Of all the Dutch cities, The Hague has the most square meters of green per inhabitant. BrandBase was asked to attract the attention of the inhabitants and the press for the launch of the city’s campaign ‘The Hague Naturally Green’.
A 1500 meter long ‘green street’ (made of grass and hyacinths), leading from busy The Hague Central train station to the center of the city. The green street was populated by a promo team of hosts: young goblins and elves who presented the passers-by with free hyacinths. Enthusiast reactions from the public (‘What a heart-warming event!’) and very good press coverage in the main local newspapers, online and national media.