'Sprout to be Brussels' aims to conquer the Belgian capital

Various campaigns have been launched - or are about to be set up - to boost the international and local image of Brussels, Flanders or Belgium.

"Sprout to be Brussels" is highlighting the Belgian capital and has the cooperation of concert halls, hotels, bars, restaurants and companies. "Sprout to be Brussels" is the slogan of this new campaign intended to promote the Belgian and Flemish capital following the March attacks. The slogan is a play on the words "Proud to be Brussels" and the iconic vegetable Brussels sprouts which are being used to make Brussels more attractive again.

The campaign has been launched by the private sector and stickers are already appearing here and there on the streets of Brussels. Several existing initiatives are now being brought together under the #sprouttobebrussels label because together we are stronger.

Stickers, badges and many other gadgets displaying the slogan and the Brussels spout are planned. Cédric Swaelens: "Everybody can join in: shopkeepers, artists and ordinary people. This is a bottom-up organisation. Everybody eager to shore up the image of the capital can make use of the material."

Brussels Airlines, the Rossel media group, the Brussels Hotel Association, the Brussels chamber of commerce, the post office and the Dutch high street bank ING have all joined the campaign.