Flanders Fields 14-18: The Mud Soldier

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Campaign details

Brand: Flanders Fields 14-18Brand owner: Visit FlandersLead agency: Ogilvy SocialLabCountry: Europe, North America, AustraliaIndustries: Destinations and locationsMedia channels: Events & experiential, Livestreaming, Online video, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

This paper shows how a simple insight led to a breakthrough social-by-design idea, which was then amplified through effective paid social tactics. By forging an emotional connection between the tragic anniversary of the First World War battle of Passchendaele and potential visitors, it not only reversed historic visitor...

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