Visit Hasselt and Mingle with the Sexy Singles

Visit Hasselt and Mingle with the Sexy Singles

May. 15, 2023

It’s well documented in Belgium's tourist guides that the city of Hasselt offers its visitors exquisite cuisine, vibrant nightlife, high fashion boutiques and adventurous activities. But in truth, that could be said of many cities. But the city of Hasselt has something that no other city in Belgium has: namely the most attractive singles population in the country.

In a study by, Hasselt was found to have the highest population of attractive singles in all of Belgium.  It is with this fact that independent creative agency Mutant took an entirely different and unconventional approach to the typical tourist brand communications, turning their back on the traditional style of imagery associated with tourism campaigns. "There’s More to Enjoy in Hasselt", a multi-channel campaign for Visit Hasselt, the city’s official tourist board, caters to the needs of the dating population and points visitors to the most attractive dating pool in the county.  And for those not looking for a new love, Hasselt is, fortunately, bursting with good food, inspiring museums, surprising cycling routes, stylish boutiques, and cosy bars.

Katleen Bosmans, department head, Visit Hasselt, said:

"Actually, we’re not showing anything special in this campaign. It’s the everyday life here in Hasselt that is being highlighted. Anyone can simply come to Hasselt and experience the exact same thing. So, we went in search of the magic in the normal."


Jonas Marysse, Art Director, Mutant commented:

"Falling in love with a city, more often than not means falling in love with the locals. And there’s no better way to discover a city than under their wings."


Arno Major, Copywriter, Mutant added:

“It’s something a little different from a keychain or a fridge magnet as a souvenir, for once.”


The campaign runs across national TV, Print, (D)OOH, Cinema and Online from today until 2024.

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