Twenty years as a partner from day one

The challenge

Faculty Club sits in the historic Grand Beguinage in Leuven, UNESCO World Heritage and one of the most characterful places in Flanders. Twenty rooms, from an intimate space to a conference hall, with the Begijnhof Hotel within walking distance for multi-day seminars.

Assets enough to win corporates over, then, but they do have to know the venue first. Whoever discovers it, or simply sees it once, is sold – as the reader story of Paul Van Raemdonck further down shows.

Whoever plans a conference or a residential seminar compares a handful of venues and decides months in advance. So the question is how you come into view during that period, with the people who decide on venue and budget.

Does that sound familiar? Then this approach is something for you as well.

The formula

Faculty Club did not go for one campaign, but for a presence that has lasted two decades. These are its parts.

• One insertion, permanently online: Waar geschiedenis en inspiratie samenvloeien runs in Dutch and in French. We take care of the translation.
• A rhythm instead of a one-off: thirteen appearances in the newsletter since March 2023, in the monthly as well as in the thematic editions. The years before that are no longer in our archive, but go back to the early days of the platform.
• The themes that fit them: teambuilding in spring, Meetings & Events in Belgium in September, residential seminars in May, staff and year-end parties in November.
• A page per theme: next to the basic insertion there is a separate page on residential seminars, with its own keyword and its own click-through.
• A blog: in August 2026 the insertion also ran as a blog article, good for a backlink from an authority domain in the sector.
• Inspiration Book 2026: Faculty Club is on page 56, online all year in Dutch and in French.
• Beyond the screen: Faculty Club hosted our Inspiration Seminars three times, where readers and advertisers meet.

What it delivers

What a reader says about it

Faculty Club is a classic, and still there are always readers who do not know the venue yet. Whoever walks in is usually sold straight away. That is what happened to Paul Van Raemdonck, managing director of sleep specialist Dorsoo, in our series The first, the last, my everything, in which readers look back on their meetings.

He attended a seminar there in September, and this is what he wrote about it:

‘I find it a truly stunning venue. […] What a charming historic gem, close to home. A piece of heritage we can be proud of. The rooms, the service and the culinary treats were top class again, just like the time before. A recommendation for anyone who does not know the venue yet.’

That is not an advertisement, but a reader who ended up there and was impressed. Which is exactly what visibility in the right editions leads to. Read the meeting memoirs of Paul Van Raemdonck (in Dutch).

Four lessons for your own campaign

1. Choose a rhythm, not a one-off. The reader has to come across you more than once before thinking of you.
2. Go for a good mix. Join the thematic newsletters whose theme fits what you offer, and alternate them with a few insertions, outside any theme, in the regular monthly newsletter.
3. Give every theme its own page. Someone planning a residential seminar searches for different words than someone planning a staff party.
4. Let your venue work offline as well. Hosting a sector event puts your rooms in the minds of exactly the people who book them later.