Limburg, the economic hotspot – nationwide TV campaign
Dikke”, Limburg’s own rapsinger from Lummen, was charged with the lyrics and music. Tom Vandeput, Provincial deputy for the Economy and Chairman of POM Limburg: “With this TV campaign, we are speeding up our regional promotion. We are strengthening Limburg’s positioning as an economic hotspot in Flanders.
Limburg is doing well economically in many areas. For example, the province can count on new companies, a fruitful start-up landscape and notable innovations. Provincial Executive member Tom Vandeput: “Nevertheless, our province is still lagging behind the rest of Flanders, for example in terms of innovation and employment. It is therefore the mission of POM Limburg to make our economy more competitive. Regional promotion, for example in the form of a national television campaign, plays an important role in this.”
Dikke
She speaks when the vision is there.
She shows you that every dream is worth it.
Blows air, fresh, as if it were March.
That from that one corner of the map.
An excerpt from the lyrics that the Lummen rapper Dikke wrote specifically for the campaign. Ten months ago, the musician from Limburg landed at number one in the Ultratop out of nowhere with his debut album, something that no other artist had ever done before. Millions of Spotify streams and a second album later, Dikke is an established name in and outside of Flanders. Tom Vandeput: “We specifically chose talent from Limburg to write the music. Moreover, Dikke fits our Limburg DNA perfectly: ambitious, hard-working and innovative.“
Artistic
The TV spot was given an extra artistic layer. Tom Vandeput: “Just like in our print campaign, we used the wind as a source of inspiration. Actress Lily Joan Roberts lent her face, but the real leading role is for our province as an economic hotspot.” Filming was done mainly with drone cameras. “We show economic Limburg in all its glory: from our wide-open space for business to the work spirit in the companies themselves.” The spot was released in December 2021 on Flemish television channels “één”, “Canvas”, “TVL” and “Kanaal Z”.
ABOUT POM Limburg, CROSSROADS OF CROSS-FERTILISATION
Limburg is the friendliest province in Flanders to work, do business, innovate and excel, with POM Limburg as an economic accelerator. On behalf of the provincial government, the POM team develops innovative projects aimed at boosting the digital transformation of Limburg, decarbonising and making the region more scalable. They concentrate on seven key industries: logistics, manufacturing, creative, energy, healthcare, construction, circular and digital. To achieve its objectives, POM Limburg connects businesses, employees, local governments, knowledge institutions and civil society.
As economic director of Limburg, POM Limburg is responsible for the development of new business parks, innovative campuses and business space master plans. The POM team supplies the economy with data, sets up future-oriented projects, connects businesses to the ecosystem, welcomes international businesses and brings together partners on platforms for every key sector. With digitisation and sustainability as a constant focus.
POM Limburg is run by social partners and local and provincial representatives, led by president and member of the provincial executive Tom Vandeput and general manager Noël Slangen.
Visit www.pomlimburg.be to find more about our projects.