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Project Introduction

Floralia Brussels is an annual spring flower exhibition organized on the premises of the castle of Grand-Brigand (‘Groot-Bijgaarden’) on the outskirts of the city of Brussels. From April 7 to May 5, 2017 the exhibition will be held for the 14th time. The castle of Grand-Brigand was first built in the 12th century, the current castle was built in Renaissance style in the 17th century. In 1902 the castle became property of Raymond Pelgrims de Bigard, the grandfather of the current owner Mr. Pelgrims.

Every year the show attracts many tourists from Europe and the world, including Japan. Since a few years an increasing number of Chinese tourists visit the flower show. In June 2015 Horsten International met with the CEO of Floralia during a trade mission in Beijing, after which Floralia contacted Horsten International to help them make a Chinese website. After a first meeting it became clear that Horsten could assist Floralia in other areas as well, such as communication and follow up with tour operators, online marketing, etc.


Involvement of Horsten International

Immediately from the start of the project, at the end of November 2015, Horsten appointed one of its project managers to act as Floralia Brussels' China representative, responsible for business development and handling communication with Chinese tour operators.

Meanwhile, with the help of Horsten's team in China, the conceptual design of the Chinese language website was laid out. It is important to note that the Chinese language website is not a copy of the original, it has been localized, i.e. adapted to Chinese browsing habits. The website is also hosted in China to make it easier accessible and traceable by Chinese search engines and visitors. After finalizing the website design, website content was translated and created.

Finally, in order to simultaneously garner interest for the new Chinese language website and the upcoming flower show, a multi-channel online marketing campaign was launched when the website went online.