Transcript Advertising Campaign Proposal

Advertising Campaign
Proposal 2007
Combined Buying Power
Plus Add-On Options
Target Audience:
• 45 + (Baby boomers)
• Urban
• Educated
• Above average income
This segment of the population is in
their peak earning years.
Objectives
• Create awareness of Belgium & Flanders
• Familiarize audience with Belgium &
Flanders
• Attract both the first time and the repeat
travelers
• Entice FIT travelers to visit for leisure, or as an
extension of a business trip
• Increase the number of overnights and
encourage repeat visitors to visit the lesser
known cities
Product: Flemish Cities
A major cultural destination
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Historic cities
Architecture
Art Museums
Antique Markets
Heritage
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The Art of living well
The Gastronomy
Fashion
Shopping
Music
Integrated Marketing Strategy
• Build on efforts made in the 2004-2006
campaigns
• Keep and expand existing cultural ads
• New: Integrate press and pr efforts
• Be cost effective through joint campaigns
Build on efforts previously made
Examples 2006
•Advertising Six Cities
•Advertising BTO New York
•Advertising abc
•Advertising Arts in Europe
• Partnership with Tour
Operators, Online & Print
Promotions
•Website Fabulous Flanders
BTO New York 2006 Campaign
JANUARY
The Meeting Professional
Traveling Well (Collette Vacations)
France Guide 2006
FEBRUARY
MARCH
Entrée Magazine
Fortune Magazine
France Magazine
Viacom (Commuter
train boards)
Visit Europe (NY
Times supplement)
APRIL
Budget Travel Magazine
Ale Street News
The Meeting Professional
Meetings & Conventions Magazine
Maclean’s
Money Sense
New Yorker
MAY
Travel Agent Magazine
Agent @ Home
Town & Country
Celebrated Living
Cottages & Gardens
JUNE
Passport Magazine
France Magazine
JULY
American
Association of
Teachers of French
Cottages &
Gardens
AUGUST
Cottages & Gardens
Grand Circle Travel email blast
New York Times Sunday
SEPTEMBER
Entrée Magazine
Executive Travel Magazine
Contribute Magazine
ArtNews Magazine
JaxFax Magazine
Successful Meetings email blast
Meetings & Conventions email blast
Travel Weekly email blast
Town & Country Magazine
Celebrated Living
New York Times Sunday
Budget Travel Online email
OCTOBER
Opera News
Washington National Opera
Magazine
ModernAgent.com
Europe Express email blast
Food Network ad
Community Marketing e-news
Travel Ad Network
Grand Circle Travel email
blast
New York Times Sunday
NOVEMBER
Contribute
DECEMBER
Total circulation 2006:
23,806,922
BTO New York 2006 Internet Marketing
Partners
Description
Dates
ModernAgent.com
A 3-month integrated online marketing
program
Mid October – Mid November 2006
Mid-January to Mid-March 2007
Successful Meetings
2 stand alone emails to 5,000 SM
subscribers who take events to Europe
September 2006
February 2007
Travel Ad Network
A 1-month integrated online marketing
program, ROS ads & e-blasts
Mid-October to Mid-November 2006
Europe Express
2 go-today email blasts, offers in
SideStep.com and Google Adword
October 2006
Meeting & Conventions
Stand alone email to Meeting Planners
who take events to Europe
September 2006
Community Marketing
2 Insertions in E-newsletter to 15,000 optin travelers
TBD
Food Network
ROS homepage ad
October 2006
Travel Weekly
E-blast to 50,000 subscribers
September 2006
Art & Architecture
• Total cost and buying power: $240,000
• Participants: 8
• Belgium, Germany, Finland, Holland,
Hungary, Romania, Switzerland & Spain
• Cost per member : $30,000
a b c program
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Total cost and buying power: $120,000
Participants: 3
a Amsterdam (Holland)
b Brussels (Belgium)
c Cologne (Germany)
Cost per member : $40,000
What can WE do in 2007 and beyond?
Keep and expand cultural ads
Pictures and texts can be interchanged
promoting cities, museums and art works
Bring in the noise
Radio Campaign
WQXR is New York City’s only commercial classical radio
station. The signal, atop the Empire State Building, covers the
five boroughs of New York City, Northern New Jersey, Long
Island, Westchester, Rockland and Putnam Counties, and
Fairfield, Connecticut. The audience is affluent, educated,
well-employed and frequent travelers. The program can be
customized to specific cities & events.
NPR (National Public Radio) “Millennium of Music” with host
Robert Aubry Davis. The program is carried by more than 100
public radio stations nationwide
Targeted Press and PR efforts
• Awareness campaign/mailing “What’s Hot
in Belgium & Flanders” to 100 top
newspapers and magazines in the U.S. (1X)
• E-Newsletter to media and press (10X)
• Press trips (individual & groups)
• Representation at EUMEX (European Media
Market Exchange) in New York, Toronto and
Los Angeles (yearly)
Art & Lifestyle Blend
Promotion
Medium
Circulation
Cost
ArtNews Magazine
Three 1-Page ad 4 C
83,017
$16,600
Art & Antiques Magazine
Three 1-Page ad 4 C
127,393
$18,000
Opera News Magazine
Three 1-page ad 4 C
100,000
$17,400
Preservation Magazine
Two 1-page ad 4C
200,000
$22,000
Entrée/Incircle Magazine
Two 1-page ad 4C
150,000
$18,000
Culture & Travel
Two 1-page ad 4C
60,000
$20,000
WQXR
3x60’ spots daily for 2
weeks plus on line
exposure
Town & Country Travel
Magazine
Two 1-Page Ads 4C
Sub Total:
$10,500
250,000
$20,000
$144,500
Art & Lifestyle Blend
Promotion
Medium
Circulation
Cost
Visit Europe Magazine
East Coast insert NYTimes
One 1-Page ad 4C
Fall 2007
850,000
$15,000
Budget Magazine
Two 1-Page ad 4C
550,000
$25,000
Museums Magazine
Two 1-Page ad 4 C
plus 2 page advertorial
125,000
$8,000
AA/Celebrated Living
Two 1-Page ad 4 C
173,000
$18,500
Production costs
$2,000
Total:
Note: These rates are March
2007 rates and not
guaranteed for Fall
insertions
$211,000