Country branding Belgium: embracing openness


Think BBDO developed a brand new country brand for Belgium for the FPS Chancellery of the Prime Minister. Under the slogan "Embracing openness", Belgium puts various Belgian top sectors in the spotlight until 2026 to investors, researchers, and journalists internationally.

Belgium's new country brand showcases Belgium's openness for innovation, backed by our openness for partnerships and diversity. The campaign was launched on 24 May 2023 in Brussels by the FPS Chancellery of the Prime Minister and will run until April 2026.

The objective of the campaign is to increase Belgium's visibility internationally towards very specific target groups: investors, researchers, authorities and journalists. In particular, innovative sectors from Belgium will be highlighted with a mix of digital channels, press relations and stakeholder events.

The campaign has a global reach but will mainly focus on Europe in 2023 and 2024. In this way, the campaign ties in closely with the Belgian Presidency of the Council of the European Union in 2024.

"We don't say Belgium is great. Others do."

Creatively, the campaign starts from the insight that Belgians are modest by nature. They rarely heap praise on themselves, which is why the campaign video chose to give the floor to the international community. Among others, a German offshore wind expert and a Namibian diplomat speak highly of Belgium's openness to innovation, partnerships, and diversity.

- Branding


The new Belgian branding was developed by BBDO Belgium for the FPS Chancellery of the Prime Minister. DDMC Event Design (launch event), Ketchum (PR & stakeholder management) and OMD (international media planning) together with BBDO are responsible for rolling out the campaign internationally in the coming years.

For more information:


Filed under Branding

More inspiring cases