Citybranding Den Haag
Promoting city pride among young professionals at home and abroad
The city of The Hague needed to improve the image of the city among students and young professionals so that this group would be more attracted to the city and feel more connected to it. The key question was, how do you ensure that young talent considers The Hague as a city to live, work, and study? Through a tender procedure, we latched onto this question. We had the solution.
Our objective: to bind, fascinate and activate young talent as a target group through appealing communities and campaigns on social media, as a result of which they will then propagate The Hague and, thereby, become brand ambassadors or consider the city as a place to live, work or study. We use the IPM score for the social strategy; the interaction per 1000 fans. That says more about real involvement than just likes on the page. We came up with the online channel Be Hague, where we wanted to encourage city pride so that young people from The Hague would also propagate this to the outside world.