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 • • • • • Historic cities Architecture Art Museums Antique Markets Heritage • • • • • 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 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 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 Insertions in E-newsletter to 15,000 opt-in 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: • Belgium, Germany, Finland, Holland, Hungary, Romania, Switzerland & Spain • Cost per member : $30,000 a b c program • • • • • • Total cost and buying power: $120,000 Participants: a Amsterdam (Holland) b Brussels (Belgium) c Cologne (Germany) Cost per member : $40,000 What can WE 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 C 83,017 $16,600 Art & Antiques Magazine Three 1-Page ad C 127,393 $18,000 Opera News Magazine Three 1-page ad 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 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 C plus page advertorial 125,000 $8,000 AA/Celebrated Living Two 1-Page ad 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 ... 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. .. 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. .. November 2006 Mid-January to Mid-March 2007 Successful Meetings stand alone emails to 5,000 SM subscribers who take events to Europe September 2006 February 2007 Travel Ad Network A 1-month integrated