In the period leading to the Belfius EuroHockey Championships, a communication campaign was set up for the Belgian market to stimulate the sale of tickets and awareness about the event.
In previous years, the Red Lions had always been second in major tournaments, both at the 2016 Olympic Games in Rio and the 2017 EuroHockey Championships in Amsterdam. A campaign was launched under the heading of “Red is the new Gold”, in which the national teams openly revealed their ambition to win gold at the next tournament. They believed it themselves and now it was a matter of convincing the general public and helping them get behind this ambition.
Posters, videos and many other items were launched in print, on radio and on social media to reinforce the ‘Red is the new Gold’ campaign. What followed was that our Red Lions became European champions in Antwerp.