GreenTeam

Menu

Visit Flanders

Situation

The Red Star Line Museum, located in the European port city of Antwerp, Belgium is scheduled to open on September 28, 2013. The tourism boards of Flanders (the Belgian region in which Antwerp is located) and the City of Antwerp saw the opening of this museum as an opportunity to generate awareness, excitement and, ultimately, new visitors to Antwerp.

Insight

Between 1873 and 1934, over 2 million Europeans bid farewell to everything that was familiar, and emigrated to the New World aboard the ships of the Red Star Line, departing out of Antwerp. The Red Star Line Museum will bring their stories to life. Many of these European emigrants went on to make significant contributions to the growth and development of the US. There were high-profile individuals such as Albert Einstein, Irving Berlin and Golda Meir. And there were the lesser-known, who built American cities with their blood, sweat and tears.

Solution

Green Team developed a branding campaign which pointed out how many aspects that have shaped the cultural landscape of America come… VIA ANTWERP. We launched the VIA ANTWERP brand at a live, press/trade event, co-hosted by Diane Von Furstenburg, then rolled it out in online banners, New York City out-of-home postings and a campaign microsite.

0.17% click-through rate (79% above industry average)