Concise.pdf - Brugge Plus

communication strategy and
planning for these three exhibitions
was worked out by the
BRUGGE 2002 communication
department and d’Artagnan, in
close consultation with the
management of the Municipal
Museums. This smooth cooperation
resulted in three
much talked-about campaign
images.
These images appeared as busshelter
posters and banners in
the major NMBS/SNCB railway
stations in Flanders and
The Fairy-Tale Brothel
Wallonia, thanks to the very
comprehensive media deal
with the NMBS/SNCB. They
were also to be seen on posters
in shops in Bruges, on strikingly-clad
De Lijn buses, in
radio and TV commercials on
Radio 1, Klara, Radio 2, Canvas,
TV1 and RTBF, and in advertisements
in De Standaard and
Het Nieuwsblad, Le Soir, La voix du Nord and in the magazine Knack.
On top of this, canvassing leaflets for these exhibitions were disseminated in large
print runs and in four languages (in as many as six languages in the case of “Jan van
Eyck, Early Netherlandish Painting and Southern Europe”), the museums developed
merchandising products, and catalogues and spin-off publications were sold. De
Standaard, together with BRUGGE 2002 and a commercial partner, developed largescale
campaigns targeting the public for each of these three exhibitions, which generated
necessary additional media interest – and consequently ticket revenue.
© PATRICK DE SPIEGELAERE
© TRUI GALLE
59
CONCISE
The other projects in the panoply of events on offer in the context of BRUGGE 2002
were ranked according to size and capacity. They could also call on the whole range
of BRUGGE 2002 communication tools. A selection was made from among these
tools, depending on the duration, nature, budget and importance of the project in the
overall programming. This occurred in close consultation with the programme director
and the intendant of BRUGGE 2002. Thus, for example, the contemporary art exhibitions
Attachment + and Octopus, the youth month Kaapstad, the sound art itinerary
.WAV, the video exhibition WHAT and the multimedia festival Format 2002
received special attention in the media planning.
Press sessions were organised by BRUGGE 2002 on an ongoing basis for small and
large projects, and flyers or programme sheets, leaflets, postcards, etc. were prepared.
The other projects were also carefully, clearly and specifically included in the general
communication media.
Communication in the city: House 2002
In the splendid, recently restored House Perez de Malvenda, at Wollestraat no. 53, a
central and multifaceted meeting place was created. Anne Mie Minten was appointed
co-ordinator. Three sponsors were responsible for providing for a contemporary
decoration of the building: B Design and Fractal provided for the furniture and