Client case · Den Bosch Partners

Den Bosch Partners - From Visitor Mindsets to a Stronger Tourism Strategy

Den Bosch Partners is the official placebranding and citymarketing organization for the city of Den Bosch in the Netherlands. Den Bosch Partners wanted to attract more overnight visitors and build a focused three-year tourism strategy. Research among 1,500 respondents revealed the city’s most promising audience and the key barrier preventing Den Bosch from becoming a top-of-mind destination.

Client:

Den Bosch Partners
Expertise:

Segmentation & Personas
Market:

Tourism & Destination Marketing

Audience

Identify visitor personas for multi-day visits
Approach

Translate persona insights into campaign narratives
Impact

Activate potential visitors and raise awareness

The challenge

Attracting more overnight visitors

In 2023, Den Bosch Partners and the city’s tourism partners developed a new vision for Den Bosch’s tourism future, centred on attracting more overnight visitors. They needed a robust and universal segmentation model to understand this growing market and provide the foundation for a three-year strategy.

?

Which visitor personas offer the greatest potential for increasing overnight visits to Den Bosch?

Our Approach

Using values-based segmentation to guide the strategy

Research the visitor market

We conducted research among 1,500 respondents, providing detailed insights into areas including booking and media behaviour.
Compare the five mindsets

We used the five Glocalities mindsets to identify the audience with the strongest associations with Den Bosch, the best product–market fit and the highest intention to visit.
Identify the gap in the funnel

We examined Den Bosch’s position in the visitor funnel and identified where awareness and spontaneous consideration needed to be strengthened.

The outcome

What the client gained

Creatives showed the greatest potential

Among the five Glocalities mindsets, Creatives proved to be the most promising segment for Den Bosch. They showed the strongest positive associations, the best product–market fit and the highest intention to visit.
A leak at the top of the funnel

The research showed that people generally liked Den Bosch, but the city did not spontaneously appear among their five leading destination choices.
A foundation for the marketing strategy

These two insights became the foundation of Den Bosch Partners’ new marketing strategy and led to the launch of a new campaign.

1500

Respondents surveyed

Two key findings provided clear direction for the new marketing strategy.

The research identified Creatives as the most promising segment and revealed that Den Bosch needed to strengthen awareness at the top of its visitor funnel.

Strong positive associations
Low spontaneous consideration

''

“With the values-based Glocalities data, we had the right tool to guide our strategy.”

Mark de Greeff

Executive Director, Den Bosch Partners

In short

From data to campaign decisions

The two central findings—Creatives as the most promising visitor segment and the leak at the top of the funnel—became the foundation of Den Bosch Partners’ marketing strategy and campaign. Den Bosch Partners also plans to use our respondent panel and conduct further deep dives for relevant insights.

Client evaluation

The Glocalities research provided us with invaluable insights. One of the major advantages of Glocalities is their dedicated respondent panel, already segmented by the five mindsets. This allows for swift and precise research, targeting the right audiences. In the coming years, we’re certain we’ll be leveraging this resource more frequently, and do more deepdives for relevant insights.

Want to connect with audiences through shared values?

Discover how Glocalities can identify the values, motivations and communication preferences of your target audience.

Discuss your audience challenge

Explore our audience insights

GLOBAL INSIGHTS FOR GROWTH AT YOUR FINGERTIPS