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3 Apr 2018

Minsk Pass card marketing based on demand research

MINSK, 3 April (BelTA) – The marketing of Minsk Pass cards in five formats is based on the research of the Belarusian and European market, BelTA learned from Director of the enterprise Mingorspravka Boris Vasilyev on 3 April.

"More than 100 people have bought or ordered a Minsk Pass card since the launch of the sales. We already have more than a thousand subscribers and more than 5,000 people have visited the website. We are monitoring the situation”, said Boris Vasilyev. "But it is a pilot project, and it is impossible to enter the top 10 from the outset. The format and the content don’t always satisfy the clients. That is why we’ve carried out a sociological survey, interviewed more than 250 people, polled opinions at retail outlets, consulted with the Sports and Tourism Ministry, the respective committee of the city administration, and the Tourist Information Center. And we came up with different variants of the content of the cards".

As a result, the cards in five formats were launched on 2 April. 16 types of cards in VIP, premium, de luxe, business, and economy varieties will be available. They will be valid for different periods of time (from 24 hours to 12 months) and some of them will include a transport pass. The cards will cost from Br5.5 to Br69. "For example, a VIP card includes the largest number of free attractions: 11 museums, a zoo, unlimited travels by automobile transport and ten trips by metro, while premium cards don’t provide you with transport services. And so on", explained Boris Vasilyev.

Also, when developing these forms of cards, the opinions of Minsk residents, who are interested in the project, especially in the possibility of visiting museums as much as guests of the capital, were taken into account. "We have developed an economy card valid for 12 months. It allows you to visit various places of interest and costs Br18. We expect that it will be of interest to people who stay in Minsk for a long time", he added.

All varieties of cards include discounts in hotels for three years as well as in public catering establishments and retail chains (they do not apply to museums and tourist buses).

BelTA reported earlier that Minsk Pass cards became available in retail on 17 January 2018. As many as 37 museums joined the project initially, including 14 ones outside Minsk (the Belarusian State Museum of Folk Architecture and Rural Lifestyle, the museum and ethnography complex Zabrodye, castles in Mir and Nesvizh, and other attractions) as well as 16 hotels, six public catering establishments, and eight retail chains. Other establishments, including in the regions, show interest in cooperation. Detailed information about the cost of the cards, available services, and retail outlets is available at www.minskpass.by.

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