Apel Promo, Case study NATIONAL BOOK FAIR

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Industry Book store, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: APEL
Product/Service: BOOK FAIR
Communication Director: Marta Marreiros (Lift Consulting)
Senior Communication Consultant: Ana Trindade (Lift Consulting)
Communication Consultant: Marta Santos (Lift Consulting)
Events and Design: Assunção Castelo Branco (Lift Consulting)
Media placement: Media Relations - National Media - 1 April 2009
Media placement: OOH Campaign - Lisbon And Oporto - 22 April 2009
Media placement: TV Campaign (One Spot) - RTP 1, RTP 2, RTPN, RTP Memória - 29 April 2009
Media placement: Press Campaign - Metro, 24 Horas, Diário De Notícias - 29 April 2009
Media placement: Radio Campaign (One Spot) - Antena 1, Antena 2, Antena 3 - 30 April 2009
Media placement: Social Media Campaign - Facebook, Twitter, Website - 30 April 2009

Summary of the Campaign
Renewing the biggest book event was the main goal of the communication team. The global communication strategy - focused on brand image, public relations and new media - resulted not only in the repositioning of the event among its regular attendees but also on attracting new visitors. The 79th Edition of the Book Fair symbolized a new era to an 80 year old event. As a result, the fair had the largest number of visitors ever and registered a sales growth of approximately 30%. This meant that over 297.000 Euros were saved in advertising investments for the organisation, 919 published news articles and over 300.000 visitors during 36 days. In terms of Social Media, the Book Fair registered 98,866 visits to the sites, 2,237 Fans on Facebook and 1,789 followers on Twitter.

The Goal
• Renew the Book Fair Concept • Attract new and more visitors • Improve sales of book editors

Number of news items: 919 • Book Fair Lisbon: 592 • Book Fair Oporto: 327 Number of visitors: more than 300.000 Social Media: • Sites: 98.866 visits • Facebook: 2.237 Fans • Twitter: 1.789 followers • Advertising Partnerships Savings: over 297.000€ • Metro = 24.070€ • Controlinveste = 21.015€ • Antena 1, 2 e 3 = 12.000€ • RTP = 240.000€

In just 25 days, we rose to the challenge by: 1) Creating an institutional image (logo) for both fairs and applying it to a set of media: outdoors, posters, brochure, map, book marks, signs, press advertisements; 2) Establishing a plan of Public Relations and Media Relations strategies, that included: a.Detecting Media Partners; b.Media Relations; c.Strategic Partnerships; d.Institutional Relations; e.Guerrilla Marketing. 3) Enabling and empowering digital communication: a.Official sites for both Fairs: image and contents; b.Regular communication with bloggers; c.Social Networks (Facebook and Twitter): profile creation and daily management of information; d.Daily E-newsletter: creation of template and daily management of information.

The Situation
After 80 years of Book Fair history and in response to some controversy amongst editors in past editions, the Book Fair’s organization (APEL) developed a Modernization Project for the 2009 Book Fair Edition and requested a communication proposal for the launching of the new Book Fair in Lisbon and Oporto, scheduled to begin only 30 days later. The Modernization Project goal was to create a 'new Book Fair', unveiling a totally new concept, dynamic, pavilions and leisure spaces. A new communication strategy was crucial to support this project.

The Strategy
With a limited budget to publicise a project with a public dimension and reputation such as the Book Fair, it was necessary to identify alternative communication vehicles. For this purpose we established partnerships with TV, Radio and Press. Furthermore, we set up a Press Office, responsible for planning different communication moments (pre-opening, opening, regular updates of the number of visitors) and dealing with new information on a daily basis. In order to develop a bigger affinity between the audiences and the Fair we created guerrilla marketing actions and a digital communication plan. This plan considered the creation of websites for Lisbon and Oporto Book fairs, designed to be more user friendly. But the major innovation was the presence, for the first time, of the Book Fair in social networks, privileged platforms for many followers to keep updated with the progress of the event.