Stephen Hodes and Johan Idema
What would give a new event like the International Triennial Apeldoorn devoted to landscape architecture a successful and exciting launch?
The municipality of Apeldoorn was planning to organise this event to showcase gardening and landscape architecture. The structure and the programme were original and daring. For the bid book for the Triennial, LAgroup wrote a marketing plan for the event. The marketing of the Triennial had to meet two main objectives. First it had to create an image for the event (publicising and positioning the Triennial as a public event), and second it had to attract visitors. In our vision we identified and made the most important marketing choices regarding the programme, target groups, marketing instruments and media. Consequently, we were able to give an early indication of how the Triennial could be publicised and – consequently – of how many visitors could be expected and the budget that would be required.