Successful Museum Campaign in The Hague Wins Dutch Interactive Award

Successful Museum Campaign in The Hague Wins Dutch Interactive Award

The Hague – The joint museum campaign The Big 5 by The Hague & Partners and mJourney has won a Dutch Interactive Award in the Best of Industries category. The campaign successfully inspired both national and international visitors to explore The Hague’s museums in a targeted and effective way, 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 in four museums across The Hague. Mauritshuis, Escher in The Palace, Museum Panorama Mesdag, and Kunstmuseum Den Haag together offer a unique cultural experience: five masters, all within walking and cycling distance of one another, in a single city.

Additional Museum Visits

The campaign has helped put The Hague more firmly on the map as a destination for art and culture. At the same time, it focused on attracting new audiences, including international visitors, and encouraging actual museum visits.

“The strength of the campaign lay in the combination of creativity and the smart use of technology. Potential visitors were reached at the right time 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, with more than 13,000 museum visits generated directly by the campaign. These cultural visitors also engaged in other activities across the city, benefiting a wide range of institutions.”

Connecting People and Places

The Big 5 also tells a broader story about The Hague: a city where world-class art comes together and where cultural institutions join forces. By collaborating with the four museums, a stronger collective offering is created, encouraging visitors not just to visit one location, but to explore the entire city.Marcel Westerdiep of Escher in The Palace said: “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.”

Cultural City

The Dutch Interactive Awards are among the most prestigious recognitions for digital work in the Netherlands and are presented annually to 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 as a driving force behind innovative campaigns that contribute to the international positioning of The Hague as a leading cultural city.