A BOTTOM-UP APPROACH - Visita
A BOTTOM-UP APPROACH - Visita
A BOTTOM-UP APPROACH - Visita
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EXAMPLE: THE ÅRE HALLMARK EVENT PROJECT• Attraction: of new, preferably foreignsegments.• Image: by definition, a Hallmark event mustbe co-branded with the destination andprovide positive images.• Organization and ownership: where doesthe investment come from, and whois to own and produce the event(s)?• Community: the residents must benefitand the event(s) must be green andsustainable.• Marketing: both targeted to new,special-interest segments and to those whoalready know Åre but are not comingbefore Christmas.Photo: Göran Assner/VIEW
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