Visit Flanders: Mud soldier

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia.

Campaign details

Title: VISIT FLANDERS - MUD SOLDIER Brand: VISIT FLANDERS Product: FLANDERS FIELDS 14-18 Idea: OGILVY Country: BELGIUM

Objectives

In 2016 the Belgian tourism destination of Flanders Fields experienced a sharp downward trend in visitors and revenue. This campaign was designed to stop this decline in 2017 and reverse it if possible. It had ambitious objectives: