Stad Antwerpen

In 2019 Stad Antwerpen opted for a partnership with The Pool to promote “ Winter in Antwerpen”. We used both local and national media to inspire and activate the right audience. 

At the Pool we always strike for maximum impact and minimum waste.


The results of the recent years show that the number of visitors coming from the province of Antwerp has dropped out. The first objective of the campaign was therefore to promote WIA for the residents of the Antwerp Province. In addition we also had to motivate the rest of Flanders to visit the event.

Focus on experiences and innovations such as the light show and the radio plays for children without losing attention for the overall program.


With the campaign launch we worked out an impactful format in Gazet van Antwerpen en Het Nieuwsblad: 2/1 pano in both newspapers. So we touched a broad audience in Antwerp and the rest of Flandres and inspired people to come to Winter in Antwerpen.

Further in the campaign we worked with an insert in the Gazet van Antwerpen. This insert focused on the radio plays and the kids friendly activities to attract young parents to WIA.

Along with the pano in the newspapers, we worked with an impactful online format: a take-over on and which we delivered on a short time steed. We also published a native online dossier on a longer period targeted on the desired target groups.


As cherry on the cake, with Broadcaster SBS, we created a combotrailer which was aired on VIER and VIJF during the Christmas period. Strong broad call-to-action to come to Antwerp and experience Winter in Antwerpen.

 A strong combination of storytelling, activation and geotargeting.



  • Gazet van Antwerpen, Het Nieuwsblad

Target Groups

  • Antwerp + Flanders
  • Family
  • Family with Young Children
  • Regional Targeting


“Winter in Antwerpen” was a huge succes in 2019 both for the Flemish people and the residents of Antwerp itself.

Quote Press Release 05-01-20 Vandaag werd Winter in Antwerpen officieel afgesloten met een gezellige Winter-BBQ aan de Scheldekaaien ter hoogte van de Voetgangerstunnel. Vier weken lang werd de binnenstad ingepalmd door een magisch winterwonderland. Niet enkel de klassiekers maar ook de nieuwigheden werden erg gesmaakt. Dit jaar kwamen 1.400.000 bezoekers een kijkje nemen. Dit is ca. 22 % meer dan vorig jaar.