Joost Oolders helped Groningen with ‘talent.’ City of Talent was a new concept and so communication started with creating awareness. The first step was bringing about a connection between City of Talent and Groningen. A lot of university cities present themselves as knowledge hubs and sometimes use the term ‘talent.’ Groningen needed to claim the association to City of Talent among the right target groups and fast. Being the first city to claim this association would lend Groningen a credible story.
What is City of Talent? What promises do we make as the City of Talent? The concept of the youth campaign was ‘City of talent offers room for talent.’ The concept developed for the campaign by Open Communicatie literally showed how Groningen offered room for talent. The concept rendered space visible in mms, cms, pixels, years, minutes, pages, meters, kilometers, A4s, and more. The youths of Youth Marketeers tested the campaign material.