After years of Belgium bashing and the terrorist attacks of 2016, it was time for the Belgian government to find the right words and turn things around. It was time for some optimism. For the Belgians, to reinforce their sense of pride. And for the tourists, to inspire them to discover the country.
How?
By showing everything that is phenomenal about Belgium. But without bragging. Because it is really not in our nature to boast. So we did it in our typical Belgian way: with surrealism, self-mockery and modesty. In a tone of voice that reminds everyone that we are phenomenal, yes, but in our very unique way.
Uniquely Phenomenal Belgium.
This multi-channel campaign gave tourists in eight targeted European markets strong reasons to visit the country in an engaging way.
It was served outdoors, in social media, at special events, and on a dedicated website with 99 reasons to discover Belgium. Because 100 would have been slightly exaggerated…
We also designed 50 Belgian emojis so that everyone can communicate in a uniquely phenomenal way. And this kept journalists, influencers and ambassadors phenomenally busy all year long.
The campaign reached 171m potential visitors online, in social media, through PR and OOH and delivered an ROMI of €23,84 for every €1 spent.
It played a highly effective role in growing visits from 8 target markets to Belgium by 8% in 2017 after a disastrous 9.2% decline in 2016.
Role
Creative Director
Concept Provider
Copywriter
Awards
Euro Effies:
Gold- Leisure and Entertainment
Bronze - Government, Institutional, Recruitment
WARC 100 Awards:
Silver - Content
Belgian Effies:
Bronze
