Visit Flanders is responsible for the promotion and development of the Flanders and Brussels region in Switzerland, Germany and Austria. In order to bring Flanders and its highlights closer to the media, we had the pleasure to organise a media trip with Swiss media in 2017. For the media trip we planned specific experiences that emotionally connect the media representatives with the destinations and that surprise and inspire them. During the trip, we also took on the role of content creator and produced text, photo and video content for non-participating media as well as social media and online channels. In this way we achieved inspiring coverage of Antwerp, Brussels and Co. in many of the major Swiss public and lifestyle media.