TOOL DETAILS
Title
Seeds for tomorrow - creative giveaways for the 20th anniversary of LEADER in Luxembourg
Tool category
& type
Promotional Material:
Keyword(s)
Advertising, Communications, Leader, Promotional material, Visibility, Visual identity
Summary
For its 20th anniversary, LEADER Luxembourg envisaged to use an old communication tool – promotional materials with a twist: they developed a creative giveaway in form of a seed bag imprinted with the big event layout and logos. Using unconventional promotional materials along mainstream communication channels seems an effective approach, as promotional materials add various benefits to a communication campaign. One of it, recognized by marketers and psychologist is the urge of the receiver to give something back or to act positively towards the organization. The LEADER anniversary materials not only brought additional notoriety, but nicely passed the message that each individual have to carry on the good work by looking after the seeds of the first 20 years of work for rural development.
Country
& RDP Region(s)
Luxembourg
Main purpose
The promotional materials were used complementary to other communication channels – website, events, publications, in order to reach rural development stakeholder and to maintain their close involvement in rural development initiatives at national level along with increasing LEADER notoriety among its target groups.
Related
tools used
Website, publications, events
Target audience
EAFRD Beneficiaries:
Rural Development Stakeholders:
General Audience:
Technical information
Conventional paper seeds bags imprinted with event logo full colour. The back of the seeds bags is imprinted with seeding instructions and technical gardening details, including expiry date of the seeds. Main language: Luxembourgish and French.
Date produced
2011 - 2012
Publisher/
Organiser
Ministry of Agriculture, Viticulture and Rural Development
Distribution & Promotion
Ministry of Agriculture, Viticulture and Rural Development
Name of organisation
Ministry of Agriculture, Viticulture and Rural Development
Type of
organisation
Managing Authority
Image(s)
Name of contact person
Françoise Bonert
Address
1, rue de la Congrégation
L-1352 Luxembourg
Telephone
+352 247 82533
