In short
Following an intensive strategic trajectory to rebrand Blankenberge, we partnered with the city to launch a fresh summer concept: ‘Zomer aan de Pier’ (Summer at the Pier). From naming to branding and communication strategy, we crafted a campaign designed to reshape the city’s image as a welcoming destination. The Belgium Pier, a unique landmark on the European mainland, became the centerpiece of a summer-long celebration.
The challenge
Blankenberge needed to transform its perception. The challenge was to craft a campaign that balanced local charm with broad appeal, attracting both residents and visitors. ‘Summer at the Pier’ aimed to emphasize the city’s unique assets while drawing attention away from existing stereotypes.
The insight
By focusing on the Belgium Pier as a symbol of Blankenberge’s heritage and potential, we created a campaign that resonated beyond the city’s borders. The decision to exclude the city’s name in the branding helped appeal to a more diverse audience, breaking down preconceptions and inviting new visitors to discover Blankenberge.
The outcome
‘Summer at the Pier’ put Blankenberge’s new image on the map. Centered around the iconic Belgium Pier, the campaign brought energy and activity to the beachside event village. A mix of football screenings, music, and cinema drew a diverse audience of locals and tourists alike. The branding was visible across DOOH throughout the city, in major train stations and on digital platforms, amplifying its reach throughout Flanders.
