2 The indulging and important history of the area together with the fame of the city’s known festivals Like GLOW and DDW set of a massively increasing brand awareness. 3 Set up a underlying message to the Netherlands that the cutting on funding the arts is not bringing Strijp-S down but rather make it the safe haven of acceptance, innovation and culture. The proof: the support of the people who reach self-actualization in a place where there is no dividing of media but a fusion of transmedia. There is nor a real world nor there is a fantasy world, there is only the world that YOU know.
5.2 goals
Within five months’ time the transmedia experience need to reach 5,000 persons in a range of 75 km around the city of Eindhoven and of that group of 5,000 persons a number of 300 persons will interact and use the media channels. This in order to stimulate brand awareness for the Strijp-S district in a half year time to raise the number of visitors to the district. With the rise of visitors business and/or collaboration in Strijp-S needs to grow with 25% in a year time.
The underlying message to the target group is that the cutting on arts funding by the Dutch government is not bringing the city of Eindhoven down but is instead increasing the number of business relating to subjects like arts, design, technology etc. in the area of Strijp-S. Amongst other channels there will be guerilla actions during GLOW Festival and the Dutch Design Week and the focus on getting the target group attention is to focus on the historical importance of the area of Strijp-S. (Not very SMART, but actually smart) The persons will reach self-actualization according to the top of the Maslow pyramid.