Concise.pdf - Brugge Plus

The preparatory phase: awareness raising
In the run-up (2000-2001) to the start of the cultural year, a “branding” campaign
was launched in order to familiarise the general public with the BRUGGE 2002
“brand”. To this end, the advertising agency LG&F developed two campaign images
in which old and contemporary elements of Bruges were interwoven. These images
appeared on flyers for the public and for the professional travel sector, and on postcards
and posters.
In the meantime the promotional partners, PR target groups, and the local, national
and international public were informed of the preparations for BRUGGE 2002. This
was done, among other things, through the newsletter “Blauwdruk” (Blueprint) and
by means of information sessions and briefings for local residents.
All these efforts met with positive reactions from both the public and the cultural
partners.
There did develop an almost classic but unnecessary field of tension between tourism
and culture. The cultural project sometimes seemed to be viewed as having a threatening
effect for the partners in the tourist sector (both the official and private partners),
and as a result the partnership with the tourist sector was often overly awkward.
It proved to be difficult to promote the formation of a new image of Bruges
through the tourist channels.
53
CONCISE
Start of the project communication
In this preparatory phase a whole host of communication tools had already been
developed. The idea was to present the whole programme, and then to select from
that large range a number of leitmotifs and highlights. Considerable attention was
paid in particular to the opening weekend and the three major exhibitions – “Jan van
Eyck, Early Netherlandish Painting and Southern Europe”, “HANZE@M4DICI” and
“Cloistered World, Open Books”.
A list of the most important communication media in this phase:
• As of the beginning of 2001 the professional travel sector was actively plied with,
among other things, the so-called trade flyer in seven languages (NL-F-D-E-SP-
IT-JP). This contained a number of highlights of the programme, with practical
information on reservations.
• For the public, a canvassing leaflet was available from February 2001 (NL-F-D-E).
• On 20.02.2001 the revamped web site was launched in three languages (NL-F-E).
• A promotional film of half an hour (NL-F-D-E-SP-IT-JP) presented BRUGGE 2002
in general terms, and apart from highlights in terms of content, also conveyed
something of the atmosphere of the event.
© JAN TERMONT
© LAURE-ANNE JACOBS
Heritage Days 2002
Wijk-Up