Goals and objectives
Two local organizations joined forces for a unique print campaign: VLAM, the Flemish Centre for Agro- and Fisheries Marketing, and Westtoer, the regional tourism board promoting travel within Belgium. The primary goal was to spotlight lesser-known North Sea fish species in response to climate change and overfishing, while simultaneously encouraging off-season tourism along the Belgian coast.
VLAM aimed to raise awareness around sustainable fish consumption by promoting alternatives to commonly consumed species. Westtoer sought to boost coastal tourism during the quieter autumn months, supporting local businesses and encouraging eco-friendly travel close to home. Both organizations share a commitment to sustainability, making their collaboration a natural fit. The campaign emphasized the value of short food supply chains and local travel, with the print edition designed to reflect this authentic and harmonious partnership.
Surprising Insights
While the campaign’s core idea was straightforward, the strength of the collaboration proved to be a key differentiator. The natural alignment between food and tourism created a compelling narrative that resonated with the target audience, reinforcing the value of cross-sector partnerships in regional marketing.