25 11 10 concept flemish_coast_2011

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25 11 10 concept flemish_coast_2011

  1. 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
  2. 2. <ul><li>Objectives: </li></ul><ul><li>Positioning: Lovely, warm, child-friendly and lively seaside resort area </li></ul><ul><li>Generate new online/offline contacts (e-newsletter-opt ins, Facebook page, classic address generating ) </li></ul>Flanders Coast - coast campaign 2011
  3. 3. <ul><li>Tasks: </li></ul><ul><li>Generate bookings for months September-June  </li></ul><ul><li>Communicate the versatility of the Flanders Coast  </li></ul><ul><li>Intensifying cross promotions (Target: higher barter volumes, improved visibility in communications channels of the co-operative partners)  </li></ul><ul><li>Using content from existing 2010 website (Landing page - location profile, booklet texts) </li></ul><ul><li>Integrating a competition </li></ul><ul><li>Added info: </li></ul><ul><ul><li>Child-friendliness, very good infrastructure for families  </li></ul></ul><ul><ul><li>Lovely coast & Flemish zest for life  </li></ul></ul><ul><ul><li>Attractive other parts of the country (Oostende / Brügge) </li></ul></ul><ul><ul><li>Broad sandy beaches </li></ul></ul><ul><ul><li>Flemish way of life </li></ul></ul><ul><ul><li>Excellent cuisine </li></ul></ul>Flanders Coast - coast campaign 2011
  4. 4. <ul><li>Needs: </li></ul><ul><ul><li>Sharing activities </li></ul></ul><ul><ul><li>Meeting other young families </li></ul></ul><ul><ul><li>Having more time </li></ul></ul><ul><ul><li>Harmony </li></ul></ul><ul><li>Kids' themes: </li></ul><ul><ul><li>Adventure, courage, fantasy, beauty </li></ul></ul><ul><li>Income category : Middle – middle high </li></ul><ul><li>Choice of accommodation: Holiday resorts – holiday flats or apartments </li></ul><ul><li>Getting there: Car </li></ul>Target Group: Young families in NRW
  5. 5. <ul><li>Nature of the communication: </li></ul><ul><li>Young families are involved directly in our campaign </li></ul><ul><li>We want engage them and invite them to participate actively , possibly by winning something (like a trip or the ticket for a partner) </li></ul><ul><li>We would like to work with the media and companies who are willing to actively support this idea and are able to offer supportive trade and communication channels (for instance with regards to product packaging, events etc.) </li></ul><ul><li>CIB (Belgium booking partner; online booking platform) should as usual be used as booking portal for holiday apartments </li></ul><ul><li>Another additional booking partner could, for instance, be the family specialist &quot;ITS Travels&quot;. </li></ul>Communication – ways & measures
  6. 6. Flemish coast is a“declaration of love“ to young families! Creative approach :
  7. 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&quot; for each seaside ciety/resort, for instance, a real crab fisherman from Oostduinkerke, etc. who will proclaim his &quot;love of family&quot; .
  8. 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, &quot;down time&quot;.   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. 9. Basic ideas around the theme &quot;Declaration of Love&quot; Creative approach :
  10. 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.
  11. 11. Creative approach : Visible, charming, witty and concise <ul><li>Close & personal: </li></ul><ul><li>Communicate the versatility of the Flanders Coast up close and </li></ul><ul><li>personal </li></ul><ul><li>Send emotional messages to young families </li></ul><ul><li>T-shirts with declarations of love </li></ul><ul><li>Love letters to show matters of the heart </li></ul>
  12. 12. Creative approach : <ul><li>Family tax shelter model </li></ul><ul><li>Agenda surfing: Take up the tax increase 2011 in </li></ul><ul><li>campaign </li></ul><ul><li>Consider cross promotion with partners (for </li></ul><ul><li>instance “Sun Parcs”) </li></ul>
  13. 13. <ul><li>Interact: </li></ul><ul><li>Send & receive - Flanders in engaging dialogue with families </li></ul><ul><li>Ideas: </li></ul><ul><li>Possibly multi-layered social media approach </li></ul><ul><li>Appeals on networks, blogs </li></ul><ul><li>Competition: Sending the sweetest declaration of love back to the Flanders </li></ul><ul><li>Coast  </li></ul>Creative approach :
  14. 14. <ul><li>The Flanders Coast is a gift </li></ul><ul><li>that makes people happy. </li></ul><ul><li>Possible approaches: </li></ul><ul><li>Competition: Win a holiday apartment vacation </li></ul><ul><li>Our 10 cities messengers send gifts </li></ul><ul><li>Possibly for a good cause: for instance, benefit </li></ul><ul><li>actions, auctions for good causes </li></ul><ul><li>Flanders Coast comes to you </li></ul><ul><li>Our hearts beat faster for the Flanders Coast </li></ul>Creative approach :
  15. 15. <ul><li>Roadshow – the coast is visiting young families in Germany: </li></ul><ul><li>legendary „Feuerrote Spielmobiil“ - core element of famous tv show for children in the 70ties & 80ties </li></ul><ul><li>Emotional approach because parents know this car from her own childhood </li></ul>Creative approach:
  16. 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. 17. Our concept approach to stage &quot;Declaration of Love&quot; for the flemish coast Creative approach :
  18. 18. Creative approach: The Flemish coast is a declaration of love to young families!
  19. 19. Creative approach : Measures that connect visitors… … and ambassasdors of the coast!
  20. 20. Creative approach – measures & campaign mechanism A D A I Landingpage:
  21. 21. Dear family: „ Will you visit us this summer?“ „ When will you return?“ „ We miss you!“ Creative approach – online bannering
  22. 22. Creative approach – online bannering Straight from the heart: Our declaration of love triggers young families emotionally!
  23. 23. Creative approach – online measures Ônline banners (single or co-branded) eBooklet Redactional promotion Online promotion „eltern.de“ – eBooklet, banners, PR
  24. 24. Creative approach – online measures Online promotion „eltern.de“ – e-newsletters <ul><ul><ul><li>Format: Medium Rectangle </li></ul></ul></ul><ul><ul><ul><li>Recipants: ca. 75.000 </li></ul></ul></ul>
  25. 25. Creative approach – online measures Online promotion „eltern.de“ – social media <ul><ul><ul><li>Ad on: </li></ul></ul></ul><ul><ul><ul><li>Redactional promotion on eltern.de-Facebook </li></ul></ul></ul><ul><ul><ul><li>profile for free! </li></ul></ul></ul><ul><ul><ul><li>chare content of eBooklet with eltern.de- </li></ul></ul></ul><ul><ul><ul><li>facebook users </li></ul></ul></ul>
  26. 26. Creative approach – online measures <ul><li>StandAlone Mail / StandAlone Newsletter </li></ul><ul><ul><li>Target group selection: young families with children (under 6 years) – NRW </li></ul></ul><ul><ul><li>Direct address of users via stand-alone mail </li></ul></ul><ul><li>No divergence loss through selection of target groups via sociodemographic and product-/topic-interest </li></ul><ul><li>Addresses are generated via double opt-in, the advertisement is wished and expected </li></ul><ul><li>To spread the stand-alone mail virally we suggest a competition with a „tell a friend“ function </li></ul>
  27. 27. Creative approach – online measures <ul><li>CPC-network „TradeDoubler“ – </li></ul><ul><li>Generate online contacts / order brochure </li></ul><ul><li>CPC travel ntwork for families </li></ul><ul><li>Targeting: Parents with small children + regiotargeting NRW </li></ul><ul><li>Min. time frame (insertion): 3 months </li></ul><ul><li>Booking model: </li></ul><ul><ul><li>CPC (optimization on CPL base) </li></ul></ul><ul><ul><li>CPL (lead: order a special campaign brochure) </li></ul></ul><ul><ul><li>Order via direct mailing (post) or digital (PDF); </li></ul></ul><ul><ul><li>valid leads </li></ul></ul><ul><ul><li>Opt-In: single-opt-in </li></ul></ul>
  28. 28. Creative approach – online measures <ul><li>Smartclip - small spots for families </li></ul><ul><li>Banner or clips in high end enviroments – target group orientated </li></ul><ul><ul><li>„ Junge Familien Channel“ with focus on women (e.g. on this sites: web.de, gmx.de, myvideo.de, rtl2.de, radio.de, bunte.de, zylom.de, jolie.de, kidszone.de etc.) </li></ul></ul><ul><ul><li>New creative online measures (PreRoll-spot, overlay mouse-over-banner on video) </li></ul></ul><ul><li>Regio-targeting NRW + Rheinland-Pfalz + Niedersachesen </li></ul>PreRoll spot
  29. 29. Creative approach – online bannering Smartclip - small spots for families overlay mouse-over-banner on video
  30. 30. Creative approach – magazine Luna : <ul><li>LUNA – exclusive media cooperation: </li></ul><ul><li>„ Luna and Bugaboo cast the Bugaboo family“ </li></ul><ul><li>Announcement for family casting on & offline </li></ul><ul><li>Registration exclusivly via Lunamag.de incl. </li></ul><ul><li>Facebook, Twitter </li></ul><ul><li>Casting shows in biggest cities in Germany in different </li></ul><ul><li>baby stores </li></ul><ul><li>Voting for Bugaboo familie on Lunamag.de </li></ul><ul><li>Presentation of winner family online/offline </li></ul><ul><li>LUNA online distribution partner: www.urbia.de, </li></ul><ul><li>www.amicella.de </li></ul><ul><li>LUNA cross marketing partner: Hilton Hotels </li></ul><ul><li>myToys – Flemish coast coult be integrated in </li></ul><ul><li>myToys mailings/packages </li></ul>
  31. 31. <ul><li>LUNA – ideas for exclusice media coops: </li></ul><ul><li>Luna searches for coast family 2011 – raffle integration </li></ul><ul><li>(win a holidays in an appartment) – family reports their </li></ul><ul><li>experiences on LunaMag-blog </li></ul><ul><li>Flemish coast will be integrated in shootings </li></ul><ul><li>fashion / toy shooting at the beach - focus on Flemish </li></ul><ul><li>kids products </li></ul><ul><li>sand castle contest </li></ul><ul><li>Water sports for kids - report </li></ul><ul><li>Opportunities for a wide range of joint promotions! </li></ul>Creative approach – Magazine Luna :
  32. 32. Creative approach – life communication : <ul><li>„ Hits 4 Kids“- Festivals for kids: </li></ul><ul><li>25.04.2011 – Cologne </li></ul><ul><li>14./15.05.2011 - Oberhausen, Centr O . </li></ul><ul><li>18./19.06. 2011 – Essen </li></ul><ul><li>17./18.09.2011 - Gelsenkirchen </li></ul>
  33. 33. Creative approach – life communication : <ul><li>„ Hits 4 Kids“- Festivals for kids: </li></ul><ul><li>„ Boundless destination“ </li></ul><ul><li>Flemish coast visits young families </li></ul><ul><li>in Germany </li></ul><ul><li>Opportunity to stage coast </li></ul><ul><li>attractions (Kust-Tram, waffles, </li></ul><ul><li>Dive Olly Dive/Studio 100, etc.) </li></ul><ul><li>Opportunity to get coop budgets of </li></ul><ul><li>thes partners to support this event </li></ul>
  34. 34. Creative approach – life communication : Promotion „life banners“ & coloring booklet: <ul><li>Idea – 1. step: </li></ul><ul><li>Promotion in big NRW cities (Cologne, Düsseldorf, Essen, Oberhausen, etc.) </li></ul><ul><li>Call to action – outstanding staging of „declaration of love“ – branded „Polaroids“ </li></ul>„ Dear family Please smile & visit us!“
  35. 35. Creative approach – life communication : Promotion „life banners“: <ul><li>Idea – 2. step: </li></ul><ul><li>Small colering booklet / card with raffle („Who colors our heart best?“) </li></ul>Promotion „life banners“ & coloring booklet:
  36. 36. Creative approach – life communication : Promotion „Tuk Tuk Heart“: <ul><li>Idea: </li></ul><ul><li>Promotion in big NRW cities (Cologne, </li></ul><ul><li>Düsseldorf, Essen, Oberhausen, etc.) </li></ul><ul><li>Call to action – outstanding staging of </li></ul><ul><li>„ declaration of love“ </li></ul><ul><li>Drive families to playgrounds </li></ul><ul><li>Raffle/coloring booklet / card </li></ul>
  37. 37. Steps - development of campaign visual „heart“
  38. 38. Hartelijk bedankt. Grafenstein Freizeit- und Tourismuswerbung GmbH Kaunstraße 21 | 14163 Berlin | www.grafenstein.net

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