In November 2016 CJP selected Novel for a new national campaign targeting new members. The campaign started in February 2017 aiming to recruit new members, focussing on students and young professionals. Furthermore, CJP wanted to link cultural engagement to political awareness to strenghten its position as a representative of the cultural sector. Novel developed an PR-campaign concept, the campaign strategy and supported CJP with art-direction.
Novel developed the concept of 'cultural prime-minister'. The ambassadors of CJP elected renowned rapper Typhoon, news of which quickly made national headlines and talkshows. In the wake of this media attention we ran the online sales campaign resulting in 1.500 new members for CJP.
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