Marketing strategy & relationship management

The marketing strategy is the common thread that runs through the organization and is of vital importance to the organization as a whole. Plans include a medium-term vision, which offers not only a course of action for our own organization but also guiding principles for partners and stakeholders to follow so that they can improve the effectiveness of marketing activities and increase the economic spin off.

The cornerstones of our marketing strategy are:
1. Municipal policies on business and recreational tourism and city marketing.
2. Conversations with and objectives of stakeholders and partners in the city.
3. Our own vision, expertise and research on potential target groups, sectors and trends.

Strategic choices are as follows:
1. Capitalizing on the visitors’ need for luxury, comfort and experience and the high quality of The Hague’s tourist attractions: exploiting the (national and international) trend towards choosing holiday destinations that offer a wide range of options by promoting the combination of city and beach unique in north-western Europe.
2. Reducing the gap – in marketing terms – between image and identity. In other words, showing that The Hague is much more fun than many people think.
3. Making maximum use of major national and international events: co-operating more closely with the market and finding collaborative opportunities outside the city limits but within the metropolitan region (particularly with Delft and Rotterdam).

Working with partners
Den Haag Marketing wants to be the active link between the city’s marketing efforts: together = more. The successful promotion and positioning of The Hague is most effective when it takes place with city partners in the form of co-creation. That joint commitment is reflected in partner plans, which contain agreements on participation, campaigns, activities, products and services for and with partners.

For more information:

Strategic marketers
Nicole Janssen-van Vonderen
Tel.: (+31) (0)70 3618822     
E-mail: n.janssen@denhaag.com

David Bodor
Tel.: (+31) (0)70 3618852     
E-mail: d.bodor@denhaag.com

Relationship marketer
Wendy Yu-Tjemmes
Tel.: (+31)(0)70 3618821     
E-mail: w.tjemmes@denhaag.com