Research shows that Apeldoorn stands out for its abundance of green spaces, its spacious layout, its progressive sustainability initiatives and its royal allure. By further developing these strengths and raising their profile, Apeldoorn will become recognisable and attractive to people from outside the city. We are building on what already exists to create a clear and powerful identity.
City marketing by Apeldoorn Partners
A spacious and green city
Over the coming years, Apeldoorn Partners will focus on strengthening the city’s image as a green and spacious city. They will do this by developing initiatives that reinforce this identity in both the city centre and the surrounding areas. In addition, the focus is on attracting conferences that enhance the city’s image and coordinating events that are in keeping with this image. Apeldoorn is promoted locally and nationally as the green and spacious capital of the Veluwe, an attractive city to visit, live in and work in.
Areas of expertise in city marketing
The organisation is based on six pillars:
Trademark monitoring
Apeldoorn Partners ensures consistent communication about Apeldoorn, the green and spacious capital of the Veluwe. It does this through its own communications as well as on behalf of third parties. For example, it coordinates communications about Apeldoorn during events and conferences held in the city. Within Apeldoorn, the organisation focuses on internal branding to help stakeholders work together to position Apeldoorn and tell the same story.
Marketing
Apeldoorn Partners runs nationwide campaigns to promote Apeldoorn’s image as the green and spacious capital of the Veluwe. It also promotes the city’s attractions through content marketing. Its target groups are visitors, residents, talent, businesses and conference organisers.
Product Development
Apeldoorn Partners develops a range of activities for its target groups to strengthen Apeldoorn’s image as the green and spacious capital of the Veluwe. The organisation works closely with businesses and local authorities on this. Examples of initiatives include street paintings, cycling and walking routes, audio tours, wayfinding, Christmas decorations and Royal Sundays. The aim is to increase spending and the length of stay in the city.
Events
Apeldoorn Partners coordinates a well-balanced, year-round programme of events and advises the municipal executive on this. It supports organisers in making events increasingly sustainable. In addition, it is responsible for the city’s visual identity to reflect the Apeldoorn spirit and for promoting the city during major (sporting) events.
Conferences
Attracting conferences that enhance Apeldoorn’s image. Apeldoorn Partners selects large, national conferences that align with the characteristics of ‘Green’, ‘Spacious’ and ‘Safe’. It works with the business community to encourage these conferences to choose Apeldoorn, as the city’s image aligns with the conferences’ objectives. The aim of conference acquisition is to attract more revenue from conferences to the city.
Economic positioning
To promote Apeldoorn economically and, in collaboration with the Strategic Network, work on its image as the ‘Green and Spacious Capital of the Veluwe’. The aim is to encourage more talented individuals to choose Apeldoorn and to highlight the city’s potential in the areas of sustainability, climate and energy transition to public authorities, the business community and development agencies. The objective is to make doing business with Apeldoorn more attractive.
With this strategy, Apeldoorn will continue to develop and strengthen its green, sustainable and royal character, ensuring that the city occupies a distinct and attractive position, both locally and nationally.
More information
Visit the Apeldoorn Partners’ website for more information.