Everybody can go outside. Everybody can enjoy nature and a beautiful view. Everything you need, can be found in East-Flanders. Walks, cycling courses, offroad, uphill or close to a pond with lots of benches. Routen has it for you. Our message encourages people to go outside by showing the made-to-measure trips of Routen in East-Flanders for all kinds of people. It does not matter if you’re sporty, a student, have 5 kids or 9 grandkids.
We created an enormous series of variations of the central message and implemented a diversified media mix. Online ads on social media and podcast commercials were combined with out-of-home advertising in Ghent. A non-stop organic online flow based on a collaborative video strategy and meme marketing lead to a strong and loyal online audience. On top of it all, we launched a personalized search engine for walking and cycling routes and an augmented reality filter on Instagram that chooses for you.
The always on campaign breathed fresh life into our user demographic, witnessing a marked rise in younger users (ages 25-54).