Wonderful Copenhagen – Marketing Plan Process

Wonderful Copenhagen has been doing impressive performance considering tourism strategy planning, choosing target market areas and giving different kind of action plans for local travel trade. Here are some examples:Awareness of CopenhagenMature markets The mature markets, are where the awareness of Copenhagen is highest.People living geographically close to Copenhagen in Norway and Sweden have a very high degree of awareness and accessibility.Growth markets The growth markets, generally have a low awareness of Copenhagen. Less than 50% declare knowing something about Copenhagen, and less than 15% declaring to know a lot. overseas marketsOverseas markets The overseas markets, generally have no or limited awareness of Copenhagen. The further away from Copenhagen, the less people will know.             People on overseasmarkets will often associate Copenhagen/Denmark with Scandinavia.Main reasons to go The travellers are actively exploring the city and the atmosphere is crucial as main reason to travel to Copenhagen. As an average for all markets, the main reasons for travelling to Copenhagen respectively are atmosphere, design & architecture, history, shopping and eating & drinking. However, there are differences in reasons to go depending on market. Mature Markets- B2c:Southern Sweden: Families Stockholm & Oslo: Women 35-55 with interest in local lifestyle, events, eat & drink, shopping and attractions.They know Copenhagen well and appreciate the easy access and proximity. Their motive for travelling to Copenhagen is; to enjoy the atmosphere, the hotels and restaurants, the various events, exhibitions, attractions and museums like Tivoli and Louisiana. Copenhagen attracts many families from Norway and Sweden to visit Tivoli and other amusement parks. Growth Markets– B2c & B2B:Women 35-55 and high spenders with interest in local lifestyle, architecture & design, cutural events, gastronomy and shopping.Russia: Primarily B2B target group. They have a very limited knowledge of Copenhagen. They are looking for new and unique experiences, opportunities to reconnect with spouse or friends, time to spend on the hobbies and interests; Art, Music, Food and Wine, Sports, Architecture and Design. They also have an interest in classical sights and attractions like castles and museums. The choice of destination is secondary and random. Overseas Markets– B2c & B2B:US: High spending gays & empty nesters 50+.Japan: Young women travelling in groups, empty nesters 50+ and B2BChina: High spending empty nesters 50+.Brazil: Primarily B2B target groupThey have no or very limited knowledge of Copenhagen. They mainly come to Copenhagen as part of a round trip in Scandinavia or Europe, or as part of a cruise. The destination itself is a major factor when choosing the travel experience.They take interest in the history and culture of the destination and it’s classical sights and attractions like the castles of North Zeeland and The little Mermaid.  (to be continued)