Route 25
Campaign 2: Route 25
THE DEVELOPMENT OF EXPERIENCE PACKAGES BASED AROUND FARM AND LOCAL PRODUCTS AND LOCAL IDENTITY.
In each of the participating areas experience packages will be developed, all of which are aimed at promoting farm and local products and at highlighting the regional identity of the particular area concerned.
These packages will be built around a jointly developed concept entitled the ‘Route Rurale’ that meets the following requirements:
- highlighting the regional identity: when they are putting the packages together the participating areas must succeed in translating the typical identity of the specific region into an experiential dimension.
- being innovative and unique: when developing the packages sufficient creativity must be brought into play in order to ensure that each package is clearly differentiated from the ‘normal’ packages that are developed on an ongoing basis. This will be achieved above all by creating innovative combinations of the experiential elements that are already in existence, thus creating unique packages.
- being exclusive: in developing the packages we are aiming at target groups that can be described as ‘value added seekers’. Therefore we clearly do not choose packages that would fall into so called ‘mainstream tourism’, but would rather choose packages that offer exclusive experiences. In this way we should succeed in optimizing the economic return to the region.
The experience packages are modular, but they nonetheless have a similar structure which means that they are easily recognizable.
These modules are:
- Farm and/or local products
- One or several themed bicycle and/or rambling route(s)
- Accommodation in a rural context
- Additional possible visits
- Countryside events
Although there are already various experiential elements being organized in the participating areas that could come into the framework of the ‘Route 25’ concept, in some areas there are missing elements that need to be added in order to fulfil the requirements laid down in the experience package concept.
It is for this reason that this collaborative project allows participating areas the option of choosing to develop these missing experiential elements.
This campaign also anticipates, amongst other things, the creation of a contact point for each of the areas. These contact points are necessary for the coordination of the local project, and for its management and follow up. The entire project, from the visitor’s first question up to and including the final bill, will operate through this contact point.
The organization of these contact points will vary from area to area. However, the contact points must also meet specific requirements in order for the whole process to be coordinated and to ensure sufficient continuity at the end of the project.
The implementation of the project and the continuation of it after the end of the project period will be carried out through the network of these contact points.
The 'Route 25'-packages will be commercialized under the brandname 'COUNTRYFEEL'
For the promotion of the rural tourist packages in each of the 10 partner regions, communication agency Actor has developed a creative communication and promotion strategy. You can download the complete file here.
