Products

UITmagazine
UITmagazine comes out 10 times a year with a circulation of 25,000 copies, and is distributed through 680 locations in and around The Hague. The essence of UITmagazine is a complete listings of what’s on in The Hague’s theatre and other venues, museums and art galleries.  In addition to the listings, UITmagazine contains background information, interviews, special offers and short introductions to activities and events. There are several publications providing listings in The Hague, but UITmagazine is special in that it gives more in-depth information and a complete overview. Those interested in culture are provided with interesting information on all the arts. Many venues, groups and companies contribute to UITmagazine by running special offers for readers and giving discounts. An independent editorial board, consisting of representatives from the various art disciplines, plays an advisory role and provides the Haags Uitburo with recommendations regarding the contents of the magazine.

UITbestelgids
Theatre lovers can use the UITbestelgids to make their own selection at the start of the new cultural season. By means of bonuses and challenges the Haags Uitburo tries to draw attention to events and activities that are less widely known. The listings guide has a circulation of 25,000 and comes out in May every year.

Theatre Guide
Once a year, the Haags Uitburo publishes an English-language listings guide: the Theatre Guide. This guide contains a selection of more than 200 shows and performances where language is not an issue. The guide caters for expats and tourists staying in the The Hague area.

UITpas
While to the consumer the UITpas is a discount card, to venues, groups and companies, this card is an ideal marketing instrument. In addition to personal details (name, address, gender and age), the profile of the cardholder in terms of their interests and preferences is recorded as well. This information allows for a more effective marketing of cultural events and activities. Throughout the year, there are various special offers for holders of an UITpas, such as the ‘restaurant of the month’.

Museum brochure
A bilingual brochure is published (in Dutch and English) for visitors from the Netherlands and abroad. These are distributed at fairs and workshops and are available at VVV tourist information offices and museums. The brochure provides an overview of the city’s museums and aims to contribute to more people going to museums, perhaps combining their visit with a night out at the theatre.

UITmail
UITmail is the digital newsletter of the Haags Uitburo. UITmail subscribers receive an email with tips and special offers regarding cultural activities, shows and performances in The Hague every month. The contents of the newsletter is coordinated with the Haags Uitburo’s cultural partners. In order to keep those subscribing to UITmail even better informed, they receive a tailor-made digital newsletter, that is, they only receive information and tips on genres that they have indicated when they completed their profile. Separate emails are sent to announce special events and festivals.

Website
The website www.uitburo.nl/denhaag is promoted nationally and by means of a Nederlands Uitburo campaign. The site offers a complete and up-to-date overview of what’s on in the The Hague area, as well as editorials, background information, tips and special offers. Tickets can be booked online at the Haags Uitburo website.

Hyves / Flickr! / Youtube
In 2008, activities were launched using Hyves, Youtube, Twitter and Flickr! to reach a new target group, which is part of the objective to achieve better target group segmentation. Hyves messages, invitations, signalling and other communications are used to draw the attention of this group to what’s on in The Hague. Many of them in turn comment on the recommendations made. Making use of online communities is a way to reach a relatively large and new target group in a fast and cheap way. An additional advantage of these communities is that it is easy to measure which and how many people you reach. That is why choosing to inform particular groups about traditional products of the Haags Uitburo using the new media is an option. The UITbestelgids, too, is promoted through online communities in addition to the regular promotional channels. 

A combination of information media

The whole is more than a sum of its parts. This adage is also true for the combination of online and offline publications. Consumers appreciate being able to access information through more than one channel. Research shows that currently fifty percent of Dutch consumers are multi-channel consumers. A media mix in which online and offline media are employed in conjunction, generates a much higher return than a separate use of these media. That is why the various products of the Haags Uitburo contain references to its other publications. This multi-channel approach is characteristic of the Uitburo policy: the aim is to create a conversion that is as extensive as possible by employing several channels at the same time, so that, eventually, people will purchase their tickets at the Ticketshop or at the box offices of the individual theatres.