Visit Flanders: The 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 to reverse visitor declines to Flanders Fields' WWI battlefields.

Challenge, context & objectives

A SHARP DOWNWARD TREND IN VISITORS & A PROJECTED REVENUE DROP OF NEARLY €1M

'Flanders Fields 14-18' is a destination program established by the Flemish tourism authority Visit Flanders. Commemorating the First World War, it was designed to attract visitors from European and selected overseas markets to WWI battlefields, cemeteries, memorials and museums in the Belgian region of West Flanders.

In 2014, the centenary of the outbreak of the war, 'Flanders Fields 14-18' helped to drive a record-high number of unique visitors to the area, 789,500. This was an increase of more than 90% versus 2013....

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