Reflections 2025
Projects and campaigns
Knowledge and innovation city
Maastricht is an international knowledge and innovation city where cooperation between knowledge institutions, government and business is central. This stimulates innovation, strengthens the economy and attracts talent in the Meuse-Rhine Euroregion.
New Dutch
New Dutch is a movement and international platform that brings Dutch innovation to the world stage. It shows how entrepreneurs, researchers and creatives from the Netherlands are developing practical solutions to global challenges. This is done through themes such as earth, health, technology, food and culture & society. Maastricht Marketing is one of the partners, together with Brightlands and 15 other regions.
We held monthly consultations with initiators the NBTC and RVO and the other regions on ongoing campaigns and projects. We collaborated on innovative cases supporting the campaign, such as ETpathfinder and Future Materials Lab (to follow in 2026). We also distributed an open call looking for innovations in Maastricht and the region.
On 19 and 20 November 2025, together with Brightlands and the NBTC, we organised an international press trip for New Dutch. In a two-day programme, we introduced journalists from Germany, Belgium and Sweden to innovation as well as the good life in Maastricht. This resulted in publicity in various trade media and newspapers, including Einfachraus and SvD Näringsliv.
-
Luca Locatelli
For New Dutch, top photographer and storyteller Luca Locatelli came to Dutch at our invitation. He photographed the ETpathfinder as part of an artistic series on innovation in the Netherlands.
Welcome to Maastricht Region
With Welcome to Maastricht Region, South Limburg and its border region becomes visible and recognisable as a region in which it is attractive for frontier workers and internationals to work, live and play. We communicate an integral story in which the region's unique profile is always central. In 2025, we worked together with Sittard-Geleen and Heerlen on the visual branding and a joint narrative. This branding will be implemented step by step in communications and campaigns in the coming period. We also supported a profile campaign aimed at attracting data analysts and a social campaign aimed at participants for the perception survey among internationals.
Education table
Maastricht has a rich and diverse knowledge landscape. This offers plenty of opportunities to attract students and talent. As part of our mission to position Maastricht as a knowledge city, we started the Education Table in 2025. Together with Maastricht University, Zuyd University of Applied Sciences, VISTA College, United World College, ECDPM, EIPA, European Journalism Centre and UNU-Merit, we worked on a joint narrative and a plan to powerfully position this knowledge region. In 2026, we will finalise this plan and work on concrete, joint activities.
Brightlands Limburg
Brightlands is Limburg's innovation community, in which large international companies, specialised SMEs, universities, colleges, mbo institutions and governments join forces. To make this nationally visible, a new campaign for Brightlands Limburg was launched in autumn 2025, an initiative of the Province of Limburg and Brightlands. From Maastricht Marketing, we think along about the innovative examples and make the link to city-wide and regional projects.
Maastricht.com
Maastricht.nl will be the new landing portal for the city. A place where all aspects of (the brand of) Maastricht come together: information and stories about living, working and life in Maastricht. Last year, we worked on the development of this portal in collaboration with the Municipality of Maastricht. The website is scheduled to go live in mid-2026.
Navigate to other - projects and campaigns
-
Culture
-
TEFAF
-
Heiligdomsvaart Maastricht
-
Carmina Burana
-
Longer stays
-
Magical Maastricht
-
And more
