Reflections 2025
Projects and campaigns

Scroll down

Magical Maastricht

Magical Maastricht an important and large-scale event in the winter months. This year, too, we focused explicitly on encouraging multi-day stays, enticing visitors to visit during off-peak times - especially on weekdays - and spreading visitors across different city districts. In 2025, this strategy was further refined and digitally reinforced, in close cooperation with Trichter (Magisch Maastricht Vrijthof), Centrummanagement, Zuid-Limburg Bereikbaar, Municipality of Maastricht and Q-park.

Magical light routes

To encourage spreading and invite visitors to explore the different city quarters, we developed the Magical Light Routes. Flyers with the routes were distributed at Magical Maastricht Vrijthof and catering locations in the city.

Man walks down Maastrichter Heidenstraat during Magical Maastricht

New look, - renewed online base

With the launch of the revamped Visit Maastricht website, the Magisch Maastricht pages (magischmaastricht.nl) were given their own look-and-feel, matching the campaign. The quadrilingual content was redesigned with an emphasis on atmosphere, inspiration and practical information for a multi-day visit.

The reach figures show that the campaign was well found both nationally and internationally.

The Christmas market page was the best-viewed page in all languages. The Dutch Christmas market page alone attracted 32,792 unique users, while the English-language version attracted 21,509.

 

103.162

Number of users Magical Maastricht pages

Targeted press coverage in Germany

To enthuse visitors from North Rhine-Westphalia in particular for a multi-day winter visit, we sent out a specific press release to German media in early November. This resulted in 50 publications, including at NRZ, RP, Braunschweiger Zeitung, Gießener Algemeine and Hersfelder Zeitung.

Online advertising

In 2025, substantial efforts were made on online advertising, with a focus on the Dutch market. The campaigns focused on:

  • stimulating multi-day visits
  • Promoting tickets for Magical Maastricht Vrijthof
  • stimulating visits during off-peak times

Through online display and social display advertising, 1.7 million impressions were achieved. Figures and analysis by MIBTL media, the agency that rolled out the online display and social display advertising for us, show that 4,438 people who saw the ad actually visited Maastricht (period 10-11-2025 to 31-12-2025). N.B. We cannot trace the degree of correlation between seeing the ads and the actual visit.

Content

Through the Magical Maastricht culture tips and Advent calendar on our socials, we inspired visitors with the cultural offerings in the winter period. We also contributed to inspiration and distribution with blogs. Organic posts on Facebook and Instagram around Magical Maastricht had a total of 526,015 views. In early December, we also sent a special newsletter entirely dedicated to Magical Maastricht to over 10,000 subscribers.

Social media posts

Powered by EmbedSocial→

Best-read blogs - Magical Maastricht

And more:

  • we developed a joint communication strategy with Trichter/Magical Maastricht Vrijthof
  • we were co-responsible for (part of) the ticket sales of Magisch Maastricht Vrijthof, with a focus on off-peak moments
  • we published a spread about the winter offer in Leef Maastricht
  • we produced new visual material for future campaigns

Navigate to other - projects and campaigns

This website uses cookies

This website uses cookies (Functional, Analytical, Marketing) which are necessary for the website to function as well as possible. By clicking accept, you indicate your agreement with this.