The Hague is known for two things: peace & justice. After a short pitching round, we where tasked with making The Hague more attractive as a place to live, work, and enjoy leisure time in collaboration with The Hague Marketing. To kick-off our new brand strategy our thought for an activation was: Show don't tell. We started with 100 days, but eventually our concept '30 days as a Hagenees' gave a new spin to city marketing.
We launched the opportunity to live 30 days like a Hagenees: complete with free housing, work experience and lots of recreation. In the coming spring, 3 participants will have a house to live in, a customized workspace, and tips from true "Hagenezen/Hagenaren" to explore the city by the sea. We received responses from all over the world and picked three lucky ones. They did the rest, on social media.
Young professionals don't really have a perception of The Hague. The city is mainly associated with the Binnenhof and the International Court of Justice. With this campaign, we shift the focus and let you discover the unique mentality of the city itself: the 'self-made' Hague mentality. Thanks to the relatively cheaper living and working spaces compared to other cities, as well as the extensive (international) networks, this city by the sea is the perfect breeding ground to develop yourself as a young professional at your own pace. In short, The Hague is the best city to become more yourself.
And after 30 days? They never left...