Papenfuss Atelier Fur Gestaltung

. PAPENFUSS ATELIER FUR GESTALTUNG

TWSC | Trilateral Wadden sea Cooperation | Communications strategy 25 May 2012 page 2

Strategy | Table of contents Trilateral Wadden sea cooperation

table of contents 2.2.4. Environmental Education 22 3.2.6. Typeface 32 2.2.4.1. IWSS 22 3.2.7. Colours and Layouts 32 PART I: Integrated Examination of Communications of the TWSC 2.2.4.2. Significance of the TWSC 22 3.2.8. Corporate Design of the IWSS 32 1.1. Introduction 4 2.2.5. International Cooperation 22 3.2.8.1. Sender TWSC 32 1.2. Objectives 8 2.2.5.1. Cooperation Partners 22 3.2.8.2. Word and Design Mark IWSS 32 1.3. Examination of Target Audiences 10 2.2.5.2. International Organisations 22 3.2.8.3. Design Elements 32 2.2.5.3. International Agreements 22 3.3. Printed Material 33 PART II: Key Messages and Information Modules 2.3. Allocation of Information Modules to Target Audiences 23 3.3.1. Conveying Information and Design 33 2.1. Definition of key messages 18 3.3.2. Leaflet TWSC 35 2.2. Information Modules 20 PART III: Measures 3.3.3. Leaflet Wadden Sea World Heritage 35 2.2.1. Wadden Sea World Heritage (WH) 20 3.1. Introduction 26 3.3.4. Leaflet World Heritage Communications 36 2.2.1.1. UNESCO World Heritage 20 3.2. Design Guidelines 27 3.3.5. Image and Information Brochure TWSC 36 2.2.1.2. Nomination Process Wadden Sea WH 20 3.2.1. Word and Design Marks TWSC and CWSS 27 3.3.6. TWSC Magazine 36 2.2.1.3. Wadden Sea World Heritage 20 3.2.1.1. Variants 27 3.3.7. World Heritage Magazine 37 2.2.1.4. UNESCO Marine WH Programme 20 3.2.1.2. Minimum Size 27 3.3.8. Posters and Adverts 37 2.2.1.5. Significance of the TWSC 20 3.2.1.3. Background and Protected Space 27 3.3.9. Postcards 38 2.2.2. Nature Protection and Integrated Management 21 3.2.1.4. Position 29 3.4. Internet und Digital Media 38 2.2.2.1. Subject Area Nature Protection 21 3.2.1.5. Further Specified Conditions of Use 29 3.4.1. Reports and Publications 38 2.2.2.2. Subject Area Integrated Management 21 3.2.2. Word and Design Mark Wadden Sea WH 29 3.4.2. CWSS Website 39 2.2.2.3. Risks 21 3.2.2.1. Variants 29 3.4.3. Wadden Sea World Heritage Website 39 2.2.2.4. Significance of the TWSC 21 3.2.2.2. Minimum Size 31 3.4.4. Intranet / Internal Area 40 2.2.3. Science and Monitoring 22 3.2.2.3. Background and Protected Space 31 3.4.5. Forum 40 2.2.3.1. Subject Areas 22 3.2.2.4. Positioning 31 3.4.6. Extranet on World Heritage Communications 41 2.2.3.2. Research Methods 22 3.2.2.5. Further Specified Conditions of Use 31 3.4.7. Blog 41 2.2.3.3. Network 22 3.2.3. Word and Design Mark UNESCO 31 3.4.8. CWSS Newsletter 41 2.2.3.4. Significance of the TWSC 22 3.2.4. Keyvisual TWSC 31 3.4.9. Online Adverts, Banners, Net Promotion 42 3.2.5. Keyvisual WNE 31 3.4.10. New Media – Facebook 43

3.4.11. Powerpoint Presentation 43

• PAPENFUSS ATELIER FUR GESTALTUNG 25 May 2012 © Der Entwurf ist urheberrechtlich geschützt. Jede Reproduktion, Nachahmung, Verwendung oder Weitergabe an Dritte ohne Einwilligung des Ateliers für Gestaltung Papenfuss ist rechtswidrig. page 3

Trilateral Wadden sea cooperation | Strategy

3.5. Personal Contact and Public Relations 44 Table of Figures List of Abbreviations

3.5.1. Regular Meetings (Jour Fixe) 44 Fig. 1: Keyvisual world map 19 AEWa african-Eurasian Waterbird Agreement 3.5.2. Environmental Education 44 Fig. 2: Allocation of information modules to TA (relevance) 22 CBd convention on Biological Diversity 3.5.3. Workshops and Seminars 45 Fig. 3: Allocation of information modules to TA (depth of info) 23 cd corporate Design 3.5.4. Events for Locals and Stakeholders 46 Fig. 4 & 5: TWSC and CWSS word and design marks 26 Ch chapter 3.5.5. Press, Radio and TV – Public Relations 46 Fig. 6: Use of the WDM with others 26 CWss common Wadden Sea Secretariat 3.5.6. New Ideas from Encounters to Merchandising 47 Fig. 7: Proposal for text add on TWSC WDM 26 DK denmark Fig. 8: TWSC WDM and positioning 26 esc environmental Study Centres PART IV: Implementation Fig. 9 & 10: WH word and design mark 28 EU european Union 4. Implementation 48 Fig. 11: Use of WH word and design mark by partners 28 Fig figure Fig. 12: Design elements of WH word and design mark 28 ger germany PART V: Communication Guidelines (separate manual) Fig. 13: Layout and design elements of WH WDM 28 HELCOM Helsinki Commission 1. Introduction Fig. 14: Banner advert, example: The Netherlands 40 ices international Council for the Exploration of the Sea 2. Explanation of the Communicative Principle Fig. 15: Banner advert, example: Denmark 41 int. international 3. Strategic Aims of the Communication of the TWSC LOHas lifestyles of Health and Sustainability 4. Duties of the CWSS and of the Partners ngo non-Governmental Organisation (solely environmental)

5. Key Messages of the TWSC List of references np national Park 6. On the Correlation World Heritage – Protected Areas - Andy Brown, Mike Moser, Trilateral Wadden Sea Cooperation nl niederlande 7. Added Value of the World Heritage Status – External Evaluation Report (June 2007) ospar oslo/Paris Convention for the Protection of the 8. Key Messages of the Wadden Sea World Heritage - Martin Stock, Ute Wilhelmsen, Weltnaturerbe Wattenmeer Marine Environment of the North-East Atlantic 9. Design Guidelines (Neumünster: Wachholtz, 2009) Ta target audience 10. Overview of Means of Communications of the TWSC - Joint Declaration 2010 TMAP Trilateral Monitoring and Assessment Program - Sylt Declaration 2010 TWSC Trilateral Wadden Sea Cooperation - Trilateral Wadden Sea Cooperation Strategy (2010-2015) Unesco United Nations Educational, Scientific and Cultural Organization WDM word and design mark WH World Heritage

• Der Entwurf ist urheberrechtlich geschützt. Jede Reproduktion, Nachahmung, Verwendung oder Weitergabe an Dritte ohne Einwilligung des Ateliers für Gestaltung Papenfuss ist rechtswidrig. © Der Entwurf ist urheberrechtlich geschützt. Jede Reproduktion, Nachahmung, Verwendung oder Weitergabe an Dritte ohne Einwilligung des Ateliers für Gestaltung Papenfuss ist rechtswidrig. 25 May 2012 PAPENFUSS ATELIER FUR GESTALTUNG page 4

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

1. Integrated examination of 1.1. introduction Resulting from this are communicative dead end streets: informati- communications of the twsc These words may be understood as the central reference point of on which concerns the trilateral collaboration is often regarded this communications strategy: the core duty of the Trilateral as not relevant and not being communicated. Wadden Sea Cooperation is the protection of the Wadden Sea. For this purpose the TWSC was founded, for this purpose it The first communicative aim thus refers to the internal change of unites a multiplicity of advocates of the Wadden Sea and for this attitude: the communication of the CWSS to the partners of purpose the partners of the TWSC act as the voice, or better as a internal communication must not insist on antiquated forms of choir with many voices speaking for the Wadden Sea, which is communication, in the same way that the partners need to not able to communicate its needs itself. change their communications attitude with a view to communicating forward more efficiently. Problems of acceptancy cannot be In the first part of our communications concept, the analysis, the solved without being poised for changing one's own ways. current communication of the TWSC was examined. The challen- Strategic aims mean changes. They constitute a practical plat-

“These days it is not much use to be unique in the world if no ge here does not only lie in the multilingualism and the scope of form to make all protagonists of the TWSC aware of the need for strong voice lays claim to it. Theodor Storm described 'the fer- participants, but also in the intertwining of the categories of changes in their own communicative behaviour. The communica- menting mud's mysterious sound' as the typical vocalisation of partners and target audiences: partners are at the same time the tion of the TWSC addresses the groups of partners as consumers the Wadden Sea. One cause, amongst others, of the mysterious primary target audiences for internal communication. The target of information, as producers of information as well as competent sound are small sandhoppers that produce a kind of 'sizzling audiences of the partners may be described as secondary target middlemen that interpret, filter and spread the information recei- noise' when spreading their antennae. Since sizzling noises are audiences to whom information of the TWSC is being communi- ved. The realisation of the aim greatly depends on the partners in not elements of modern communications, the Wadden Sea needs cated via the partners. Although the collaboration spanning two their second role. Communication should not be “shot” at them. advocates. People who in its place raise their voices and also put state borders functions well on the whole, deficits were shown to Rather more important is firstly to create an awareness for the their money where their mouths are. Many voices and many exist in the internal as well as the external communication, as added value of the cooperation and the necessity for communica- doings preceded the awarding of the World Heritage title to the was also shown by the Evaluation Report compiled in 2007. In a ting forward by means of purposeful information. Wadden Sea. Without the commitment of many people humanity nutshell they may be described as follows: The partners do not would have one heritage less.”1 have a clear profile of the TWSC. This leads to ambiguities about one's own role within the Cooperation, the way informati-

1 Martin Stock, Ute Wilhelmsen, Weltnaturerbe Wattenmeer (Neumünster: Wach- on is being conveyed and the added value of the collaboration. holtz, 2009), p. 26.

page 5

Trilateral Wadden sea cooperation Part I | Strategy

The second communicative aim regards changes in the external The present communications strategy is, after the analysis, the The strategy is structured as follows: communication of all partners: it is imperative here to apply the second part of the communications concept which shows the way classic concept of public relations: “Do Good and talk about it!” to solving communication problems and to change. The key task At first the communicative principle is explained, according to As is known this approach needs to extended, for the challenge of strategic communication, in addition to the conveying of which the strategy is meant to be implemented. After that the today is: “Do Good and talk about it. But also expect that you information, is the measure of opinion making. A clear profile of strategic communication aims and the tasks required for them are will be talked about in a bad way if you don't talk or if you don't the cooperation becomes discernible through the formulation of defined. An examination of target audiences follows, considering do something good.” Or, figuratively speaking and all too often key message. Thus internal communication is strengthened and which steps are necessary to obtain the ideal communicative the case with the TWSC so far: “Expect to be criticised or igno- the foundation for successful external communication is laid. aim. In Part II the key messages and information modules requisi- red if you don't talk or if you don't tell anyone of your good Information modules on the main topics of the TWSC that are te for a more pronounced profile as well as the allocation of deeds.” specific to target audiences and to specific situations constitute a information modules to target audiences are presented. Part III system of rules for the well-targeted conveying of content that is contains the measures, i.e. the types and means of communica- So what shall be communicated and what shall be achieved? to be communicated. tion that are necessary from our point of view in order to imple- The central point of the strategy is clear and brief and indicates ment the strategy and to provide the target audiences with infor- the direction for its implementation: mation in the best way possible. The implementation of these measures has to be effective and efficient, i.e. it is equally inap- Creating a more pronounced profile of the TWSC through propriate to devise striking but unaffordable activities as it is to consistent conveying of certain information which illustrates the make do with a standard set that does not solve any problems. In achievements and the added value of the Trilateral Cooperation! strategic communication creativity is a function of target achieve- ment (effectiveness) and reduction of costs (efficiency). It is imperative to get the best out of available resources. Part IV looks at the necessary funds to implement the measures and proposes an operating schedule. In conclusion Part V summarises the strategy in a set of communication guidelines in a separate manual.

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

explanation of the communicative principle

The communications strategy should be implemented by following these steps:

1. Classification of information modules and their categorisation 2. Setting editorial principles 3. Developing a central idea for communication

• The information modules are categorised according to the • It is then essential to refine these information modules through • Suitable narrative, striking illustrations (verbal or pictorial) for main topics of the TWSC: Wadden Sea World Heritage (WH), editorial measures. the topics need to be developed, which at the same time nature protection and integrated management, science and • Focus topics for communicating broadly are to be decided on communicate the global significance and worthiness of protec- monitoring, environmental education and internation cooperati- (e.g. bird migration, Marine World Heritage Sites, seals) and tion of the Wadden Sea. on. all communicated topics are to be evaluated in terms of their • Existing key principles of the target groups need to be taken • For each category subcategories are shown and for each of usability with regard to the worthiness of protection of the into account. those specific content. Wadden Sea and the strenghtening of the trilareral aspect of • Examples: “Hub of the European-African Bird Flyways”, “Sun- • The partners decide jointly with the CWSS, which information the Wadden Sea. bed for seals from Denmark to the Netherlands” modules shall be adopted or, if necessary, which ones should • We recommend that the CWSS Communication Officer is to • Attention should be paid to a uniform style of language and a be added. be in charge of coordinating the editorial measures as well as uniform style of pictures. shaping the content in characteristic style for external communi- • The closer the collaboration with the partners, the closer ideas cation. The existence of a central post for the communication of can be jointly developed and the better these ideas may be the TWSC in form of the Communication Officer is indispensa- transmitted in all directions to the outside. ble for the success of all communicative measures. • An editorial team, consisting of one person in charge of each main topic area, is responsible for the expert compilation and editing respectively of the information modules.

Trilateral Wadden sea cooperation Part I | Strategy

4. Attention to communication within a certain situation 5. Distinction between permanent and campaign-like 6. Implementation of the Corporate Design communication

• Significant value has to be given to communication which • The Communication Officer pays heed to the compliance with requires situation-dependent reaction. Examples: changing • The editorial team has the task of determining the topics that the CD in internal communication. basic conditions as regards content (a species living in the are to be communicated permanently (trilateral aspects of the • The partners receive design guidelines for placing the World Wadden Sea is suddenly at risk) or changes in the composition protection of the Wadden Sea, global significance and worthi- Heritage topic in their own communication. Here as well the of recipients (mudflat hiking tours have had different target ness of protection of the Wadden Sea, duties of the TWSC), to Communication Officer is the contact person for the correct audiences since the World Heritage status was awared to the place them in their own communication and to prepare it for implementation. Wadden Sea). the partners accordingly. • In order to convey certain content in different situations of • Differing from these topics are those that are campaign-like, 7. Connection between form and content communication, different methods need to be employed. De- which may be placed to create more awareness (seasonal pending on the place where the communication takes place, highlights, sudden dangers, i.e. certain incidents lead to being • The contents which need to be conveyed (information modules) the form of address, the way information is being conveyed talked about). need to be brought into a form (graphics, keyvisuals, slogans) and the means of communication vary. • If required, general topics need to be prepared for campaign- appropriate to the target group.

• For different situations of communication different central ideas like communication.

(see above) should be developed. • Campaigns may be integrated into permanent communication

• For certain incidences (e.g. worst case scenario) appropriate if they have a character resembling a central idea.

content could be prepared in advance in order to be communi- • Example: The extraordinary biodiversity in the Wadden Sea is

cated swiftly, well-founded and via channels of communication communicated permanently, the selection of the “Flying Five”

defined before to the public. has a campaign-like character.

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

1.2. objectives combination of values, opinions and attitudes that an individual, means of communication of the partners. This would only be of The existence of a strategy does not guarantee its success. It is an organisation or an institution has of the TWSC. This means questionable communicative value. Redundancy in this case does an instrument to support the communication, the success of which that the TWSC might not have one image only, but possibly not create relevance, but satiety and rejection. In order for part- is dependent first and foremost on its active implementation by scores of images. A cohesive Corporate Identity creates an ners to communicate trilateral content to their target audiences, all partners. Belonging to the TWSC means a clear commitment uprating of the image. naturally the content has to be appropriate to the respective to the common adoption of the communications strategy and to a situation. Only when this principle of situation-dependent commu-

consistent communication of the Trilateral Cooperation. Corporate Reputation is developed from the image and nication has been understood, will a successful external commu- may be understood as a feedback to the Corporate Personality. nication be possible. The communication processes of the TWSC, like those of any The same holds for the communication of the world heritage other organisation, are always determined by its identity (Corpo- These definitions make clear that the awareness, the perception status: designation of the Wadden Sea as a world heritage site rate Identity). There are many definitions of what is Corporate and the attitudes of the partners with regard to the TWSC have should be an inherent part of communication - always in conside- Identity and there is a lot of inaccuracy in the use of the terms to be understood. For this a continuous dialogue at all levels, in ration of target audiences and the concern. Here country-specific identity, image and personality. Hence at this point we give our all work groups and in liaison with the CWSS is necessary. This differences need to be borne in mind. In Germany the awareness point of view: will lead to a strengthening of trust and commitment of the part- of the positive effects of the world heritage are relatively strongly ners. Only then will they act according to the objectives of the pronounced, especially in tourism marketing. Hence the commu-

Corporate Identity (profile) denotes the characteristics by TWSC and link them with those pertaining at their own work- nicative task is to strengthen the existing awareness and to ex- which the TWSC can be recognised and identified, the way in place. It is therefore important to provide all partners with infor- tend it to further target audiences. In the Netherlands the aware- which the TWSC presents itself inwardly and outwardly. Three mation that enables them to appreciate and to position the ness for the world heritage is lower, hence the communicative main questions need to be answered: Who are we? What are TWSC in accordance with the desired image. task is to spread information about the world heritage wider and we doing? What are our aims? The longterm aim of external communication of the TWSC is to convey the concrete added value. The message “You are clearly defined: "The participating governments aim to achieve World Heritage! Your Wadden Sea belongs to the joint World

Corporate Personality is what the TWSC actually is, not public support for the protection of the Wadden Sea.“2 In practi- Heritage!” has to be conveyed more vividly. At the moment what it is in the eyes of the partners or of external observers. ce this means for the basic communication, which is to be ins- Denmark is actively engaged in preparing its part of the joint Fundamental values and views form the Corporate Personality. talled swiftly, the provision of information and the targeted con- Wadden Sea to be nominated a world heritage site. Hence it is veying and presenting of the work, results, sucesses and aims of imperative to support and inform all target audiences of internal

Corporate Image is the perception that the partners have of the TWSC to the outside. It does not mean, however, that the and external communication there: “You have the potential, you the TWSC. This means that the TWSC cannot steer or change its trilateral cooperation appears as a rigid information unit on all are on your way! We support you with our experience.” image directly, it can however change its identity. The image is a 2 Joint Declaration 2010, Objectives for the Cooperation, p. 59.

Trilateral Wadden sea cooperation Part I | Strategy

For the external communication of the TWSC in the next For the internal communication of the TWSC there is no distinc- So at first for the internal communication the following stra- three years the following strategic priorities apply:3 tion between short and longterm aims: It is imperative to internali- tegic priorities apply:  strengthening of the perception of the Wadden Sea as a joint se that all partners together constitute the Trilateral Cooperation  creating a more pronounced profile for the Trilateral Cooperati- natural and cultural heritage and that they are thus responsible for the communication of on by means of key message  creating a Corporate Identity  obtainment of public and political support for the protection trilateral interests. The interviews showed that many partners are  identification with the messages and aims of the TWSC and the integrated management of the Wadden Sea as one unaware of a) their responsibility to communicate and b) the  display and better understanding of the work, attainment, suc- entitiy added value, i.e. the advantages of transboundary collaboration cesses and advantages of the TWSC  support, furtherance and coordination of stakeholders' activi- as well as the added value of a joint Wadden Sea World Herita-  depiction of the added value of the TWSC and world heritage ties and involvement as well as education on the trilateral ge. The integrated management facilitated joint protective measu-  stepping up communication on the trilateral Wadden Sea and Wadden Sea res, a highly successful monitoring programme and as a high the Cooperation, especially with regard to the world heritage  increased depiction and promotion of the Trilateral Wadden point of the collaboration the nomination of the Wadden Sea as area4 Sea Cooperation as an international role model for successful, a world heritage site. transboundary, integrated nature protection This strategy creates the prerequisites for reaching the communica-  identification of locals and stakeholders with the honour It is impossible to predict when a certain mindset will be attai- tive goals by offering solutions to the essential tasks: Wadden Sea World Heritage ned. In order to detect when the present aims of internal commu-  developing a profile of the TWSC with the help of key messages  displaying the pacemaker potential of the world heritage for nication will be reached and may be replaced by new ones, a  facilitation of a consistent communication on the trilateral colla- the socio-economic development of the region keen sense of progressive changes in a dialogue is required. boration and on the Wadden Sea World Heritage with the help of information modules  creating a more pronounced profile with the help of clear definition of duties of the CWSS and of the partners' duties  motivation partners to communicate trilateral interests  recommendations on further development and use of a defined Corporate Design which can be integrated in the partners' CD  summary of the most important strategic recommendations in the form of communication guidelines to support the partners' communication to their target audiences

4 cf. Sylt Declaration 2010, item 39, “Communication”. 3 items 1-5, cf. Trilateral Wadden Sea Cooperation Strategy (2010-2015), Ch. 3, Objective 5.

Strategy | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

1.3. Examination of target audiences forms of approach

Target audiences is the term for the protagonists and receivers As a basic principle we differentiate 3 forms of approach in of communication who form a social group on the basis of which the central messages of the TWSC are being conveyed in the same determining factors, their rolls and the requirements a consistent manner to all partners and target audiences. A resulting from all of the above. They possess varying topical fourth form is the approach appropriate for children, which is knowledge, for which reason varying forms of approach are particularly important in the field of environmental education. required. Information should be conveyed step by step in order to lead the receivers successfully to the communicative Scientific Approach: Popular Science Approach: aim. This type of approach is aimed at a professional audience This type of approach is aimed at people with previous The intertwining of the partners as both protagonists and with expert knowledge which is used to communicate in knowledge and deepened interest in the topic. Scientific target audiences of internal communication has already been complex subject-specific wording. The scientific approach is text data are presented in generally understandable form and described in the analysis. As regards external communica- heavy. underlayed with pictures and graphics. tion, the new target audiences (quality tourists and users of • short sentences by way of introduction, more detailed know- • compact, clear sentences and text environmental study centres) need to be informed comprehen- ledge is phrased more comprehensively • sophisticated as regards content, broad coverage of a topic sively and their potential as disseminators (i.e. recipients of • detailed explanation of facts and circumstances, mention of • substantiated information, short explanation of technical terms information who pass information on to their respective target scientific data, use of technical terms • use of photographs, graphics, maps, diagrams, etc. audiences, “Multiplikatoren” in German) needs to be used. • illustration of content with photographs, maps, diagrams, etc. • cross references to further sources of information for more For the existing target audiences of external communication, • cross references to further sources of information for more substantiated information the local population, local stakeholders and the media, and substantiated information for all other target audiences it is necessary for existing • contextual information through net-like linkage (e.g. East Atlan- channels of communication to be used efficiently and that tic Flyway, Wadden Sea as the world's largest tidal area) new ways be found. The thematic allocation of information to target audiences is explained in 2.3., the description of channels of communication and means of communication in Part III.

Trilateral Wadden sea cooperation Part I | Strategy

These target-group aligned approaches may be interweaved with one another, which creates an approach that is “open to any recipient”. Target groups extract the content aimed at them by their specific characteristics and are being filtered through formal and creative attributes, e.g. typographic means, inherent contrasts in form and positioning. Popular Approach: Child-appropriate Approach: This type of approach is aimed at people with no or little • short texts with in parts humouristic subheadings arouse This navigational challenge can only be accomplished if one previous knowledge. Target audiences for this approach children's curiousity about the more detailed text looks at the Corporate Identity and the Corporate Design of the want to inform themselves quickly and generally about a • very simple explanation of technical terms, e.g. by means of partners in an all-encompassing way. topic. This approach uses an easy to understand language. drawn characters that explain unfamiliar words Messages are conveyed in a simplified manner using short • increased use of pictures and photographs, simple maps texts and pictures. • use of colourful picture language appropriate for children, e.g. • compact, clear sentences emotional photographs, photographs showing children, comics • only the most important figures and scientific data • inclusion of the children via playful discovering of information, • short explanation of technical terms e.g. through direct questions: • short texts with introductory subheadings prepare recipients for “Look around you, how many different birds can you count?” more substantiated information • illustration of content through quickly comprehensible photographs, general maps, etc. • corroboration of information through accentuated, striking quotations (e.g. statements of visitors, newspaper articles, interviews)

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

target audiences responsibilities for information Need Form of approach internal communication delivery of information

politicians CWSS  Level 2 1: WH, trilateral issues scientific 1: EU and international level Level 2  Level 1 2: WH, information concerning national and trilateral issues, 2: national governmental level CWSS  Level 3 meetings 3: level of province/NL, federal Level 3  Level 4 3: WH, information concerning national and regional issues, states/GER, regions/DK meeting 4: regional level 4: WH, information concerning regional issues

administrations CWSS  Level 1 1: receive implementation guidelines from Politicians 2 concer- 1: scientific 1: national Level 1  Level 2 ning national and trilateral issues and information from the 2: internal – scientific, 2: regional CWSS concerning TWSC and UNESCO guidelines external – popular science 2: receive implementation guidelines and information concerning TWSC & WH from Administrations 1

national parks CWSS  NPs · need information from CWSS about TWSC & WH internal: scientific · Hamburg Wadden Sea NPs  Politicians · need information concerning their protected areas from TWSC external: popular science · Lower Saxony Wadden Sea NPs  Administrations partners in politics and administration · Schleswig-Holstein Wadden Sea · Vadehavet – Danish Wadden Sea · Wadden Sea NPs in NL

Scientists CWSS  Scientists · need information from CWSS about TMAP, meetings and their scientific · in Task Groups results, international cooperation, new scientific publications, WH · in Expert Network Groups · CWSS press releases which refer to their work · in universities and research institutes  demonstration of their work done within the TWSC to the outside

Trilateral Wadden sea cooperation Part I | Strategy

communicative duties contact for whom Communicative aim as partners of the TWSC

1: Politicians from other int. panels & 2 act as advocates, lobbyists, contact persons and · TWSC receives attention 2: Politicians 1 & 3, Administration, NPs, NGOs disseminators for TWSC and WH on the respective · int. significant status of TWSC is being communicated 3: Politicians 2 & 4, Administration, NPs, NGOs levels · awareness of importance of protection measures for the con- 4: Politicians 3, Administration, NPs, NGOs servation of the Wadden Sea  TWSC receives funds 4: motivation to act for Wadden Sea protection

1: Politicians 2, 3 & 4, Administration 2, NPs 1: process information on TWSC & WH and pass local population and stakeholder are comprehensively informed 2: Politicians 4, Administration 1, NPs, most important them on to Administration 2, Communicate trila- about trilateral and regional aspects of TWSC & WNE contact persons for local population and local stake- teral issues in their own means of communication  raising awareness for the Wadden Sea as a unique and valua- holders (e.g. website, information brochure) ble region  public support for measures for the conservation of 2: process information in order to be able to re- the Wadden Sea spond to enquiries in a competent manner 2: motivation to act for Wadden Sea protection

Politicians 2, 3 & 4, Administration 1 & 2, Scientists, · process information on TWSC & WH and commu- local population and tourists are comprehensively informed Environmental Study Centres, NGOs, Tourism Marketing nicate them on to target groups about trilateral dimension and significance of the WH Organisations, local population, regional stakeholders, · communicate trilateral issues in scientific ex-  raising awareness for the Wadden Sea as a unique and valu- Tourists, Quality Tourists change able region  public support for measures for the conservation of the Wadden Sea

Politicians 2, Administration 1, NPs, Environmental · compile scientific information within TMAP and significance of trilateral work for the quality of scientific results Study Centres, NGOs, Media, Research Institutes, Spe- add a short popular science introduction to each is communicated in national and int. scientific exchange and in cialised Journalists report or publication  greater use by media media enquiries · contribute to information platform CWSS

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

target audiences responsibilities for information need form of approach internal communication delivery of information

environmental study centres (ESC) CWSS  ESC · need information from CWSS about TWSC & WH internal: scientific · IWSS Partner Centres · especially information on meetings and results of Expert Net- external: popular science · Wadden Sea Information Centres work Groups Education and IWSS

environmental NGOs · need information from CWSS about TWSC & WH internal: scientific · nationwide acting NGOs CWSS  NGOs · especially information on meetings and results of all Task external: popular science · regionally acting nature protec- Groups and Expert Network Groups tion organisations

· tourism entrepreneurs are part of both internal and external com- Tourism marketing CWSS  Tourism internal: popular science munication and need information from CWSS about TWSC & WH · supraregional companies Marketing external: intelligible to all · especially information on meetings and results of Task Groups WH · regional companies and Sustainable Tourism · Tourist Information centres · especially information that concerns their sphere of work · tour operators & tour guides · in Task Groups

Trilateral Wadden sea cooperation Part I | Strategy

communicative duties contact for whom communicative aim as partners of the TWSC

Educational Institutions, Tourists, Quality Tou- · process information on TWSC & WH and, acting groups of pupils and tourists are comprehensively informed about rists, Interested Public, Media, Specialised as disseminators, pass them on to users of ESC trilateral dimension and significance of the WH Journalists · communicate trilateral issues in own means of  raising awareness for the Wadden Sea as a unique and valua- communication (e.g. website, information bro- ble region chures)  public support for measures for the conservation of the Wad- den Sea

Other NGOs and Nature Protection Orga- process information on TWSC & WH and communi- achievements and results of the TWSC are made aware in na- nisations, Scientists, Media, Specialised cate them on in own networks ture protection networks Journalists, Educational Institutions, Regio-  support for TWSC measures for the conservation of the Wad- nal Stakeholders, Interested Public den Sea

Tourists, Quality Tourists, Media, Admini- process information on TWSC & WH and communi- tourists are comprehensively informed about trilateral dimension stration 2, Politicians 4, Regional Stake- cate them on to target groups and significance of the WH holders, Cooperation Partners (e.g. Ger-  raising awareness for the Wadden Sea as a unique and man Rail “Destination Nature”, Tourism valuable region Associations)  public support for measures for the conservation of the Wad- den Sea

StrategY | integrated examination of communications of the twsc Trilateral Wadden sea cooperation

target audiences responsibilities for information need form of approach external communication delivery of information

local population Politicians 4  Local Population · need information about WH and related activities and popular · inhabitants of the whole Wadden Sea Administration 2  Local Population measures connected which concern their area and, where region in DK, GER and NL required, the trialateral Wadden Sea area

local stakeholders CWSS  Local Stakeholders 1: receive implementation guidelines from Politicians 2 con- popular · regional companies Politicians 4  Local Stakeholders cerning national and trilateral issues and information from · stakeholder groups with direct Wadden Sea Administration 2  Local Stakeholders the CWSS concerning TWSC and UNESCO guidelines interests: e.g. mudflat hiking guides, em- Tourism Marketing  Local Stakeholders 2: receive implementation guidelines and information concer- ployees of the tourism industry, holiday let ning the TWSC from Administration 1 landlords

Quality tourists CWSS  Quality Tourists information concerning the WH and its international di- popular science · tourists with special interest who visit the regi- Tourism Marketing  Quality Tourists mension to science on because of its WH status · LOHAs (Lifestyles of Health and Sustainability) · educated families with children

users of environmental study CWSS  Users of ESC · need information from CWSS about WH age-dependant approach centres (ESC) ESC  Users of ESC · need information from ESC about WH children and youths: · nature lovers and conservationists NPs  Users of ESC popular · quality tourists adults: popular science · pupils & students · teachers & academics

Media CWSS  Media · information about WH popular science · primarily regional press, TV, radio · press releases from CWSS on events that are relevant for to popular · secondarily national presse, TV, radio local population and stakeholders · the media's need for news has to be served topically, i.e. “old” news too may be “news” at the right moment, if recipients are interested in them at a certain point in time

Trilateral Wadden sea cooperation Part I | Strategy

contact for whom Communicative aim

parents, teachers & academics local population is comprehensively informed about trilateral dimension, significance and added value of WH committed members of associations  identification with WH, creating and raising awareness for the Wadden Sea as a unique and valuable region interested locals who, thanks to the WH, become quality  public support for measures for the conservation of the Wadden Sea tourists and visit the trilateral Wadden Sea area  motivation to reflect on and act for Wadden Sea protection

persons who have contact to tourists local stakeholders are comprehensively informed about trilateral dimension, significance and added value of WH (mudflat hiking guides, hotel staff, landlords of holiday  identification with WH, creating and raising awareness for the Wadden Sea as a unique and valuable region lets)  public support for measures for the conservation of the Wadden Sea instructors of mudflat hiking guides  motivation to reflect on and act for Wadden Sea protection

whole target group quality tourists are comprehensively informed about trilateral dimension and significance of WH  public support for measures for the conservation of the Wadden Sea  motivation to act for Wadden Sea protection

parents local population and tourists are comprehensively informed about trilateral dimension and significance of WH teachers & academics  public support for measures for the conservation of the Wadden Sea pupils & students  motivation to act for Wadden Sea protection quality tourists

specialised journalists from the fields of nature protec- local, national and international public are informed about trilateral dimension and significance of WH on tion, biology, politics specific occasions local journalists  raising and strengthening awareness for the Wadden Sea as a unique and valuable region reporters for free regional papers with large audience  public support for measures for the conservation of the Wadden Sea

StrategY | Key messages and information modules Trilateral Wadden sea cooperation

2. key messages • We are jointly responsible for the protection of the world‘s What does the Common Wadden Sea Secretariat (CWSS) do? and Information modules largest tidal area, which is of outstanding international signifi- • it is the facility of the Trilateral Wadden Sea Cooperation that cance for present and future generations. coordinates, promotes and supports its activities

2.1. defining key messages • For over 30 years we have united partners from politics, nature • it is responsible for the preparation and realisation of ministe- conservation, science, administration and local stakeholders, rial conferences, meetings of the Wadden Sea Board (WSB) Key messages are essential in order to communicate successfully. who together represent an enormous store of knowledge and and trilateral work groups They are decisive for the understanding of the TWSC and the experience. • it collects and evaluates information on monitoring, protection significance of the world heritage honour. They should be com- • Bringing together the potential of all partners ensures the and the ecological condition of the entire Wadden Sea municated continually in order to impress them into the minds of sustainable protection of the Wadden Sea – together we can • it is the central contact for the UNESCO Wadden Sea World target audiences. achieve more. Heritage • The Trilateral Wadden Sea Cooperation is a worldwide unique • it produces and publishes reports by the Cooperation – Trilateral Wadden Sea Cooperation – example for effective transboundary collaboration in order to • it involves the public in the protection of the Wadden Sea The analysis showed that existing problems in both internal and conserve a world heritage. through communications, sensitivity and environmental education external communication are largely due to the lack of clarity of What does the TWSC do ? What are our goals ? the TWSC‘s profile. As described there, the multiplicity of exist- • We protect and conserve the Wadden Sea as an ecological • nature that may continue to develop undisturbed ing statements has thus far not led to a more pronounced profile. entity through common policies and management . • protection of the Wadden Sea through wise management Since they were too numerous and of variying wording they have • We monitor and assess the quality of the Wadden Sea ecosys- • reaching a balance of nature and human activity through rather resulted in a lack of clarity as to which messages should tem in collaboration with national and regional authorities and sustainable regional development be communicated. We therefore recommend to the partners to scientific institutions as a basis for effective protection and man- • use of the world heritage status of the Wadden Sea for the internalise the following key messages and to communicate them agement. benefit of the people who live here continually to external audiences. • We cooperate internationally with other marine sites on protec- • advancement of public awareness of the Wadden Sea as a tion, conservation and management. common heritage of global significance key messages on the • We engage the public in the protection of the Wadden Sea Trilateral Wadden sea cooperation: through awareness-raising activities and environmental educa- “TWSC – United by Nature“ Who are we ? tion. • The Trilateral Wadden Sea Cooperation is the voice for the • We secure the sustainable development of the Wadden Sea in transboundary protection and conservation of the entire Wad- respect of its natural and cultural values. den Sea area, which stretches across Denmark over Germany

to the Netherlands.

Trilateral Wadden sea cooperation Part II | Strategy

– Wadden Sea World Heritage – What is the added value of the world heritage status ? The communication about the Wadden Sea World Heritage also For internal communication, especially intra-official communica- • internationally highest quality criterion for nature protection profits from the formulation of clear-cut key messages, in which tion, the clarification of the relation between the world heritage with its own protective effect  nimbus of inviolability the added value of the honour is strongly expressed. status and the protected areas is important. Only when the • (even) higher appreciation of the area by public and politicians

correlation between those two is clear can the World Heritage • WH possesses an emotional aspect  important for local key messages on the

Wadden Sea be communicated to the outside. Basically the population  potential for pride and identification wadden sea world heritage:

following points need to be noted: • increased public interest  more visitors • The Wadden Sea is a unique natural landscape of outstanding 1. National parks and nature reserves are places which, owing • increased motivation of all partners of the TWSC and local staff value and worldwide significance for biodiversity and climate to the outstanding protection of a unique area, were given the • status is recognition of what politics and people in the region protection. international honour of world heritage. Without the achievements have accomplished • In 2009 it was admitted to the league of UNESCO world of the national parks there would be no world heritage. Also, by • involving local stakeholders  great stimulus for regional heritage sites and thus has the highest internationally recog- awarding the world heritage title to the Wadden Sea, 25 years development and cooperation  great potential for socio-eco- nised nature protection status. of trilateral collaboration were recognised and commended. nomic development of the Wadden Sea region • The UNESCO title is the Nobel Prize for nature. This prize is 2. None of the areas is an exclusive world heritage site. Only in • promotion of more sustainable tourism owned by all of us and calls for recognition and protection. unison designation of the joint Wadden Sea as a world heritage • NPs receive more attention by politicians  financial added • The TWSC has achieved the designation of the Wadden Sea site has been a success. Hence this should be conveyed to the value, aid money for protection measures as a world heritage site thanks to the collaboration of all target audiences of external communication. • WH overcomes (state)borders partners – only the entirety of the Wadden Sea marks its 3. Communication about the world heritage and about the • WH is important link (“bridge“) for tourism singularity. national parks is not about hierarchies, about subordination of • decision makers‘ attitude has shifted towards nature • The Trilateral Wadden Sea Cooperation strives to promote the one term under another. Rather it depends on the communicative • int. significance: affiliation with exclusive world heritage family UNESCO World Heritage Convention and to increase under- situation in which messages move to the foreground without  image transfer and consciousness (“Beautiful! Unique! standing of its significance for the protection of the Wadden negating or neglecting the other messages. Therefore worthy of protection!“) of world renowned beauties Sea. A further component which leads to more effective communica- of nature onto the Wadden Sea areas under protection of the tion of the Wadden Sea World Heritage is the awareness of the national parks and nature reserves  acknowledgement of added value of this honour. Therefore the partners should always own image (e.g. use of “leader“ animal species as “story“ for bear in mind the following points, generate their benefits from global value of the Wadden Sea) them and apply them in relation to situation and target audience. • worldwide WH network  synergies, use of existing experi-

ences (Best Practice)

Strategy | Key messages and information modules Trilateral Wadden sea cooperation

2.2. Information modules Managing the editing procedures is the task of the CWSS Com- 2.2.1.3. wadden sea world heritage munication Officer. Here the information modules delivered by • facts on natural landscape Wadden Sea (figures, OUV,

general use of information modules: the specialist fields are collected, edited, updated and comple- world‘s second largest habitat) 1. choice of target audience mented in terms of a consistent Corporate Personality. By editing • explanation of the relation Wadden Sea National Park (pro- 2. choice of information modules the information modules in such a way and a regular alignment tected place) to Wadden Sea World Heritage (prestigious 3. formulation of content according to target audience and of information one achieves a consistent and updated level of status) means of communication information of recipients. Flexible information modules with • potential of the title for socio-economic development of the content that needs regular updating are marked in the following Wadden Sea region (pacemaking function) Our communications concept is based on purposeful distribution with a flag . • concrete obligations of the title of information via suitable means and channels of communica- •  added value of the honour

tion to different target audiences. The use of information modules 2.2.1. wadden sea world heritage •  work and fields of work of Task Group World Heritage ensures an even level of information between individual target The overall theme Wadden Sea WH spans information on UN- •  news, activities audiences. The content of the information modules is orientated ESCO world heritage in general, facts on the nomination process •  nomination process Danish Wadden Sea on the main topics of the Trilateral Cooperation. The following and the Wadden Sea WH and on the implantation of the Wad-

propositions need firstly the formulation by specialists in the den Sea WH into the UNESCO Marine World Heritage Pro- 2.2.1.4. UNESCO MARINE WORLD HERITAGE

respective subject areas in order to be used in the scientific gramme. PROGRAMME approach. For conveying the information by means of a popular • Wadden Sea has been member of the programme since its

science or popular approach they need to be revised accordingly. 2.2.1.1. UNESCO world heritage WH nomination  “crown jewels of our oceans“ • central idea, scope of duties and aims • mission and aims of the programme • differentiation cultural and natural WH sites •  conferences, campaigns, activities • natural WH sites in NL, GER and DK

• criteria, responsibilities, sanctions 2.2.1.5. significance of the TWSC • TWSC as initiator  has achieved nomination of the Wadden

2.2.1.2. nomination process Wadden Sea WH Sea as a WH site through combined efforts • facts on application 2009 • TWSC as motor  responsible for broad public support • facts on nomination (criteria, OUV) • CWSS as centre  for communication of WH and coordination of projects in marketing and tourism

editing Information

Trilateral Wadden sea cooperation Part II | Strategy

2.2.2. nature protection and 2.2.2.3. risks

integrated management •  negative examples and portrayal of loss: pollution, climate This information module describes the work which the TWSC change, overfishing, habitat loss, invasive species (e.g. Pacific accomplishes in nature protection and integrated management of Oyster) the Wadden Sea.  by pointing out risks and dangers already affecting other marine sites the significance and value of the Wadden Sea

2.2.2.1. Subject Area nature protection can be shown • central idea, scope of duties, aims, milestones

• information on sustainable use of the Wadden Sea area in 2.2.2.4. Significance of the TWSC

harmony with nature protection • TWSC as one of the worldwide acting cooperations that is a • advantages of trilateral collaboration between nature conserva- role model for transboundary nature protection tion authorities • integrated management for highest protection benefits •  nature protection measures, guidelines, treaties,  joint decisions of three governments concerning the whole conferences area • supervises consistent implementation of int. agreements and EU

2.2.2.2. subject area integrated Management directives • central idea, scope of duties, aims, milestones • advantages of trilateral collaboration between management authorities • sustainability (economy, tourism) •  work of Task Groups Management, Shipping, Sustainable Tourism Development •  management measures, guidelines, treaties fig. 1 (e.g. shore protection, bird protection, fishing, shipping), As a new WH keyvisual a world map with selected UNESCO conferences Marine World Heritage Sites would be suitable – through the affiliation of the Wadden Sea WH to the “crown jewels of our oceans“ int. standing and pride of that what was jointly achieved is being communicated  image transfer

Strategy | key messages and information modules Trilateral Wadden sea cooperation

2.2.3. science and Monitoring 2.2.3.4. significance of the TWSC 2.2.5. International Cooperation

This module gives an overview of the work in the scientific area, • research and monitoring results constitute the foundation for This module illustrates the international work of the TWSC, the the methods used and the existing scientific network. management measures exchange of information and experiences on monitoring and • scientific work = basis of collaboration since 1978 management with other marine areas. Through int. cooperation

2.2.3.1. subject areas • coordination and publication of results by CWSS the worldwide significance of the Wadden Sea ecosystem, e.g. •  scope of duties and work of Task Groups and Expert Net- for bird migration, is being underlined. TMAP results are used in

work Groups: Task Group Climate, Migratory and Breeding 2.2.4. environmental education an international context. Bird Expert Group, Trilateral Data Handling Group, Seal This module explains the work attained in the framework of the

Expert Group International Wadden Sea School within the field of environmen- 2.2.5.1. Cooperation measures • information on keystone species (animals and plants) character- tal education. • duties, aims, milestones of int. cooperation with: istic of the Wadden Sea  special emphasis on significance of WWF-WAMER (West Africa Marine Ecoregion), Natural Eng-

the Wadden Sea for migratory and breeding birds and the 2.2.4.1. IWSS land (The Wash/North Norfolk Coast), South Korea, Guinea- “heraldic animals“ of the Wadden Sea harbour seal, grey seal • central idea, scope of duties, aims Bissau and harbour porpoise •  activities and offers

• TMAP subject areas • partner centres (information on places, number of participants, 2.2.5.2. int. organisations contacts) • duties, aims, milestones of organisations: IUCN, UNESCO

2.2.3.2. research methods Marine World Heritage Programme, ICES

• significance, processes, parameters of TMAP 2.2.4.2. significance of the TWSC • duties/contribution of TWSC within these organisations •  new studies, results • conception and coordination of IWSS activities •  progress in implementing aims •  scope of duties and work of Task Group Network Group

2.2.3.3. network Education and IWSS Network Group 2.2.5.3. int. agreements •  participating research institutes in DK, GER, NL and world- • duties, aims, milestones of agreements: AEWA, CBD, HEL- wide COM, RAMSAR, OSPAR •  conferences •  progress in implementing aims •  signing of new agreements

Trilateral Wadden sea cooperation Part II | Strategy

2.3. allocation of Information modules to veying information, a second, much more ambitious aim: The Which depth of information one chooses is always linked to the

target audiences target audiences of external communication shall not only be specific level at which information is conveyed (formal, semantic, informed, but (in parts) be motivated to rethink and to act for the pragmatic). Depending on the target audience a high depth of

depth of information protection of the Wadden Sea. Moving people to act through information can also be achieved through text, pictures or actual The following principle applies: The larger the target audience, communication is a high standard. In most cases this is only experience. the easier the message should be. The messages contained in the obtainable with the help of graded communication. Initially information modules should therefore be conveyed with differing interest is aroused by a broad distribution with a low depth of One example: The value of the habitat mudflat can be conveyed depths of information. Sophisticated complex information is only information. Through feedback possibilities and interaction one scientifically, for example, within the framework of an exhibition appropriate when one can be sure that the target audience is can then reach those persons who are willing to engage with the via text and pictures, but also as an actual experience during a interested in the subject. Topics must relate to general key princi- topic further step-by-step with deepening information. Proposi- mudflat hiking tour for children via touching, smelling and look- ples, i.e.: Certain target audiences have certain key principles tions for feedback measures are given in Part III. ing at living animals and plants. Although there are huge differ- which they follow. If the key principle of the target audience is Fig. 2 shows the allocation of information modules to target ences in the way information is conveyed in these examples, they known one should try to tie the content of the TWSC up to this audiences, weighted by relevance. White cells mean that the both have the same high depth of information. key principle. Likewise one should develop key principles for target group does not need any information on the respective TWSC content for those target groups whom one wants to ap- topic. When using information modules it is imperative to pay attention proach. For example: The Wadden Sea had already been a In Fig. 3 the necessary depth of information is marked in three to the form of approach relating to respective target audiences significant, unique place worthy of protection prior to the WH gradings  (s. 1.3. und Abb. 1). honour. With this honour however a key principle is now achieved, which makes it easier for a broad public to understand • high depth of information: the global significance of the Wadden Sea.  comprehensive, detailed information The partners of the TWSC have an interest, of course, hence the • medium depth of information: depth of information conveyed is generally high. Depth of infor-  multilateral, broad spectrum information mation is closely connected with the choice of the target audi- • low depth of information: ence and of the means of communication: using the media one  basic, most important information reaches a broad public with a low depth of information and easy messages; in a seminar, on the other hand, difficult content with a high depth of information is conveyed to a specialist audience.

The communication of the TWSC however has, apart from con-

Strategy | key messages and information modules Trilateral Wadden sea cooperation

RelevanCE: target audiences of internal communication target audiences of external communication high

medium

low P oliticians A dministration N ational P arks S cientists E nvironmental S tudy C entres NGO s Tourism Marketing L ocal P opulation L ocal S takeholders Quality Tourists Users of E nvironmental S tudy C entres Media

UNESCO World Heritage

Nomination Process Wadden Sea WH

Wadden Sea WH

UNESCO Marine World Heritage Programme

Wadden Sea World Heritage Significance of TWSC

Subject Areas Nature Protection

Subject Areas Management

Risks

Integrated Integrated Nature Protection and Management Significance of TWSC

Subject Areas

Research Methods

Network

Science and Monitoring Significance of TWSC IWSS Significance of TWSC Environ - mental Educa - tion Cooperation Measures

International Organisations

International Agreements International International Cooperation

FIG. 2 Allocation of information modules to target audiences by relevance

Trilateral Wadden sea cooperation Part II | Strategy

Depth of information: target audiences of internal communication target audiences of external communication high

medium

UNESCO World Heritage

Nomination Process Wadden Sea WH

Wadden Sea WH

UNESCO Marine World Heritage Programme

Wadden Sea World Heritage Significance of TWSC

Subject Areas Nature Protection

Subject Areas Management

Risks

Integrated Integrated Nature Protection and Management Significance of TWSC

Subject Areas

Research Methods

Network

Science Science and Monitoring Significance of TWSC IWSS

Significance of TWSC Environ - mental Educa - tion

Cooperation Measures

International Organisations

International Agreements International International Cooperation

FIG. 3 Allocation of information modules to target audiences by depth of information

Strategy | measures Trilateral Wadden sea cooperation

3. measures steps to launch the • specifically for partners in NL and in soon in DK: mailings with

communications strategy information for them and to pass on to their target audiences

3.1. introduction on the topic “Wadden Sea WH” (significance, added value, Before concrete measures are recommended it is important to What is the point of having a good communications strategy where to find information) give some basic rules on how to use them. Like mentioned earlier when nobody knows it exists. In order to launch the TWSC‘s new  strengthens sense of belonging and improves communica- it is imperative to consider the respective situation and target communications strategy and its implementation by the partners tion audience when conveying information on the TWSC and the we recommend the CWSS adopts the following steps: WH. Using rigid text elements would not be wise. For the external communication of all partners to their target audiences ho- 1. Always updating the TWSC‘s mailing list is important. Details

wever the following Principles apply: of contact persons and their positions should be collected or The measures described in the following identify the means of  When communicating the Wadden Sea WH there has to be a supplemented and the records continously maintained. communication and activities which help to reach the aims of reference to the granting of the title to the German-Dutch Wad- 2. Sending an e-mail circular to all partners which informs about communication. It is important to choose them for specific target den Sea (after the designation of the Danish Wadden Sea natu- the new communications strategy. audiences and, if necessary, to combine several means of com- rally to the entire area). 3. Where required, presentation of the communications strategy munication. The means of communication should cover all infor-  When communicating the Wadden Sea WH, its added value, in a seminar or as an agenda item of a meeting of the partners. mation modules and target audiences in order to ensure that the the socio-economic potential of the award as well as the boost of 4. Sending a printed or data version of the communications communicative goal is achieved. the region‘s image have to be communicated to the local popula- strategy including the separate communication guidelines to tion and stakeholders. all partners.  In scientific reports there has to be a reference to the trilateral 5. Preparing and sending of a “starter package” for each part- collaboration in monitoring where appropriate. ner to support the new quality of communication:  When communicating environmental education there has to • new TWSC leaflet (cf. 3.3.1.) be a reference to the IWSS in form of textual information or a • new Wadden Sea WH leaflet (cf. 3.3.2.) link to its website. • new WH communications leaflet (cf. 3.3.3.) • where required, Wadden Sea WH button stickers (cf. Fig. 10) The partners of the TWSC are obliged to apply these basic rules. • where required, informationen and login access for internal They serve the purpose to raise the TWSC‘s profile and to fulfil area of the CWSS website (cf. 3.4.2.) the communicative task set by UNESCO.

Trilateral Wadden sea cooperation Part III | Strategy

We differentiate between three different Kinds of measures: 3.2. Design guidelines The design mark should only be used by itself if it appears in Both the TWSC and the CWSS, and meanwhile also the Wad- direct proximity to the contact details of the TWSC or the CWSS, 1. Introductory Measures den Sea WH, are able to resort to a repertoire of image ele- e.g. in a footer or imprint/website credits. It is essential that the Measures which cross a target audience without active interest ments, layouts, and a WH logo outline. Using the existing ele- depiction is of high quality. and which prompt them to become interested ments requires their revision and the preparation of a new  “attract”: The recipient can be passive, nevertheless the topic manual. We also recommend an internal and external training Data required for a high-quality display should be made is brought closer. on the Corporate Design (CD). Aim is a consistent visual appea- available to partners and external users in a new area of the rance of the TWSC and the WH and guidelines on incorporating CWSS and WH website (extranet) with guidelines for use. 2. Informatory Measures the CD of the TWSC and WH into the CD of the partners and

Measures which provide an interested target audience with more into the structure of content. 3.2.1.2. Minimum size substantiated information and offer possibilities for active infor- Given the detailedness of the design part we recommend a mation and participation. By way of illustration suggestions are depicted below in a sche- minimum size which leaves the delineation clearly identifiable matic and exemplary way. (illustrated part ca. 12 mm x 6 mm). If a smaller depiction is 3. Activating Measures unavoidable, a simplified version of the design mark should be Measures which actively involve target audiences in acquiring 3.2.1. Word and design marks of TWSC & CWSS devloped for this purpose, which should however always have deeper, more specific and descriptive information, which promp- 3.2.1.1. Variants the word add on. ts their acting and thus develops a sense of identification and As described in the analysis, as a matter of principle we recom- responsibility in the participants. mend the use of the entire word and design mark for reasons of 3.2.1.3. background and protected space clarification and for better differentiation of senders. The word and design mark should be protected by a defined At first recommendations for the design of the means of commun- Variants are thus as follows: distance (“protected space”) in which no graphic elements are ciation are given, followed by recommendations for measures for • with add on TWSC allowed. Appropriate measurements are to be defined. Attention print material, web-based means of communication and personal • with add on CWSS should be paid to a sufficiently high-contrast background (e.g. contacts for the respective groups of partners. Target audiences • use of design mark only  with add on ”A Project of the white or dark blue). Recommendations should also be given for are symbolised by a group , suggestions for new means of Trilateral Wadden Sea Cooperation” positioning on photographs (positioning in areas free of any communication by a loudspeaker  , additional recommenda- The full-length word add on should always be in English. detailed elements). tions by a lightbulb .

Strategy | measures Trilateral Wadden sea cooperation

Common Wadden Sea Secretariat A Project of the Trilateral Wadden Sea Cooperation

FIG. 7 proposal for text add on

Trilateral Wadden Sea Cooperation

FIG. 4

Trilateral Wadden sea cooperation newsletter

FIG. 5 FIG. 6 FIG. 8

word and design mark TWSC & CWSS use of the word and design mark with word and design mark with text add on • always with text add on other marks and on flipsides or in footer and positioning for use in projects • design mark by itself only when initiated by TWSC textual content in direct proximity

Trilateral Wadden sea cooperation Part III | Strategy

3.2.1.4. Positioning 3.2.2. word and design mark Wadden Sea WH With the appearence of communication material on the WH the We recommend a slight adaptation of the mark for better WADDEN SEA WORLD HERITAGE predominances of who is the sender have become unclear. In readability: the add on ”World Heritage” should become parts the WH mark is superordinate, i.e. it is visually perceived larger; both words could also have the same type size. before the TWSC mark. The hierarchies should be settled in the

manual. 3.2.2.1. Variants We recommend the dominance of the TWSC/CWSS mark over • four-colour with fading (3D effect) the ”title logo” World Heritage for internal communication (first • single-coloured white the sender, then the award). • single-coloured blue (e.g. for print products which are only In external communication (target groups and cooperation part- printed two-coloured) ners of the partners and the public), which focuses on world The four-coloured variant of the mark should be preferred. heritage as regards content, the TWSC as sender reverts to the background. The word and design mark of the sender should The single-coloured variants should be used when WADDEN SEA then appear in the imprint, on the flipside, or in the footer (cf. • it serves the superorder (e.g. in connection with further white or WORLD HERITAGE examples in in Fig. 6). pale logos) • the background is not blue, black, grey or white (avoiding

3.2.1.5. further Specified conditions of use concurrent contrast or “flickering” in bordering areas) Everywhere where the word and design mark is used the contact • the contrast to the colour of the background is not strong enough details, i.e. the website and e-mail address of the TWSC, should be mentioned. For a consistent high quality the required marks should be made available in the appropriate designs, sizes and file formats (vector files). FIG. 9

word and design mark as download in the new, internal area of the TWSC website Wadden Sea World Heritage and/or on a CD incl. a manual • four-coloured variant • single-coloured variant, white • protected zone

Strategy | measures Trilateral Wadden sea cooperation

Where heaven Wadden sea and earth ... world heritage Wadden sea where world heritage heaven … 600 px

Wadden sea world heritage FIG. 10

www.weltnaturerbe-wattenmeer.de button/sticker WDM Wadden Sea World Heritage 900 px

WATTENMEER WELTNATURERBE

FIG. 11 FIG. 12 FIG. 13

word and design mark design element layout and design elements Wadden Sea World Heritage: Wadden Sea World Heritage: Wadden Sea World Heritage: use in partners’ means of communication use in partners’ means of communication • colours, expanses, lines • mapping of the word and design mark • script complementing the mark as button/sticker • link on website • positioning of information

Trilateral Wadden sea cooperation Part III | Strategy

3.2.2.2. minimum size In this case the UNESCO mark may appear on the flipside, apart “order of precedence” of WH elements used:

For good readability a size of 32 mm x 14 mm is not to be from that to the left of the WH sign on the same level. • Wadden Sea WH word and design mark underrun. • UNESCO word and design marks, if entitled to use

3.2.2.5. further specified conditions of use • website www.waddensea-worldheritage.org

3.2.2.3. Background and protected zone When using the mark on print material and on partners’ websites • key messages WH, if applicable TWSC The word and design mark should be protected by a defined the following should also be referred to:

distance (”protected space”) in which no graphic elements are • the website www.waddensea-worldheritage.org or a link to it 3.2.4. Keyvisual TWSC

allowed. Appropriate measurements are to be defined. Attention • the entire Wadden Sea WH area Keyvisual in the communication of TWSC and CWSS is the should be paid to a sufficiently high-contrast background (e.g. • where required a map of the entire trilateral Wadden Sea area satellite map of the trilateral Wadden Sea area. The TWSC’s white or dark blue). Recommendations should also be given for external communication has been increasing since the WH positioning on photographs (positioning in areas free of any If content is used that was made available by the CWSS (texts, nomination, hence in the revision of the CD guidelines for a detailed elements). maps, photographs, etc.): consistent design of the keyvisual should also be determined. • the linked mark/banner is to be positioned within the upper

For the upvaluation of existing print material with the WH 1000 x 600 px or 3.2.5. Keyvisual WNE

status the WH word and design mark may be placed onto a • a prominent link to the WH website is to be placed at the end Keyvisual of the Wadden Sea WH is the ”heaven and earth” button space (e.g. as stickers). of the text motive (hand with different motifs of horizon and sea). It should only be used in the form made available by the CWSS, i.e.

3.2.2.4. Positioning 3.2.3. word and design mark Unesco either as a pictorial element only or with the slogans developed The word and design mark should be subordinated to those of For the use of both UNESCO word and design marks separate for it (no own text to be placed on the picture, no other the respective senders or take a special positioning in the layout, conditions apply. Guidelines can be found on the UNESCO typefaces). Picture editing, e.g. by way of “softening” or cutting i.e. in the sense of a signet or title. website. off edges is to be avoided. Using the keyvisual is only permitted It needs plenty of room to unfurl its effect. We recommend a in connection with portraying the Wadden Sea WH, i.e. as a distance of at least the width of the mark to the next one used. minimum standard there has to be the WH mark in direct proxi- For a concerted CD and greater unity the mark takes precedence mity as well as mention of the WH website. When used on in use over those of UNESCO. That means also those organisa- websites there has to be a connection to the WH website (links, tions and institutions that are entitled to use the UNESCO mark teaser or banner). (national parks, NGOs) use first of all the Wadden Sea WH sign

when space is limited.

Strategy | measures Trilateral Wadden sea cooperation

3.2.6. Typefaces

Rotis is the corporate typeface of the TWSC and the CWSS. It is 3.2.8. corporate design of the IWSS 3.2.8.2. Word and design mark IWSS used in different font weights. To what extent one insists on the Existing products still show the hitherto existing design concept, The word and design mark of the IWSS has a relatively high corporate typeface in project cooperation is a matter for negotia- but additions, changes, and adaptations mean that the means of need for explanation in communications. The acronym IWSS tion. The typeface used should be adopted consistently and communication at large do not convey a consistent picture cannot be assumed to be generally known; the design mark of attention should be paid to a meaningful use of running text and anymore. We recommend a light revision, adjustment, and the TWSC is externally neither well-known nor explicitly recognis- display type (the children’s brochure ”On Expedition”, for exam- streamlining of the IWSS design. Since the comprehensive IWSS able as regards content. The combination of crab and satellite ple, has the CD of the WH on the outside, on the inside however material is relatively well-known amongst target audiences, a picture is stylistically difficult. that of the Wadden Sea National Park in Germany). stark break to existing material should be avoided. Guidelines pertaining to this should support the partners in implementation ”Crab Conny“ is to be kept as a mascot and storyteller. The On the internet the use of Rotis as the webfont would be possi- and consistency. IWSS design mark is ”enlived” by reappearing as an illustration ble, however there are costs involved. More useful is the agree- within the IWSS means of communication. We recommend

ment on a webfont which is also suitable to the design require- 3.2.8.1. sender TWSC however to make the IWSS mark altogether more simply and ments. A future more pronounced demeanour of the TWSC as the initia- striking – by eschewing the design mark of the TWSC. Instead tor and coordinator of the IWSS would benefit a clearer profile the TWSC should appear via textual references (see above) or as

3.2.7. colours and layouts in environmental education and the raising of its level of familia- contact in the footer. Whilst grey was the dominating colour of the TWSC and the rity amongst disseminators. We recommend a short textual

CWSS prior to the WH nomination, blue is used for the more reference, e.g. 3.2.8.3. Design elements recent means of communication – primarily of course in the WH • ”initiated by the TWSC“ + contact details The design elements are striking (face, sweeps, rounded corner) communication. Since the dark blue is both more visible and • ”A project of the Trilateral Wadden Sea Cooperation“ + and suitable for certain applications (e.g. the white frame when plays more to our idea of the ”sea”, gives more possibilities for contact details printing out teaching aids). These should be largely kept. light and dark contrasts and thus better readability and creates The elementary colours are green, blue, and yellow. They may more attention, there is nothing to be said against this develop- be kept as well, though either predominances should be clarified ment. (e.g. primary colour on titles) or all colours should always be We recommend however a clear stance on a changed CD. This used. In approximation to the new CD of the TWSC and the includes the development of design guidelines and the appropri- CWSS blue, for example, could become the new primary colour.

ate adaptation of the other means of communication of TWSC and CWSS (e.g. publications, website).

Trilateral Wadden sea cooperation Part III | Strategy

For the entire Part III please note: 3.3. printed material

3.3.1. conveying information and design

Example key message When designing printed material, attention has to be paid to the The form of a key message depends on the means of communica- different levels of conveying information so that content that is tion and context (e.g. concise or elaborate, emotional or factual, tailored to a target audience reaches its recipient. etc.). By means of selected examples we show in the following which character the message may have in a particular context. In order to have the communicative aim – motivation to act – al- The following message serves as an example: ways present, printed material should always refer to the Wad- den Sea WH website where further information and suggestions for acting are to be found. A good way would be, for example,

“The TWSC has achieved to designate the Wadden Sea as a to combine the Wadden Sea WH sign with a short slogan such world heritage site through the collaboration of all partners – only as ”Find out what you can do to protect it!“. The symbolism of the entirety of the Wadden Sea makes it unique.” the sign may be used linguistically in two ways (”it” = suitable for both harbour porpoise and the Wadden Sea).

For all printed material the same colours, proportions, font weights, and layout principles should be used consistently. The following information graphics shows the principle which holds for all printed material: increasing depth of information with approximation of the recipient to the topic (from being attracted to becoming active). Variants for implementation and possible content are shown in an illustrative way.

Strategy | measures Trilateral Wadden sea cooperation

Level of Depth of Form of Examples Content conveying information information design products of TWSC / CWSS products of partners

where heaven basic information: 1. Attract: low • reduced length of text and earth … “button“ for gets interested, gives thought-provoking • pictures, messages, printed products • word and design marks impulses buzzwords, etc. merchandising products, post- • sender / website address  not moralising acts as a deterrant • emotional cards, stickers, ... • slogan where applicable

adverts, online banners, … Where heaven and Earth ... thematic part WH • short introductory texts that Wadden Sea invite to learn more (information modu- 2. interest: les!) see above plus thematic overview and brief summary of signi- more detailed information ficance, reference to everyday life through • short informative texts in leaflets, • eschewal of specialised voca- newsletter on websites, examples of use • (short )facts in newspaper artic- specific to target audience  trigger a light- bulary or explanation of them information leaflets, e.g. on les, … • overview, characteristics WH, TWSC, bulb moment next mud- on material offered, … flat hiking tours 3. orientate: regional show content and correlation clearly, surveys offers by different on the topic where organisers, … heaven …

see above plus • supplemental texts specific information • technical terms with 4. inform: scientific publications thematic brochures explanation more detailed specialised information, where Where heaven • specialised knowledge • longer texts and earth … applicable methods of solution, references to • stories • factual further sources of information Manual • data & design guidelines what lives here? • guidance, tasks, Common Wadden Sea 5. apply: Secretariat standards further information, concepts for solution, Best high manuals, teaching aids • material, content Practice examples, practical tips and possib- guidelines, … le courses of action, contact details, linking, reference to further sources of information

Trilateral Wadden sea cooperation Part III | Strategy

3.3.2. leaflet TWSC  3.3.3. leaflet wadden sea World heritage

content: content:

• key messages on the TWSC • comparable with existing leaflet • excerpts from information modules 2.2.1.5., 2.2.5.1., • key messages on WH 2.2.2.4., 2.2.3.4., 2.2.4.2. • supplemented by excerpts from information modules 2.2.1., • significance of the TWSC for the designation of the Wadden espeically 2.2.1.5. Sea as a world heritage site (attainments provided before and • supplemented by information on pacemaking potential for after the nomination) socio-economic development of the Wadden Sea region (e.g. • in national langues of DK, GER and NL and in English reference to sustainable quality tourism) function: • in national langues of DK, GER and NL and in English • strengthens TWSC – offers of the CWSS are demonstratively function: and conclusively documented • informs about significance of WH • creates transparency of work and attainments of the TWSC • informs briefly about significance of the TWSC for keeping the • informs about added value of the TWSC WH award design: design: • DIN long, good quality of print on high-quality recycled paper • DIN long, good quality of print on high-quality recycled paper

kind of measure: informatory kind of measure: introductory  informatory It is imperative that our example message appears here as a promi- form of approach: popular science form of approach: popular nent and easily understandable text module. This could take place, depth of information: medium depth of information: low for example, in one of the dark blue ”explanation fields”, under the channel of communication: channel of communication: heading ”Transboundary Protection of the Wadden Sea – A Result • CWSS sends leaflet to target audiences • CWSS sends leaflet to target audiences for internal information of the longterm collaboration of the Netherlands, Germany and Den- • publicly retrievable on CWSS Website and for distribution in public places (e.g. NP centres and mark“. Thereby information on the TWSC is passed quasi ”casually“ tourist informations) to a broader public, furthermore disseminators and the media are  for all partners and the media • publicly retrievable on WH website, link on Facebook reached that way.

 for all TAs of internal & external communication and their TAs

Strategy | measures Trilateral Wadden sea cooperation

3.3.4. leaflet Wh communication  3.3.5. Image And Information Brochure 3.3.6. Magazine on TWSC  TWSC  content: content:

• information modules 2.2.1. content: • small magazine with information on current developments, • in national langues of DK, GER and NL and in English • key messages on TWSC reports about recent successes function: • information modules 2.2.1.5., 2.2.2.1., 2.2.2.2., • background information • partners are comprehensively informed about WH topic and 2.2.2.4.,2.2.3.1., 2.2.3.4., 2.2.4.2., 2.2.5.1. • portraits of various partners (one person each from DK, GER, receive tips on communication to their TAs • in national langues of DK, GER and NL and in English NL per issue) • informs about added value of WH award for partners and function: • in English makes them aware of its value and their own tasks • partners are comprehensively informed about organisational function: • answers practical questions like these: Which information structure and duties of the TWSC and receive tips on communi- • serves to raise identification with the aims of the TWSC and material is there? Where do I get if from? Which guidelines cation to their TAs demonstration of the added value as well as pride in participa- need to be adhered to? • informs about added value of collaboration, concrete offers ting in the joint project design: and attainments • acts as stimulus for further activities • DIN long, good quality of print on recycled paper design: design: kind of measure: informatory • A5, good quality of print on recycled paper • A5, good quality of print on recycled paper form of approach: popular science kind of measure: informatory kind of measure: informatory depth of information: high form of approach: popular science form of approach: popular science channel of communication: depth of information: high depth of information: high • CWSS sends leaflets to partners channel of communication: channel of communication: • partners send it to their relevant TAs or refer to Extranet • CWSS sends leaflet to partners • published twice a year • retrievable on the Extranet of CWSS website • retrievable on the Extranet of CWSS website • CWSS sends magazine to partners • retrievable on the Extranet of CWSS website  for all partners and disseminators  for all partners and disseminators  for all partners

Trilateral Wadden sea cooperation Part III | Strategy

3.3.7. Magazine on WH  3.3.8. posters and adverts form of approach: popular depth of information: low content: content: channel of communication:

• small magazine which makes the Wadden Sea WH come • posters: satellite map should be kept as an established keyvisu- • posters: CWSS sends posters to partners, for sale in Wadden ”alive” in reports and coverages al of the TWSC; world map with Marine World Heritage Sites Sea information centres, NP centres, ESC • information on flora and fauna, portraits of local ”characters“, lends itself as a second keyvisual of the WH (cf. Fig. 1) • adverts: regional newspapers, travel supplement of national insider tips for tourists, UNESCO Marine World Heritage • We recommend to tie in with the existing WH campaign weeklies Programme, protective measures  ”Find out what you can do ”There is a place where heaven and earth share the same to protect it!“ stage“ and to use the established visual communication.

• in English • the existing WH motive should be enriched with world heri- Similar to the online banner (3.4.10.) a thematic range of free function: tage, Wadden Sea and regional content and messages adverts could be developed (Wadden Sea WH, nature protec- • through the redundancy of such a ”periodical“ the topic WH is (cf. Fig. 14 and 15) tion, trilateral approach, regional aspects, possibly via ”ambas- brought to mind afresh function: sadors”, cf. 3.5.6.) . Free adverts may be placed as a donation design: • posters and adverts arouse curiosity and increase the level of or ”fill in“ with regional newspapers and offered as a download • A5, good quality of print on high-quality recycled paper familiarity of the WH on the WH website (3.4.3.). kind of measure: introductory  informatory • offer possibility of link to the website for further information Aim of placing adverts is to win the local population and stake- form of approach: popular • world map creates identification and pride in belonging to the holders to support the WH. depth of information: medium league if the most beautiful marine regions of the world channel of communication: design: • published twice a year (March/September) as weekend sup- • posters: A3 and larger, good printing quality on high-quality  for all TAs of external communication plement of regional newspapers (for local population and paper

stakeholders) and as supplement of national weeklies that are • adverts WH: ”Heaven and Earth” base motive with new read by quality touristis (e.g. ZEIT in Germany) backgrounds and varying slogans, good printing quality • retrievable on WH website, link on Facebook kind of measure: introductory

 for all TAs of external communication

Strategy | measures Trilateral Wadden sea cooperation

3.3.9. Postcards 3.4. internet And digital media function: • publications preceded by a (popular science) summary appear

content: A note on Wikipedia: on the CWSS website and can thus be used by journalists • satellite postcard with motion effect (lenticular card) high tide/ Wikipedia has become an accepted medium for information  work of the TWSC gains greater degree of popularity low tide should be retained search of the public. This potential should be used by design: additionally the world map with Marine World Heritage sites • paying attention to updating the existing entry for the CWSS • respect a consistent Corporate Design (1st effect world map, 2nd effect Wadden Sea motive) on German Wikipedia and by creating entries on the CWSS, kind of measure: informatory • once more WH slogans have been decided on production of TWSC and the Wadden Sea WH on Wikipedia DK, GER and kind of approach: scientific postcards with ”heaven and earth“ motives and varying slogans NL (key messages & information modules). depth of information: high • short information module on WH and reference to WH website channel of communication:

• in national langues of DK, GER and NL and in English 3.4.1. reports and publications • retrievable on CWSS Website function: – Appear under ”Internet and Digital Media“ since they are • postcards are widely distributed by tourists, arouse curiousity, mostly retrieved from the internet. Recommendations are valid for  reports for all partners, publications for scientists and entice to inform and visit both online and print version. – media • postcards with motion effect are premium-quality and thus also suitable e.g. as present of partners to their cooperation partners content: design: • reports intended for internal communication (protocols, ceclara- • DIN long, lenticular-printing process tions, QSR reports, directives, etc.) may be retained in their kind of measure: introductory current form; however attention should be paid to the recom- Since the internet is a medium with a range of depth of information channel of communication: mendations given above for a consistent Corporate Design that the user unlocks for himself, the message can here be initially • for sale via CWSS, in Wadden Sea information centres, tourist • publications that are not only intended for internal communica- used as a ”teaser“, e.g. image of the satellite map plus slogan informations, ESC tion, but whose content is also relevant for scientific coopera- ”Three for One!“. Linked to this could be a more comprehensive tion partners, the media and the interested public should be information module with high depth of information, e.g. on history,  for all target audiences given a brief, popular science summary (”teaser”) by their significance, problems or concrete measures of the trilateral protec- authors tion of the Wadden Sea. A large spectrum of design elements can

be used, the form of approach can range from emotional to factual,

the message can be underlayed with music or film.

Trilateral Wadden sea cooperation Part III | Strategy

3.4.2. CWSS Website entry-page menu and basic information should be available in supplemented by Extranet (3.4.7.) Danish, Dutch, and German in order to avoid entry-level barriers function:

content: and disuse • thanks to website one can communicate very broady with high • current volume of information should be retained and the kind of measure: informatory  activating depth of information on WH databank always updated form of approach: popular in entry-page level, scientific in • printed material is retrievable online • key messages on TWSC and CWSS deeper levels • medium has high topicality • in order to ”attract” and inform new partners easily understan- depth of information: high When the slogan ”Find out what you can do to protect it!“ dable and prominenet basic information on the TWSC (show- channel of communication: links to the website naturally there have to be recommenda- ing the added value) and the Wadden Sea protection should • publicising of website via references on all printed material, tions for actions. These could be decided on together with the appear on the entry page CWSS newsletter, WH website NP partners and regional administration, from codes of • information on the Wadden Sea WH should appear in a conduct in the WH area to activities like organised rubbish prominent place; link to WH website should also be placed collections on the beach  dates, show possibilities for direct  for all partners more prominently contacts, telephone numbers, addresses, etc.

• a distinction by sender (TWSC, UNESCO, etc.) should be In order to facilitate the dialogue with the local population 3.4.3. Wadden sea world heritage Website made for existing documents in download area and stakeholders and to ensure an active possibility for parti-

supplemented by an intranet (3.4.5.) cipation (requirement by UNESCO) the installation of a ”letter- content: function: box” on the website is an option which is easy to implement • current volume of information should be retained, section of • comprehensive information of partners on work of the TWSC and to administer. Visitors of the webiste with questions, news and events always be updated as currently done • printed material is retrievable online proposals and criticism need not take the detour via Facebook • key messages on WH • medium has high topicality (which older visitors would in many cases not go) to get in • basic information on application, significance and designation design: contact. If the letterbox is connected to the function ”Frequent- as WH site should appear on entry page • the existing site is in urgent need of revision with regards to ly Asked Questions“ (FAQ), a general as well as a specific • mention and link to UNESCO documents in more prominent structure (more user-friendly) and CD (respect Corporate De- answering of questions is made possible. place sign guidelines)  for some partners (especially scientists and design: • more information with higher depth of information on WH administration) the site is easy to understand and helpful, for • existing site urgently needs revision concerning structure (more • information modules 2.2.1. ”new” partners in tourism, communities and economy however simple, too much unstructured information available at the moment) • IWSS should be given more prominent place and a new, short easily comprehensible structures need to be created image film be produced (cf. Analysis p. 46)

Strategy | measures Trilateral Wadden sea cooperation

• increased use of emotional photo motifs of good pictorial quali- 3.4.4. Intranet / internal Area  3.4.5. Forum  ty (definition, contrasts and colours), which are made available to the media and private users for non-commercial use on the content: content:

website • on the intranet of the CWSS website partners find organisatio- • within the intranet of the CWSS website the forum offers kind of measure: informatory  activating nal issues and content on the TWSC that are not intended for partners the possibility to get talking to one another and to form of approach: in entry-page menu popular, deeper levels the public learn from each other’s experiences scientific • offers of the TWSC • progress, work results, Best Practice examples depth of information: high • work results, conference papers, etc. • (archived) experiences, opinions, feedback, references channel of communication: • data and guidelines (e.g. use of logos) function: • publicising of website via references on all printed material, function: • creates synergies and exchange of Best Practice examples

CWSS newsletter, CWSS website, press relations • gives partners overview of concrete offers of the TWSC  creates feeling of togetherness and supports networking • required data are, with restricted access, retrievable at any time • reports on progress and successes  creates identification  for all TAs, especially those of external communication • medium has high topicality • creates transparency for work between themselves since infor- design: mation are given to everyone at the same time and everyone • design akin to CWSS website may give feedack • should facilitate quick orientation design: kind of measure: informatory  activating • design akin to CWSS website form of approach: technical, scientific kind of measure: informatory  activating depth of information: high form of approach: depending on user channel of communication: depth of information: depending on user

• personal contacts, announcement at events/meetings, etc., channel of communication: like intranet internal part of the newsletter, menu item on website  for all partners, especially participants of Task Groups,  reports for all partners, publications for scientists, internal NP staff, regional politicians and administration, PR contacts papers for all partners

Trilateral Wadden sea cooperation Part III | Strategy

3.4.6. Extranet on world heritage 3.4.7. BLOG  3.4.8. CWSS NEWSLETTER CommunicationS  content: content:

content: • A ”World Heritage Wadden Sea Blog“ gives ”ambassadors” • information on current events of relevance to the TWSC (risks, • an Extranet on the WH website gives answers to practical from different regions and areas of expertise the opportunity to meetings, publications, etc.) questions on WH by partners and their cooperation partners speak out about their topics, possibly tying in with the ”Stories function:

• supply of all relevant data which are made available to part- from the Wadden Sea” campaign. • comprehensive information on work of the TWSC ners and their cooperation partners (logos, pictures, texts/ con- • News, stories, tips, things worth seeing and worth knowing on • printed material are retrievable online tent) tourism, nature, culture, environmental education from all three • TWSC is regularly recalled to awareness of partners • guidelines and examples of use for design principles and countries • has high topicality implementation (manual, guidelines, Best Practice examples) function: Providing of a focussed supply of topics by restructuring: function: • to bring people from the three Wadden Sea countries Recipients should be given the possibility to limit existing • required data are retrievable at any time, similarly to current together, to open their eyes for similarities and differences thematic areas (e.g. WH, integrated management, sustaina- download area, but with restricted access • keep joint touristic and cultural projects together and com- ble tourism, environmental education) following a ”construc- • medium has high topicality municate them forward (e.g. Trilateral Wadden Sea Cycle tion kit” principle in order to compile for themselves a news- design: Path, cf. 3.5.6.) letter that is relevant for their specific area of work • design akin to current WH website design: design: • should facilitate quick orientation • design akin to current WH website • current depth of information too high  reduce text to the most kind of measure: informatory  activating kind of measure: introductory  informatory elementary information and summarise in the newsletter; link to form of approach: popular form of approach: popular, popular science longer text (current format) which is found and archived on depth of information: high depth of information: medium, but spanning a broad CWSS website  thus recipients are more inclined to read the channel of communication: thematic spectrum newsletter and absorb at least basic information; when recipi- • publicising via partners, information leaflet (cf. 3.3.3.) channel of communication: ent is interested link is opened and text read • publicising via website, newsletter, partners • currently named ”CWSS Newsletter“ and ”Wadden Sea  for all partners and their cooperation partners Newsletter“  need to settle on one name only (preferably  for local population and stakeholders, media, quality Wadden Sea Newsletter, which is less cumbersome and more tourists open for new recipients)

Strategy | measures Trilateral Wadden sea cooperation

kind of measure: informatory design: form of approach: popular science • design akin to WH (use of existing banner) depth of information: low  medium when linked  extension with regard to content channel of communication: kind of measure: attract  introductory • monthly frequency of publication should be retained form of approach: emotional depth of information: low  for all partners channel of communication: • CWSS Communication Officer researches possibilites for

3.4.9. online adverts, banners, placing adverts

Net Promotion • partners  their cooperation partners and contacts content: • CWSS  media • WH topic • making available of data on CWSS and WH websites function:

• publicising of WH website and increasing number of visitors • apart from existing banner adverts this are also includes regis- tration with search engines and PR measures in newsgroups and e-mail lists • especially new offers like the blog could be publicised this way In the Netherlands a stronger presence of WH messages on the internet (e.g. on regional websites of provinces’ administrations, Wadden Sea communities, tourism agencies, natrue protection associations, offers of spare-time activities) could increase the identification of the local population with the spe- FIG. 14 cific features of the WH. A stronger regional reference of Banner advert with regional reference for places in pictures and messages (Fig. 14 and 15) can be helpful here the Netherlands, here for the example Texel (as well as for posters and adverts 3.3.8.).

Trilateral Wadden sea cooperation Part III | Strategy

3.4.10. new media – facebook 3.4.11. Powerpoint Presentation  content: content:

• current information on WH work of the TWSC • presentations with different content for different TAs  over- • current communication on Facebook (”The Wadden Sea, Das view of the work of the TWSC for partners, summarised infor- Wattenmeer, De Waddenzee - UNESCO World Heritage mation on WH with current references for local stakeholders Site“) should be continued to be updated since Facebook has function: developed to be an established channel of communication • achieving public support for the protection of the Wadden Sea function: (UNESCO requirement) • serves both Facebook users amongst partnern and each intere- design: sted party from the public, e.g. ”fans“ of the natural landscape • Presentation is prepared in a way that it can either be used Wadden Sea, artists for conveying of current information unchanged – it is self-explanatory – or that it can be individua-  networking of partners, publicity for projects, activities, etc. lised by leaving out or adding certain slides. of different providers, finding of ideas • striking text modules design: • emotional photographs of high pictorial quality • limited by Facebook guidelines, therefore special attention to • ideal time span of max. 15 minutes for one presentation for relevant content on Wadden Sea WH maximum concentration and broad conveyance of information • use of emotional photo motifs of good pictorial quality (definiti- kind of measure: introductory  informatory on, constrasts, colours) kind of approach: popular kind of measure: introductory depth if information: low form of approach: popular channel of communication: depth of information: high • CWSS prepares presentations, partners communicate them to channel of communication: their TAs • link retrievable on WH website, CWSS website, FIG. 15 Facebook  for partners from Politicians 4, Administration 2, NPs, Banner advert with regional reference for places in Dem- ESCs, NGOs and Tourism Marketing  via them information is mark, here for the example Esbjerg. The advert solicits the  for all TAs, especially younger audiences of external communicated forward to local population and stakeholders, application process for the WH, purposefully already in the communication quality tourists appearance and characteristic linguistic style of WH communication.

Strategy | measures Trilateral Wadden sea cooperation

3.5. personal contact and public relations 3.5.1. Regular meetings (Jour Fixe)  recipients, i.e. build a larger network. We recommend In order to optimise communication among the partners we • to carry environmental education nationwide into schools: Strategic communication relies on the art of dialogue. recommend the creation of a ”Jour Fixe“, a set date (every six publicise offers for teachers nationally and internationally to The ideal form of dialogue is the classic face-to-face conversati- months) for each target audience of internal communication, enable pupils, who are not able to go on school trips or live in on. Problems in communication will inevitably appear if this where the CWSS Communication Officer and representatives of the Wadden Sea region, to profit from the versatile offers fundamental principle is being neglected. Communication is an the partners meet. This meeting serves to evaluate communicative • to devise all teaching material in the three national languages over-used term and an under-used skill in a world full of media. measures undertaken, to discuss and solve communication pro- • to prepare complete lessons on the trilateral Wadden Sea and Given the amount of abstraction in communication, and in this blems, to exchange ideas, to agree on collaborative measures to promote their acceptance into the curriculum and textbooks strategy too, where we talk about ”the” partners and ”the” target and to talk about permanent topics. via partners in politics audiences, one must not forget that the recipient of communica- • to extend the IWSS work into the realms of environmental tion and the dialogue partner is – a human being.  for all partners education for adults (training courses for disseminators) • to support IWSS communication through partners in tourism Hence it is essential that apart from the means of communication marketing  links to IWSS website

described above a structure of permanent personal communica- 3.5.2. environmental education • to create synergies between IWSS and the Junior Ranger tion with the partners should exist or be created as the third and Environmental education is one of the great strengths of the Programme of the national parks most important pillar of communication. The partners themselves Trilateral Cooperation. The numerous means of communication in • to animate the IWSS partners to further the trilateral exchange should, as mentioned earlier, act as strong disseminators in print and for the screen of the International Wadden Sea School between partner centres by pupils from the Wadden Sea personal external communication. In addition to permanent (cf. Material Catalogue 2010/11 for a complete list) are exem- region in DK, GER and NL discovering the respective ”other communication a campaign-like communication should take plary, regarding concept, target-group specific content, design, ends” of the international Wadden Sea place, through which the TWSC and the WH is brought to atten- quality, and creativity. Education material is easy to understand • to offer environmental education and merchandising products tion selectively and effectively. and seeks to further knowledge, environmental awareness, and in places frequented by quality tourists (NP houses, ESC, tourist understanding for an international Wadden Sea. informations) We see great potential in the work of the IWSS for achieving general acceptancy and popularity of the aims of the TWSC  for teachers and pupils, users of ESC, disseminators from (Wadden Sea protection, protection of flora and fauna, trilateral Administration 2, tourism marketing, quality tourists significance). The IWSS should continue its successful work with the aid of the

existing means of communication, but also enlarge the circle of

Trilateral Wadden sea cooperation Part III | Strategy

3.5.3. Workshops AND Seminars The attractiveness of such meetings is increased by: A broad spectrum of topics pertaining to the TWSC can be • competent and where possible well-known speakers communicated via training for disseminators. They should take • hands-on content and application place regularly on fixed dates (ritualisation). This has the advan- • personal added value for participants (information, practical tage that those meetings become a regular fixture for participants tips, stories) for intra-disciplinary exchange and further education. • where possible attractive venue and frame (event character, Workshops and seminars should preferably be conducted in catering) collaboration with the partners (national parks, tourism management, Administration 2, Politicians 4) in order to reach their Additional measures within the framework of such events are, for partners, local stakeholders, and media representatives. example, exhibitions, short film, Powerpoint presentations, merchandising products. Possible topics could include:

• sustainable tourism – chances and amelioration of local offers Of special relevance are:

• current developments and aims of the protected areas guide instruction/Mudflat hiking tours Imagine the following scene for conveying our sample message: • trainings and excursions on/in the Wadden Sea WH area Interested members of the local public have the possibility to The CWSS takes a share in instructions for mudflat hiking guides by qualify as national park guides/mudflat hiking guides. It is very being present and providing information and material. The aim Workshops and seminars are important measures of communica- important in this context to pass on content and teaching aids on should be that hiking guides on their tours, apart from referring to tion in order to reach local protagonists personally and emotio- the joint Wadden Sea WH for the instruction of those dissemina- what can be seen directly and immediately, will be able to point to nally. The TWSC can be made palpable here, direct advantages tors (mudflat hiking guides  quality tourists) to the partners. The the larger perspective. for their own work can be conveyed, and an increased willing- touristic offers by the national parks and tourism marketing Example: ”We are standing here in a tiny spot of the 9.000km² of ness to spread the value of the WH can be achieved. The activi- organisations currently available (special WH hiking tours, the Wadden Sea which stretches from Texel in the Netherlands to ties should serve the purpose to sensitise the disseminators to the holiday packages under the heading WH) should be expanded Esbjerg in Denmark. That this area on such a scale is ecologically significance of the Trilateral Cooperation and to offer them further. largely intact – and was awared the honour of the world heritage concrete stories on the joint Wadden Sea WH which they can title – is the merit of the close collaboration of the three Wadden pass on to (quality)tourists.  for all partners except scientists, disseminators from tourism Sea countries …“ marketing, administrationl local stakeholders, media

Strategy | measures Trilateral Wadden sea cooperation

3.5.4. events for locals to the bond of the Wadden Sea inhabitants from Texel to Es- 3.5.5. Presse, Radio und TV – Public relations and Stakeholders   bjerg. The organisers are responsible for informing the regional Public relations work via press, radio and TV is important. Their The involvement and support of the local population and stake- and, where applicable, the national media. communication reaches all target groups of the TWSC’s internal holders is essential for the success of the TWSC and for benefit- and external communication. Task of the CWSS Communication ting from the socio-economic potential of the WH award. Here Especially for local stakeholders regular information sessions Officer is active PR work and the provision of current information too the principle applies: Personal encounters are the key for should take place, which fulfil two communicative aims: for editorial departments and journalists of newspapers, radio understanding the work of the TWSC and creating awareness for • They offer local stakeholders the possibility to raise regional and television. Thanks to the content of their communication the value of the WH. perspectives and thus bring them to the attention of decision – environmental topics – the TWSC has the possibility to enter makers within the TWSC. the editorial parts of the media, which is a budget channel of For events held on specific dates which should be organised by • They offer partners of the TWSC the possibility to strengthen communication with a broad effect. partners from Politicians 4, Administration 2, ESC, NGOs and the awareness for the significance of the joint protection of the Our recommendations for effective PR work are: tourism marketing, the following provide suitable content: Wadden Sea and the potential of the WH through personal • Aim of the CWSS should be to place a positive, short press talks and choosing specific topics. release about the WH in the regional media at least once a  2 February: World Wetlands Day  inform about worldwi- month. Topics are abundant; the work of the PROWAD pro- de wetland areas, strengthening of a sense of belonging to Topics for campaign-like communication would be ject, for example, offers material for illustrating the work of the the international Marine World Heritage Site family • content given by calendar, e.g. anniversaries like 40 years of TWSC for an active use of the “WH effect“.  May: World Migratory Bird Day  sensitise for the need to the UNESCO World Heritage Convention in 2012 • Aim of the press release on the WH of every partner should be protect migratory birds and their habitats • content given by current events, e.g. Migratory Bird Days, to incorporate the common aspect of the WH award in the  28th June: Wadden Sea World Heritage Day  celebrate weather phenomena, environmental catastrophes respective topics – whenever suitable. the nomination of the Wadden Sea WH, inform about • content taken from permanent thematic areas of the TWSC that • Selected journalists of important regional and national media current projects, protection and fun are reprocessed campaign-like, e.g. seal counts, invasive should be invited once a year (rotating between DK, GER and  August: International Wadden Sea Day  already establis- species, Marine World Heritage Programme NL) to visit the Wadden Sea. On location they get to know hed, organised by CWSS, highlights contemporary issues and esteem, for example, through mudflat hiking tours, encoun- which have relevance to the whole Wadden Sea  for local population and stakeholders ters with stakeholders, visits of IWSS partner centres, concrete aspects of the work of the TWSC and are thus able to commu- These events can be advertised and covered on the WH website, nicate them better in their coverages. Rotational events also on Facebook and in the Wadden Sea WH Blog. Thus the orga- secure a longterm bond and interest. The aim is to let those

nisers give and take mutual ideas, and these synergies contribute yearly meetings become a popular tradition.

Trilateral Wadden sea cooperation Part III | Strategy

• Once a year a three-day press trip, which includes a change Texel to Esbjerg to further regional economic development and Merchandising ideas: of location or an on-site inspection, should be offered to se- to strengthen the symbolic and the real connection of trilateral lected journalists. Unlike the yearly meeting the core purpose collaboration  Some of the products developed for the IWSS lend them- of the press trip is to visualise complicated issues and correla- • promoting exchange of experiences of local stakeholders and selves to a larger circle of consumers, especially educated tions, but also to convey atmosphere, images, and moods. the interested locals about the WH effect through organised, families with children (quality tourists). Products like the Thanks to their longer duration press trips offer the opportunity subsidised trips to visit communities in DK, GER and NL Wadden Sea Quiz, ”Conny‘s Wadden Adventures“ or for background conversation and for deepening existing and • topographic signage: For information panels put up in the identification sheets in four languages can be supplemented new contacts to media representatives. Wadden Sea region the principle of situation-dependent com- with world heritage content. munication mentioned earlier is highly significant: The visitor  The WH ”heraldic animal”, the friendly harbour porpoise,  for media representatives who is on location wants to be informed primarily about the has the potential to be the inspiration for products aimed at surrounding nature. Information on the trilateral Wadden Sea children (e.g. as high-quality cuddly toy with WH logo on

3.5.6. new ideas from encounters and/or on the joint WH follow where suitable. the tail fluke, as narrator figure in children’s books explai- to merchandising  • Sponsoring activities of local events (e.g. environment days, ning the WH Wadden Sea). In the following we list ideas for measures, which can act suppor- Wadden Sea sports events) offer opportunities to distribute  The animals native to the Wadden Sea have great potential tive for the success of communication of the TWSC and which information material, reaching the local population and crea- for merchandising. The principle of the Big, Small and ideally complement the aforementioned necessary measures. ting a positive image. Flying Five lends itself to a multitude of products, from small Which partners of the TWSC are responsible for the implementa- • In the field of merchandising the WH offers great potential ”Pixi books” for children (one example of how the topic tion of the measures is self-explanatory. which is currently used only rudimentary. When developing bird migration and the int. significance of the Wadden Sea • winning ”ambassadors”, i.e. selected persons, local ”dino- new products it should be ensured that these are consistently of was well mastered is the book ”A Return Ticket to the saurs” or active young people who, as convinced Wadden a high quality (appropriate to the quality of the award), both Tundra“, which was developed by the NP Lower Saxony in Sea fans, act as disseminators and ”Faces of the World Heri- with regards to content and to design. They should as much as 2011) to board games and high-quality replicas (e.g. as tage” publicly and (voluntarily) for the world heritage and the possible have an educational function and follow the principles Schleich© animals) which may become collectors’ items. protection of the Wadden Sea of ”edutainment“(designed to be both educational and entertai-  The second WH keyvisual, the world map of the Marine • promoting and creating trilateral town/community twinning ning). World Heritage Sites, also lends itself to be used on a partnerships in order to bring about a sense of identity of the • In order to exploit the whole potential for production and multitude of products, e.g. on spring binders for mudflat whole Wadden Sea region distribution, partners and stakeholders should be involved in hiking guides, on press kits, on exercise books. • constructing a complete ”World Heritage Wadden Sea Walk- developing merchandising products. By means of a feasibility

way” and cyclepath through the Wadden Sea region from study an appropriate merchandising concept could be compiled.

Strategy | implementation Trilateral Wadden Sea Cooperation

4. implementation Phase 1 preparation

It is essential to coordinate the different measures as regards

timing and content. This is the task of the CWSS Communication Officer. Here is where the responsibility lies for finding a com-

mon language of the TWSC, an overview over content that is websites Newsletter print products (image) digital products (image) print products (internal) digital content WH campaign personal encounters 2012 communicated, for developing further ideas, and for reviewing the functioning of the measures (evaluation, feedback, future 3.4.2. CWSS website rework development, where applicable new orientation of measures). internal It is therefore necessary and advisable to assign the post of the 3.4.2. CWSS website 3.4.8. Communication Officer longterm to one person in order to ensure intranet set up individual CWSS newsletter endurance and efficiency in communications. thematic 3.3.3. mailing list information leaflet update construction kit 3.3.4. on WH rework image brochure communication TWSC new The following exemplary overall view shows the temporal coordi- 3.4.6. new WH Extranet logos, organising supply of 3.3.1. 3.2. text modules, nation of the communicative measures suggested. data and application leaflet TWSC guidelines / regionale photographs set up new Logo Guidelines support NL and graphics, rework new & expand films, necessary communicative measures 3.4.11. print data of 3.4.3. application Powerpoint print products, new WH website and support DK presentation TWSC specifications rework new new for merchandising products supporting communicative measures image film WH communicate & in parts to be developed new & new distribute existing film to be refined

3.3.2. leaflet WH rework external

funds required for implementation:

Trilateral Wadden Sea Cooperation Part IV | Strategy

Phase 2 Phase 3 Phase 4 introduction establishing exchange And Feedback

website, newsletter and P R work personal encounters print products (image and internal) digital content website, newsletter and P R work print products (image) workshops and seminars P R work environmental education / IW SS events websites and social media personal encounters 2013

3.3.5. 3.5.2. 3.4.5. 3.5.1. magazine IWSS CWSS website Jour Fixe TWSC material = forum new new binding new with partners regularly teaching unit exchange twice a year new internal topics & 3.1. 3.1. educational projects invitation kick-off event policy to the new on the new 3.4.1. communications communications reports and strategy strategy publications new: for all partners for all partners preceded by summary

notification of 3.1. 3.1. the new content and wrap-up of kick- 3.4.3. communications data off event letterbox on strategy provide for all partners TWSC topics events, dates, over- 3.1. overview, links view, links starter package regular 3.5.2. 3.4.10. with information material and press IWSS WH on Facebook initial equipment of leaflets and releases material merchandising products rework  (3.3.3., 3.3.2., 3.2., …) 3.5.3. 3.5.6. translate into 3.4.9. new training for further national langu- WH send out disseminators measures ages DK, GER, new net promotion new NL 3.5.4. new motifs & from personal en- WH slogans counters to 3.3.6. celebrations merchandising magazine new WH regularly 3.5.4. new stakeholder regularly meetings twice a year 3.4.7. new WH blog 3.3.8. adverts and education and new postcards coverages in merchandising pro- and other regional and ducts merchandising national media new products develop from IWSS material distribution to quality tourists