Product managers from 28 European cities met in Barcelona recently to discuss how their city card programmes are working.
There are 40 cities involved in the ‘We Love City Cards’ branding campaign, an initiative of the European Cities Marketing (ECM) consortium.
The City Cards Expert Meeting was a lunch-to-lunch meeting available to the 100 ECM members.
This year’s event assessed the branding strategy for ‘We Love City Cards’, launched in October 2014, as well as the first results of the City Cards Benchmarking survey.
City Cards Knowledge Group chairperson, Olivier Occelli, said: “City cards are a key tool in city marketing. They can boost the visitors’ experience. The objective of this annual event is to create a network of experts working on this segment.”
Testimonials of destinations concerning the way they handle their knowledge of clients and products was delivered and followed by group discussions: Berlin presented results of its latest client survey, and London presented its data analysis about the London Pass.
Sabine Dubreuil, director of tourist services at Stockholm Visitors Board and moderator of this year’s City Cards Expert Meeting, said: “it’s important to work together to optimise our products because when a client is satisfied with a city card, he will be more likely to buy a city card in another city. For example, 50% of the Berlin Pass clients that have taken part in the customer survey had already used a city card in another city.”
