Reflections 2025
Projects and campaigns

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Longer stays

Maastricht Marketing's main objective is to extend the length of stay, focusing on promoting weekday stays among specific target groups. This is embedded in all campaigns and marketing activities, which we carry out in coordination with Stichting Samenwerkende Hotels Maastricht (SAHOT).

Remote and reload

Maastricht Marketing has been committed to encouraging weekday stays for years. At the same time, many people find it difficult to plan a city break between Monday and Thursday. Research shows that a change of scenery contributes to productivity as well as work happiness. Moreover, remote working has become the norm in more and more professions. These developments formed the basis for Remote and reload. With this new communication line, we focus on workers looking for a better work-life balance.

Cooperation with happiness psychologist Josje Smeets

A mini-work station in Maastricht combines work with nature, culture and gastronomy. Especially during the week, when the city offers space for focus as well as relaxation. In cooperation with happiness psychologist Josje Smeets, we researched how a mini-work station can contribute to happiness at work and why Maastricht is a suitable environment for this. In this way, we underpinned the campaign with relevant insights and data. The campaign was visually supported with new imagery, focusing on remote working and staying overnight in the city.

Josje wrote a blog about remote working in Maastricht. You can read this blog here.

Campaign launch

We launched the campaign in October during the 'Week of Work Happiness' with, among others:

  • A press release and active press approach
  • Branded content article in Winq(print and online) and the Business & Travel supplement of the Financieele Dagblad (circulation: 45,000 copies)
  • A social advertising campaign via Instagram, Facebook and LinkedIn aimed at conversion (578,815 impressions and 4,962 clicks)
  • An online display campaign on relevant media such as AD.nl (1,790,964 impressions and 8,405 clicks)
  • SEA and Google display campaign (985 impressions and 109 clicks)
  • Campaign with win action via screens in NS trains (reach: 4,300,000)

NS intercity displays

 

Social media posts

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wake-up-in-maastricht.nl

On Wake-up in Maastricht, we bundle relevant information about a workation in Maastricht. Here we offer inspiring blogs, special hotel packages, fine workplaces and workspaces in Maastricht and other tips for visiting the city. The quadrilingual page was visited over 9,000 times from October to December. Our special newsletter aimed at longer stays was published six times this year. The number of subscribers grew by over 1,900.

New city map

To best inform and inspire visitors to the city, we developed a new city map, which we distributed at various accommodations in the city. With this handy and compact city map, we build a bridge between offline and online, inspiring visitors to discover the city in all its diversity.

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