The joint ‘Big 5’ museum campaign by The Hague & Partners and mJourney has been awarded a Dutch Interactive Award in the ‘Best of Industries’ category. Through the campaign, national and international visitors have been inspired in a targeted and effective manner to visit The Hague’s museums, further strengthening the city’s position as a leading cultural hub.
The Big 5 stands for five world-famous Dutch artists – Vermeer, Rembrandt, Mondrian, Escher, and Mesdag – whose iconic works are on permanent display in four museums in The Hague. The Mauritshuis, Escher in Het Paleis, Museum Panorama Mesdag, and Kunstmuseum Den Haag thus together form a unique cultural experience: five masters, within walking and cycling distance of each other, in one city.
Additional visits
The campaign has put The Hague more firmly on the map as a destination for art and culture. At the same time, efforts were made to attract new target groups, including international ones, and to encourage actual museum visits.
“The strength of the campaign lay in the combination of creativity and the smart use of technology. Potential visitors were reached at the right time and in the right place, for example via digital screens and targeted online communication,” says Suzanne Fillekes of The Hague & Partners.
Subsequently, insight was provided into how many people visited a museum. This approach led to demonstrable results, with over 13,000 museum visits as a direct consequence. These culture visitors also engaged in other activities in the city, so many institutions benefited from it.
Connect
In addition, the Big 5 tells a larger story about The Hague: a city where world-class art comes together and where cultural institutions join forces. Collaborating with the four museums creates a stronger whole that encourages visitors to discover not just one place, but the entire city.
Marcel Westerdiep of Escher in Het Paleis: “When museums open their doors together, visitors discover not only our collections, but also the soul of the city. Museums connect the past, present, and the city of tomorrow.”
City of Culture
The Dutch Interactive Awards are among the most important awards for digital work in the Netherlands and are presented annually to projects that excel in creativity, innovation, and effectiveness.
The Hague & Partners executed the Big 5 campaign commissioned by the four museums and the Municipality of The Hague. With this win, The Hague & Partners confirms its role as a driver of innovative campaigns that contribute to the international positioning of The Hague as a cultural city.
Photo: The teams from The Hague & Partners and mJourney during the award ceremony. (photo: Merten Snijders / Dutch Interactive Awards)
Text: The Hague and Partners
Translation to English: The Hague Online