Flanders

Visit Flanders asked us to undertake ‘Research into the Flemish Renaissance’ as a potential cultural tourism proposition.

Research and consultation demonstrated real passion and enthusiasm from the majority of partners, and a concept model was welcomed that aligned with existing brands and campaigns. We were able to work with partners to develop a Renaissance in Flanders visitor experience plan — a powerful expression of shared brand values through a core proposition.

The stories are rich and compelling, but not universally well-known or understood. And ‘Renaissance’ brings to mind other European cultural destinations. So we recommended moving forward with an underpinning framework, rather than a standalone theme. Why? Because the experiences and storylines could then be delivered across a number of tourism offers — running through them like a golden thread, cross-pollinating and making connections, and adding value to existing investments as a result.