The #livebrussels campaign was designed to launch Radisson RED Brussels (world’s first Radisson RED hotel) and uplift the image of Brussels by profiling the faces of the staff of the brand and hotel with an opportunity to share their love for the city after the March terror attacks.
On March 22nd 2016, Brussels was hit by horrifying terrorist attacks. The immediate impact on economy, the perception of Brussels and tourism was huge. Business travelers and vacationers cancelled visits to Brussels, because of the remaining threat and fear, and also because accessing Brussels became really difficult due to the chaos in the aftermath of the attacks. In the two weeks following the terror attacks, both leisure and business tourism dropped by 60%.
Carlson Rezidor Hotel Group had planned the opening of the world’s first Radisson RED hotel on April 18th 2016, and decided the show must go on, because Radisson RED is nothing but bold. However, the Group also understood right away that Brussels needed to be revived. Because it is a beautiful city, and because we are all connected to it in one way or another.
Launched in April 2016 and still running today, the #livebrussels campaign was born from the successful collaboration between Ogilvy Public Relations in Brussels and the Carlson Rezidor Hotel Group. #livebrussels is all about all international people living in and connected to the city. The goal of the campaign is to give everyone the opportunity to share their love for this amazing city, and to rehabilitate Brussels after the terrible events of March 2016.
The #livebrussels campaign is not a campaign based on research or surveys, it is all about feelings, emotions, intuition and reactivity.
Walking through the streets of Brussels after the attacks, seeing the number of bookings drop to virtually zero, we didn’t need more than that to know this was something we needed to do.
Sometimes, the best campaigns are about relevance. A small beam of light coming out of a dark place. When we decided to do the campaign, we shifted really quickly and launched the communication materials merely 10 days later. We kept up a pace of 6 communication materials per week during 4 weeks prior to opening the Radisson RED hotel. We developed 24 unique posters featuring Rezidor’s employees sharing their love and personal connection to the city.
The #livebrussels campaign was targeted to the general public travelling for leisure or work to Brussels, Belgium & Europe, locals (anyone living and/or working in Brussels), the Carlson Rezidor Hotel Group’s internal staff and European Bloggers & Influencers.
The campaign was heavily promoted and pushed on social media and internal channels. We used Twitter, Facebook, LinkedIn, Instagram and the company’s internal channels.
We linked the internal staff to the external audience reached via social media by showcasing a selection of staff members in the campaign, giving them the opportunity to tell what makes Brussels so special to them.
On May 20th, 75 influencers from all over Europe were invited to come over and discover the Radisson RED and the wonderful city of Brussels. A storm of social love for Radisson RED was unleashed that same night using #radissonredbrussels and #livebrussels.
The #livebrussels campaign is still ongoing results of the campaign. The reach has been incredible: in the first 4 months, the #livebrussels hashtag reached 141.600 impressions on social media, and 75% of the associated words were positive, 25% being neutral.