Campaign details
Brand: BelgiumBrand owner: FPS Chancellery of the Prime MinisterLead agency: Ogilvy Social.LabContributing agencies: VO Europe, WavemakerCountry: EuropeIndustries: Destinations and locationsMedia channels: Content marketing, Events & experiential, Online display, Online video, Outdoor, out-of-home, Public relations, Social media, Websites & microsites, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
Belgium was facing unprecedented challenges in 2017 following terror attacks and a tarnished country image. This paper describes a unique campaign that effectively leveraged Belgian humour to entice European visitors to visit the country again....