Many people know West Flanders mainly for the world-famous city of Bruges. The challenge posed by the Province was to position West Flanders as a region that has so much more to offer and which invites visitors to ‘come and enjoy West Flanders’ in terms of recreation, tourism, culture and sport. So the story had to be told of why ‘Enjoying West Flanders’ was so much fun, while at the same time highlighting the individuality and must-visit locations in the province’s four sub-regions.
Our aim was to tell a story via an engaging, inviting and human campaign. The poetic copy and dreamlike images were designed to whet people’s appetite and create a good feeling, while at the same time including an element of surprise. Using the same ‘look and feel’, we created four TV commercials geared to each of the four sub-regions in terms of pictures and text. The campaign not only ran on all the national TV stations, but was also transposed into a range of print applications.
The emotion-laden TV commercials very much charmed the press and the domestic market and were very well received by the Province, as well as by the various regions and television viewers across Flanders. The TVCs put West Flanders firmly on the map as an enjoyable region and definitely had the hoped-for effect of boosting short-stay holiday bookings in West Flanders…
Agency: Focus – Belgium, Flanders