case: Opening MAS Havenpaviljoen

Transcriptie

1 case: Opening Havenpaviljoen objectives Gemeentelijk Havenbedrijf Antwerpen is proud to present Havenpaviljoen, a (contemporary) realisation that brings the Port closer to the general public. There was a tender that consisted of a plan of action and the communication campaign for the opening of Havenpaviljoen in February The challenge for Brandhome was to limit the media spending yet to create sufficient visibility and a strong link with the roots of the Port of Antwerp. It was important to take into account the different target groups and specific objectives. which actions did Brandhome undertake? The communication about the opening of Havenpaviljoen was conducted in two phases: the communication preliminary to the opening and the communication post-opening. The opening event as such was, of course, a communication tool and communication moment, and the personification of the message that we wanted to convey. Besides intensive efforts for free publicity, other communication tools were used too: an advertising campaign in and around Antwerp an advertising campaign in newspapers, reinforced by the many news articles (= free publicity) invites for the opening event clear flyers en brochures for visitors an online banner campaign

2 campaign Brandhome opted consciously for simple communication that conveyed a powerful message of openness, transparency, innovation and tradition. The new Havenpaviljoen represents the Port of Antwerp; it symbolizes the importance of the port to the city and to the general public, who do not always know what goes on behind the gates of a port. Therefore, keywords were experience and live, linked to a unique 360 experience by means of a screen on which one could live the Port. The official opening of the Havenpaviljoen thus also was a chance to re-open the port symbolically to the public. The symbolism associated the most with the opening and inauguration in the maritime sector is a ship launching ( scheepsdoop in Dutch). From this emerged the concept D Opening, that is a contraction of doop (launch) and opening. A ship launch is also closely associated with water and that s why the concept perfectly fits the Havenpaviljoen and its surroundings. The general communication towards the public emphasized live. results The campaign was a huge success. At the first day of the opening, the first visitors were waiting in front of the door at 9h30, the last left the Havenpaviljoen past 17h30. There were more than 700 visitors the first day and they were all enthusiastic. All newspapers published articles about the event, so we could conclude that our campaign must have struck the eye. This is what Kurt Tuerlinckx of Gemeentelijk Havenbedrijf Antwerpen declared afterwards: In a short period of time, Brandhome has managed to create a powerful concept for an interactive experience at the foot of het (Museum Aan de Stroom). The concept appeals to the public and is easy to translate into various communication carriers. D Opening is communicatively successful too. term beginning of January 2011 mid May 2011

3 case: Port of Antwerp - Anniversary Havenpaviljoen case: Anniversary Havenpaviljoen objectives To celebrate the first anniversary of Havenpaviljoen, Brandhome was asked to develop a campaign that fitted with the campaign for the launch that we had created the year before. The message was clear forward: visit on the 4th or 5th of February to celebrate one year Havenpaviljoen. which actions did Brandhome undertake? Brandhome designed new print items for the festivities in line with the campaign we made last year. campaign To announce the event to the public, posters were spread, advertisements were published and flyers/folders were distributed. During the festivities in Havenpaviljoen, greeting cards were available to visitors so they could send greetings to their friends and family. results About 850 people attended the festivities.

4 ZA 4 & ZO 5 van tot 00 aan de voet van het Het Havenpaviljoen is één jaar! Dat verdient een feestje en graag nodigen we u hiervoor uit! Kom langs voor muziek, cupcakes, verhalen over de haven en een stroom aan andere verrassingen. Meer info op de website! V.U.: Kurt Tuerlinckx, Gemeentelijk Havenbedrijf Antwerpen, Havenhuis, Entrepotkaai 1, B Antwerpen

5 case: Port of Antwerp - Opening Havenpaviljoen facebook page HVA_1J postkaart_150x100_en_2.indd 1 V.U.: Kurt Tuerlinckx, Gemeentelijk Havenbedrijf Antwerpen, Havenhuis, Entrepotkaai 1, B Antwerpen from the mas Port PAvilion ZAT 4 & ZON 5 februari 05/01/12 11:28 ZATERDAG 4-15u -15u ZAT 4 & ZON 5 flyer_a5_3.indd HVA_1J signage 1 grote familie ZONDAG ZONDAG 5 05/01/12 11:28 B2B ZATERDAG 4 - HVA_1J postkaart_150x100_nl_2.indd 2 rpen.be Doorlopend Deskundige uitleg in het Havenpaviljoen over het reilen en zeilen in de Antwerpse haven Laat gratis je postkaart versturen! Jean sur Mer verkoopt lekkere vishapjes en drankjes aan het Willemdok Het kleinste soepkraam ter wereld houdt je warm Bibberen of je laten fotograferen kan bij onze ijssculptuur zolang die niet gesmolten is! 20/01/12 10:46 1 HVA_1J flyer_a5_3.indd 2 20/01/12 10:46 flyer peep board ZAT 4 & ZON 5 ZATERDAG 4-15u - Doorlopend Deskundige uitleg in het Havenpaviljoen over het reilen en zeilen in de Antwerpse haven Laat gratis je postkaart versturen! Jean sur Mer verkoopt lekkere vishapjes en drankjes aan het Willemdok Het kleinste soepkraam ter wereld houdt je warm Bibberen of je laten fotograferen kan bij onze ijssculptuur zolang die niet gesmolten is! ads installation ZONDAG 5 wat ten en alles aan sen, groe Voor wen het voorbije jaar t wil. je even over enpaviljoen kwij Hav het - cupcakes