visit.brussels / now.brussels
(2019)
Issued as a pitch in the spring of 2019, I got the honour to take the strategic lead on this project while interning at FamousGrey. Being the only strategist born and bred in Brussels, they trusted me with the strategy for this brief, meant to recruit more millennial tourists to Brussels during the Summer of 2019.
Don’t just visit the city. Experience it.
Tourists nowadays hate feeling like tourists. Instead, they want to be part of the destination.
Yet somehow, Brussels is linked to generic tourist traps where no locals are found.
Follow the Brusseleirs.
BRIEF
visit.brussels asked us to recruit millennial tourists to Brussels during Summer, all while building a more positive image of the city among our target audience.
CHALLENGE
Millennial tourists had a superficial understanding of what Brussels is all about and hardly ever discover what’s beyond the tourist hotspots, as shown on what they like to remember about the city on social media. Furthermore, Brussels did not have a positive image as a ‘Summer destination’ among our target audience, whatsoever.
Furthermore, the people of Brussels were frustrated about the fact that tourists limited Brussels’ assets to waffles, beer, Manneken Pis and Grand Place.
STRATEGY
Traditional city guides only capture a moment in time. It’s static. However, Brussels is a vibrant yet scattered city that morphs throughout the day and throughout the times of year.
If millennial tourists want to truly capture the essence of the city, we have to show them how dynamic the city really is. We did this by showing them where the other tourists are, versus where the locals are hanging out.
now.brussels is the first ever real-time city guide.