Simply amazing. Simply andré!
André Vrydagh:
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After my Masters in African Ethnography, I left Brussels to take up the post of Curator of the Livingstone Museum in Zambia. I felt like Dr Stanley! Years later, I had a PhD on the Mbunda Makisi masquerade and articles published for the University of California, the British Museum, the Musée de l’Homme, the Central African Museum… when I thought my dream had come true, the real world took over: no job opportunity!!!
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… and that was the start of a new path, one unknown to me, marketing in the business world? Hard work like the launch of William Lawson’s whisky, Philadelphia cream cheese, the discovery of Bru springs, the facelift of Spa mineral waters… and industry “Oscars” like best advertiser of the 80s and best worldwide commercial in Cannes… when I thought my future was bright, the real world took over: supermarkets took over national brands!!!
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…and that was the start of a new path, as a consultant for multinationals looking at the EU market for their brands. Côte d’Or Belgian chocolate purchased by US Kraft Foods, Brussels typical Gueuze beer purchased by Inbev Brazil and Flemish peas purchased by Bonduelle France… when I thought my fame would cross borders, the real world took over: tourism needs new blood!!!
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…and that was the start of a new path, andré & Brussels as a destination for city trips & meetings. Years of preaching the new gospel: City Branding & Marketing to make the destination desirable rather than for sale. Results were above expectations and skeptical hoteliers, creative cultural organizers, meeting professionals, egocentric politicians made andré the talk of the town… when I thought being a legend in Brussels was quite something, the real world took over: European cities developed tourism as an economic weapon!!!
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…and that was the start of a new path, andré & ECT-ECM. Together, you & me, we surfed the internet miracle, the TourMIS statistics, the city card product… when I thought the time had come for branding, the real world took over: at 67, even andré has to go home!!!
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The best moment of my professional career:
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All the unexpected challenges and where they took me.
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Why I will never forget the ECM meeting in:
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I ‘ll never forget the Nice meeting , because of the evening on the beach: sea, sand, rock…
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ECM has brought me:
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ECM has proven to me that there is competitive efficiency in sharing our challenges
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One cannot survive working in tourism without:
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Without desire: desire for change and good company!
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Finally, I will have the time to:
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… to enjoy my life the traditional African way…
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