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TOURISM KNOKKE-HEIST Febr 2011

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

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TOURISM KNOKKE-HEIST Febr 2011

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  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.

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