THE ROUTE 25 COMMUNICATION STRATEGY

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• PRESENTATION
• THE ROUTE 25 COMMUNICATION STRATEGY
• 19 OCTOBER 2007
• LLANGOLLEN - WALES

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ACTOR COMMUNICATION

• Centomediagroup holding with 3 divisions
• Media participations
• Centomedia nv
• Multimedia/video/graphics
• Actor nv
• Marketing and communication

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• Centomediagroup
• www.centomediagroup.be
• www.centomedia.be
• Turnover of 2.200.000 euro (2007)
• 3 managers/directors
• 10 employees
• Pool of several freelancers

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• Core activities of Actor
• B-to-B communication
• Retail market
• Authorities
• Agro related communication and advertising
  projects

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• Kempenkorf

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• Plezant Platteland

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• Asparagus

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• Dagen van de Limburgse Hoeve- en streekproducten

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• PromEUregion

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• Landtopbox

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• Prominant

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• Dorp met toekomst

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• Kempen op je bord

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Route 25

• Communication strategy
• How do we perceive the overall feeling of Route
  25?
• New way of travelling, discovering
• Factors with influence on the plan
• Authenticity
• Importance of diversification
• Destressing/looking for new experiences
• To promote the regional farm products
• ? larger scale platform Route 25

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• Platform Route 25
• European feeling/dimension
• Logo
• Communication tools
• Communication plan

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• Company styling
• Logo

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• Company styling
• Logo
• Referring to Europe
• Cross-bordering
• Specific rural colours
• Font styling

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• Baseline
• A closer experience
• What means closer?
• What means experience?

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• General styling
• Squares
• Colours
• Pictures

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• Communication Plan
• Divided into 2 parts
• Part 1 How can we find, inform and convince the
  consumers?
• Part 2 How can we make the project Route 25
  well-known?
• Part 1 How can we find, inform and convince the
  consumers?
• Target group
• Consumers 2 groups
• New consumers
• Ambassadors

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• New consumers
• Tools to inform and convince new consumers
• Brochure
• Horizontal A4, 36 pages, 6 languages
• Content space for description AND tips!
• Childrens corner contest, extra flap backpack
• High Quality

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• Catalogue
• Smaller format, 48 pages, 6 languages
• Content space for description AND tips!
• Childrens corner contest
• Give away

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• Website
• Homepage
• Choose your language
• Choose a region
• Quick menu
• Picture gallery
• Search
• Activities tips
• Kids corner
• Guestbook

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• Accommodations

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• Promotion tools
• Leaflet
• Z-card

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• Gadgets
• - sliding puzzle
• - sunshades

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• Ambassadors
• Tools to convince people to come back
• Map

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• Tools to convince people to come back
• Welcome pack
• Paper bag

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• Tools to convince people to come back
• Welcome pack
• Tissues

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• Tools to convince people to come back
• Welcome pack
• Evaluation form

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• Tools to convince people to come back
• Welcome pack
• Regional farm product, etc

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• Tools to convince people to come back
• Guestbook website

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• Tools to convince people to come back
• Displays

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• Tools to convince people to come back
• Collectors page brochure collect stamps

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• Part 2 how can we make the project Route 25
  well-known?
• Roll up system banner

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• Part 2 how can we make the project Route 25
  well-known?
• Displays

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• Part 2 how can we make the project Route 25
  well-known?
• Powerpoint stencil

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• Part 2 how can we make the project Route 25
  well-known?
• Pocket folder international character

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• Part 2 how can we make the project Route 25
  well-known?
• Cover local character personalized

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• Part 2 how can we make the project Route 25
  well-known?
• Suggestion launch event signboard
• Signboard as quality label
• Commitment of the participants
• Media attention

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• Budget
• Possible choise
• Catalogue 30.000 ex euro 15700
• Brochure 4.500 ex euro 9750
• Z-cards 30.000 ex euro 10550
• Leaflets 30.000 ex euro 2050

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• Planning