City marketing Brussels - HYPE 2011

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Challenge: "How to attract wealthy families to Brussels".
A presentation for the Holistic Young Planners Education (HYPE).

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City marketing Brussels - HYPE 2011

  1. 1. “Attracting wealthy families to Brussels” A strategic vision by Berten, Klaas & Rob
  2. 2. messyunsafe crowded expensive
  3. 3. The grass seems tobe greener ...
  4. 4. ... but is it ?
  5. 5. Child friendlyAffordable real estate
  6. 6. Perceptions can change overnight,shaping an image takes years ...
  7. 7. discovering loving Brussels marrying
  8. 8. StrategyConvincing young potentials to settle, by bringing out the village in Brussels
  9. 9. OK, but how ?
  10. 10. influencingThe mass media as a prominent input of perception the MEDIA
  11. 11. THE POWER OF PEERS
  12. 12. Converting non-users Brussels is not family-friendly Brussels is family-friendlyNegative Positivestories stories PEERS as media Leaving Brussels Settling in Brussels
  13. 13. Touchpoint marketing
  14. 14. Initiatives do exist
  15. 15. awarenessBarriers accessibility content
  16. 16. Building a platform
  17. 17. Connecting people and services
  18. 18. Ambassadors > Brusselstoday <> public & Partners
  19. 19. Ambassadors > Brusselstoday <> public & Partners city counsilpublic transport child care universities musea sports facilities ...
  20. 20. contentAmbassadors > Brusselstoday <> public & Partners advertising & content
  21. 21. status incentives contentAmbassadors > Brusselstoday <> public & Partners advertising & content
  22. 22. Building a platform
  23. 23. Discovering Brussels
  24. 24. Discovering Brussels
  25. 25. Discovering Brussels (multi-platform)
  26. 26. online > offline
  27. 27. Speed datingPassionate people sharing experiences
  28. 28. Engaging institutional partners
  29. 29. brusselstodayBringing out the village in Brussels

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