Visit Mons – European Capital of Culture in 2015

By becoming the European Capital of Culture, Mons represented an opportunity to talk about Belgium and raise interest in its cultural heritage.

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Objectives

Become Top Of Mind and generate interest to a broad audience as well as cultural experts and fans.

Strategy & solution

Our strategic approach:
First step was to listen to the Belgians by setting up a quantitative study, which confirmed the importance of playing the card of the amplification: it was important to reach at least 70% of Belgians
Media Strategy:
Classic communication channels: A website, a mobile application, a presence on social networks, edito dedicated to Mons 2015. A lot of media partners such as RTBF, Rossel, Persgroep, VRT,… Visibility on the Thalys website as well as the Thalys TheCard, Brussels Airlines and Google to help with the international expansion. Locally, SNCB, TEC, Brussels South Charleroi Airport and ING have largely supported the European Capital of Culture by offering a whole series of advertising spaces.

Nevertheless, there was only a maximum coverage potential of 60% on the 18+ y.o. (according to our Matrix tool).
This revealed a need to supplement with Paid Media to guarantee the desired coverage level (> 90%).

All those media were used to touch our target groups (a broad public as well as cultural experts and fans) by proposing them a large events program with concerts, expositions, and much more.

Results

More than 2.200.000 visitors! A plebiscite for the content marketing. A gross benefit on media budget of more than 4 million euro. An exceptional national press coverage with over 7,400 items, +1,000 audio-visual sequences on national media & 3,600 articles and more than 60 audio-visual sequences at the international level. +4,950,000 impressions on Facebook. On Twitter, there are more than 70,000 mentions and 40,000 mentions on Instagram. Earned media six times higher than the average benchmark.

Earned media six times higher than the average benchmark.

ipg media brands - Belgium