Entered by Bureau Citybranding, The Hague

When the team heard that the NATO Summit was coming to The Hague, they immediately wondered: how can we make residents proud of such a major event? Many had valid concerns: would it only cause disruption? What real benefits would it bring the city? How would their lives be affected by the summit?

As the City Branding Office, the team’s first concern was whether or not the event would align with the Hague’s identity as international city of Peace and Justice, how they could use it to enhance the city’s brand, and how they could make residents proud of their city for organising such a big and important international summit.