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Europe Invests, Flanders Grows: Annual Information Activities for Economic Development

Learn about Flanders' ERDF Objective 2 program with a budget of 200 million euros, focusing on innovation, entrepreneurship, and urban development. Discover the campaign structure aiming to raise awareness and positivity towards Europe by showcasing funded projects. The communication mix includes TV spots, newspaper ads, and a family day at the annual event in Bruges. Despite some challenges in 2009, the campaign aims to be vibrant, long-lasting, and public-friendly.

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Europe Invests, Flanders Grows: Annual Information Activities for Economic Development

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  1. Europe invests, Flanders grows! Annual major information activities

  2. Introduction • ERDF Objective 2- program in Flanders: two hundred million euros • 4 Priorities • Knowledge based economy and innovation • Entrepreneurship • Economic environment • Urban development

  3. Introduction • Communication structure: • Technical secretariat (1 FTE) • Provincial contact points • Communication budget: 1.180.000 euros • Cost of the new campaign: 250.000 euros (21% of the budget)

  4. Structure of the campaign • Purpose: Inform the general public about ERDF, create a positive attitude towards Europa and increase the general awareness And this by putting the projects in the spotlights

  5. Structure of the campaign • From baseline to headline: “Europe invests, Flanders grows” • Funded projects in a bright and colourful spotlight • A passe-partout concept: useful for JTS, contact points and beneficiaries (a guidance note) • Builds up to the annual event in Bruges

  6. The communication mix • TwoTV-spots on the Belgium national television • Run from 10th until 22nd of May • Ads in 4 major newspapers • Ads in free newspaper ‘Metro’ • Publicity on the biggest radio station for the annual event

  7. The finale: annual event in Bruges 22nd of May • The four priorities on four locations • A mix of small and major projects will have an interactive information stand • A family day: gadgets, games, performances and a contest • Radio broadcast on the spot

  8. Information campaign 2009 • Ad in free newspaper to promote a photo contest and the competition ‘Check your knowledge of Europe’ (March 2009) • Ads in the same newspaper to announce the annual event (May 2009) • Publi-reportage in specialised financial newspaper

  9. Information campaign 2009 • No major impact with general public • Annual event was not a great success (due to weather conditions) • To early in the program period to communicate the results, most of the projects started in 2009

  10. Conclusion • Make the campaign cheerful, colourful • Choose a concept that can work for several years and can be used by JTS, contact points and even by the beneficiaries • Work with the projects as signboards, choose projects that the general public will understand

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