AdventureEDU Case Study Greenland | Adventure Travel Trade Association
 

AdventureEDU Case Study
AdventureEDU Workshop with Visit Greenland

2012 © Mads Pihl / Destination Arctic Circle

Participant Feedback
“The workshop for Greenland focused on regional product development strategies, destination marketing and working with international partners. We found the sessions very informative and helpful as we continue to build awareness for Greenland’s adventure travel product with existing and new markets.”
Anders la Cour Vahl, Deputy Director, Visit Greenland

Situation

Greenland’s new brand, Pioneering Nation, has firmly positioned the country as an adventure destination. As an emerging destination, establishing strong relationships with regional destination partners such as Iceland as well as tour operators with loyal adventure travelers, is a priority.

Visit Greenland requested support in refining their existing marketing vision and strategy and collaboration in developing their tactical marketing plan.

ATTA’s AdventureEDU Solution

In a two-day workshop, AdventureEDU facilitators worked with representatives from Visit Greenland and regional destinations to discuss vision, strategies and tactics for creating strong partnerships, co-marketing and leveraging brand values to increase arrivals to Greenland.

Day 1

Adventure Tourism Trends

  • Shifts in consumer preferences
  • Industry trends
  • Strong adventure brands and what we can learn from them
  • Greenland’s brand positioning

Day 2

Marketing Tactics

  • Evolving relationships with regional tour operator partners
  • Destination companies and events and how to maximize their effectiveness
  • New Greenland products and potential positioning

A final report provided a summary of observations from the workshop and additional recommendations for fostering regional cooperation within the country and working with international tour operators and travel agents.

   
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