For the Flemish Ardennes, we developed a sustainable content strategy that showcases the region’s unique character and stories. The result is a clear and future-proof approach to content that inspires visitors and strengthens the destination’s positioning.
‘Flanders’ finest’ – that’s the affectionate nickname given to the Flemish Ardennes. And beloved? This natural region certainly is. The undulating landscape invites endless walks, whilst historic towns along the way tell stories from centuries past. Cycling enthusiasts feel the adrenaline rush of the cobbled sections here: challenging, yet appealing. But popularity also brings its own challenges. The natural environment and villages cannot sustain mass tourism all year round. Not more visitors, but attracting the right target groups: that became the starting point for a new, sustainable content strategy.
The start of the new direction: the brand compass
This new direction began with a first step: a new brand compass. This translated the DNA of the Flemish Ardennes into clear core values and guidelines for recognisable, on-brand content. Four characteristics of the region formed the guiding principles of the new direction: a lovely, rolling landscape; physical challenge; peace and reflection; and a strong sense of tradition and heritage. Based on this, four storylines were developed that bring the region to life: Surprising Walks, Challenging Rides, Slow Down and Authentic Enjoyment. Appropriate lifestyles were also selected to accompany these. The Insight Seeker, who finds peace and reflection in the region, and the Harmony Seeker, who enjoys creating new memories with their family. By choosing these lifestyles and unique storylines, the first serious steps were taken towards a strategy that focuses not on quantity, but on quality: visitors who truly feel at home in this special corner of Flanders.
Welcome to ‘In the Flemish Ardennes’
With creative director Yuri van Poppel at the helm, the Flemish Ardennes were given a face: a recognisable visual identity. The chosen colours are reflected in the rich landscape of the Flemish Ardennes. Green and blue, but also red, were added to the colour palette: a nod to the region’s famous cobbled stretches. A new brand name was also needed to reflect this new direction. The choice fell on ‘In the Flemish Ardennes’. This immediately makes it clear that you are in the Flemish Ardennes region (and not in the Ardennes in Wallonia), and it is easy for businesses and local authorities to adopt it (for example, ‘Geraardsberge in the Flemish Ardennes’). New fonts made the new brand even more recognisable. All these choices were set out in a practical brand book. Together with the brand compass, the Flemish Ardennes’ marketing team was able to get straight to work translating these elements into inspiring content.
A showcase for Flanders’ finest
The ‘In de Vlaamse Ardennen’ brand and its new storylines were showcased in various creative social media campaigns. Advertisements appeared on Facebook and Instagram that tied in seamlessly with specific seasons and occasions. Was a holiday just around the corner in the Netherlands? Then the campaign appeared in the feed at exactly the right moment: a welcome tip for Dutch holidaymakers. The campaigns were greatly enhanced by inspiring copy and captivating imagery. Fortunately, it was easy to select stunning images. The Flemish landscape is magnificent: a unique backdrop that was truly showcased in the campaigns.
A future-proof approach
The brand strategy was implemented across the board. The brand was consistently applied in newsletter templates, seasonal blogs and Z-cards. Brand monitoring was a natural part of the process. Where necessary, adjustments were made and support provided. An Instagram takeover helped the content team get off to a flying start in the first few months. This joint effort paid off: the number of new Instagram followers grew significantly. The same was true for Facebook, where the number of followers rose by no less than 66% in two years. The number of magazine subscriptions also received a substantial boost. ‘Vlaanderens mooiste’ was truly put on the map – but amongst the right target audiences. A new course was set: a future-proof path that does not necessarily make the region grow, but does allow it to flourish.
The number of interactions on Instagram, such as clicks, likes, shares and comments, has increased significantly.
We reached almost 2.5 times as many unique followers with the new content strategy on Instagram.
Thanks to the new content strategy, the Flemish Ardennes’ Instagram channel gained a host of new followers.
Over 5,000 posts have been shared using hashtags related to the Flemish Ardennes: a clear sign of strong community growth.
During the campaign period in 2020 and 2021, we gained no fewer than 18,000 new followers on Facebook. The method? Targeted adverts that stimulated engagement.
Reels, slideshows, Stories, statistical ads and Facebook lead ads led to a significant increase in the number of orders for the magazine.
Also want to put your destination on the map interactively?
Are you also looking to build a sustainable content strategy that not only generates reach but also resonates with the right target audience? Get in touch with us. We’d be happy to work with you to develop an approach that makes your brand visible, recognisable and future-proof.
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