Regional campaign

In an alliance of Leiden, Leiderdorp, Oegstgeest, Katwijk and Voorschoten, and in collaboration with the Rabobank Leiden-Katwijk, these municipalities want to introduce their regional residents (again) to the local offer and activate them to move and consume within the region with this city branding. Very topical and appropriate for this time. Under the name “Region of Surprises” (Streek van Verrassingen) we formulated the pay-off “Taste the region! “(Proef de Streek!), with which we can give the city branding campaign a positive and activating character. The idea of ​​the campaign is that the region has to offer various ingredients, surprisingly fun and so close: culture, catering, freedom, knowledge and shopping. We have created a modular system on which we can process various expressions, images and messages in all kinds of formats. A series of icons indicate which “flavour” an ingredient has and ensures recognisability. For example, we show the diversity and surprises of the region by posing the question: what do you put on the menu? This campaign will be highly visible in the region, with various MUPIs, posters, advertisements, and the experience magazine Proef de Streek!. We’ve also created a media-package and manual for entrepreneurs to work with the label of Region of Surprises themselves.

Pop-up Regional Tinyhouse

The city branding campaign started successfully in July. After a call for Previewers, various bloggers, influencers and journalists slept in the Taste the Region!-tinyhouse. The tiny house is a pop-up overnight stop and at the same time a mobile promotional object of the campaign. All icons can be seen on the outside and in several containers per location, you can find different marketing materials for the regions. Our friends from Doorgedraaid have turned this idea into a unique object. The tinyhouse was set up at various locations in the months of July to September for unique overnight stays, such as in the garden of Oud Poelgeest in Oegstgeest, Brasserie Park in Leiderdorp and near Tuin van de Smid in Leiden.