With its medieval streets, lively terraces and a Carnival that draws the whole city into song, ’s-Hertogenbosch—better known as Den Bosch—wears its identity proudly. The Dutch city (explore what makes it special in our ‘Places to Watch’ showcase) has built a reputation for culture and community spirit, but also for a thoughtful approach to branding that puts people at the centre. Guiding that work is Mark de Greeff, a strategist who favours long-term impact over quick wins, community engagement over top-down messaging, and decisions grounded in research.
In this conversation, Mark explains how Den Bosch’s brand draws strength from its people, why segmentation shapes smarter campaigns, and which forces will define the next chapter of city marketing.
Mark, you’ve been leading the way in Den Bosch’s place marketing. What defines the city’s identity today, and how has that shaped your strategic direction?
When I arrived in Den Bosch after 15 years in innovation-driven Eindhoven, I was careful not to bring that same mentality with me. This is a different city with a different rhythm, and it needed its own approach. So I spent the first months simply observing—walking the streets, talking to people, and trying to get under the skin of the place.
The moment it clicked was during Oeteldonk, our Carnival. Imagine 100,000 people wearing the same scarves and coats, singing together, cheering for the ‘Prince’. It’s a moment of pure collective identity—something most brands can only dream of. For Den Bosch, it was already part of the DNA. That sense of belonging, of togetherness, became the cornerstone of our strategy.
Local involvement seems central to your approach. How do you engage residents and businesses in shaping and promoting the Den Bosch brand—and what value does that bring to your campaigns?
Local involvement isn’t just a nice add-on—it’s fundamental. We live in a time when societies are being challenged to rebalance prosperity and well-being. In the Netherlands we call this Broad Prosperity, and it’s about making sure progress isn’t measured purely in economic terms but in quality of life too.
In that context, it’s vital that people don’t feel excluded or disconnected. Den Bosch has always been about the art of living together, so our brand has to reflect that spirit. Place marketing can play a role in building bridges, strengthening identity, and creating pride.
When people feel represented, they respond. Today, thousands of Bosschenaren act as ambassadors, not because we asked them to, but because the brand resonates with them personally. That’s the real value.
Research and segmentation are important tools in your work. How do these insights guide your decisions—especially when designing a multi-year campaign?
Research is crucial, but I believe in keeping it practical. For visitors, we use the Glocalities model, where we see the strongest connection with the Creatives. We don’t treat it as a rigid targeting tool, but as a useful blueprint to shape product development and communication. It gives us direction, without boxing us in.
At the same time, we know growth doesn’t come from focusing on one group alone. That’s why we work with Category Entry Points, looking at the real-life moments and motivations behind travel decisions. Something as simple as a romantic weekend is a powerful trigger—and one that Den Bosch is perfectly suited for. By mapping these entry points, we can align our messaging with what people are actually looking for.
Den Bosch has chosen a multi-year campaign approach rather than short-term initiatives. What led to that decision, and how do you keep the campaign relevant and engaging as it evolves over time?
We’ve deliberately chosen a balance between the long and the short, inspired by Binet and Field’s thinking. On the long side, we’re building broad awareness of the Den Bosch mindset, planting seeds with people who may not be ready to visit now but will carry that association into the future. On the short side, we activate specific Entry Point campaigns to drive bookings and visits in the here and now.
The glue that holds everything together is consistency.
Our creative platform—“Up for life. Up for Den Bosch”—along with our visual identity and our characters Tim & Tonnie, provides a recognizable framework. The characters in particular bring playfulness and warmth, keeping the campaign fresh without losing coherence.
I’m convinced that too many marketers throw out campaigns too soon. In reality, recognition and compound creativity build over time, and sticking with it is often the smartest move.
How do you measure the effectiveness of your campaigns, and what impact are you seeing—either in perception, behavior, or KPI outcomes?
Measurement needs to reflect both the long-term and the short-term. On the long-term, we run a brand radar every year, covering residents, visitors, entrepreneurs, and students. We look at four dimensions—meaning, trust, connection, and relevance—and benchmark ourselves against other cities. That gives us a clear picture of where we’re strong and where we need to adjust.
On the short-term, we operate a City Center Monitor that tracks tourism and economic data in real time. It allows us to react quickly and fine-tune campaigns if something isn’t performing. Together, these tools create a full picture: are we building the brand sustainably, while also delivering tangible impact?
Looking beyond Den Bosch, which place brands or city marketing initiatives have inspired you recently—and how have they influenced your thinking or approach?
Our field is still young, and what counts as doing well today looks very different than it did 20 years ago. I don’t spend as much time on the international stage as I’d like, so my perspective is rooted mainly in the Dutch context. A few examples stand out:
-
Eindhoven has built a very strong visual identity.
-
The Hague and Utrecht are excellent examples of how to translate brand strategy into practice.
-
Rotterdam has impressed me with its focus on inclusivity and civic pride—no small feat in a city of that scale and diversity.
Of course, not everything goes right. I’ve heard Amsterdam is considering moving away from I Amsterdam. In my view, that would be a mistake. It remains one of the strongest city brands globally, and abandoning it risks throwing away years of equity.
Which key trends do you think will shape city marketing in the coming years?
AI is an obvious one. AI and technology are already changing how we think about visibility and positioning. Something as basic as a Google ranking, which once felt stable, is now in flux. That disruption is both challenging and exciting.
But I think politics may play an even bigger role. Local governments are being tasked with more national responsibilities, which increases complexity and cost. In that environment, place brand organizations have to prove their value more than ever.
It’s no longer just about attracting outsiders—it’s about strengthening the city from within, helping communities thrive, and showing we’re an integral part of the broader system.
If we can do that, city marketing has a very strong future ahead.
Thank you, Mark.
To learn more about Mark’s work, connect with him on LinkedIn or visit Den Bosch Partners. Further background on the city can be found in our ‘Places to Watch’ showcase.
