A bright red B2B bookazine for Antwerp

We care, reach out and show you the way.

Clearly, Antwerp is a city for the future, a hub for talent and a magnet for foodies and culture lovers. The bookazine shows off Antwerp as a green and manageable metropolis. It is easy to meet other people and make contacts. That is the emotion that the City of Antwerp is looking for with the bookazine:  We care, reach out and show you the way.

Antwerp, that's the people

The City of Antwerp engaged Propaganda to tell an inspiring story to an international audience. We write about a business-friendly and innovative city for entrepreneurs and investors, researchers, designers and students. About what it's like to live and do business in Antwerp. It is the perfect narrative for all Antwerp's benefits in terms of development, investment, business and good living:

• Q&A's with business leaders and international entrepreneurs.
• Everything you need to know about the port of Antwerp-Bruges, the diamond trade, fashion design, chemistry, digital innovation. 
• Numerous tips for things to do & see and fun facts.
• Beautiful photographs and design.

Investing in Antwerp

With targeted content (including derivative videos), Antwerp will be positioned in a distinctive way to attract new investors, students and creative entrepreneurs. Antwerp is open for business, international, flamboyant and lively, innovative and creative, welcoming and multicultural. In the bookazine, we underline this image as an economic and innovative engine and its position as an entrepreneur-friendly city.

Collector's item

"We made sure the project was in line with the city's brand strategy and the city’s new house style. An authentic and positive publication was created within this official framework of new colour palettes, fonts, design language and composition options. It makes you feel like visiting the city, starting a business and making a new home," Lonneke Jagersma, content strategist at Propaganda, tells us. "The publication characterizes Antwerp as a city of real people, entrepreneurship and creativity. This is why we involved (international) people from Antwerp in the project. The personal anecdotes of international residents, interviews with entrepreneurs in Antwerp and administrators make the publication genuinely interesting. The portrait photography is unpolished and general imagery enhances the story. The 'need to know' and 'nice to know' sections are very valuable. This is a bookazine to keep," Lonneke continues.

Antwerp executives convinced

"We asked Propaganda to give the classic corporate brochure a new contemporary interpretation. Rather than the city publishing a brochure filled with boring texts, we let our target audience themselves talk about why they picked Antwerp as a city to work, do business and invest in. The enthusiasm of everyone interviewed also convinced several managers at the city and 'A warm welcome' became more than a brochure, it became a motto and conviction. We also used the content online on LinkedIn to strengthen our community there and it has really worked, everyone who participated became ambassadors of our city."

Nice to know

The bookazine is available online for free.

Get people moving by telling the right story. By using effective copy and the right images, you can spur your target audience into action. Want to know how we can do that for your business?

Do not hesitate to contact us: fabio.gilio@propaganda-group.be