Belgium (The Country) Rebrand

After Belgium was hit by terrorist attacks in early 2016, the country experienced a ripple effect of other hits - to its morale, to its image, and most importantly, to its economy. This prompted the Belgian government to take positive action in the form of a communications campaign designed to develop and revitalize the market with a social -at-heart approach.

Playing off Belgians’ uniquely quirky and self-deprecating attitude known as Belgitude, the multi-channel campaign included social videos and display at its core, with OOH spectaculars, print, Twitter activity, PR, events, and celebrity involvement rounding out the efforts. The work ran in Belgium, France, Germany, Italy, Luxembourg, the Netherlands, Spain, and the UK and was awarded an Effie for playing a highly effective role in growing visits to Belgium by 8% in 2017 after a disastrous decline after the bombings.