Nestled between the Flemish giants of Antwerp, Brussels and Ghent lies Waasland. A region with an ideal location, close to the Dutch border and surrounded by unique natural and riverine landscapes. Yet for a long time, Waasland remained unknown and unloved. Its green character was overshadowed by the grey, industrial view of the Port of Antwerp. Moreover, there was no robust marketing strategy to really put Waasland on the map. This presented opportunities for a new narrative: a fresh direction that highlights Waasland’s raw, creative and adventurous character, for residents and visitors alike.
Raw beauty beneath a grey surface
And what did we find? Waasland is full of surprises. Once we’d scraped away the drab surface, magnificent treasures emerged. Hidden gems, untold stories and unique contrasts were just waiting to be discovered. Abandoned forts, deserted border posts and artists’ colonies turned out to be raw beauties: every photographer’s dream. The pride of the locals was evident in local traditions, award-winning breweries and restored heritage sites. Mysterious marshes and unspoilt riverbanks stood in stark contrast to industrial backdrops. It was crystal clear: this destination is extraordinary.
Waasland in four stories
An extraordinary destination deserves an extraordinary content strategy. Together with Toerisme Waasland, we developed a brand compass setting out objectives, target audiences and core values: the cornerstone of the strategy. From this, four unique storylines emerged, forming the framework for content, campaigns and the visitor experience. Storylines that truly tell the region’s stories: Hidden treasures, Creative minds, Beyond borders and Go with the flow.
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Waasland is rich in hidden treasures. From the desolate village of Doel to ancient forts, and from Art Deco façades to local gems nestled in the heart of the countryside. These are places that you might otherwise miss if you’re not familiar with them, but which make a visit to Waasland truly unique.
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Creative types are in their element in Waasland, where the creative spots are too numerous to count on one hand. Historic heritage sites now serving as galleries, colourful graffiti in a lock: there is plenty of art to discover in public spaces.
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An invitation to explore boundaries and push them further. Climb tall towers, make your way through the flooded land or follow in the footsteps of the Smugglers’ Route. But the boundaries of Waasland also lie in all manner of interesting contrasts, such as tranquil nature set against vibrant industry.
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In Waasland, water flows through the landscape as a source of energy. This narrative challenges you to go with the flow. From meandering creeks to the blue artery that is the Scheldt. There is plenty to experience on, by and in the waters of Waasland.
Award-winning branding
Using the branding concept as a brief, Studio Daad – a talented graphic design agency based in Den Bosch – created a completely new brand guide and a visual identity for Waasland. This perfectly highlighted the region’s contrasts. The logo consists of bold, austere graphic forms, whilst the typography was given an organic feel. Waasland’s new brand guide and visual identity received national and international acclaim. The design even won a Gold Award in the ‘Magazine and Newspaper Design Category’ at the Indigo Awards.
Placemaking in the Waasland landscape
The new Waasland brand was also given a literal place in the landscape. In collaboration with the architects at De Plekkenmakers, a placemaking concept was created that embodies Waasland’s new brand story. Not just a standard picnic bench, but a resting spot in the ‘W’ of Waasland. An unexpected, playful feature in the public space and a direct translation of the brand into an experience. Moreover, the design tied in perfectly with the ‘Beyond Borders’ narrative: the choice of steel as the material creates an exciting contrast between industrial forms and the natural surroundings.
Proud of Waasland
From unknown and unloved to the place you simply must see. No longer an ‘ugly duckling’ amongst the major cities of Antwerp, Ghent and Brussels, but a unique bucket-list destination for adventure seekers. Thanks to successful multi-year campaigns on Facebook, Instagram and Google, Waasland increasingly came into the spotlight among the right target audiences. The fact that the village of Doel was temporarily ‘locked down’ because so many visitors were flocking there is just one of the results that demonstrates the success of this collaboration. Waasland is finally proud to be Waasland.
Also a new brand strategy for your destination?
Want to transform even an unknown destination into a compelling story that people will choose? Get in touch with us. We’d be happy to help you with a content strategy that highlights what makes your region unique.
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