The last decades Liège, the capital of the epynomous Belgian province, has developed itself into a worthy metropolis in Wallonia. The assignment for CommuniGate was to transform the city’s industrial image among the media into ‘Hip&Happening’. The citytrip destination for design, modern architecture, fashionable shops and trendy restaurants.
Liège: the land of cockaigne
Fédération du Tourisme de
la Province de Liège
Working on a new image
To stop the current trend of declining Dutch people visiting Liège and turn the city into a appealing citytrip destination nearby, the Fédération du Tourisme de la Province de Liège asked CommuniGate to develop and implement a PR-plan to profile this ‘must-visit’ region’s character in a broad way. With the concept ‘it’s time to (re)discover Liège’ new themes arised and different target groups were reached. The new concept focuses on:
- Sport: diversity and hiking and biking routes (RAVel, naturepark Hoge Venen and Ardennen) and sport events like Formule 1-circuit Spa-Francorchamps and the classical cycling race Liège-Bastogne-Liège.
- Lifestyle: architecture, culture, shopping, gastronomy, wellness and events
Warming up media
- Publications in Dutch print-titles like e.g. Telegraaf, Libelle, Fiets magazine, Reisgids, Consumentenbond, Plus Magazine, Feeling, MountainbikePlus en Moto73. Combined ciruculation of 7,9 million.
- Publicity in online media en on blogs like Stedentripper, Telegraaf and Reishonger.