PR specialist launches new quality label under domain name hellhole.brussels

When American politician Donald Trump recently called Brussels a "hellhole", Belgian public relations expert Dries Tack saw a golden opportunity, and promptly registered the new domain name hellhole.brussels. Tack intends to develop the site into a platform for the sale of unique Brussels products, writes Brusselnieuws.

“The time is now to put the real Brussels on the map, Brussels as a world centre of creativity and good life, Brussels as the meeting point where everybody comes together to think further, harder and better, Brussels as the place to be,” reads the website.

The site is not just a publicity stunt, but also a platform where people from various creative sectors can sell their products with the Hellhole Brussels brand name. Hellhole.brussels is to become a sort of quality label, according to Tack.

"The creative industry is really important in Brussels. And I've received a lot of positive reactions from interested parties, like fashion designers,” he says.

There are already a few products in the pipeline, including a dark 'hellhole beer' from Brussels Beer Project and Brasserie de la Senne, and even 'hellhole jewellery'. We want to send a gift package of our products to Trump," Tack told Brusselnieuws.

Dries Tack welcomes ideas for new hellhole products via the website.