Drawing tourists to the Belgian coast

With a solid strategy, an intriguing concept and a fitting name, Zeemodus helps the West Flanders tourism office, Westtoer, showcase the diverse appeal of the Belgian coast to locals and tourists alike – not just in summer, but all year round.

Following a public tender, we were selected to create an image campaign that would reposition the Belgian coast as a year-round destination. The challenge was clear: shift perceptions and show that the coast has much more to offer than just sand ‘n summer holidays.

At the coast, you can be the best version of yourself. This simple yet powerful strategic insight inspired our campaign line, Zeemodus – a reference to the unique state of physical and mental well-being associated with the Belgian coast. It’s that instant feeling of relaxation and freedom, coupled with sweet childhood memories.

With humour and a nostalgic touch, we came up with a range of personalities to represent Zeemodus. From ice cream indulgence to artistic explorations and outdoor adventures: the people in our campaign are having a blast, and showcase the many possibilities that the Belgian coast offers.

By blending strategic insight with lighthearted storytelling, we present the Belgian coast as a year-round escape to a broad audience; a place where everyone can feel free and be themselves. Together with the Flemish coastal municipalities, Westtoer rolled out the campaign on social media and across Flemish streets through out-of-home advertising, capturing attention with its playful tone and relatable scenarios. Flemish Minister of Tourism Melissa Depraetere attended the campaign launch. She promised that Flanders would invest more in promoting the coast as the perfect getaway close to home.