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Europe invests, Flanders grows!

This information campaign aims to inform the general public about the European Regional Development Fund (ERDF) investments in Flanders, promoting a positive attitude towards Europe and increasing awareness. The campaign includes TV spots, newspaper ads, radio publicity, and an annual event in Bruges showcasing funded projects. The goal is to create a cheerful, colorful campaign that can be used for several years by various stakeholders involved in the program.

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Europe invests, Flanders grows!

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  1. Europe invests, Flanders grows! Annual major information activities

  2. Introduction • ERDF Objective 2- program in Flanders: two hundred million euros • 4 Priorities • Knowledge based economy and innovation • Entrepreneurship • Economic environment • Urban development

  3. Introduction • Communication structure: • Technical secretariat (1 FTE) • Provincial contact points • Communication budget: 1.180.000 euros • Cost of the new campaign: 250.000 euros (21% of the budget)

  4. Structure of the campaign • Purpose: Inform the general public about ERDF, create a positive attitude towards Europa and increase the general awareness And this by putting the projects in the spotlights

  5. Structure of the campaign • From baseline to headline: “Europe invests, Flanders grows” • Funded projects in a bright and colourful spotlight • A passe-partout concept: useful for JTS, contact points and beneficiaries (a guidance note) • Builds up to the annual event in Bruges

  6. The communication mix • TwoTV-spots on the Belgium national television • Run from 10th until 22nd of May • Ads in 4 major newspapers • Ads in free newspaper ‘Metro’ • Publicity on the biggest radio station for the annual event

  7. The finale: annual event in Bruges 22nd of May • The four priorities on four locations • A mix of small and major projects will have an interactive information stand • A family day: gadgets, games, performances and a contest • Radio broadcast on the spot

  8. Information campaign 2009 • Ad in free newspaper to promote a photo contest and the competition ‘Check your knowledge of Europe’ (March 2009) • Ads in the same newspaper to announce the annual event (May 2009) • Publi-reportage in specialised financial newspaper

  9. Information campaign 2009 • No major impact with general public • Annual event was not a great success (due to weather conditions) • To early in the program period to communicate the results, most of the projects started in 2009

  10. Conclusion • Make the campaign cheerful, colourful • Choose a concept that can work for several years and can be used by JTS, contact points and even by the beneficiaries • Work with the projects as signboards, choose projects that the general public will understand

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