Activity 2.3 - Designing a pilot project focused on the development of one specific innovative product as an example of innovative, low-season product for (a) target niche market segment(s)

Objective

The design and development of a pilot project focused on place/territorial marketing as an example of sustainable, innovative, low-season product for (a) target niche market segment/s. It had the aim to attract external resources and strengthen the competitiveness of local business, to develop social cohesion, economic competitiveness and environmental sustainability, to improve the image of the territory, raising the degree of attractiveness and activating a mechanism of place branding. 

Detailed Activites
  • 2.3.1 Identification of appropriate niche market opportunities in key source markets and appropriate communication channels. It will be of the utmost importance to develop a key to understanding the territory that is the most coherent of all and endowed with the vocation of a social and environmental area
  • 2.3.2 Identification and development of tourism products of special interest. It will be of the utmost importance to attract the best suitable resources for local development. A proper segmentation and positioning of the territory is crucial
  • 2.3.3 Develop and implement the promotional strategy targeting and effectively reaching the niche segment/s in identified source market/s
  • 2.3.4 Identify and secure sponsorship and a lead event organiser in order to create a ―product territory‖ and develop a successful communication campaign
  • 2.3.5 Follow-up of the work on implementing the pilot project by MoTA, Jordan Tourism Board and private sector partners
  • 2.3.6 Formulation of a package of best practices based on the evaluation of the event
Results
  • Development of a set of practical guidelines adopted by MoTA for organising niche market products
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joittourism twinning,
26 Mar 2015, 03:38