A campaign by Visit Flanders, the Belgian region’s tourist organisation, and agencies Ogilvy and Social Lab Belgium, which created an emotional connection between the experience of World War I and potential visitors from across the world, has won the Grand Prix at the 2018 EACA Euro Effies.

The context for the brand was complicated. Not only were visitor numbers declining, but the organisation was working in an atmosphere of fear; following the lockdown of Brussels in 2015 and the co-ordinated attacks that took place in 2016, travellers were switching their plans to elsewhere.

Using the symbol of a Mud Soldier, an ephemeral statue of an allied soldier, made of the mud from the Passchendaele battlefield, the organisation was able to gain massive exposure on earned channels – especially among its target baby boomer audience – supplemented with paid media.

The results were impressive. The campaign grew unique visitors by 15%, drove nearly €1.5 million in incremental ticket revenue and generated €6.95 for every €1 spent.

In addition to the Grand Prix, the jury awarded three gold awards, two silvers, and five bronzes. A list of the winners is available on WARC where subscribers can also read the awarded papers in full.

Sourced from EACA; additional content by WARC staff