Visit Brabant is part of Brabant Partners. They act as the key connector for stakeholders in the leisure and tourism sector in Brabant. Visit Brabant showcases all that Brabant has to offer and focuses on attracting both domestic and international visitors.
The challenge
Many businesses and providers that are linked to the province are often guided by the province’s brand experience and marketing. The character of a city or place is usually communicated through catchy slogans that refer to its landscape, attractions, or people. Brabant is regularly associated with words such as gezellig (cosy) and bourgondisch (Burgundian). But do these terms fully capture Brabant as it is today, and more importantly, do they accurately portray Brabant in the future?
Through imaginative trend presentations, we enabled the Visit Brabant team to see the future of leisure. We also explored how we want to work, live, consume and communicate in the course of time.
The insight
When you try to capture the future of Brabant in a single definition, you quickly move away from the familiar notions of cosiness and Burgundian culture. For example, many expats are moving to the region because of companies such as ASML. Would they associate the future of Brabant with gezelligheid? At the same time, more and more people are choosing to live vegetarian or vegan lifestyles. What does this mean for the iconic worstenbroodje for which Brabant is stereotypically known?
Together with Visit Brabant and Toffey, experts in branding and campaigns, we arrived at the concept: Good Living is up to you. Because a good, cosy, enjoyable and pleasant life does not have a single definition.
“We believe that Good Living is the key to a future-proof Brabant. Only if our residents, places, and nature thrive will Brabant remain a province to love and invest in. Those who seek it can find Good Living in Brabant.”
Luuk is happy to tell you more about this case and discuss your challenge with you.