Pilotcenter.net News: The Story of Brussels Airlines' Belgian Identity

Brussels Airlines recently launched a captivating publicity campaign, titled ‘A little piece of Belgium in the Air’, to showcase the essence of its Belgian roots to passengers. The campaign not only aims to highlight the airline's Belgian heritage but also to shine a spotlight on Belgium as a dynamic country, and the exceptional products and passenger experience the airline offers.

Emphasizing the importance of connecting with passengers on a personal level, Michel Moriaux, Head of Marketing at Brussels Airlines, stated, “Speaking your language is more than just words.” The airline prides itself on understanding travelers' needs, from seating arrangements to responsive customer service, and boasts a multilingual cabin crew fluent in French, Dutch, English, and more.

Beyond the stereotypes of beer and chocolates, Brussels Airlines expounds on what being Belgian truly means. From unique ‘Belgian Icon’ aircraft liveries inspired by Belgian culture to collaboration with renowned Belgian chefs for in-flight dining experiences, the airline's Belgian DNA is woven into every aspect of the passenger journey.

The ‘A little piece of Belgium in the Air’ campaign, unveiled on January 13, 2025, employs a multi-faceted approach across television, billboards, and social media to showcase the airline’s ‘Belgitude’. This term encompasses various initiatives undertaken by Brussels Airlines over the years to celebrate its Belgian identity, such as liveries paying homage to Belgian icons like Tintin and the Atomium building.

Brussels Airlines also has strong ties with the Belgian Red Devils and the Belgian Red Flames, the national soccer teams, displaying their team colors on select aircraft. From crew uniforms by Belgian designers to onboard amenities crafted by renowned Belgian brands, the airline's commitment to Belgian design is evident in every detail of the passenger experience.

In essence, the ‘A little piece of Belgium in the Air’ campaign not only aims to make Belgians feel at home when flying with Brussels Airlines but also to inspire international passengers to explore the rich culture and heritage of Belgium.