Ft 2008 35

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FLANDERS TODAY AUGUST 27 2008

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N°44

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I N D E P E N D E N T N E W S W E E K LY

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Rugby, p.10

W W W. F L A N D E R S T O D AY. E U

Belga

Erkenningsnummer P708816

Totally Tia Derek Blyth

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ith only hours to go before the Olympics ended, Belgium looked as if it might return home

Tia Hellebaut high-jumped to gold over the weekend, injecting a renewed enthusiasm for the games in Belgium

A big jump for Belgium as the country wins its first gold medal in athletics in 44 years

with no medals. But the country seized its first Olympic medal last Friday in the women’s 4x100m relay final when the four sprinters set a new national record of 42.54 seconds and secured

further glory the following day when Antwerp-born Tia Hellebaut snatched an unexpected gold in the high jump, clearing 2.05 metres despite struggling with an injury sustained earlier

in the year. A few days earlier, Belgium narrowly failed to gain a bronze medal in the football tournament, plunging the country’s sports fans into deep gloom. But

Friday’s silver medal boosted morale, with some Belgians briefly entertaining hopes of a gold as Gevaert streaked to the Continued on page 6

Branding Flanders The Flemish region is working to create a recognisable international image

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Business

Arts

Living

For the first time ever, Flemish chain Colruyt is the supermarket leader in Belgium. This has also improved its market share, despite this being a very rough time for the industry.

Patrick Damiaens is the only fulltime ornamental woodcarver in Flanders. Since the only training programme is shutting down, he may be among the last of these rare craftsman in the country.

Down a little alleyway in Bruges is ’t Brugs Beertje, voted internationally as the best bar of 2008. Owner Daisy Claeys celebrates 25 years of building up a perfect cafe atmosphere.

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Feature 1, 3

News 5-6

Business 7

Arts 8-9

Dafydd ab Iago ation branding is a controversial concept. The idea is that successful nation branding can paint a public picture of a nation or state as the place to be, whether for business, culture, education, innovation or tourism. Sounds harmless enough, but critics argue that the concept is a waste of taxpayer money or, even worse, dangerously close to state propaganda. Traditionally, the problem for Flanders – and for Belgium – is the low level of brand recognition. Nation brands such as the

Active 10-11

Living 13

Agenda 14-15

US, the UK, China, France and Germany steal the limelight. Flanders, despite its wide-ranging competence in international affairs, notably for foreign trade, is not even listed in international nation brands indexes. “Brussels is better known abroad than Belgium or Flanders,” admits Ben Weyts, spokesman for the Flemish Ministry of Administrative Affairs, Foreign Policy, Media and Tourism. According to Weyts, the lack of an image that is instantly recognisaContinued on page 3 Interview 16

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