Antwerp wants to appeal to Gen Z - but how?
Visit Antwerp knocked on Chase's door with a clear question: how do we make our city a must-visit destination for Gen Z? Not for a selfie at the cathedral, but for an experience that sticks. The challenge: This target group thinks, plans, travels and experiences differently. What makes a city interesting enough to linger longer? What hotspots do they want to discover? And what are they missing in Antwerp today?
Chase was tasked with turning this generation inside out, and putting Antwerp along that same measuring stick.
Not a classic campaign, but a strategic process. One that started with the right questions and ended with ideas that really set the city in motion.
Research, but with schwung
Not a static PowerPoint. But dynamic research that lives. Chase combined desk research with field research at home and abroad. We delved into the world of Gen Z in Belgium, the Netherlands, France and Germany, examined travel trends, favorite destinations and delved deep into their behavior.
We launched a survey among more than 240 young people, organized workshops with Antwerp creators, conducted in-depth interviews with tourism experts and conducted field research in the city. How does Gen Z move? Where do they drop out? What do they share, what do they skip? Everything was included.
On top of that: the creative approach you expect from Chase. We translated data into personae, communication opportunities, offer ideas and strategic guidelines for city marketing today.
From insights to action
Chase presented a complete strategic plan, including trends, personas, city concepts and concrete campaign suggestions. Not theory, but hands-on ideas that Visit Antwerpen could use right away. Think: local collaborations, content formats, events, partnerships and even rebranding of Antwerp neighborhoods.
The presentation made an impression. Visit Antwerp was visibly enthusiastic about the feasible proposals and the fresh perspective. Several ideas are currently being evaluated or prepared for implementation.
In short: a future plan that does not end up in the drawer, but lives.
Like the city itself.
