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Kris Vanmarsenille 2 • Circulation: 86.856 • Readers: 419.600 • Market share in province of Antwerp: 36% 3 Belgium > Flanders > Antwerp 4 5 What readers expect from us… • 1) the fastest, most detailed, best local news • 2) the best quality in journalism on their region and their city • 3) the best city guide: GvA knows best where to eat, shop, drink, enjoy… We are proud to present our city. • 4) bring people together, build bridges between the communities in Antwerp, promote a warm and solidary society 6 Our 125th birthday: the past & the future The past in print : àAnnex series: àStunt! • 125 years City of Antwerp through the A newspaper of today eyes of our newspaper ‘the Gazet’ in the lay-out and spelling of • 6 series of 20 pages each 125 years ago 7 The future in Kaffee van Antwerpen, a café with a mission 1. Create a unique “Kaffee van Antwerpen” 2. Open for everybody – multicultural and for all ages 3. Display how up-to-date the brand is, online & offline 4. Create a GvA experience and celebrate the 125th anniversary 5. Special care for the community of our loyal subscribers 8 Kaffee van Antwerpen: the place to be • Motto: “Meet the future of Antwerp” • Concerts with young artists • Debate with Mayor and University head master on the future of the city • Food trucks • TEDx-presentations on city life, mobility, diversity, cuisine of the future, robots, potcasts, citybikes… • Beer tasting and food pairing for our subscribers in the afternoon 9 10 In search of a new audience: reporting on Kaffee activities online Content: • 104 posts on Facebook • 110 articles • 55 video’s Total reach online: • Articles: 250.000 pageviews • Facebook: 3.600.000 total reach • Videoviews website: 39.000 • Videoviews Facebook: 762.000 Topper on Facebook: Live debate with the Mayor Bart De Wever (reach of 185.000) 11 To please our readership How we made our own beer • Subscribers were invited to tastings of three samples of beer in city brewery De Koninck • With their comments, a special new beer was created • In the Kaffee all subscribers got this nice bottle of their own beer and could drink it with food pairing 12 Our loyalty platform March 2016: creation of a digital platform, exclusive for full subscribers who are digitally activated aan- ) FYSIEKE VOORDELEN (cadeaus) v Every month a gift: tickets for concerts of musea, diner, puzzle book… v Every week digital extra: book, comic strip, editorial series of articles like for ex. our best travel reports, the best restaurants in Antwerp v Special events for our subscribers giving them the feeling to be part of the club, part of a community of readers v Small surprises: a birthday cake, a postcard to wish them a happy holiday or a nice journey 2018: LOYALTY as a recruitment instrument v Gifts and extra’s in an attractive package 13 GEBOUWEN KAPEL SCHUUR HOTEL BRASSERIE 14 IMAGO CAMPING KOLONIE 16u: Ontvangst + Ontdek bezoekerscentrum Aperitief 17u30 – 20u: BBQ / Animatie / Muziek (achtergrond: swing / jazz) 20u30 – 22u00: Verhaal van de Kolonie in Kapel 22:00 – 23:00 Bar / Vuurkorven / Muziek (grotere naam) 23:00 – 9:00 Overnachting in de Kolonie Schuur / Champing 8u – 11u Ontbijt aan langste tafel + Klassieke / Jazz muziek 15 Loyalty platform: the results • 51.608 unique visitors since March 2016 • 138.118 subscribers à 36% of the total amount visited the plathform • 5.000 unique visitors/week 16 Meet the future of Gazet van Antwerpen • Loyal subscribers love us, they have a relationship with us and want to stay with us, we are a lovebrand • New readers are not only seduced by high quality journalism, but also by events, gifts and digital extra’s • It‘s a way to be the bridgebuilders our readers want us to be 17 18.
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