BRUSSELS, Could 24, 2023 /PRNewswire/ — In the present day, Belgium unveiled its new worldwide branding marketing campaign titled “Embracing Openness”. Primarily focused at financial choice makers and the broader analysis neighborhood, the initiative has been launched by the FPS Chancellery of the Prime Minister to strengthen Belgium’s openness for innovation, as supported by partnerships and variety. The marketing campaign will run till April 2026.
Belgium is open to innovation, partnerships, and variety
A strategic survey performed by the FPS Overseas Affairs, Overseas Commerce and Growth Cooperation in 2022 revealed that Belgium is usually held in excessive regard by the worldwide neighborhood. Opinion leaders from world wide expressed their constructive notion of Belgium as a rustic, highlighting its open-mindedness, progressive spirit, willingness to collaborate, and dedication to the rule of regulation and human rights.
The survey additional indicated that Belgium has a beneficial popularity amongst researchers, opinion leaders, traders, and NGOs. Nevertheless, it was discovered that the nation lacks enough visibility and infrequently shows extreme modesty.
These survey findings have served as the idea for Belgium’s new nation branding technique, together with an accompanying marketing campaign that emphasizes Belgium’s dedication to innovation, partnership, and variety, encapsulated within the theme “Embracing openness”.
Belgium’s dedication to openness for innovation in troublesome instances
“Whether or not it’s the manufacturing of COVID vaccines, pioneering biotech and semiconductor analysis, or our main function in offshore power, Belgium has constantly proven that openness for innovation is important for a profitable society. Embracing partnerships and variety is an integral a part of this. By collaborating throughout completely different views, constructing bridges, and forging alliances, we will make substantial progress each economically and socially. This method is a vital a part of Belgium’s DNA. Whereas others may select to isolate themselves, Belgium radically choses for openness as the best way ahead.” – Belgian Prime Minister Alexander De Croo, asserting the launch of the “Embracing Openness” marketing campaign.
Embracing innovation – to deal with tomorrow’s challenges
To fulfill challenges similar to local weather change, European strategic autonomy and safety of power provides, the marketing campaign will showcase Belgium’s progressive facet.
With a confirmed observe report in technological and scientific excellence, Belgium is a bustling hub of innovation. Notable Belgian achievements embrace main the cost in biopharma R&D, nanoelectronics, and offshore power mixed with world-class analysis establishments and universities.
Belgium is driving the high-tech chip revolution by means of collaboration between its IMEC laboratories and KU Leuven, named the seventh most progressive college on the planet by Reuters. As well as, because of analysis from Ghent College, ULB & VUB, Belgium is main the best way on medical discoveries on life-altering situations together with most cancers, Alzheimer’s, and AIDS.
As for the power transition, Belgium has co-founded the North Sea Coalition to create the most important supply of renewable power in Europe, aiming to quadruple mixed offshore wind capability to 65 gigawatts by 2030 and to a minimum of 150 gigawatts by 2050.
Driving progress and innovation with the help of partnerships
The marketing campaign may also present how innovation and sustainable options for the general public good are made potential by means of partnerships. As a result of no single entity can deal with advanced issues and totally capitalize on alternatives alone.
This sense of cooperation is ingrained in Belgium’s DNA. It’s no coincidence that Belgium, a founding member of each the United Nations, NATO and the European Union, hosts key European and worldwide organisations. Belgium will place a particular emphasis on selling partnerships for innovation throughout its upcoming 2024 Presidency of the Council of the EU.
Fostering affluent innovation with range at coronary heart
Greater than ever, Belgium fosters its perception within the virtues of an open, tolerant, and inclusive society to spice up innovation and guarantee progress and prosperity for all.
“Embracing openness” will present that Belgium is a shared residence of many communities and cultures with range at its coronary heart – as evidenced by its rating in second place within the Rainbow Index, its third place within the KOF Globalisation Index, in addition to its participation within the world SheDecides motion and its co-supervisory function within the Worldwide Conference on the Elimination of All Types of Racial Discrimination.
A multi-channel marketing campaign telling Belgium’s story
As a nation, Belgium will not be recognized for closely selling its achievements. Because the marketing campaign helps to deal with this, it has invited individuals from different international locations to share their emotions on why Belgium is nice; views captured within the new marketing campaign baseline: “We do not say Belgium is nice, others do”.
The marketing campaign is predicated on individuals from different international locations who will discuss their experiences with Belgium and Belgians in their very own language. With tales that target the three pillars of the marketing campaign: innovation, partnerships, and variety. This combine is exactly what makes Belgium distinctive.
By way of digital channels and stakeholder activation occasions, the brand new marketing campaign goals to boost Belgium’s world presence, appeal to traders and researchers, and showcase its distinguished industries, all whereas upholding elementary Belgian values.
The “Embracing Openness” marketing campaign’s purpose is to contribute positively to the popularity of Belgium on the worldwide stage. The marketing campaign may also be promoted by means of Belgian embassies and diplomatic posts internationally.
Ranging from June and operating for 3 years, the brand new Belgian nation branding will likely be seen at Brussels Airport, extending a heat welcome to worldwide travellers, professionals, and innovation companions. The 20th anniversary of the legalization of same-sex marriage in Belgium in June will likely be one of many marketing campaign’s first milestones.
Within the coming years, further marketing campaign moments will align with commerce missions, worldwide conferences, and stakeholder occasions. With a worldwide perspective, the marketing campaign will initially focus on Europe, making ready for Belgium’s upcoming presidency of the Council of the European Union, beginning in 2024.
For more information, please go to www.embracingopenness.be
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About Belgium
Situated within the coronary heart of Europe, Belgium is a extremely developed nation of over 11.5 million individuals with a popularity for innovation, onerous work, partnership, and multilingualism. Strategically situated between Germany, the Netherlands, France, and Luxembourg, and solely a stone’s throw from the UK, it lies on the centre of the richest and most densely populated space in Europe. A member of the European Union, Belgium enjoys full entry to the world’s most superior single market and customs zone which ensures intensive frictionless commerce.
Belgium boasts a extremely developed transport infrastructure, together with the second largest seaport in Europe (Antwerp). Belgium is residence to world-leading analysis and innovation services, multi-national companies, and artisanal companies supported by the investor-centric method of public providers.
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SOURCE FPS Chancellery of the Prime Minister, Belgium
