European Funds Promotional Campaign in media Anna Wywigacz

European Funds. Promotional Campaign in media Anna Wywigacz, Ministry of Regional Development POLAND Ministerstwo Rozwoju Regionalnego - 03 października 2020 2

EUROPEAN FUNDS – CREATIVE TENSION Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 3

Image campaign of National Cohesion Strategy 1. Television campaign (part 1) – „the launch” of NCS 2007 -2013 brand 2. Television campaign (part 2) „strengthening of brand image” of NCS 2007 -2013 Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 4

Assumptions: Communication objective – achievement of at least 60% of the programme knowledge in the first half since start of the campaign. Media objective – maximum range with the condition of frequency 3+ in wide target group. Target group – all, aged 20 -64; secondary education+, monthly income net – 1000 zł+, place of residence: inhabitants of villages and cities around 20 000 inhabitants+ (wide target group) – (part. 1) Campaign’s range - national Time of a day: minimum 55% GRP during prime time (6. 30 p. m. -10. 30 p. m. ), weekend (5 p. m. -11 p. m. ) Contribution of premium position in advertisement block: first/second from the end/last: 60% GRP, in this at least 50% during prime time Week days vs. weekend: 60/40 (GRP) Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 5

Image campaign of National Cohesion Strategy(1) 1. Television campaign (part 1) – „the launch ” of NCS 2007 -2013 brand The campaign includes: § Creating advertising spots: : ‘We are doing really well’, ‘Great programme’ § Broadcasting the commercials in 43 TV stations (eg. TVN, TVP 1, TVP 2, POLSAT, TVN 24, TV 4) § Broadcast period: 20. 12. 2007 – 29. 02. 2008 § Number of broadcasts- over 1 000 2. Television campaign (part 2) „strenghtening of brand image ” of NCS 2007 -2013 The campaign includes: § Number of commercials: 1 – „We are doing really well’ § Broadcast period 28. 04. – 15. 05. 2008 § Number of broadcasts - over 850 § Television stations: TVP, TVN, POLSAT, TV 4, TVN 7, TVN 24, Discovery, National Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 6

Image campaign of National Cohesion Strategy ‘ We are doing really well’ ‘Great programme’ Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 7

Image campaign of National Cohesion Strategy(2) Outdoor campaign NCS 2007 -2013 § Campaign on billboards and backlit billboards (citylights) period: 15. 02 - 15. 03. 2008. ; location: 13 biggest cities of Poland § Advertising on buses Period: may 2008 Location: 8 biggest cities of Poland § Advertising on trams Period: may 2008 ; Location: Warsaw Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 8

Brand awareness of NCS within the society Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 9

Have you ever seen this sign? GENERALLY (N=1030) SEX AGE EDUCATION Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 10

Have you ever seen this sign? N=2019 42% 11% 19% PERCENTAGE OF PEOPLE, WHO DECLARE THAT HAVE SEEN THE SIGN 7% 6% 17% 19% 5% 25% TOTAL: 18% 29% 6% 14% 27% N=2019 18% 13% Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 13% 11

Before the campaign After the campaign 11% Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 12

Thank you very much for your attention! Information, Promotion and Training Department Anna Wywigacz anna. wywigacz@mrr. gov. pl Ministerstwo Rozwoju Regionalnego - 2020 -10 -03 13