Marketing in Tourism

    
    

How can a leaflet look like?
Tips and Tricks for creating advertisements
Advertising – Examples
Leisure activities and how to offer them?
  Useful vocabulary and phrases
  Tips and Tricks for recommending activities or events
Listening on giving recommendations

Vocabulary and phrases: Leisure activities, recommendation phrases, monuments
Function: Creating advertising materials in English, recommending further activities and events.
Grammar: Creating recommendations.

Introduction

This lesson shows you what kind of vocabulary and phrases you can use when you are offering your services to your future clients, either in written or spoken form. You will find here useful examples of creating advertisements, dialogues and exercises that can also provide you with useful language for your business.
Tato lekce ukazuje, jaké typy slovíček a frází můžete užít při nabídce svých služeb potenciálním klientům, ať už v psané či mluvené formě. Také zde naleznete užitečné příklady pro vytváření inzerce, dialogy a cvičení, které mohou obohatit vaše jazykové dovednosti potřebné ve vašem odvětví.

How can a leaflet look like?

Kutná Hora by night

Have an unforgettable walk with our expert local guide past of the most famous sights of our town – Kutná Hora. You will be given the most interesting and detailed information on everything you see, local myths and fairy tales included. Afterwards you have the opportunity of watching a concert of classical and opera music in the amazing space of the St. Barbara´s Church, one of the most famous Gothic churches in central Europe and an UNESCO world heritage site.

After the concert you will dine in the traditional Central Bohemian restaurant on the main square of Kutná Hora. At the end of the evening you will be taken back to your hotels by our luxury coach, provided that they are within 15 kilometres radius of Kutná Hora.
Večerní Kutná Hora

Prožijte nezapomenutelnou procházku s naším zkušeným místním průvodcem kolem těch nejznámějších památek našeho města – kutné Hory. Dostanete ty nejzajímavější detailní informace o všem, co uvidíte, včetně místních pověstí a pohádek. Poté budete mít příležitost shlédnout koncert klasické a operní hudby v úžasném prostoru Chrámu Sv. Barbory, jednoho z nejznámějších gotických kostelů střední Evropy, zařazeného také na seznamu UNESCO.

Po koncertu se navečeříte v tradiční středočeské restauraci na hlavním náměstí Kutné Hory. Na konci večera vás luxusním autobusem odvezeme do vašich hotelů, za předpokladu, že jsou v okruhu 15 kilometrů okolo Kutné Hory.



Exercise on reading



Check the comprehension: Choose the best answer


1) Will you be given the opportunity to see the interior of the St. Barbara´s Church?


2) Where the dinner will take place?


3) Will you hear some of the local fairy tales?




Tips and Tricks for creating advertisements


TIP FOR YOUR POSTER
How to create a poster/ an advertisement? 

First of all think about:
What kind of image you want to project? 
How you want to attract the reader or listener?
What your slogan will be? (Bear in mind that it shall have no more than 10 words)
What your main copy will be? (not too long – ideally about 80 words)
What pictures and/or photographs you will use?
Using someone famous to endorse your product or service?

TIP FOR YOUR ADVERT: Follow an AIDA model when creating the advertisement:

Get Attention, hold Interest, arouse Desire, and then obtain Action! John Caples, one of the greatest copywriters of all time, develops the idea and provides us the following principles Get attention Hold attention Create desire Make it believable Prove it’s a bargain Make it easy to buy Give a reason to buy now DON´T FORGET! The most important is a strong and effective headline! Attracts the biggest attention  Appeals to the self-interest of the reader. Answers the question, "What's in it for me?" Sets the tone for the offer. A headline selects the right audience.
For more information see http://www.themarketingguywhodrivessales.com/crashcourse/advtg.htm


Exercise on Tips and Tricks



Check the comprehension - choose the best option


1. How many words shall a slogan/headline have?


2. How many words shall the content of the advertisement have?


3. What AIDA stands for?


4. What function the headline does not have?



Advertising – Examples

Slogans: Examples – Hotel Holiday Inn

(Retrieved from 
http://www.adglitz.com/2010/08/29/hotel-slogans-punchlines-taglines-hospitality-advertising-slogan-commercials/
- see this web for more slogans and punch lines)

Advertising Punch lines:

Relax, it’s Holiday Inn.
We put a smile back on your face.
Pleasing people the world over.
The best surprise is no surprise.
Holiday Inn. The World’s Inn Keeper.
Your Host from Coast to Coast.
The Nation’s Innkeeper.

Hotel overview – for use on websites:

Beautifully located in the historical town centre of Poděbrady, next to the Church of the Exalted Holy Cross, a famous landmark, Hotel Modrá Hvězda offers comfortable and traditionally decorated accommodation. You can venture out and explore the beauties of Czech natural parks located nearby or enjoy the famous local spa therapies. Our Café serves a selection of delicious coffees, appetizing freshly baked cakes or salads. At the restaurant of Hotel Modrá Hvězda you can choose from a rich selection of Czech specialities made of local ingredients. In the summertime you can choose grilled meals from the outdoor barbecue. On the first floor of Modrá Hvězda you can have fun while playing billiards and darts. There is also gym with stationary bicycles and table-tennis equipment on the second floor.

Reading – cooperation with other subjects in your business

Since the competition in hotel and hospitality industry is quite high, you don´t only have to try to be as great as possible in providing your services, first of all you need to be great at presenting and selling them to your future clients. An especially good idea is to establish cooperation with other subjects in your town or region. There is nothing easier for hotel receptionists than to offer more services and activities in the area, such as sports, exhibitions or local sightes.

The sports instructors can promote the hotel restaurant or wellness centre in return. You would of course need more ways of promoting your services than your local social net can provide – you would also need to present your business on the internet (social networks, your town´s website, special websites for tourists etc.), and probably also in the papers. Either way of marketing communication with your future clients you would choose (and probably the best would be the combination of all of them), you would definitely need good promo texts. This lesson will hopefully give you an idea where and how to begin with creating them.
Vzhledem k tomu, že konkurence v hotelovém a turistickém průmyslu je poměrně vysoká, pravděpodobně budete muset být nejen skvělí v poskytování vašich služeb, ale také v jejich prezentování a prodávání vašim budoucím klientům. Obzvláště dobrý nápad je navázat spolupráci s dalšími subjekty ve vašem městě anebo regionu. Pro hotelového recepčního není nic jednoduššího, než nabídnout další služby a aktivity v oblasti, jako například sportovní vyžití, výstavy anebo místní pamětihodnosti.

Sportovní instruktor pak může na oplátku prezentovat hotelovou restauraci anebo wellness centrum. Samozřejmě budete potřebovat vice způsobů marketingové podpory pro vaše služby, než může nabídnout sociální síť vašeho okolí – budete také potřebovat představit svoje podnikání na internetu (na internetových sociálních sítích, webových stránkách vašeho města, speciálních webech pro turisty apod.) a pravděpodobně také v tisku. Jakýkoliv způsob marketingové komunikace s vašimi budoucími klienty si zvolíte (pravděpodobně nejlepší bude kombinace všech zmíněných), rozhodně budete potřebovat dobré promo texty. Tato lekce vám, doufejme, poslouží jako inspirace a dá vám představu, kde a jak začít s jejich vytvářením.

Leisure activities and how to offer them?

Useful vocabulary and phrases
I can highly recommend...Mohu velmi doporučit...
It is my pleasure to recommend...Je mi potěšením doporučit...
I believe that .... will meet your expectations.Věřím, že .... splní vaše očekávání.
It is a great experience to visit...Je skvělý zážitek navštívit...
Open air museumSkanzen
Festivals and cultural eventsFestivaly a kulturní události
Conservation areaPamátková rezervace
Galleries and museumsGalerie a muzea
TheatreDivadlo
Natural places of interestPřírodní zajímavosti
Nature preservesMaloplošná chráněná území
Protected landscape areaChráněná krajinná oblast
Cycle trackCyklostezka
Educative trackNaučná stezka
CanoeingKanoistika – sjíždění řeky
Tennis playingHrát tenis
Beach volleyball courtHřiště na beach volejbal.
Golf courseGolfové hřiště
Basketball courtBasketbalové hřiště
Football fieldFotbalové hřiště
Sports centreSportoviště
PlaygroundDětské hřiště
Exposition/ exhibitionVýstava
Fun for kids/ Have fun Zábava pro děti/ bavit se
A family activity/ An activity for the whole familyRodinná aktivita / aktivita pro celou rodinu
Trip / excursionVýlet/ exkurze
Horse ridingJezdit na koni
Local fairMístní trh (jarmark)
Fishing and huntingRybolov a lov
PondRybník
DamPřehrada
LakeJezero
Game preserveObora pro zvěř

Leisure activities - How to Offer Them

Tips and Tricks for recommending activities or events



How to recommend an activity or event to your clients?
Phrases you can use: 

I can highly recommend...
If you like adrenaline experiences, I can highly recommend bungee jumping 
in the Sports centre nearby. 

It is my pleasure to recommend...
If you are looking for a peaceful activity for this afternoon, it 
would be my pleasure to recommend that you visit/visiting the open air 
museum in Vysoký Chlumec. 

I believe that .... will meet your expectations.
I believe that the Central Bohemian Folklore Festival in Tuchlovice will 
meet your expectations. 

It is a great experience to visit...
It is a great experience to visit the local adrenaline park in the Sports 
centre nearby. 


Exercise on useful vocabulary and phrases



Fill the words in the correct forms in the gaps

I want my kids to have .
Can you recommend a play to me?
It is my to recommend a great golf course nearby.
I believe that our beach volleyball court will meet your .
If you like fishing, I can highly recommend the local which you can find near our town.
I am sure it will be a great for your whole family to visit the open air museum in Vysoký Chlumec.
Thank you for renting bikes in our hotel renting service.
I would highly recommend trying our local cycle .


Listening on giving recommendations


Dialogue on phrases of recommendation



Listen to the audio and try to answer the following questions:

a) Is the guest a sporty kind of person?
b) Is the receptionist communicating politely with the guest? Or is she rather rude?
c) Does the receptionist have any brochures to offer to the guest?
d) Are the guest´s children rather sporty?
e) Is the guest happy about what the receptionist recommended to him?





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