Advertising Campaign Proposal 2007

Combined Buying Power Plus Add-On Options

Target Audience:• 45 + (Baby boomers)• Urban• Educated• Above average incomeThis 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 CampaignJANUARYThe Meeting ProfessionalTraveling Well (Collette Vacations)France Guide 2006

FEBRUARY MARCHEntrée Magazine Fortune MagazineFrance MagazineViacom (Commuter train boards)Visit Europe (NY Times supplement)

APRILBudget Travel MagazineAle Street NewsThe Meeting ProfessionalMeetings & Conventions MagazineMaclean’s Money Sense New Yorker

MAYTravel Agent MagazineAgent @ HomeTown & CountryCelebrated LivingCottages & Gardens

JUNEPassport MagazineFrance Magazine

JULYAmerican Association of Teachers of FrenchCottages & Gardens

AUGUSTCottages & GardensGrand Circle Travel email blastNew York Times Sunday

SEPTEMBEREntrée MagazineExecutive Travel MagazineContribute MagazineArtNews MagazineJaxFax MagazineSuccessful Meetings email blastMeetings & Conventions email blastTravel Weekly email blastTown & Country MagazineCelebrated Living New York Times Sunday Budget Travel Online email

OCTOBEROpera NewsWashington National Opera MagazineModernAgent.comEurope Express email blastFood Network adCommunity Marketing e-newsTravel Ad Network Grand Circle Travel email blastNew York Times Sunday

NOVEMBERContribute

DECEMBER

Total circulation 2006:

23,806,922

BTO New York 2006 Internet Marketing

Partners Description DatesModernAgent.com A 3-month integrated online

marketing programMid 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 2006February 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 travelers

TBD

Food Network ROS homepage ad October 2006

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 promoting cities, museums and art works

Bring in the noiseRadio 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 BlendPromotion Medium Circulation Cost

ArtNews Magazine Three 1-Page ad 4 C 83,017 $16,600

Art & Antiques Magazine Three 1-Page ad 4 C 127,393 $18,000

Opera News Magazine Three 1-page ad 4 C 100,000 $17,400

Preservation Magazine Two 1-page ad 4C 200,000 $22,000

Entrée/Incircle Magazine Two 1-page ad 4C 150,000 $18,000

Culture & Travel Two 1-page ad 4C 60,000 $20,000

WQXR 3x60’ spots daily for 2 weeks plus on line exposure

$10,500

Town & Country Travel Magazine

Two 1-Page Ads 4C 250,000 $20,000

  Sub Total: $144,500

Art & Lifestyle BlendPromotion Medium Circulation Cost

Visit Europe MagazineEast Coast insert NYTimes

One 1-Page ad 4CFall 2007

850,000 $15,000

Budget Magazine Two 1-Page ad 4C 550,000 $25,000

Museums Magazine Two 1-Page ad 4 C plus 2 page advertorial

125,000 $8,000

AA/Celebrated Living Two 1-Page ad 4 C 173,000 $18,500

Production costs $2,000

Total: $211,000

Note: These rates are March 2007 rates and not guaranteed for Fall insertions