Liège: the land of cockaigne


Fédération du Tourisme de
la Province de Liège

Working on a new image

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.


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

Shop’In Design guide

Distribution and promotion of a Dutch pocketbook with more than 60 ‘must-see’-addresses in Liège divided into five themes and with a practical folding map.

Media workshop

Participation in our annual media workshop TravelPressentation.

Inspirational press texts

With surprising themes such as ‘summer in cultural spheres’, ‘magical Christmas village’ and ‘from female brewers to eco-beer’.

Press trips

Group and individual press trips for print, online media and bloggers with a diverse program, like visiting de Royal Opera, spotting wildlife in the Ardennes, behind the scenes on Spa-Francorchamps and the design-route.

Are you going to be our Liège reporter?

A collaboration with the biggest cycling magazine ‘Fiets is initiated to generate more publicity for the classical cycling race Liège-Bastonge-Liège. In addition to an articile about this international event, readers could win an exclusive VIP arrangement for two during this cycling event.


  • 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.

Also check these cases

Do you want to know what we can do for you?