On Monday, Brussels Airlines launched the campaign ‘A little piece of Belgium in the air‘, underlining the Belgian DNA of the airline. The Belgian airline is proud to showcase its homebase, but the campaign also focusses on its high-quality product, distinguishing the airline from its competitors.

“Brussels Airlines speaks your language. Literally and figuratively. The multilingual staff speak French, Dutch, English and many more languages: true to the Belgian DNA. But ‘your language’ is more than just words”, Brussels Airlines says in a press release. 

The Belgian carrier understands what is important to travellers: sitting together on board, hand luggage always included and responsive customer relations are just a few examples of how the airline sets itself apart from the competition.

“When people think of Belgium and a Belgian airline, they might immediately think of beer and chocolates. And yes: we do have those on board. But being Belgian is much more than those clichés. From our special ‘Belgian Icon’ liveries to our uniforms designed by a student from the Royal Academy of Fine Arts in Antwerp: our Belgian DNA is everywhere. We’re happy to underline this ‘Belgitude’ both to make Belgians feel at home when flying with us, but also to make our international passengers eager to discover our country”, Michel Moriaux, Head of Marketing at Brussels Airlines, says.

The new campaign will showcase some typical examples of Brussels Airlines’ Belgitude in a cross-media approach: from TV-spots to advertisements at bus stops and in the airport, but also on several social media channels. This is what the campaign will look like:

A few examples of Brussels Airlines’ Belgitude

• The Belgian Icons. Starting in 2015 with a Tintin-designed aircraft, the Belgian Icons have become famous all over the globe. In March, Brussels Airlines will present the next Belgian Icon to the world: a homage to the Atomium.
• Tomorrowland party flight. Brussels Airlines is a proud partner of Tomorrowland, and the party flights have become a tradition. In 2024, over 14,000 festivalgoers from around the world travelled to Belgium on Brussels Airlines. A dedicated Amare-aircraft shows how both parties are invested in a long-term partnership.
• Belgian star chefs. Passengers traveling on board long-haul business class flights are pampered with the best of Belgium on their plate. Currently, Brussels Airlines creates menu’s together with Arabelle Meirlaen, after successful cooperations with amongst others Michaël Vrijmoed, Peter Goossens and many more.

The Belgian Red Devils and Red Flames

Whether it’s bringing the Belgian national football heroes to their international games, or promoting them on the outside of an aircraft: Brussels Airlines and the Belgian Red Devils (male football team) and Belgian Red Flames (female football team) have a deep connection. During important matches, scores of the game are also shared on board through the intercom.

Belgian design

From uniforms by Gabrielle Scwarzenberg, to amenity kits designed by three Belgian craftswoman, and through partnerships with Belgian design brands like Serax and Ethnicraft: Belgian design is everywhere at Brussels Airlines.

Belgian’s finest food and drinks

Brussels Airlines has a longstanding partnership with Belgian premium chocolate brand Neuhaus, both on board and in its lounges.

Passengers are also treated with a variety of Belgian beers, from well-known brands like Stella Artois or Leffe to small, regional breweries. Also other Belgian food and beverage brands are to be found on board, like Spa water, Lotus biscoff biscuits, Rombouts Coffee and Foodmaker.

Brussels Airlines news

• Brussels Airlines will welcome 3 more A320neo aircraft in the fleet by summer 2026.
• BRUSSELS AIRLINES | Michelin-star Chef Arabelle Meirlaen presents Business Class menu for 2025.
• Brussels Airlines launches most extensive offer ever to Sub-Saharan Africa.
• Brussels Airlines expands in summer 2025: more seats, higher frequencies and over 300 extra jobs.
• BRUSSELS AIRLINES | Next Belgian Icon livery dedicated to the Atomium.
• Brussels Airlines Training Centre.
• Brussels Airlines switches from AmEx to Mastercard and Beobank to earn Miles & More.
• Brussels Airlines prepares for 2024-2025 winter season, adding more sun to its destinations.
• Brussels Airlines expands its fleet and invests in new cabin interior.
• Brussels Airlines pleased with its punctuality during 2024 summer holiday season.
• Brussels Airlines’ new Belgian Icon livery to be more Belgian than ever: public gets to vote.
• Brussels Airlines wins prestigious wine awards.
• Brussels Airlines is ready for the busy 2024 summer season.
• Brussels Airlines now connects Belgium and Nairobi in Kenya.
• Austrian Airlines, Brussels Airlines, Eurowings and Lufthansa present four ‘Yes to Europe’ aircraft in Brussels.
• World premiere: Brussels Airlines and Tomorrowland present aircraft with augmented reality in new livery.
• Brussels Airlines sees increase of leisure travellers in business class.
• Brussels Airlines’ The Loft wins Europe’s Leading Airline Lounge award for the sixth time in a row.
• Brussels Airlines drops new uniforms and more inclusive style guide.
• Brussels Airlines’ first Airbus A320neo performs its maiden flight to Vienna.
• Brussels Airlines and Tomorrowland party flights to use 100% Sustainable Aviation Fuel.