The new slogan has been developed by the Top Dutch marketing campaign, which is shifting its focus toward promoting the good investment climate of the northern provinces.
By Hans de Preter / Translation by Traci White
As part of a reboot of the Top Dutch campaign, the new slogan is meant to shine the spotlight on green chemistry initiatives in the region in particular. According to Dagblad van het Noorden, Groningen CDA representative Patrick Brouns will formally present the relaunch during the FC Groningen-FC Emmen football match next Sunday.
The Top Dutch campaign’s original goal was getting Tesla CEO Elon Musk’s attention and promote the region as a candidate for a new factory location. The campaign garnered heaps of media attention, due in no small part to its shameless self-promotion. Since this summer, stories about internal divisions developing within the core group have eclipsed coverage of any business gains the campaign may have achieved, and Germany appears to be the likeliest candidate to eventually build the gigafactory, not the Netherlands.
The relaunch of the Top Dutch campaign will shift its focus toward highlighting the region’s sustainable chemistry industry, particularly Delfzijl. The cluster of companies there is the second largest chemistry hub in the Netherlands, and the area is increasingly using electricity generated from green sources in the Netherlands from sugar beets and potatoes, as well as sources in Scandinavia.