In the case of TopDutch, Initio advised and developed the strategy, positioning, brand, propositions, campaigns, and established the marketing-to-sales process for the international economic region of North Netherlands. The campaigns were developed based on the philosophy of “reaching people who count” rather than “counting people we reach.” Over 150 North Dutch entrepreneurs, academics, politicians, and officials contributed to the campaigns by sharing their development and investment plans through in-depth interviews.
The campaign result was impressive, with over 15 million unique views of the campaigns among the target audiences, hundreds of international companies expressing interest, and 27 qualified leads. From 2019 to 2022, approximately 8,000 direct new jobs were created in the TopDutch region, with many indirect jobs created by foreign investments.