As winter settles in, January often gets a bad rap. The lack of light, the seemingly endless stretch of days with nothing to do, and the overall dip in energy levels collectively contribute to making January the least popular month of the year. However, for the second consecutive year, Visit.Brussels is boldly proclaiming that January is still the reigning champion of boredom. But fear not, for the remedy is as clear as ever – head to Brussels, the capital purpose-built to combat the winter doldrums.
In their latest professional campaign, aptly titled ‘January is still Boring,’ Visit.Brussels, in collaboration with ad agency Air Brussels, takes a witty and candid approach to address the universal sentiment of January blues. Acknowledging the challenges that come with this time of the year – the gloomy weather, the post-holiday lull, and the general lack of excitement – the campaign encourages a change of scenery, inviting people to break free from the monotony and experience the vibrant charm of Brussels.
The core message revolves around the undeniable fact that January might be dull, but the solution is anything but obscure. Brussels, with its rich tapestry of cultural attractions, culinary delights, and lively atmosphere, stands as the antidote to the January blues. The campaign leverages both digital and film media to convey this message, aiming to captivate the audience’s imagination and prompt them to consider Brussels as the ideal destination to shake off the winter-induced ennui.
Published in Belgium in December 2023, the ‘January is still Boring.’ campaign not only showcases the creative prowess of Air Brussels but also positions Brussels as a city that thrives in offering an antidote to the dullness that January brings. By highlighting the city’s unique blend of history, art, and entertainment, Visit.Brussels encourages individuals to turn the page on the dullness of January and immerse themselves in the vibrant experiences that Brussels has to offer. Whether it’s exploring historic landmarks, indulging in culinary delights, or simply soaking in the lively ambiance, Brussels emerges as the perfect remedy for those seeking to escape the monotony of the winter month. So, why endure a boring January when the charm of Brussels awaits?
