Download Report

Project “MARRIAGE - Better marina
management, harbour network consolidation and water tourism marketing in the southern Baltic rim”
MARRIAGE
c/o Economic Development Corporation Vorpommern
Lead Beneficiary
Brandteichstraße 20
D 17489 Greifswald
Germany
Phone: +49 3834 550605
Fax: + 49 3834 550551
E-mail: [email protected]
Brand manual
Version 2.0
30 Sept 2013
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
Contents
1
Introduction ....................................................................................................................................... 3
2
Brand profile ..................................................................................................................................... 4
3
4
2.1
Origin and background ............................................................................................................ 4
2.2
Brand character – basic considerations .................................................................................. 5
2.3
User groups ............................................................................................................................. 5
2.3.1
Benefits for regional & local tourist organisations ............................................................... 6
2.3.2
Benefits for marina operators .............................................................................................. 6
2.4
Target groups .......................................................................................................................... 6
2.5
Brand aims – envisaged impacts on target groups ................................................................. 7
South Coast Baltic – key messages ................................................................................................. 8
3.1
General messages................................................................................................................... 8
3.2
Character of the region ............................................................................................................ 8
3.3
Boating along the South Coast Baltic ...................................................................................... 8
3.4
Borders and customs – facts ................................................................................................... 9
3.5
Sub-regions – key words & touristic highlights ...................................................................... 10
3.5.1
Vorpommern ...................................................................................................................... 10
3.5.2
Zachodniopomorskie ......................................................................................................... 11
3.5.3
Pomorskie .......................................................................................................................... 12
3.5.4
Kaliningrad region .............................................................................................................. 13
3.5.5
Klaipeda region .................................................................................................................. 14
Campaign / communication channels / tools.................................................................................. 15
4.1
South Coast Baltic boating folder .......................................................................................... 15
4.2
South Coast Baltic slide show ............................................................................................... 16
4.3
Joint visits of boating fairs ..................................................................................................... 18
4.4
Fam trip series for foreign boating journalists ....................................................................... 19
4.5
Cross-border boater forum .................................................................................................... 19
4.6
Regional boating brochures ................................................................................................... 20
4.7
Regional boating apps ........................................................................................................... 20
5
Logo information / style guide ........................................................................................................ 21
6
Contacts ......................................................................................................................................... 24
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
1 Introduction
South Coast Baltic…
► …is a boating brand that promotes coast parallel travels along the south Baltic coastline.
► …encourages boaters to leave the beaten tracks and extend their boating experiences with a
touch of adventure.
► …calls the attention of boaters to attractive destinations beyond borders that are nearby but most
widely unexplored by them so far.
► …gives the promise to find a save and comfortable marina network when boating coast parallel
along the south Baltic coastline.
► …provides the basis for joint boating marketing measures of institutions from Vorpommern / DE,
Zachodniopomorskie / PL, Pomorskie / PL, Kaliningrad region / RU and Klaipeda region / LT.
► …gives marina operators the possibility to add value and promote themselves as part of an attractive network / chain of marinas.
► …gives (sub-) destinations along the south Baltic coastline the opportunity to promote themselves
in connection to their neighbouring destinations with a common identity / spirit.
► …is a long-term approach to promote boating trips from west to east as well as from east to west.
This brand manual…
► …addresses marina operators and local / regional tourism agencies
► …enables to easily understand and make use of South Coast Baltic for own purposes & benefits.
► …illustrates the advantages of using South Coast Baltic for all potential users.
► …provides basic ideas and key messages towards the core target groups.
► …ensures a consistent use of the brand South Coast Baltic, thereby to enhance its credibility and
to raise its public recognition value.
► …provides direction and examples on how to use media, communication channels and a style of
communication that is in the sense of South Coast Baltic.
► …provides direction and examples on how to produce South Coast Baltic materials with greater
unity, clarity and visual harmony.
► ...sets the frame and provides guidelines and a frame for the correct usage of South Coast Baltic.
► …should not limit the creativity to further develop the South Coast Baltic spirit and ideas and to
adapt them to local circumstances.
► …may be further developed step-by-step, along with the implementation of the South Coast Baltic
promotion campaign.
► …shows that for carrying further the ideas of South Coast Baltic it is not necessary to play the
same instrument but to play the same music!
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
2 Brand profile
2.1 Origin and background
South Coast Baltic origins from the EU-project “MARRIAGE – Better marina management, harbour
1
network consolidation and water tourism marketing in the southern Baltic rim”. Its project partners
from Lithuania, Russia, Poland and Germany established the brand in 2013 as a joint tool to promote
the southern coastline of the Baltic Sea as boating area and to encourage cross-border and coast
parallel boating.
Since the 1990s, the regions along the southern coastline of the Baltic Sea have developed to interesting and successful tourist destinations. For instance “Rügen”, Szczecin Lagoon”, “Tricity” or the
“Curonian Spit” are well known and strong touristic brands, both in their countries and beyond. As part
of these destinations, also water tourism is already promoted. However, the focus is here on boating in
the respective region and not on longer trips to adjacent areas. Possible connections and tours to
neighbouring destinations and boating areas are rarely addressed (see map).
“South Coast Baltic” in the context of existing boating brands / destinations in the Baltic Sea
Sailing coast parallel, across borders and on longer boating trips from region to region, therefore, is
still unusual today along the South Coast Baltic. Prejudices in both directions are still present. On the
one hand, German boaters see trips to the east as very adventurous or even unsecure. On the other
hand boaters from Lithuania, Germany or Poland prefer Scandinavia and see it as much more exiting
boating destination than Germany. Also the historical background of the region in which it was not
1
Further information on the MARRIAGE project can be found at www.marriage-project.net.
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
allowed to sail beyond boarders for many years and in which Kaliningrad is still “unknown territory”
plays a role and supported the coexistence of the destinations.
Successful examples in the Baltic Sea region (e.g. Baltic Sailing) proved that joint marketing activities
within cross-border sailing areas at sub-Baltic Sea Region level can boost the attractiveness of their
marinas and sub-destination. They attract further visitors and encourage boaters to visit different spots
and destinations during their trip, also in adjacent countries. The visibility and attractiveness of smaller
destinations and marinas in the area is boosted noticeably. This potential is not used along the South
Coast Baltic yet. It is a “white spot” in this respect. This gap is closed with the South Coast Baltic
brand and marketing campaign. Especially the further income and the self-strengthening economic
effects for marinas and destinations are in the interest of and shall be enforced by the activities.
2.2 Brand character – basic considerations
The brand South Coast Baltic with its claim “Where boating adventure begins”…
► …is an “interface” and “add-on” to connect and lift up existing local (e.g. cities, marinas) and regional boating destinations in the region.
► …avoids any outshining and competition to existing brands and promotion strategies.
► …focuses on geography and boating only (instead of giving a thematic roof like “amber” – the
regional brand proved to be too different for such approach).
► …gives a frame to emphasise diversity within the region (instead of shared features).
► …provides the possibility to promote coast-parallel tours and cross-border links on top of wellestablished brands without losing their strengths and core competences.
► …gives marinas and regions the opportunity to promote themselves as (part of) the South Coast
Baltic – in certain context, towards certain target group and in addition to their usual campaigns.
2.3 User groups
The envisaged main user groups of the South Coast Baltic brand are:
► Regional and local tourist organisations from the region
► Marina operators from the region
The brand is open for use by organisations both within and beyond the core partnership of the “MARRIAGE” project. Interested parties that want to utilise South Coast Baltic for promotion purposes are
asked to get in touch with the regional South Coast Baltic contact persons in advance (see chapter 4).
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
2.3.1 Benefits for regional & local tourist organisations
Regional & local tourist organisations may use South Coast Baltic to…
► …accomplish their own brand by adding information on cross-border and coast parallel tour opportunities for boaters.
► …raise the attractiveness of their own destination by presenting it as part of a larger boating area.
► …become (more) visible also as part of a “southern route” through the Baltic Sea.
► …benefit from mutual promotion among participating regions.
► …raise the number of guest boaters from neighbouring or far away regions, in perspective.
2.3.2 Benefits for marina operators
Marina operators may use South Coast Baltic to…
► …promote themselves as part of an attractive boating area.
► …become (more) visible also as part of the “southern route” through the Baltic Sea.
► …become a part of buzz marketing / word-of-mouth communication that may occur around the
South Coast Baltic.
► …inform their residents and guests about tour opportunities, neighbouring marinas and shorebased attractions / destinations.
► …attract both guest boaters and resident boaters from abroad with its help.
2.4 Target groups
Main target groups of the South Coast Baltic brand are (selection):
► Boaters with permanent berth in the region
…looking for new tour opportunities.
► Boaters from Germany, Poland, Russia, Lithuania and beyond…
…considering a longer tour (in the Baltic Sea).
► Boaters from Germany, Poland, Russia, Lithuania …
…searching for a new permanent berth (in the region).
► Boaters from Germany, Poland, Russia, Lithuania and beyond
…who like to explore culture & adventures on shore, too.
► Organisers of sailing regattas or organised boating trips…
…searching for tour opportunities in the Baltic Sea.
The given target groups are not exhaustive and rather a snap-shot. More addressees may be identified in the further course of the marketing campaign.
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
2.5 Brand aims – envisaged impacts on target groups
The South Coast Baltic brand and marketing campaign shall…
► …encourage boaters to think outside the box and leave their beaten tour tracks.
► …motivate boaters to look beyond their home boating region and to consider visiting destinations
along the South Coast Baltic, also beyond national borders.
► …induce more coast parallel boating trips both from west to east and from east to west.
► …establish the “southern route” as option (as alternative to e.g. Western Baltic, sailing along the
Swedish coast or going via Bornholm) for boaters that conduct longer trips in the Baltic Sea.
► …close knowledge gaps concerning advantages and positive developments in the boating region
(e.g. new marinas built, abolition of customs procedures etc.), thereby counteract prevailing prejudices in this regard within the boater community.
► …bring into focus tour options and destinations not widely known (across borders) yet.
► …attract adventuresome boaters as pioneers to follow the South Coast Baltic, so that they further
spread a positive image by their word-of-mouth communication and “buzz marketing”.
► …establish South Coast Baltic as signage and synonym for boating adventures and as an attractive cross-border boating area.
► …make the marinas along the coastline recognisable as being part of a South Coast Baltic marina
network, where safe and comfortable places can be found.
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3 South Coast Baltic – key messages
The following key messages / text blocks describe the core of the South Coast Baltic brand. They
may be used and considered when making use of the brand for promotion measures.
3.1 General messages
The South Coast Baltic…
► …inspires to leave the beaten tracks and to extend boating experiences with a touch of adventure.
► …stands for coast parallel boating along the southern Baltic Sea.
► …invites to coast-parallel tours in an (almost) borderless Europe.
► …leads to attractive destinations that are nearby but most widely unexplored by foreign boaters.
► …marks the “southern route” through the Baltic Sea (as alternative to sailing along the Swedish
coast or going via Bornholm).
► …may be explored from west to east as well as from east to west.
► …gives the promise to find comfortable and modern marinas and a convenient harbour network
that allows to boat in safe stages.
► …provides an attractive boating mixture: challenging high sea stages alternate with sailing in picturesque lagoons, bays & rivers.
3.2 Character of the region
The South Coast Baltic…
► …provides attractive destinations that are nearby but most widely unexplored by foreign boaters.
► …is full of diversity both in terms of nature and culture.
► …combines amazing nature with vibrant towns and cities.
► …allows boaters to explore & access exiting shore-based destinations full of culture, history & life.
► …gives access to many destinations on the way that all tell their own stories.
3.3 Boating along the South Coast Baltic
The boating area South Coast Baltic:
► An attractive boating mixture – challenging high sea stages alternate with sailing in picturesque
lagoons, bays & rivers.
► More than 1.000 km outer and inner shoreline rich in variety – cliffs, beaches, spits, lagoons and
much more.
► More than 100 leisure boat harbours – many of them newly built or upgraded just recently.
► A dense marina network – with comfortable and safe distances in between harbours.
► 300 nm straight sailing distance from west to east – or the other way around.
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
► Sail in 40 hours „non-stop“ from Sassnitz to Gdańsk – for sporty sailors with following wind bft 4-7.
► 3 weeks of relaxing boating holiday from Sassnitz to Klaipeda and back – with convenient time to
get to know countries and people.
► Borderless boating between Germany, Poland and Lithuania – without border & customs controls.
► Exploring the Russian exclave Kaliningrad – easier than you may think with a tourist visa.
3.4 Borders and customs – facts
► No border controls between Lithuania, Poland & Germany.
► No custom controls between Lithuania, Poland & Germany.
► Russian visa needed for entering the Polish part of Vistula lagoon via Baltijsk channel.
► Russian waters and ports: tourist visa needed for entering.
► Entering / leaving Russia: border and customs controls necessary (but they take usually no more
than 30 min per boat, if templates are prepared in advance).
► Entering / leaving Russia: Baltijsk is the obligatory first and last port of call (currently the only one
harbour with border control & customs).
► Baltijsk is the border crossing for boats, but no place to stay longer (military area).
► Border control and customs in Baltisjk are available only from 8 a.m. to 8 p.m. – it is therefore
necessary to approach Baltijsk during daytime.
► Documents necessary for entering Russia by boat are:
o
Passport
o
Valid tourist visa
o
International boat certificate (alternatively: flag certificate)
o
Crew list (recommended: at least 5 copies)
o
If you sail on charter boat: charter contract
► Russian tourist visa are easy to get via specialised agencies in DE, PL, LT, without need to approach the Russian consulate personally.
► The new 72 h visa for Kaliningrad region for Schengen citizens, which can usually be obtained at
the border, does not work for sailors (because you can get it only at 3 points: Kaliningrad airport,
Bagrationovsk, Mamonovo – but not in Baltijsk).
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3.5 Sub-regions – key words & touristic highlights
The following key word and aspects describe the sub-regions of the South Coast Baltic. They may
help when promoting tour opportunities and destinations to / in neighbouring regions.
3.5.1 Vorpommern
Highlights / key words related to Vorpommern
English
German
Polish
Lithuanian
Russian
Vorpommern
enjoyment
hiking
musical festivals
open air theatres
kiting
Heringsdorf
on the island
of Usedom
UNESCO
world heritage
biking
enjoy the
beautiful nature
swimming
inviting sea
front
white chalk
cliffs
varied coastal
line
Island of
Rügen
Hanseatic
City of
Stralsund
Germany`s
sundeck
Ozeaneum
numerous
promenade
piers
adventure
sailing
historical brick
gothic
endless green
alleys
Vorpommern
Vergnügen
Wandern
Musikfestivals
Freilichtbühne
n
Kiten
Heringsdorf
auf der Insel
Usedom
UNESCO
Weltkulturerbe
Radfahren
wunderschöne
Natur genießen
Schwimmen
einladende
Strandpromenaden
weiße Kreidefelsen
abwechslungs
reiche Küsten
Insel Rügen
Hansestadt
Stalsund
Deutschlands
Sonnendeck
Ozeaneum
zahlreiche
Seebrücken
Abenteuer
Segeln
historische
Backsteingotik
endlose Alleen
Pomorze Przednie
rozrywka
wędrówki
festiwale
muzyczne
teatry pod gołym
niebem
kiting
Heringsdorf na
wyspie Uznam
światowe
dziedzictwo
UNESCO
jazda rowerem
podziwiaj piękno
przyrody
pływanie
kuszące
wybrzeże
białe klify
kredowe
zróżnicowana
linia brzegowa
Rugia
hanzeatyckie
miasto Stralsund
tarasy do
opalania w
Niemczech
Ozeaneum
liczne molo
przygoda
żeglowanie
zabytki gotyku
ceglanego
długie zielone
alejki
Pomeranija
Nuotykiai
Ņygiai
Muzikos festivaliai
Teatrai po atviru
dangumi
Aitvarų ńventės
Unikalusis Heringsdorfas
Usedomo saloje
UNESCO pasaulio
paveldas
Ņygiai dviračiais
Unikali gamta
andens sportas ir
pramogos
Įvairialypis pajūrio
krańtovaizdis
Baltosios kreidos
uolos
Nuostabus jūros
krańtovaizdis
Riugeno sala
Ńtralzundo Hanzos
miestas
Vokietijos saulės
terasa
Unikalus Okeanijos
muziejus
Pakrančių pramogos
Nuotykiai
Būriavimas
Istorinė gotikinė
architektūra
Begalinės ņaliosios
alėjos
Передняя Померания
развлечения
пешие прогулки
музыкальные
фестивали
театры на открытом
воздухе
кайтинг
Херингсдорф на
острове Узедом
Всемирное
наследие ЮНЕСКО
велосипедные
прогулки
созерцание
прекрасной
природы
плавание
гостеприимные
набережные
белые меловые
скалы
извилистая линия
побережья
остров Рюген
Ганзейский город
Штральзунд
прогулочная
палуба Германии
Океанариум
бесчисленные
прогулочные пирсы
приключения
парусная навигация
историческая
каменная готика
бесконечные
зеленые аллеи
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3.5.2 Zachodniopomorskie
Highlights / key words related to Zachodniopomorskie:
English
German
Polish
Lithuanian
Russian
Zachodniopomorskie
The most exquisite European flavours
Slavs and Vikings Centre
By bike, on foot
and by sailing
boat
discover
Szczecin for
good
encounters with
amazing nature
A region in the
very heart of
Europe
feel the friendly
atmosphere
atmospheric
Kołobrzeg
The Wisent
Display Reserve
The friendly
waves
history and
modernity
Zachodniopomorskie
Zachodniopomorskie
najbardziej
wyszukane
smaki Europy
Centrum Słowian
i Wikingów
rowerem, pieszo
i żaglówką
odkryj Szczecin
na dobre
doświadcz dzikiej przyrody
region w samym
sercu Europy
poczuj przyjazną
atmosferę
nastrojowy
Kołobrzeg
Rezerwat
Żubrów
przyjazne morze
historia i
nowoczesność
Vakarų pamario
vaivadija
Delikatesai
ińrankiausiems
skoniams
Slavų ir vikingų
centras
Ņygiai
dviračiais ir
pėsčiomis.
Būriavimas
Ińskirtinės
pramogos
Ńčecine
Nuostabia
gamta
Regionas Europos ńirdyje
Draugińki vietiniai ņmonės
Mistinis
Kolobņegas
Stumbras
rezervatas
Nepakartojamos vandens pramogos
Istorijos ir ńiuolaikinio gyvenimo sanglauda
Западно-Поморское
воеводство
самые
изысканные
европейские
ароматы
центр славян и
викингов
на велосипеде,
пешком и под
парусом
откройте
удивительный
Щецин
встреча с
потрясающей
природой
Регион в самом
центре Европы
почувствуйте
гостеприимную
атмосферу
волшебный
Колобржег
демонстрационна
я резервация
зубров
ласковые волны
история и
современность
die erlesensten
europäischen
Aromen
Slawen- und Wikingerzentrum
auf dem Fahrrad,
zu Fuß und mit
dem Segelboot
entdecke Szczecin
ganz und gar
erstaunlicher Natur
begegnen
eine Region im
Herzen Europas
spüre die freundliche Atmosphäre
stimmungsvolles
Kołobrzeg
das Wisentgehege
freundliche Wellen
Geschichte und
Modernität
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3.5.3 Pomorskie
Highlights / key words related to Pomorskie:
English
German
Polish
Lithuanian
Russian
Pomorskie
Pomorskie
Pomorskie
Pamarys
Поморское
воеводство
Леба – земля
движущихся дюн
Хельская коса –
здесь начинается
Польша
Пуцкий залив –
одно из лучших
мест в Европе для
запуска
воздушного зменя
Курс на
Померанию
Гданьск-СопотГдыня – три
города, одна цель
Мальборк –
крупнейший
готический замок в
миреthe largest
gothic castle in the
world
Жулавская петля
– 303 км водных
приключений
Łeba – land of
moving dunes
Hel peninsular
– the beginning
of Poland
Puck bay – one
of the best kite
spots in Europe
Set course for
Pomorskie
GdańskGdynia-Sopot
three cities,
one destination
Malbork – the
largest gothic
castle in the
world
Żuławy loop
303 km of water adventure
Łeba – Land der
Wanderdünen
Halbinsel Hel – wo
Polen anfängt
Pucker Wieck –
einer der besten Kite-Spots Europas
Pomorskie – auf
dem richtigen Kurs
Gdańsk-GdyniaSopot – 3 Städte, 1
Reiseziel
Malbork – die größte gotische Burganlage der Welt
Pętla Żuławska –
303 km Abenteuer
auf dem Wasser
des WeichselWerder-Rings
Łeba – kraina
ruchomych
wydm
Mierzeja Helska
– początek Polski
Zatoka Pucka –
jedno z najlepszych miejsc
do kitesurfingu w
Europie
Obierz kurs na
Pomorskie
Gdańsk-GdyniaSopot trzy miasta, jeden cel
podróży
Malbork –
największy zamek gotycki na
świecie
Pętla Żuławska –
303 km wodnej
przygody
Leba – slenkančių kopų
ņemė
Helio pusiasalis – Lenkijos
pradņia
Pucko įlanka –
geriausia aitvarų sporto
vieta Europoje.
Kursas į Pamarį.
Gdanskas–
Gdynė–
Sopotas. Trys
miestai –
vienas tikslas
Malborkas –
didņiausia
gotikinė pilis
pasaulyje
Ņulavų kilpos –
303 km, kur
galima mėgautis vandens
nuotykiais
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3.5.4 Kaliningrad region
Highlights / key words related to Kaliningrad region:
English
German
Polish
Lithuanian
Russian
Kaliningrad region
Nature
Curonian Spit
historical sites
and fortress
Russia`s window to Europe
churches
Amber
changeful history
Russian exclave
Baltic Sea
University
Kaliningrader Gebiet
Okręg kaliningradzki
Przyroda
Mierzeja Kurońska
historyczne
miejsca i
twierdza
rosyjskie okno
na Europę
kościoły
bursztyn
historia pełna
zwrotów
rosyjska eksklawa
Morze Bałtyckie
Uniwersytet
Kaliningradas
Калининград
Natur
Kurische Nehrung
historische Orte
und Festungen
Russlands Fenster
nach Europa
Kirchen
Bernstein
wechselvolle Geschichte
russische Exklave
Ostsee
Universität
Gamta
Kurńių nerija
Istorinės vietos
ir tvirtovės
Rusijos langas
į Europą
Baņnyčios
Gintaras
Istorinės vietos
Rusijos anklavas
Baltijos jūra
Universitetas
природа
Куршская коса
Культурноисторические
памятники и
крепость
Окно России в
Европу
церкви
янтарь
изменчивая
история
форпост России
Балтийское море
университет
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
3.5.5 Klaipeda region
Highlights / key words related to Klaipeda region:
English
German
Polish
Lithuanian
Russian
Klaipeda region
Region Klaipeda
Okręg kłajpedzki
Klaipėdos regionas
Gintaro
muziejus –
didņiausia
pasaulyje
inkliuzų
kolekcija
UNESCO
gamtos
paveldas –
Kurńių nerija
Klaipėda
Slapta sovietmečio
branduolinio
ginklo
saugykla
Didņiausias
Baltijos ńalyse
jūrų muziejusdelfinariumas
Gintaro amatų
mugės
Viliojantis
Klaipėdos
fachwerk architektūros
senamiestis
Liaudies amatų mugės
Įspūdinga ir
nepakartojama Jūros
ńventė
Vietinio alaus
degustavimas
Aukńčiausios
Europoje
baltojo smėlio
kopos
Клайпедская
область
Музей янтаря –
крупнейшая в
мире коллекция
включений
насекомых
Наследие
ЮНЕСКО –
Куршская коса
Клайпеда
Совершенно
секретно: бывший
советский
полигон для
испытания
ядерного оружия
Крупнейший в
Балтийском
регионе морской
музейдельфинарий
Янтарные рынки
притягательный
Старый город в
Клайпеде в стиле
фахверк
ярмарка
народных
промыслов
жизнерадостный
традиционный
Праздник моря
дегустация
местных сортов
пива
самые высокие в
Европе белые
песчаные дюны
Amber museum – the world
largest collection of insect
inclusions
UNESCO site –
Curonian spit
Klaipeda
Top Secret
former Soviet
Nuclear Weapon Site
Largest in the
Baltics Maritime MuseumDelphinarium
Amber markets
alluring Klaipeda Fachwerkstyle Old Town
Crafts fairs
bustling traditional Sea Festival
local bier tasting
highest Europe
White Sand
Dune
Bernsteinmuseum – die weltgrößte Sammlung von Insekteneinschlüssen
UNESCO Welterbe – Kurische
Nehrung
Klaipeda
Hochgeheim:
Ehemalige sowjetische Atomwaffenbasis
Das größte
Meeresmuseum
des Baltikums –
mit Delfinarium
Bernsteinmärkte
Klaipedas
charmante
FachwerkAltstadt
Kunsthandwerksmärkte
das Meeresfest
– lebendig und
mit Tradition
probiere das
heimische Bier
die höchste
weiße Sanddüne Europas
Muzeum
bursztynu –
największa na
świecie kolekcja
owadów zatopionych w
bursztynie
Mierzeja Kurońska –
miejsce na liście
UNESCO
Kłajpeda
Tajny silos
atomowy wojsk
radzieckich
Największe nad
Bałtykiem
muzeum morskie i delfinarium
Targi bursztynu
wspaniałe stare
miasto w stylu
muru pruskiego
targi rzemiosła
tętniący życiem
tradycyjny
festiwal morz
degustacja
miejscowego
piwa
najwyższe w
Europie białe
wydmy
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
4 Campaign / communication channels / tools
The following chapter describes the communication channels and the set of activities that will jointly
promote and establish South Coast Baltic as cross-border boating area towards boaters. The channels
have differing schemes and are specifically tailored towards boaters and other tourists as end users.
They aim in making them interested and visit and explore the southern Baltic Sea coast.
4.1 South Coast Baltic boating folder
Description / contents
The South Coast Baltic boating folder is a promotion material that can be used at numerous occasions
and events. It is produced in English as well as all national languages of the region: Lithuanian, Russian, Polish and German. The brochure focuses on generally promoting South Coast Baltic as boating
brand and the cross boarder boating opportunities along the coastline. It is meant to be a basic and
standard promotion material for the brand and will be handed out at e.g. boating fairs, information
events, fam trips or in the marinas (informing about neighbouring destinations in reach) of the region.
Thereby it focuses rather on string emotions and interest than on boring information.
The South Coast Baltic boating brochure displays a map of the region that shall attract boaters to have
a deeper look on it. On the map an exemplary boating trip from Klaipeda westwards to Rügen with
diary entries and experiences made on several spots during the trip illustrates the claim “where boating adventure begins”. As addition the brochure provides information about the 5 participating regions
Vorpommern, Zachodniopomorskie, Pomorskie, Kaliningrad and Klaipeda region. Furthermore the
boaters can get an impression of what they can experience in these regions by displayed pictures and
characterising messages and find hints on where to look for further background information for their
boating trip.
Practical information
► Language versions: English, German. Polish, Lithuanian, Russian
st
► Printed copies / 1 edition: 20.000 (EN: 5.000, DE: 7.000, PL: 5.000, LT: 2.000, RU: 1.000)
► Printouts can be ordered at: Regional contact persons (see chapter 5)
► PDF versions for download: available at www.project-marriage.net/service/downloads/
► Distribution of printed copies e.g. by:
o
MARRIAGE partner organisations (at fairs, regional events)
o
Marina operators
o
Tourist offices
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
Layout of the South Coast Baltic folder (front and back side)
4.2 South Coast Baltic slide show
Description / contents
The South Coast Baltic slide show is a marketing product that visualises the attractiveness of the
southern coastline of the Baltic Sea as boating area. The slide show is meant to be shown online,
during boating fairs or at other public events. It incudes, besides the overview about the geographic
location of the promoted area, pictures and impressions from marinas and touristic sights that are
interesting for boaters who shall be attracted to visit the region for a boating trip. The slide show shows
example for stops of a boat during an imaginary boating trip from Klaipeda to Rügen along the southern coastline of the Baltic Sea. Its focus is on emotion rather than information.
Practical information
► Available versions: High resolution / low resoultion
o
Low res version for download: available at www.project-marriage.net/service/downloads/
o
Link to YouTube channel (high res version): http://youtu.be/56eKQGXuYBs
o
QR code to YouTube channel: ask regional contact persons
► Slide show may be used / distributed e.g. by:
o
MARRIAGE partner organisations (link or download at their tourist websites)
o
Marina operators (link or download at their websites)
o
Local and regional tourist offices / organisations (link or download at their websites)
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
Screenshots from the slide show map and the stop in Wolin and Kołobrzeg.
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
4.3 Joint visits of boating fairs
Description / contents
One of the heart pieces of establishing South Coast Baltic are the joint fair visits of the cooperating
partners and regions. In 2013 and 2014 the boating fairs in Hamburg, Berlin and Warsaw will be visited with a joint fair booth that symbolises the cross-border approach of South Coast Baltic. Besides
four regional fair booth sections from Vorpommern, Zachodniopomorskie, Pomorskie and Klaipeda
region in which the regional brands and sights are shown, the joint fair booth includes a part that is
reserved for the promotion of South Coast Baltic. Generally the whole booth will be firstly visible
through the appearance of the brand (e.g. the colours of booth) and only secondly through the destination brands. Thereby it is always clearly visible that the destinations promote themselves as part of
the whole region and under the brand South Coast Baltic. Interested visitors can find all information
needed for making a trip along the southern coastline of the Baltic Sea by visiting the single destinations and the common part of the fair booth.
The joint / common part displays information that has been developed and produced to promote South
Coast Baltic (also a map on the carpet) as well as complementary material from the destinations.
Picture of the South Coast Baltic fair booth for Hanseboot
Practical information
► Fairs to be visited:
o
Hanseboot, Hamburg / DE, 26 Oct - 3 Dec 2013 (www.hanseboot.de)
o
Boot & Fun, Berlin / DE, 20-24 Nov 2013 (www.boot-berlin.de)
o
Wiatr i Woda, Warsaw / PL, 3-6 April 2014 (www.wiatriwoda.pl)
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
4.4 Fam trip series for foreign boating journalists
Description / contents
From summer 2013 to summer 2014 a series of familiarization (fam) tips for boating journalists will be
organised in order to enhance the visibility of the South Coast Baltic regions and its (sub-) destinations. In the course of the fam trip series all destinations and their touristic highlights will be introduced
and all together form the picture of an divers and interesting boating area. The regionally organised
fam trip, 5-6 in total, will be identifiable as part of a series. Its highlight is a cross-border boating rally
from Gdansk / Gdynia, via Kaliningrad to Klaipeda.
Target group for this communication channel are international boating journalists and tour operators
who are important multipliers when it comes to the establishment of South Coast Baltic. The fam trips
therefore shall lead to various articles and coverage in relevant boating and tourism related print and
online media in the countries of the region. The cross-border approach of the brand is underlined by
the fact that all fam trips are organised with international participation.
Practical information
► Invited participants: Boating / tourism journalists from DE, PL, LT
► Schedule of the fam trips:
o
Vorpommern:
18-20 Sept 2013
o
Zachodniopomorskie (2 trips):
Summer 2014 (tbc)
o
Pomorskie:
Aug 2014 (tbc)
o
Klaipeda region:
1-2 June 2014
o
Boating rally Poland – Kaliningrad – Lithuania:
July 2014 (tbc)
4.5 Cross-border boater forum
Description / contents
The cross-border boater forum is an interactive web 2.0 forum in which boaters can exchange about
the experiences they have made in the southern Baltic Sea regarding cross-border boating trips.
South Coast Baltic should initiate the exchange and interactivity which is very important especially
among boaters who are talkative and often accord more credibility to the honest reports of other boaters. The forum should function as collection of experiences generally made in the region and in specific places like marinas or harbours and enhance trust in provided information, as also mental barriers
and prejudices prevent boaters to travel across borders.
Practical information
► Will follow later
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
4.6 Regional boating brochures
Description / contents
Regional boating brochures that promote one of the regions or destinations of the southern Baltic Sea
as boating area should include and mention the South Coast Baltic approach. Thereby they promote
themselves as part of an attractive boating area and give hints to possible boating trips to the neighbouring regions and destinations.
Practical information
► Further information will follow later (no brochures finalized yet – first ones due in Oct 2013).
4.7 Regional boating apps
Description / contents
Regional boating apps that stand for themselves and that provide boating related information for the
regions / destinations shall be linked in order to follow the idea of South Coast Baltic as connecting
element. Therefore the apps have to be synchronized in certain aspects regarding the brands approach and target and the users have to be able to easily switch between the regional apps.
Practical information
► Will follow later (concept / outlines due in autumn 2013).
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
5 Logo information / style guide
Description / contents
Background information on South Coast Baltic logo and claim:
► The logo symbolizes a sailing ship (red dot) in the waves (blue parts).
► The “waves” follow the south Baltic coastline > geographic reference in the logo.
► The claim adverts to the fact that sailing along the South Coast Baltic is still rather unusual and
still perceived as kind of adventure by many sailors.
► The logo may be used with or without claim.
► The claim can be displayed in different ways, depending on size / available space.
Practical information
► The logo is available in different versions and in different file formats.
► Download of logo: www.project-marriage.net/service/downloads/.
► Download of style guide as separate PDF file: www.project-marriage.net/service/downloads.
Colour schemes
The following visualisations explain the standards for using the corporate design (e.g. definition of
colours, possibilities to combine logo and slogan).
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
6 Contacts
SOUTH COAST BALTIC - REGIONAL CONTACT PERSONS
Vorpommern
Economic Development Corporation Vorpommern
Brandteichstraße 20
17489 Greifswald
Germany
Ms Monique Schulze
Phone: +49 3834 550 605
Fax: +49 3834 550 551
Email: [email protected]
Zachodniopomorskie
Marshal’s Office of Zachodniopomorskie Voivodship
Korsarzy 34
70-540 Szczecin
Poland
Ms Ewa Madaj
Phone: +48 (91) 44 19 134
Email: [email protected]
Pomorskie
The Association of Sea Cities and Municipalities
Wały Jagiellońskie 1
80-853 Gdańsk
Poland
Mr Rafał Galiński
Phone: +48 501020248
Email: [email protected]
Klaipeda
Klaipeda Tourism and Culture Information Centre
Turgaus Str. 7
LT-91247 Klaipeda
Lithuania
Kipras Paldauskas
Phone: +370 (46) 430 702
Email: [email protected]
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)
MARRIAGE COMMUNICATION MANAGEMENT
c/o MARRIAGE Lead Beneficiary
Economic Development Corporation Vorpommern
Brandteichstraße 20
17489 Greifswald
Germany
Ms Monique Schulze
Phone: +49 3834 550 605
Fax: +49 3834 550 551
Email: [email protected]
c/o MARRIAGE Project Management
PLANCO Consulting GmbH
Office Schwerin:
Mecklenburgstraße 75
19053 Schwerin
Germany
Office Essen:
Am Waldthausenpark 11
45127 Essen
Germany
Phone: +49 385 593753-0
Fax: +49 385 593753-20
Phone: +49 201 43771-0
Fax: +49 201 411468
Mr Björn Gabler
Phone: +49 385 593753-11
E-mail: [email protected]
Mr Jens Masuch
Phone: +49 201 43771-11
E-mail: [email protected]
Ms Constanze Benzel
Phone: +49 385 593753-12
E-mail: [email protected]
Mr Paul Palmer
Phone: +49 201 43771-16
E-mail: [email protected]
MARRIAGE is part-financed by the European Union
(European Regional Development Fund)