Spring campaign impact study (March 2023)

visit.brussels launched a digital campaign in the spring targeting art lovers and highlighting Brussels' cultural and artistic offering, with the main message: Brussels, a laboratory for talent. The campaign was aired from 20 March to 20 May 2023 in Belgium and in some major cities in France, Spain and Italy.

To continuously improve its actions and promote the destination's image, visit.brussels commissioned the agency Profacts to evaluate the campaign's performance according to three criteria: recognition, understanding and impact.

To carry out this study, Profacts surveyed a representative sample of 1,195 people evenly distributed across the six cities of Paris, Lille, Rome, Milan, Madrid and Barcelona

findings of the study and key figures

Primary results:

The campaign was a success. In terms of content, the campaign achieved very good results.

- It scored highly in appreciation: the campaign was appreciated for its originality and dose of humour.

- It had a clear message and a positive impact. It improved the image of Brussels and encouraged people to visit the city.

- It was aimed at the right target group. Art lovers had the best results for all these elements.

However, recognition of the campaign was rather low, especially in France and Italy (in Spain, on the other hand, it was very high). Repeating the message and the campaign could overcome this problem.