Luuk is the Brand manager of The Hague.
The Hague has created a lot of media attention with talented marketing campaigns that are backed with bullet-proof content, such as test-living in the city for 30 days.
The Hague is the third largest city of The Netherlands. To make citizens proud and to attract new people and organisations is something far more than an economic ambition, according to The Hague. It’s about making the people of The Hague happy and the society prosper. Branding is therefore placemaking + place promotion. It’s as much about people telling stories, as it is about making them.
Others can learn from the multitude of initiatives The Hague has put into action. They have developed a so-called ‘brandfilter’ that is a simple tool with hard and soft values to align their and stakeholders’ efforts building the brand of The Hague. To engage citizens, they have among other things created a 72 hour The Hague film challenge. They experiment with placemaking. They measure their progress in building the brand they aspire and changed the way they organise their research for the last ten years.
And – they understand that content is king. The 30 Days As A Hagenees campaign demonstrated very well. In short – a few lucky winners got to live in the city for 30 days to try it out if they liked it enough to move there. It went viral in the country.
Why couldn’t other cities invite people to try out their cities like this?
Luuk will talk about how to make places, create great content that has measurable social media impact and how it creates long-term prosperity for The Hague.