A strategy project with content creation and campaign to put Flemish nature on the international map
More and more people are opting for authentic experiences instead of traditional holiday resorts. They long for connection with nature and the unknown, without having to travel far. Flanders offers just that: a destination where micro-adventure is at your fingertips. Starting in 2022, we collaborated with Tourism Flanders on the theme of nature to make Flanders flourish as a destination for micro-adventurers. We started by rolling out a new strategy, including a creative communication concept. We then launched an online brand campaign starring Hoge Kempen National Park. In cooperation with professional content creators, we also developed a rich content set with inspiring (campaign) images and short videos. The multi-year campaign achieved its goal: Flanders was successfully positioned internationally as the destination for micro-adventurers.
Campaign highlights - Facts and figures
12.9 million
impressions
- of ads with static and moving images
- deployed on Instagram and Facebook
4.506
new followers
achieved during the campaign period as a result of special follow ads on Instagram and Facebook
80.788
accounts reached
thanks to Instameets and posts on the own channels of 7 participating influencers
380
beautiful photos
added to the image bank as a result of the Instameet
The challenge and the why: 9 nature reserves get special status
was a new theme for Tourism Flanders in 2022. Unknown is unloved, but that is a missed opportunity in the case of Flemish nature. After all, there is so much to discover and experience - from stunning vistas to impressive historical hidden gems. So a goal emerged: to put the Flemish landscape on the international map. When the Flemish government then recognised four national parks and five landscape parks, the ambitious tone was set. We provided content for the launch and then set to work on a unique communication concept. Of course with the nature reserves as the stars of the show.
What we have realised
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Development of a strong communication concept
Flanders needed a unique communication concept for the theme of nature. After all, what is actually distinctive about the Flemish landscape? In a series of strategic working sessions, we built together on core values, target groups and a brand manifesto. The outcome: Flanders is the nature destination for micro-adventurers.
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Photography and video production
View inspiring photos in the Meuse Valleycontent breathes micro-adventure? We put together a content plan with distinctive formats. The protagonists: the nine Flemish parks. The Insiders and our creators, including Bjorn Snelders and Harm van Vucht, captured experiences in Flemish nature in inspiring photos, reels and campaign videos.
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Campaign full of micro-adventures
View the DIA nominationsto reach the international visitor! In 2023-2024, we rolled out a brand campaign on Instagram, Facebook and Google ads. National Park de Hoge Kempen was at the centre of all the expressions as an attractive nature highlight. The campaign was successful and even earned a DIA nomination!
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On an adventure with content creators
you join us on a trip to Hoge Kempen National Park? Seven content creators with a passion for nature received this invitation. They followed an adventurous programme: from a sled dog ride to cabin accommodation. Posts from the participants generated responses such as 'Wonderful! Looks like Switzerland!'
Campaign highlights - Facts and figures
12.9 million
impressions
- of ads with static and moving images
- deployed on Instagram and Facebook
4.506
new followers
achieved during the campaign period as a result of special follow ads on Instagram and Facebook
80.788
accounts reached
thanks to Instameets and posts on the own channels of 7 participating influencers
380
beautiful photos
added to the image bank as a result of the Instameet
The micro-adventures campaign was the ideal starting point for shaping the promotion of nature experiences in Flanders.
Wouter de Mets | Marketing manager Tourism Flanders
Behind the scenes video shoots in Flanders
The story behind micro-adventures
Flanders may not be an Alpine country, but it has a multifaceted landscape that invites to be discovered. The diversity of natural areas, from vast forests to picturesque moors, is full of magical details - perfect for those willing to slow down and experience the surroundings with attention.
The mindset of a micro-adventurer - a term introduced by ambassadors such as Alistair Humphreys - revolves around experiencing short, intense nature experiences found closer to home. We made this concept our own for Flanders. Here, you literally step from one adventure into another.
Meet the creators who made this Flemish micro-adventure a success
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Amanda de Nijs
Content strategist
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Anne-Floor van Nunen
Content creator
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Brigitte de Groot
Channel Manager
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Jeske van Steen
Copywriter
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Simone Maas
Creative Strategist
Want to put your destination on the international map?
Good ideas? Special initiatives? Unique challenges? Whatever your question, we will be happy to discuss it with you. Schedule a no-obligation consultation with us. You can do so online, at our office in 's-Hertogenbosch or at a special location near you. We look forward to meeting you!
Schedule a meeting with Britt
Gallery - Flemish nature in pictures
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Gallery
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