Launching Hasselt’s largest business park from scratch: that was the challenge project developers Futurn and DMI Vastgoed gave us. How do you convince about 70 SMEs to move to the 7.5 hectare former Concentra site and into new SME units and large, tailor-made company buildings?
The business park was named Heros, inspired by a public naming competition that immediately attracted the first press attention. With the tagline “room to grow for entrepreneurial heroes” we enhanced the brand proposition: a place for entrepreneurs with ambition, desire to grow and guts. Because if you want to grow as an entrepreneur, you have to dare to jump at the right time.
The heroes of Heros are the entrepreneurs of Hasselt. During the launch campaign, we proudly presented them as ambassadors and let them tell their own personal story. Which leap was essential for the growth of their company? We used their success stories to encourage and convince a new generation to dare to jump – using Heros as their diving board.
The heroes of Hasselt
We shared the epic tale of Heros with the world through press releases, a dedicated website, brochures, a 12-metre billboard and 400 meters of fencing banners. And it was a hit! The SME units sold like hot cakes and well-known companies such as Mediahuis, Carglass, Unizo and Liantis became residents of Heros.
Do you need your brand to move people?
The launch of Heros was a great success: together with brandstichters we were able to convince the perfect audience to locate their business here. And our collaboration is far from over – we still have 3 phases to go!