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Flanders Technology & Innovation (FTI) is a new initiative with which the Flemish government wants to arm our region for the future. FTI wants to connect people and knowledge to create innovations that strengthen our competitiveness and the well-being of society in a sustainable way.

In March 2024, FTI organised the Flanders Technology & Innovation Festival, an event spanning ten days and six cities. It’s goal? Showcase technology & innovation in Flanders, inspire people with a broad range of initiatives, promote STEM training and help citizens find a job in the various policy areas.​

In support of this FTI came to us asking to generate media coverage around the festival. In the months leading to the event we pitched in-depth interviews with several of these local and (inter)national keynote speakers as a way to incite enthusiasm and interest for the extensive programming of FTI Festival. 

Once the event inched closer, we ramped up the operations, setting up overview calls with the chief editors of the most important publications, giving them a hands-on insight of the myriad of workshops, speakers, topics and locations. Which, in turn, allowed them to cherry-pick the parts of the program most relevant for them. Additional interviews and a broad press mailing supported the separate events per city.


Our work during the festival consisted of three major parts. First we needed to generate a maximum of press coverage for the kick-off event in Ghent’s Wintercircus. The launch event welcomed the entire Flemish government, many stakeholders, but also over a hundred local Ghentians who received a sneak preview of the renovated Wintercircus and the many installations FTI had put in place for the festival. With national media present and many more reporting about it, it’s safe to say that the opening didn’t go unnoticed. 

Throughout the week we also worked on generating additional press coverage for the first edition of ‘Open Technologie- en Innovatiedag’ that took place as part of FTI Festival. This free event offered an exclusive look behind the scenes at some of the most impressive tech and innovation companies Flanders has to offer. Over forty companies welcomed curious neighbours, citizens and technology enthusiasts with open arms. We alerted media in advance so their audience could mark their calendars, and connected the right dots in local media to drive coverage on the day itself. 

Finally with the final weekend of the FTI Festival we set our sights on the FTI Closing Festival. For the occasion Antwerp’s Sportpaleis and Lotto Arena became thé place where Flemish tech and innovation came together. With no less than 87 activities on the programme, it proved to be an interactive and unprecedented experience for young and old. Media attended the closing event, making sure it was also covered from different perspectives and in different outlets. Ranging from national and regional television (both VTM Nieuws and VRT Journaal, as well as AVS), over national radio to online and newspapers, both national and regional. 

Across all layers in the approach, we managed to generate a stagering 900 press features and we can state that even with an impressive total visitor count of 177.500, many more Flemish citizens read, watched and listened to coverage surrounding the event.

  • Increase brand awareness among the Belgian public through a solid press communication approach. 
  • Develop and create PR hooks around FTI Festival, differentiating the several city festivals and their own unique approaches. 
  • Pitch and set up interviews with keynote speakers. 
  • Invite media to exclusive press previews, host media during the event. 
  • Maximize press coverage across all layers of the FTI Festival offering.