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"Moscow Speaking!"
case study
case study
March – December, 2020
Moscow City Tourism Committee
Moscow City Tourism Committee
"Moscow Speaking!" case study
March – December, 2020
Moscow City Tourism Committee
Moscow City Tourism Committee
What is "Moscow Speaking!" project?
"Moscow Speaking!" is an online workshop and one of the largest B2B programs of Moscow City Tourism Committee and Profi.Travel media holding in 2020.
These are five special projects that took place throughout the year. The objectives were to help travel professionals in getting used to the new reality, to navigate them in tourism trends and to present the best tourism products of Moscow city - one of the most promising travel destinations at the moment.
These are five special projects that took place throughout the year. The objectives were to help travel professionals in getting used to the new reality, to navigate them in tourism trends and to present the best tourism products of Moscow city - one of the most promising travel destinations at the moment.
What is "Moscow Speaking!" project?
"Moscow Speaking!" is an online workshop and one of the largest B2B programs of Moscow City Tourism Committee and Profi.Travel media holding in 2020.
These are five special projects that took place throughout the year. The main objectives were to help travel professionals in getting used to the new reality, to navigate them in tourism trends and to present the best tourism products of Moscow city - one of the most promising travel destinations at the moment.
These are five special projects that took place throughout the year. The main objectives were to help travel professionals in getting used to the new reality, to navigate them in tourism trends and to present the best tourism products of Moscow city - one of the most promising travel destinations at the moment.
For whom and why did we create this project?
For all travel professionals! Travel agents, tour operators, hoteliers, representatives of Russian tourist information centers and business related to the tourism industry.
We wanted to tell them about tourism trends and the best travel products of Russian capital, to expand the range of companies' offers in Moscow, to introduce professionals to new partners. Besides, we aimed to share ready-made routes in order to simplify and speed up the sales process of the destination, as well as to increase the loyalty of companies selling tours to Moscow.
We wanted to tell them about tourism trends and the best travel products of Russian capital, to expand the range of companies' offers in Moscow, to introduce professionals to new partners. Besides, we aimed to share ready-made routes in order to simplify and speed up the sales process of the destination, as well as to increase the loyalty of companies selling tours to Moscow.
For whom and why did we create this project?
For all travel professionals! Travel agents, tour operators, hoteliers, representatives of Russian tourist information centers and business related to the tourism industry.
We wanted to tell them about tourism trends and the best travel products of Russian capital, to expand the range of companies' offers in Moscow, to introduce professionals to new partners. Besides, we aimed to share ready-made routes in order to simplify and speed up the sales process of the destination, as well as to increase the loyalty of companies selling tours to Moscow.
We wanted to tell them about tourism trends and the best travel products of Russian capital, to expand the range of companies' offers in Moscow, to introduce professionals to new partners. Besides, we aimed to share ready-made routes in order to simplify and speed up the sales process of the destination, as well as to increase the loyalty of companies selling tours to Moscow.
The online program consisted of 6 levels: Each level of the program had its own event or product line.
The online program consisted of 6 levels: Each level of the program had its own event or product line.
Unified landing page for one year
lasting program "Moscow Speaking!"
lasting program "Moscow Speaking!"
Unified landing page for one year
lasting program "Moscow Speaking!"
lasting program "Moscow Speaking!"
To unite and announce all the stages of the program, and to promote Moscow b2b projects throughout the year, we have created a unified landing page "Moscow Speaking!".
2020:
On this platform professional users could receive points for participating in training activities, pass the final test, monitor their rating, and, if necessary, check past events.
"Moscow Speaking!" online workshop projects offered various opportunities even during the crisis period:
to share relevant information and knowledge
to get acquainted with the best travel products and practices of Moscow
to establish interregional cooperation
6 750
over 270
Media mentions
over 57 500
Profi.Travel users became participants of the project's rating within "Moscow Speaking!" platform
Views of all the program's broadcasts
online and in recording
online and in recording
Anti-crisis online intensive
for travel agents, tour operators, hoteliers
for travel agents, tour operators, hoteliers
Anti-crisis online intensive
for travel agents, tour operators, hoteliers
for travel agents, tour operators, hoteliers
A series of webinars on the new tourism reality, which has become one of the key events for b2b community during the pandemic.
6–10 of April, 2020
April 2020 was just the beginning of the COVID-19 pandemic, and a moment of global confusion and remote work start. Exactly at this time Moscow City Tourism Committee and Profi.Travel run a unifying and most relevant online event, which became the first attempt to comprehend and give practical advice on further work in travel industry.
Representatives of Moscow City Tourism Committee, heads of travel agencies and tour operator companies, hoteliers, lawyers, analysts, and marketers took part in the online intensive.
5 198
registrations
for online intensive
for online intensive
over 41 000
views
of the webinars online and in recording
of the webinars online and in recording
Moscow week at the Russian tourism products online exhibition
Moscow week at the Russian tourism products online exhibition
Russian summer 2021 tourism products online exhibition was the first large-scale domestic travel business event of the season. Moscow took part in this exhibition as a General Partner, which set it apart from all other regions: the capital had the largest virtual stand on the landing page, and an intensive webinars program throughout the week.
20 — 24 of April, 2020
21
webinars from the participants
of the Moscow Week
of the Moscow Week
1 150
registrations
on average for each webinar of the Moscow Week
on average for each webinar of the Moscow Week
over 10 000
views of the Moscow Week webinars online and
in the archive
in the archive
over 15 700
people became guests of virtual stands presenting the tourist potential of Moscow
"Moscow. Summer!" special project
"Moscow. Summer!" special project
The project's summer stage main goal was to navigate travel business in the tourist opportunities of Moscow districts and develop original routes around the city.
1 of July — 31 of August, 2020
Together with Moscow City Tourism Committee, we have created a unique interactive map of districts and interesting places in the capital.
400
professional travel agents,
who have studied the map and continue to use it
who have studied the map and continue to use it
67
objects of Moscow
on the interactive map
on the interactive map
over 8 800
project's pages views
over 386 000
overall coverage
"Moscow. Autumn!" online academy
"Moscow. Autumn!" online academy
30 of September —
2 of October 2020
2 of October 2020
The off-season vacations event attracted quite a large number of participants:
During autumn 2020, when restrictive measures due to COVID-19 were still in effect, travel companies сontinued to increase their domestic product competencies. At this time, we launched a series of webinars on travel opportunities and objects of Moscow in the autumn season.
from 2 000
registrations for the online academy
over 2 300
webinars views online and in the archive
"Moscow. Winter!" online academy
"Moscow. Winter!" online academy
The final series of webinars of one-year lasting project. The participants learned about innovations in the reception of tourists, the development of digital products, and also got acquainted with the winter tourism products of the capital.
11 - 12 of November, 2020
from 2 000
registrations for the online academy
over 1 900
webinars views online and in the archive
After "Moscow Speaking!" program we conducted a survey of b2b audience on Profi.Travel portal about its' impact on the sales process, and the users' experience of working with a tourist product of Moscow. We also personally asked participants for their opinion on the project.
After "Moscow Speaking!" program we conducted a survey of b2b audience on Profi.Travel portal about its' impact on the sales process, and the users' experience of working with a tourist product of Moscow. We also personally asked participants for their opinion on the project.
What do professionals say about the program:
Marina Matysyuk
Head of sales, "Yarobltour" travel agency,
Yaroslavl
Yaroslavl
I thought that I knew Moscow quite well, because I have been selling tours to the capital for so many years. Basically, these are one-day excursion tours by bus, vacations programs or individual hotel reservations in Moscow.
"Moscow Speaking!" project helped me find out about brand new travel products for our programs. I especially liked summer special projects. For example, I've learnt different facts about Zaryadye park, and even found a new exposition there.
I've also discovered a lot of unusual routes for children and RUSSPASS platform, which interested me a lot.
It would be great to learn more about new food services places, since everything is rapidly changing in the capital. Maybe within the next Moscow project it will be possible to devote more time to this question.
Elena Gnizdyukh
CEO of "TATI TOUR" travel agency,
Orel
Orel
Moscow is full of tourist sites and opportunities, every trip you discover something new. For example, we often organize children group trips to Moscow, but just recently we found out about an ice cream factory in Panorama 360, which absolutely amazed us.
Sometimes you can get lost in this flow of information, it's impossible to keep track of every changes in the travel market. That is why I participate in such a projects as "Moscow Speaking!".
We would like to have a greater integration of new Moscow objects into tour operator programs, especially municipal projects. For instance, our company is interested in selling ready-made tours, that's why we constantly need to have updated information, to offer something new and interesting to our clients.
Anna Sidelnikova
Sales manager, "Delfin" travel agency,
Penza
Penza
I've learnt about so many new routes for children within the project, for example "City of Discoveries". I had never heard of this option before the online academy, now we will definitely offer it our tourists!
In my opinion Moscow is not for 1-2 days visit, this city deserves at least a week to explore, and "Moscow Speaking!" project helped me to make sure of this. It is impossible to cover even a small part of its attractions in a couple of days. Now it's important to convey this idea to the tourists.
It would be interesting to meet and communicate with tour operators who offer 7-8 days tours to Moscow.
Natalia Ryzhkova
"N-VOYAZH" Director,
Novokuznetsk
Novokuznetsk
Generally, our tourists perceive Moscow not as a separate tourist destination, but rather as a transitional one. But even during a couple of days in Moscow, clients ask to create a program for them, they want to spend this time with benefit.
These are mainly families, so they prefer visiting museums and galleries, since we do not have something like that in Novokuznetsk.
"Moscow Speaking!" is a wonderful project that helped us to structure knowledge. Without this kind of events, it is extremely difficult for regions to track how much Moscow is changing as a travel destination.
We can do even more!
We can do even more!
"Moscow Speaking!" program made it possible for travel companies not only to get acquainted with the theoretical part and trends of the capital's tourist product, but also to apply new knowledge in sales.
Depending on the customer's tasks, Profi.Travel team creates unique B2B projects that include different blocks - from quests to online academies.
Depending on the customer's tasks, Profi.Travel team creates unique B2B projects that include different blocks - from quests to online academies.
"Moscow Speaking!" program made it possible for travel companies not only to get acquainted with the theoretical part and trends of the capital's tourist product, but also to apply new knowledge in sales.
Depending on the customer's tasks, Profi.Travel team creates unique B2B projects that include different blocks - from quests to online academies.
Depending on the customer's tasks, Profi.Travel team creates unique B2B projects that include different blocks - from quests to online academies.
