reclameklassiekers
TRANSCRIPT
At a glanceWith an exhibition of 150 classic advertising campaigns, the Dutch foundation for preservation of
the cultural-historical heritage of advertising ReclameArsenaal proved that advertising is a part of
our daily life and of cultural-historical value.
Situation AnalysisAcceptance of communications in general and advertising in particular is diminishing. Many
consumers defend themselves against advertising and accept less and less commercial
messages. The Foundation ReclameArsenaal (Advertising Arsenal) believed it was time to
share the cultural-historical value of advertising with the Dutch population and thus prove the
usefulness of advertising.
Objectives To show that advertising is a part of our daily life and of cultural-historical value, thus improving
the reputation of advertising. To attract 75.000 visitors to the exhibition.
StrategyAn exhibition was set up to make clear that advertising is inseparable from our Dutch heritage
and the times in which we live. The exhibition showed very recognizable advertising from
different time periods that told something about who we are and what values we use in
different periods. The 150 most talked-about advertising classics in Dutch history were selected.
The exhibition was the core for all other communication.
ImplementationThe exhibition ran from December 17, 2010 to February 28, 2011. Five months earlier the PR
programme was launched, culminating in the opening itself. The PR was supported by tv-spots,
billboards and – of course – advertising. Many different media (online and offline) were approached
for partnerships and informed about the unique nature of the exhibition. Editors received the book
‘100 years of advertisement classics’ and were invited to a preview of the exhibition.
ResultsThe PR programme resulted in a
continuous stream of media attention.
The opening of the exhibition was
mentioned in all national newspapers,
leading online media and in the two
largest national news broadcasts (NOS
News and RTL News). Eventually, this had
a media value of euro 650,000. In total
82.000 people visited the exhibition.
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Bron: Plus Datum: Januari 2011
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Bron: Iamsterdam Datum: - http://www.iamsterdam.com/nl/placestogo/_100-jaar-reclame-klassiekers/1775e097-fc57-42c9-b923-f2fb2f2a3e6f
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Bron: Local World Datum: - http://www.localworld.nl/lw.php?secID=41&showID=78
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Bron: Brabants Dagblad Datum: 14-10-2010 http://www.brabantsdagblad.nl/vrijetijd/7451334/Expositie-over-Petje-Pitamientje-en-
Flipje.ece
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Bron: Leesplein Datum: 15-10-2010 http://www.leesplein.nl/LL_plein.php?hm=1&sm=1&id=6526
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