The Belgian Monarchy

On 21 July 2013, King Filip took the oath in front of the two chambers of Parliament at an extraordinary session, Federal Parliament and Senate, with the following words (Senate, 2013): "I swear that I shall observe the Constitution and the laws of the Belgian people, maintain the country's independence and preserve its territory." King Filip formally became the seventh King of the Belgians, succeeding his father, King Albert II. In the months that follow, the communication department of the Palace was systematically expanded to the six members it has today. Under King Filip, the royal family seems to have taken a different path. The purpose of this study was to provide an answer, through qualitative research, to the main question: "How does a successful Monarchy orient itself in Belgium through communication and marketing activities?". Therefore, in order to provide a conclusive answer to the research question, this study divides the role of the Belgian Monarchy. This study offers added value by comparing the views of journalists with personnel of the Belgian Monarchy and experts from Flanders and Wallonia.