Hanover (HMTG) Launches Advertising Campaign Targeting Young People in the Netherlands

Current information:

With a large-scale campaign, Hannover Marketing und Tourismus GmbH (HMTG) is now setting a new tone for tourism promotion in the Netherlands. The campaign focuses primarily on young people interested in personalized active trips to the capital of Lower Saxony. The guide “Hannover Ronduit Uniek” (“Hannover: Uniquely Hannover”) provides a wealth of information on events, neighborhoods, nightlife and shopping options, as well as day trip destinations and experience packages tailored to this urban target audience. It describes Hannover’s unique neighborhood cultures and offers plenty of tips on bars and cafés, boutiques, and trendy clubs, encouraging readers to explore List, Linden, and other neighborhoods. Hannover Marketing und Tourismus GmbH is now distributing 150,000 copies of the guide in the regions of Amersfoort, Apeldoorn, Arnhem, Barneveld, Doetinchem, Utrecht, and Zwolle via direct household distribution.

In addition, this handy brochure—which was widely distributed in German-speaking university towns as early as 2014—is available at nearly 100 public institutions, such as museums, libraries, and recreational facilities, in Gelderland, Utrecht, Overijssel, and Flevoland.

Large-format posters at train stations in Amsterdam, Amersfoort, Deventer, and Hengelo are also drawing attention. These promotional efforts are complemented by another 250 large-format posters on the German side of the border with the Netherlands, from Leer to Borken. Featuring images of mountain biking in the Deister, the festive atmosphere at the Machseefest, friends shopping in unique boutiques, and sundowners on the rooftop terrace of a beach bar, these posters inspire visitors to explore the city on the Leine.

“The Netherlands and Lower Saxony maintain many close ties in the economic, cultural, and educational spheres. For our Dutch neighbors and for Hanover, this campaign therefore presents an opportunity to expand and strengthen this network even further. With the help of the guide, readers gain access to an excellent collection of leisure and excursion destinations and learn about the unique features and history of the city and its neighborhoods. This allows us to reciprocate the outstanding Dutch hospitality and further foster our close neighborly ties. I am convinced that the campaign will be a resounding success,” says Dr. Volker Müller, Honorary Consul of the Netherlands in Hanover.

Hans Christian Nolte, Managing Director of HMTG, adds: “Active, personalized tourism is all the rage. Having already successfully targeted the younger demographic in Germany, we are now expanding our marketing efforts to our neighbor, the Netherlands.”

With approximately 29,000 overnight stays in 2014, the Netherlands is the most important source market for Hanover after the United Kingdom.

The fact that more and more young people are interested in Hannover as a city break destination is also evident from the many bloggers who come to the capital of Lower Saxony from all over the world. You can find an overview of recent visits here. Additional blogger trips—for example, from the Netherlands, Spain, or China—are planned.

We have compiled information about personalized, urban travel on our neighborhood portal at www.hannover.de/unverwechselbar.

We have made photos available for editorial use in our photo download section. You can find additional press information and articles at www.hannover.de/presse-hmtg?

Published: June 22, 2015