Place Branding - Southern Belgium B2B Campaign

Description

The United Kingdom leaving the European Union has caused major trade disruption between both the UK and EU member states. The Wallonia Export & Investment Agency (part of the Belgian Embassy) spotted this as an opportunity to promote the competitive advantages of the Wallonia region to British companies and attract them to set up a subsidiary or relocate their businesses entirely.

SWC were briefed to develop a creatively aggressive campaign targeting company directors and key decision makers, telling them the benefits of the Wallonia region, and encouraging them to enquire to find out more.

SWC were appointed to deliver an end-to-end solution, including media planning and buying, creative concepts, asset production and campaign reporting.

Challenge

Cut through the sea of ‘sameness’ often associated with uncreative government campaigns, so that Wallonia-Belgium stands out above the noise. Highlight the current challenges of the intended audience, demonstrate why the Wallonia region is the solution and ultimately promote it as the perfect environment for UK businesses to thrive post Brexit.

Solution

• Art direction, copywriting, design, motion graphics, media planning/buying, digital marketing and campaign reporting

Impact

• 1000+ companies registered interest

• Several thousand new jobs created

• 6 group visits to the region

• Free PR generated around Eurostar

• Royalty commented on the campaign

• One ad creative was banned and caused priceless PR!

• A very happy client…

Client Testimonial

Foreign Investment Deputy – “I would highly recommend working with the SWC Partnership team for your international and national marketing/advertising campaigns. They provide excellent service and are always very clear in their communications. It is very rare to find a good agency that can offer end to end management for creative development and media planning, but SWC certainly overdeliver and we are very proud of the work we produce together!”

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