DESINGEL IN FOCUS

DESINGEL INTERNATIONAL ART CAMPUS

1.BASIC PRINCIPLES

2.OBJECTIVES

3.STRATEGY

4.INTEGRATED APPROACH

5.CASES

6.CONCLUSION

DESINGEL IN FOCUS

TABLE OF CONTENTS

DESINGEL IN FOCUS

deSingel newbuild clearly sets the pace of the exciting

art campus

36,000 m² acting as an infinite source of contentual

opportunities to create a closer bond between the general

public and the artist

more than ever, give visibility to all things international

BASIC PRINCIPLES

DESINGEL IN FOCUS

General public = spectator/member

student

artist

member of staff

Social media era: - Facebook

- Twitter

- YouTube

- Flickr

- blogs

Press: of invaluable importance

BASIC PRINCIPLES

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QUANTITATIVE

promote ticket sales

create loyalty among the general public and seek out

new audience

programme extension newbuild

QUALITATIVE

provide in-depth information

converse

create ambassadors

promote creative communication in arts sector

DESINGEL IN FOCUS

OBJECTIVES

1.IMAGE COMMUNICATION

= deSingel DNA

2.PROGRAMME COMMUNICATION

= create momentums

= highlights programme through an integrated approach

DESINGEL IN FOCUS

STRATEGY

DESINGEL IN FOCUS

printed matter

digital

press

since mid-2011:

+ audiovisual media

+ social media

= &-& STORY

= RESOURCES ≠ OBJECTIVE

INTEGRATED APPROACH

What happens when you add

social media to a boring

exhibition?

A boring exhibition combined

with social media.

WITH REGARD TO REPUTATION MANAGEMENT: IN LISTEN!

everyone = critic

everyone has numerous channels at their disposal to

express opinions: Facebook, blogs, etc.

people talk about a brand = 80% +

catch and disseminate positive commentary

DESINGEL IN FOCUS

INTEGRATED APPROACH

WITH REGARD TO REPUTATION MANAGEMENT:

CONVERSE

answer complaints adjust operation

long-term relations sincere and genuine

conversation

committed spectator/member = ambassador

we must guide that conversation:

- by being present on social media

- by telling stories blog & audiovisual media

storytelling = attracting a new audience

DESINGEL IN FOCUS

INTEGRATED APPROACH

DESINGEL IN FOCUS

INTEGRATED APPROACH

SOCIAL MEDIA ERA

listen & converse

forum http://www.desingel.be

Facebookpagina deSingel

Twitteraccount #desingel

DESINGEL IN FOCUS

1. IMAGE COMMUNICATION

Made in deSingel

2. PROGRAMME/PRODUCTION COMMUNICATION

unique productions: TeZukA

themes/clusters: Goldberg. The Series

involvement: Octopus

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

IMAGE COMMUNICATION

Made in deSingel

= new label creates opportunities for communication

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

De Morgen 26/09/2011

IMAGE COMMUNICATION

Made in deSingel

= new label creates opportunities for communication

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

PROGRAMME COMMUNICATION

Sidi Larbi Cherkaoui TeZukA

9 presentations x 800 seats = 7,200 tickets for sale

= a totally new experience for stage art productions at

deSingel

requires a major campaign

perfect timing = 1 year after the opening of the newbuild

in Oct 2010

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

PROGRAMME COMMUNICATION

Sidi Larbi Cherkaoui TeZukA

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

PROGRAMME COMMUNICATION

Sidi Larbi Cherkaoui TeZukA

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

PROGRAMME COMMUNICATION

Sidi Larbi Cherkaoui TeZukA

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

end result: 700 new

customers

PROGRAMME COMMUNICATION

Goldberg. The Series.

Objective: classical music suitable to a wide audience

Medium: short film

Result: public response and press

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

PROGRAMME COMMUNICATION

Philippe Decouflé/Octopus

Objective: involving the audience

Medium: short film

Result: response from Forum (64) –

short and long-term

DESINGEL IN FOCUS

INTEGRATED APPROACH: CASES

1.TO CREATE MOMENTUMS

2.TO COMBINE RESOURCES AND MEDIA FOR

MAXIMUM IMPACT

DESINGEL IN FOCUS

CONCLUSION

DESINGEL IN FOCUS DESINGEL INTERNATIONAL ART CAMPUS