{"id":3189,"date":"2026-09-29T13:27:11","date_gmt":"2026-09-29T13:27:11","guid":{"rendered":"https:\/\/braconnier.agency\/?post_type=work&#038;p=3189"},"modified":"2026-09-30T23:17:02","modified_gmt":"2026-09-30T23:17:02","slug":"greater-liege","status":"publish","type":"work","link":"https:\/\/braconnier.agency\/fr\/work\/greater-liege\/","title":{"rendered":"\"Li\u00e8ge n'est pas sympa\" : la campagne de marketing territorial de Greater Li\u00e8ge"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3189\" class=\"elementor elementor-3189\" data-elementor-post-type=\"work\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c9f90f8 e-con-full e-flex e-con e-parent\" data-id=\"c9f90f8\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-016c050 e-con-full e-flex e-con e-child\" data-id=\"016c050\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4500e51 elementor-widget elementor-widget-heading\" data-id=\"4500e51\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">\"Li\u00e8ge n'est pas sympa\" : la campagne de marketing territorial de Greater Li\u00e8ge<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4b70c81 e-con-full e-flex e-con e-child\" data-id=\"4b70c81\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-157463a elementor-align-left elementor-widget elementor-widget-post-info\" data-id=\"157463a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-cbcdb67 elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<a href=\"https:\/\/braconnier.agency\/fr\/category\/city-marketing\/\" class=\"elementor-post-info__terms-list-item\">CIty Marketing<\/a>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c186566 e-con-full e-flex e-con e-parent\" data-id=\"c186566\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-db26ad6 e-con-full e-flex e-con e-child\" data-id=\"db26ad6\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;video&quot;,&quot;background_play_on_mobile&quot;:&quot;yes&quot;,&quot;background_video_link&quot;:&quot;https:\\\/\\\/vimeo.com\\\/1231605305&quot;}\">\n\t\t<div class=\"elementor-background-video-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-video-embed\" role=\"presentation\"><\/div>\n\t\t\t\t\t\t<\/div><div class=\"elementor-element elementor-element-5d2c0f0 e-grid e-con-full e-con e-child\" data-id=\"5d2c0f0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e24a1b elementor-widget elementor-widget-text-editor\" data-id=\"5e24a1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>Client<\/strong> Gre Li\u00e8ge\u00a0 \/\u00a0 <strong>Direction Cr\u00e9ative<\/strong> Bastien Braconnier\u00a0 \/\u00a0 <strong>Creative Sparring<\/strong> Giulia Canis, M\u00e9lissa Wilmet, Artan Rushidi\u00a0 \/\u00a0 <strong>Artistic Direction<\/strong> Romain De Paepe \u00a0\/\u00a0 <strong>Project Management<\/strong> Giulia Canis\u00a0 \/\u00a0 <strong>Vid\u00e9os <\/strong>Melvin Fernandez, John Akwete\u00a0 \/\u00a0 <strong>Photos<\/strong> Bastien Braconnier, John Akwete\u00a0 \/\u00a0 <strong>Website<\/strong> Jonas Thiry<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ed9ca89 e-flex e-con-boxed e-con e-parent\" data-id=\"ed9ca89\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ffd5ab3 elementor-widget elementor-widget-text-editor\" data-id=\"ffd5ab3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>\u00ab Li\u00e8ge n'est pas sympa \u00bb est une campagne de marketing territorial audacieuse pour la m\u00e9tropole li\u00e9geoise, d\u00e9ploy\u00e9e en plein c\u0153ur d\u2019Anvers.<\/p><p>La m\u00e9tropole li\u00e9geoise est bien connue. Tr\u00e8s bien connue, m\u00eame. Mais sa r\u00e9putation ne raconte qu\u2019une partie de son histoire. Derri\u00e8re l\u2019image d\u2019un territoire chaleureux, festif et profond\u00e9ment humain se cache un territoire port\u00e9 par l\u2019industrie, la recherche, l\u2019innovation, la culture et l\u2019entrepreneuriat. Le d\u00e9fi de la M\u00e9tropole n\u2019\u00e9tait donc pas de gagner en notori\u00e9t\u00e9, mais de faire \u00e9voluer les perceptions.<\/p><p>Pour son lancement, Braconnier a imagin\u00e9 une campagne d\u00e9lib\u00e9r\u00e9ment provocatrice \u00e0 destination du public flamand :\n\n\n16:57 <span style=\"text-decoration: underline;\"><strong>Luik is niet leuk<\/strong><\/span>, qui signifie litt\u00e9ralement \u00ab Li\u00e8ge n\u2019est pas sympa \u00bb.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0b3ca02 e-flex e-con-boxed e-con e-parent\" data-id=\"0b3ca02\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d3e1636 elementor-widget elementor-widget-text-editor\" data-id=\"d3e1636\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Un jeu de mots simple et l\u00e9g\u00e8rement impertinent qui prend \u00e0 contre-pied l\u2019un des clich\u00e9s les plus r\u00e9pandus sur Li\u00e8ge. Et pour \u00eatre certains qu\u2019il ne passe pas inaper\u00e7u, nous avons choisi d\u2019en faire moins, mais en plus grand : une pr\u00e9sence forte au c\u0153ur d\u2019Anvers, notamment gr\u00e2ce \u00e0 un panneau d\u2019affichage de 250 m\u00b2. Un QR code directement int\u00e9gr\u00e9 \u00e0 la campagne invite les passants \u00e0 aller au-del\u00e0 du slogan et \u00e0 d\u00e9couvrir, sur le site du Grand Li\u00e8ge, les faits qui l\u2019\u00e9tayent. Le panneau attire l\u2019attention. Le site apporte les preuves.<\/p>\n<p>Parce que la provocation ne fonctionne que lorsqu\u2019elle repose sur des faits.<\/p>\n<p>La campagne se prolonge donc sur une plateforme num\u00e9rique enti\u00e8rement fond\u00e9e sur des preuves. Derri\u00e8re chaque affirmation se trouvent des faits, des chiffres, des entreprises, des innovations, des talents et des r\u00e9ussites qui r\u00e9v\u00e8lent un autre visage de la m\u00e9tropole li\u00e9geoise. Plus pr\u00e9cis. Plus ambitieux. Plus contemporain.<\/p>\n<p>Nous avons con\u00e7u la campagne comme un parcours simple : interpeller, semer le doute, apporter des preuves, faire \u00e9voluer les perceptions. Car parfois, pour amener les gens \u00e0 voir un territoire autrement, il faut commencer par leur dire exactement ce qu\u2019ils ne s\u2019attendent pas \u00e0 entendre.<\/p>\n<p><a href=\"https:\/\/www.greaterliege.be\" target=\"_blank\" rel=\"noopener\"><span style=\"text-decoration: underline;\">www.greaterliege.be<\/span><\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-37bd037 e-grid e-con-full e-con e-parent\" data-id=\"37bd037\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0a16933 animated-fast elementor-invisible elementor-widget elementor-widget-image\" data-id=\"0a16933\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;,&quot;_animation_delay&quot;:100}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"866\" height=\"1300\" src=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13.webp\" class=\"attachment-full size-full wp-image-3203\" alt=\"\" srcset=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13.webp 866w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13-200x300.webp 200w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13-682x1024.webp 682w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13-768x1153.webp 768w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_13-8x12.webp 8w\" sizes=\"(max-width: 866px) 100vw, 866px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ef2165 elementor-invisible elementor-widget elementor-widget-image\" data-id=\"0ef2165\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;,&quot;_animation_delay&quot;:50}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"866\" height=\"1300\" src=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16.webp\" class=\"attachment-full size-full wp-image-3219\" alt=\"\" srcset=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16.webp 866w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16-200x300.webp 200w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16-682x1024.webp 682w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16-768x1153.webp 768w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_16-8x12.webp 8w\" sizes=\"(max-width: 866px) 100vw, 866px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-175e8fa e-con-full e-flex e-con e-parent\" data-id=\"175e8fa\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f12ec89 elementor-widget elementor-widget-video\" data-id=\"f12ec89\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;vimeo&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;show_image_overlay&quot;:&quot;yes&quot;,&quot;image_overlay&quot;:{&quot;url&quot;:&quot;https:\\\/\\\/braconnier.agency\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/braconnier_greater-liege_04.webp&quot;,&quot;id&quot;:3194,&quot;size&quot;:&quot;&quot;,&quot;alt&quot;:&quot;&quot;,&quot;source&quot;:&quot;library&quot;}}\" data-widget_type=\"video.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<iframe class=\"elementor-video-iframe\" allowfullscreen allow=\"clipboard-write\" title=\"vimeo Video Player\" src=\"https:\/\/player.vimeo.com\/video\/1231595291?color&amp;autopause=0&amp;loop=1&amp;muted=0&amp;title=0&amp;portrait=0&amp;byline=0#t=\"><\/iframe>\t\t\t\t<div class=\"elementor-custom-embed-image-overlay\" style=\"background-image: url(https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_04.webp);\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-custom-embed-play\" role=\"button\" aria-label=\"Lire la vid\u00e9o\" tabindex=\"0\">\n\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-eicon-play\" viewbox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M838 162C746 71 633 25 500 25 371 25 258 71 163 162 71 254 25 367 25 500 25 633 71 746 163 837 254 929 367 979 500 979 633 979 746 933 838 837 929 746 975 633 975 500 975 367 929 254 838 162M808 192C892 279 933 379 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class=\"elementor-background-video-embed\" role=\"presentation\"><\/div>\n\t\t\t\t\t\t<\/div><div class=\"elementor-element elementor-element-b8ce0ea e-grid e-con-full e-con e-child\" data-id=\"b8ce0ea\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-59f6de3 e-con-full e-flex e-con e-parent\" data-id=\"59f6de3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3c02e03 animated-fast elementor-invisible elementor-widget elementor-widget-image\" data-id=\"3c02e03\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;,&quot;_animation_delay&quot;:100}\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"866\" height=\"1300\" src=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17.webp\" class=\"attachment-full size-full wp-image-3220\" alt=\"\" srcset=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17.webp 866w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17-200x300.webp 200w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17-682x1024.webp 682w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17-768x1153.webp 768w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_17-8x12.webp 8w\" sizes=\"(max-width: 866px) 100vw, 866px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-428283d elementor-widget elementor-widget-image\" data-id=\"428283d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2250\" height=\"1500\" src=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10.webp\" class=\"attachment-full size-full wp-image-3200\" alt=\"\" srcset=\"https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10.webp 2250w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-300x200.webp 300w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-1024x683.webp 1024w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-768x512.webp 768w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-1536x1024.webp 1536w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-2048x1365.webp 2048w, https:\/\/braconnier.agency\/wp-content\/uploads\/2026\/09\/braconnier_greater-liege_10-18x12.webp 18w\" sizes=\"(max-width: 2250px) 100vw, 2250px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-cb1d569 e-con-full e-flex e-con e-parent\" data-id=\"cb1d569\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ae0c95e animated-slow elementor-invisible elementor-widget elementor-widget-text-editor\" data-id=\"ae0c95e\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"text-decoration: underline;\">Client: GRE Li\u00e8ge\u00a0<\/span><\/p><p><span style=\"text-decoration: underline;\">Agence : Braconnier<\/span><br \/>Creative Direction: Bastien Braconnier<br \/>Creative Sparring: Giulia Canis, M\u00e9lissa Wilmet, Artan Rushidi <br \/>Artistic Direction: Romain De Paepe<br \/>Project Management: Giulia Canis<br \/>Videos: Melvin Fernandez, John Akwete<br \/>Photos: Bastien Braconnier, John Akwete<br \/>Web design: Romain De Paepe<br \/>Web development: Jonas Thiry<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-bfcf668 e-con-full e-flex e-con e-parent\" data-id=\"bfcf668\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6b2c7d7 elementor-widget elementor-widget-video\" data-id=\"6b2c7d7\" data-element_type=\"widget\" data-e-type=\"widget\" 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To launch Greater Li\u00e8ge, we chose not to promote the city. We started by provoking it.<\/p>","protected":false},"featured_media":3200,"template":"","categories":[37],"tags":[],"class_list":["post-3189","work","type-work","status-publish","has-post-thumbnail","hentry","category-city-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>&quot;Li\u00e8ge is not nice&quot;: Greater Li\u00e8ge\u2019s City Marketing Campaign - Braconnier<\/title>\n<meta name=\"description\" content=\"How do you change the perception of a place everyone thinks they already know? To launch Greater Li\u00e8ge, we chose not to promote the city. 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