hungarian communication campaign for economic recovery „let the facts talk!” inform meeting,...
TRANSCRIPT
Hungarian communication campaign for economic recovery „Let the facts talk!”
INFORM meeting, BRUSSELS 15/06/2009
Communication campaign for economic recovery
Let the facts talk!
Role: promoting the tools of cohesion policy for economic recovery
• Preserving workplaces by launching hundreds of major investments with the support of European Union funds, which will create an 1800 billion HUF worth of work for the construction industry
• Helping Hungarian SME-s by introducing an economic recovery and stimulus package worth of 1400 billion HUF
Tools:
– Mass media: TV, radio, outdoor advertising
– Press: national and regional mutation
– BTL: on-line ads, PR activities
Timing: beginning of April 2009 – middle of June 2009
Communication campaign for economic recovery
Messages- First period: anti-cyclic (introducing greater flexibility: micro credit,
venture capital, increased advance payment, 4+1 employment)- Second period: ‘Hungarian New Deal’ (accelerate major projects,
market-place for construction industry: http://www.nfu.hu/epitesugyi_kereso)
Creative concept – Visual appearance: in strong media noise (commercial ads and intense
political communication) comics figures are easily recognizable– Screen play: in dialogues, providing answers to the critical voices of the
street, to the strong skepticism
Evaluation– Pre-evaluation: focus groups, in-hall tests– Post evaluation: in progress (focus groups, omnibus)
Creative lay out
TV spot
THANK YOU for your attention!
Judit SZŰCS
National Development Agency