Concise.pdf - Brugge Plus

cation department. A project and tourism co-ordinator concentrated on fleshing out
the tourist prior conditions.
External experts and suppliers were also important to the process of elaborating the
communication for BRUGGE 2002. The advertising agency LG&F positioned the
BRUGGE 2002 “brand” for the general public at home and abroad. The graphic bureau
Megaluna was responsible for the immaculate production of the programme book,
the spin-off magazine “Hour by hour”, and this final report. Finally there was the
advertising agency d’Artagnan, which handled the project communication in splendid
fashion throughout the cultural year.
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We are convinced that the most important condition for a successful communication
policy is enormous flexibility and people who make a personal commitment. The
political basis, the intendant and the artists were also essential ingredients in an
effective communication strategy.
BRUGGE 2002
From communication strategy to action
In order to be able to arrive at a concrete action plan, the intendant had to be able to formulate
the project’s objectives in minute detail with the Bruges city council, and together
they also had to have a concerted view of the communication. Within the total project budget
they also had to be able to make the correct estimate to enable an adequate communication
budget to be earmarked. Only then could the communication department map out a
strategy and implement it efficiently in practice.
A strategy custom-designed for Bruges
A major trump card in the whole communication process – but also a challenge –
was the city of Bruges itself. Every year around three million tourists visit Bruges. On
the one hand, the assignment consisted in motivating these people to discover and
learn about a different side of Bruges, whilst on the other hand we also wanted to
urge those tourists interested more in culture to spend a couple of days in Bruges.
The preconceptions of a “corny”, “dead” city proved to be very persistent, but the large
number and diversity of projects and the timely planning and organisation were
major assets in meeting this challenge.
The broad outlines and tone of the communication were determined within an integrated,
all-embracing communication plan, although enough room was nonetheless
offered to the many projects with their own organisational structure for them to bring
their own specific characteristics to the fore.
© HERMAN SORGELOOS
© JORIJN NEYRINCK
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