Advertising Campaign Proposal 2007

Build on efforts previously madeExamples 2006 •Advertising Six Cities •Advertising BTO New York •Advertising abc •Advertising Arts in Europe • Partnership with Tour Operators, Online &

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

ModernAgent.com A 3-month integrated online marketing

program Mid October – Mid November 2006Mid-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 opt-in

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

• 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

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

weeks plus on line exposure

$10,500

Town & Country Travel

Art & Lifestyle Blend

Visit Europe Magazine

Note: These rates are March

2007 rates and not

guaranteed for Fall

insertions