Summer campaign impact study (July 2025)

Study context and objectives

This study was conducted between July 1 and July 8, 2025, by the research agency Toluna on behalf of Visit Brussels.
This study was carried out online using the CAWI method (Computer Assisted Web Interviewing).
Among a sample of 973 residents aged 18+ from Italy (Venice, Milan, and Rome).
The sample was representative in terms of gender, age, and province.
To study their aided recall and attribution to Brussels.
To evaluate the understanding of the communication, its message, and the associated images to determine whether the brand positioning was properly conveyed/interpreted. To verify the interest in the destination and the content of the offer highlighted during this campaign.

Recognition and attribution: 1 out of 3 respondents saw at least one visual from the campaign. Recognition is better for the video than for the carousels.
Understanding: Less than half of the respondents consider the campaign clear.
Interest: 2 out of 5 people find the campaign moderately interesting, versus 38% who find it interesting.
Image: The results are more positive as almost 70% of respondents think the campaign gives a positive image of Brussels. 1 out of 3 has a neutral opinion.
Message: About 40% of respondents think the campaign moderately matches the propositions (Brussels as a creative and surprising capital, gastronomic and welcoming, and a good alternative to popular summer destinations), and 50% associate it with the propositions.
Call to action: Rather positive: about 60% of respondents are encouraged to look for information, do a cultural activity, or discover Brussels like a local.