Development of integrated mediaplan and execution
Formål med projektet
The goal is to create awareness for the Danish city of Odense as an attractive tourism destination through an integrated digital campaign that reaches the consumer through a variety of touchpoints.
The campaign will run medio September – end October in Italy
KPI are brand awareness (30%) and conversions in terms of clicks (70%) to dedicated landing page.
See more specific KPIs in attached appendix.
VisitDenmark will provide the material for the campaign in terms of content
- Banners
- 40’ second video – and possible variations thereof if requested
- Content and landing page
- Other materials if suggested by chosen proposal
VisitDenmark will further support activity through own channels as CRM, organic SoMe and press releases.
The new branding concept of ”Just another” is at the base of the communication strategy.
Se more about the mere the Danish brand the ’Land of everyday wonder’ here: https://www.visitdenmark.dk/corporate/branding-danmark and examples and brand guidelines here : https://toolbox.visitdenmark.com/
It is not requested to develop a strategy or concept for the communication itself, only for the best possible channels and formats to vehiculate the message and achieve the KPIs.
The tasks consist in
- Presentation of integrated media plan/media mix strategy with clear indication of goals and expected results/KPIs
- Execution and optimization of the media planning
See further details in attached appendix
Vilkår for udbuddet
The allocated budget is of 38.000€ which has to cover all costs both in terms of agency fee and media plan.