The client’s communication objectives

Communicate the values, diversity, and commitment to social, cultural and environmental sustainability of the 20 European tourist destinations entered in the annual EDEN competition. Explain the bond that unites the population of a region and why the destination was chosen as part of EDEN.

The main challenges

Five directors were used, so ESN needed to create a sense of continuity among the videos of the 20 destinations using the theme of the 2008 awards.

ESN’s proposed solution

• Created a pilot video approved by the client. The style of the pilot video helped determine a common style for the package.
• Each video opens with a common dynamic sequence lasting 15 seconds.
• The videos serve as tourism advertising for the location.

The process

• ESN submitted a pilot film of one of the destinations for client approval before proceeding with the filming for the other 19 regions.
• Five directors had to be managed when shooting the destination to ensure the style of the package was consistent.

Technical aspects

Used 2D animation, voice over and original music. Video was shot at each destination and at the awards ceremony.

Key features of deliverables

ESN created video clips that can be used for viral marketing campaigns on the web. For such purposes the product must be short, punchy, and able to generate ‘buzz’.

Client/audience satisfaction indicators

Videos were shown on the presentation screen at the EDEN awards ceremony in Bordeaux 18-19 September 2008, and posted on EUTube, the websites of each region, the EDEN website, and DG Enterprise and Industry’s website.

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