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Advertising Campaign Proposal 2007. Combined Buying Power Plus Add-On Options. Target Audience:. 45 + (Baby boomers) Urban Educated Above average income This segment of the population is in their peak earning years. Objectives . Create awareness of Belgium & Flanders

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Advertising campaign proposal 2007 l.jpg

Advertising Campaign Proposal 2007

Combined Buying Power

Plus Add-On Options


Target audience l.jpg
Target Audience:

  • 45 + (Baby boomers)

  • Urban

  • Educated

  • Above average income

    This segment of the population is in

    their peak earning years.


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Objectives

  • Create awareness of Belgium & Flanders

  • Familiarize audience with Belgium & Flanders

  • Attract both the first time and the repeat travelers

  • Entice FIT travelers to visit for leisure, or as an extension of a business trip

  • Increase the number of overnights and encourage repeat visitors to visit the lesser known cities


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Historic cities

Architecture

Art Museums

Antique Markets

Heritage

The Art of living well

The Gastronomy

Fashion

Shopping

Music

Product: Flemish Cities A major cultural destination


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Integrated Marketing Strategy

  • Build on efforts made in the 2004-2006 campaigns

  • Keep and expand existing cultural ads

  • New: Integrate press and pr efforts

  • Be cost effective through joint campaigns


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Build on efforts previously made

  • Examples 2006

  • Advertising Six Cities

  • Advertising BTO New York

  • Advertising abc

  • Advertising Arts in Europe

  • Partnership with Tour Operators, Online & Print Promotions

  • Website Fabulous Flanders




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Art & Architecture

  • Total cost and buying power: $240,000

  • Participants: 8

  • Belgium, Germany, Finland, Holland, Hungary, Romania, Switzerland & Spain

  • Cost per member : $30,000


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a b c program

  • Total cost and buying power: $120,000

  • Participants: 3

  • a Amsterdam (Holland)

  • b Brussels (Belgium)

  • c Cologne (Germany)

  • Cost per member : $40,000



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Keep and expand cultural ads

Pictures and texts can be interchanged promoting cities, museums and art works


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Bring in the noiseRadio Campaign

WQXR is New York City’s only commercial classical radio station. The signal, atop the Empire State Building, covers the five boroughs of New York City, Northern New Jersey, Long Island, Westchester, Rockland and Putnam Counties, and Fairfield, Connecticut. The audience is affluent, educated, well-employed and frequent travelers. The program can be customized to specific cities & events.

NPR (National Public Radio) “Millennium of Music” with host Robert Aubry Davis. The program is carried by more than 100 public radio stations nationwide


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Targeted Press and PR efforts

  • Awareness campaign/mailing “What’s Hot in Belgium & Flanders” to 100 top newspapers and magazines in the U.S. (1X)

  • E-Newsletter to media and press (10X)

  • Press trips (individual & groups)

  • Representation at EUMEX (European Media Market Exchange) in New York, Toronto and Los Angeles (yearly)




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