Belgium Trade Office: Positioning Wallonia as Europe’s Prime Business Hub 

Challenge

Following Brexit, UK businesses faced significant trade disruptions with the EU. The Belgium Trade Office, part of the Belgian Embassy, saw an opportunity to attract UK companies to relocate or expand into Wallonia—a strategically located region with strong commercial advantages. 

However, Wallonia faced several challenges: 

• Low awareness compared to competitors like Germany, France, and the Netherlands 
• Limited geographic and commercial recognition among UK business leaders 
• Need to clearly communicate key benefits, including: 
• Central European location with no trade barriers 
• World-leading logistics infrastructure 
• Attractive tax incentives and government grants 
• A hub for major global corporations like FedEx-TNT, Alibaba, and GSK 

Solution

SWC Partnership developed a bold, attention-grabbing campaign to break through the generic government messaging often seen in trade promotions. Our strategy: 

Data-driven media planning – a 3-month omnichannel campaign targeting key decision-makers through: 

• The Times newspaper & digital editions 
• Native editorial collaborations with The Times team 
• LinkedIn advertising for precise B2B audience targeting & retargeting 

Creative disruption – we ditched conventional trade ads in favour of a striking, problem-solving approach: 

• Direct, pain-point-driven messaging that resonated with business leaders 
• Belgium’s vibrant national colours to boost recall & visibility 
• A modern mix of script & bold typography for strong creative impact 

Seamless Lead Generation – ads drove traffic to a dedicated landing page for inquiries, ensuring measurable engagement & conversion tracking. 

Results

• High-impact campaign that resonated with UK business leaders 
• Effective audience targeting with precision media placement 
• Standout creative direction praised for its bold and direct approach 

Client Testimonial

“I would highly recommend SWC Partnership for international and national marketing campaigns. They provide excellent service, clear communication, and deliver outstanding results. It’s rare to find an agency that excels at both creative and media planning, but SWC truly overdelivers!” 
— Patricia Weyts, Direct Foreign Investment Deputy

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