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« Meltingshopping - The City Mix » Banners and Website

Objectives :

To stage an artistic and beautifying event for the Chaussée de Louvain with a view to promoting the new image of the Saint-Josse business districts. This new identity was proposed in the 2006-2008 action plan and is entitled: "Meltingshopping, diversity in the city". Building a website and the creation of a set of artistic banners are the first events intended to develop this innovative image.

District(s) concerned :

All the Saint-Josse business districts: Madou, Botanique and Rogier.

Project timetable : 

• The beautification part of the project ran from the beginning of May 2006 to the end of July 2006.
• The « Meltingshopping - the Art of the City in Saint-Josse » website, which went live during a press conference on March 21 2006, will be regularly updated until the completion of the action plan, and continuation is assured thanks to a private financial partnership. A second version of the website went on line on November 25 2008.

Target group(s) :

• Regular customers in the Saint-Josse business zones,
• Potential clients for the existing and future office space,
• The Saint Josse residents,
• The traders themselves,
• Investors.

Partnership(s) mobilised :

• Public sector: the Brussels Region, the Saint-Josse municipality and the ISFSC. 
• Private sector: the "entre deux places" traders' association, the traders, Rauwers company (parking management) and IVG Real Estate (Madou tower promoter).
• Sponsors: DOD, Sportflash, Tulip Inn hotel (devenu Thon Hotel), GB Contact, GB Express, Ethias.

Advertising and distribution :

• Regular contact with the local and regional press before, during and after the project,
• Poster campaign in all businesses,
• A competition advertised via 50,000 postcards distributed at office entrances and at the opening of the Madou tower,
• An article featuring in the StJoske, the municipal newspaper,
• An insertion on the European Commission Culture and Information DG intranet,
• A full page in the Tempo Europe magazine distributed to Euro civil servantsune,
• Various links and articles on the BrusselsLife.be, Wikipédia, Quartiers commerçants, UCM (page 45), la DH websites.

Results achieved :

• From the date of going on line to date, 27,519 visitors to the meltingshopping website; an average of slightly over 28 visitors per day,
• Meltingshopping reportage on radio Mint : Interview with François Duroy,
• As part of a survey of regular customers conducted between Saturday October 21 and Saturday October 28 2006, 120 answered the two following questions:
  
  « Are you familiar with the MeltingShopping website, the website for Saint Josse traders? »
   

Out of 60 Saint-Josse residents	14% said yes
Out of 60 non- Saint-Josse residents	24% said yes

« Have you noticed the banners in the Chaussée de Louvain? » 

Out of 60 Saint-Josse residents	30% said yes
Out of 60 non- Saint-Josse residents	24% said yes

Photos