Discover “Belgitude” in the Air with Brussels Airlines

Brussels Airlines has launched a vibrant new campaign titled “A little piece of Belgium in the Air” to showcase its unique Belgian DNA and premium passenger experience. With a keen focus on celebrating all that is authentically Belgian, the airline is inviting customers to experience more than just a flight—they’re offering a taste of Belgium high above the ground.

According to a recent statement from Brussels Airlines, the campaign is designed to let passengers know that the airline “speaks their language” in every sense. It’s not simply about communicating in French, Dutch, English, and many other languages with its multilingual cabin crew; it’s about understanding what truly matters to travelers. This includes ensuring that passengers can sit together onboard, enjoying the convenience of inclusive hand luggage and responsive, friendly customer service. In highlighting these values, Brussels Airlines seeks to distinguish itself from competitors while solidifying its strong Belgian heritage.

“Speaking your language is more than just words,” said Michel Moriaux, Head of Marketing at Brussels Airlines. “When people think of Belgium and a Belgian airline, they might immediately think of beer and chocolates. And yes, we do have those on board. But being Belgian is much more than those clichés.” With this statement, Moriaux underscores the carrier’s dedication to delivering a holistic Belgian experience—from its onboard cuisine and entertainment to its design and customer engagement.

The campaign, which launched on January 13, 2025, employs a cross-media strategy that spans television commercials, billboard advertisements at bus stops, airports, and dynamic social media channels. This integrated approach is intended to reach a diverse audience, making Belgians feel at home and enticing international travelers to discover the rich cultural tapestry of Belgium.

Brussels Airlines has long embraced its Belgian heritage, as demonstrated by various initiatives over the years. Since 2015, the airline has proudly displayed its Belgian Icon liveries on select Airbus A320 aircraft, featuring unique Tintin-inspired designs that celebrate beloved Belgian comic culture. Beyond Tintin, the airline has also incorporated references to the iconic Smurf characters and the world-renowned ‘Tomorrowland’ dance festival. Looking to the future, the carrier plans to unveil a new special livery in March 2025 that will honor the iconic Atomium building—a true symbol of Brussels and Belgian innovation.

This strong sense of “Belgitude” is also palpable in the premium offerings onboard. Passengers flying in long-haul business class are treated to gourmet menus crafted by top Belgian chefs such as Arabelle Meirlaan, Michaël Vrijmoed, and Peter Goossens. Their specially formulated menus, featuring locally sourced ingredients and traditional Belgian flavors, provide a luxurious dining experience that is uniquely reflective of Belgium’s culinary heritage.

The Belgian DNA extends even further, with Brussels Airlines forging lasting partnerships with Belgium’s national sports teams—the Red Devils and Red Flames. During critical matches, live score updates are broadcast across the cabin, and fans on board can catch these exciting moments while flying. Dedicated aircraft liveries, like the one featured on the Airbus A320 OO-SNO honoring the national teams, further reinforce the carrier’s commitment to celebrating national pride.

From crew uniforms designed by celebrated Belgian talents such as Gabrielle Schwarzenberg, to amenity kits created in collaboration with renowned Belgian brands like Serax and Ethnicraft, every detail on board embodies Belgian design excellence. Passengers also enjoy premium chocolates from Neuhaus and a selection of Belgian craft beers, ensuring that each flight is a culturally immersive experience.

With its “A little piece of Belgium in the Air” campaign, Brussels Airlines is not just flying passengers from point A to point B—it’s curating an authentic slice of Belgium at 30,000 feet. Whether you’re a Belgian looking to stay connected with home or a traveler eager to explore a new cultural flavor, every flight promises a unique journey infused with the best of Belgian heritage and innovation.

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