Over
thirty product managers from 22 leading European Cities met in
Copenhagen last week to exchange knowledge and best practice in one
of the most significant growth areas in city marketing – city
cards.
The
City Cards expert meeting is an initiative of European Cities
Marketing, an association that improves the competitiveness of cities
through a collaborative approach to marketing and insight based on
benchmarking performance.
Olivier
Occelli, vice-chairperson of the knowledge group, explains: “The
goal of this yearly event was to create a network of experts working
in the field of product management for City Cards. City Cards are an
important tool within the City Hospitality mix since they can enhance
the visitors experience in a City. Through knowledge exchange, ECM
assists members to fine-tune the product, the message and provide
case studies of successful marketing. The development of City Cards
can therefore be brought to the next level.”
At
the meeting, the cities discussed in small groups themes such as
distribution channels, online sales and marketing, and trade
opportunities. The highlight of the meeting was a discussion around a
benchmarking survey undertaken amongst the city members that explored
the various business models, marketing strategies, and the content of
the product itself : transportation, museums, attractions, financial
aspects, sales. The results have been compiled into a report which
will be distributed to all ECM members next June in Copenhagen during
their conference on ‘hospitality.’
“The
ECM knowledge groups play a pivotal role in helping Cities develop
new ideas, products, insight and solutions to European Cities’
competitive barriers. They provide the innovation and fresh new
thinking to get break-through solutions” added Wendy Sieger,
chairperson of the City Cards Knowledge Group.
