Chancellerie du Premier Ministre: “Belgium in Space”

Best practices

Partner

JCDecaux

Categories

Corporate, Out Of the Box, Point of Interest, Services

Objective Campaign

  • Nation Branding: Strengthen Belgium’s global reputation through the international ‘Belgium. Open for Business’ campaign.
  • Showcasing Expertise: Highlight Belgian technological expertise in the space exploration sector to a decision-making audience
  • Memorable Transit Experience: Transform a moment of passive transit into an emotional connection and a moment of wonder.
  • Immersive Experience: Create a surprising and “high-end” showcase for national excellence.

Media characteristics:​

  • Format: An illuminated, immersive experiential tunnel over 19 meters long.
  • Setup & Location: Installation of 11 digital screens strategically placed in the arrivals hall and baggage claim area at Brussels Airport, occupying a key thoroughfare for all international passenger flows.
  • Timing: Large-scale campaign running from 19/12/2025 to 01/02/2026, covering the strategic end-of-year holiday period.
  • Target Audience: International audience, business travelers and tourists upon their arrival in the country.

Reason best Practice

  • Enhancing the Transit Area: The campaign demonstrates the power of OOH to enrich the passenger journey. We no longer simply broadcast a message; we transform the architecture of the space to create a lasting memory from the moment travelers set foot in Belgium.
  • Technological Storytelling: By using a 19-meters tunnel, Belgium takes on a monumental scale. The traveler is no longer a spectator; they are a participant in a narrative that organically showcases Belgian expertise.
  • Emotional Impact: By combining spatial storytelling with visual immersion, this installation transforms a transit point into a moment of wonder. This creative execution ensures high recall and highlights Belgium’s major contribution to global technological advancements.

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