For Maastricht Marketing, Insiders supported the concept, structure, content strategy and technical realisation of the revamped online platform visitmaastricht.com.
Maastricht is a city where art, culture, taste and hospitality come together. A true 'intimate metropolis': a metropolis that feels cosy. How do you capture the charm of the beautiful Maastricht brand in an online platform? That was the question Maastricht Marketing posed to Insiders. The existing online platform, visitmaastricht.com, needed a new look. This new platform had to fit in with Maastricht's city brand, which will be redefined in 2023. Insiders supported the concept, structure, content strategy and technical realisation of the renewed online platform visitmaastricht.com.
Online platform in unique magazine style
Maastricht has been given beautiful new branding. Together with the corporate identity agency, we looked at the online translation of this on the new online platform, so that it is completely in line with each other. We organised inspiration sessions with Maastricht Marketing to further develop the concept of the website. During these sessions, we looked at national and international top destinations, such as Paris and Copenhagen. What do they do well and what could Maastricht do better?
In any case, the new platform had to respond to an important trend in travel behaviour: slow travel. Visitors don't just want to see what a city offers them, they want to experience what makes the place unique. They want to travel at a slow pace, to really experience the city. That is why the website is designed in magazine style. You get the feeling you are flipping through an online magazine at your leisure. The innovative UX design, the personalised content and the beautiful images make the platform even richer.
We did this for the revamped online platform
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Hyper-personalised online experience
Maastricht Marketing wants to attract high-quality visitors to the city. The online platform is therefore geared to three lifestyles that match the city's profile: the Adventure seeker, the Style seeker and the Insight seeker. Visitors are endlessly inspired by lifestyle-optimised blogs via For You pages: the real heroes of the platform. The content scrolls in slowly - totally in keeping with the slow travel concept.
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Real-time multilingual translation
Maastricht is an internationally oriented city: many foreign visitors travel there. To inspire them online as well, plaece.translate has been integrated into the new online platform. This innovative AI translation tool automatically translates all content into English, French and German in real-time.
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Technical enrichments and innovations
A number of cool technical innovations have been added to the website. With the 'I am in Maastricht now' button, for example, you can see what is currently happening in the city, from events to guided tours. You can also 'like' activities or locations and compile your own itinerary based on that, including a map of the city.
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Entrepreneurs in the spotlight
Entrepreneurs are the beating heart of Maastricht: they make the city. That is why they have a prominent place on the platform. The entrepreneur pages are richly filled with text and photography. Visitors can see where an entrepreneur is located and get more nearby offerings immediately via a map. The message? Discover more places in Maastricht and stay a bit longer!
This online platform - entirely in four languages - has a strong strategic structure with impactful content. We focus on selected stay visitors and proudly present our entrepreneurs as the beating heart of city and region.
Leontien Mees | director Maastricht Marketing
Meet the creators who discovered the hidden gems
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Pascal Vleugels
Art Director
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Simone Maas
Creative Strategist
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Teun Cox
Relationship manager
Is your online platform also in need of renewal?
The online platform visitmaastricht.com is a fine example of a new generation website, full of technical innovations and with an innovative design. If you have been inspired, we would like to invite you to our office in 's-Hertogenbosch for a no-obligation consultation, online or in your neighbourhood. Together, we will delve into your and our ideas.
Schedule a consultation with Britt