Visit Flanders: Mud soldier

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia.

Campaign details

Title: VISIT FLANDERS - MUD SOLDIERBrand: VISIT FLANDERSProduct: FLANDERS FIELDS 14-18Idea: OGILVYCountry: BELGIUM

Objectives

In 2016 the Belgian tourism destination of Flanders Fields experienced a sharp downward trend in visitors and revenue. This campaign was designed to stop this decline in 2017 and reverse it if possible. It had ambitious objectives:

  1. Awareness: reach 7.8M people, collect 1M video views, 15.000 link clicks.
  2. Unique Visitors: Stabilise visitors to sites at the 2016 mark of 447.600 with a stretch growth goal of 475.000 (+6%) unique visitors.
  3. Revenue: Stabilise ticket sales for...

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