Introduction to the Campaign
Brussels Airlines, the flag carrier of Belgium, has initiated a robust marketing campaign titled ‘A Little Piece of Belgium in the Air’. This campaign is designed to accentuate the airline’s deep-rooted Belgian heritage and to promote Belgium’s rich culture. Launched on January 13, 2025, the campaign serves as a platform not only to highlight the airline’s unique Belgian characteristics but also to enhance passenger experience with high-quality service offerings.
Objectives of the Campaign
The primary goal of this campaign is to strengthen Brussels Airlines’ brand identity by emphasizing its Belgian attributes. Michel Moriaux, the Head of Marketing at Brussels Airlines, explains that the initiative is about more than just offering Belgian chocolates and beer onboard. It’s about delivering a comprehensive Belgian experience that starts with the aircraft’s design and extends through to the in-flight service. The campaign aims to make both Belgians and international travelers feel the uniqueness of Belgium through every aspect of their journey.
Features of the Campaign
- Multilingual Cabin Crew: Highlighting the linguistic diversity of Belgium, the cabin crew are proficient in multiple languages including French, Dutch, and English, ensuring a personalized and comprehensible service for all passengers.
- Belgian Icon Aircraft Liveries: Since 2015, special aircraft liveries have celebrated Belgian culture, featuring icons like Tintin, the Smurfs, and the Atomium. The latest addition in March 2025 will be an Atomium-inspired livery, enhancing the visual connection passengers have with Belgian heritage.
- Belgian Cuisine: Long-haul business class menus are curated by renowned Belgian chefs such as Arabelle Meirlaan, showcasing Belgium’s culinary excellence. The selection includes traditional Belgian dishes refined to suit international palates.
- National Sports Support: The airline proudly supports the Belgian national football teams, the Red Devils and the Red Flames, featuring team-inspired aircraft liveries and providing match updates during flights.
- Belgian Design Elements: From crew uniforms designed by Gabrielle Schwarzenberg to amenity kits produced in collaboration with Belgian brands like Serax and Ethnicraft, the airline breathes Belgian design.
Advertising Strategy
The campaign employs a cross-media approach, utilizing television commercials, billboard advertisements at strategic locations such as bus stops and airports, and extensive social media engagement. This widespread approach ensures maximum visibility and engagement with a diverse audience, spanning from local commuters to international tourists.