Alzheimer Liga Vlaanderen

Primetime news programme for a good cause

Media work

Alzheimer Liga Vlaanderen launched a brand new fundraising campaign after 60% of its income was lost due to the abolition of the dual benefit system. Our task was to get the media interested in the campaign.

We're always happy when we can use our skills for a good cause. Our strategy was to give exclusivity to the DPG Media group. And why? They have an enormous reach: print media, online media, and news broadcasts. We knew we had to do this to get results. The campaign was newsworthy, but there was so much other news during that time that we wouldn't have achieved the desired results otherwise. We managed an almost page-long article in Het Laatste Nieuws and on the HLN website, which together reach 2.6 million readers daily. We also got a report in the seven o'clock news programme of VTM Nieuws on Sunday evenings, which is watched on average by about 620 thousand people. The euphoria was great, and once again, it was shown that it's advantageous to arrange an exclusive agreement with a media house.

Stefano Boeri for Triple Living

Media carousel for the world-famous architect Stefano Boeri

media relations

Italian architect Stefano Boeri travelled to Antwerp to inaugurate his first building on Belgian soil, the Palazzo Verde by Triple Living. Our job was to get the maximum media coverage out of it. It was a great opportunity, and we achieved fantastic results.

We left nothing to chance and did everything we could to reach the most appropriate media to get the most out of the visit. For example, months in advance, we arranged an interview between Mr Boeri and Weekend Knack, a glossy magazine that's been on the market for a long time. They agreed to interview Boeri before he travelled to Belgium. This procedure (under embargo) is necessary if you want coverage in lifestyle print magazines. To attract the other media, we changed the story's angle according to the target audience of the different media. This also worked so that we had to coordinate a veritable media merry-go-round at the time of the visit. Stefano Boeri went from one interview to the next, alternating with some photo shoots in between. For PR, it was great to see how a kind of dance developed between the architect and the journalists on the roof of the Palazzo Verde. A dance that, thanks to our strategic approach and the collaboration with our Italian partners, resulted in a wide range of coverage: lifestyle press (Weekend Knack), international design press (Dezeen and DAMN°), local (ATV, HLN, NB) and national media (VTM Nieuws).


International communication for the Belgian market leader in green business parks

story mining - media relations - media training

BVI.EU has been a developer of mixed-use business parks, SME units & build-to-suit buildings for over 20 years. Their many years of experience recently extend beyond our borders as well. With projects in both France and Germany, they are introducing their green philosophy to Belgium's largest neighbouring countries and also two of the largest countries in Europe. BVI.EU does not hide its ambition to expand further in Belgium and beyond.

It is always nice to work for a passionate and ambitious client. It is contagious, it gives us energy, and it keeps us on our toes. For example, we had to professionalise our media policy in order to support the European expansion of BVI.EU in the French and German media. So far, we have a steady record of achieving good coverage for every project. Whether it's an announcement, completion, press event for the start of works or an (international) trade fair. We are always on hand in the local and national press in Belgium, France, and Germany.

Maes 0.0%

Awareness campaign against drinking and driving in association with The Wolfpack

strategy - storytelling - media relations

Maes 0.0% is a sponsor of the Deceuninck-Quick-Step Cycling Team or, as they like to call themselves, "The Wolfpack". The brewery sees the Wolfpack as the ideal ambassadors to draw attention to a highly topical issue: "don't drink & drive". To strengthen that message, the riders dressed up in a special jersey for the GP Samyn (2021).

We were thrilled by this idea. Not only because we've a great affinity for cycling but especially because of the clear and strong message of the campaign. In collaboration with Oona Agency, we developed the right strategy and output to spread the campaign across the Belgian media landscape. We focused mainly on the French-speaking press but also included the Dutch-speaking and foreign press. Our contribution to the campaign: content creation, pitching and preparing corporate interviews with the CEO of Alken-Maes, compiling and sending out seeding packages. Our goal was to reach the broadest possible audience. The result is a total of 60 clippings and an OTS (opportunity to see) of over four million people. With coverage in newspapers such as La Libre Belgique, Le Soir, Het Nieuwsblad and the print and online publications of the market leader in the south, Sudpresse, we largely exceeded expectations.

Triple Living

Impactful media relations and solid reputation management for Belgium's leading project developer

strategy - story mining - co-creation - media relations

The Antwerp-based project developer Triple Living embodies architectural gems by teaming up with internationally renowned architects. We give them strategic advice on reputation and crisis management combined with regular media training.

We give them strategic advice on reputation and crisis management combined with regular media training. Add to that a broad network of national broadcast, lifestyle, and architectural/design media and you get a very successful mixture that regularly leads to national front pages and TV and radio coverage.

Starcasino Koers Zoekt Vrouw

A talent show in search of female cyclocross talent

storytelling - media relations

The women of the Starcasino Team were looking for new cyclocross talent and therefore travelled through Flemish fields looking for a new star for their red brigade. Three ladies made it to the final stage where one of them won a coveted professional contract with the star team. In this project, we showed our best strategic and executive side. The turnaround time was less than a week so our responsiveness and flexibility had to be top notch. We came up with a good strategy that created maximum impact followed by a solid execution. We used a targeted approach for the Flemish and international press and launched a general press release mixed with regional versions.

The results speak for themselves, national media coverage with several articles in key print publications and lots of interviews with regional radio and TV stations. Thanks to strong media relations and tailor-made one-to-one communication, we achieved nice coverage.


Taking PR to the next level for the healthy restaurant chain

strategy - story mining - media relations

Foodmaker, a bold brand with a rock star CEO, embodies fantastic food and a great vision on healthy living. When they asked us to help optimise their PR efforts, we were over the moon. We’ve been helping them with strategic communications advice, story mining, copywriting, and PR outreach in the north and south of the country since March 2020.

We’ve generated massive media coverage for lifestyle and corporate projects, such as the foodbox Back on Track, the Mercury Prize for best shopping concept, and a major deal with a caterer in The Netherlands. The quality and quantity of coverage is consistently on point across the board, thanks to our excellent network with Dutch and French speaking journalists and our journalistic way of working.


Opening a trendy co-working spot in the middle of a crisis

strategy - storytelling - media relations

Opening a new co-working spot during the Covid-19 crisis is clearly a challenge. In terms of business, but also communication. However, the opening of Silversquare's newest co-working spot, Bailli, was a huge opportunity to share the company’s exciting growth ambitions.

We advised our client on their approach, prepared the story and the spokespersons, and pitched the news to our broad network of journalists from both sides of the country.

Brussels Flight Simulators

Launching the first F-16 simulators on Belgian soil

media relations - social media advertising - communications consultancy

Brussels Flight Simulators called on Brum Smith to professionalize and intensify its marketing activities and give sales a boost. We designed an integrated social media advertising, public relations and communications campaign.

The results were great: we were able to generate more than twenty pieces of coverage in national media. Both VTM and RTL did an exclusive report for the evening news when Prince Laurent came to visit, and Radio 2, the country’s biggest radio station, did an interview with Brussels Flight Simulators about the launch of the F-16 simulators. The campaign also achieved fantastic scores on social media.

Test Aankoop - Test Achats

Boosting subscriptions for the Belgian consumer body

influencer marketing

The Belgian consumer body known as Test Aankoop - Test Achats was struggling to increase its subscriptions and had designed a new marketing campaign to do so. However, they wanted to try something new, which they believed in but didn't know quite how to implement strategically. So they called on Brum Smith to design and implement a lifestyle influencer marketing campaign.

We worked with Dutch and French speaking lifestyle influencers with great credibility and reach within the right niche. This methodology worked really well, and with a total of 235,000 impressions and an engagement rate of 8.76 %, the campaign delivered fantastic results.


Inauguration of business parks in Wallonia

storytelling - media training - media relations

BVI.BE, the Belgian pioneer of SME and business parks, wanted to create awareness and visibility for a new business park in Wavre in Wallonia. Despite a first brief on achieving local media coverage, we were actually able to generate qualitative coverage on a national scale. An excellent example of the impact of our journalistic approach.

By interviewing our client and story mining the information, we knew we had a story that deserved more than merely local media attention. On top of massive media coverage in local media, we generated national media coverage, such as an in-depth article in Trends, the leading Belgian business magazine, La Libre Immo and Kanaal Z. The articles were a great success both in terms of quantity and quality: all key messages were represented with a powerful title that was high on our wish list. The achievement of articles that were completely on message was no coincidence: it was the result of an in-depth story mining and media training session with BVI.BE's founder and CEO, which helped them to outline the story and guide the interview in the right direction.


Launching the Belgian tablet for seniors

media relations - social media advertising - media training - influencer marketing

The team behind Zyzo, a tablet for seniors designed and engineered in Belgium, called on Brum Smith to help with the launch on the Belgian market. Creativity was key, as marketing & communications budgets were limited, and brand awareness and reputation almost non-existent. We teamed up with one of our partners to propose an integrated 360° marketing & public-relations campaign, consisting of social-media advertising, media relations and influencer marketing.

The results were tremendous: quality articles in local and national media, including TV, lots of stories and posts from lifestyle influencers who agreed to work with us in exchange for a Zyzo, and an impactful social-media advertising campaign on Facebook & Instagram.