the touring tourist
The Province of Antwerpen has a vaste range of tasks. Only a handful of citizens know about what the provincie does. In a political context where the existence of the institutional layer itself is often object of discussion, being seen and heard becomes ever more important. But at the same time, the province can not spend too much money on communication, for both reasons of budget constraints and perception.
Too little people know about the many summer events (cultural, sports, education, …) that the province organizes. In order to ensure visitors and the correct attribution of these events to the province, we took advantage of the typical media silence (“komkommertijd”) during the summer. The idea: we recruited a Chinese tourist to experience and report every single summer event from a new and fresh perspective.
Analysis of the campaign showed that 65% of the inhabitants of the province spontaneously recalled the campaign and almost 70% of those correctly attributed it to the province.
We’d love to tell you more about it. Should we meet for a coffee? Just drop us a line.Yes, contact me