Re-branding of the German-speaking Community of Belgium to become »Ostbelgien«. The brand strategy and the design for Ostbelgien have been developed by EMBASSY.
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EMBASSY developed the entire umbrella brand strategy and provided a large number of institutions in the German-speaking Community with content, communicative and creative tools for the realisation of the location brand. Extensive research, interviews and workshops with representatives from politics, administration, business, education and culture served as the basis for developing the content of the brand strategy. The differentiation from the competition, needs of the target groups and the identity of the region were at the centre of the collaborative work to formulate the central brand messages of East Belgium.
EMBASSY designed the new logo based on a symbol already used in tourism and in the marketing of regional products – the »Ostbelgien-O«. The symbol is positioned to the right of the new lettering to direct the viewer to the east of Belgium.
The Ostbelgien location brand was presented at a launch event in St. Vith in East Belgium with over 500 guests. The importance of brands and marketing in the increasing competition between locations was presented and discussed in presentations, films and a panel discussion.
The online presence of the »Ostbelgien« location brand was launched with a campaign page as part of the »Ostbelgien neu entdecken« (»Rediscover East Belgium«) participatory campaign. In the following months, this website has been expanded into a comprehensive location page in order to present the wide range of offers of East Belgium under the motto »Living and working à la carte« and to create the necessary links to further information or partners. Come and have a look: www.ostbelgieninfo.be
