Brabant’s military heritage rises above water again

A waterline of 160 kilometres runs through North-Brabant. With an ingenious system of dikes and locks, citizens used to be able to flood the area to stop hostile armies. This military heritage is nowadays practically buried in the landscape. To draw people’s attention back to it, the province relied on Connect.

Question

In recent years, we have worked hard to motivate the fortified cities, forts and nature conservators to chart the waterline as a whole. Since that has been successful, it is time for the second phase: draw residents and tourists’ attention back to the waterline. At the same time, a cooperation between the 25 partners must be structured. In addition to strategic public communications, there was also a demand for partner communications.

Approach

Despite the enthusiasm and involvement of the partners, the project remained merely theoretical. How do you create a strong branding policy plan? We advised to focus on two aspects: heritage and sustainable tourism. The Southern Waterline brand can convey the meaning of the heritage to the target group. This focus was elaborated into a complete communications strategy.

The Southern Waterline will be Brabant’s sign of the European Heritage Year in 2018.

Result

After the strategy was approved, the implementation phase started. We’re currently working on a new website, intranet, markings in the field, a tourist guide and a social media campaign. All to ensure that the Southern Waterline makes a good impression during the European Heritage Year in 2018.

Facts & Figures

  • With 14 fortified cities, 13 forts and a length of 160 kilometres, the Southern Waterline is the largest area in the Netherlands that was flooded for defence.
  • The waterline area itself has over 840,000 residents, whom we can surprise with the heritage in their backyard.
  • In the year 1700, the settlement architect Menno van Coehoorn joined the various cities and fortifications to the Southern Waterline.
Brabant’s military heritage rises above water again Brabant’s military heritage rises above water again Brabant’s military heritage rises above water again Brabant’s military heritage rises above water again Brabant’s military heritage rises above water again