“Attracting wealthy families to Brussels” A strategic vision by Berten, Klaas & Rob
City marketing Brussels - HYPE 2011
Sep 01, 2014
Challenge: "How to attract wealthy families to Brussels".
A presentation for the Holistic Young Planners Education (HYPE).
A presentation for the Holistic Young Planners Education (HYPE).
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“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
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