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Development of a shared neighbourhood brand

Pledges

Development of a shared neighbourhood brand

Publishing organisations:

Visit Brussels

Relevant countries:

Belgium

Organisation types:

Destination Management & Marketing Organisations

Next progression check date:

This project stands out through its innovative use of territorial marketing as a catalyst for urban transformation focusing on one single key quarter in the city. By co-creating a new brand identity with local stakeholders, it redefines the narrative of Brussels' European Quarter, enhancing both its image and long-term appeal and therefore that of the whole Region and city.

Content source
Website
Publishing org

Visit Brussels

Topics
Geographical descriptors

Belgium

Organisation Type

Destination Management & Marketing Organisations

  • Specific types of tourism

    • Cultural tourism

    • Urban/city tourism

  • Transition Pathway Strategic Areas

    • Best practices, peer learning and networking

    • Governance of tourism destinations

    • Online visibility of tourism offer

    • Tourism strategies

  • Business activities

    • Festivals, cultural and entertainment activities

    • Hotel and similar accommodation

    • Museums

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Vision

Territorial marketing can be a powerful tool to change and/or reinforce the image of crucial neighborhoods that form an essential part of the DNA of a particular city or region. Investing in such a communication will therefore strengthen communication and the attractiveness of the city as a whole and ensure the visitors flux or reinforce is.

Objectives

  • Changing the negative image of the European neighborhood in Brussels, i.e. being too institutional and monofunctional
  • Creating a new story
  • Accompanying the urbanistic transformation of the quarter in terms of communicationtelling for the European neighborhood in Brussels
  •  

Deliverables

  • A co-creating process of a new brand involving all stakeholders
  • Creation of a completely new brand with a graphical universe on one hand and a full, new storytelling on the other hand: www.euqbbrand.brussels
  • Creation of a new b-t-c- website www.europeanquarter.brussels
  • Launching of several campaigns to create awareness around the new brand
  • Organizing stakeholders' management to support and manage the brand
  • Creating of merchandising for partners to distribute

Timeframe

  • 2020: Validation of a strategic vision note with diagnostics and recommendations for the image of the European Quarter
  • 2022: Update of the vision following changes in the urban landscape due to COVID
  • 2023:

  • Creation of a visual universe and brand book

  • Official validation of the brand

  • Launch of the brand

  • 2024: Development of the brand in the public space

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See also

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Agenda by visit.brussels

Publishing organisations: Visit Brussels

Relevant countries: Belgium

Organisation types: Destination Management & Marketing Organisations

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2020 - Country Reports

What can I find here? The folders contain country reports from: Austria Croatia Czechia Finland Germany Greece Hungary Lithuania Netherlands Poland Slovakia Slovenia Spain Sweden
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Coastal, maritime and inland water tourism Cultural tourism Ecotourism +64 more
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