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For small-scale accommodations the activities in the form of marketing events or active promotion of a holiday idea are rather rare, as accommodation facilities appear to be a necessary appendix, but not the main purpose of travel (the latter can be active holidays diverse in activities in the nature). In this way, the active advertisement is always tied to the tracks/trails. In cooperation with other entrepreneurs you can produce a brochure that advertises a diverse -sports route with a map depicting the locations of accommodations and attractions on the way (see an example of a map below).
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Route Over-Betuwe
1– Camping-on-the-farm Rijkerswoerd, Elst 2– Horse-riding-school Ruimzicht, Arnhem 3– Camping ‘de Waay’, Doornenburg 4– Castle ‘De Doornenburg’, Doornenburg 5– B.& B. ‘De Immenhof’, Doornenburg 6– Historic Garden Lent e.o., Lent 7- B.& B. ‘De Nieuwenhof’, Ressen The trail is marked in blue |
It is essential to place an advertisement where your potential guests can easily find it. For track-bounded accommodations the places most effective in attracting clients are usually specialized guides (e.g., on trails, sports and routes), website on the Internet (as it is the easiest and most popular way to find an accommodation in a particular region), outdoor tourist maps (e.g., a map of the mountain range with indicated routes and overnight possibilities) and outdoor advertising posters/indicators (for walk-in tourists already on spot), travel guides (for overseas tourists). TV spots can be very expensive, so they can be used for promoting your destination in general or attracting attention to the track network in your region rather than to your personal accommodation services.
When you make an advertisement on your own, the first thing should be the so-called positioning statement that captures an image or impression of your accommodation. Such a statement can be worked out by you and amended by your friends, colleagues, etc. or be based on the impressions of your first clients when they depart (the latter option often reflects better the reality and can be unexpectedly very bright and catching). For accommodations pictures work better than texts. Pay a lot of attention to the images in advertisement materials and take care of good quality of the pictures - an unprofessional photo can spoil the whole impression about your services. You should also always remember that your advertisement must differ from the others and it should clearly state your unique selling points. The style, emphasis, images, exact wording must be determined by the tastes and preferences of your target groups.
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2.2.4. Promotion | 2.2.6. Website and Brochures |
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1 – Recreation Park ‘De Overbetuwe’, Heteren