'this is eindhoven' Campaign

Eindhoven is a city full of entrepreneurs. Again and again, entrepreneurs know their way to Eindhoven, both in the city center as well as in the other dynamic districts. These entrepreneurs in the field of hospitality, retail, and culture make the city attractive and are therefore the face of the city. It is up to us to make them even more visible.

CONCEPT
By now, many visitors of Eindhoven recognize the so-called 'red arrow'. It serves as both a signboard, a symbol, and evidence for local entrepreneurs. This is elaborated into the 'This is Eindhoven' campaign. The aim of this campaign is to strengthen the city's identity, both physically and online. On ThisisEindhoven.com valuable additions (so-called hotspots) to the city and our target group (City Explorers) are highlighted by means of video, photos, and a Q&A. To introduce even more people to these entrepreneurs, we share the format on our social media channels @Eindhovencity.

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DEVELOPMENT
In recent years, the 'This is Eindhoven' campaign has developed into a successful cross-media campaign. In order to be able to support the entrepreneurs optimally and to reach our target group even better, we have implemented a number of developments in the past year. For example, we have been able to give more clarity to the arrow by means of stickers. Physical and online is connected by means of a scannable QR code that leads to the corresponding article on ThisisEindhoven.com. In addition, we have further expanded our range with a red arrow on Strijp-S.

COLLABORATION
The campaign originated in collaboration with Stichting Ondernemers Eindhoven Centrum (SOEC) and has developed into a close collaboration between entrepreneurs, Eindhoven365, and various parties including Creative Agency PAPERJAM (planning, photography, and animations) and Blickfänger (video).

View the articles on ThisisEindhoven.com or scan the code!

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