The Joint Promotion Platform (JPP) is defined as a marketplace for the promotion of European destinations and pan-European touristic products in strategic markets by setting up a series of cooperative marketing programmes initiated at a European level to be jointly funded by public authorities, destinations and private partners.
Approach and partners
The following parties are involved in the JPP:
- The European Commission steers and co-funds the JPP.
- The European Travel Commission (ETC) is the body responsible for the governance, management and administration of the JPP. ETC brings its extensive knowledge, understanding and long-standing experience in marketing Europe to conceive and develop a series of cooperative marketing programmes to reach out to potential travellers to Europe. ETC invites public partners and business partners from the tourism industry and non-tourism industry to participate in the funding and execution of the promotional activities under those programmes.
- Public Partners: European Destination Marketing Organisations or other bodies with clear competencies in destination marketing. They buy into the cooperative marketing programmes offered by ETC to increase awareness by association with ‘brand Europe’ and benefit from preferential access and visibility in promotional activities at a pan-European scale.
- Private Partners: European and non-European private businesses that operate in the travel and tourism industry, or other related sectors, and associations with an interest in increasing tourism flows to Europe from long-haul markets. They buy into the cooperative marketing programmes offered by ETC to increase awareness by association with ‘brand Europe’ and benefit from preferential access and visibility in European promotional campaigns.
Cooperative marketing programmes funded by the JPP
The Joint Promotion Platform offers funding for two different types of cooperative promotional campaigns:
- Top-down co-branding promotional campaigns
These campaigns are conceived, developed, and implemented by ETC. Public and private partners can buy into the campaigns to benefit from additional brand exposure. The market value of their participation in the campaign is shared between ETC and the partner at a 50/50 ratio.
Case study: Pan-European Promotional Campaign in China
- Bottom-up co-branding promotional campaigns
These campaigns are conceived, developed and implemented by a consortium of public or private partners in collaboration with ETC. The consortium defines the campaign targets, tactics and goals according to a set of terms and conditions set by ETC. The consortium is responsible for managing all operations related to the campaign execution, while ETC administers and supervises its overall implementation. The campaign costs are shared between ETC and the consortium of partners collectively at a 50/50 ratio.
Case study: Creative Cities and Wild Soul of Europe Campaign
Please contact us for further information about the funding opportunities provided by the JPP.