The aim of the project is to provide information to the general public on the benefits of projects implemented under OPII by broadcasting spots on the use of European funds under the Operational Programme Integrated Infrastructure (hereinafter referred to as OPII) through specialised televisions and radios with national reach. The widespread media campaign follows seamlessly on the ongoing campaign targeting digital broadcasters in the online environment as well as the promotion of OPII See&Go in public passenger transport. After the premiere deployment of video banners on the portals of digital broadcasters, on the basis of which the beneficiary is able to obtain more comprehensive information about projects from the OPII programme (click on the website opii.gov.sk) during working hours and during leisure online activities, it is necessary to pay attention again to the high level of intervention. With the publicity published on specialised televisions, we can ensure that the campaign message is repeated, but at the same time we are becoming aware of new audiences that we have not intervened in commercial and wide-ranging broadcasts. With media deployment on these televisions, we are looking for new audiences for specific groups. The advantages of television advertising are the action on multiple senses and the fast acceptability of the broadcast message. An additional medium in this case is a radio, which ensures a recapture of the message with a massive action. The radio campaign has the opportunity to reach out to the respondent during working hours, i.e. at the same time as television advertising, or as ancillary information in shifts during the day, thus ensuring a constant increase in the frequency of deployment and directly supporting digital and television broadcasting. The implementation of the project will ensure that the general public is informed of the benefits of projects carried out under OPII. The purpose of the communication concept is to present several modes of transport, namely rail, tramway, trolleybus and road, with an emphasis on its usefulness and the ecological importance of joint travel and the use of public transport. It is not the task of the concept to monitor what has been built in recent years thanks to EU funds, but on the contrary, to present a vision of how compact public transport could look in the future thanks to planned EU funds projects that build on already existing projects. The project will be implemented through two main activities. The aim of the main activities is to ensure the broadcasting of spots by means of individual communication tools (specialised TV with national reach and radios). Measurable indicators are the number of media outputs, which we understand the number of spots broadcast and displayed in an activity. The value of this measurable indicator for all main activities is set to level 3,239.At the same time, the number of information activities carried out is determined as a measurable indicator, while the information activity carried out means the broadcasting of spots and broadcasts using one of the communication tools for the whole period (specialised TV and radios) and we set the number to level 2.
