Flanders becomes THEPLACETO.be
Tourisme Belgique Flandre et Bruxelles unveils its new communication campaign, THEPLACETO.be
A web-centric and ultra affinity-based strategy to project the web user at the heart of the “Flanders” experience
An ambition: to become one of France’s favorite short-stay destinations
Tourisme Belgique Flandre et Bruxelles (TBFB) unveils its new communication campaign. Called THEPLACETO.be, it offers a new face to Flanders, that of a contemporary brand, a citytrip destination to be discovered as a matter of urgency.
To support its strategic repositioning, TBFB chose megalo&company following a competition that pitted it against DDB Paris and JWT. To carry out this 4-year mission, megalo&company designed a global campaign to bring the Flanders experience to life and showcase all its diversity. At the heart of the campaign is an immersive website that will “trigger” people to travel to Flanders: www.theplaceto.be
A personal, aspirational and highly affinity-based experience.
More than an immersive site, theplaceto.be is designed as an inspiration engine. Visitors can browse the site according to different insights (arty, fashion, clubber, authentic, gourmet, outdoors) and follow their desires. They can also choose to enter by location or keyword. This navigation allows for a unique and personal experience. With access to other travelers’ travel diaries and “Places to be”, web users can create a travel diary in harmony with their current affinities and desires.
The true face of Flanders, the SNAP SHOT
The visual expression chosen is that of authenticity, with images that convey emotions that viewers/internet users can project themselves into. The photos depict scenes from Flanders’ high points, stolen moments – instead of posed portraits. To illustrate this campaign, TBFB chose photographer Valerie Phillips. A New York-based artist, Valerie has made a name for herself through her work with musicians such as PJ Harvey, Amy Winehouse and the Manic Street Preachers, and international brands such as Nike Inc, Doc Martens, Billabong, Puma, Reebok and Paul Smith.
Interactive travel diaries
The site generates interactive travel diaries on the fly, by inviting visitors to discover the various Places to Be in the community, along with their comments. Travel offers linked to the desired emotion are automatically proposed
A virtuous ecosystem
To engage influencers and turn them into ambassadors, TBFB is rolling out a social networking campaign. A Facebook page, dedicated to Flanders, will relay news about Theplaceto.be and organize regular highlights for the community (including contests).The campaign’s visibility is also supported by a media and public relations plan, all linked to the various insights and aimed at specialized journalists and bloggers. They will be regularly updated with news and invited to live and share the Flanders experience.
A launch not to be missed
To ensure high visibility for the launch of Theplaceto.be, TBFB called on the Be Lemon agency. The agency came up with a street marketing and billboard campaign. Around a hundred Parisian locations were branded with “Theplaceto.be” markings, and posters were put up in five districts of Paris (in the 9th, 18th and 20th arrondissements). The posters also feature a competition involving the partner locations defined as “Places to be” in Paris, with the chance to win a number of trips to Flanders.
All this helps to shed light on a country and a region that deserves to be better known, and which we strongly encourage you to visit.
Cette publication est également disponible en : Français (French)
