TOURISM KNOKKE-HEIST Febr 2011

BRAND

● Knokke-Heist is much more than just a resort on the Belgian coast.

● It is a sophisticated town, appreciative of the arts and an irresistible magnet for tourists in the summer. It is a great place to rub shoulders with the glitterati, a place to see and be seen.

BRIEF

● SITUATIONThe coast contends with seasonal variations. A large amount

of visitors during the summer. But in the winter, Knokke-Heist tends

to be a bit abandoned. The number of visitors falls sharply after the year end and sales period, reaching its nadir in February. There is

no obvious way of attracting people to Knokke-Heist in the winter.

Only real ‘fans’ of the town feel compelled to come and brave the

wind and cold.● OBJECTIVES

Increase the amount of visitors in February

Generate free publicity

● CREATIVE CONCEPT◦ TIMING: VALENTINE ◦ TOOL: KISSING BOX ◦ EMO: A KISS TO REMEMBER

-> A concept that people took to their heart

THE IDEA

● Using a stunt in the form of “the disastrous marriage proposal at the football match between Cercle Brugge and Standard”, a viral campaign was launched with the aim of generating free publicity for Knokke-Heist.

● This orchestrated stunt created more than 1.5 million hits on You Tube. As well as a big buzz on blogs and social media.

STRATEGY

“Stunt” Disastrous marriage proposal

http://www.dvn.be/#/en/clients/knokke-heist/viral/

● Once the ball was rolling, a press release was sent out to announce the Valentine@Knokke-Heist event, the “place to be ”for a “successful marriage proposal”. The release was published extensively by the media.

“Take her away to a place she will never want to leave Come to the

Kissing Box in Knokke-Heist on 12 and 13 February - Valentine@knokke-heist”

STRATEGY

● “A KISS” TO REMEMBER becomes “A PLACE” TO REMEMBER.

For Valentine@Knokke-Heist, a “Kissing Box” was created where on 12 and 13 February lovers could seal their love with a kiss. As a memento, all “kissers” were given a photo to take home with them. They were also able to enter the competition (to win a gastronomic weekend) and enjoy free champagne on the promenade.

VALENTINE@Knokke-Heist

http://www.valentijnknokke-heist.be/

● Total budget for the campaign/project: € 52,000● Compared to last year, 22% more people visited Knokke-Heist at St

Valentine’s weekend.

-> Quantitative results:- 200,000 Belgians and 152,000 Dutch and saw the clip- 70,000 hits on FacebookAdditional free publicity in Belgium:Coverage in the newspapers (online and off line): De Morgen, Het Laatste Nieuws, De Standaard, Het Nieuwsblad, GAVA, Belang van Limburg, Le Soir...Coverage on TV: Focus TV, WTV, Studio één, Sportza... Coverage via other online reporting: vandaag.be, clint.be, zita.be...

Additional free publicity in other countries: oa. de Telegraaf, NBC, depers.nl...

RESULTS

-> Qualitative results:

5.000 lovers will forever have a soft spot in their hearts for Knokke-Heist – and for 3 couples, Knokke-Heist will be engraved in their memories for all time because their “KISS TO REMEMBER” led to a wedding…

RESULTS

TOURISM KNOKKE-HEIST Febr 2011

Documents

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