The document outlines a marketing campaign for the Flanders Coast region of Belgium targeting young families in North Rhine-Westphalia, Germany. The campaign's objectives are to position the coast as lovely, warm, and child-friendly, and to generate new online and offline contacts. The proposed creative approach frames the coast as declaring its love for families through various online, print, and event-based activities.

1. Concept Flemish Coast 2011 The Flanders Coast - 2011 campaign Client: Westtoer / Tourismus Flandern-Brüssel Campaign starts: April 2011 Time Frame: April-June 2011 + September 2011 Target group: young families Market source: NRW Middelkerke, 25.11.2010

6. Flemish coast is a“declaration of love“ to young families! Creative approach :

7. Creative approach : The Flemish Coast is a “declaration of love” to young families! Because everyone (the waffle maker, crab fisherman, porter, playground worker, fast food vendor, zoo or museum director) gives his/her very best year after year to see bright/happy children's faces . By families for families: Each person loves his/her job and enjoys doing what they can to ensure families have a happy holiday . All on the Flanders coastline could in principle be regarded as one big family . Even specifice family attractions on the Flanders Coast (like the coastal tram, special boat in the harbour etc.) may figuratively be seen as a member of the Flanders Coast family. 10 ambassadors for 10 seaside cities/resorts: For our coastal campaign, we will select a “ambassador" for each seaside ciety/resort, for instance, a real crab fisherman from Oostduinkerke, etc. who will proclaim his "love of family" .

8. Creative approach: The Flemish Coast is a “declaration of love” to young families! A fun-filled world of indulgence Being aware of the pleasure plays a very important role in this context - to have all the pieces of the holiday puzzle (eating, fun, sleeping) fit together for a picture of indulgence/enjoyment . A common feeling is experienced by all family members: social enjoyment, mutual activities, having time for one another, "down time". Emotions count - The Flanders Coast offers truly special family moments: The Flanders Coast awakens feelings of harmony , total family friendliness and security . We would like to convey this message in a pleasant and active way with our Declaration of Love campaign. We want to reach relevant families directly in NRW in an authentic and outstanding way, in other words, by appealing either to the family as a whole or also by appealing to single family members.

9. Basic ideas around the theme "Declaration of Love" Creative approach :

10. Creative approach : The Flanders coast declares its love to young families . Families are welcome: We show the families how much the Flanders coastline likes them. This is the beginning of a wonderful and charming campaign message. From the heart: Everyone on the Flanders coastline wears their heart on their sleeve.

16. Creative approach: Further thoughts to the „declaration of love“… Outstanding & authentic: http://divxklip.de/video/spOIvYc5Lz4/epic-liebeserklrung-an-caro.html http://www.myvideo.de/watch/2322144/Liebeserklaerung http://www.mein-tag.tv/meine-liebeserklaerung.html

17. Our concept approach to stage "Declaration of Love" for the flemish coast Creative approach :

18. Creative approach: The Flemish coast is a declaration of love to young families!

19. Creative approach : Measures that connect visitors… … and ambassasdors of the coast!

20. Creative approach – measures & campaign mechanism A D A I Landingpage:

21. Dear family: „ Will you visit us this summer?“ „ When will you return?“ „ We miss you!“ Creative approach – online bannering

22. Creative approach – online bannering Straight from the heart: Our declaration of love triggers young families emotionally!

23. Creative approach – online measures Ônline banners (single or co-branded) eBooklet Redactional promotion Online promotion „eltern.de“ – eBooklet, banners, PR

29. Creative approach – online bannering Smartclip - small spots for families overlay mouse-over-banner on video

37. Steps - development of campaign visual „heart“

38. Hartelijk bedankt. Grafenstein Freizeit- und Tourismuswerbung GmbH Kaunstraße 21 | 14163 Berlin | www.grafenstein.net