promEU.net

Campaign 3: PromEU.net

THE DEVELOPMENT AND IMPLEMENTATION OF A JOINT INNOVATIVE COMMUNICATION STRATEGY FOR THE RANGE OF PROJECTS DEVELOPED

The final part of the project consists of the development of a joint communication and promotion strategy based on the following principles:

- solidarity: the basic principle of the strategy is that the various participating areas will promote each other through a principle of solidarity. The intention is that inhabitants of a specific region can not only get to know their own farm and regional products, but will also come into contact with the rich range of farm and local products from other regions.
In addition to this, participants in a ‘Route 25’ package in a specific region will be given sufficient attractive information on the possibilities offered in other partner areas for taking part in similar experience packages, each of which also comes within the same concept and fulfils the same quality criteria.

- additionality: The promotion of farm and local products in a specific region normally falls under the authority of a regional tourist office or VVV. In their communications partners in this project should firstly try to achieve a working collaboration with these regular bodies. At the same time, they should also work in addition to these regular communication channels, focusing primarily on the implementation of the solidarity principles as set out above. Whereas the regional tourist authorities concentrate mainly on the promotion of their own region, the partners in this collaborative project add to this by promoting the range of projects of the other partner areas.

- quality: the communication strategy must also fulfil the requirement for high quality in its tools and devices. This is the only way in which the exclusivity and the quality of the experience packages on offer can be clearly highlighted.

- application of new technologies: in the implementation of the communication strategy maximum use will be made of new technologies. (E.g. internet communication, database applications and other new technologies).