Miek De Roeck: Fashion in Antwerp. Niche Destination Marketing

Niche des)na)on marke)ng

Miek De Roeck Ac)ng Director@

Antwerp Tourism & Conven)ons

WHAT DOES

MEAN TO YOU? FASHION

Why 2013 was a special year

•  In 2013 the Academy existed 50 years •  Jubilee edi)on of the Academy’s show •  The Fashion museum hosted a retrospec)ve about Antwerp fashion •  AT&C launched new fashion products and a fashion campaign to re-‐establish Antwerp as a Fashion capital

Keywords:

-‐ History of Antwerp as a fashion city -‐ Life aRer the Antwerp Six, get the fashion scene out -‐ Grow the Community Antwerp – City of fashion

What were our goals

FASHION IN ANTWERP •  •  Website www.fashioninantwerp.be

•  Fashion Maps

•  Applica)on on iOS and Android

Target: •  experienced fashion lover •  city tripping shopping lover

CAMPAIGN

FASHION IN ANTWERP campaign

•  Blogger outreach October 2013 •  Team up with Think! social media and Tourism Flanders •  An A list of 25 fashion bloggers •  Targets:

•  Get to know the fashion bloggers and get them involved in the story of Antwerp fashion

•  Grow the Antwerp fashion community on our social media channels, get people to like our Facebook page on fashion

Our step by step approach •  Step 1. Invite the bloggers to Antwerp •  Step 2. Invent a crea)ve Facebook campaign •  Step 3. Get the bloggers involved in the campaign

•  Step 4. Make some noise about the campaign •  Step 5. Choose a winner to join the blog trip •  Step 6. A real fashion extravaganza trip

Step 1

•  We invited 25 fairly famous fashion bloggers to come and experience a unique fashion trip – Cup of couple, Dandy Dairy, StyleScrapbook, Zoë Macaron, Yu Masui,…

Step 2. Facebook campaign

Step 3. get the bloggers involved in the campaign

Step 4. Make some noise about the campaign

Step 5. The bloggers came up with a winner

Step 6. A real fashion Extravanganza

RESULTS

Results for the app and website

– Applica)on •  600+ downloads and regular updates •  Major part on iOs (97%)

– Website •  Average of 3200 visitors/month

RESULTS MOOD BOARD

•  4.976 people visited the mood board.

•  201 mood boards were created

•  With 1027 different Instagram images

AD RESULTS

hop://www.likeconomics.nl/2012/08/adverteren-‐op-‐facebook-‐een-‐compleet-‐overzicht/

•  3.802 new Facebook fans via ads •  Average cost-‐per-‐click (CPC) € 0,29 (sector average at € 0,50)*

•  Average click-‐through-‐rate (CTR) 0,065% (while the sector average is 0,040%)*

•  Costs/like: € 1,63 •  De ads targeted to friends of fans of our Facebook page were the most succesfull ones

FASHION IN ANTWERP Facebook •  Growth

– 4500 fans •  Reach

– 1200 fans/day •  7300 stories •  Superreach

– 2500 friends of fans/day

•  54 posts were wrioen by the bloggers •  192K people read those posts

The blog trip

•  547 tweets #FASHIONINANTWERP •  281K people got involved

The blog trip

•  700 Instagram pictures #FASHIONINANTWERP

The blog trip

Interna)onal media

RESULTS •  Antwerp in top ten of

Fashion capitals in the world (Global language monitor)

•  A fashion community that keeps on growing

•  Good contacts with the fashion bloggers (that kept coming to Antwerp in the months aRer the blog trip and kept on wri)ng aRer the blog trip)

Next steps •  Keep on talking to our community online •  Doing more blogtrips to convince people to visit Antwerp

Download the app for free during SOMET14EU on:

Experience Antwerp Fashion with the:

FASHION IN ANTWERP

Ques)ons? Feel free to contact:

Antwerp Tourism & Conven)ons

Miek De Roeck Ac)ng Director

[email protected] +32 3 338 95 02

Miek De Roeck: Fashion in Antwerp. Niche Destination Marketing

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