Case Study – Netherlands Board of Tourism admin
Case Study – Netherlands Board of Tourism
Media Managers was briefed to promote the 70th anniversary celebrations of Operation Market Garden with limited media investment.
The Netherlands Board of Tourism had to deliver to their key stakeholders (including hotels, airlines and ferry companies) a targeted, high-impact campaign with measurable outcomes to promote OMG celebrations in the UK as a weekend destination.
Time constraints required fast turn-round of proposals. The project was briefed in mid-July for deployment in August/September.
Perhaps the greatest challenge was that there was no formal budget support.
Rigorous analysis of audience research using TGI (Adults ABC1 45+) and Acorn (60 mins from Intl. Airport) geo-targeting data revealed the optimum media channel as national press and a target list of titles, including The Times.
We felt confident in our relationships with the media owners to sell in a campaign using a holiday to experience the Arnhem celebrations as a competition mechanic with no formal budget support.
We successfully packaged a bespoke campaign with The Times using exciting cross-channel promotional messaging on and in The Times, focusing entry to a competition on Times+.
‘When approached with a brief, Media Managers works hard to meet our very specific objectives and to deliver against the stringent targets we set. The team also makes a concerted effort to understand how our company works as a whole and to meet our very high expectations of service levels. We would definitely recommend Media Managers as a media agency, especially for those companies that prefer a more personable approach.”
Head of Marketing Netherlands Board of Tourism and Conventions
National Press Print
National Press Online
The campaign the agency proposed and executed, achieved:
Total entries – 36,528
Entries exceeded estimated minimum response figures by 243%
Advertising Equivalent value of campaign – £73,544
CRM 3rd party data captured from the entries of The Times+ competition made available to NBTC.