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2018 GOLD
2018 GOLD
The Mud Soldier
Visit Flanders launched The Mud Soldier to attract tourists back to Flanders Fields. A statue placed in London, gradually disappeared under the rain, marking the centenary of the battle of Passchendaele. The campaign reached 67 million people with € 1.1m estimated PR value. #Passchendaele100 trended worldwide. Driving exceptional 15% growth in international visitor numbers, and a 10% lift in site ticket revenue, for Flanders Fields in 2017 in a context of negativity and fear surrounding Belgium. Social media engagement doubled KPI’s including 3.9m video views with a View-Through-Rate of 38%.
Brand:
Flanders Fields
Client:
Visitt Flanders
Agency:
Ogilvy & Social.Lab Belgium
Language:
English