• Like
Presentation for HYPE 2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Presentation for HYPE 2011

  • 517 views
Published

Presentation on Brussels City Marketing targetting wealthy young families.

Presentation on Brussels City Marketing targetting wealthy young families.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
517
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
2
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Hello, A presentation for HYPE 2011- 13 dec 2011 - Publicis BrusselsWednesday 14 December 2011
  • 2. Margriet, (2)7 years old Famous Brussels Moving to BrusselsWednesday 14 December 2011
  • 3. Maarten, (2)3 years old DDB Brussels Living in BrusselsWednesday 14 December 2011
  • 4. Tom, (2)6 years old Proximity BBDO Brussels Working in BrusselsWednesday 14 December 2011
  • 5. The brief : Attract more wealthy families to live in BrusselsWednesday 14 December 2011
  • 6. The brief : ? Attract more wealthy families to live in BrusselsWednesday 14 December 2011
  • 7. The brief : The 1 % Attract more wealthy families to live in BrusselsWednesday 14 December 2011
  • 8. Is the juice, worth the squeeze ?Wednesday 14 December 2011
  • 9. Or should we redefine wealth ?Wednesday 14 December 2011
  • 10. Our (not completely...) new notion of wealth “ Capital can present itself in three fundamental forms; as economic capital, which is directly convertible into money; as cultural capital, which is on certain conditions also convertible into economic capital; and as social capital, made up of social connections, which is convertible, in certain conditions, into economic capital too.” Bourdieu, P.Wednesday 14 December 2011
  • 11. Setting the scopeWednesday 14 December 2011
  • 12. Quote : “ Nu nog verhuizen is voor ons geen optie meer. Ik heb het zelf meegemaakt toen ik 12 was en zou het mijn kinderen nooit willen aandoen. Ze hebben hier hun vriendjes gemaakt, die laten ze niet meer graag achter.” (agnesvew, 43y)Wednesday 14 December 2011
  • 13. Our target Young high educated people, ready for the next step.Wednesday 14 December 2011
  • 14. Then we found thisWednesday 14 December 2011
  • 15. Insight Young people, living in Brussels, leave the city as soon as they want to start a familyWednesday 14 December 2011
  • 16. Why are they leaving ?Wednesday 14 December 2011
  • 17. Why are they leaving ? Real estate prices are rising highWednesday 14 December 2011
  • 18. Why are they leaving ? Air pollutionWednesday 14 December 2011
  • 19. Why are they leaving ? Street litterWednesday 14 December 2011
  • 20. Why are they leaving ? InsecurityWednesday 14 December 2011
  • 21. Why are they leaving ? A lack of “community-feel” ?Wednesday 14 December 2011
  • 22. Why are they leaving ? Educational levels in primary schools decreasing ?Wednesday 14 December 2011
  • 23. But why would they stay ?Wednesday 14 December 2011
  • 24. SlownessWednesday 14 December 2011
  • 25. IconicWednesday 14 December 2011
  • 26. A place where children playWednesday 14 December 2011
  • 27. And connectWednesday 14 December 2011
  • 28. ArchitectureWednesday 14 December 2011
  • 29. The Belgian DNAWednesday 14 December 2011
  • 30. A welcoming feelWednesday 14 December 2011
  • 31. But... That’s not what the outsiders believeWednesday 14 December 2011
  • 32. And they have no clue.Wednesday 14 December 2011
  • 33. ? Communication vs. PolicyWednesday 14 December 2011
  • 34. This is why we believe we should target the insiders.Wednesday 14 December 2011
  • 35. The briefing rephrased: How to keep young people, willing to start a family, inside Brussels ?Wednesday 14 December 2011
  • 36. A short recap: Young people are more likely to move. Insiders know their city and they love it. Nevertheless, they seem to leave the city to raise their children elsewhere. A that moment, pure ratio takes over from emotions.Wednesday 14 December 2011
  • 37. Problem Rational thinking wins the battle against the emotional relationship that our target once had with Brussels. Solution People need to remember why they fell in love with Brussels.Wednesday 14 December 2011
  • 38. Brussels, an acquired taste.Wednesday 14 December 2011
  • 39. Our creative solutionWednesday 14 December 2011
  • 40. !"#$%#&#($)*$+,%%#-$ The  secret  of  BrusselWednesday 14 December 2011
  • 41. The  secret  of  Brussel  -­‐-­‐>  housing  toursWednesday 14 December 2011
  • 42. Garden  gi6sWednesday 14 December 2011
  • 43. The  Place  MakersWednesday 14 December 2011
  • 44. Wizzy  WorkshopsWednesday 14 December 2011
  • 45. Thanks for your attention Tom, Margriet & MaartenWednesday 14 December 2011