Meet Marc Meeuwis, head of city marketing for Tilburg in the Netherlands, a city that dares to break the mold. With a vision rooted in creativity and social impact, Marc has been guiding Tilburg’s brand strategy to showcase its unique spirit—a city of makers, innovators, and bold ideas. Under his leadership, Tilburg is carving out a reputation both at home and abroad as a place where community-driven projects and social experiments aren’t just welcome—they’re essential.
In this interview, Marc shares his insights on what makes Tilburg stand out, the challenges and triumphs of city branding, and his aspirations for Tilburg’s future as a hub of collaboration, creativity, and growth.
Marc, how would you describe Tilburg’s current city branding strategy? What are your main objectives for the city over the next five years?
Our branding strategy centers on Tilburg’s DNA of creativity and social innovation, anchored by two main goals. The first is “Building the World of Tomorrow,” where we drive innovation and social impact through sustainable partnerships. The second is “Experience Tilburg,” where we highlight our city as a hub of makers and creative thinkers—a real pilot city. We launched this approach in 2023, with the aim of positioning Tilburg as a forward-thinking city nationally and internationally.
Through my role at the National City Marketing Network, I’m very aware of the importance of sustainable marketing for urban development. By joining national and regional initiatives, like New Dutch and Van Gogh Homeland, we’re able to emphasize what makes Tilburg truly unique.
In the coming years, we aim to evolve into a more independent and proactive organization. Our goal is to take on a leading role in setting the agenda and building an open, collaborative ecosystem with the municipality and other local partners. We want to encourage as many social, experimental, and creative initiatives as possible to shape a city identity that’s recognizable and impactful.
What makes Tilburg unique compared to other Dutch cities?
Tilburg stands out as a city powered by creative makers and a commitment to social innovation. Unlike other cities that focus heavily on traditional icons, Tilburg puts community-driven projects at the center. Initiatives like Quiet and Spoorpark, the largest citizen-led project in the Benelux, show our emphasis on creation and social connection.
We always say that Tilburg is a testing ground for social experiments, a place where residents, students, and visitors have space for creativity and community involvement. Our brand is built from our DNA and recognized across the Netherlands and increasingly internationally. Cities across the country often visit Tilburg to learn from our approach.
While it’s flattering to inspire others, our unique collaborative spirit and willingness to experiment can’t simply be copied—it’s something that comes naturally from our identity.
Tilburg was recently named Event City of the Netherlands for 2024, a recognition of our vibrant, community-driven culture. But more than awards, our aim is to create space for talent to pioneer, explore, and innovate. In our view, building a reputation starts right here in Tilburg.
What are the key challenges Tilburg faces in positioning itself as an attractive location for businesses and visitors?
Our main challenge is to strengthen our profile without losing authenticity. Tilburg is modest, with less name recognition than some other cities. This means we need to put in the work to communicate our unique qualities and continue building a strong proposition.
Tilburg remains relatively unknown internationally, but through local partnerships, we’re working to increase visibility with events and campaigns that truly reflect our DNA.
A big part of branding is consistency and persistence. By consistently showcasing who we are across our website, campaigns, social media, and other channels—and positioning Tilburg as an inclusive hub of creativity and social innovation—we hope to attract more entrepreneurs and visitors.
Could you share some projects or initiatives that have significantly contributed to Tilburg’s brand success in recent years?
Projects like Anish Kapoor’s Sky Mirror, Doloris Meta Maze, Kaapstad, Circolo Festival, and Jobs with Impact have played a big role in building our brand. Each of these initiatives highlights Tilburg’s strengths as a city focused on social engagement and creative experimentation.
National organizations, like Destinatie Nederland, recognize the power of initiatives that blend social impact with urban development, creating lasting connections with residents and visitors.
Our community-first approach sets us apart and inspires other cities to explore new partnerships. We highlight stories that fit this vision—whether they’re told by residents, entrepreneurs, or students. This can include areas like the Museum Quarter, or initiatives that build a thriving environment for social and creative projects.
One standout example isn’t a single event or festival, but rather our Cultural Alliance, a unique collaboration among Tilburg’s cultural institutions. Here, we understand that by working together based on a shared strategy, we can achieve more than by working separately.
How do you involve local residents and businesses in the development and promotion of Tilburg’s brand?
Our residents are more than just citizens; they’re ambassadors for Tilburg. We support storytelling platforms that let them play an active role in shaping the city’s brand. Engaging residents in this way strengthens our reputation and builds a brand they feel part of.
Involving the community is crucial to creating an authentic and lasting identity.
Together with partners like the Cultural Alliance, we organize sessions and discussions where we get input on how to best convey Tilburg’s story. Our approach emphasizes social projects that set us apart from other cities and bring genuine improvements to local life.
Initiatives that make Tilburg’s neighborhoods more welcoming and livable are also part of our brand. We share these stories on intilburg.com, and by adding 10 new stories each year, we’re creating a large archive that reflects our city’s DNA.
What are your plans for further strengthening Tilburg’s reputation both nationally and internationally?
Looking ahead, we’re committed to promoting Tilburg as a creative, inclusive city with a focus on knowledge-driven sectors. We’re building international awareness alongside our national reach, focusing on storytelling, data-driven marketing, and sustainable partnerships to make Tilburg recognizable as a city where social impact is a priority.
We’re concentrating on students, entrepreneurs, and businesses that contribute to a sustainable future.
In the Spoorzone Tilburg area, an innovative district where education, business, and government collaborate, we’re creating hubs for startups focused on social innovation. Our Jobs with Impact initiative also aims to connect digital talent with exciting career opportunities in the city. Our digital hub works with companies like KLM, Red Bull, and Manchester United.
We want to make Tilburg top of mind for creative and sustainable pioneers, people who embrace social experimentation and want to shape the future here.
Through strategic partnerships and campaigns, such as those with New Dutch, we’re building a reputation that resonates on both national and international stages.
Marc, thank you for sharing your insights on Tilburg’s journey as a forward-thinking, inclusive city brand.
To learn more about Tilburg’s unique approach to place branding, visit intilburg.com – and our showcase on Tilburg, the Netherlands’ city of makers. Connect with Marc Meeuwis on LinkedIn.
