Social content that gives everybody GOESTING in Flanders

With ‘GOESTING’, we gave Visit Flanders a content platform that puts our love of Flemish products and remarkable local flavours into words (or rather: into one word). One word, one platform – with content that invites international tourists to discover our surprising culinary culture. 

Promoting the quirky and distinctive cuisine of our small region (in our small country), surrounded by regions and countries with a rich, well-known culinary heritage, proved quite a challenge for Visit Flanders. Add to that the characteristic Flemish modesty, and it becomes clear that proudly showcasing our region’s charming character and (culinary) heritage is not self-evident. Visit Flanders asked us to highlight Flanders’ exceptional range of artisan products, sumptuous dishes, impressive craftsmanship, and our lively food and drink culture, with an always-on social strategy. 

With ‘GOESTING’, we created an umbrella concept that is as straightforward and no-nonsense as the people of Flanders themselves, emphasising our idiosyncrasy and pride. Because Flanders doesn’t just have a solid food and drink culture; enjoying it to the fullest is our main priority as ‘bon vivants’, and we don’t mind “doing our GOESTING” in the kitchen – swimming against the tide, and going against culinary trends. With “GOESTING” as our ‘mise en place’, we launched a branded Instagram channel, @GOESTINGinFlanders, feeding it with consistent content formats and a wide range of assets. 

In the first phase, we made visitors’ mouths water with five formats that put our culinary assets on the international map for everyone who loves good food and drink:

• GOESTING Pairings: refreshing combos of the best Flemish dishes and beers. We might have gone overboard testing them ourselves. 

• Flavour Facts: striking did-you-knows about Flemish dishes and products. Are you still buying the story that one can only eat mussels in months that have an ‘R’ in their name? 

• GOESTING Gems: personal stories and restaurant recommendations by GOESTING ambassadors such as Seppe Nobels, Filip Claeys, and Nick Bril.  

• GOESTING Experience: culinary experiences that highlight the richness of Flanders’ offering: from brewery visits to asparagus farm tours. Tasty content for international tourists who not only want to eat well but are also interested in the ‘colour local’ of their destination. 

• Finally, our GOESTING Getaways list the most interesting culinary events for the upcoming month.  

GOESTING for more 

This first wave laid the groundwork for even more content and campaigns that will make foreign travel foodies want to visit Flanders. That’s how we give everyone a taste of Flanders – or a taste of GOESTING.