City marketing Brussels - HYPE 2011

“Attracting wealthy families to Brussels”

A strategic vision by Berten, Klaas & Rob

messy

unsafe

crowded expensive

The grass seems to be greener ...

... but is it ?

Affordable real estate

Child friendly

Perceptions can change overnight, shaping an image takes years ...

discovering

loving

marrying Brussels

Strategy Convincing young potentials

to settle, by bringing out

the village in Brussels

OK, but how ?

influencing

the

MEDIA

The mass media as a prominent

input of perception

THE POWER OF PEERS

PEERS as media

Brussels is not family-friendly

Leaving Brussels

Brussels is family-friendly

Settling in Brussels

Negative stories

Positive stories

Converting non-users

Touchpoint marketing

Initiatives do exist

Barriers awareness

accessibility

content

Building a platform

Connecting people and services

> Brusselstoday <> public Ambassadors

& Partners

> Brusselstoday <> public Ambassadors

& Partners

city counsil

public transport

universities

child care

sports facilities musea

...

> Brusselstoday <> public Ambassadors

& Partners

advertising & content

content

> Brusselstoday <> public Ambassadors

& Partners

advertising & content

content

status

incentives

Building a platform

Discovering Brussels

Discovering Brussels

Discovering Brussels (multi-platform)

online > offline

Passionate people sharing experiences

Speed dating

Engaging institutional partners

brusselstoday Bringing out the village in Brussels