"The unique branding strategy of THCB not only reflects the strong position of The Hague as International City of Peace and Justice. It also reflects the social and economic importance of conferences to our city. This nomination is an outstanding acknowledgement of THCB's professionalism and proves once more that this strategy is bringing positive results," said Deputy Mayor of The Hague Karsten Klein.
The brand underlines the uniqueness of the city, playing on the fact that The Hague has "The" in its name. The launch and implementation of the new brand were a great achievement, resulting in high brand recognition rates, and enthusiastic feedback from stakeholders, and clients.
The positive reaction from marketing institutions in the city resulted in the rollout of the branding for the recently launched organisation The Hague & Partners as well as The Hague Marketing Bureau and The Hague Business Agency.
The nomination for the award is another confirmation of the brand’s success, as Nienke van der Malen – van der Horst notes. “The European Excellence Awards are recognised as one of the most prestigious in its industry. We are thrilled to be shortlisted for one of the regional awards alongside well-known brands such as Unilever and Bol.com.”
The Excellence Awards have been celebrating the achievements of communication professionals for the past eleven years and are leading in Europe. The awards are hosted by Quadriga and Communication Director, an internationally-focused magazine for corporate communications, PR and public affairs.
The brand concept was presented by a UK-based agency Corke Wallis in 2016, and over time further developed by the Netherlands-based communication and design agency Happy Folk.