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The Rotterdam Dorist Campaign (2022)




Client
Rotterdam Partners

Context
Industry collaboration coursework

Duration
4 weeks (Feb–Mar 2022); Revised Fall 2023

Scope
Market research, audience analysis, campaign development, creative direction, brand applications



Expanding on our team's inclusivity theme, this revised concept doubles down on Rotterdam's architecture as the city's unique selling point. By positioning its modern skyline as a symbol of diversity, the campaign connects the city's bold forms and structures with its embrace of individuality.


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Project overview


Rotterdam Partners is the official destination marketing and investment promotion organisation of the Municipality of Rotterdam.

As part of my bachelor's honours programme, our class collaborated on a live marketing brief for the organisation's 2022 summer campaign. The objective was to increase Rotterdam's brand awareness among potential visitors, particularly those from neighbouring countries.

While the original project was completed as a group, this portfolio case study is my independent redevelopment of the work. It features a redesigned presentation, expanded strategic analysis, and refined creative outcomes, while remaining faithful to the team's original concept and planning.




The process
  • clarify target audience (”dorists”) and campaign goals
  • audience analysis (persona, pains & gains)
  • formulate key message + creative angle
  • determine main touchpoints (digital + on-site)
  • brainstorm ideas for campaign
  • set timeline
  • iterate
  • client pitch + retouch




Highlights
  1. “Dorists,” as defined by our client, are adventure-seeking travellers drawn to authentic local experiences and meaningful connections. Building on Rotterdam’s “Make It Happen” slogan, our task was to craft a narrative that resonated with these audiences while complementing the city’s existing brand identity.

  2. Expanding on our team's inclusivity theme, this revised concept doubles down on Rotterdam's architecture as the city's unique selling point. By positioning its modern skyline as a symbol of diversity, the campaign connects the city's bold forms and contrasting structures with its embrace of individuality.

  3. The integrated campaign combined (D)OOH advertising, social media stories, and an original online identity test to encourage architecture and culture-loving dorists to discover Rotterdam's hidden gems while celebrating self-expression through self-exploration.




The proposal


Presented as a client pitch, the final proposal outlines the campaign strategy, target audience insights, the thinking behind the campaign slogan, a proposed rollout timeline, and conceptual designs for key campaign assets, including (D)OOH posters, social media content, and a website mockup.

You can view the complete presentation on Canva here.


Early concept sketches for a digital campaign poster envisioned for a metro station in Germany, using the forms of Rotterdam's iconic buildings to capture attention.


A friend once told me that the Kubuswoningen look as if they’re looking down and staring right at you with a hollow gaze, and the idea has stayed with me ever since.

Our client believes that Dorists are more than mere tourists, as they prefer to immerse themselves in the local community and experiences rather than simply sightsee. The campaign theme of “inclusivity” fit perfectly with this idea, so I made a poster concept depicting such a scene that emphasises contrast and unsettling pressure.



A personality test for the dorists


Inspired by the popularity of self-assessment personality tests, The Rotterdam Identity Test was a concept I proposed to the team to spice up the campaign with some interactivity and address dorists' desire for self-discovery.

The idea was to create a dedicated campaign launch page featuring 10 concise questions and five distinct personality profiles, each reflecting different interests, behaviours, and vibes of dorists. Each profile would be paired with curated recommendations of local spots and events in Rotterdam, encouraging visitors to explore the city in a more personal way.

The mockup design has evolved significantly over time as I continued to refine my design skills and independently explore Figma wireframing. Beyond serving as a fun and shareable engagement tool, the quiz can also provide deeper insights into the identities, motivations, and preferences of dorists — two birds with one stone.

Mockup design (Figma)




 
                                   


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