Handicraft and manufactory in the Waldviertel region

Short description

Handicraft has a long tradition in the Waldviertel region. There are still some craftsmen that are specialized in nacre turning, forging and wicker-working. This specific LEADER project aims at the revitalization of the traditional handicraft in the region. The project will be effected in collaboration with the four Local Action Groups (LAG) of the Waldviertel region and one LAG from the Weinviertel region. Future guests and tourists can visit the traditional manufactory premises and can hereby gain a deep insight into the working methods as well as the companies’ work philosophy. Furthermore, they can participate in the offered workshops and trial coursese.g. wicker-working, sharpening scythes or glass blowing.
During the „Waldviertler Handwerkswochen“ a selection of companies will perform a special spring program highlighting the various handicraft techniques. The visitors from abroad can purchase the offered “Handwerkswochen-package”, which includes tickets for two trial courses, for overnight accommodation (different hotel categories available) and for meals. This package creates a benefit for the regional handicraft and tourism businesses.
The project furthermore aims at the support and the networking of the handicraft businesses, traditional manufactories and the educational sector of the region. A common networking platform will also be established.

Point of departure

The performed market investigation has revealed an emerging trend: More and more people are interested in authentic, original, genuine and “sensually perceivable” products. The people’s enthusiasm for traditional handicraft and especially their motivation to learn about the specific technology is strongly increasing.

Many single companies in the German-speaking area already offer creative handicraft workshopse.g. on glass blowing, porcelain painting, organ-pipes manufacturing and carpentry work. The expansion of this resurging niche could be supported by the establishment of a common marketing-initiative and the continuous collaboration/ co-operation with the tourism sector.

One thing is clear: There is a high demand for tourist packages including handicraft workshops! The businesses of interest shall therefore cooperate and enter the market together.

Targets and target groups

This project targets the establishment of the touristic service platform “Handicraft and manufactory in the Waldviertel region”. This platform shall provide a clear economic impetus to the region and also serve as a tourist attraction.

The major aim of the project is to motivate and invite people from other regions to visit the handicraft manufacturers of the Waldviertel region.  The interested visitors shall be provided with the possibility for active participatione.g. in workshops (including information on materials and techniques), trial courses and company visits.

In this way, the visitors will be able to experience handicraft in a hands-on presentation and can convince themselves of the competence and quality of the production site.

The project furthermore aims at the support of the manufacturing business and the establishment of a profound networking platform. On the mid-term, the project shall contribute to a sustainable value creation within the region.

Complementary offers for tourists (f.ex. “Waldviertel – ganz mein Geschmack!", "Bewegung & Outdoor" and excursions to sights) guarantee an exciting holiday experience.

Project implementation and measures

·         Development of tourist offers in cooperation with regional businesses
·         Qualification activities (e.g. company visits, product and business presentations)
·         Media cooperation in terms of B2C (business to consumer), print, radio, newspaper supplements
·         PR work (targeted press/media activities)
·         Merchandising and business cooperation
·         Development of target group specific advertising material (conceptual design, realization, graphic design, printing)
·         Online marketing, including social media marketing and search engine optimization
·         Presentation of the offered program via the thematic channel “Handwerk” (www.waldviertel.at); Evaluation of the effected measures
·         Service and sales: general correspondence, processing guest inquiries, bookings and fulfilling related tasks
·         Special Interest Marketing- participation in activities under the thematic area of the “Niederösterreich”-advertisement
·         Consideration of synergy effects and get in contact with the target groups
·         Realization of joint activities of the companies with a focus on handicraft and manufacturing

Results and effects

The performed market investigation has revealed an emerging trend: More and more people are interested in authentic, original, genuine and “sensually perceivable” products. The people’s enthusiasm for traditional handicraft and especially their motivation to learn about the specific technology is strongly increasing.

Erfahrung

This project facilitates the development and the sustainable use of the tourist service platform on “Handicraft and manufactory in the Waldviertel region”. Thanks to the wide variety of courses, workshops and other tourist offers the visitors will be able to experience traditional handicraft in a hands-on presentation. The offered services can be easily booked in advance.