ANALYSING THE HAGUE BRANDING STRATEGY about
about

Who is the city designed and marketed for? Who really makes the city? And who does the City of The Hague wants?

This project analyses the language used in the “Approach to City Branding in The Hague in 2020” document and looks at what type of individuals are being addressed. We ultimately aim to reflect on whether a city is made of a diverse community of individuals or rather only made for those who can offer the most.

With the ongoing COVID-19 crisis in mind, we aim to represent the contrast between the ideal image the city works towards, by contrasting it with the list of critical professions that were recently published by the government amidst the pandemic crisis. These professions are: social and day care workers, educational staff, public transport workers, food supply industry professions, such as supermarket workers, processing industry and the transports of this industry, such as collection of products from farmers, the delivery, the access of workers to the harvest, logistical professions i.e. for transport of fuels, waste collectors, media broadcasters, emergency service workers such as fire services, ambulance care, GHOR, crisis management of the security regions, cleaning services, central government workers i.e. central government, provinces, municipalities, those in charge of payment of benefits and surcharges, civil affairs, consulates and embassies, judicial institutions and forensic clinics.

These are the fundamental professions to keep society running. If a city is designed to attract only desired target groups, can we still consider it being equally designed for the ones that don’t match the target criteria?

sources
  • Original branding document Aanpak Haagse Citybranding 2020 (from 2016) The text displayed in this website is an automatic translation from Dutch to English, which then has been adjusted accordingly
  • Facebook account of This is The Hague https://www.facebook.com/thisisthehague/ (May 2020)
  • The official list of critical professions amidst the COVID-19 (March 2020)
thanks

This website would not have been possible without the help of Workers and Volunteers from Kessler Stichting and Start Consulaat in The Hague, www.voyanttool.org, Win Dalmijn, Xiomara Vado Soto, Ruben Pater

This project have been carried out as part of the Non-Linear Narrative Master’s program, KABK

This central text is the official branding proposal for the City of The Hague, developed to represent the city to the world.

How much of it represents the city as a whole? Who is the target group the city wants to attract?

Such questions can be explored with the tools provided in this website.

approach HAGUE CITY BRANDING 2020

1. Summary

The Hague brand is the starting point for what we will be doing in city branding in the coming years. That is why a lot of attention has been paid to a good and pragmatic brand definition. Under the brand The Hague we mean the distinctive, relevant and credible presentation of the city’s specific target groups. The city brand is therefore much more than a slogan or logo. The brand The Hague forms the basis for what we will do together to improve the image of The Hague and make the city even more attractive. To give our activities direction and focus, we use the branding of the Brand The Hague five elements: the main elements of the international City of Peace and Justice and the City by the sea, and the supporting elements Government Center, Leading companies and institutions and Royal residence. The Brand The Hague, the elements and all differentiations are recorded in a ‘Brand Book of the City of The Hague’. This Brand Book is currently being developed in collaboration with partners and will eventually be published in a digital form. The Brand Book is not only intended as a framework for the city branding of The Hague, but also as an inspiring as well as an open-source toolkit with practical resources such as key messages, facts and figures, photos and videos. The ambition for The Hague creates a number of challenges for the city branding in The Hague. Not only to promote The Hague brand as a city to the target groups in the coming years, but also to strengthen the city’s identity so that it is even more in line with the Brand The Hague. This Strengthening of the brand is an important part of the city branding. An essential starting point of the city branding in The Hague is that it concerns the entire city. The city is made by everyone who has settled here. For a successful city branding it is important that everyone contributes and proudly promotes The Hague and provides a positive development of the city. That is why this approach was developed after extensive cooperation with residents of The Hague and representatives of entrepreneurs, investors, companies. An essential part of the city branding in The Hague is that we measure whether what we do has a desired result. Not only to be open and transparent about our effectiveness, but also to fine-tune our approach and further develop resources and activities. The action plans will set concrete objectives for each coalition which shows a realistic and verifiable ambition to promote and brand the Hague strength. In addition to these objectives can also for specific resources and activities are identified. The target groups that we primarily focus on with the city branding of The Hague can be distinguished between persons such as visitors and young professionals, and clusters such as institutions, companies and conferences. The approach focuses on the ‘mindset’ of obtaining the aforementioned target groups, and ultimately increasing the realisation of these target groups in the city. The approach that we will implement can only succeed if there is a common responsibility and commitment from the city. We are therefore building on the partnerships that have been formed in the context of the City Marketing Vision 2011-2015 and will further expand, supplement and intensify these into decisive coalitions aimed at promoting and strengthening the brand The Hague forspecific target groups. An action plan will be made for each coalition with concrete activities. Work where coalitions and utilisations of each other’s resources is possible. They are the carriers of The story of The Hague and only they can best tell why others must also choose The Hague, based on their pride. We let people, companies and institutions from the city express why the city is so special to them. And we deploy targeted communication campaigns to make The Hague appear on the map, especially among the younger target groups. Research shows that a lot them do not know at all about The Hague, and they often have much more positive attitude towards the city when they are familiar with what it has to offer. The same applies to promoting the brand statement. We will do everything we can to ensure that the target groups will get to know The Hague better, and especially the less explored sides of the city. This approach means a change from the older perspective. The Brand The Hague has been defined even more sharply. Currently, its central efforts will not only be focusing on promoting the brand, but also on strengthening it. To make the impact of our approach as effective as possible, we are going to maintain strict direction in a consistent manner. This not only regards the demands on the partnership in which we, as a city work together on the city branding, but also on the administrative and official embedding of city branding within the municipal organisation. It is investigated how the involved municipal administrators, programs and components are best streamlined, where and which tasks can best be invested, and the roles and competencies required. Obviously, it is important to gain insight into the achievement of the objectives of The Hague City Branding and being open and transparent about it. That is why within our coalitions we will formulate concrete objectives in action plans that are drawn up. These goals can relate to matters related to strengthening the Brand The Hague as well as the results we want to achieve in promoting the brand. We will share our contribution to brand evaluating both the identity and the image of the city. We will communicate this account to each other and use the results to refine our efforts.

2. The Brand The Hague

The Hague Brand is the starting point for what we will be doing in city branding in the coming years. That is why a lot of attention has been paid to a good and pragmatic brand definition. Under the Brand The Hague we understand the distinctive, relevant and credible proposal of the city to attract and retain specific target groups. The city brand is therefore much more than one slogan or logo. The Hague brand forms the basis for what we will do together for the image of The Hague and make the city even more attractive. That is why the Brand The Hague has strong direction and control, therefore this approach outlines the frameworks for this.

What is a city brand

A city is not an ambiguous product with an owner and a only one target group. A city has a multitude of faces, therefore it has countless target groups and exists by the grace of it history, culture and people who make it. A city’s brand is a powerful proposal and it is defined within these complex circumstances. A proposal with a function towards the outside world (what makes the city worth choosing) and a function for the development of the city (to ensure that promises can be made redeemed). A city brand is much more than a slogan or logo and requires sharp choices. A city brand that is clearly and purposefully defined can consciously choose target groups to opt for the city and clearly guides the development of the city.

From city marketing to city branding

As a city, we will continue to develop from city marketing to city branding. It seems perhaps like only a slight difference in word usage, but it is much more than that.

Value

In recent years, the focus has been on the implementation of a marketing plan with demarcated activities, the Hague city branding will become a more strategic function in the coming years and have a wider impact. The Hague brand is more than before in all of its facets and will be central to our efforts to enhance the image, how it can positively influence the city and make it more attractive for the chosen target audiences. In addition to our efforts to help spread the brand see what it makes of The Hague to the outside world, we pay more attention to it strengthen the brand. For important projects, plans or developmentss in the city we will expressly check whether this fits in with the Brand The Hague. We are going to make sure that The Hague is developing in a direction that matches the Brand of The Hague. We do all this even more intensively together as a city.

The Hague Brand explained

The Hague has so many features and facilities that can speak of its identity that it is difficult to list them all in one description. Only by making clear choices about what makes The Hague Brand optimally contributes to the profile of the city. The Hague Brand contains elements that meet the following conditions: • Distinctive from other cities: Elements such as clean, safe, diverse and hospitable are hardly used in brands of other cities. • relevant and credible: The brand elements must clearly fit the city and can be sufficiently managed. • Appealing to the primary target groups and addressing several of them. • Ambitious and motivating: Brand elements may outline a future perspective which also inspires, challenges and encourages the brand.

Main elements

After extensive consultations with stakeholders, the main elements for the brand of city of The Hague were decided. The starting point was not to reduce the Brand The Hague to one sentence. This is too short for The Hague and it is impossible to identify all relevant features that appeal to the city’s target groups. At the same time, it is also not possible to list everything that makes the city of The Hague special to showcase. After all, this mainly leads to confusion with the target audiences. After all, choices had to be made. What does The Hague showcase? What are the elements of the Brand The Hague that deserve a special attention? The core of the Brand The Hague consists of two main elements. The Hague has been positioning itself for years as the international City of Peace and Justice. There is a lot of support both within and outside the municipality to continue with this image. The second main element is City by the sea . The location by the sea is a special quality The Hague. Together, the two main elements form the core of the Brand The Hague and are explained below.

international City of Peace and Justice

The position of the international City of Peace and Justice has been uncontested for years. The history of The Hague goes back to the first international Peace Conference in 1899. In this case The City of Peace and Justice has put The Hague on the international map, and for many organisations, companies, knowledge institutions, students and congresses is an important reason to visit. It gives the city an international image, with a great diversity of international residents. The Hague has the presence of the international Court of Justice and it constitutes a UN City. The Hague is internationally recognised with justice and hope for peace. The position has a very positive effect on the image of the city. This is where everyone works on a better, safer and fairer World. This is the place to be if you want to play an important role on the world stage. The Hague is increasingly becoming a unique meeting and a place of cooperation for government leaders, judges, knowledge institutions, social organizations, business and students.

City by the sea

The location by the sea makes The Hague unique. No other major Dutch City has the combination of eleven kilometres of coast, a thriving seaside resort and a historic city center so close each other. Even internationally this is quite special. It gives the city a special dynamic that many residents, visitors, students and employees of companies and institutions are very appealed by. There are many opportunities to strengthen this position. Scheveningen is still not enough recognised as to be linked to The Hague and internationally, the fact that The Hague has a beach should be promoted even stronger. In the communication about Scheveningen we enter into the relationship with The Hague, we even speak of ‘The Hague beach’ rather than Scheveningen.

supporting elements

In addition, the core positioning includes three supporting elements: Government center, leading companies and institutions and the royal residence. This are elements that strengthen the core positioning of the city and may be more relevant for one target group than for the other. They are distinctive from many cities and give the city a particular character. Depending on target audience, the three supporting elements can also will be added to list of key features of The Hague. They are explained below.

Government center

The presence of government and ministries attract many companies, institutions, students and congresses to the city. It is interesting for many parties to be ‘close to the decision-making centre’. The city is therefore also an important location for lobbyists, consultancy firms, civil society organizations and NGOs. The accessibility of the national government is internationally also special. Where else do you see ministers cycling, drinking a beer on a terrace and can you look almost literally in the office of the prime minister? It is in addition, special to have the government centre and all of the embassies located here instead of the capital city.

Leading companies and institutions

The Hague is a home to many leading companies and institutionsfrom all over the world: from small to large, from established multinationals to innovative start-ups; from major attractions that are wide appealing to the public to small museums that address a special niche; from large international courts to small scientific institutions; from a state of the art convention center to one boutique hotel with sea view. All these companies and institutions put The Hague on the map and are an important reason for target groups to settle here or visit the city. The diversity of institutions and the special collaborations that arise between them gives the city a special, international dynamic. By these leading companies and appointing institutions strategically makes it possible to match the interests and expectations of the target group. For example, the leading museums are relevant to visitors. In front of companies are renowned (inter) national head offices or clusters.

Royal residence and allure

The Hague has been the royal residence of Scheveningen since Willem I in 1813 The Netherlands. The fact that the king works here and will soon be living also gives the city extra cachet and makes the city even more attractive for many parties. The royal status underlines the stylish character and the high quality of facilities that the city has.

Pragmatic approach

The elements of the Brand The Hague are leading in the city branding for the various target groups. However, not all elements are equally relevant for all target groups. That is why a pragmatic approach has become a way to differentiate it per target group together, with the coalitions in the city developed, in text and image. The main features of the international City bring these different categories through the recognitions as both the city of Peace and Justice and the City by the sea.

Brand book The Hague

TheBrand The Hague and all its different elements are recorded in a ‘Brand book of the City of The Hague’. This is currently being developed together with the partners and will eventually take shape in a digital from. The Brand Book is not only adressed as a framework for the city branding from The Hague, but also as an inspiring and open-source toolkit with practical resources, such as writtings, facts, figures, photos and videos. The Brand book contains an image formula and a word mark for the city of The Hague with guidelines on how to use it. The Brand Book is not a static document, is systematically kept up to date. The Brand Book also provides a historical foundation for the brand The Hague, which describes how the city developed from the Middle Ages and how the unique elements and atmosphere of the city have emerged through different periods of the history.

international City of Example general message The Hague

The elements of the The Hague Brand determine the city branding in The Hague. They form a framework for promoting and strengthening the Brand. The Hague consciously chooses to not to convert the elements into a slogan for the city. Such slogans for cities have little effect, evoke much discussion or sometimes even resistance. The elements can be translated into a general text. Below is an example of one such text, which can be used as a general message in communicating about The Hague. This text is still a concept and is still being tested among the target groups. In The Hague, tens of thousands of people work every day to make it safer and fairer world. The Hague has been the place for international justice for more than 100 years. People from all corners of the world come to the international city of peace and justice to get along work on solutions to global problems. The Hague is both pleasant and personal. Everything is just steps away from each other. The sea is just around the corner. From the historic city center, just take the tram and in fifteen minutes you are on the eleven kilometer long beach of The Hague. The ideal place to get a breath of fresh air and get new ideas. The Hague has traditionally been an open city, with royal allure. This is where the Royal family lives. It is the government center of the Netherlands, where important every day decisions about the future of the country take place. Many companies, students and civil society organizations therefore consciously choose The Hague. After all, here you can influence and make a difference in the world. And only in The Hague can you just meet the king on the street, and here is where ministers, like everyone else, go on their bikes to work. Prepare for the special encounters. Welcome to The Hague!

3.Aspirations and goals

Aspirations

The aspiration has been expressed by this approach as a vision of The Hague in 2030 in specific areas where the city branding could have a potential effect. The medium term used for the outlook shows that the with regard to city branding goes over a period that extends beyond the four-yearly cycles of the city council. Of course you can reason back to concrete results and objectives for the shorter term ( Chapter 5 ), but ultimately working and developing the city branding is a long time process. Based on the conversations between parties and collaborators we will be working towards succesfully implementing the city branding of The Hague.

Goal: strengthening the Brand

The ambition for The Hague as expressed above creates a number of challenges for The Hague city branding. Not only to promote the Hague Brand together as a city in the coming years ( Chapter 8 ) to the target groups ( Chapter 6 ) that we want to seduce to choose The Hague. It is also to strengthen the identity of the city so that it is even more in line with The Hague Brand. This strengthening of the brand (brand identity) is an important part within the city branding in The Hague. In recent years, a lot has been done to make The Hague a city where you want to be for one conference, a special event, high-quality training, a career in one of The Hague top sectors or just to have an unforgettable experience. A lot of work has been done to make The Hague an attractive city with great result, such as the Nuclear Security Summit, the Global Conference on CyberSpace, the location of the University’s Campus The Hague Leiden, the development of the city center, the growth of The Hague Security Delta and various international sporting events. However, there is no time to rest. For the Brand The Hague will become even more visible and tangible in the capillaries of the city in the future we must continue. As a city, we must open up to concrete and ambitious initiatives that further increase the appeal of The Hague. The Hague is doing well, but it could be doing even better.

The Hague in 2030

The Hague is flourishing. The city is alive and economically strong. This is largely due to the strong appeal to international organisations, institutions and companies. The Hague is known worldwide as the meeting place for people working on a better world. It is the most visited, most developed and highest rated coastal town of North West Europe. The identity of The Hague is to a large extent determined by the young professionals and young creatives present in the city. More than anywhere in the world, the younger generation delivers in The Hague as an employee or entrepreneur a contribution to solutions for global challenges. As a government center, The Hague is the face of a modern democracy in a multicultural society. That and many other aspects make The Hague as one of the best places to settle.

international City of Peace and Justice

In the coming years, as a city, we will strive to strengthen our identity as a city of Peace and Justice. The world is full of conflicts arising from terrorism, migration, scarcity of raw materials and climate change. These conflicts have to happen in The Hague not only by being legally settled, but our city must also be the meeting place for it devising solutions for these complex international issues. In addition to attracting many of international institutions and institutes, places must be created where institutions, heads of government, scientists and entrepreneurs can meet. The Hague has currently a number of international organisations and renowned knowledge institutions. We are further investigating the possibility of creating a ‘meeting place’, that is a place for which visitors come to specifically for to The Hague, and where a strong contribution is made to make Peace and Justice in the city visible.

City by the sea

The location of The Hague by the sea is an important quality of our city, and not without reason one of the most important elements in the brand The Hague. The development of Scheveningen as an international seaside resort, The Hague beach, can significantly support The Hague’s city branding. A visit to Scheveningen must be a special experience, even in winter. Initiatives that can make a strong contribution to this and strengthen the combination of the city and the beach in The Hague therefore deserve more support.

Leisure offer

With regard to a wide range of artistic, cultural events and conferences that fit the Brand The Hague and those of national and international level, it is important that we approach it with quality. It is better to have a small and strong offer, than a wide one which has no ambition and clear profile of the city. This does not alter the fact that we do a lot at the urban level and at the district level in order to pursue a wider range in the city. We will be committed to host international exhibitions in our museums and we will strengthen the royal character of The Hague in the coming years.

Crossovers

The Hague Security Delta joins the security cluster as a partnership of companies on the Brand The Hague. Just as with The Hague Security Delta, it is important to also looking for crossovers between government for other economic sectors, knowledge institutions and business. This provides opportunities for small and young entrepreneurs.

Image determiners

As a city we should not settle for rigidity, so in landmarked places in the city we should offer efficient spatial developments, but opt for special urban planning, architecture and icons with international allure. Practice shows that ‘landmarks’ have the potential to bring the city to the top of

Offer young people

Students, young professionals and young creatives influence city branding for The Hague. They are in fact an important target group. It is necessary to make the Hague more interesting for them in terms of the educational offer, which will continue to be developed with new programs that are appropriate for The Hague. In addition, it is important to develop and strengthen knowledge chains: cooperation between knowledge institutions and the business community, enabling innovation within the economic sectors in The Hague and promote the connection to the labor market for students.

STRENGHTENING TASKS OF THE BRAND

City branding coalitions

Getting started by strengthening The Brand The Hague for specific target groups takes place within the coalitions based on actions that include concrete activities

Township

Ensures that relevant policy programs (such as economic policy, internationally policy, education policy and event policy), projects and subsidies mirror The Brand The Hague and help strengthen the brand. It is further responsible for the strategic management of The Brand The Hague. it advises, monitors and stimulates relevant policy topics, projects and decision-making within the municipality and beyond with regard to the city branding aspect.

4. The strategy

We focus on The Brand The Hague as a starting point for the city branding in The Hague. This approach provides a number of other important strategic principles that are outlined below explained.

Together as a city

An essential starting point of the city branding in The Hague is that it is a matter for the entire city. The city is made by everyone who has settled there. For a successful city branding it is important that everyone collectively takes part and proudly promotes The Hague and provides a positive development of the city. That is why this approach was developed after extensive coordination with residents of The Hague and representatives of entrepreneurs, investor, companies and The Hague settings. Not only to use their knowledge, but also because of their great importance and role in the implementation of the approach. The approach includes a strategy to share and promote the city of The Hague to show it in a better way and make it even more attractive for the chosen target groups. An approach that focuses on the strength of residents of The Hague, entrepreneurs, companies and to utilize institutions and fulfill a facilitating role as a municipality. Once everyone gets involved in this strategy more people will visit The Hague or opt for the city as a place of residence, residence and business location. In Chapter 7 attention is paid to how we can come together as a city, by adapting the city branding in order to strengthten and optimise the image of the city.

Focus on target groups

City branding means making choices for target groups where the efforts are primarily focused on such targets . This is the only way to achieve a coherent and effective profile of the city. In Chapter 6 it is indicated what the target groups are what is our focus on in this approach . In particular, we opt for this young people, young adults and international target groups .

Strengthen and propagate

Ultimately, the mission of The Hague city branding comes down to strengthening and propagating The Brand The Hague. Reinforcing it is about keeping the promise that is implied by The Brand The Hague. In other words, it is to ensure that the identity of the city matches the Brand The Hague. Ideally, the brand message can be found in the deep structures of the city. In practice, however, it is often something that a city must continuously work on. Sometimes parts for the brand or specific target groups still have relatively much work to do. However, a city can grow according to a certian branding stratedy and later expand within it. The challenges have already been explained in Chapter 2 that us to make the city more attractive with targeted developments and investments in line with the brand The Hague. Promoting the brand The Hague is about positively influencing the image of the city. This means that we must show The Hague to the outside world and to the elected target audiences in a positive way. Chapter 8 describes how we will do this together in the coming years.

We are going to do what works

Proven marketing techniques will be used to ensure the effectiveness of the city branding in The Hague are used to measure the progress of the city branding. Once again, the aim is to achieve targeted efforts which will strengthen the brand The Hague. We will carry on surveys, discussion panels and focus on groups among the target groups . In this way it can be determined whether the objectives (Chapter 5) achieved and the efforts lead to the desired results. City branding is often none matter of standard solutions with 100% guarantee on results. It is often pioneering with creative concepts and initiatives. But by measuring the results of our adjustments we ensure that we actually do what works.

Hague Pride

The Hague is special. There is a lot that we as a city can be proud of and that we can do ourselves with profiling. Fostering this pride and using it is an important part within the city branding in The Hague. The Hagenaar plays an important role in this. A proud Hagenaar is the best ambassador the city could wish for. That is why the approach focuses on involving the residents of The Hague in the city branding of The Hague. Because of their specialstories about the city and ensure that what is being done around The Brand The Hague to strengthen and propagate results not only outside the city limits, but also in one resonates positively in the city itself.

Hague courage

Courage is necessary to realise the branding ambition. To where the Hague city branding ultimately takes us is mainly driven by our imagination. We believe in this approach because the image of the city really resonates in us and see ourselves in the city. In all aspects of city branding and the components of the approach this daring echoes. Whether it is The Brand The Hague, the ambition as formulated for the future, the way we work together or everything we do to make the Hague Brand true. We challenge each other, inspire each other and are open to innovative ideas and initiatives. We must dare to set the bar high and venture off the track, to think and act. That also means being open to initiatives that are more ambitious than anything we are used to. It is also important to consider the significance for investment and how these can impact the image of the city.

5. Objectives

An essential part of the city branding in The Hague is that we measure whether we do what we do has the desired result. Not only to be open and transparent about our effectiveness, but also to fine-tune our approach and to transfer resources and develop activities until they do work. The action plans will contain specific objectives for each coalition which demonstrate a realistic and verifiable ambition to express and strenghten the Brand The Hague. In addition to these objectives, specific resources and activities are appointed. Set aside the objectives that are determined within the coalitions for specific target groups we focus on a national and international image strengthening with regard to the main and supporting elements of The Brand The Hague.

TASKS OBJECTIVES

City branding coalitions

• In action programs, define clear objectives for the target group, where they are located, focus and conduct research into the results achieved in order to be accountable and sharpen activities.

Township

• Conducts additional national and international research into the image of The Hague relation to the main and supporting elements of the Brand The Hague.

6. Target Groups

The target groups that we primarily focus on with the city branding in The Hague are made between sectors and individuals. Specific choices were made for this priority groups and focus areas based on an analysis.

Sectors

Companies: especially in the clusters of safety, energy, connectivity (tech / IT), finance and legal and the creative sector (with specialattention to young innovative companies). • International organisations: in particular NGOs and organisations aimed at international relations and international law. • (Inter)-national congresses: suitable for the business meetings and Peace and Justice. • Investors and developers: (inter) national market parties that can play a role in the urban development of The Hague. For the sectors, an international perspective is predominantly used. The various target groups are largely outside the Netherlands. This goes without saying for consequences for the various activities in the context of the Hague city branding towards this target groups are undertaken.

Persons

• Recreational and business visitors: with specific attention to young professionals and young creatives. • Students: especially (inter) national master students and doctoral candidates. • Residents: in particular young professionals and young creatives. The above shows a focus on talented young people and young adults. This provides the possibility to arrive at a coherent message and ambition with regard to The Hague as an attractive tourist destination, study city and residence for young and young adults. In addition, it is a given that this group often still has an open attitude and is flexible in forming an image of a city and making choices. Not in the last place young people and young adults (young talent) exert an important attraction for example companies and (inter) national organisations. The foregoing does not affect the other subgroups (such as expats) within the category of persons are relevant to the city branding in The Hague.

The analysis of the above aspects led to the choice of the described target groups . The chosen target groups score highly on the above aspects.

The Hague

The approach is aimed at getting The Hague into the ‘mindset’ of the mentioned target groups (individuals and sectors) to ultimately increase the number of the target groups in the city. Initially by attracting them from the outside as much as possible, however we acknowledge many of these target groups are already present in the city. The residents, companies and students already established in The Hague, play an important role as ambassadors and role models by proudly telling about their city. The activities that are undertaken within the framework of the Hague city branding must be maximised have support from Hagenaars.

7. Together as a city

This approach can only succeed if there is a mutual responsibility and engagement from the city. We are therefore building on partnerships that have been established in the context of the City Marketing Vision 2011-2015 and will further expand into crucial partnerships that aim to jointly promote The Brand The Hague. We together aim to improve our approach towards specific target groups . An action plan will be drawn up for each partnership with specific actions at the core. Partnerships will work together where possible and make use of each other’s resources. At the moment there are already coalitions for the following target groups : • Students: The Hague institutions of higher and academic education, The Hague student union and ACKU Cultuurbureau are working together with the municipality on the profiling of The Hague as an attractive student city. • Residents (young professionals and young creatives): Parties such as real estate agents, project developers, mortgage lenders, Young The Hague and DUWO are committed together with the municipality in The Hague as presenting it as an attractive city (for living, working and living) and positioning for young professionals and young creatives. • Companies: The Hague New Center Foundation, the WestHolland Foreign Investment Agency (WFIA), The Hague Security Delta and other parties will join forces to profile The Hague as an attractive city for establishing an international company. Part of this approach is that we join existing coalitions in addition to existing ones consultation structures for the following target groups : • Recreational visitors: The aim is to make The Hague known as an attractive city for especially young people and young professionals to visit. This is closely followed cooperated with the foundation The Hague Marketing (implementing organization for the tourism marketing) and its stakeholders. • Conferences: Just as for the target group of visitors, it is important that the parties are present busy with congresses in our city come together to a stronger profile of The Hague as an attractive city for organizing conferences. The Convention Bureau Den The Hague plays an essential role in this. • international organizations: The recently established The Hague International Network of Communicators (THinC), a network of communication and marketing professionals from International organizations and institutions in The Hague, can play an important role as coalition for international organizations. THinC is affiliated with The Hague Peace and Justice project. • Investors and developers: It is obvious to connect for this target group with existing partnerships such as The Hague Nieuw Centrum foundation. To ensure that the coalition keeps in touch with the coalitions a consultative body and sounding board have been established. This platform consists of at least one representative per coalition and is supplemented by a number of experts. The input of residents is important, that is why the participants of this linked platform live in The Hague. The aim is to exchange ideas and to create cohesion between the various coalitions, target groups and policy areas. The Hague City has an important role to play in the city branding. They are the carriers of the story of The Hague and can best tell why based on their pride in The Hague others must also choose The Hague. These stories are also given a place in The Brand Book The Hague. The coalitions work with representatives of the residents of The Hague, such as the Student union and Young from The Hague. In addition, social media and focus groups will become deployed to enter into a dialogue with the residents of The Hague, learn from them and become ambassador for the city.

TASKS TOGETHER AS CITY

City branding coalitions

• Ensure optimal representation of stakeholders in the coalitions around it guarantee support and effectiveness. • Ensure that residents of The Hague are involved in city branding. By their knowledge and to use experiences from / about The Hague and to enable them to tell the positive story to tell the outside world about The Hague.

Township

• Provides substantive knowledge and expertise to (policy) departments city branding coalitions and, like the other participants, contributes where possible financial resources to implement the action programs. • Facilitates city branding coalitions. Fulfills the role of managing the process. • Stimulates cooperation and synergy between the city branding coalitions.

8. Communicating the brand

The basic principle for promoting the Hague Brand is that we enter the city with confidence. We let people, companies and institutions from the city explain why the city is so specialto them. And we deploy targeted communication campaigns around The Hague in a striking way, especially among the younger target groups . Research shows that a lot oftarget groups do not know at all what The Hague has to offer and they often have a lot is more positive feeling about the city when they visit. We will do everything we can to improve how our target groups get to know The Hague. Especially the unexpected sides of the city. The activities and resources for promoting The Brand The Hague are diverse. From websites to social media and from advertising to smart campaigns that give The Hague publicity. The promotion of The Hague Brand is done through the following three tracks: • General image improvement of the city. • Targeted marketing efforts made by the various partnerships. • Profiling through The Hague Highlights.

General image enhancement of the city

The previous analysis shows that the image of The Hague often does not match the identity of the city, and the Brand as it is defined. We will deploy various activities and resources to to tackle that: • We engage in an (inter)-national image campaign among young people and young adults and how they experience the image of The Hague on several levels at the same time (such as studying, living, visiting and doing business). • Support in the development of an international media strategy for The Hague and facilitating an international media officers to actively engage with the international media approach. • Support with the use of social media and the facilitation of a social media officers for the city of The Hague. This in particular aims to share the stories and experiences of residents, companies and institutions. • The use of (inter)-national films and films that fit the Hague Brand TV productions by facilitating and providing producers of optimal services to provide. General image enhancement focuses on the main elements of The Brand. For these elements we will actively use activities and resources. For the International City of Peace and Law, we will show even more strongly how we are working here for a better, safe and just world and what effects it has in the world. A lot of good is happening in The Hague. Countless organizations are working here for a better world. And that work doesn’t just happen in courts and tribunals, but throughout the city where people are looking for innovative solutions to global social issues. When promoting The Brand, we intend to focus on the aspect of creativity and innovation in the city. Additionally, we are doing everything possible to link the coast of The Hague and Scheveningen to the rest of the city.

Target group specific image enhancement

Through partnerships, we will together promote The Brand The Hague to specific target groups . From each partner, an action plan will be made with concrete activities that aim to enhance the image of The Hague among the relevant target group . Where possible, coalitions work together or use each other’s resources.

Profiling The Hague within events, activities, conference etc.

The municipality subsidies and supports many activities, institutions, events and conferences from various policy programs (such as economy, culture and sport). Some of these initiatives contribute to the city branding in The Hague. The promoters will be asked to do so indicate in their project plan how they contribute to the profile of The Hague. The Hague brand book is an important tool that is available to them. With the involved subsidy providers within the municipality will make agreements on how to do all this best to guarantee.

The Hague Highlights

A significant number of initiatives (such as activities, events and events-item">conferences) offer extraordinary opportunities for the (inter)-national profiling of The Hague, but require additional support that cannot reasonably be achieved only from the relevant promoters. We call these initiatives The Hague Highlights. They hold an important place in the city branding strategy. Recent examples of such Hague Highlights are the reopening of the Mauritshuis, the World Cup Hockey, the World Cup Beach Volleyball, the Volvo Ocean Race, the Nuclear Security Summit and the Global Cyber Space Conference. Further in the past, the exhibition by Vermeer or the filming for the film Ocean’s Twelve. The Hague Highlights do not necessarily have to take place in the city. It can also be a specialinitiative that is organized outside the city and that The Hague offers a stage to the outside world to show. It is strongly not our intention to make The Hague Highlights subsidize in the context of The Hague city branding. The strategy is aimed at supplementing the initiator’s efforts to contribute to the marketing of the city or the bundling multiple initiatives within an overall marketing strategy. The Hague Highlights for the coming years (further to be expanded) are the Just Peace Festival around International Day of Peace on September 21, the One Young World Summit in 2018 and possibly the European Beach Volleyball Championship in 2018. Conditions for an initiative to be classified as The Hague Highlight are: • It has to fit with The Brand The Hague (especially in relation to the two main elements of The Brand The Hague: International City of Peace and Justice and City by the sea ). • It is aimed at two or more target groups (especially young people ). • It contributes to the (inter)-national profiling of the city. • It highlights the city on the map in an unexpected and exciting way.

De Hagenaar as ambassador and role model

The Hague has an important role to play in promoting The Hague Brand. De Hagenaar can best tell what makes our city specialand why The Hague is so worthwhile to choose. Social media offers an excellent opportunity to share personal stories for The Hague residents, in which they tell with passion about their city to be choosen and brought to the attention. In addition, there will also be a search for role models from The Hague, well-known residents of The Hague for their fame and the specialbond with The Hague can be an example for others. Through giving these role models a stage they can inspire people and show what beautiful things The Hague has to offer.

TRANSMISSION OF TASKS FROM THE BRAND City branding coalitions

• Get started with promoting the Brand The Hague for specific target groups . It is currently being worked on within partnerships on the basis of action programs containing concrete activities that are carried out with joint budgets. • Use the Brand Book material whenever possible when communicating with target groups in the context of the Hague city branding. • Provide material to keep The Brand Book up to date. • Deployment of the residents of The Hague and appealing role models to convey the message of The Hague convey an attractive, personal and inspiring way.

Township

• Request art and cultural institutions, events or conferences that receive subsidies from the municipality and can make a major contribution to national and international profile the city to indicate how they contribute to the city branding in The Hague. • Facilitate appropriate (inter)-national film and television productions for The Brand The Hague ensures optimal service for producers. • Whenever possible, use the Brand Book material in communication activities that the targets groups addessed in the city branding of The Hague. • Provide material to keep The Brand Book up to date. • Ensure an (inter) national image campaign among boys and young adults together with relevant city branding coalitions. • Helps develop an international media strategy that empowers a press officer can work within the municipality to approach international media actively and optimally to facilitate, especially around specialmoments and events in the city. • Supports the use of social media and facilitates a social media officer with the aim strengthening The Brand The Hague. • Advises on the designation of The Hague Highlights and contributes to this. This one contribution can consist of advice, facilitation, or bearing the responsibility for the implementation of specific (sub) activities. There is no (additional) subsidization of the initiator in the context of the Hague city branding. • Manages the Brand Book The Hague in collaboration with partners in the city. • Encourages parties involved in the city branding of The Hague to use the Brand Book and facilitates them.

9. Finance and evaluation

Finance

The municipal financial contribution to the city branding in The Hague has been outlined. Various policies budget programs contribute directly or indirectly. There is a specific one annual contribution for city branding of €1.6 million, which is included in the municipal budget (Program 11: Economy, International City and Inner City). The municipal financial contribution in the city branding of The Hague is supplemented with contributions from parties from the city via partnerships. However, these contributions are of minor importance to the contributions they make through making time, energy, expertise available and, above all, applying their influence to the Support The Hague city branding.

Evaluation

Obviously, it is important to gain insight into the achievement of the objectives of the The Hague City Cranding and being open and transparent about it. That is why within partnerships we will formulate concrete objectives in the action plans that are drawn up. These goals can relate to matters related to strengthening the brand The Hague as well as the results we want to achieve in promoting the brand. We will share our contribution to the Brand by defining and measuring the identity and image of the city in advance and how far we succeed in this. We are accountable and responsible for this and will use the results to sharpen our future efforts.

BRANDING TEXT « Approach The Hague City Branding 2020 » document, published 11/11/2015.