This was a volunteer-based project for chateau de Fontainebleau while at INSEAD through 2007. The program is still actual for today.

1. What can we do to develop the inflow of Russian
visitors? What communication program will serve
best to establish the tourist route to Château de
Fontainebleau?
Giulia Del Fabbro
Kristina Babilashvili
Fontainebleau, July 30, 2007
Prepared by Kristina Babilashvili 1

2. Growing income in Russia will continue to drive the flow of tourists
from Russia to France. How can we capitalize on this trend?
Development of tourism from Russia
Number of Russian tourists going to France [`000] GDP per capita in Russia [USD `000]
CAGR 26% forecast
174.1 CAGR 7%
138.5 23
22
112.1 19 20
17 18
87.4 14 16
11 12 13
8 9 10
8
2002 2003 2004 2005 '01 '02 '03 '04 '05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15
Sources: Economist Intelligence Unit, Ministry of Tourism of Russian Federation Prepared by Kristina Babilashvili 2

3. Who are we communicating to? What do we want to say? How do
we approach each target?
Russian visitors acceleration program
1 Communication targets 2 Insight, message, UVP1) 3 Promotional materials
LEVEL 1 3.1 Tourist agency kit
Business Channel Promo • news & promo release
Tourist • feedback /order form
operators dynamics profit mechanic
primary • give-aways
& agencies
LEVEL 2 3.2 Press kit
Channel • press release
Story
Media profit; - • eye-witness story
secondary value
Exclusivity • give-aways /invitation
LEVEL 3 3.3 Visitor kit
Unique Exclusivity Promo • guide /information
Mass experience (TBD) mechanic • feedback form
tourists • recommend-to-a-friend flyer
ad hoc
1) Unique Value Proposition
Prepared by Kristina Babilashvili 3

4. What will be the project milestones? Are all the necessary
resources available for successful execution?
Prospective next steps
1 Research 2 Concept & Material 3 Execution & Follow-up
1.1 Target data: tourist business 2.1 Concept approval 3.1 Direct contact: tourist agencies
• compile the list of leading • verify & approve • distribution of promo
Russian tourist operators & communication concept materials
agencies with focus on relevance against research • receipt & action on feedback
France findings /order form
1.2 Target data: tourist media 2.2 Promo mechanics 3.2 Press relations
• create contact database • verify & approve program • distribution of press kit
• screen current publications setup • follow-up on publication
• select extra value plans
proposition
1.3 Visitors & operators insights 2.3 Communication materials 3.3 Visitor welcome
• identify Russian tourist route • copy writing • program information
to the château: what • design, pre-press & • feedback collection
motivates them to come & production of print materials
which way do they take? • website enhancement (TBD)
Prepared by Kristina Babilashvili 4