Consulting & execution of media campaign Sail
Birgit
SAIL is one of the largest public events in the Netherlands, where once every five years (this time, due to Corona, 10 years), many ships and millions of visitors come together in Amsterdam. In addition to the impressive fleet, SAIL is also known for a concert series this year and the broad public program alongside all the beauty of the ships. But how do you reach both partners and the general public with limited resources?
The challenge: many partnerships, limited media expertise
Within the organization, the initial focus was mainly on business deals: attracting partners and facilitating relations. Media deployment was certainly a part of this, but due to limited budgets, this had to be approached creatively. This made the expertise to smartly deploy the media that was used even more important. So, making the right choices within the possibilities, budget, and different target groups: realizing maximum visibility despite a limited budget.
The approach: phased deployment
The media deployment was built up in two phases:
First, the business focus
In the initial phase, the emphasis was on business deals. In addition to partnerships, Sail was of course also the event to be present at for business. We started warming up this group for the event as early as February. With beautiful packages to give yourself, but also your stakeholders, a wonderful experience. The focus here was on specific TV deployment combined with online video and display.Then, the broad target group
As the event drew closer, the focus shifted to the broader public, including the concerts. Here, the emphasis was on reach: warming up as many people as possible to come to SAIL and visit the concerts. For this, we used a combination of TV, Radio, print, display, and video.
The media mix
With smart choices in channels and many barter agreements, a broad and diverse media package was put together:
Television – national visibility to position SAIL as a national event, both for business and to the general public.
Radio – for both awareness and activation towards the concerts.
Print – in het Parool, more locally in and around Amsterdam with a focus on the concert series and Sail events as a whole.
Online – targeted targeting of different target groups, from business partners to young concertgoers.
Besides the fact that it is great to contribute, based on my expertise, to such a wonderful event that you see popping up everywhere and with everyone, it is even more fun to actually participate in it. The Sail-in, sailing on a large ship, was amazing—what an atmosphere, energy, and beauty passes by. The conviviality in the evening on the water, with the fireworks as a closing.
