FIT puts pioneering Flanders in the spotlight
Flanders is a hub for research, innovation and technology – particularly in the fields of life sciences, healthcare and medical applications. To share that message around the globe, Flanders Investment & Trade (FIT) is launching an international image campaign that will be rolled out digitally in 7 countries starting from June 2021 using www.teamvesalius.com and www.flanders360.com as its online bases.
Marketing initiative at home and abroad
Flanders is home to numerous companies, knowledge institutions, research centers and other organizations that innovate together. This research and business ecosystem puts the region on the map in two directions. On the one hand, Flanders’ ecosystem is the origin of numerous innovations that are applied worldwide. On the other hand, it encourages foreign investors to set up activities in Flanders as a breeding ground for their pioneering ambitions.
To boost this double dynamic, FIT is launching a large-scale marketing initiative both at home and abroad. The ambition is to put the spotlight on Flanders’ many strengths and brainpower in the field of life sciences & health. To this end, FIT is kicking off an image campaign and rolling out the ‘Virtual Tours’ digital platform. Both are visualized through the images of two well-known past pioneers from Flanders: anatomist Vesalius and cartographer Mercator.
The emphasis on life sciences & health is no coincidence. Both the sector’s international potential and its economic importance as a pillar for prosperity and job creation cannot be underestimated.
The timing is also appropriate. Because of COVID-19, business trips, trade fairs and trade missions are on the back burner, while the business world is digitizing faster than ever. This new reality requires other methods to help Flanders-based players grow abroad and attract international players to Flanders – hence FIT’s choice to set up a digital lead-generation platform like Virtual Tours. Furthermore, the Brexit is also triggering economic and business shifts. With this campaign, FIT therefore wants to promote Flanders as a reliable and indispensable investment location in post-Brexit times.