Guest Speaker: Positioning in a marketing strategy
Markus Penz, tourist management, tourist consulting. then changed to the Vienna tourist board. "Vienna city of my dreams" Always have a plan B
Education: 4 years private university in Austria, and 1 semester in foreign country.
5th year at VTB orig marketing manager now head of strategic tourist management, strategic destination development.
He has worked for 1 year in California as a nanny in 1999 and spent 14 months in Oakland.
Fun VTB stats:
VTB founded in 1955 , promotion of touring in Vienna, hotel accommodation tax 2.8% 11.5 million revenue. 29% rev from selling ad and marketing
Product for marketing of tourism you never own the product you promote
5 factors promote Vienna:
Imperial heritage
Music and art
Viennese Savior Vivre
Functionalism
Balance of urban and green space
Slogan:
Vienna waits for you vs Vienna now or never: passive-sparking interest or creating urgency
Use every action in order to get attention... guerrilla/viral marketing.
More fun facts about VTB
Market and media management he traveled 32 countries
Vienna convention bureau. biggest convention destination in the world
corporate PR VTB for public eye http://www.wien.info/
design fair, took 2 weeks to set up stand
trying to target younger set to come to Vienna to see design rather then classical music
cost 800,00 from company and 200.000 private investors.
theme: photography
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