The Hague meets New York Global The Hague has a conversation with Joseph Perello, the first Chief Marketing Officer for the City of New York. Mr. Perello, now back at his marketing agency in NYC, is advising Vice Mayor Frits Huffnagel and his team in The Hague on how they can apply their successful city marketing efforts in the U.S. Global The Hague: Joseph, what do people in the U.S. think of The Hague? Joseph Perello: Except for the biggest, most European cities seem to suffer from a lack of exposure in the US. The Hague has some exposure but is largely shaped by media reports of international court cases involving very bad people. In fact, I have spoken to some who think The Hague is a building! Or just a court room! But this is actually good news for The Hague. GTH: So The Hague is not well known in the US and perhaps mis-perceived. Why is this good news for us? JP: Because being mysterious can be good. It means that Vice Mayor Frits Huffnagel and his team have somewhat of a blank slate from which to start when building The Hague’s brand in the U.S. Their approach is working in the Netherlands and in Europe and it will work in the US. This is an opportunity. GTH: What were your perceptions of The Hague? JP: Like others, my perception was limited. Everything changed I went to The Hague. GTH: What did you find interesting about The Hague?: JP: I was first struck by the modern architecture and the smart planning that so many cities strive for but rarely achieve. It was wonderful to see City Hall and the Library so wonderfully designed by Richard Meier. If that building were built in the US it would have been characterized as a “courageous and monumental accomplishment.” But in The Hague, “its just how they do things.” This is juxtaposed well against the wonderful and warm old part of the city. Many Americans will want to explore and experience this authentic Dutch-life where everything is close and dense. It’s a treat to find a part of a city where people and bikes own the street and cars are the exception. GTH: How were you treated? JP: Very well! I would compare the people in The Hague with the people in Italy in the sense that they are both very friendly and have a very optimistic outlook on life. Plus, the people in The Hague recognize that Dutch is a very hard language. They take mercy on you and speak English!  GTH: Can you speak Dutch? JP: No but I am committed to try. I am able to say ‘Scheveningan’, although I would not be fooling anyone into thinking that I was from The Hague - yet. For that I need more coaching. GTH: What else impressed you about The Hague? JP: The museums are lovely, accessible and filled with stories and treasures that inspire you, enlighten you and give you hope for the world. And learning about the royal family gives one a great perspective on Europe and how it has developed so remarkably for the last 1000 years. This is something The Hague can talk about with real credibility and pride. GTH: Did you get to the beach? JP: I did! Fantastic! This is what struck me as the most fun, surprising and enlightening about The Hague. And we’re talking about a real, big, beautiful, history and fun-filled beach! GTH: We love our beaches too, but what did you fi nd so special about them? JP: Their proximity to the City is unique. For the most part, this does not exist in most US cities – especially in the northeast. Your beaches are perhaps the most unique, unexpected and compelling part of The Hague. They will surprise and delight Americans when they are discovered - if you’ll have us, of course! GTH: How do you perceive of Vice Mayor Frits’ Huffnagel City Marketing efforts so far? JP: Very successful with more growth ahead. They were wise to fi rst recruit the tourism industry and explain the benefi ts of tourism to city residents. Then start promoting locally, then regionally, then internationally. And it has paid off as I understand that tourism is up 6 percent in The Hague when most places are looking at declines. That’s a big win. GTH: We are approaching the 400th anniversary of Henry Hudson, who sailed for the Dutch, landing in what is now New York City. How can The Hague capitalize on the attention around this event? JP: Vice Mayor Frits Huffnagel and his team have plans to use this unique event as a way to reach the largest and very infl uential media market in New York City. Leading up to and during this event is the perfect time to tell the whole story about The Hague: peace, justice, art, music, royalty, and of course: the beach! GTH: What do we have in common with New York? JP: Clearly, there are many things that New Yorkers can thank the Dutch for. The founding of our city, the corporation and modern trade for starters. But most importantly, we owe the Dutch for our spirit of free-enterprise and tolerance. These remain two core parts of the spirit of New York City today. Emphasizing this common ground and building a cultural, business and social bridge is a good start. And, of course, we are both VN cities. GTH: What other things do you think people will find compelling about The Hague? JP: After they sun on the beach, Americans and New Yorkers will be glad to discover that there is an entire city dedicated to preserving peace and justice in the world – for this is the basis of liberty, freedom and democracy. |
