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: 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

Website

THANK YOU for your attention! Judit SZŰCS National Development Agency