The King’s Road organisation works in close cooperation with companies operating in the areas through which the route passes. Approximately one hundred companies have participated in this cooperation each year. Tourists can identify King’s Road companies by the King’s Road crown sign. The crown sign shows that the company provides tourists with high-quality products that are ‘suitable for royals’.
Cooperation with companies is being revised in 2002. The idea now is that companies can select how actively they want to participate in this cooperation. The extent to which each company is promoted depends directly on the cooperation level selected by the company. Companies can choose between three alternatives:
The Royals represent the flagship products of the King’s Road and are used to profile the route. The Royals have prominent exposure in all King’s Road marketing.
All companies participating in King’s Road cooperation are allowed to use the crown sign, and the King’s Road web pages will contain a link to their own web pages. The King’s Road is a cost-efficient marketing channel for the products and services provided by partner companies.
All the products and companies included in the King’s Road system are selected by the King’s Road marketing group. Companies must fulfil certain basic requirements before they are included in the King’s Road project. In this way, we can guarantee that the products and services offered along the King’s Road will be of the highest quality.
