In order to identify potential new projects, it is important to give the scheme visibility, and to explain, promote and illustrate it. The communication plan covers several dimensions: on the one hand, raising awareness of the projects successfully completed with the joint support of Europe and the Region and, on the other, promoting the framework set for the new Operational Programme among potential project promoters. The stakes are high for the development and influence of the Brussels Region. Each project is a building block of the future that the Region, its partners and project promoters are building together. It is therefore important to select the best projects and make them visible and accessible. The Brussels Region and the European Union are rightly placed to set this course (the Brussels we want for tomorrow). Project promoters, through their creativity, talent and expertise, are stakeholders in this construction. The people of Brussels will be its beneficiaries. It is therefore a story that concerns us all, and one that everyone must understand and make their own.
Brussels International / FEDER
Communication advice and support
Client
Brussels-Capital Region
Brussels Regional Public Service (SPRB)
Directorate-General Brussels International
FEDER Directorate
Context
A significant share of the ERDF (FEDER) funding allocated to the Brussels-Capital Region is dedicated to financing projects run by project leaders external to the Region itself. As a rule, the European funding system is seen as relatively complex by the general public and by many potential project leaders. What is this money for? Can I benefit from it for my project? How? When? What kinds of projects are supported? And why? Beyond questions of visibility, the assignment therefore called for genuine educational work, based in particular on a coherent narrative which, starting from the major development objectives set by the Brussels Government and its partners (including the European Union), sets a clear course, the path to follow and the routes to take.
To achieve these objectives, the communication had to evolve. The message to convey is as follows: “The European Union and the Brussels-Capital Region are investing in multiple projects in Brussels”. We therefore decided to base our communication on the results, achievements and successes these projects represent. Each of them improves and enriches the Region. We want to present the European Union’s support as additions to Brussels, with the ultimate aim of a stronger, more developed, more accomplished Region. The slogan we chose is intended to be clear and easy to understand. It was important that it could be translated while keeping an impactful message. A graphic signature is essential to support this slogan.
Brand image
Generic video
Tutorial videos for project leaders
Social media
