske kot italijanske strani. S tem se uresničujejo prizadevanja upravljavcev obeh smučišč, pričakovanja domačinov in turističnih delavcev v obeh dolinah ter veselje številnih smuke željnih navdušencev.

snega na Sočo” je tudi naslov zgodbe, ki jo Bovec ponuja v drugi polovici meseca marca, v aprilu in maju. Dopoldne na smučeh, popoldne v čolnu, na kolesu ali s palico za golf. Povezano smučišče Kanin – Sella Nevea ponuja pobeg iz vsakdanjika, polnega obveznosti, stresa in skrbi. Doživimo zimo na gori Kanin in pomlad v dolini z reko Sočo. Preživimo svoj prosti čas na ski & wellness aktivnih počitnicah v Bovcu, le lučaj stran od našega doma. Za rezervacije pokličite v agencijo ATC Turizem na +386 05 38 96 003 ali nam pišite na kaninski.center@siol.net. www.boveckanin.si. www.bovec.si Znamka destinacije Bovec / Bovško 2008

Povezano smučišče bo najvišje smučišče daleč naokoli, saj se bodo smučarske proge spuščale z nadmorske višine 2.300 metrov vse do doline na višini 1.140 metrov nad morjem. Vsi ljubitelji belih strmin bodo lahko uživali na tridesetih kilometrih naravno zasneženih prog, ki bodo po potrebi na italijanski strani dosnežene s kompaktnim snegom. S progami za začetnike, progo za svetovni pokal in z veliko kilometri prog nekje vmes, ki se bodo z gore mimo gozdne meje spuščale vse do doline, bo na povezanem smučišču Kanin – Sella Nevea mogoče uživati sproščeno in svojemu znanju primerno. Tudi spomladi, ko se v dolinah že razcvetajo češnje in grmijo oživele vode, je visoko pod goro Kanin še vedno prava zima. “S

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Advertising Feature

THE CONNECTED KANIN–SELLA NEVEA SKI CENTRE There are two ski slopes resting in the shadow of Kanin Mountain above the valley of the Soča River: SELLA NEVEA on the northern or Italian side of the mountain and KANIN on the southern or Slovenian side. The construction of a new cableway and the piste will connect these two ski resorts into one ski centre in the 2009/2010 season. The Kanin–Sella Nevea ski resort will be the first international ski centre in the wider region. The connected Kanin– Sella Nevea ski centre will operate with a single ski pass enabling access from both the Slovenian and Italian side of the mountain. Aspirations of ski slope operators from both sides of the border and expectations of locals and tourist workers from both valleys are thus coming true much to the delight of numerous ski-seeking enthusiasts. The connected ski centre will be the highest in the region, as ski slopes will descend from 2,300 metres above sea level to valleys 1,140 metres above sea level. All lovers of snow-covered slopes will be able to enjoy thirty kilometres of naturally snowcapped slopes with some artificial snow on the Italian side if the need arises. Beginner’s trails, the world cup trail and numerous kilometres of trails ranging somewhere in between, running from the mountain and past the tree line all the way down to the valley, will guarantee relaxed skiing adapted to your level of

expertise across the connected Kanin–Sella Nevea slope. Even in the spring, when the valleys are already in full cherry bloom and the waters come to life again, long below Kanin Mountain, winter continues to reign. From the Snow to the Soča River is a unique experience that Bovec offers in the second half of March and in April and May. Spend your mornings skiing and your in a boat, on a bike or with a golf club. The connected Kanin–Sella Nevea ski centre is a perfect getaway from the stressful worries- and duty-packed everyday. Let us experience the winter on Kanin Mountain and spring in the Soča Valley. Let us spend our leisure time enjoying this ski and wellness active holiday in Bovec, located only a stone’s throw away from our home. For reservations, please contact ATC Turizem at +386 05 38 96 003 or kaninski.center@siol.net. www.boveckanin.si. www.bovec.si

Znamka destinacije Bovec / Bovško 2008

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Oglasno sporočilo

SPA-CE – PRVA BORZA ZDRAVILIŠKEGA IN WELLNESS TURIZMA CENTRALNE EVROPE Na pobudo Skupnosti slovenskih naravnih zdravilišč in wellness centrov se bo od 1. do 4. oktobra 2009 v Ljubljani in slovenskih naravnih zdraviliščih odvijala prva borza zdraviliškega in wellness turizma centralne Evrope. Poleg slovenskih ponudnikov zdraviliških in wellness storitev so organizatorji povabili k sodelovanju tudi predstavnike termalnih zdravilišč iz sosednjih držav. Tako bo prvič na enem mestu predstavljena ponudba zaokrožene regije v okviru enotne ponudbe produkta zdraviliškega in wellness turizma. To bo omogočalo vabljenim predstavnikom specializiranih turističnih agencij, organizatorjem potovanj, organizatorjem motivacijskih potovanj, predstavnikom zavarovalnic in zdravstvenih organizacij srečanje s ponudbo širše destinacije na enem mestu. Borza se bo odvijala v glavnem mestu Slovenije, v Ljubljani, ki leži v središču regije centralne Evrope in zato predstavlja idealno stičišče in izhodišče. Poleg tega se bo SPA-CE odvijal v času sejma Narava – zdravje na Gospodarskem razstavišču, kar bo ponudbo razstavljavcev povezalo z obsežnim sejemskih dogajanjem.

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Glede na to, da je SPA-CE poslovni dogodek, so imeli razstavljavci in obiskovalci že mesec dni pred samim dogodkom možnost sklepanja sestankov preko ustrezne internetne aplikacije, kar bo povečalo uspešnost njihovega borznega nastopa. Učinkovitost pa bodo lahko obiskovalci povečali tudi z udeležbo na študijskem potovanju, ki jim bo ponudbo zdraviliškega turizma v regiji še približala. V bogatem programu obborznega dogajanja bodo potekale predstavitve zdraviliškega turizma regije, predstavitve dobrih praks in aktivna izmenjava izkušenj, trendov in vizij. Kljub dejstvu, da se borza letos odvijala prvič, je odziv vabljenih gostov presegel pričakovanja organizatorjev. Prijavilo se je več kot štirideset podjetij iz petnajstih držav. To jasno kaže na dejstvo, da je ideja o strnjenju specializirane ponudbe destinacije centralne Evrope pravilna. www.spa-ce.si


Advertising Feature

SPA-CE – THE 1ST EXHIBITION OF SPA AND WELLNESS TOURISM IN CENTRAL EUROPE On the initiative of the Slovenian Spas Association along with wellness centres, Ljubljana and various Slovenian spas will host the first Exhibition of Spa and Wellness Tourism in Central Europe from October 1st to 4th, 2009. In addition to Slovenian providers of spa and wellness services, the organisers also invited representatives of thermal spas from the neighbouring countries. For the first time, this will combine the region’s offer in one place, presenting a unified offer of spa and wellness tourism. This presentation will enable hosted representatives of DMCs, travel organisers, incentive trips organisers and representatives of insurance houses and healthcare institutions get acquainted with the offer of this broader destination all in one place.

arrange meetings up to a month before the actual event by using the appropriate online application, which will increase their successful presence at the exhibition even further. Visitors will also be presented with the possibility of making their visit even more effective by participating in a study trip, which will provide even more insight into the offer of the region's spa tourism. The rich programme accompanying the exhibition will include presentations of the region’s spa tourism, good practice examples and an active exchange of experiences, trends and visions. Even though this is the exhibition’s inaugural year, the interest from hosted buyers surpassed the organisers’ expectations. More than forty companies from fifteen countries applied. This clearly indicates that the idea of combining the specialised offer of Central European destinations was the right one. www.spa-ce.si

The exhibition will take place in Slovenia’s capital, Ljubljana, which is located at the heart of Central Europe, thus representing an ideal meeting and starting point. At the time of the SPA-CE Exhibition, the Ljubljana Exhibition and Convention Centre will also host the Nature and Health fair, which will result in the combining of the offer of the exhibitors with the extensive fair programme. As this is a B2B event, exhibitors and visitors will be able to

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Oglasno sporočilo

SAVOIA EXCELSIOR PALACE, TRST Po dveh letih prenavljanja je hotel Savoia Excelsior Palace iz hotelske verige Starhotels ponovno »najpomembnejši in najbolj luksuzen hotel v Avstro-Ogrski …«, kot so ga opisovali v času njegovega odprtja. Hotel Savoia Excelsior Palace je sodoben odraz veličastnega, prefinjenega in razkošnega stila brez primere, ki je vladal v t. i. Grand hotelih ob prelomu stoletja. Nahaja se na Rivi del Mandracchio nasproti kongresnega centra in stavbe potniškega terminala z eno stranjo na trgu Piazza dell’Unità d’Italia. Zasnovan z namenom postati pravi Grand hotel, je hotel Savoia Excelsior Palace takoj postal vzor za vse druge hotele. V svoji zgodovini je gostil plemiče, umetnike in diplomate, turistično elito, ki je v Trst iz severne Evrope prihajala po kopnem in po morju v okviru svojega potovanja »grand tour«. Kot velik ljubitelj Trsta je bil tam reden gost tudi cesar Franc Jožef in njegov zasebni apartma in kopalnica, ki predstavljata mojstrovino oblikovanja notranjih prostorov, sta še danes ohranjena v svoji izvirni obliki.

Sobe Hotel svojim gostom ponuja 142 sob, od tega 18 apartmajev in 18 apartmajev z možnostjo kuhanja, namenjenih daljšim obiskom. Velike razgledne terase s pogledom na Tržaški zaliv pa so ravno pravšnje za zajtrk s pogledom na morje.

Kongresni center Kongresni center razpolaga z devetimi konferenčnimi dvoranami, obsijanimi z naravno svetlobo, ki lahko skupaj sprejmejo do 650

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ljudi. V največji dvorani je prostora za 320 ljudi, medtem ko so druge sejne sobe še posebej primerne za zaupne sestanke, kjer je diskretnost bistvenega pomena.

Spoštovanje okolja Za hotel Savoia Excelsior Palace je ekološka trajnost bistvenega pomena. Sto odstotkov sive (odtočne) vode recikliramo v higiensko neoporečno in varno vodo v skladu z zahtevami za kakovost kopalnih vod. Energijo prihranimo z uporabo kogeneratorjev z majhnim vplivom na okolje in z visokoučinkovitimi sistemi ogrevanja z majhnimi akustičnimi emisijami in izpusti plinov ter s tehnologijo LED-osvetljevanja.

Spa center Spa center med nebom in zemljo na strehi hotela in z bazenom samo še dodatno poudari privlačnost hotela. Tukaj se lahko sprostimo in poskrbimo za svoje dobro počutje, vse to s čudovitim pogledom na morje. »Hotel Starhotels Savoia Excelsior Palace je zgradba zgodovinskega pomena s spomeniškimi lastnostmi, ki se nahaja na neverjetni lokaciji. Trst leži v središču skupine držav z izjemno gospodarsko rastjo, kjer letno rast merijo z dvomestnimi številkami, in je tudi njihovo glavno pristanišče. Število ladij za križarjenja, ki priplujejo v tržaško pristanišče oziroma iz njega izplujejo, nenehno raste, prav tako pa se izjemno veča število letalskih povezav. Število prihodov na letališče Ronchi dei Legionari in število destinacij, ki jih letališče ponuja, vztrajno rasteta. Popolna prenovitev tega hotela zgodovinskega pomena je še dodaten znak, da želimo prispevati k razvoju območja, ki ima izjemen potencial za rast in ponuja številne razloge za obisk. S tem smo se prav tako poklonili pomembni vezi, ki hotel Savoia Excelsior Palace povezuje z zgodovino Trsta,« je povedala Elisabetta FABRI, podpredsednica in izvršna direktorica skupine Starhotels. www.starhotels.com


Advertising Feature

SAVOIA EXCELSIOR PALACE, TRIESTE After two years of renovation work, the Starhotels Savoia Excelsior Palace is once again “the most important and luxurious hotel in AustriaHungary….” as it was defined in reviews at the time of its original opening. The Savoia Excelsior Palace is a modern expression of the majestic, refined, sumptuous, unequalled style of the turn-of-the-century Grand Hotel. It is located on Riva del Mandracchio, opposite the Palazzo dei Congressi and the Stazione Marittima, with one side facing Piazza dell’Unità d’Italia. Designed to be the ideal Grand Hotel, it instantly became a model for other hotels. Throughout its history, its guests have included aristocrats, artists and diplomats along with the tourist elite coming to Trieste by land or sea on a grand tour on their way from or to northern Europe. Fond of Trieste, Emperor Franz Josef was a frequent guest and his private apartment and bathroom, masterpieces of interior design, are conserved intact.

Respect for the environment For the Savoia Excelsior Palace, ecological sustainability is a priority. 100% of greywater is recycled into hygienic, safe water in conformity with bathing water quality parameters. Energy is saved by the use of low environmental impact cogenerators and a high-efficiency heating system with low acoustic and gas emissions and LED illumination technologies.

Spa A spa suspended between sky and sea on the roof of the hotel, with a swimming pool, will add to the hotel’s appeal. The spa combines the joy of relaxing and keeping fit with the pleasure of a sea view. “Starhotels Savoia Excelsior Palace is a building of historical interest with the characteristics of a monument, in an extraordinary location. Trieste is at the centre of a system of countries whose economies are growing rapidly, with two-figure annual growth rates, and is their main port. The number of cruise ships leaving from and arriving to Trieste is growing continually and flight connections are increasing enormously.

There are 142 rooms, including 18 suites and 18 suites with cooking facilities for longer stays. The large terraces overlooking the Gulf are perfect for a sea-view breakfast.

The number of arrivals at and destinations served by Ronchi dei Legionari airport are continually on the rise. The total renovation of a hotel of historical importance is a further sign of our desire to make our contribution to an area with extraordinary prospects for growth and reasons to attract interest, and an acknowledgement of the profound bond uniting the Savoia Excelsior Palace and the history of the city of Trieste,” said Mrs Elisabetta FABRI, the Vice President and CEO of Starhotels.

Conference centre

www.starhotels.com

Rooms

The conference centre consists of 9 meeting rooms, all bathed in natural light, able to hold up to 650 people in all. The largest single room can seat up to 320 people and the other meeting rooms are ideal for confidential meetings where discretion is the order of the day.

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Nostalgija

Plakati naše mladosti

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Nostalgy

The Posters of Our Youth

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AROÈILNICA

Knjigo Kongresna dejavnost - organizacija kongresov, avtorice Majde Zidanski (soustanoviteljica in solastnica kongresne agencije Albatros), smo predstavili skupaj ob

deseti obletnici Višje strokovne šole za gostinstvo in turizem Bled in dvajseti obletnici Kongresno - turistiène agencije Albatros Bled.

Knjiga je namenjena predvsem zaèetnikom v dejavnosti organizacije kongresov, služi pa tudi kot neprecenljiv pripomoèek za najbolj izkušene strokovnjake s tega podroèja.

NAROÈILNICA NAROÈILNICA

Ime in priimek: …………………………………………………………………………………….................. Inštitucija/firma: ……………………………………………………………………………..................……

D.Š.: ………………………………………………………………………………….................………….………

Naslov:...................................................................................................................... ……………………………………………………………………………................................................... .................................................................................................................................. ...................................................................................................................……………... Število izvodov : ………………………… Kraj in datum:

Promocijska cena : 20,00 EUR (DDV je vkljuèen) Plaèilo na raèun : SKB Banka, 03139-1087540073

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Podpis naroènika


For All Kinds

of Business Meetings

Our internationally acclaimed company in the area of business tourism will help you organise a scientific, corporate and incentive events, congresses and conferences. And not only that, we will also consult you on destination & congress centres marketing. Looking for a location for 10 or 1.000 participants? We can find it anywhere in the world for you. In co-operation with international venue finding agency HelmsBriscoe

GOŽMICE d.o.o., Štihova 4, SI-1000 Ljubljana, T+386 (0)1 430 51 03, E: info@go-mice.eu, www.go-mice.eu


Zadnja beseda / The Last Word

Svetovni turizem in kongresna dejavnost – soustvarjalno skozi recesijo / Global Tourism and the Meetings Industry – Co-Creatively through the Recession Turizem je trdoživ. Je že nekaj na tem, kar odkrivajo znanstveniki, da naj bi imelo človeštvo t.i. potovalni gon. Dokler bodo ljudje, bo tudi turizem. Svetovni turizem je preživel že marsikatero krizo in iz nje vselej izšel z novimi močmi. Res je, da sam turizem zajema toliko dejavnosti, da lahko v krizi začasno tudi katero »odvrže« (ob podnebni krizi smučišča, ob naftni prevoznike ...), ne da bi utrpel vitalno škodo. Prav ta lastnost mu omogoča prilagodljivost in obstojnost. Prosto po Darwinu. Seveda ne nameravam v Zadnji besedi očrniti teme z namigom, da bi svetovni turizem tokrat utegnil »odvreči« kongresno dejavnost. Nasprotno. Na tem kratko odmerjenem prostoru bom na kratko podala nekaj možnosti, ki zagotavljajo, da bosta svetovni turizem in kongresna dejavnost skupaj uspešno prebrodila globalno recesijo. Vendar le, v kolikor se bodo tržniki turistične in kongresne ponudbe držali treh kriznih zapovedi: izpopolniti morajo marketinški informacijski sistem kongresnega turizma, zagotoviti inovativnost proizvodov in storitev ter sprostiti so-ustvarjalnost v komuniciranju. Celovita tržna informacija, ki bo znala preseči merjenje zadovoljstva in lojalnosti kongresnega gosta, bo omogočila kakovostnejše odločanje na podlagi natančnih meritev potrošnje, prihodkov, donosnosti naložb ter rasti vrednosti za vse deležnike, ki se potegujejo za kongresni dogodek. Nov način razmišljanja, ki je ključen prav v kriznih razmerah, omogoča sveže zamisli za sestavo proizvoda in dviguje konkurenčnost. Lateralno trženje je pri tem nuja, inovativnost in kreativnost sta pogoj. Zlasti na področju tržnega komuniciranja moramo znati sprostiti so-ustvarjalnost. V krizi tako nikakor ne smemo porezati peruti oglaševanju, v kolikor se ga le da premakniti od spodbujanja potrošnje k spodbujanju participacije. Internet je najboljši medij za širjenje navdihujočih idej, ki človeka ne reducirajo zgolj na potrošnika, zato ga pritegnejo k soustvarjanju. Prav v soustvarjanju smo močnejši, in to naj se v Sloveniji čuti. Dr. Aleksandra Brezovec, Dekanja Fakultete za turistične študije Portorož – Turistica

Tourism is tenacious. There must be some truth to what the

scientists have been saying, that humanity has a so-called urge to travel. As long as there are people, there shall be tourism. Global tourism has already been through a number of crises and it has always emerged with newly-found strength. In itself, tourism encompasses such a vast number of activities that it can temporarily dismiss any one of them in times of crisis (skiing resorts with a climate crisis or hauliers when oil problems emerge) without sustaining any material damage. It is this characteristic that allows it to adapt and survive. Plain Darwinism. Of course I have no intention to suggest in this Last Word that global tourism could dismiss the meetings activity in light of this crisis; quite the contrary. I will use these few lines to list some possibilities on how global tourism and the meetings industry can successfully overcome the global recession together. This is, however, only possible if marketers of both the tourist and meetings offer stick to the three commandments of crises: they have to improve the marketing information system of the meetings industry, provide innovative products and services and unleash their co-creativity in communication. Comprehensive marketing information that knows how to go beyond measuring customer satisfaction and loyalty will provide for better decision-making on the basis of exact measuring of consumption, revenue, ROI and the growth in value for all stakeholders applying for an event. A new line of thinking, which is of key importance in times of crisis, results in fresh ideas for products, increasing market competitiveness. Lateral marketing is essential and inventiveness and creativity is a prerequisite. We need to know how to unleash our co-creativity, especially in market communication. In times of crisis, we must not clip the wings of advertising if it can be shifted from motivating consumption to motivating participation. The Internet is the best media for spreading inspiring ideas that do not reduce the individual merely to a simple consumer, but draw him to co-create. It is this co-creation that is our strongest point, and this should be felt in Slovenia. Aleksandra Brezovec, PhD Dean of Faculty of Tourism Studies Portorož – Turistica

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ZA POPOLNO POSLOVNO SREÈANJE Rogla in Terme Zreèe se že veè let uspešno uvršèata med ponudnike poslovno konferenènega turizma. Obe lokaciji se lahko pohvalita z mirnim in sprošèujoèim okoljem, ki organizatorju zagotavljata, da so gostje osredotoèeni na dogajanje, ki je pripravljeno za njih in ki ga želi vtisniti v spomin udeleženca.

Info: 03/75 76 163, www.unitur.eu

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SLOVENIA MEETINGS Feel the people. Taste fresh ideas.

www.slovenia.info

www.slovenia-convention.com

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meeting tings srecan ecanja Prijetna prestolnica za odlična srečanja

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October 2009