Action plan 2017

be there be .brussels

action plan 2017

TABLE OF CONTENTS

INTRODUCTION.................................................................................................................................................... 5 The DNA of the Bruxelles-Capitale Region................................................................................................... 7 A return to growth in 2017................................................................................................................................. 11 New missions.........................................................................................................................................................15 visit.brussels OBJECTIVES............................................................................................................... 17 DESTINATION MANAGEMENT DEPARTMENT: CULTURE & CITY LIFE................................. 23 What’s new for 2017.............................................................................................................................................24 Missions..................................................................................................................................................................24 Affinity marketing.................................................................................................................................................25 Discover the City..................................................................................................................................................41 Screen.brussels Film Commission.................................................................................................................43 agenda.brussels....................................................................................................................................................44 Arsène 50................................................................................................................................................................47 Welcome...................................................................................................................................................................48 “experience.brussels” Exhibition.....................................................................................................................51 DESTINATION MANAGEMENT DEPARTMENT CONVENTION & ASSOCIATION BUREAU..................................................................................... 55 What’s new for 2017.............................................................................................................................................56 Missions..................................................................................................................................................................56 Convention Bureau..............................................................................................................................................57 Association Bureau.............................................................................................................................................. 71 DÉPARTEMENT SALES & MARKETING DEPARTEMENT........................................................... 83 What’s new for 2017.............................................................................................................................................84 Missions..................................................................................................................................................................84 Offline communication........................................................................................................................................86 Digital communication........................................................................................................................................94 Digital communication - Social Media....................................................................................................... 100 Copywriting & Translations............................................................................................................................ 104 Sales & Promotion............................................................................................................................................. 108 Press.......................................................................................................................................................................122 Tourist attaches and external agencies abroad....................................................................................... 130 Market Intelligence........................................................................................................................................... 136 EVENTS & FAIRS................................................................................................................................143 What’s new for 2017.......................................................................................................................................... 144 Missions............................................................................................................................................................... 144 Events.................................................................................................................................................................... 146 Fairs (a Brussels Presence production) :................................................................................................... 166 Tourism themed years...................................................................................................................................... 168 FINANCE & OPERATING DEPARTMENT......................................................................................173 What’s new for 2017...........................................................................................................................................174 Missions................................................................................................................................................................174 Internal control service: legal, purchase, commitment and liquidation.......................................... 175 Human resources............................................................................................................................................... 176 IT..............................................................................................................................................................................177 Accounting............................................................................................................................................................177 Operation.............................................................................................................................................................. 178 Advertising........................................................................................................................................................... 186 Logistics............................................................................................................................................................... 190 Catering................................................................................................................................................................ 190 General...................................................................................................................................................................191

Introduction

3

Introduction

Atomium

THE DNA OF THE BRUXELLESCAPITALE REGION

Since 2010, visit.brussels has been working to promote tourism in the Brussels-Capital Region by highlighting the themes and the values enshrined in Brussels DNA. The agency is developing an ‘affinity marketing’ approach, targeting potential visitors according to their areas of interest (Comic Strip, Art Nouveau, surrealism, jazz...) and their personal situation (families, LGBT community, disabled etc).

This strategy is rooted in an “identity portrait” of the Region.

The identity of Brussels is first and foremost territorial. It is a city, a region and a national and European capital, all at once Brussels is a real “city-territory”, radiant and open to the world. Its special urban structure also makes it a ‘city of villages’, which are manageably-sized, with the quality of life preserved.

The Brussels identity is also affective: Brussels natives are fiercely attached to their region, literally “loving it.” Therefore, far from limiting themselves to their territory, Brussels citizens are “citizens of the world”. Often multilingual, they carry the humanistic values of tolerance, peace and welcome.

This rich and complex identity extends through four dimensions:

• Humour, self-deprecation, “zwanze”, surrealism, humanistic values,

sense of compromise, conviviality, cosmopolitanism, multilingualism etc : The ‘spirit of Brussels’ has many different facets. However, although Brussels citizens recognize themselves in this multiplicity of positive characters, which gives them their charm, they too are sometimes critical of their own city.

• Brussels is a region that relies on a multiple identity. It is a cul-

turally rich, multilingual, creative, exuberant and overflowing region, which cultivates a sense of fun, pleasure and well-being. On every street corner there are expressions of the ‘Brussels magic’, which varies between poetic, surreal and absurd. Brussels is an unlikely “bazaar”, offering a choice place to dream and find inspiration and freedom of ownership.

• The Bruxelles-Capitale Region carries the founding values of Europe.

Its universal dimension is based on humanistic values and a sense of respectful acceptance of differences. Its mixed and mostly foreign population, makes it a “citizen of the world” city.

• Brussels also has a “Babel” dimension, characterized by a complex

and diverse, often dual, composite identity, fragmented into almost everything, and not free from blockages, self-deprecation or discouragement.

Introduction

7

The European Parliament

AFFINITY MARKETING

From this identity portrait, four main affinity themes have been defined as underpinning the region’s City Marketing policy.

1. Europe, the international opening

The bustling capital of 500 million Europeans, Brussels is a cosmopolitan and colourful city. Within its European quarter, the cultural offer reflects its intrinsic diversity: from the Parlamentarium, which plunges the visitor into the arcana of the European Union, or Mini-Europe which offers a fun way to see Europe, to the iguanodons of the Museum of Natural Sciences and the old cars of Autoworld; everyone can find his account.

2. Arts & Creativity Themes: Contemporary art, comic strips, performing arts, jazz, fashion & design

Located in the heart of the European continent, the Brussels-Capital Region has become a crossroads of contemporary art. In terms of creation, its assets are legion; the streets of the capital are marked by countless galleries, collectors or art centres. Not a day goes by without an event coming to stimulate the cultural life of Brussels: opening of an exhibition, fair or trade show, a conference or guided tour... In this rich and fertile artistic ecosystem, many quality artists have found refuge. For a long time now, comic strips, and performing arts such as contemporary dance or jazz have also been spreading the European capital’s culture well beyond its borders.

3. The richness of heritage Themes: History & Heritage - Museums - Art Nouveau - Art Deco - Surrealism - 14-18

With its particularly rich historical and artistic heritage, the Brussels-Capital Region continues to surprise and move people. Famed for its legendary Grand-Place and the no less famous Manneken-Pis, it is also one of the cradles of Surrealism, in which René Magritte is a figurehead, and Art Nouveau.

By 1890, Horta, Hankar, Cauchie and Blérot were breaking boundaries to create a total and organic art, deploying its curves and arabesques in furniture, decorative objects, crockery and high fashion, passing of course through the domain of architecture. This movement, as creative as it was short-lived, was to evolve into the sleeker and more geometric Art Deco. With its rich heritage, Brussels also has a wealth of museums that criss-cross its territory and are real hubs of tourist attraction.

4. City Life, Social Life Themes and targets: gastronomy, beer, shopping, nightlife, youth, children/schools, sport, LGBT, pop & geek culture, diversity, neighbourhoods - Brussels for All, green & sustainable

Pearly-white mussels, crispy chips, chocolate with hypnotic aromas, and bitter or more subtle beers: Brussels offers food lovers and hedonists of every age all sorts of reasons to linger. Its varied gastronomy, is expressed both in the “grandes maisons” and in other establishments with innovative ideas.

However, its social life is not limited to the pleasures of the palate. Indeed, the city is characterized by its many lively neighbourhoods with varying identities. These many green areas offer visitors an opportunity to escape.

Lovers of clubbing and shopping, far from being left behind, also find plenty to satisfy their passions.

Tram Experience

Introduction

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10 introduction Saint Hubert Royal Galleries

A RETURN TO GROWTH IN 2017

Obviously, the tragic events of 2015 and 2016 did not leave the tourism sector unscathed. After enduring the impact of the Paris attacks in November 2015, Brussels was hit hard by the consequences of the terrible terrorist attacks on its soil in March 2016, and in Nice in July of the same year. These events were a severe blow to summer tourism, everywhere in Europe.

Indeed, the climate of fear that reigned then also had a considerable impact on the security of many places and events (gates, guards etc), with an added financial impact on the structures and a huge loss of revenue for the whole of the sector.

In this particularly delicate situation, the target set by the Government, to reach 10 million night-stays in 2020, requires more than ever the strengthening of a comprehensive and ambitious tourism strategy. Based on the concept of ‘affinity marketing’, the strategy implemented by visit.brussels was successful in the years that preceded the attacks. It should therefore be consolidated, by levering the Region’s main strengths that underpin its reputation: cultural and heritage sites, places of meeting and congress, gastronomy, fashion, comic strip, art, contemporary art, and its status as the European capital and a cosmopolitan region, will at the same time increase the number of visitors to our cultural institutions and attractions past the results achieved in 2015 (3.4 million).

This consolidation also involves the development of an event policy for the region, around a series of events that are now firmly entrenched in Brussels life, such as the Brussels region Festival and the Eat!BRUSSELS, drink!BORDEAUX gastronomy festival, Winter Fun, Brussels Les Bains, the Brussels Summer Festival, Couleur Café, Belgian Pride and many others. The message from visit. brussels is that every season has its flagship events!.

In support of this strategy, visit.brussels has implemented new campaigns, in 2016, to limit short-term losses and permanently boost tourism in the long term. Thus, stock information, intended to reassure visitors and support events and congresses, were implemented immediately after the attacks and during the closure of the airport.

The summer of 2016 was also marked by the launch of a big promotional campaign, costing a total of €1.5 million, with the support of the region.

Conducted in the press and on social networks, with the assistance of influential parties on the Web (instagrammers, bloggers etc), this campaign also relied on partnerships with travel sites (including TripAdvisor, Expedia and Last Minute) and carriers (including Brussels Airlines, Ryanair, Thalys, Eurostar and TGV). A series of campaigns specifically aimed at Belgians were also conducted, to encourage them to come (back) and stay in the capital or visit it: distribution of cultural and event calendars, partnerships with local and national television stations and the daily press etc. Similarly, several campaigns targeted the student and expatriate populations, always using the peer approach.

Introduction

11

In 2017, visit.brussels intends to continue in this direction, by concentrating its efforts to relaunch tourism and participation in the cultural offer and restoring the image of the Brussels Region. And there is no shortage of ideas! As evidenced by this (incomplete) list of campaigns and specific initiatives planned in 2017: • In early 2017, visit.brussels will launch a major international campaign

to restore and strengthen the image of the Brussels Region. Supported by a budget of €4 million, this campaign will mainly target key markets (Belgium, France, Germany, the United Kingdom, Spain and Italy), not to mention other markets that are important to the Region.

• With MIXITY.brussels 2017, it is the cosmopolitan and abundant identity of Brussels that will be in the spotlight as part of a themed year that focuses on diversity. Brussels, a ‘world city’ and the European capital, will be at the heart of this major event in 2017.

• Brussels, as an international city, intends to attract foreign markets

through the implementation of a series of communication (press, events, social networking, contests etc.) campaigns aimed at communities with shared affinities. Similar campaigns will more specifically target Belgian, Walloon and Flemish audiences also interested Brussels’ targeted themes.

• The promotion of the cultural offer in Brussels Region will be based on

an integrated cultural communication strategy, involving different institutional levels: the Brussels Region, the Wallonia- Brussels Federation, the Flemish Community, Cocof, VGC, and the nineteen Brussels municipalities. The communication around this cultural offer will rely on promotion of the agenda.brussels brand, with the assistance of the various public authorities, the nineteen municipalities and the various actors on the ground.

• The advisory and accompaniment role of visit.brussels with organisers of festivals and cultural and tourism activities will be strengthened.

• visit.brussels will coordinate platforms for dialogue between local actors and promoters of Brussels’ main cultural and leisure projects.

12 introduction

• Affinity marketing focused on the four pillars (Europe, Arts & Creativity,

Heritage, City Life), will be consolidated. The diversity of the Region, the performing arts, Pop & Geek culture, and a specific approach to the Belgian schools, also constitute axes of development.

• Brussels will be promoted as a major cultural and artistic Region on

the European scene, with a special emphasis on contemporary art and contemporary dance in 2017.

• Joint tourism promotion centred on two seasons - summer and winter

- will be further developed. To increase the number of visits, visit.brussels plans to coordinate communication of all cultural and tourist activities scheduled between mid-June and mid-September 2017, under the banner “The Brussels Summer 2017”. The winter season will also be highlighted and strengthened by organizing an end-of- year illuminations competition (Bright Brussels Winter) and the Bright Brussels Festival in February 2017.

• There will be a focus on the Museum offer, in conjunction with the

transport systems in order to build on the success of the first year of opening of Train World in Schaerbeek. The Tram Museum, Autoworld, the works of art in metro stations, and Tram Experience, among others, will also be involved.

• Transport offers will be reintegrated in the Brussels Card.

• The reception offices of visit.brussels will be renovated, and special attention will be paid to the quality of this reception area.

• The Reception Office of the European Parliament (Europe Station), opened to the general public inside the former Brussels-Luxembourg train station in late 2016, will become an additional contact point to ensure the promotion of and information on Brussels’ tourism, cultural and event offer. Partnerships with other points of reception in the Region (Muntpunt, Point Culture etc) are envisaged.

• The ‘experience.brussels’ permanent exhibition will be highlighted in

connection with all the events taking place in Brussels, to make it a true gateway to the Region for visitors.

Train World

Experience Brussels

Introduction

13

14 introduction Hello Mixity

NEW MISSIONS

With the regionalisation of tourism skills, following the sixth state reform, visit.brussels missions are being extended while strengthening its international presence.

1. Integration of Brussels-orientated missions from Wallonia-Brussels Tourism (WBT)me (WBT)

From January 2017, visit.brussels will be solely responsible fot the promotion of tourism in the Brussels-Capital Region, both in Belgium and abroad.

These expanded skills are accompanied by a budget increase and the appointment of some of the Wallonia-Brussels Tourism staff.

2. Representation abroad

To promote the Brussels Region outside the national borders, visit.brussels has ‘tourist attachés’ or external agencies within its priority markets: France, Germany, the Netherlands, the United Kingdom, Italy, Spain and the United States. This international presence will allow regular interaction with tourism industry actors in these markets. Staff present abroad depend on the head office of visit.brussels and run their missions under the guidance of the head office, which will be used as support. In the BRIC (Brazil, Russia, India, China) countries, visit.brussels will work with outside agencies located on site.

3. Creating a ‘Fairs’ department to ensure the presence of Brussels at trade shows

As result of the restructuring of visit.brussels following the combining of skills from the Brussels Region and Wallonia-Brussels Tourism, the Events department takes over the management of fairs in Belgium and abroad: tourism trade shows (IBTM, Europe IMEX, IMEX America, WTM, ITB etc), consumer shows in Belgium (Batibouw, the Brussels Book Fair, the Brussels Holiday Fair etc) and non-tourism trade shows that nevertheless require management in terms of Brussels’ image (MIPIM, MAPIC, Realty, Seafood, Labelexpo...). This involves developing an integrated policy with regard to Brussels’ presence in these fairs in Belgium and abroad. This dynamic will also apply to other event operations abroad (regular or occasional): Brussels Days, State visits etc.

4. Inclusion of the Welcome service in the Destination Management: Culture & City Life department

The tourist reception points of visit.brussels (Grand-Place, BiP and Station Europe), and the “experience. brussels” exhibition, will be attached to the of Culture and City Life department, which deals with destination management for leisure tourism. This department develops the affinity marketing strategy. The relations between reception points and the product experts of visit.brussels, who develop the destination’s offer in collaboration with the operators in the field, is expected to strengthen the image of Brussels’ DNA that these reception points present to visitors and tourists.

Introduction

15

Objectives

Thanks to its new missions and skills, visit.brussels is moving forward with a series of ambitious goals as its main focus.

1. To increase the number of visitors In 2015, the attacks in Paris and the lock down of Brussels led to a reduction of almost 5% in the number of visitors over the full year. This decline accelerated in 2016, following the Brussels attacks and the closure of Brussels Airport, with reductions of up to 30%.

This difficult period followed one of prosperity, which saw the number of night-stays rise by 40% between 2010 and 2014 to reach 7 million nightstays. visit.brussels aims to return to that level by the end of 2017. It will then aim for gradual growth, to surpass the symbolic bar of 10 million nightstays by 2020.

The goal is not only to increase overnight stays, but also day tourism. In 2016, visitor numbers to museums and attractions in the area suffered a considerable decline, up to 40%, compared with the previous year. The goal for 2017 is to exceed the 2015 level, with 3.4 million admissions recorded by 37 museums and attractions.

Professional tourism proved to be more stable in the face of recent events, and demand is recovering. Growth must be strengthened, with an increased number of congresses and fairs in Brussels. This will involve encouraging these professional tourists to come back to stay in the Brussels-Capital Region in a private setting.

18 objectives

2.

Strengthening Brussels’ image

With these quantitative objectives in mind, the first step is to restore the image of the capital, badly shaken by the recent terrorist attacks. To enhance the attractiveness of Brussels, visit.brussels intends to coordinate its actions with the City Marketing policy of the Brussels-Capital Region.

The cultural offer is a fundamental element of tourism, especially in Brussels. Indeed, the region is home to about one hundred museums and stages some 23,000 cultural events each year, all included in the agenda. brussels database. Culture is a key element of the image of the Region. It shapes an “image of Brussels” which must be clearly identifiable by visitors, tourists, professionals and the people of Brussels themselves. This is why it is essential to centre the communication on this cultural offer, with all of the above audiences.

3. To promote the tourism and cultural offer of the region’s nineteen communes visit.brussels seeks to ensure consistency between visitor numbers and accommodation spaces. The tourism and event offer must be developed in harmony with Brussels’ citizens. To this end, visit.brussels will deploy the offer of the region’s nineteen communes by strengthening cooperation with the various actors.

Parra Give up Sculpture - MIMA

This objective is also a part of Brussels’ desire to promote sustainable and high-quality tourism by encouraging the spread of visitors throughout the Brussels Region. On one hand, it involves promoting the Brussels neighbourhoods and the diverse nature of what they have to offer (culture, shopping, catering etc) and, on the other hand, easing the pressure on the inner city. Moreover, this strategy fits in well with MIXITY.brussels 2017, the themed year dedicated to diversity.

Finally, development of the capital’s various municipalities and neighbourhoods will increase what is on offer to visitors and therefore increase the length of stay and the return of visitors.

The European quarter

objectives 19

ADAM & Atomium

Destination management Culture & City life

WHAT’S NEW FOR 2017

• • • •

• • • •

MISSIONS

Particular attention to day trippers and to the Belgian market.

Direct approach to niche audiences overseas.

Active approach to schools in Belgium.

Role of manager in the promotion of the Brussels cultural offer and of coordinator between the Brussels-Capital Region, the communities, the community committees and the Brussels municipalities in cultural communication.

Development of agenda.brussels as a common brand for cultural communication.

Development of an adaptive web site for Arsène 50.

Installation of visitor counters in the reception offices to obtain an exact count of visitor numbers.

Introduction of paid admissions to the ‘experience.brussels’ exhibition and development of a visitors’s guide.

The missions of the Destination Management Culture & City Life department are many and varied. The service is mobilising itself to:

• Put into practice the affinity marketing that is the real core of promoting

• • • • • •

Brussels as a cultural and tourist destination. To do this, the product specialists rely on the cultural offer and the themes identified as forming part of Brussels’ DNA (Europe, Arts & Creativity, Heritage, City Life); Develop, by creating content, the campaigns initiated by the Sales & Marketing department and manage the promotion of the Brussels Card (product of the Brussels Museums Council); Promote the cultural offer in Brussels, via agenda.brussels and Arsène 50; Promote different ways of discovering the capital (Discover the City); Promote Brussels as a destination for film shooting and production (Screen.brussels Film Commission); Physically accommodate visitors (Welcome); Develop and manage a permanent exhibition dedicated to Brussels (experience.brussels).

To achieve these missions, the department takes account of the objectives set within the affinity marketing strategy and works closely with all the partners concerned within the Brussels-Capital Region (cultural institutions, tourist accommodation, restaurants, attractions, guide associations, institutions, coordination organisations etc).

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destination management

culture & city life

AFFINITY MARKETING 1. The choice of affinity marketing

To achieve its objectives in terms of quality, sustainability and credibility, visit. brussels intends to promote and highlight the specific nature of Brussels.

This specific nature cannot be summed up in a mere slogan, but is understood at many different levels.

Brussels, indeed, can accommodate a wide range of visitors with wide-ranging interests. It is therefore important to know the diversity of the capital’s cultural and tourism offer to potential visitors and the people of Brussels themselves, by implementing a peer approach. This marketing strategy is based on the capital’s best points and targets visitors according to their interests, passions, way of living and travel patterns.

Starting with Brussels’ DNA, visit.brussels has identified several affinity themes to develop its promotion action. This promotion takes place at two levels:

• The ‘general’ promotion of Brussels as a city trip destination, through affinity themes.

To encourage potential visitors to choose Brussels as a city break destination, visit.brussels must convey a general and attractive image of the region, which necessarily relies on its strengths and the themes particular to it. The initiative is with the Sales and Marketing department, which determines the themes most appropriate for this purpose, and calls on ‘product’ specialists from the Culture & City Life department to develop its content.

• “Affinity” promotion of the Brussels offer around a given theme, for particular of target groups.

The Culture & City Life department defines target groups for each of the selected themes (comic strips, jazz, Art Nouveau etc). Once these groups have been identified, it then has to determine the best way to approach them and convince them to come to Brussels.

Thus, the comic strips theme can be put forward within the framework of these two levels of promotion. The ‘general’ promotion will focus on the emblematic figures of the ninth art (the Smurfs, Tintin etc.) within the framework of large promotional campaigns or through the tourist press. Conversely, the ‘affinity’ promotion will be aimed more at young talent from Brussels, which will be put forward during the comic strip festivals in France or Spain. This way, a better informed audience will be targeted.

ADAM

destination management

culture & city life

25

2. Development of the targeted communication network

2.1 Develop a network No marketing or promotion is effective without quality products. This is why visit.brussels should be perfectly aware of the cultural and tourist offer its territory, its progress and any difficulties it is facing. Moreover, there is a need to ensure that it is made stronger and more attractive while remaining mindful of the developments that can lead, where appropriate, to inclusion of new themes in the strategy.

To do this, the ‘product’ specialists of visit.brussels have direct and permanent links with actors in the field related to their theme; they assist them with the design and development of their products.

‘Product’ specialists are also responsible for developing and maintaining channels of communication with visit.brussels, updating the agenda, checking the contents of specialized web pages, developing brochures and walks, drafting newsletters or press releases, etc.

Finally, the ‘product’ specialists are guarantors of the content of the campaigns developed by the Press, Sales, Offline and Online Communication and Welcome departments, and work closely with them in implementing their own targeted actions.

2.2 Defining the markets For more efficiency, visit.brussels has chosen to target its promotion campaigns on a number of relatively small markets (three or four per theme), the markets being determined in consultation with those actively involved in culture and tourism in Brussels. Naturally, the efficiency of these actions depends largely on the quality of this ‘targeting’, whether to promote Brussels as a city-trip destination or to mobilise a more specialised section of the public.

In collaboration with the Market Intelligence department, the Culture & City Life department continually checks compatibility between themes and selected markets. The timing of the campaigns carried out within these markets depends on events organized in Brussels around the relevant themes. Moreover, visit.brussels will dedicate an important part of its efforts to the Belgian market.

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destination management

culture & city life

2.3 Communicate and promote in a targeted way Once you have selected the markets, you must find within them the communities and target groups likely to be interested in a given topic and identify the channels they use to find things out. Once this is done, the department can deploy its communication and promotion in close collaboration with other departments concerned (Communication, Sales, Events etc).

These actions are multiple: To create and ensure the update of the themed pages on the www.visit.

•

brussels Web site, and develop newsletters. Promotion by market will be possible from mid-2017.

To organise trips for opinion makers on social networks and texting

•

“boosted” messages to specifically targeted sections of the public.

•

To ensure a presence at events in Belgium and abroad.

•

To set up press trips for the specialised press, as well as campaigns aimed at readers, advertising and advertorials in specialised online and offline media.

visit.brussels instagram

•

To invite specialist tour operators.

•

To develop tools for other departments: themed files, Sales Guide etc.

•

To develop tools for partners and the general public (walks, event brochures etc).

To develop combined offers and other tools for helping the tourist accom-

•

modation sector to develop targeted products. do you want to discover discover

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destination management *available in French, English, Dutch and German

culture & city life

27

Brussels Region Festival

3. Affinity approach: themes and target groups

Having chosen a peer approach, visit.brussels pays special attention to the characterisation of the themes and target groups that underpin all of its marketing strategy.

With the support of the Market Intelligence Department, the ‘product’ specialists analyse the strengths and weaknesses of each theme while remaining abreast of the emerging themes. This attention to new trends must be combined with the development of a long-term strategy centred on the themes that are most obvious and better anchored in Brussels’ DNA. The main assets of the Brussels-Capital Region are highlighted, in order to promote Brussels as a city trip destination with the general public. The highlighted themes depend on the interest and particular sensitivity of the target markets. This is why the ‘product’ experts help the Sales & Marketing department to define the content of the different marketing press, promotion and sales activities.

The Destination City Life & Culture Management department is also developing specific campaigns to promote ‘permanent’ products (attractions, museum collections, restaurants, cafés etc) and event-related products.

They can be broken down as follows: •

visit.brussels is responsible for the promotion and (in part) the sale of the Brussels Card, which is the best way to discover Brussels with ease.

•

visit.brussels organises campaigns specifically related to the summer and winter periods. This involves consolidating communication around tourist and cultural activities and assisting the tourist accommodation sector in the promotion of these two seasons, in order to ensure a better distribution of visitors over time.

•

The Culture & City Life department sends a monthly newsletter and organizes an annual briefing for all tourism professionals interested in Brussels and what it has to offer culturally.

•

The Culture & City Life department delivers the content for the themed approach of all visit.brussels general brochures and event brochures.

•

The Culture & City Life department is also developing tools such as the Sales Guide, which helps sell Brussels with concrete offers.

•

The Culture & City Life department is in charge of the cultural content of the visit.brussels TV channel available in rooms in some tourist accommodations.

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The European quarter

In 2017, visit.brussels will focus its campaigns on promoting the following themes and target groups: 3.1 EUROPE

Its status as a European capital gives Brussels an exceptional advantage and a unique selling point: visit. brussels wants to strengthen the image of Brussels as the capital of 500 million Europeans and the second most cosmopolitan city in the world. The European theme is therefore an element of prime importance in the marketing strategy of visit.brussels. In this sense, the new House of European History, created at the initiative of the European Parliament, offers an additional attraction within a European District that is attracting more and more visitors.

Expats are a target group for visit.brussels, which must ensure that they participate actively in the cultural life of Brussels. In partnership with the Expat Welcome Desk, visit.brussels informs them and offers a welcome, the best strategy to transform them into true ambassadors for Brussels. Similarly, special attention should be paid to Erasmus students and to trainees living in Brussels for several months. In addition, visit. brussels provides the residents of Brussels with information on how Europe works, through Europe Direct, the European information centre.

Key markets for this theme: •

Belgium

•

France

•

Germany

•

Netherlands

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“Carte de Visite” exhibition

3.2 ARTS

& CREATIVITY

The comic strip has always been a spearhead for promoting the Brussels-Capital Region. Depending on the target groups, the focus can be put on established artists or on young promising talents. The Fête de la BD, or “Comic Strip Festival”, whose success speaks for itself, perfectly illustrates the importance of this topic.

Alongside comic strips, jazz is another strong marker of Brussels cultural life. In this area, the capital boasts an attractive and wide-ranging offer throughout the year. visit.brussels strives to raise awareness with Belgian and foreign jazz lovers, to draw them into the capital.

Fashion and design are also part of the Brussels Region’s cultural DNA. These fields are expressed particularly in the opening of MAD Brussels (Brussels Fashion and Design centre), located in the heart of the capital.

Moreover, in 2017, many events are scheduled around these themes, enough to convince the “fashionistas” and lovers of design to come and stay in the Brussels Region.

Naturally, the theme of contemporary art continues to occupy the attention of visit.brussels teams. In fact, the Brussels Region has many art centres of interest and an abundance of galleries and events that will provide a real attraction to art lovers.

The performing arts, meanwhile, are the barometer of creativity in urban centres. For a medium-sized city like Brussels, the offer is particularly rich, and more importantly, is of exceptional quality.

The Brussels Region offers fertile ground for art and creativity in all its forms. This is why visit.brussels strives to promote Brussels and talents beyond national borders. In 2016, it was in Paris that the “Brussels Region Festival Abroad Project” project was centred on the theme of contemporary art. In 2017, it will be Berlin’s turn to host this delocalised concept dedicated to contemporary dance.

Key markets for this theme: •

Belgium

•

France

•

Germany

•

The United Kingdom

•

The Netherlands

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The Ommegang

3.3 HERITAGE

The concept of ‘heritage’ refers to issues associated with Brussels’ material and intagible heritage (artistic, historical or architectural heritage, UNESCO heritage, folklore, museums etc).

The Carolus V Festival, dedicated to the heritage and the history of Europe in the Renaissance, is a must-see event in Brussels cultural landscape, bringing together a growing number of partners each year. Naturally, the Art nouveau and Art Deco themes are not forgotten. In 2017, they will be in the spotlight in the new BANAD Festival (Brussels Art nouveau & Art Deco).

Similarly, special attention will be paid to the surrealist movement, centred on the tutelary figure of René Magritte (1898-1967), and celebrating the fiftieth anniversary of his passing.

Key markets for this theme: •

Belgium

•

France

•

Germany

•

Spain

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“Les géants d’Anderlecht” wall painting

3.4 CITY

LIFE

The concept of “City Life” brings together several themes related to the reality of daily life in Brussels and the changes that it is undergoing. These themes target several affinity groups and communities, which require differentiated approaches.

The “gastronomy” theme refers to the need to preserve a rich and varied culinary heritage that deserves to be highlighted. It also refers to the innovation and entrepreneurship inherent in this sector. Of course, beer occupies a prominent place in Brussels’ gourmet pantheon. The opening of the Belgian Beer Palace in 2019, in the Brussels Stock Exchange, offers interesting tourist opportunities.

Brussels nightlife relies on an abundant offer of restaurants, cafes, clubs and party concepts, which make the Brussels-Capital Region a particularly attractive destination. This nightlife, a barometer of the liveliness of the city, is a key criteria when choosing a destination for a city trip.

The Green theme refers to the sustainability and ecological aspect of the destination, in particular the promotion of green spaces, of soft mobility and of responsible initiatives taken by local actors in tourism.

The Pop & Geek Culture theme refers to the 2.0 culture and “pop”, “geek” and “street” culture, which characterises the youth culture. Special attention should be paid to this theme to attract young people to Brussels.

Brussels must be able to attract more sporting events. For this reason, visit.brussels must encourage the organization and promotion of such events.

Finally, all Brussels communes must be involved in tourism in order to enjoy the economic benefits of the sector and to prevent the centre of Brussels from being overwhelmed. For this reason, special attention should be given to the development of tourism in different districts and to the development of their assets.

The City Life theme, with its variations, is likely to attract different target groups to Brussels.

For several years, visit.brussels has been increasing its efforts to attrach the LGBT community in the region. These ongoing efforts have already paid off: the reputation of Brussels as an LGBT destination continues to gain ground with the European public. visit.brussels also plans to attract young people through close collaboration with the youth tourism office (USE IT).

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By definition, children are the future of the Brussels-Capital Region’s tourism sector. visit.brussels, therefore, intends to make Brussels a preferred destination for children and families, aiming its communication at this target group. From 2017, efforts will be made to attract Francophone and Dutch-speaking schools because, as the old saying goes, “what you learn in the cradle lasts until the grave”. Indeed, children are excellent ambassadors who will encourage their parents to return with the family.

Particular interest will be also given to people with disabilities. Indeed, visit.brussels has a role to play in raising the awareness of Brussels tourism stakeholders (institutions, tourist accommodation, events etc) with regard to accessibility issues. Its communication will pay special attention to this target group.

As part of the MIXITY.brussels 2017 themed year dedicated to celebrating diversity, all of these target groups will be the subject of specific reflection.

The discovery of the Brussels districts that best reflect the diversity of the region is also part of this cross-border theme.

Key markets for this theme: •

Belgium

•

France

•

The United Kingdom

•

The Netherlands

The Museum of Natural Sciences

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4. 2017 promotion timetable

In order to promote Brussels abroad, visit.brussels will focus on specific themes each month.

At these key moments, the event-related and permanent offer corresponding to these themes will be promoted.

The choice of the themes by month will be based on one or more major and unifying events taking place at the same time and will therefore also highlight the permanent offer. visit.brussels will address the summer and winter seasons in a different way: there will be communication on all the events and the permanent offer, in order to keep the focus on the vibrant and animated nature of the city of Brussels. visit.brussels will not limit its communication to these themes: other themes and events will also be addressed at specific times. Indeed, visit.brussels will also promote large fairs and events or the opening of new institutions.

Finally, visit.brussels will develop continuous communication for transverse issues (heritage, history, gastronomy etc). We will inform the professional sector in good time (six months in advance) to enable it to provide articles on the topic.

The MIXITY.brussels 2017 campaign, on the other hand, will be promoted throughout 2017.

MONTH

ARTS & CREATIVITY

January

Jazz

February

Performing arts: contemporary dance

HERITAGE

CITY LIFE / EUROPE

Art Nouveau / Art Deco

March April

Contemporary art

Green

May

Performing arts

Brussels Gay / Europe

June July

Summer in Brussels

August September October November December

Comic Strip / Design

Surrealism

Gastronomy

Fashion Winter in Brussels

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Greeters

DISCOVER THE CITY 1. Guided tours

To discover a city, there is nothing like walking around it in the company of an expert, whether a tour guide or enthusiastic resident (a greeter). With Discover the City, visit.brussels promotes both formulas.

Tour guides are ambassadors of the region: they give a positive image of Brussels and share with visitors an interesting and informed look at the heritage of the capital. In this area, the Brussels calendar is rich, offering more than 2,000 guided tours per year.

The offer includes some twenty permanent products for individual visitors, and an almost unlimited number of tours on demand for groups. In addition, visit.brussels organizes guided tours of the Brussels City Hall.

To do this, several actions will be implemented: •

Improving existing tools and their visibility via, among other things, the websites www.visit.brussels and www.agenda.brussels (first half of 2017);

•

Regarding guided tours, visit.brussels sets itself the two goals: making the offer better known to national and international public with the aim of increasing the number of bookings, and selling a permanent offer to individual visitors, both online and at the welcome offices.

Moreover, in 2017, visit.brussels will encourage different guide organisations to expand their offer, in direct connection with this year’s theme (diversity), by promoting the discovery of the different districts of Brussels.

developing tools adapted to target audiences, especially by ensuring a better integration in the Sales Guide, in order to reach operators (first half of 2017);

•

facilitating the booking of guided tours for individual viewers in the welcome offices and on the visit.brussels website (first half of 2017);

•

establishing partnerships with the media and other channels of communication;

•

strengthening

links

between

events, including visit.brussels events, and offering guided tours.

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2. Greeters

Since 2014, visit.brussels has hosted the network of the greeters, enthusiastic Brussels inhabitants who are passionate about their city. In their company, visitors are given an alternative tourist experience through the unique eyes of someone eager to share his passions, his stories and favourite tips and spots.

Since 2016, visit.brussels has been working to expand its network for MIXITY.brussels 2017, the themed year centred on diversity. The aim is to recruit more young greeters, to offer a wider range of languages and cover a larger number of districts in order to promote a better distribution of visitors within the Brussels Region.

For example, in 2017, visit.brussels wants to mobilise about 120 greeters - there are currently about a hundred of them - to organise more than 780 greets.

1.

Guided tour

Greeters

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SCREEN.BRUSSELS FILM COMMISSION The Screen.brussels Film Commission has a double objective: • To facilitate cinematographic productions in the Brussels-Capital Region, with logistical support; • To promote Brussels Internationally as a filming location.

These objectives are consistent with the overall ambitions of visit.brussels.

Indeed, the international film productions help disseminate a positive image of Brussels, especially through the quality services offered to film crews and by paying attention to sustainable development. In addition, by offering locations spread over the entire region, the Screen.brussels Film Commission helps to raise awareness of the diversity of Brussels. Finally, these film productions create a significant economic impact on the tourist accommodation, catering, shopping and transport sectors.

In 2017, Screen.brussels wants to improve the quality of the welcome and logistical support given to film crews and also to help harmonise and simplify the requirements for shooting in the various communes of the Brussels-Capital Region.Moreover, as the film world is becoming more mindful of sustainable development, Brussels cannot afford to be left behind in this area. In 2016, many initiatives were taken with regards to this. These efforts must be continued in 2017.

Despite the terrible events of March 2016, the number of film productions continued to increase in 2016. This trend is expected to continue in 2017 through significant promotional efforts, further changes to the tax haven system and the Screen.brussels Fund, which aims to make Brussels a more attractive location.

Filming « Le jeune Karl Marx »

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AGENDA.BRUSSELS In 2016, the Brussels-Capital Region, the Wallonia-Brussels Federation, the Flemish Community, the Cocof and the Flemish Community Commission (VGC) agreed on the need to strengthen their cooperation in promoting the cultural offer in the Brussels Region, developing a common communication strategy closely linked to the Brussels cultural sector.

The onus is on visit.brussels to ensure coordination of communication of the cultural offer in the Brussels Region. This management role covers several missions: • Developing the ‘agenda.brussels’ database, for all products of cultural communication; • Supporting the coordination and synergies between the different communities and community commissions, for the deployment of new initiatives in the Brussels Region; • Promoting Brussels as a leading cultural city.

This cultural communication strategy necessarily relies on exchanges of data between visit.brussels, cultural communication actors (both French-speaking and Dutch-speaking), communities, community commissions and the nineteen municipalities in the Brussels-Capital Region. It must lead to the development of common cultural communication products and the promotion of “agenda.brussels” as a common brand for cultural communication in Brussels.

As part of this cooperation, various authorities have entrusted to visit. brussels, the BKO (Brussels Kunstenoverleg) and RAB (Network of Arts in Brussels) the task of making recommendations for the development of a common cultural communication strategy before the end of 2016.

These recommendations will form the basis for the development of increased work between different entities starting from 2017.

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In this context, the nineteen Brussels municipalities are invited to conclude an agreement aimed at working together in cultural communication with agenda.brussels and with visit.brussels, thus continuing to develop the www.agenda.brussels website as a central digital platform for promotion of culture in Brussels and a single database for the full range of cultural and event offers in Brussels.

At the same time, visit.brussels has joined perspective.brussels to monitor cultural facilities in the Brussels- Capital Region. This new database, directly linked with agenda.brussels, will enable cultural operators in the region to increase awareness of their offer of rooms and equipment. This will provide event organisers, artists and professionals with a dynamic tool allowing them to easily find the place that fits their needs.

BRAFA 2016 Š Emmanuel Crooÿ

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Serge Aimé Coulibaly “Nuit blanche à Ouagadougou”

ARSÈNE 50 visit.brussels is the driving force behind Arsène 50, a Last Minute platform allowing cultural events to be enjoyed at affordable prices.

Arsène 50 allows cultural institutions to benefit from increased visibility and attract new audiences while filling seats that would have not found a buyer without this device.

With some 28,000 tickets sold in 2016, 180 participating cultural institutions and 26,000 weekly newsletter subscribers, the success of Arsène 50 needs no further demonstration. In 2017, Arsène 50 wants to continue growing, reaching 30,000 tickets, and contribute to the objectives of visit.brussels: to publicise the regional cultural offer more widely in Brussels and extend it to the cultural institutions of the nineteen communes.

To achieve this, visit.brussels is committed both to developing a new “responsive” website, which will allow users to order their tickets via their smartphone, and to stepping up promotional efforts (flyers, media, social networks etc) with different target groups.

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WELCOME From 2017 onwards, the Tourism Information desks of visit.brussels (Grand-Place, BIP and Station Europe) will be attached to the Culture & City Life Department.

How tourists are welcomed is one of visit.brussels’ primary concerns.

It must be of good quality and meet visitors’ expectations. Indeed, the quality of the welcome is crucial to the image of Brussels which will be conveyed by the ambassadors who are the visitors, as well as by the Brussels residents themselves.

Furthermore, the reception areas will guide the visitors to the wider tourist areas, in order to increase length of stay, reduce pressure on some areas including the inner city, and give tourists good reasons to return to Brussels. This approach fits perfectly into the MIXITY.brussels 2017 themed year, which is dedicated to diversity.

To do this, visit.brussels intends to promote a new application, including an audio guide, aimed at discovering lesser known and generally less frequented districts, places or events. In addition, a selection of tours will be directly accessible on reservation within the physical reception areas.

To strengthen the quality of this wel-

rience, tours, brochures, Brussels

come, visit.brussels plans to implement a series of measures: •

welcome centre, especially during

books.

peak flow times, and setting up

•

Increasing the welcome in the

visitor counters by mid-2017.

summer, via bikes and scooters,

Making minimaps available in ten

and collaborating with Coucou

distributors installed within five

•

48

Brussels before summer 2017.

•

Making mobile welcoming staff

and in other strategic locations.

available to the Association & Con-

Making an introduction on orienta-

vention department and to other

tion brochure available at Brussels

services within the Culture & City

Airport and ensuring the mainte-

Life Department (MICE and Trade).

nance of the display.

•

•

Putting in place a “continuous im-

Providing sales of tourism products

provement program” and training

to visitors at the reception offices

in “welcoming” and “soft selling”

(Arsène 50, Box Office, Tram Expe-

for people responsible for welcom-

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Improving the management of the

Ensuring the sale of souvenirs and

welcome.

metro stations, at Zaventem airport

•

•

Redeveloping the reception office in Grand-Place to ensure a warm

•

Card etc).

ing tourists;

Summer 2016 Welcome Action

experience.brussels

experience.brussels EXHIBITION “experience.brussels” is a permanent, playful and interactive exhibition that will be directly attached to the Destination Management : Culture & City Life department from 2017.

To ensure and enhance the attractiveness of the exhibition, and to improve visitors’ experience, visit.brussels is committed to: • Replacing obsolete equipment and repairing and maintaining facilities.

• Updating the content of the room exhibiting Brussels’ international character and create a quiz for children.

• Using the photo booth developed at the end of 2016 and in early 2017.

• Reversing the direction of the visit, to make the course more intuitive, and installing a new signs.

• Ensuring that the rooms are updated: restoring the ‘Memories of a Region room’ and transferring the contents of the ‘A Region on the Move’ room to the room currently housing the model; • Creating a visitor guide.

Visit.Brussels also intends to strengthen the promotion of the exhibition.

This includes: • Creating new promotional materials (brochures, flyers, advertising inserts, insertions in guidebooks).

• Distributing flyers.

• Creating advertising materials (beach flags, signs).

• Highlighting exposure with tourist accommodation, guides, tour operators etc.

• Creating goodies.

Moreover, special attention will be paid to the educational dimension of experience.brussels. By this, visit. brussels means: • Promoting the educational offer for children and teenagers through the creation of new brochures.

• Participating in events in Brussels: the Brussels Museums Nocturnes, Museum Night Fever, the Brussels Region Festival, the Belgian National Holiday, Erfgoeddag, Krokuskriebels, and Place for Children.

• Organising courses during school holidays: Zinneke Stage, Mont des Arts Stage.

Finally, the exhibition will be included in the Brussels museum offer and its value improved by a ticketing system. To do this, visit.brussels will: • Introduce a paid ticket, with entry fees tailored to different audiences.

• Develop combined tickets with other institutions at the Mont des Arts.

• Integrate the exhibition into the Brussels Museums Council, Attractions and Tourism and the Educpass...

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Grand-Place

Destination management Associations & Conventions

WHAT’S NEW FOR 2017

• Launch of the “ambassadors” programme.

• Creation of the “Brussels Bidding Seminar”.

• Redesign of the Brussels Fund for Scientific Conferences and creation of the “Brussels Meetings Incubator”.

• Creation of an “International Association Club”.

MISSIONS

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The Convention & Association Office department has several key roles. It is responsible for: • Developing the business of large congresses and fairs by implementing a business strategy and developing actions aimed at convincing the big players to choose for the Brussels-Capital Region.

• Encouraging local experts to submit applications to attract new events.

• Bringing together stakeholders around a common goal.

• Publicising the Brussels-Capital Region and strengthening its international image as a host of fairs and congresses.

• Continuing to develop Brussels’ bid for congresses, trade shows, meetings and events.

• Setting up a hosting policy to encourage major events to come and improve the experience of the destination for visitors.

• Developing services for international associations.

• Strengthening the international image of the Bruxelles-Capital Region as the world’s leading city for international associations.

• Developing a policy to increase the number of head offices of international associations in the Brussels-Capital Region.

• Strengthening the bonds between visit.brussels and international associations in the Brussels-Capital Region, in order to encourage them to organise more conventions, conferences and meetings.

• Supporting and increasing training opportunities for international associations.

• Federating the actors to create a coherent offer.

CONVENTION BUREAU 1. To develop the major congresses and fairs business: the clusters strategy

The department intends to continue the strategy initiated in 2016, which is to direct its business approach to the centres of excellence in Brussels. To increase its chances of success, it will focus its bids on events for which the Brussels-Capital Region can bring real added value. However, events will be welcomed for their ability to generate positive repercussions for the region, in terms of image and positioning, in key economic and scientific sectors.

In other words, it will involve strengthening a comprehensive development strategy for the destination.

Requests can be generated by identifying leads and proactively canvassing business developers. Ths will build on a partnership with the Sales & Promotion department and the visit.brussels tourism attachés abroad.

For the Convention Bureau service, priority markets include: • Belgium (multinationals and international associations based in Belgium) • The United States • The United Kingdom • France • Germany • The Netherlands

Actions to be implemented as part of this mission: •

To identify and canvass 240 leads in 5 clusters;

•

To achieve 80 applications or “bid books”, and create dedicated access to the bid records on the website;

•

To organise the visits for large cus-

In collaboration with impulse.brussels, Innoviris and Brussels Invest & Export, five particularly promising key areas for the region have been identified: • Life Sciences & Biopharma • ICT • Media & Creative Industries • Business Services • Sustainability & Cleantech These areas will be canvassed as a matter of priority, as they offer a significant potential in terms of congresses or trade fairs. Furthermore, within these five major clusters, a series of sectors of excellence have been identified.

tomer accounts and welcome carrier events in terms of Congress/ fairs (such as ICCA Client/Supplier Workshop); •

To organise technical visits;

•

To organise sales calls in collaboration with the offices abroad;

•

To support and defend bids abroad.

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2. To improve work in synergy with impulse.brussels, Innoviris and Brussels Invest & Export.

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Brussels Expo

MOOD Tour & Taxi

3. To encourage local experts to make applications to attract further shows in the Brussels-Capital Region: the Ambassadors programme The goal of the “Ambassadors” profram is to create an expert network capable of attracting further international shows in the Brussels-Capital Region, increasing the success rate of bids.

This program aims to enhance the international reputation of the region, highlighting its strengths and its centres of excellence. For visit.brussels, it also involves opening the doors of the academic and economic worlds, which remain insufficiently aware of the interest in attracting conferences and fairs.

An Ambassador is an expert, Belgian or foreign, who has made a significant contribution to attracting major international events to the Bruxelles-Capitale region, specifically over the past three years. He is, or is becoming, a widely recognised leader in his sector, and is a member of an international network. Moreover, having great affection for his region, he is ready to speak on its behalf. Famous Brussels inhabitants who have won major international awards could be chosen to sponsor this program.

Actions to be implemented as part of this mission: •

Organising an active network of 50 ambassadors;

•

Organising an Ambassador of the Year awards ceremony (January 2017);

•

Organising a meet & greet incentive for active ambassadors (summer 2017).

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4. Unite the destination’s partners around a common goal: The Brussels Bidding Seminar To strengthen cohesion within the destination and the effectiveness of applications, the department advocates the creation of a seminar to raise awareness and exchange around the subject of congress/fairs bids: the “Brussels Bidding Seminar”.

The idea is to engage in a collaborative process bringing together all actors involved in hosting major events, to improve the quality of our bids and the services provided. On this seminar day, the Convention Bureau of visit. brussels will organise several workshops on different themes related to the attraction of major events to Brussels. The whole of the sector concerned will be invited.

Actions to be implemented as part of this mission: •

Organisation of a seminar to raise awareness, and of exchange on the attraction of major international events in Brussels;

•

Organisation, on request, of specific training for the sector.

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Palais 12

5. Proposing all the Brussels offers as a package, to bring more added value to the customers, support the organisers in their promotion to attract a maximum of participants, and improve the experience of visitors and congress participants: The Brussels Meetings Incubator After a few years of operation, it is now necessary to rethink the model of the Brussels Fund for Scientific Congresses, taking advantage of its strengths and identifying areas for improvement.

The idea is to focus on the events related to the five areas of excellence defined by the department (see The Clusters Strategy) and to encourage their reproduction in the destination. visit.brussels could encourage its many clients present in the Brussels-Capital Region to keep their conferences in the regional territory.

Moreover, it will involve integrating the Brussels Fund for Scientific Congresses offer into a package of services, provided by visit.brussels and its various partners, in order to create a strong, unified and coherent offer for the destination. This package will include the welcoming services of visit. brussels, which are promotion points in favour of the destination and also help improve the experience of participants, as well as supporting promotion of the event.

It is also planned to support the new events as well as local ambassadors likely to attract a congress to the Brussels-Capital Region.

Actions to be implemented as part of this mission: •

Supporting 15 congresses/fairs shows through a specific fund.

•

Creating a widget to highlight cultural offerings to congress attendees (in collaboration with the online communication service), and highlight the cultural offer to the participants in the congress.

•

Pproviding reception at the airport, at Gare du Midi and at the congress site for events with over 1,000 people.

•

Purchasing STIB Transport passes for recurring major congresses or fairs.

•

Providing welcomepacks consisting of brochures for certain key congresses and producing a ‘Brussels Meeting Pass’, a book of vouchers for participants in congresses and fairs.

•

Planning campaigns to promote the congress (promotion during previous editions, producing minifilms, actions on social networks).

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Palais 12

Dog Show Brussels Expo

6. Developing tools that facilitate the organisation of events in the BrusselsCapital Region

Actions to be implemented as part of this mission: •

Providing

continuous

website

content.

•

Creating a section dedicated to incentives.

•

Improving the venue finder with more specifics : eco labels, PRM, BSV, green access (terrace/garden), etc.

•

Continuously updating the “Let’s Meet in Brussels” webpage.

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7. Publicising the Brussels-Capital Region and strengthening its international image as a region that hosts fairs and congresses

Actions to be implemented as part of this mission: •

Setting up a media plan that is focused on the Web and social networks, in collaboration with the Sales & Marketing department.

•

Sending 10 newsletters per year.

•

Putting in place an “International Advisory Board” to retain key customers and refine the department’s strategic approach (first half of 2017).

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Seafood 2016

European Association Summit SQUARE

ASSOCIATION BUREAU 1. Developing services for international associations: the One Stop Shop

The One Stop Shop, opened in June 2016, provides associations with a single point of contact for all questions related to the installation of their association in the Brussels-Capital Region. The aim is to enhance one synergy between actors from Brussels (impulse.brussels, Actiris, Expat Welcome Desk, Brussels Invest & Export) and the key players in the world of international associations: FAIB (International Federation of Belgium-based Associations), ESAE (European Society of Association Executives), UIA (Union of International Associations) and MAI (House of International Associations).

Significant savings can thus be achieved, and the international associations will receive a quality service. The role of the Association Bureau will be to accompany these associations and direct them to the right partners.

Actions to be implemented as part of this mission •

Feeding the web site content: calendar of educational events, description of the resources and partners in the Bruxelles-Capital Region, new projects etc.

•

Iimproving and providing new tools in response to requests from the sector (How to set up an international association in Brussels etc.).

•

Processing and generating 50 requests per year, leading to the creation of 5 new offices per year.

•

Setting up a media plan focused on the Web and social networks, in collaboration with the Sales & Marketing department and the Convention Bureau team.

•

Sending 10 newsletters per year.

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2. Strengthening the international image of the Brussels-Capital Region as the world’s leading host region for international associations: the Global Association Hubs Partnership The alliance forged between Brussels, Dubai, Singapore and Washington DC as part of the Global Association Hubs Partnership demonstrates the importance of the role of these four capitals as poles for international associations. This alliance aims to promote the exchange of experiences and good practices, in order to increase the number of international associations located in the twin cities and the number of conferences.

Actions to be implemented as part of this mission •

Participating in strategic meetings to share best practices and raising the level of service provided to international associations in the various destinations.

•

Participating in international events by contributing to the content of educational events (ASAE...).

•

Developing a media plan to promote these 4 destinations and to expand internationally.

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Introduction

73

“Congrès de l’Ordre des experts comptables” Brussels Expo

Brussels Expo

3. Developing a policy to increase the number of head offices of international associations in the Brussels- Capital Region: the International Association Club For several years, international associations based in Brussels have been expressing the need for a physical space for meeting and networking. International associations wishing to settle in the Brussels-Capital Region want to benefit from increased support during the first months of them setting themselves up.

To meet these different requests, visit.brussels has decided to set up an ‘International Association Club’ in 2017. Located in the heart of the European Quarter, in the buildings of the Brussels Commissioner for Europe and International Organisations, this club will allow international associations to access a multitude of services: • Specific welcome point for international associations.

• Provision of offices for a limited period (three months) for the new international associations.

• Nnetworking and meeting lounge space.

• Coworking space.

• Two small meeting rooms.

Actions to be implemented as part of this mission •

Creation of the “International Association Club”, in the first half of 2017, with a clear offer of services.

•

Ssearch for funding and public/private partnerships.

•

Oorganisation of information sessions on growth markets (the United Kingdom, France), in partnership with Brussels Invest & Export.

•

Development of a welcome pack for international associations. destination management

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4. Strengthening the bonds between visit.brussels and the international associations in the Brussels-Capital Region, to encourage them to organise more congresses, conferences and meetings

Action to be implemented as part of this mission: •

Targeted

screening

of

the

associations already present in the Brussels-Capital Region.

•

Laying the foundations for a “Knowledge

Hub”

project

for

associations; •

Developing synergies and joint action with the Convention Bureau, Market Intelligence and Europe.

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associations & conventions

Brussels Expo

European Association Summit SQUARE

5. Supporting and enhancing training opportunities for international associations: the European Association Summit The ‘European Association Summit’ is organised with the support of the FAIB (Federation of International Associations established in Belgium), the UIA (Union of International Associations) and the ESAE (European Society of Association Executives).

For four years, this event has aimed to strengthen the position of the Brussels-Capital Region as the capital of international associations. For its fifth edition, scheduled for 30 and 31 may 2017, visit.brussels intends to amplify the event and consolidate its status as an unmissable meeting place for the sector. Its scientific program will be strengthened, and special attention will be paid to its internationalisation, through the participation of a larger number of foreign associations.

Actions to be implemented as part of this mission: •

Organising a two-day conference offering a series of plenary sessions, workshops, exchanges and opportunities for networking for about 100 international associations and 30 partners.

•

Developing partnerships to enrich the content of the European Association Summit.

•

Developing ongoing communication about the event throughout the year.

•

Promoting the event within the framework of Solvay’s “Executive Master in Interna-

•

Using the resources and conference content for other projects of the Association

tional Association Management”.

Bureau.

•

Supporting the organisation of educational events and networking within the International Association Club.

•

Rreferencing the training courses for international associations in the Brussels-Capital Region.

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6. Federating the actors to create a coherent offer The presence of many international associations is a major asset for the Brussels-Capital Region. One of the main objectives of the Association Office is to unite these actors, in order to create a consistent offer and to strengthen both the image of the destination and the quality of the services available.

To facilitate this joint work, the Association Bureau will create bodies for consulting with the sector on key themes.

Actions to be implemented as part of this mission: •

Ssetting up a committee composed of the FAIB, the ESAE, the IAU and the MAI for the creation of new services, and organising quarterly meetings.

•

Setting up three task forces composed of international associations (Content & Education, Marketing & Communication, Services to Associations), and organising bi-monthly meetings.

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SQUARE

Sales & Marketing

WHAT’S NEW FOR 2017

The major new features are born of recent changes: on one hand, the regionalisation of tourism, which leads to an increase in budget, and the taking over of part of the staff of Wallonia-Brussels tourism, and on the other hand the tourism crisis that followed the attacks: • Representation abroad, via tourism attachés or external agencies.

• Reinforcement and professionalisation of tools and teams: implemen-

• •

• •

MISSIONS

tation of a Copywriting and Translations unit, development of multilingual communication, techniques for generating traffic for web sites, a new CRM etc.

Reinforcement of the international action plan for the 12 priority markets.

An increase in the number of sales, communications and promotion campaigns. They will be targeted and innovative, especially during the low seasons (summer and winter): fairs and workshops, press and fam trips, online and offline campaigns, partnerships with travel sites and some key influencers etc.

Collaborations with other Belgian bodies abroad (IBE, embassies, tourist institutions etc).

Development of a major international image to revive the image of the Brussels-Capital Region.

The mission of the Sales and Marketing department is to promote the Brussels-Capital Region as a destination for tourism, leisure and business, both in Belgium and abroad. It also aims to build a strong and attractive image, in connection with regional city marketing. This point is of paramount importance in light of the recent terrorist attacks.

The department also functions as an internal agency for graphic design, online and offline communication, writing and translation, and generation of knowledge.

In order to complete these missions, the Sales and Marketing department will work on the following areas:

• Spreading a strong and positive image of Brussels and ensuring consist-

•

84 sales &

marketing

ent communication in all campaigns and promotion actions. The visual identity and the tone of communication, clearly identifiable and recognizable, will be inspired by Brussels’ DNA and in line with the region’s city marketing.

Promoting the destination generally and the specific events and products of visit.brussels and its partners. Promotional campaigns will be a source of development for tourism and pride for the people of Brussels.

• Developing efficient sales and promotion campaigns aimed at travel

• • • • •

be summer be .brussels

• • • •

professionals specialising in “meetings and congresses” and “leisure”, as well as at the general public. Twelve markets will be targeted as a priority: Belgium, France, the United Kingdom, Germany, the Netherlands, Spain, Italy, the United States, Brazil, Russia, India and China.

To ensure the presence of visit.brussels abroad, via tourism attachés and external agencies, in order to carry out the campaigns aimed at professionals.

To develop a communication specifically aimed at journalists and other key influencers, through press conferences and press releases, inviting them to discover and ‘experience’ the destination.

To put in practice the affinity marketing strategy, with particular attention to the year’s theme of diversity, under the “MIXITY.brussels 2017” banner.

To focus communication and choice of campaigns on the specific features of the markets and their performance analysis, in order to ensure the best return on investment.

To develop communication tools, so that they best respond to the sales and promotion targets.

To develop digital ecosystems focused on sharing and experience, in order to make communication more attractive to visitors and the people of Brussels.

To develop collaborations and partnerships with the Brussels sector, through ‘promotional partnership platforms’ (PPP), and with government partners active abroad.

To ensure the reliability and relevance of data and knowledge, allowing sound decisions to be taken and actions tailored to the targets and the most promising markets to be implemented.

To develop a new CRM system, in order to provide data management and aid for effective sales and promotion.

Summer 2016 campaign

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OFFLINE COMMUNICATION 1. To convey a strong and attractive image directly linked with the city marketing

Wanting to establish Brussels as a city trip and professional tourism destination requires the propagation the image of a strong and attractive capital both to Brussels residents and to other Belgian and foreign visitors. This need is all the greater against the background of the recent attacks.

The image of Brussels must be consistent with its identity, and reflect its assets: what it has to offer in terms of culture and events, its heritage, its accessibility, its gastronomy, its accommodation offer, its cosmopolitan nature etc. This image must favour the affinity approach and be consistent with the region’s city marketing policy (be.brussels).

Actions to be implemented: •

The implementation, in early 2017, of the international campaign developed in 2016 on the basis of an invitation to tender.

•

To analyse the communicational approach of this image campaign in the different communication campaigns, sales and promotion, and recast the stands at international fairs (including ITB, IMEX, WTM and IBTM) in this sense.

•

To review the graphic style and tone of the communication tools and future communication campaigns of visit.brussels, according to the approach developed in the image campaign.

•

Use of the region’s signage and display network in Brussels and Charleroi’s airports and in Gare du Midi, to highlight the image campaign in connection with city marketing (from February 2017).

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Summer 2016 campaign

FREE CONCERT

30.09

VEN VRIJ

18:00

HELLO MONT DES ARTS KUNSTBERG

120 ARTISTES 20 NATIONALITIES 10 TALEN & 2 STAGES

www.mixity.brussels Hello Mixity campaign

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89

Be.Welcome brochure DE

be welcome be .brussels 01/2017 1000 Brussels - www.bozar.be Fine Arts - BOZAR y routine of Congolese society. As a political slant. Visit this unique ica.

The show must go on © Erik van Lieshout

Autumn event brochure

T • 14/10/2016 > 22/01/2017

1000 Brussels - www.bozar.be -

0-year diplomatic friendship bees on expressionism in the 50’s me a haven for influential artists, volutionary experiments and perrtistic movements in the western

Helena Almeida

of the target markets.

Publishing certain publications and other communication tools in the languages

• 19/10/2016 > 12/02/2017 , 1000 Brussels – www.ing.be/

The Power of the Avantgarde © BOZAR

pare the work of European repred other abstract styles. Come and s European and American art from im.

•

gnage...

Belgium and in the various foreign markets: flags, roll-up, merchandising, siProducing promotional and welcome material for the activities carried out in

017 te-Catherine 44 Sint-KatelijneTue.>Sun 10:30 > 18:00; cl. on

al portrait of the Belgian capital and original creations by artists rent visions that define Brussel’s

•

hostels, reception centres and USE IT).

This exhibition presents a dialogue of contemporary works from two major artists of modern Belgian art: Walter Leblanc and Jef Verheyen. In very different styles, the two artists are devoted to exploring the optical effects of colour and light through the medium of paint.

Komplot - chaussée de Forest 90 Vorstsesteenweg, 1060 Brussels www.kmplt.be

tumn and Winter versions, distributed in Brussels in tourist accommodation,

ATHANASIOS ARGANIAS, HAROON MIRZA AROUND A HOUSE OF JEAN PROUVE • 25/10/2016 > 26/11/2016

me and Let’s meet brochures, seasonal event brochures (Spring, Summer, Au-

L JAPANESE PRINTS

•

JOHAN VAN MULLEM • 27/10/2016 > 22/01/2017 Museum of Ixelles - rue Jean Van Volsem 71 Jean Van Volsemstraat, 1050 Brussels - www.museedixelles.be - Tue.>Sun. 09:30>17:00, cl. on bank hol.

The subjects of Belgian artist Johan Van Mullem’s figurative paintings - often portraits and landscapes - tend to be distorted or obscured, but extremely expressive.

The Huffington Post has described his portraits as “windows into men’s souls, an exploration of the psyche”.

CAB - Contemporary Art Brussels -rue Borrens 32 Borrenstraat, 1050 Brussels - www.cab.be

Producing visit.brussels’ publications: regional plans and desk pads, Be.welco-

Cinquantenaire 10 Jubelpark, 9:30>17:00, Sat. & Sun. & bank

•

NOVEMBER

various departments of visit.brussels.

wns one of the finest collections s will be on exhibition in Belgium, s, samurai, Mount Fuji... Discover inspired the artists of the Land of

SEPT. OCT. NOV. 2016

be autumn be .brussels agenda

vitations etc.) in accordance with the region’s city marketing chartes, for the ICE CREAM. A MELTING STORY OF ICE CREAM • 27/10/2016 > 31/08/2017 Brussels Museum for Mill and Food - rue du Moulin à Vent 21 Windmolenstraat, 1140 Brussels - www.moulindevere.be - Wed.>Fri. 10:00>17:00, Sat.>Sun. 13:00>17:30, cl. on bank hol.

Embark on a fascinating journey around the world and through time. Discover the coldest recipe ever and do not miss the new exhibition ‘Ice Cream’!

SABENA. TRAVEL IN STYLE • 24/11/2016 > 10/09/2017 Atomium - square de l’Atomium Atomiumsquare, 1020 Brussels - www.atomium.be/expo - 10:00>18:00 The exhibition Travel in Style reproduces the full airline experience – check-in, boarding and the flight itself, and immerses the visitor in the enchanting world of SABENA, the Belgian World Airlines. The visitor will discover original objects, several scale airplane models, uniforms, posters, photos, movies and some gadgets and other souvenirs from private and public collections.

Producing communication tools and graphics (posters, ads, web banners, in-

> 05/03/2017 1000 Brussels - www.bozar.be -

g creative power of an artist’s exe sculptures in the exhibition inobjets d’art from Picasso’s private sonal aspect of the artist’s oeuvre.

BUT

ALSO

MIRA SANDERS - ‘INLAND VOYAGES IN AN INLAND VOYAGE’

JEAN-PIERRE BERTRAND - ‘HIATUS’• 22/10/2016 > 19/11/2016

Jean Van Volsemstraat, 1050 9:30>17:00, cl. on bank hol.

VAAST COLSON, LAUREAT BCC 2014 • 20/10/2016 > 04/12/2016 CENTRALE.box - Place Sainte-Catherine 44 Sint-Katelijneplein, 1000 Brussels - www.centrale.brussels

BLANC – JEF VERHEYEN

• 09/10/2016 > 18/12/2016 ARGOS, Centre for Art & Media - rue du Chantier 13 Werfstraat, 1000 Brussels - www.argosarts.org - Wed.>Sun. 11:00>18:00

> 22/01/2017 Jean Van Volsemstraat, 1050 9:30>17:00, cl. on bank hol. f the movement of lyrical abstrac-

•

Actions to be implemented FOCUS:

14 – 18

With its project managers and its designers, the Offline Communications department plays the role of communication agency and graphic studio for the various services of visit.brussels. Also, it ensures compliance of all communications of visit.brussels with the region’s city marketing charter.

HOUSES FOR HEROES 1915 – 1922 • till 25/09/2016 AAM - Archives d’Architecture Moderne CIVA - rue de l’Ermitage 55 Kluisstraat - 1050 Brussels - www.aam.be – Tue.>Fri. 12:00> 18:00, Sat.&Sun. 10:30>18:00 The exhibition presents original documents, models, drawings, prospects, posters, correspondence, and other contemporary objects from the collections of the Archives d’Architecture Moderne, commemorating the First World War. MINI-EUROPE REMEMBERS THE FIRST WORLD WAR • till 31/12/2018 Mini-Europe, Bruparck, 1020 Brussels - www.minieurope.eu - 09:30>18:00 Incorporating the lessons of history into a leisure activity, a remembrance trail will take visitors to 14 existing monuments associated with the First World War. In addition, Mini-Europe has opted for an original recreation of five battlefield cemeteries, and will present information about the consequences of WWI on the European Union.

PRACTICAL INFORMATION visit.brussels tourism offices:

@ Town Hall - Grand-Place / Grote Markt, 1000 Brussels @ BIP - rue Royale 2-4 Koningsstraat, 1000 Brussels > Check www.agenda.brussels for complete up-to-date information about Brussels’ cultural offerings. > Get your last minute tickets for shows and concerts on the day at half price from Tuesday to Saturday.

How? Online on www.arsene50.be from 14:00 till 17:30 or at the BIP desk - rue Royale 2-4 Koningsstraat from 12:30 till 17.30 > If you want to discover some hidden gems ask a greeter to show you around! It’s free! www.brusselsgreeters.be > Follow us on Facebook, Twitter, Instagram, Pinterest and Google+

2. To ensure the role of graphic studio and manage the production of communication tools for visit.brussels

Picasso Sculptures © BOZAR

CONGO ON THE YSER • 13/09/2016 > 23/09/2016 Maison du Peuple – Parvis de Saint-Gilles, 1610 Brussels This exhibition by the Veteran’s Institute tells the tale of the 32 Congolese soldiers who fought on the Yser Front during WWI.

Nocturnes des Sablons ukiyo-e © KMRAH

D-Festival

’14-’18, RUPTURE OR CONTINUITY ? • 29/09/2016 > 20/01/2017 Royal Museums of Fine Arts of Belgium - rue de la Régence 3 Regentschapsstraat, 1000 Brussels - www.fine-arts-museum.be - Tue.>Sun. 10:00>17:00 Examining Belgian art before and after WWI, this exhibition attempts to decipher the effect of the occupation and horrors of war on the blooming Belgian art scene of the turn of the century. The exhibition will host an international colloquium on 25 and 26 November that will focus on the topic.

> Looking for more kids & family activities? www.kidsgazette.be > 1 website, over 100 museums: www.brusselsmuseums.be > USE-IT desk: tourist info for young people Galerie Ravenstein 25, 1000 Brussels www.use-it.be/brussels

> Public transport & NOCTIS (These night buses criss-cross the whole of Brussels every Friday and Saturday until 03:00) www.stib.brussels > Rent a bike everywhere in the city: www.villo.be

> Looking for parties? Download the free B2N APP

Due to the altering nature of cultural activities, we cannot be held responsible for possible changes.

3. To manage and nurture the photo and video library of visit.brussels

Actions to be implemented: •

Managing the computer tool for putting a catalogue of royalty-free photos and videos online, in high definition, intended for tourism professionals and the press, for non- commercial use.

•

Making a new promotional film for the Brussels-Capital Region, as part of the new international image campaign (February-March 2017), and showing it as new themed films.

•

Taking new photos (summer 2017).

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In a society of image and new technologies, photos and videos are the key to effective communication. For this reason, visit.brussels is constantly updating its photo and video library, for various uses: illustrations for websites and brochures, visual hooks for posts on social networks, sales tools for presentations to professionals, material available to the press etc.

visit.brussels photoshoot Š Mathieu Golinvaux

BRUZZ bus at Hello Mixity

4. To promote and develop partnerships with the media for events produced by visit.brussels The Offline Communication department also functions as a communication agency for the visit. brussels Events department. As such, it carries out the graphic work and the offline communication plan for events (co-) produced by visit.brussels, and negotiates partnerships with the media.

In 2017, special attention will be paid to the promotion of the events related to the MIXITY.brussels 2017 themed year.

Actions to be implemented: •

Developing media campaigns for the various visit.brussels events (the Brussels Region Festival, the Comic Strip Festival, eat! BRUSSELS etc.) and for the MIXITY. brussels 2017 themed year.

•

Systematising the partnerships with the media for these events;

•

Managing banner campaigns.

BX1 live at Hello Mixity

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DIGITAL COMMUNICATION 1. To develop the visit.brussels website in six languages

The website will be available in six languages (French, Dutch, English, German, Spanish and Italian), in order to deploy the promotion missions of visit.brussels more widely at an international level.

These six languages will help reach a little over 2 billion individuals in the following markets: France, Belgium, Switzerland, the Netherlands, Germany, Austria, Italy, the United Kingdom, Ireland, the United States, Canada, India, Australia, Spain, Mexico, Central and South America.

Actions to be implemented: •

Adapting the back office to receive the information in these six languages (January 2017).

•

Integrating all of the content in the three main languages (French, Dutch, English).

•

Integrating the priority content in three other languages (German, Spanish, Italian): titles, articles, introductions of page lists, “musts”, practical information etc.

toda una

región por descubrir

Be.Welcome Brochure

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2. To develop a tool to ensure up-to-date and quality content on the websites and ensure sharing of information with other digital platforms.

The Digital Communication Department will ensure that visit.brussels is provided with a tool for the regular update of content on sites, to guarantee the reliability and quality of information offered. Based on new events (seasonal activities, shows etc) and new attractions (museums, tourist accommodation, restaurants etc), some content will be highlighted. Specific updates can be forwarded depending on the language or country of the user.

This service also allows our databases to be shared with other platforms sharing digital partners.

Actions to be implemented: •

Developing a system capable of making updates in all languages and easily usable by people who will make these updates.

•

Extending the accessibility of the content on events and places in our databases via an API (flow generation application) and integrating it onto an open platform data unique to the region within the BRIC (examples of current transfers: culture. be, arsene50.be, cultuurnet.be, uitinvlaanderen.be, pointculture.be, plurio.net, brusselsmuseums.be)

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3. To develop mini-sites for events and specific campaigns within the structure of visit.brussels

Each year, the Digital Communication department develops many sites and mini-sites in connection with temporary events. It is also working on continuous improvement of the existing sites, including addition of new features.

Exceptions related to special needs and current and future mini-sites will be integrated in the structure of the visit.brussels website. This way of proceeding helps optimise development site times, and offers users an ecosystem and a unified, clear and precise canvas.

Actions to be implemented: •

Developing

mini-sites

based

on internal or external requests (event-related or other). •

Establishing the schedule according to the projects of different departments and services, and integration everything into the structure of visit.brussels.

•

Setting up a unified canvas (including the briefing, the charter to be respected, the retroplanning etc.)

Mini site MIXITY

Mini Site Tram Experience

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in order to facilitate applications.

Comic Strip Festival mini-site

4. To improve the ranking of sites and increase the traffic they generate

The visit.brussels websites are some of the main sources of information and incentives for potential visitors to the Brussels-Capital Region. This is why great efforts will be made to increase the number of visitors and sessions, and increase the duration of the sessions.

The ambition for 2017 is to reach more than 6 million sessions on all of the visit.brussels sites. These sessions will be generated by different sources of “traffic”: SEO, paid campaigns, redirection from social networks or partner sites etc.

Actions to be implemented: •

Iimproving the SEO of the visit.brussels web sites, by applying “web writing” techniques.

•

Launching campaigns to reference the visit.brussels.be portal and all its satellite event locations – SEO (natural optimisation) and SEA (AdWords) campaign, seasonal campaigns – while ensuring that the timing of these campaigns follows the promotional plans of the various visit.brussels departments.

•

Setting up e-mailing campaigns with hyperlinks pointing to visit.brussels web pages.

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5. To upgrade the applications used for discovering the Brussels-Capital Region

Applications for discovering the region improve the experience of visiting it, by allowing their users to discover Brussels according to their desires and affinities. More satisfied users will convey a more positive image of the destination to their loved ones, who are also potential visitors.

These applications can also extend visitors’ discovery of the capital to less known and usually less frequented districts and places. This expansion of the scope of the visit meets the double objective that visit.brussels has set itself: to spread visitors all over the Brussels-Capital Region and encourage them to come back, to discover new places.

For all these reasons, visit.brussels intends to develop applications for discovery of the Brussels-Capital Region and exploit them more widely.

Actions to be implemented: •

Continuing

collaboration

with

Tales & Tours (thematic guides on smartphone). •

Conducting a study to develop a more powerful application, including the audio guides function.

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DIGITAL COMMUNICATION SOCIAL MEDIA 1. To make Brussels and what it has to offer more attractive via social media

In the tourism sector, the importance of social networks as vectors of communication and sharing is widely attested. For this reason, visit. brussels wants to reach over 400,000 fans and 3,000,000 engaged users in 2017, all social networks combined.

Actions to be implemented: •

Promoting Brussels and its offer (museums,

attractions,

events,

culture, gastronomy, etc.) in an attractive and engaging way, and to ensure daily follow-up on social networks (Facebook, Twitter, Instagram, Foursquare, YouTube, Dailymotion, Flickr, LinkedIn and Wiki). •

To conduct campaigns to increase the audience of visit.brussels on these social networks (Facebook adds, Twitter adds etc.).

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Hello Mixity

Instagrammers Night at the Belgian Comics Art Museum

2. To take action in collaboration with key influencers

Actions to be implemented: •

To increase and strengthen the actions with the key influencers in the field of social networks (Instagram users etc), mainly in collaboration with the Culture & City Life Department.

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COPYWRITING & TRANSLATIONS 1. To ensure the (re) writing and the main translations of visit.brussels

The Copywriting & Translations unit will be created in January 2017 as part of the Sales and Marketing department. It will manage the writing, rewriting and translation of the tourism content, essentially for visit. brussels website.

Actions to be implemented: •

Writing or rewriting texts in French or Dutch based on content provided by the Culture & City Life, Convention & Association and Events (or other) departments.

•

Taking responsibility for translations of the major texts written by visit.brussels. These translations will be carried out either in-house or through external translation agencies.



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Map desk pads

2. To develop the visit.brussels house style, which will provide the message and tone of the communication

In 2017, visit.brussels will implement a series of measures related to the form and content of its communication, in order to enhance its impact.

This will include improving the coherence of the writing style and the editorial line. All text communication will thus be written in a style that is modern, dynamic, accessible and friendly, in line with the specific features of regional identity (the Brussels DNA)and the branding that visit. brussels wants to convey. On a day-to-day basis, the Copywriting & Translations Department will ensure that the content on the visit.brussels web sites, which must be current, qualitative, in line with the expectations of visitors, engaging, and inspiring, is both relevant and accessible.

Actions to be implemented: •

Setting up an editorial calendar and an editorial committee to ensure effective and good- quality administration of applications, schedules, priorities and content (from January 2017);

•

Developing the editorial line and a style of writing “in tune with the times” and in line with the values, messages, and personality that visit.brussels wants to convey.

•

Adapting, simplifying and enriching the content according to its relevance, its contribution to making the destination attractive, or its added value for the visitor, including taking into account the post-attacks background.

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3. Increase SEO on the major search engines

Actions to be implemented: •

Applying the techniques of “web writing”, and to this end, training the editors of the visit.brussels websites;

•

Optimising the use of powerful tags.

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www.visit.brussels

SALES & PROMOTION In 2017, the Sales & Promotion department will see its mission expanded following the devolution of skills relating to the promotion of the Brussels-Capital Region in Belgium and abroad.

Campaigns launched by this department will mainly target the twelve priority markets of visit.brussels: Belgium, France, the United Kingdom, Germany, the Netherlands, Spain, Italy, the United States, Brazil, Russia, India and China. They will aim to position the Brussels Region as a destination for the organisation of meetings and congresses, and to ensure the growth of leisure tourism. These campaigns will be implemented in tandem with the affinity marketing strategy, which aims to reach members of the community of interest or identity communities, by highlighting Brussels’ strenghts for these communities. These campaigns should also take account of the specific features of the affinity communities (media, information and desired tone of communication etc).

In Brussels, 2017 will be the year of diversity. The Sales & Promotion department shall take specific campaigns to promote this thematic year and the events associated with it. These campaigns will seek to develop tourism throughout the year, in a planned manner, on the basis of relevant topics and news. Particular attention will be paid to the summer and winter seasons, which are relatively empty in terms of tourist visits.

The Sales & Promotion department will be mobilised throughout the year, focusing its communication on the various affinity themes. The year will also be punctuated by strong promotional periods for which the department will activate its various communication tools in a simultaneous, concerted and coherent way.

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SO C & W IAL M EB ED I SI TE A

E LIN

360°

COMMUNICATION

TRAVEL PROFESSIONALS

KI OO DB S AN ITE EL BS AV WE TR

NG

PR IV PA ATE R TN & P E RS UBL H IPS IC

PRESS & BLOGGERS

FF O & DIA N O ME

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To maximize the efficiency of its campaigns, the department will focus on digital communication tools, in line with the growing trend of tourists and professionals to inquire and book their holidays or meetings online. However, conventional communication channels (written press, broadcast media, fairs etc) will not be abandoned, but instead will be used more purposefully based on specific objectives.

Outside the national borders, tourism researchers will be responsible for establishing useful contacts with professionals in the sector. The department shall also work with the BIE and other organisations representing Brussels abroad as well as with sister tourist organisations.

All sales and promotion measures will be implemented in collaboration with other services of the Sales and Marketing department, as well as with the Association & Convention and Culture & City Life departments.

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1. Implementing campaigns aimed at the targeted public of the meeting industry

After the attacks, there is a need to reassure organisers of congresses and meetings and to increase the attractiveness of the Brussels-Capital Region, by highlighting its many advantages.

Specific sales and prospecting campaigns are intended to generate interesting requests operators (tourist accommodations, congress centres, venues and agencies etc) either through the Convention Bureau, or directly.

In this sector, the main targets are international associations, European institutions, multinational companies and Belgian and foreign companies.

Actions to be implemented: •

Ensuring the presence of visit.brussels at the ‘Meetings and Conventions’ shows

and

workshops, such as the international fairs IMEX (Frankfurt) and IBTM (Barcelona).

•

Developing their own events, mainly from the workshops.

•

Organising fam trips: welcoming groups of targeted ‘Meetings and Conventions’ clients in order to familiarise them with the offer of the Brussels-Capital Region.

•

Developing a toolkit for institutional and private partners.

Cocktail & Learn 2016

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2. Developing plans to promote “leisure”, in Belgium and abroad

When it comes to the field of leisure tourism, the Sales & Promotion teams intend to convince travel professionals to plan and highlight the Brussels destination. They also want to encourage tourists to choose the Bruxelles-Capital Region as a city trip destination city, for a ‘day trip’ or as part of a trip across Europe.

Actions to be implemented: •

Implementing actions and partnerships with national and international media, primarily online (www.brooklynvegan.com, tusdestinos.net,www.mylittlekids.fr…).

•

Launching promotional campaigns with travel and booking sites (expedia. com, tripadvisor. com, cityzapper.nl, marcopolo.de, easyvoyage.com etc).

•

Being involved in collaborations with carriers (airlines and rail, bus companies) and with airports.

•

Participing in trade shows and workshops for travel professionals of the trip, such as the international fairs WTM (London) and ITB (Berlin), and to develop its own events.

•

Organising training (fam trips) for “leisure” leads, such as tour operators and organisers specializing in themes focused strongly on Brussels.

•

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Organising “sales missions.”

visit.brussels stand display

Brussels Day in Tokyo

3. Building bridges between leisure tourism and business tourism

Not only are leisure tourism and business tourism complementary, but they can mutually reinforce each other. On the one hand, promotion of the “leisure” offer and the image of Brussels can contribute to the development of business tourism.

On the other hand, increasing numbers of professional visitors are likely to take advantage of a business trip to discover the offer “leisure” of their destination. This strong trend is known as “bleisure”, a new word derived from the contraction of ‘business’ and ‘leisure’.

Actions to be implemented: •

Promoting Brussels’ “lesure tourism” assets to “MICE” target audiences, in order to make Brussels more attractive for organising meetings and congresses.

•

Defining the creative concept for the international campaign on the Meetings and Congress communication tools (covering of stand used for trade shows, publications and invitations etc.).

visit.brussels workshop in Paris

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IMEX Frankfurt 2016 Stand

Batibouw stand

4. Bringing together actors in the field around common communication actions

In 2016, visit.brussels created two promotional partnerships platforms (PPP) dedicated to developing promotion of campaigns that pool public and private resources. The basic principle of co-financing is 50-50: actions are financed 50% by visit.brussels and 50% by operators wishing to participate in the campaign.

The first of these platforms is dedicated to the “Meetings and Conventions” sector, and the second to “Leisure”. The PPP’s campaigns are born of discussions conducted within task forces composed of operators elected by the sector they represent. A more comprehensive description of the PPP’s operation is available on request.

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Fairs and Workshops 2017 Action plan CITY/COUNTRY

DATE(S)

MEETINGS & CONGRESSES

LEISURE

JANUARY PCMA Convening Leaders

Austin (US)

08/01 - 11/01

X

BBT Online (PPP)

Brussels (BE)

09/01

X

FITUR

Madrid (ES)

18/01 - 20/01

X

Salon des vacances (B2C)

Brussels (BE)

02/02 - 05/02

X

Confec Red (PPP)

Venice (IT)

02/02 - 05/02

X

Meetings Space Spring (PPP)

TBC

23/02 - 25/02

X

Internationale Tourismus Börse (ITB)

Berlin (DE)

08/03 - 12/03

Brussels MICE Day

Brussels (BE)

23/03

X

M&I Forum Europe Spring (PPP)

Disneyland Paris (FR)

28/03 - 01/04

X

Dubaï (AE)

24/04 - 27/04

IMEX

Frankfurt (DE)

16/05 - 18/05

X

Workshop European Association Summit (EAS)

Brussels (BE)

22/05 - 23/05

X

The Meetings Show (PPP)

London (GB)

13/06 - 15/06

X

M&I Forum Europe Summer (PPP)

Seville (ES)

27/06 - 01/07

X

Workshop City Fair

London (GB)

TBC

Cvent Connect

Las Vegas (US)

TBC

Brussels Days

Berlin (DE)

TBC

FEBRUARY

MARCH X

APRIL Arabian Travel Market (ATM)

X

MAY

JUNE

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X X X

AUGUST ASAE Annual Meeting & Exposition

Toronto (CA)

12/08 - 15/08

X

Meetings Space Autumn (PPP)

TBC

28/09 - 30/09

X

Salon Réunir International (PPP

Paris (FR)

21/09 - 22/09

X

Las Vegas (US)

10/10 - 12/10

X

World Travel Market (WTM) (PPP)

London (GB)

06/11 - 08/11

MICE Place

Brussels (BE)

TBC

X

IBTM World

Barcelone (ES)

29/11- 30/11

X

Hollywood (US)

28/11 - 02/12

SEPTEMBER

OCTOBER IMEX America NOVEMBER X

DECEMBER USTOA Annual Meeting & Marketplace

X

The timetable of fairs and workshops is updated regularly and available on request. It will also be put online in 2017

IBTM 2015

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PRESS The press office team targets national and international media to promote the Brussels-Capital Region as a tourist destination.

To do this, it compiles press releases and press packs and organises press conferences or trips based on themes significant to the region related to cultural “leisure� events, conferences or news (opening of a Museum, a tourist accommodation etc). In 2017, events related to the MIXITY.brussels 2017 themed year will be honoured.

This service relies on a database of qualified journalists. The implementation of new the CRM in mid-2017 will facilitate targeting of journalists based on their speciality or affinity. Moreover, to enrich its contacts with the international press, the press department will seek assistance from the new visit.brussels overseas offices and will strengthen its partnerships with organisations representing Brussels abroad, including the IBE and its tourism partners.

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1. Developing press relations campaigns by sending press releases and press packs and organising press conferences and interviews To compile press packs that are relevant and rich in content, the Press department works closely with experts from the Culture & City Life and Convention & Association departments. It handles press relations for its own and co-produced events, as well as the general tourism and institutional communication issued by visit.brussels

Actions to be implemented: •

Developing the press database, to reach at least 4,000 contacts, and to optimise it by segmenting the journalists on the basis of their affinities and specialities (through the new CRM and as a support for tourism researchers).

•

Organising press conferences.

•

Writing multilingual communi-

Comic Strip Festival 2016 Press Conference

cation documents (invitations, press releases and press packs) destined for Belgian and foreign journalists; •

Responding to requests for information from journalists, and putting them in touch with the appropriate resources in Brussels.

Bright Winter 2016 Press Conference

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2. Organising national and international press trips for groups and individuals

Actions to be implemented: •

Inviting journalists specialising in leisure tourism or in congresses, or in connection with a future affinity theme in Brussels.

•

Organising the above-listed press trips (to which others will be added during the year).

•

Strengthening the ‘experience’ of journalists, with a real “immersion” in issues concerning them, in order to strengthen the link between these issues and the Brussels Region and make more people aware of it.

•

Highlighting the different districts of the Region within MIXITY.brussels 2017.

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Since the terrible attacks in March 2016, press trips are crucial for promoting the Brussels Region.

Journalists, indeed, are spokespeople and potential ambassadors for the destination, both to the general public and to more targeted audiences. For this reason, the Press department will mobilise external and internal experts to help journalists to broadcast attractive and carefully selected information to their readers, listeners or viewers.

Several of these trips are already planned for 2017, around the following themes: • Art Nouveau & Art Deco as part of the BANAD Festival (Brussels Art Nouveau & Art Deco Festival), in January/February 2017.

• Fashion and Design, as part of the opening of the MAD (new Centre for Fashion and Design), in February 2017, and Design September in September 2017.

• Contemporary art, as part of Art Brussels, in April 2017.

• Diversity (MIXITY.brussels 2017) and Europe, as part of the opening of the House of European history.

In 2017, the Press department aims to welcome more than 800 journalists to discover new tourist and cultural attractions in the region as well as “Leisure” and “Meetings & Conventions” events.

MIMA opening Press Trip

Youtubers Press Trip

3. Taking action with the key influencers

Obviously, bloggers and other key influencers have become major players regarding the sharing of information, travel stories or visual material.

They will therefore be the subject of particular interest and a specific approach.

Action to be implemented: •

Developing reactive and proactive actions to key influencers such as bloggers, keeping with the principles of affinity marketing and in close collaboration with the product experts in the departments concerned.

Kids Press Trip

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4. Keeping track of press actions

Actions to be implemented: •

Monitoring of press articles and collect press excerpts.

•

Analysing

the

press

using

a

monitoring system.

•

Conducting

press

reviews

to

inform the visit.brussels teams of the Brussels news published in the national press.

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Street Art Press Trip

TOURIST ATTACHES AND EXTERNAL AGENCIES ABROAD From January 2017, visit.brussels will have ‘ tourist attachés’ or external agencies within its priority markets (France, Germany, the United Kingdom, the Netherlands, Spain, Italy, the United States and the BRIC countries). This presence will facilitate interaction with local actors in tourism.

Depending directly on the headquarters in Brussels, tourist attachés and personnel from external agencies will run their missions under the guidance of the headquarters in Brussels, which will serve as support. They will work also with economic, diplomatic and tourist attachés in other areas to deal with certain common issues.

According to the specific features of different markets, tourist attachés and external agencies will prioritise either the Meetings & Conventions component, or the leisure component, or both. In France, the United Kingdom and Germany, therefore, the two sectors will be of equivalent interest. In the United States, in contrast, the Meetings & Conventions sector requires more attention than the leisure component. However, in the Netherlands, Spain and Italy, the leisure sector prevailed. Finally, within BRIC, the attention of tourism researchers and external agencies will focus on tour operators and travel agencies.

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BELGIUM | FRANCE | THE NETHERLANDS | GERMANY | THE UK | ITALY | SPAIN | THE USA | CHINA | INDIA | RUSSIA | BRAZIL

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1. Developing and maintaining a network of useful contacts with “Leisure” and “Meetings & Conventions” professionals, in their market Tourism researchers and external agencies establish and maintain links with the tourism professionals of the market in which they are located. Information about these potential business leads is transmitted to headquarters, via the visit.brussels CRM. Relationships are established by telephone or networking sessions (during fairs, events, conferences etc) or face- to-face. On the Meetings & Conventions market, these contacts target the PCO (Professional Conference Organisers) and “meeting planners” of the international associations or large private corporations; on the leisure market, contacts are established with tour operators, travel agents and online travel agencies.

Actions to be implemented: •

Building and maintaining a database of 500 to 1,000 qualified contacts (“Meetings & Conventions” and “Leisure”), and maintaining a relationship with each of them (at least one meeting or contact per year).

•

Organising at least one “Leisure” and “Meetings & Conventions” event allowing meetings with these market contacts.

•

Participating in tourist events (trade shows, fairs, conferences etc) in the relevant market, when they allow for meetings that are useful to the development of tourism in Brussels.

Workshop in Paris

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2. Developing and maintaining a network of useful contacts with the tourism press present in their market The tourism researchers and external agencies compile a list of journalists that may contribute to the promotion of the Brussels-Capital Region, by specifying the affinity themes that concern them: tourism, business, art and culture, gastronomy etc. The headquarters Press Office will rely on this list for sending press releases and invitations to press trips.

Actions to be implemented: •

Supplying and maintaining a database of journalists specialising in tourism within the various markets;

•

Qualifying the database based on the specialties and the affinities of the journalists.

Horta Press Trip

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3. Transmitting information about their market back to the visit. brussels headquarters, so as to optimise growth strategies and promotion campaigns in this market

Actions to be implemented: •

Providing

information

to

the

Sales & Marketing, Culture & City Life and Convention & Association departments, to optimise the action plans. •

Providing

information

to

the

headquarters in Brussels about trends, questions and opinions detected in the markets.

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MARKET INTELLIGENCE The Market Intelligence department’s mission is to improve the knowledge and understanding of the tourism sector (trends, clients etc.) both in the Brussels Region and internationally, in order to permanently improve the actions implemented by visit.brussels.

In 2017, this Market Intelligence Department will also be responsible for the development of a new CRM tool, allowing for more efficient and better targeted promotion.

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1. Developing knowledge and understanding of tourism in general, and more specifically in the Brussels Region and on the priority markets

Actions to be implemented: •

•

Establishing statistical exchanges

•

E nsuring the publication and dis-

with various tourism partners and

closure of monthly barometers

the experts in the areas covered by

(tourist accommodation barometer,

the department and the sector as a

night-stays barometer, barometer of

whole, represented by its professio-

museums and attractions, barome-

nal organisations.

ter of Industry Meetings) and the

Acquiring information on the tou-

annual report of the Observatory of

rism sector, on both the Belgian and

Tourism in Brussels.

international market, and on identified priority communities (data and studies by the WTO and other international bodies, data from museums and attractions, MkG Hospitality etc.).

•

Analysing attendance of 50 events a year, including the origin of visitors, based on GSM connections.

•

Using European benchmarking and actively participating in the ECM working groups.

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2. Developing knowledge about the affinity communities and topics of significance for the Brussels-Capital Region The Market Intelligence department has compiled a first draft census of the affinity macro-communities that are potential targets for the promotion of the Brussels Region. For each one, it has identified the most interesting products and media for reaching them: Fans of “contemporary culture”: • Interesting products: contemporary art, contemporary dance, ‘trend’ restaurants and cafes, concerts, exhibitions, modern architecture, modern or characterful tourist accommodations, photography etc.

• Media: The Inrocks (France), L’Incontournable (Lyon), Kostar (Nantes), Culture au Quai (Paris) etc.

Fans of “classic culture”: • Interesting products: Art Nouveau and Art Deco, Royal Fine Arts Museums, opera, ‘historical’ cafes and gourmet restaurants, tourist accommodation of charm, classical concerts, historical heritage etc.

• Media: France Culture etc Families with children: • Interesting products: attractions, museums with specific offers for children, cartoons, ‘fun’ restaurants, tourist accommodation with family rooms etc.

• Media: Bidouilles, My Little Kids, Kidsgazette, Le Ligueur / De Bond etc.

Trends & lifestyle lovers: • Interesting products: Trendy shopping, vintage, fashion & design, trendy hotels, lounge bars & design restaurants...

• Media: Instagrammers & bloggers, trend setters etc.

Action to be implemented: •

Continuing and refine the identification of the main affinity communities, and characterising them using specific fact sheets.

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3. Monitoring and improving both quality and supply

Actions to be implemented: •

Continuously measuring the quality of the destination, using satisfaction studies and qualitative barometers.

•

Developing a new reliable monitoring tool for introducing a program to improve the quality of tourism.

•

Dealing with all complaints expressed via the on-line questionnaire, the welcome desks or the website, to provide the interface

Brussels Quality academy

between the visitors and partners and inform the official authorities if necessary.

•

Communicating the results of the satisfaction studies to partners.

•

Developing awareness and training sessions for tourism actors in Brussels.

Brussels Quality academy

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4. Developing a new high-performance CRM After ten years of using Efficy CRM, visit.brussels has now decided to use Microsoft Dynamics CRM, which fits perfectly with the Office Suite tools. This new CRM meets the expectations of users in terms of usability. Moreover, it is easily customisable and can meet the specific needs of the sector.

Actions to be implemented: •

•

qualitative monitoring of applica-

sels, in order to improve the ef-

tions with visit.brussels and to

fectiveness of the various actions

allow better sharing of informa-

(phase started in 2016).

tion between the different teams.

Integrating the various sources

Developing efficient e-mailing tools targeted towards the sector

in order to ensure a complete and

and the clients and partners of

correct view of the information,

visit.brussels, and to follow the

including history (Box Office, BIP

preferences of the recipients with

rental, monitoring of “Meetings &

respect for current legislation

Conventions” and “Trade” oppor-

and users’ wishes.

Gradually putting in place the new CRM, by prioritising BtoB data (Meetings & Conventions, Trade, Press, Internal Sales and Brussels Tourism Sector).

•

•

of data available to visit.brussels

tunities etc.).

•

cesses, so that the CRM can help

Analysing the needs of visit.brus-

Analysing each user team’s pro-

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events & fairs

WHAT’S NEW FOR 2017

• Organisation of MIXITY. Brussels 2017, the themed year celebrating diversity.

• Organisation of the 2017 World League Hockey.

• Organisation of the 2017 Bright Brussels Festival.

• Organisation of Bright Brussels Winter, the end-of-year light competition.

• Production of the Brussels Presence at fairs, in Belgium and abroad.

• Preparation of the year dedicated to contemporary art.

• Preparation of the 2030 Brussels bid for European capital of culture.

MISSIONS

Through the Events & Fairs department, visit.brussels produces and co-produces events designed to strengthen the image of the Brussels Region. These are directly related to the affinity themes developed by the Culture and City Life department: comic strips, heritage, gastronomy, geek & pop culture...

To strengthen the awareness of these events, the Events & Fairs team strives to:

• Internationalise them to achieve a foreign audience of 20%. This target,

•

• • •

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set in 2016, is already largely achieved for the comic strip festival (26% were foreign tourists and 26% were Belgian tourists from outside Brussels) and the Eat! Brussels Festival (42% were foreign tourists and 24% were Belgian tourists from outside Brussels).

Develop strong brands intrinsically connected to Brussels and clearly identifiable by the Belgian and foreign target audiences, like the eegion’s three flagship events the Brussels Region Festival, the Comic Strip Festival, and eat!BRUSSELS drink!BORDEAUX. The marketing work based on the image of these three events will also be applied to new events, responsibility for which is entrusted to visit.brussels.

Develop the hosting at events for the ambassadors of the destination; Promote tourism through events, by making them showcases for the affinity marketing policy, in close consultation with the Culture and City Life department; Develop awareness of existing events organised by other Brussels structures, by providing material and financial resources (co-production) and/or advice.

The Events & Fairs department also intends to ensure the presence of the Brussels-Capital Region at fairs, both in Belgium and abroad. To do this, it is working to:

• Develop an integrated policy to ensure the presence of Brussels at shows

•

for both the general public and professionals, both in Belgium and abroad, via the regional brand itself or via the visit.brussels brand. This objective derives from the resumption of management of several shows by the Events department; Apply this method to other event operations abroad, whether recurring or one-off: Brussels Day, State visits etc. To do this, visit.brussels promotes co-operation with other regional operators.

visit.brussels also co-produces the Brussels Days, an operation designed to attract visitors and to strengthen the position of Brussels on the international scene. For this occasion, tourism sector actors from the Brussels region will travel to major international capitals, to meet with their potential customers.

In this framework, the Events & Fairs department and its partners intend to organise a BtoB leisure/meeting workshop, invest events, networking events etc.

Finally, the Events & Fairs team is also responsible for coordinating the tourism themed years. As such, it must:

• Work on the strategy of this policy for the coming years.

• Build on the achievements of previous themed years.

Brussels Region Festival 2016

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145

EVENTS 1. The Brussels Region Festival production

Held since 2005, the Brussels Region Festival has emerged as a flagship of the Brussels cultural and festive events timetable. Its growing reputation is driven by the work done in terms of brand marketing. In the last two productions, more than 100,000 people attended, all activities combined.

The event is centred around 8 May, date of the Festival of the Brussels-Capital Region, and lasts the whole weekend. On Saturday and Sunday, the Place des Palais hosts concerts. On Sunday, during the day, a hundred artists and associations, mainly from Brussels, perform on themed spaces as part of the “Street Party”. The Brussels Parliament organises its “Open House” day and offers entertainment in its recently renovated garden for the occasion.

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Brussels Region Festival Electro Night - Kid Noize

Indiscipline 2016 in Paris ŠFabrice Gentile

2. The Brussels Region Festival abroad: contemporary dance in Berlin

Each year, in a bid to internationalise the Brussels Region Festival, a teaser for the event is organised in a foreign city. In 2016, the Brussels Region Festival travelled to the Palais de Tokyo, Paris.

Given the success of this first edition, dedicated to contemporary art, the experience will be renewed in 2017, in Berlin, around contemporary dance.

co-production

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149

3. The Brussels Region Festival Brussels Welcome Weekend co-production

St Gilles City Hall

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The Brussels Welcome Weekend encourages the discovery of Brussels neighbourhoods as well as the hidden and unusual riches of the region’s municipalities off the beaten track. The event is organised in partnership with Atrium, the HoReCa Federation, the BHA and the greeters.

From 2016 onwards, visit.brussels and its main partner, WindBag, have decided to highlight a different area for each edition. This approach facilitates the participation of the inhabitants, who are not required to invest each year, and of the visitors, who benefit from a concentration of discoveries in a limited area.

4. The Brussels Region Festival Food Truck Festival

Since 2014, visit.brussels has been in charge of the organisational support and communication of the largest food truck festival in the world.

In 2017, this extraordinary gourmet journey will cover nearly a kilometre in the royal district.

co-production

Food Truck Festival

Food Truck Festival

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5. Belgian Pride co-production

Belgian Pride 2016

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In almost twenty years, Belgian Pride has become a leading event in the capital and now attracts 60,000 to 100,000 people. As co-organiser of the event, with the non-profit organisation Belgian Pride ASBL, visit.brussels promotes the participation of international floats but also takes care of security, logistics and cleanliness issues.

Belgian Pride 2016

6. World League Hockey 2017 co-production

To promote the Brussels-Capital Region and convey the image of a young and dynamic capital, there is nothing better than a great sporting event. And to generate excitement, there is nothing like hockey! This discipline is particularly in vogue since the Belgian men’s hockey team won silver at the Rio Olympics.

In June 2017, the hockey club La Rasante will host the women’s World League Hockey competition.

After having supported the Woluwe-Saint-Lambert club’s bid to host the event, visit.brussels will take more responsibility for the following aspects, in the context of the event itself: communication, ticketing, technical facilities, creation of tourist packages centred on the competition, entertainment planning, security, booking of tourist accommodation, and steps to obtain permits relating to event security (police, fire fighters etc).

R E P L AY O LY M P I C F I N A L

HOCKEY BELGIUM ARGENTINA

Belgium - Argentina 2016 campaign

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7. The Comic Strip Festival production

The Comic Strip Festival is an unparalleled success. In 2016, the event attracted some 90,000 people, amateurs and professionals alike, in a friendly atmosphere, around a theme that Brussels holds clear : the comic strip.

Of course Brussels is the perfect setting for the organisation of this popular celebration, which can become even better known. To do this, several courses of action are being considered:

• Partial or complete relocation to a convention centre.

• Development of the professional component (conferences, meetings, private events).

• Organisation of a genuine Brussels awards ceremony, dedicated to the ninth art.

• Contributions from new private sponsors to strengthen the event program.

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155

Eat ! BRUSSELS, drink ! BORDEAUX

8. Eat !

BRUSSELS, drink !

BORDEAUX production

With eat! BRUSSELS, drink! BORDEAUX, Brussels’ gastronomy is the life of the party. In 2017, the festival will offer visitors a plethora of culinary discoveries from all five continents, reflecting the cosmopolitan nature of the capital.

About 20 chefs, eight regions invited by the Brussels regional public service, fifty winemakers from Bordeaux and several culinary artisans will show off their talent and know-how in the rural setting of the Parc de Bruxelles.

FREE ENTRANCE

08 > 11 09 2016 brussels restaurants festival

parc de bruxelles

www.eat.brussels

BUY YOUR PASS NOW

Eat ! BRUSSELS, drink ! BORDEAUX

Eat ! BRUSSELS, drink ! BORDEAUX

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9. Saint-Nicholas production

Every year, at the beginning of December, the patron saint of children visits the capital. In 2017, he will arrive by boat at the Quai des PĂŠniches, and not less than forty classes of small Brussels citizens will be waiting impatiently for him.

Programme: snack, hot chocolate, face painting, wooden games, children’s stories, and of course present giving. All under a big marquee! In 2016, more than 1,000 children from Brussels schools benefited from this 100% free event.

Saint -Nicholas 2016

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10. Bright Brussels Festival production

For four days in early February, Brussels’ canal will be illuminated all along the Quai des Péniches and the Avenue du Port, not far from Tour & Taxis and the future Museum of Modern and Contemporary Art. This light festival, last shown in 2013, will propose a series of illuminations highlighting the rich industrial and architectural heritage of this area in transformation.

For oneoccasion, Brussels Mobility, Brussels’ public mobility service, will inaugurate the lighting of a new area in the heart of the capital, that will stay beyond the event. This event, first planned for November 2016, was postponed in order to strengthen the tourist offer of the beginning of the year, a relatively quiet period in the Brussels agenda.

FESTIVAL

Poster 2016

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159

02/12 > 05/02

PARCOURS LUMIÈRE SUR LA PETITE CEINTURE DE BRUXELLES

LICHTPARCOURS KLEINE RING BRUSSEL

www.bright.brussels

Poster 2016

11. Bright Brussels Winter production

Place Rogier, Le Botanique, Place Barricades, Luxembourg square, the Porte de Namur, the Porte de Hal, the Porte de Flandre, along with many sites along the Brussels inner ring road, will host light art installations created by international artists, from the end of November to the beginning of February.

Initiated by the Minister of Mobility for Brussels-Capital Region, these ephemeral lights will warm the atmosphere and brighten the eyes at the beginning of winter. The goal? To stimulate meetings and exchanges between residents, to turn these public spaces into real life places. 2017 will mark the third edition of this event.

Bright - Place Sainctelette

Bright -Porte de Namur

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12. visit.brussels Awards production

visit.brussels Awards 2016

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The visit.brussels Awards ceremony is the unmissable awards night of the Brussels tourism sector. Each year visit.brussels rewards the best tourism initiatives contributing to the worldwide renown of the region and to the improvement of the quality of the reception given to visitors.

2016 Trophy © Alexandre Bibaut

Winter Wonders 2016

13. Co-productions and partnerships

visit.brussels’ partnership and event co-production policy helps increase the international influence of certain events that are within the priority themes of Brussels but do not yet receive the necessary financial means and structures.

These events will be supported and guided in their growth, through provision of personnel, use of the Box Office and the strengthening of communication campaigns. The Brussels Art Nouveau and Art Deco Festival, Belgian Pride, Bruxelles Champêtre - Landelijk Brussel or Winter Wonders will be among those that receive this welcome boost.

Art nouveau & Art déco biennale

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165

FAIRS a Brussels Presence production

In 2017, as a result of the regionalisation of tourism, visit.brussels’ skills are being extended.

The Events & Fairs department is now responsible for overseeing these fairs, which come in three main types: • Tourism trade shows, such as IBTM, Europe IMEX, IMEX America, ITB and WTM. • The consumer shows in Belgium, such as Batibouw, the holiday fair and the book fair.

• Non-tourism trade shows that however require specific management because of the Brussels image that they convey, such as MIPIM, MAPIC, Realty, Seafood and Labelexpo.

With its new skills, the Events & Fairs department plans to offer a carefully constructed Brussels image through the fairs for which management is entrusted to it, and if possible make significant savings. Ultimately the goal is to offer a standard and message valid for all shows, regardless of their public and their locations.

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& fairs

Batibouw 2016

TOURISM’S THEMED YEARS 1. MIXITY.brussels 2017,the year of diversity in Brussels production

The second most cosmopolitan city in the world and Europe’s first city, Brussels is home to a population half of which has its roots outside the national borders: 183 nationalities mix here daily and its public places resonate with a variety of languages. This multicultural mixture and complex hybridisation create a regional identity within which a “typical Brussels inhabitant” is an empty concept.

Moreover, Brussels diversity is not only a question of nationality, by any means! Known for its open-mindedness, Brussels is also respectful of sexual orientations. The LGBT community has full freedom of expression here. Accessibility for persons with reduced mobility, plus a meeting of all different faiths and generations, make this a genuine meeting place for all. This perfectly formed melting pot is a true regional pride, which visit. brussels intends to celebrate for a whole year.

Every month, major events will highlight the MIXITY.brussels 2017 themed year, offering a variety of views on the diversity, whether cultural, religious, sexual, historical, or artistic. The first of these events, “HELLO MIXITY”, held in September 2016, provided a taste of this rich and promising programme.

Hello Mixity Concert

168 events

& fairs

MIXITY SINGS (mid April - end June 2017) In spring 2017, voices from all walks of life will begin in unison to adapt a common musical voice. Drawn from professional and amateur choirs, they will be in the spotlight as part of the 2017 Brussels Region Festival.

MIXITY WALL (April - June 2017) As part of this event, eight Brussels municipalities will serve as the backdrop for eight frescoes dedicated to the theme of diversity.

MIXITY AWARDS (May 2017) This contest will allow associations active in the field of diversity to win a prize, on the basis of packs they submitted in 2016.

MIXITY HIP-HOP (summer 2017) The richness of the Brussels hip-hop scene will be in the spotlight in summer 2017: an exhibition at BOZAR, activities and shows in the Mont des Arts District and in different municipalities. MIXITY HIP-HOP will rock the capital!

MIXITY 183 (summer and autumn 2017) MIXITY 183 is a temporary mobile construction that will adorn various sites in the capital for two months. An artistic monument, with a “Zinneke” character! On its base: messages, portraits, campaigns aimed at passers-by and items of curiousity, to highlight the 183 nationalities in our Region.

MIXITY TRAM (for the reopening of the Museum for Central Africa) Line 44, created on 19 April, 1968, connects Montgomery to the Royal Museum for Central Africa. Its route, which crosses the Sonian Forest, makes it one of the most beautiful tramlines on the Brussels network. In partnership with STIB, a tourist tram tracing the history of diversity in Brussels will be put into circulation. In the time taken to travel to the Royal Museum for Central Africa, the route of the tram 44 will be enriched and will discover the history of the two communities - from Europe via Africa – and that of immigration. A unique digital journey through our diversity!

events & fairs

169

2. The year of contemporary art

Coming Museum of Modern & Contemporary Art

170 events

& fairs

Selected by the Brussels Government to accompany the opening of the Brussels Museum of Modern and Contemporary Art, this topic will be in the spotlight before the end of the legislature.

3. Brussels 2030, European Capital of Culture

This nomination was announced by the Brussels Government in September 2016. visit.Brussels will be involved in its preparatory phase.

projet

events & fairs

171

Finance & Operating

WHAT’S NEW FOR 2017

MISSIONS

174 finance &

operating

• • • •

To formalise internal control procedures.

To establish a company travel plan.

To establish a comprehensive action plan for prevention and safety.

To review the ticketing system.

The missions of the Finance & Operating department include: • Provision of basic administrative services to the whole of the company (finance, human resources, internal control, IT, logistical support and governance).

• Use of visit.brussels’ resources in order to promote the image of Brussels.

INTERNAL CONTROL SERVICE: LEGAL, PURCHASING, COMMITMENT AND LIQUIDATION In view of the size of the structure, the department has introduced an internal control department, both for auditing the budgets and for monitoring of public procurement and legal supervision of all contracts.

In order to respect the rules of the OOBCC, a purchasing department has been established. It centralises all of the association’s expense claims requests and guarantees strict observance of procurement procedures award of contracts and regional accounting rules. In addition, it checks the available budget.

Once the contract is awarded, the onus is on the authorising officer for expenditure to validate the expenditure. This officer shall make accounting commitments and validate accruals. The controller of commitments and liquidations checks that the commitments from the budget do not exceed commitment credits. Furthermore, he monitors and stamps the notification of approvals of contracts and contracts for works and supplies of goods or services, as well as grant applications, before these are notified.

The invoice approval process within visit.brussels follows the following sequence: the accounting department receives the invoice and scans it.

The invoice must be approved first by the Manager, then by the Director.

The accounting department posts the invoice in SAP, in accordance with purchase orders or commitments. The invoice is then submitted for approval by the authorising officer and the controller of commitments and liquidations. As soon as this process is completed, the invoice can be paid by the liquidator.

When a payment must be made outside the invoice approval process (down payment, rent, contract, advance, deposit, salary etc), a payment request document is established. This document then follows the same approval process. However, it does not necessarily need to be recorded in the accounting system.

Action to be implemented: •

Maintaining and strengthening financial and legal control and compliance with public procurement procedures. finance & operating

175

HUMAN RESOURCES visit.brussels continues its policy of human resource development through regular and systematic evaluations, training for all staff, and special attention paid to the quality of life, well-being and diversity in the workplace.

Moreover, visit.brussels is committed to employing Brussels youth, including by working with hotel management schools at certain events. It is also working to provide jobs for people in precarious work situations.

Actions to be implemented: •

Ensuring a better quality of life at work for all staff.

•

Ensuring access to training for all members of staff (on average 5 days of training per worker will be offered annually, with a minimum of 1 day given).

•

Establishing a comprehensive prevention and safety action plan.

•

Establishing a company travel plan.

•

Renewing staff confidence;

•

Scheduling

assessment

inter-

views for departmental heads.

Team Building 2016

176 finance &

operating

IT Every three years, visit.brussels will renew all its computer equipment, while remaining attentive to technological advances. The goal is to deploy tools for greater efficiency and more flexibility in employees’ work.

Actions to be implemented: •

Systematising the procedures in order to simplify the administrative work of other services.

•

Computerising the whole of the administrative authority and visit.brussels.

ACCOUNTING The accounting department keeps track of accounts, both at the regional and at general level.

Actions to be implemented: •

Ensuring a consistent accounting for commitments.

•

Continuing the transition to SAP, and integrate the regional model.

•

Establishing a reporting system from the SAP tools.

finance & operating

177

OPERATION The operation of visit.brussels are based on public subsidies (80%), and a portion of its own revenue (20%). This revenue is generated by the BIP, the Tram Experience and various sales departments, which must be managed independently of the promotion of the destination.

An internal trade department is responsible for management of ticket offices sales, advertising space receipt and operations (BIP, Tram Experience, the catering offer at major events and internal events). visit.brussels intends to make the BIP a real “House of the Region”, with development of an event programme connected to the affinity marketing policy, a seminar offer in response to speakers’ needs, and a catering offer representative of the quality of Brussels cuisine.

Actions to be implemented: •

Developing a policy for clean operation with the BIP and Tram Experience and promoting the image of Brussels through them;

•

Animating the BIP and increasing awareness of it with the Brussels, Belgian and international public.

•

To establish the Tram Experience as the emblem of the Brussels gastronomy.

•

Increasing corporate sales.

•

Expanding the number of public events taking place at the BIP.

•

Establishing the BIP as “House of the Region”.

•

Creating collaboration between the events unfolding at the BIP and public events in Brussels.

178 finance &

operating

Arsène 50

Box Office

Location du BIP

Actions to be implemented:

Actions to be implemented:

Actions to be implemented:

•

Developing a responsive web site

Increasing in use of the “Maison

ments through a smartphone or

facilitate the sale by more “small”

corporate audience to ensure its

tablet.

operators.

mission of spreading the image of

Producing new flyers.

Reaching new customers, with special attention paid to children.

• •

Increasing subscriptions to the Building loyalty and increasing

Developing partnerships with cultural sites for the resale of tickets.

newsletter.

•

•

Bruxelloise” with emphasis on the

•

•

Merging the administration of Arsène 50 and Box Office in order to

•

•

•

allowing use, bookings and pay-

Brussels to companies •

Simplifying the interface of sales at

buildings complex, adaptating and

the desk, by standardising it with

creating a means of communica-

the Arsène 50 sale interface.

•

Changing the names of the BIP

Selling the ticketing solution to

Developing of the internal catering

our partners and offering more

cultural

(museums,

service with new menu proposals

concerts and cinemas.

theatres) or private operators (Cho-

and partnerships with certain cate-

Developing promotion of the device via social media.

operators

tion.

•

colate Fair, sports events...).

•

Customizing the administration of

rers.

•

Developing complementarity with

•

Reaching 30.000 sales per year.

the Box Office to facilitate sales of

Tram Experience (meetings and

•

Integrating Arsène 50 into opera-

guided tours.

gourmet dinners).

tors’ ticketing software.

•

Selling 150,000 tickets per year.

•

Defining ticketing needs internal

exceptional space for target corpo-

and external to visit.brussels in or-

rations.

der to prepare terms of reference for

•

•

Developing of the Ticket Hall as an

Standardising tariff rules

the research of new software.

•

Choosing the new ticketing software (in lieu of Box Office and eventually of the Arsene 50 software).

•

Developing of middleware (software) that can communicate with the different ticket offices of cultural venues in Brussels.

finance & operating

179

The Dressing Room

Frunch

Brussels Region Festival

‘The Dressing Room’ is a project born of

Since 2014, the Frunch (a contraction

As part of the Brussels Region Festival,

the collaboration between the BIP and

of “Friday” and “Lunch”) has been a

the BIP’s courtyard hosts various acti-

the organisers of the Brussels Vintage

must-visit location for gourmet street

vities and shows as well as workshops

Market. It is designed to encourage

food. Every Friday lunchtime, between

aimed at families, in collaboration with

purchases of second-hand clothing

April and September, the BIP’s cour-

the “Heritage on Wheels” non-profit or-

and accessories, to combat the mass

tyard becomes a user-friendly summer

ganisation. For the 2017 edition, better

consumption of the textile industry

terrace, welcoming food trucks, a DJ,

integration with the Brussels Region

and... get your hands on some bargains!

a ping-pong table, and a football table.

Festival will be sought.

The Frunch attracts both tourists and ‘The Dressing Room’ is therefore, like

workers from the surrounding area

a giant clothes exchange, bringing to-

looking for a moment of relaxation.

gether more than forty small temporary shops. It is owned at both “fashionistas”

In 2017, several ways of boosting the

and anyone wishing to renew their war-

concept are being considered. The

drobe responsibly and less expensively.

Frunch could extend over a corner of Place Royale to accommodate more food trucks. Sponsors could be approached to improve profitability, and the Frunch could be organised in collaboration with major Brussels events (the Brussels Region Festival, BSF, Brussels Pride etc).

180 finance &

operating

Frunch 2016

Resto National

Belgian National Day

Brussels Design September

Resto national

For the Belgian National Day, the BIP

During Brussels Design September, the

What better way to celebrate Belgian

organises free activities for a family au-

Ticket Hall houses an exhibition dedi-

National Day than with giant mussels

dience. The BIP welcomes a large num-

cated to a Belgian designer. In addition,

and chips? Resto National is a popu-

ber of wood games and a food truck for

as part of this festival (a must for de-

lar event organized on 21 July on the

the occasion.

sign enthusiasts), the BIP turns into a

famous Place du Jeu de Balle, which

central information point.

annually hosts the national dance.

finance & operating

183

Tram Experience

The flagship project of Brusselicious, Tram Experience continues to roam through Brussels, more attractive and delicious than ever, riding on a wave of consistent popularity since 2012. For its sixth edition, in 2017, the event will put Brussels’ gastronomy in the spotlight: guests will be delighted with dishes cooked by several of the capital’s leading chefs, who will combine their expertise to the delight of the diners.

Various promotional activities will be carried out in order to extend awareness within Belgian companies and international tour operators.

Tram Experience

184 finance &

operating

Tram Experience

ADVERTISING Map desk pads

Let’s Meet

Voucher books

visit.brussels’ handy map desk pads,

10,000 copies of the Let’s Meet in Brus-

5,000 copies of the “Winter in Brus-

of which a million copies have been

sels brochure have been printed and

sels” booklet have been printed and

printed, is free at various reception

distributed free of charge, including to

are sold by certain tourist accommoda-

points and in tourist accommodation

congress organisers. It also contributes

tion options and offices.

and hostels. The sale of advertising

to the association’s budget through the

space ensures revenue fot the associa-

sale of advertising space. Moreover, it

10,000 copies of the Congress book-

tion.

increases the visibility of the visit.brus-

let have been printed and distributed to

sels website.

meetings participants.

They also contribute to the association’s budget, through the sale of advertising space.

be winter be .brussels

enjoy brussels ! vouchers & more winter 2016-17

Carnet Vouchers Winter 2016

186 finance &

operating

visit.brussels TV

Partnerships and sponsors

Advertising agency

visit.brussels TV is a television chan-

This field involves:

This

nel broadcast in tourist accommodation

•

department

ensures

the

Developing a interdepartmental

development

in Brussels, youth hostels and our re-

policy for the sponsorship of visit.

management tool for visit.brussels

ception points.

brussels campaigns and events, in

websites.

of

an

advertising

order to increase its means of acIt offers quality information based on the pillars of communication to tourists.

tion.

•

Creating opportunities for bu-

It also contributes to the association’s

siness partners in visit.brussels

budget through the sale of advertising

campaigns and events, e.g. visibi-

space.

lity in our media tools, hospitality invitations.

•

Developing presentation pads as prospecting tools.

visit.brussels TV

finance & operating

187

Atomium

Box Office

Arsène 50

Atomium Ticket Office

This ticketing platform enables the

This last minute ticketing system of-

It is up to department:

direct sale of tickets on the visit.

fers tickets at half their regular price,

•

brussels and agenda.brussels websites

for all types of cultural events. The sale

as well as at reception offices. It

takes place online (www.arsene50.be)

concerns both visit.brussels events

or at the visit.brussels reception desk

and external events.

in the BIP.

To ensure the sale of tickets via the visit.brussels and agenda.brussels websites.

•

To produce statistics and sales reports, thus ensuring technical management, monitoring and maintenance. Depending on the progress of its operation, we will analyse the possibility of extending this service to other institutions.

finance & operating

189

LOGISTICS This interdepartmental unit covers logistics and delivery fot: • The Welcome service: brochures etc.

• The Convention & Association department: logistics at trade shows.

• The BIP: the set up of seminar rooms.

• All departments: logistics at large and small events.

CATERING This interdepartmental unit provides gourmet promotion for visit.brussels and Brussels gastronomy through: • The BIP: catering services for companies at seminars.

• Exhibitions abroad.

• Small events & press conferences ordered by the departments of visit.brussels.

• Events organised within the BIP. • Major events organised by visit.brussels.

Tram Experience

190 finance &

operating

GENERAL To increase its international visibility and expand its network of contacts, visit.brussels is affiliated to:

• • • • • • • • • • • • • • • • •

AFCI (Association of Film Commissioners International) ARGUIDE (The Arrival Guides) BECI (Brussels Enterprises Commerce and Industry) ECM (European Cities Marketing) ESAE (European Society of Association Executives) ETOA (European TourismAssociation) EUFCN (European Film Commissions Network) GSTC (Global Sustainable Tourism Council) ICCA (International Congress & Convention Association) ICTP (International Coalition of Tourism Partners) IGLTA (International Gay & Lesbian Travel Association) MPI (Meeting Professionals International) RDA (Internationaler Bustouristik Verband e.V - Delight Network) TAKTIK (Defiris Annual Fee - WEB) UIA (Union of International Associations) UB & BV (Belgian Union of Cinema and Audiovisual Providers) USTOA (United States Tour Operators Association).

BRUXELLES ENVIRONNEMENT

ENTREPRISE YNAMIQUE E C O DDYNAMISCHE

ONDERNEMING LEEFMILIEU BRUSSEL

label 2016 - 2019

visit.brussels has been an ecodynamic association since 2012

E.R. / V.U. : P. BONTINCK - visit.brussels, RUE ROYALE / KONINGSSTRAAT, 2-4 - 1000 BRUXELLES / BRUSSEL