January 14 2025  |  Airline & Terminal News

Brussels Airlines highlights Belgian DNA in latest campaign

By PAX International Magazine Staff


Visuals from the latest Brussels Airlines campaign

Brussels Airlines has launched a campaign entitled “A little piece of Belgium in the air,” underlining the Belgian DNA of the airline. Brussels Airlines showcases its homebase while the campaign also focuses on its product, which it says distinguishes the airline from its competitors.

The campaign highlights that the multilingual airline staff speak French, Dutch, English and many more languages, true to the Belgian DNA, while emphasizing that “speaking your language” goes beyond words.

“When people think of Belgium and a Belgian airline, they might immediately think of beer and chocolates. And yes: we do have those on board. But being Belgian is much more than those clichés. From our special ‘Belgian Icon’ liveries to our uniforms designed by a student from the Royal Academy of Fine Arts in Antwerp: our Belgian DNA is everywhere. We’re happy to underline this ‘Belgitude’ both to make Belgians feel at home when flying with us, but also to make our international passengers eager to discover our country,” said Michel Moriaux, Head of Marketing, Brussels Airlines.

The campaign will showcase some typical examples of Brussels Airlines’ Belgitude in a cross-media approach, from TV-spots to advertisements at bus stops and in the airport, to several social media channels.

Brussels Airlines’ examples of Belgitude include:

  • The Belgian Icons: Starting in 2015 with a Tintin-designed aircraft, the Belgian Icons have become famous all over the globe. In March, Brussels Airlines will present the next Belgian Icon to the world: a homage to the Atomium.

  • Tomorrowland party flight: Last year, more than 14,000 festivalgoers from around the world travelled to Belgium on Brussels Airlines.

  • Belgian star chefs: Passengers travelling on long-haul business class flights can enjoy menus created together with Brussels Airlines and Arabelle Meirlaen, after successful cooperations with amongst others Michaël Vrijmoed, Peter Goossens and more.

  • The Belgian Red Devils and Red Flames: During important matches, scores of these games are shared onboard through the intercom.

  • Belgian design: Uniforms by Gabrielle Scwarzenberg, Amenity kits designed by three Belgian craftswoman, and partnerships with Belgian design brands like Serax and Ethnicraft.

Belgian food and drinks: Brussels Airlines has a longstanding partnership with Belgian premium chocolate brand Neuhaus, both on board and in its lounges. Passengers are also treated with a variety of Belgian beers, from brands like Stella or Leffe to small, regional breweries. Other Belgian food and beverage brands are to be found on board, like Spa, Lotus, Rombouts Coffee and Foodmaker.

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