Entered by: Leiden&Partners

Leiden is known for being a city where science and art meet. With the resounding slogan "Leiden, key to discovery," the city proudly boasts the distinction of hosting the oldest University in the Netherlands, a beacon of excellence recognized globally.

Additionally, it is home to one of the leading life sciences & health clusters in Europe. 16 Nobel Prize laureates were attached to the city, and 13 museums with invaluable scientific collections enrich its cultural heritage. It's no coincidence that the city's artistic spirit thrives alongside the scientific discoveries that are associated with it.

Visionaries like Rembrandt van Rijn and groundbreaking movements such as The Style find their origins in Leiden. Nothing there is by chance; each facet of Leiden's journey seamlessly leads to the next. It's all part of the Leiden Continuum, positioning the city as a leading destination for and welcoming students, talent, international companies, and research institutions.

The mission is clear: to illuminate the brand and captivate the hearts and minds of target audiences, evolving into a dynamic strategy that shapes the future.

Leiden has been proven to be very successful in attracting scientific conferences from all over the world. This strategy not only showcased the city as a science city on the world stage but also nurtured the local economy. In 2017, the team set their sights on securing the prestigious EuroScience Open Forum (ESOF), the largest, interdisciplinary science conference.

The winner of the bid receives the title of 'European City of Science' for the year of the conference. Leiden won the bid and was the host city for ESOF in 2022. The team’s approach wasn't just about hosting the conference; it was about elevating Leiden’s identity as a science city. The team reinvented the concept, and used this honour to turn the year into a year-long ode to science and art.

The outcome was an ambitious and vibrant 365-day fusion of art and science, captivating minds, and hearts. This wasn't just a pledge to the world; it was a commitment fulfilled to and for residents. Empowered by Leiden University, Leiden University Medical Centre, Leiden University of Applied Sciences, and the Municipality of Leiden, 'Leiden2022' was born.

Together with Leiden&Partners, the programme unfolded. A captivating branding campaign swept the scene, and a network of citizen science and public engagement was put into effect. Leiden was in the academic spotlight for a full year, captivating millions worldwide and engaging with 25,000 local and regional residents, including thousands of enthusiastic students.

At the heart of Leiden2022 laid a calendar bursting with a new theme each day. A daily radio show carried these themes, ushering vibrant debates and local celebrations. Approximately 30 themes we’re selected for a larger audience, and became the centrepieces of dedicated events, conferences, festivals, and more.

Leiden&Partners was responsible for- or attributed significantly to - a number of initiatives. Seeing Stars Leiden (in collaboration with Dutch artist and innovator Daan Roosegaarde) involved the team embarking on a bold social experiment: ‘what happens when you switch off all lights in the city?’.

Through exploring topics like light pollution, and by sharing an amazing night sky with neighbours, the team captivated the people of Leiden and involved them with art installations, citizen science projects, intimate darkness, and a sky full of stars.

Roosegaarde's appearance on prime time talk show "Jinek", reached 2.5m people. Furthermore, through Brave Young Minds, the team invited 100 children to interview the renowned historian, philosopher, and 'Sapiens' author Yuval Noah Harari. Professional recordings of these sessions were featured and continue to be utilised by multiple stakeholders. Over 700 guests attended the Gala of Science & Society which included international speakers, amongst which two Nobel Prize winners.

With Science Route Leiden, the team developed a walking tour that unwrapped the city's tapestry of innovation. People crossed over 30 touchpoints where scientific discoveries were made and were guided by storyboards and an app. This science route was handed out to visitors, and to all conference delegates with a signed letter by the Mayor of Leiden.

Days of Art & Science involved creating a vibrant week, with events on the crossroads between arts and sciences including the 'Brave New World' science conference &the 'Night of Discoveries' festival.  

Life Science & Health Week celebrated Leiden's involvement in life sciences, as home city to the largest life sciences & health cluster in the Netherlands. Events, lectures, and conferences were organised during the week, and companies opened their doors for local residents. Space Week was important, particularly in Leiden, with the European Space Agency (ESA) in Noordwijk and institutions like Airbus and SRON located in the city. Lectures, festivals, and conferences were organised to bridge galaxies, engaging residents, and wanderers alike.

With 365 topics of the day and 206 local activities, science engaged with the public by coming to schools, community centres and other small local venues. Almost 25.000 participants embraced wisdom and science. EuroScience Open Forum (ESOF) Leiden proudly hosted a 4-day conference, comprising 119 scientific sessions with 3,138 delegates from 87 countries.

In 2022, Leiden was able to attract 85 international scientific (in person) conferences. Total media reach was over 89m.

With this amazing year pushing forward the brand, the team have selected signature events and activities to be part of the legacy programme during the coming years (2023 -2026).

Explore over 350 finalists’ and winners’ case studies from the last five years of the City Nation Place Awards on the Place Brand Portfolio – each one has earned industry-wide recognition and contains nuggets of inspiration for building your place brand, engaging your citizens, attracting tourism, talent, or investment. If you’re looking for ideas or to track the approaches of other places around the world, the Portfolio provides the perfect tool.

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