The Belgian Federal Government has launched a campaign to position Belgium as attractive to foreign investors. The campaign is composed of various elements with the website www.invest.belgium.be as the central focus. With the aim of leading potential foreign investors to the website, Ogilvy also developed the TV-Spot, print ads and the campaign slogan, ‘Only in Belgium’.

«Our objective is to have Belgium on the short list of all investors. The campaign draws attention, stimulates questions, seduces the audience and most importantly, uses language investors understand”. All this is combined with a dose of Belgian humour and surrealism. It is a campaign that could be made, ‘Only in Belgium’», declares Olivier Alsteens of the Chancellery of the Prime Minister.

«Originality and imagination are good for any business and Belgium has both in abundance. It's been very refreshing to work with people who believe that too and who have the confidence to say it» says Peter Russell, creative director of Ogilvy.