Brussels Airlines has launched a new publicity campaign themed “A little piece of Belgium in the air”, underlining its Belgian DNA and the quality of its products and services which, it says, distinguish its offer from competitors.
Speaking your language
First up, is the multilingual aspect of its Belgian life, as a country with three official languages, which, the carrier says means “Brussels Airlines speaks your language. Literally and figuratively.” The multilingual staff speak French, Dutch, German, English and “many more languages: true to the Belgian DNA.”
But “your language” is more than just words, according to the new campaign. It means the carrier “understands what is important to travellers: sitting together on board, hand luggage always included and responsive customer relations” which all set the airline apart from others in the skies, it claims.
A brand infused with “Belgitude”
The firm’s “Belgitude” is more than just beer and chocolates (which it nonetheless emphasises it does have plenty of on board, whether from international or local breweries, or praline-inventor Neuhaus). “But,” Head of Marketing, Michel Moriaux, said in a statement, “being Belgian is much more than those clichés. From our special ‘Belgian Icon’ liveries to our uniforms designed by a student from the Royal Academy of Fine Arts in Antwerp: our Belgian DNA is everywhere. We’re happy to underline this ‘Belgitude’ both to make Belgians feel at home when flying with us, but also to make our international passengers eager to discover our country.”
Liveries, uniforms, events, cuisine and sports
The new campaign will showcase some typical examples of Brussels Airlines’ Belgitude in a cross-media approach: from TV-spots to adverts at bus stops and in the airport, but also on several social media channels. The Belgian Icons, a series of planes with specially-designed Belgian liveries, from Tintin to the Atomium will feature heavily. Belgian design is also threaded through staff uniforms, amenity kits and passenger lounges.
Partnering with the iconic Belgian events scene is another part of the programme. Belgian stars of international cuisine pamper flyers on long-haul business flights, while Tomorrowland – the massive international electronic music festival and five times winner of “best musical event of the year” – is celebrated on party flights that saw over 14,000 festival goers delivered safely to the rave in 2024.
Sports are not forgotten either. The football stars of the Red Devils and Red Flames have both been transported by the airline as well as emblazoned on aircraft exteriors, while key matches are even broadcast on board, so fans never have to miss out again.
