Successful Museum Campaign in The Hague Wins Dutch Interactive Award

The Hague – The joint museum campaign The Big 5, created by The Hague & Partners and mJourney, has won a Dutch Interactive Award in the Best of Industries category. The campaign successfully inspired both domestic and international visitors to explore The Hague's museums through a targeted and effective approach, further strengthening the city's position as a leading cultural destination.

The Big 5 represents five world-renowned Dutch artists – Vermeer, Rembrandt, Mondrian, Escher, and Mesdag – whose iconic works are permanently on display across four museums in The Hague. The Mauritshuis, Escher in The Palace, Museum Panorama Mesdag, and Kunstmuseum Den Haag together offer a unique cultural experience: five masters, all within walking or cycling distance of one another, in a single city.

Driving Museum Visits

The campaign helped reinforce The Hague's reputation as a premier destination for art and culture. At the same time, it focused on attracting new audiences, including international visitors, and encouraging them to visit the museums. "The strength of the campaign lay in the combination of creativity and the smart use of technology. We reached potential visitors at the right moment and in the right place, for example through digital screens and targeted online communication," says Suzanne Fillekes of The Hague & Partners. "We were then able to measure how many people actually visited a museum. This approach delivered clear results, generating more than 13,000 museum visits directly attributable to the campaign. These cultural visitors also explored other attractions throughout the city, benefiting many local institutions."

Connecting Museums and the City

Beyond promoting museum visits, The Big 5 tells a broader story about The Hague as a city where world-class art comes together and where cultural institutions join forces. By collaborating, the four museums create a stronger collective offering that encourages visitors to discover not just one venue, but the city as a whole.Marcel Westerdiep of Escher in The Palace says: "When museums open their doors together, visitors discover not only our collections, but also the soul of the city. Museums connect the past, the present, and the city of tomorrow."

Recognising a Cultural Capital

The Dutch Interactive Awards are among the Netherlands' most prestigious honours for digital work, recognising projects that excel in creativity, innovation, and effectiveness. The Hague & Partners developed The Big 5 campaign on behalf of the four museums and the Municipality of The Hague. This award further confirms The Hague & Partners' role in creating innovative campaigns that strengthen the international positioning of The Hague as a leading cultural city.