Host this year: Oslo, Norway

Luuk Helleman

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.​

Luuk Helleman,
The Hague | Branding is placemaking + place promotion.


Register for the event by filling out the form below

450 € one person
350 € per person with 2 and more people

Price includes:
1) conference materials
2) lunch
3) a two year free access to Nordic Place Branding Digital Library – a collection of recorded presentations from NPBC presentations since 2019
4) “White Paper on Place Branding” by September.

Price excludes VAT.

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    I accept that the registration is binding. Participant name(s) can be changed, but ticket(s) cannot be cancelled. Should the Covid-19 situation persist and the conference in Oslo on November 26th cannot be held in the physical location, I accept that the event will be substituted as a webinar.


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