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The brief
The Brussels Times launched the Ambassador Insider Series: a high-level event bringing together ambassadors, diplomats, and policy leaders to discuss issues shaping European and global agendas.
To support the initiative, they needed a dedicated website section to clearly communicate the event, appealed to this selected audience and would enable users to join via a paid subscription.
The goal was to introduce a new initiative while maintaining the authority and trust associated with the publication.
Approach
Audience & Event Strategy
We first aligned with the communications team on the goals of the event series and the expectations of the diplomatic audience.
The key insight: this page wasn’t for the general readership. It needed a more focused tone and structure, suitable for policymakers and stakeholders.
Page Structure & UX
We designed a dynamic page that communicates essential information quickly and with authority.
Core elements included:
- Strong value proposition and context for the series
- Clear and prominent call to action
- Event video for instant engagement
- Structured agenda
- Social proof (quotes from previous attendees)
The format balances clarity, credibility, and ease of action.
Development & Integration
We built the pages in WordPress using Elementor, fully aligned with The Brussels Times’ existing design system.
This ensured a seamless integration with the main site. We also set up the payment gateway, enabling users to purchase the event subscription directly through the page.
Increasing Engagement
To keep engagement high and capture early interest, we linked the landing page to their email marketing platform.
Users could download a brochure, creating a soft-conversion path for those not ready to commit immediately.
This provided The Brussels Times with a new, reliable stream of qualified leads and gave them visibility into audience intent, something they didn’t have before.
Outcome
The new event section provided an authoritative digital presence for the Ambassador Insider Series. It also created higher engagement with a structured lead-capture process. The result is a stronger foundation for the event series and a scalable format for future editions.
Partner Testimonial
“Federico did an amazing job, and it was a great pleasure to work with him! Communication was smooth and fast. He took time to understand our needs and goals, and he always went the extra mile to come up with creative and functional solutions to the project. We loved the end result, and will continue to work with him on other projects. We recommend him 100%!”
- Omry A., Head of Communication, The Brussels Times
Stack / Scope
Digital strategy, UX/UI, Web design & development, SEO, Email marketing, Payment setup
Tools: WordPress, Elementor
