Reflections 2025
Projects and campaigns

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TEFAF

Maastricht Marketing also developed a city programme for TEFAF 2025 together with many partners. The aim is to strengthen the connection between the art fair, the city and the cultural offering in the run-up to and during TEFAF.

Cultural programming

Cultural institutions and organisations in Maastricht organise exhibitions, concerts and other activities during the TEFAF period to appeal to the art-loving public. Maastricht Marketing collected this rich offer from the city and region. In total, there were some 70 activities.

Campaign

To reach as many visitors and residents as possible with these cultural activities, we set up a dedicated landing page, in Dutch (www.maastrichtxtefaf.nl) and English (www.maastrichtxtefaf.com). We further promoted the city programme via our B2C and B2B newsletters and via our social media channels. In addition, we had bookmarks and posters made showing the highlights of the Cultural City Programme. 15,000 copies of the bookmark were distributed at busy catering locations in Maastricht and via press bags of (inter)national journalists. Posters were hung at the fair itself and at 150 locations in the city. Furthermore, the campaign consisted of advertisements and advertorials in TEFAF Magazine, TEFAF Maastricht Guide and Tableau Magazine.

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Press

An event like TEFAF also always attracts a lot of press to our city. During the fair, both national and international journalists were accompanied and provided with information. In addition, in cooperation with TEFAF's national PR manager, we prepared a two-day programme for national media such as Omroep Max, ART FIX, MOD MOD Magazine, Gloobles, Het Parool, Maffe Meesterwerken, Manera Magazine and Ivo op Zondag. We inspired the international press with the Maastricht Art & Icons Walk and individual tours. Omroep Max's podcast 'Maffe Meesterwerken' can be listened to here.

Heritage Unlocked

Together with Explore Maastricht colleagues, the tours in historic buildings in Maastricht city centre were developed, communicated and guided. We chose three themes: art & science (Maastricht University buildings), art & government (City Hall & Dinghuis) and art & religion (treasuries of Saint Servatius & Our Lady's basilicas). We offered these in both Dutch and English to visitors and residents of Maastricht.

Citydressing

In coordination with the Municipality of Maastricht and TEFAF, we were responsible for the design of the citydressing of the Maastricht flags in the city centre. This year, extra banners were hung in the Central Station to highlight both TEFAF and the city programme.

And more:

  • we organised a meeting for the marketing and communication staff of cultural institutions during TEFAF. Prior to visiting the art fair, there were three interesting presentations
  • we supported the TEFAF Window-shopping Route, coordinated by Centrummanagement Maastricht, by making the window stickers 'Maastricht embraces TEFAF' and by distributing posters and (online and offline) maps. Over 100 entrepreneurs in the city centre participated
  • we were partners at Chapeau's Maastricht & Region stand to strengthen the connection between TEFAF and the region

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