Europe invests, Flanders grows! Annual major information activities

Introduction ERDF Objective 2- program in Flanders: two hundred million euros 4 Priorities –Knowledge based economy and innovation –Entrepreneurship –Economic environment –Urban development

Introduction Communication structure: –Technical secretariat (1 FTE) –Provincial contact points Communication budget: euros Cost of the new campaign: euros (21% of the budget)

Structure of the campaign Purpose: Inform the general public about ERDF, create a positive attitude towards Europa and increase the general awareness And this by putting the projects in the spotlights

Structure of the campaign From baseline to headline: “Europe invests, Flanders grows” Funded projects in a bright and colourful spotlight A passe-partout concept: useful for JTS, contact points and beneficiaries (a guidance note) Builds up to the annual event in Bruges

The communication mix Two TV-spots on the Belgium national televisionTwoTV-spots –Run from 10 th until 22 nd of May Ads in 4 major newspapersAds Ads in free newspaper ‘Metro’ Publicity on the biggest radio station for the annual event

The finale: annual event in Bruges 22 nd of May The four priorities on four locations A mix of small and major projects will have an interactive information stand A family day: gadgets, games, performances and a contest Radio broadcast on the spot

Information campaign 2009 Ad in free newspaper to promote a photo contest and the competition ‘Check your knowledge of Europe’ (March 2009)Ad Ads in the same newspaper to announce the annual event (May 2009)Ads Publi-reportage in specialised financial newspaperPubli-reportage

Information campaign 2009 No major impact with general public Annual event was not a great success (due to weather conditions) To early in the program period to communicate the results, most of the projects started in 2009

Conclusion Make the campaign cheerful, colourful Choose a concept that can work for several years and can be used by JTS, contact points and even by the beneficiaries Work with the projects as signboards, choose projects that the general public will understand