On behalf of our client VISITFLANDERS we collaborated extensively with the Danish food project Copenhagen Cooking Festival 2024 as that year’s featured culinary partner. This strategic partnership aimed to position Flanders as a key culinary destination, placing its unique food culture, renowned beer traditions, and rich gastronomic heritage in the spotlight.
This extensive, educational, and fun(!) project put Flemish food culture on stage in 9 events, each with their separate theme and target audience – as well as an entire Flanders-area at the festival square in Kødbyen. Tickets for all events were available for purchase by interested audiences via online sales.
Our team handled nearly all aspects of the project, from conceptualization to execution, ensuring that VISITFLANDERS was prominently showcased throughout the festival.
Our comprehensive role included:
- Concept development: Designing unique culinary events and experiences to highlight Flanders’ diverse food culture.
- Visual identity and branding: Helping to shape the visual festival identity for VISITFLANDERS’ participation in collaboration with our partner agency First Coffee.
- Event coordination: Managing logistics, scouting for and negotiating event spaces for individual events.
- Press and influencer engagement: Organizing media participation at events, crafting press releases, and inviting key influencers to maximize visibility about Flemish culinary traditions and the concept of “GOESTING”.
- Project management: Overseeing the overall execution, ensuring that all activities aligned with VISITFLANDERS’ goals.
The festival featured a diverse array of activities, including exclusive beer tastings that highlighted Flemish brews such as the renowned lambic beer. Attendees also enjoyed culinary showcases by Michelin-starred Flemish chefs, who presented both sustainable and innovative plant-based dining experiences. Additionally, a unique “social ride” bicyle event made in partnership with the Danish media Euroman celebrated Flanders’ rich cycling culture, culminating in a gathering over traditional Flemish stew, fries and beer.
Results and Impact:
- The initiative successfully generated significant interest in Flanders as a culinary destination:
- 68% of surveyed event participants would now consider a trip to Flanders.
- 84% reported increased knowledge about Flemish food culture.
- Prior to the events, only 30% felt familiar with Flanders as a culinary destination, indicating a substantial impact on awareness.
The festival effectively demonstrated the relevance of promoting Flanders’ rich culinary heritage to an audience relatively unfamiliar with its offerings. VISITFLANDERS’ presence at Copenhagen Cooking Festival 2024 not only enhanced brand visibility but also provided a platform for showcasing the region’s diverse culinary attractions, solidifying its reputation as a vibrant food destination.
Image credit: Mikkel Bækgaard Photography
