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European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development

European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development POLAND. EUROPEAN FUNDS – CREATIVE TENSION. Image campaign of National Cohesion Strategy Television campaign (part 1) – „the launch” of NCS 2007-2013 brand

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European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development

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  1. European Funds- Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development POLAND Ministerstwo Rozwoju Regionalnego -

  2. EUROPEAN FUNDS – CREATIVE TENSION Ministerstwo Rozwoju Regionalnego -

  3. Image campaign of National Cohesion Strategy • Television campaign (part 1) – „the launch” of NCS 2007-2013 brand • Television campaign (part 2) „strengthening of brand image” of NCS 2007-2013 Ministerstwo Rozwoju Regionalnego -

  4. Assumptions:Communication objective – achievement of at least 60% of the programme knowledge in the first half since start of the campaign.Media objective – maximum range with the condition of frequency 3+ in wide target group.Target group – all, aged 20-64; secondary education+, monthly income net – 1000 zł+, place of residence: inhabitants of villages and cities around 20 000 inhabitants+ (wide target group) – (part. 1)Campaign’s range - nationalTime of a day: minimum 55% GRP during prime time (6.30 p.m.-10.30 p.m.),weekend (5 p.m.-11 p.m.)Contribution of premium position in advertisement block: first/second/second from the end/last: 60% GRP, in this at least 50% during prime timeWeek days vs. weekend: 60/40 (GRP) Ministerstwo Rozwoju Regionalnego -

  5. Image campaign of National Cohesion Strategy(1) 1. Television campaign (part 1) – „the launch ” of NCS 2007-2013 brand The campaign includes: • Creating advertising spots: : ‘We are doing really well’, ‘Great programme’ • Broadcasting the commercials in 43 TV stations (eg. TVN, TVP 1, TVP 2, POLSAT, TVN 24, TV 4) • Broadcast period: 20.12.2007 – 29.02.2008 • Number of broadcasts- over 1 000 2. Television campaign (part 2) „strenghtening of brand image ” of NCS 2007-2013 The campaign includes: • Number of commercials: 1 – „We are doing really well’ • Broadcast period 28.04.– 15.05.2008 • Number of broadcasts - over 850 • Television stations: TVP, TVN, POLSAT, TV 4, TVN 7, TVN 24, Discovery, National Ministerstwo Rozwoju Regionalnego -

  6. Image campaign of National Cohesion Strategy ‘ We are doing really well’ ‘Great programme’ Ministerstwo Rozwoju Regionalnego -

  7. Image campaign of National Cohesion Strategy(2) Outdoor campaign NCS 2007-2013 • Campaign on billboards and backlit billboards (citylights) period: 15.02 - 15.03.2008.; location: 13 biggest cities of Poland • Advertising on buses Period: may 2008 Location: 8 biggest cities of Poland • Advertising on trams Period: may 2008 ; Location: Warsaw Ministerstwo Rozwoju Regionalnego -

  8. Brand awareness of NCS within the society Ministerstwo Rozwoju Regionalnego -

  9. Have you ever seen this sign? GENERALLY (N=1030) SEX AGE EDUCATION Ministerstwo Rozwoju Regionalnego -

  10. 42% 11% 19% 7% 6% 17% 19% 5% 25% 29% 6% 27% 14% 18% 13% 13% Have you ever seen this sign? N=2019 PERCENTAGE OF PEOPLE, WHO DECLARE THAT HAVE SEEN THE SIGN TOTAL: 18% N=2019 Ministerstwo Rozwoju Regionalnego -

  11. Before the campaign After the campaign 11% Ministerstwo Rozwoju Regionalnego -

  12. Thank you very much for your attention! Information, Promotion and Training Department Anna Wywigacz anna.wywigacz@mrr.gov.pl Ministerstwo Rozwoju Regionalnego -

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