VISITFLANDERS: The MUD SOLDIER

The Mud Soldier by VisitFlanders

One hundred years after the WW1 Battle of Passchendaele, how do you keep the memory alive and inspire people to visit Flanders Fields?

VisitFlanders created The Mud Soldier, a mud and sand sculpture on Trafalgar Square that was worn away by water in 4 days. Media and the public immediately embraced the statue as a symbol of WWI soldiers' daily struggle and sacrifice, resulting in a huge exposure in both traditional and social media.

The Mud Soldier continued his life on social media, figuring as the starting point for a CRM (re)targeting campaign in 6 countries, linking commemoration and history to destination Flanders and ultimately to bookable offer. 6.8 million impressions were reached in the UK alone.

Event Partners

Europcar Europcar Europcar Europcar Europcar Cirque Du Soleil

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