Transcript Prezentáció sablon (angol)

Communicating the cost of non-Europe:
the „My Europe” media campaign in Hungary
(February-April 2013)
EESC Civil Society Media Seminar, Brussels, 25-26 November 2013
Tamás Király, Ministry of Foreign Affairs of Hungary
WITHIN THE MANAGEMENT PARTNERSHIP
(MPA) FRAMEWORK:
• Developed jointly by the Hungarian MFA, the
Commission Representation and the EP Information
Office in Budapest
• Based on the inter-institutional communication priorities
for 2012
• Annual communication plan signed by all three partners
• Intermediate Body is the MFA: in charge of procurement
and implementation
• 1st complex media campaign on EU in 7 years
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WHY AND HOW ‘COST OF NON-EUROPE
CAMPAIGN’ WAS CHOSEN?
• Analysis of public opinion polls
• Identification of target groups
• Brainstorming with experts and key policy makers
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IMPLEMENTATION
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Budget: 125.000 EUR
Public procurement tender: 8 applicants, negotiations with 3
Decision and contract by December 2012
MEC/Young & Rubicam selected (with the involvement of
external EU experts)
Weekly status meetings from December, together with
COM REP and EPIO
Opening press conference 21 February
Campaign period 25 February- 25 March
Concluding press conference 11 April
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CAMPAIGN MESSAGE DEVELOPMENT
CONTENTS OF
COMMUNICATION
TONE OF
COMMUNICATION
PRACTICAL
ADVANTAGES
PART OF EU
COMMUNITY
• What would it be like, if there were no EU?
• Being European and Hungarian do not contradict each other, on the
contrary.
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CAMPAIGN TOOLS
• TV (60-seconds minispots,
talk show appearances)
• Radio (information
„soundbites”)
• Internet (website,
Facebook, web
advertising)
• PR events (in secondary
schools and universities)
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TV
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2 animated spots with kinetic typography
Personal stories with EU information in the concluding part
„Hungary without the Hortobágy? It wouldn’t be the same.”
5 talk show appearances by campaign representatives
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WEBSITE WITH „EU CALCULATOR”
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SOME RESULTS
• TV spot reached 5.285.000 viewers or 57,6% of population
(476 times on one national and three thematic cable channels)
• 5 talk show apprearances with reach between 554.000 and
1.422.000 each
• Radio spot reach 1.563.500 (18.4%)
• Online surfaces (microsite & Facebook) viewed by 55.576
users (on average 1.628 user/day during campaign period),
806 Facebook likes, 1.231 used the „EU Calculator”
• 5 secondary school and 6 university PR events (interactive
lectures, discussion panels, with the participation of MoFA
leaders) reached 1.239 students
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THANK YOU FOR YOUR ATTENTION!
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