Strong image

The Dutch maritime world is very diverse and contains various subsectors, each with their own interests, wishes and goals. Yet the sectors can collaborate or learn from each other in many disciplines. What do they have in common? Ships! Their forces are joined in the Dutch Maritime Cluster (NML).

To increase and improve the image and reputation of the maritime sector as an employer, a multi-year national image campaign is being developed. The national campaign focuses on connections with and between sectoral and regional campaigns.

The maritime sector must be a visible and attractive employer with an inclusive labor market in which appropriate education is the foundation for a brilliant and never boring career with various maritime employers who embrace advancement. The campaign must appeal to a broad audience and enthuse them to become part of the maritime world, where we do not cater to an age-related target group but to a maritime mind-set.

The objectives of this image campaign are;

• Positive positioning of the maritime cluster in the Netherlands;
• Increasing general knowledge about the maritime subsector(s) within the Netherlands;
• Promoting a better general understanding of the diversity and opportunities within the maritime sector;
• Attracting talent to the maritime subsectors and retaining current talent.

Collaboration is important within this image campaign. The campaign must provide visibility to the broad maritime sector and be attractive for industries and companies to join. Each subsector must be able to recognize itself in the expressions.