SALES & PARTNERSHIPS

CLIENT

Foire du Livre de Bruxelles, the Brussels Book Fair held at Tour & Taxis

CHALLENGE

As an annual must-visit event for book lovers, the Foire du Livre is constantly looking for ways to surprise and broaden its audience. In 2025, the organization intentionally wanted to step out of the box and search for non-traditional exhibitors: brands, companies and initiatives that go beyond the classic « bookstand ». The mission? To conduct a commercial exploration mission to attract new players, enrich the fair’s offering, and engage new audiences (families, youth, gamers, creatives).  

OUR APPROACH

In close collaboration with the organization, we created a targeted prospect list and launched a multi-phase strategy  

We then got to work: 

- Targeting: we selected potential exhibitors from - sectors such as toys, creative hobbies, board games, and even opticians.   

- Contacting: we contacted prospects both by phone and email, focusing on storytelling and the added value of the fair.   

- Follow-up: we personally guided hot leads toward participation, with room for creative proposals such as animation zones, flyer distribution, or other promotional opportunities.   

Thanks to this approach, we brought more than just new names: it sparked ideas and created a different dynamic.  

THE RESULTS

Our efforts to bring fresh energy to the fair translated into concrete results: 

1) New partnerships with relevant players 
  – Successful onboarding of a retail brand through a hybrid setup: a traditional booth combined with a playful activation zone, in partnership with a major toy distributor.  
– A spot for a sports organization seeking to boost its visibility  

2) Exploration of alternative collaborations 
Two companies expressed strong interest in participating via unconventional channels, including flyer distribution and social media campaigns. While timing prevented immediate implementation, their enthusiasm highlights strong potential for future collaborations.    

3) Looking ahead to 2026 
Growing interest from key industry players confirms the potential for even broader expansion in future editions.  

CONCLUSION

The Foire du Livre is ready to welcome a new generation of exhibitors. With improved timing, tailored formats, and an open mind toward other sectors, the 2026 edition promises to be more diverse, creative, and engaging than ever before. 

From book to experiences, we are proud to have helped build that bridge.