BUILDING A CITY CONTENT HUB - City of Antwerp - Antwerp .key
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BUILDING A CITY CONTENT HUB City of Antwerp
HI
COPENHAGEN,
WE ARE CHARIS
Content
Strategist
at City of Antwerp
& CLAIRE.
Marketing & Communications
Manager
at Visit Antwerp
City of Antwerp
COFFEE! City of Antwerp
JOINING FORCES
CONTENT TEAMS NEED SAME INFORMATION
4 CONTENT TEAMS IN
CONTENT TEAMS OFTEN MAKE THE SAME CONTENT
OUR ORGANISATION ARE JOINING FORCES!
ONLY TARGET GROUPS DIFFER
City of Antwerp
A BLANK SLATE PHASE 1 PHASE 2 PHASE 3 PHASE 4 City of Antwerp
GATHERING CONTENT
Gathering information PHASE 1
in our own organisation:
• Themes
• Events
• Services
• …
Gathering relevant information City of Antwerp Own content & info
from stakeholders and partners:
e Active approach
Partners & Stakeholders Relevant content from partners
City of Antwerp
CENTRALIZING & CREATING CONTENT
Practical approach PHASE 2
• Content framework & toptopical
• Deduplication
• Dispatch to content
creation team(s)
Analyses based upon
roles and goals Editorial Staff + content creation
• Creating Brand Stories
• Precondition is marketing and Central content hub
communication strategy of Analyses based upon roles & goals
City of Antwerp
Brand Stories
Network Organisation + tools
City of Antwerp
DISTRIBUTING CONTENT
Editorial Staff & PHASE 3
Content Creation
• Press release
• Video
• Photo
• Text Own media comm. channels (City of Antwerp)
• …
Network organisation
e Active approach Press
e Building long-term
relationships
Network Tool Comm. channels of partners
• CRM
• Sharing tools
Network of influencers
City of Antwerp
CONVERSATION
Own media & PHASE 4
comm. channels
• Website(s)
• Social media channels
• Television
• Campaigns
• Magazines
• …
Press Target groups
• Press strategy Channels of target groups
Comm. channels of
Ambassadorship
partners and stakeholders
• Website(s)
• Social media
• Offline communication
Network of influencers
Network of influencers
• Bloggers
• Vloggers
City of Antwerp
ANTWERP CONTENT HUB
GATHERING CONTENT CENTRALIZING & DISTRIBUTING CONTENT CONVERSATION
CREATING CONTENT
Own media comm. channels
(City of Antwerp)
Editorial Staff
City of Own content + content
Antwerp & info creation
Central Target
Press Channels of
content hub groups target groups
Analyses
based upon
Ambassador-
roles & goals
ship
Comm. channels of partners
Brand Stories
Relevant Network
Partners &
content from Organisation
Stakeholders
users + tools
Network of influencers
City of AntwerpBEST PRACTICE BIKING IN ANTWERP & TOUR OF FLANDERS City of Antwerp
SLOWTV WITH NATIONAL TELEVISION STATION CANVAS AND THE HOST OF THE SHOW City of Antwerp
STOPMOTION MOVIE FOR OUR LOCAL SECTOR, SHARED WITH SOCIAL SEEDER & TV-SPOT NATIONAL TELEVISION City of Antwerp
INSERT BAHAMONTES, NATIONAL CYCLING MAGAZINE
DE LEEUW TEST DE NIEUWE AANLOOP VAN DE RONDE
110 kilometer tegenwind
Vlaanderens Mooiste start niet langer vanuit
Brugge maar vanuit Antwerpen. Die Scone werd
ingeruild voor ’t Stad, het Zand voor het Steen,
de aanloop door West-Vlaanderen voor een
ANTWERPEN-OUDENAARDE
T EKST aanloop door het Waasland. Bahamontes reed
Jonas Heyerick
FOTO ’S
het nieuwe parcours in het wiel van de Leeuw,
Sigfrid Eggers drievoudig winnaar van de Ronde.
S
malend doen over het gebrek van Rotterdam naar Brussel) en in koffie komen meedrinken met de
aan wielerhistorie of wiele- 2001. Wie herinnert zich niet de Leeuw en Bahamontes, maar hij is
renthousiasme in Antwerpen etappezege én de gele trui voor Marc helaas op oefenstage in Spanje. Aan
lijkt misschien de mode, Wauters? Antwerpen is ook de gast- de muur boven de toiletdeur hangen
maar het is misplaatst. Het stad voor de Scheldeprijs en organi- twee van zijn tijdritpakken: een
Sportpaleis was jarenlang een meer seerde ook vier edities van de World Belgische tricolore waarmee hij vorig
dan vaste waarde in het baanwielren- Ports Classic samen met Rotterdam. jaar knap vijfde werd in de Vuelta én
nen. Van 1934 tot in 1983 maakten het hemelsblauw van de nationale
Goeroe van
alle grote internationale wielergoden ploeg. En toch is dit duo niet het
een generatie rockers
hun opwachting in de vermaarde pronkstuk van Café Mombasa. Die
Zesdaagse: van Rik Van Steenbergen We hebben een afspraak met Johan eer is weggelegd voor de fiets die
en Stan Ockers over Rik Van Looy en Museeuw in café Mombasa op aan het plafond hangt, een oud, grijs
Eddy Merckx tot Patrick Sercu, Roger het Moorkensplein in Borgerhout, geval waaraan tonnen wielerverha-
De Vlaeminck en Freddy Maertens. een van dé wielercafés in de stad. len hangen. De voormalige eigenaar
Oudere wielerliefhebbers vinden Cafébaas Bob Campenaerts is de van de fiets kijkt ons goedkeurend
het nog steeds doodzonde dat de nonkel van Victor Campenaerts, de aan vanop een immense foto die
wielerpiste moest wijken voor aan- huidige Belgische kampioen tijdrij- het hele café domineert: Stanneke
gepaste tribunes en meer optredens. den en de zilveren medaillewinnaar Ockers, de beste Antwerpse renner
Antwerpen liep ook massaal uit voor op het EK tijdrijden van 2016. Victor, aller tijden. Hij eindigde twee keer
de Tourpassages in 2015 (de start de enige échte Antwerpenaar in het tweede in de Tour de France (in 1950
van de derde rit), in 2010 (onderweg huidige profpeloton, was graag een en 1952) en won twee keer de groene
trui (in 1955 en 1956). Hij won de
Waalse Pijl, Luik-Bastenaken-Luik
én hij kroonde zich in het Italiaanse
Stanneke overleed na een doodsmak in het het Frascati tot wereldkampioen,
Sportpaleis. Zijn dood dompelde het ganse land in allemaal in 1955. Het jaar nadien
rouw. De toen 11-jarige Eddy Merckx, een grote fan sloeg het noodlot echter toe. Op
29 september maakte Le Rusé (‘de
van Ockers, noemt het nog steeds een van de meest listige’), zoals zijn collega’s hem
schokkende gebeurtenissen in zijn leven. noemden, een doodsmak op de piste
van ‘zijn’ Sportpaleis. Hij overleed
B AHAMO NTES 3
City of AntwerpCYCLING PRODUCTS IN THE CITY City of Antwerp
INTERNATIONAL PRESS COVERAGE
60 Place
THE MOVE IS NOT WITHOUT ITS DETRACTORS.
PELOTON
For starters, Antwerp has long been a rival to Bruges. Antwerp and the much smaller port of Zeebrugge (translated
The two cities jockeyed for position as Europe’s leading as “Bruges on the Sea”) are these days dwarfed in size by the
commercial ports as early as the 12th century, an economic Dutch port city of Rotterdam, a little to the north, though the
rivalry that has continued. By American standards it may Belgian cities still play a major commercial role. Antwerp is
seem like ancient history, but for a country as steeped in Europe’s second largest port. It seems oddly fitting then that
tradition as Belgium, Antwerp is a relative a newcomer Bruges and Antwerp are again playing a foil to one another.
to Flanders. While Bruges dates from pre-Roman times,
Antwerp was first named in the 4th century and only There are those outside of Bruges who are averse to the
annexed to Flanders from the Holy Roman Empire in Ronde’s new launch location. Purists believe that the Tour
1356. Commercially, Bruges lost its port traffic through of Flanders should be raced in its entirety within the two
the 16th century when its link to the North Sea, the original Flemish provinces of East and West Flanders. While
ANTWERP:
Golden Inlet, began to silt, and Antwerp would boom. the transition to a city in the province of Antwerp feels like
a departure, change has always been a part of De Ronde’s
Antwerp also built a strong connection with the United history. From 1913 to 1976 it departed from Ghent, after
States. Between the late-1800s and mid-1930s, the ocean which the start was relocated to East Flanders’ Sint-Niklaas
DE RONDE’S
liners of the city’s Red Star Line carried nearly three million from 1977 to 1997 before shifting to Bruges in West Flanders.
Europeans to America. Migrants and fortune seekers passed Now Antwerp will take its turn, confirmed through 2021.
through the company’s two staid, brick buildings along
the Scheldt River in search of fame or perhaps escape in As a move to perhaps assuage some of the purists, race
NEW START
New York City and beyond. A perusal of the passenger logs organizer Flanders Classics played another card brilliantly.
includes names such as Albert Einstein, who made frequent While the 2017 Ronde marks the end of an era in Bruges,
transatlantic trips and, like many of the line’s passengers, fled it also marks the return of one of the sport’s greatest icons:
WORDS/IMAGES: CLIVE PURSEHOUSE the rise of fascism for good aboard a Red Star liner in 1933. the Muur at Geraardsbergen. While there is still too great a
distance to the finish in Oudenaarde for the Muur to make
too much of an impression on the podium, its inclusion just
Across the panoply of professional cycling, an feels right. The business end of the race and its finale will still
unfold among the bergs and cobbles outside Oudenaarde.
undisputed high water mark for the sport and
The Ronde’s excitement was a huge boon to the storybook
its fans is De Ronde van Vlaanderen (the town of Bruges, whose sleepiness is a huge part of its
Tour of Flanders), a race founded in 1913 by charm. So moving the start of Belgium’s greatest race to
the hustle and bustle of Antwerp makes for a monumental
SportWereld newspaper and developed by one occasion. In Antwerp, the race’s hustle and bustle will
be integrated into a vibrant metropolis that has become
its writers, Karel Steyaert (who wrote under accustomed to commotion. A few steps beyond the
cathedral-like rail station of Antwerpen-Centraal, the
the name Karel Van Wijnendaele). Belgium’s city’s din is undeniable, a vibrant mixture of ethnicities,
language and culture. Antwerp is a confident metropolis,
major spring classic is steeped in tradition, one of Europe’s most important cities with its port traffic,
famous Diamond district and rich history, which along
but 2017 will mark a new beginning for De with its cycling pedigree make it a Belgian must-see.
Ronde in the most literal sense, because the Antwerp’s old town radiates a charm and history that any
visitor to old-world Europe yearns for. Cafés spill out onto
start line is being moved from the western the Grote Markt, from where the peloton in De Ronde will
to the eastern side of Flanders. After 19 roll out. Here, the city’s stately guild houses are dwarfed by
the distinguished city hall and the soaring lone spire of the
STATE OF THE UNION | DEC. 2016 years of starting in the picturesque, medieval never-quite-finished Cathedral of Our Lady. The massive
cathedral got underway in 1321 and though the original
town of Bruges the race will set off from the vision never came to fruition, it is an awe-inspiring thing of
architectural beauty and home to a half-dozen major works
bustling, cosmopolitan city of Antwerp. of Flemish Baroque painter Peter Paul Rubens. Winding
20 peloton magazine
City of AntwerpVR MOVIE ABOUT CYCLING IN ANTWERP City of Antwerp
OTHER 1. CYCLING TOUR WITH BLOGGERS 2. NEW CONTENT FORMATS ON SOCIAL MEDIA (CANVAS ADS ON FACEBOOK) 3. COVERAGE IN LOCAL NEWSPAPERS, MAGAZINES AND TELEVISION & PERS 4. ABOVE THE LINE CAMPAIGN IN ANTWERP AND AROUND FLANDERS, HOLLAND, UK AND FRANCE City of Antwerp
TAK!
More info about us check
Monocle, The Cyclist, The NY Post,
The Word Magazine, Spotted
by Locals, Lebak Photography,
Antwerp 2000, Antwerp Today,
City of Antwerp DenAntwerpenaar, Lonnies Planet,…You can also read
