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Publicity and city marketing
The region around Emmen in the Netherlands and Lingen in Germany is undergoing major development. For example, construction of the A37 is resulting in an explosive growth in economic activity. Reason enough for the two largest municipalities in the region to join hands in promoting themselves.
Assignment description
To initiate, activate and support press contacts for the Emmen-Lingen region concerning the construction and completion of the A37. The aim is to emphatically profile the attractiveness of the border region as a place to live, a learning environment, a base for companies and a tourist attraction. Another goal is to achieve positive publicity in the media and the Internet.
Approach
To provide full information on the diversity of this international region, Pors|de Ridder PR is working on four topics: doing business, learning, recreation and living. These topics are also found in the parallel corporate advertising campaign. Each topic was given its own white paper, with a brief impression of the developments in Emmen-Lingen.
For this project, we chose a pro-active approach to the media. Besides issuing regular press releases, we also personally informed editors about developments in Emmen-Lingen. Staff from Pors|de Ridder PR, together with editors, sought the right approach for the target group. This resulted in bicycle routes, company visits and, of course, interviews.
Pors|de Ridder PR coordinated all the media contacts concerning the international region of Emmen-Lingen, and made use of the full width of the media landscape. From large national newspapers to specific consumer magazines and from trade journals to blogs.
Result
This campaign resulted in more than 20 high-quality articles in media titles such as De Telegraaf, ANWB Toeractief, Kampioen, Grasduinen, Financieele Dagblad and Transport en Logistiek. In addition, another 100 or so related articles appeared in newspapers, trade journals, consumer magazines and on the Internet. At the same time, the attention of editors to developments in the Emmen-Lingen region has increased. Awareness of the region has taken a big leap forward, especially in the transport and logistics sector.
However, the most important result is that Pors|de Ridder PR was able to contribute to the growth in business, job opportunities and the number of residents in the Emmen-Lingen region.
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