1 / 18

TOURISM KNOKKE-HEIST Febr 2011

TOURISM KNOKKE-HEIST Febr 2011. Knokke -Heist is much more than just a resort on the Belgian coast. 

venice
Download Presentation

TOURISM KNOKKE-HEIST Febr 2011

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Kasteellaan 160 | B-9000Gent | BE 0426.851.666 | RPR Gent | TEL. +32 9 224 43 60 | FAX +32 9 224 01 69 | www.dvn.be | info@dvn.be TOURISM KNOKKE-HEISTFebr 2011

  2. Knokke-Heist is much more than just a resort on the Belgian coast.  • It is a sophisticated town, appreciative of the arts and an irresistible magnet for tourists in the summer. It is a great place to rub shoulders with the glitterati, a place to see and be seen. BRAND

  3. SITUATION The coast contends with seasonalvariations. A large amount of visitors during the summer. But in the winter, Knokke-Heist tends to be a bit abandoned. The number of visitors falls sharply after the year end and sales period, reaching its nadir in February. There is no obvious way of attracting people to Knokke-Heist in the winter. Only real ‘fans’ of the town feel compelled to come and brave the wind and cold. • OBJECTIVES Increase the amount of visitors in February Generate free publicity BRIEF

  4. THE IDEA • CREATIVE CONCEPT • TIMING: VALENTINE • TOOL: KISSING BOX • EMO: A KISS TO REMEMBER -> A concept that people took to their heart

  5. STRATEGY • Using a stunt in the form of “the disastrous marriage proposal at the football match between CercleBrugge and Standard”, a viral campaign was launched with the aim of generating free publicity for Knokke-Heist. • This orchestrated stunt created more than 1.5 million hits on You Tube. As well as a big buzz on blogs and social media.

  6. “Stunt” Disastrous marriage proposal http://www.dvn.be/#/en/clients/knokke-heist/viral/

  7. STRATEGY • Once the ball was rolling, a press release was sent out to announce the Valentine@Knokke-Heist event, the “place to be ”for a “successful marriage proposal”. The release was published extensively by the media. “Take her away to a place she will never want to leave Come to the Kissing Box in Knokke-Heist on 12 and 13 February - Valentine@knokke-heist”

  8. VALENTINE@Knokke-Heist • “A KISS” TO REMEMBER becomes “A PLACE” TO REMEMBER. For Valentine@Knokke-Heist, a “Kissing Box” was created where on 12 and 13 February lovers could seal their love with a kiss. As a memento, all “kissers” were given a photo to take home with them. They were also able to enter the competition (to win a gastronomic weekend) and enjoy free champagne on the promenade. 

  9. http://www.valentijnknokke-heist.be/

  10. RESULTS • Total budget for the campaign/project: € 52,000 • Compared to last year, 22% more people visited Knokke-Heist at St Valentine’s weekend. -> Quantitative results: - 200,000 Belgians and 152,000 Dutch and saw the clip- 70,000 hits on FacebookAdditional free publicity in Belgium:Coverage in the newspapers (online and off line): De Morgen, Het Laatste Nieuws, De Standaard, Het Nieuwsblad, GAVA, Belang van Limburg, Le Soir...Coverage on TV: Focus TV, WTV, Studio één, Sportza... Coverage via other online reporting: vandaag.be, clint.be, zita.be... Additional free publicity in other countries: oa. de Telegraaf, NBC, depers.nl...

  11. RESULTS -> Qualitative results: 5.000 lovers will forever have a soft spot in their hearts for Knokke-Heist – and for 3 couples, Knokke-Heist will be engraved in their memories for all time because their “KISS TO REMEMBER” led to a wedding…

  12. Kasteellaan 160 | B-9000Gent | BE 0426.851.666 | RPR Gent | TEL. +32 9 224 43 60 | FAX +32 9 224 01 69 | www.dvn.be | info@dvn.be Unieke beleving met een Happy END in Knokke-Heist.

More Related