Challenge
NATO aimed to promote the Transatlantic Alliance through the implementation of a targeted, efficient and cost-effective brand-building and advertising campaign. The campaign had to leverage the key opportunity of the next Alliance Summit in early 2009.
The aim of this mission was to provide an offer supporting the elaboration of the concept phase of such an event. The concept phase of the campaign covered the research, analysis and concept development, including the definition of terms of reference for the actual implementation phase.
The overall communication objectives of NATO’s mission are to:
- Create awareness and raise the profile of NATO amongst a broader audience;
- Position NATO as an organisation ‘fit for the future’, i.e. capable of meeting new challenges – also based on a successful track record of 60 years of experience and ‘life long learning’;
- Position NATO as an engaged and dynamic organisation that bases its legitimacy on its relevance for people by providing peace and security to the individual;
- Strengthen public support for the Alliance, especially in its member countries.
Execution
In order to fulfil these objectives, Emakina has recommended the optimal process, including brand assessment, target audiences definition, market research and analysis, planning and guidelines, recommendations and reporting.
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