Roosendaal Citymarketing

What Roosendaal Citymarketing does

Roosendaal Citymarketing is the official city marketing organization for the municipality of Roosendaal in the North Brabant province of the Netherlands, operating as a public-private partnership non-profit. The organization was founded in 2018 (with the current entity form resulting from a January 2023 merger with VVV Roosendaal, which absorbed the tourist information function and the Winkel van Roosendaal shop). It delivers city marketing campaigns, visitor services, and stakeholder coordination across four target groups: visitors, residents, students, and businesses. The organization is led by directeur Kees van Hassel with a team of 7 (1 citymarketeer, 1 content marketeer, 1 brand manager, plus Winkel van Roosendaal retail staff) and is governed by a Supervisory Board (Raad van Toezicht) chaired by Hans Traets.

The organization operates a portfolio of digital and physical platforms: the Bezoek Roosendaal tourism website (with the UITagenda event calendar), the In Roosendaal resident/business/student portal, the corporate website, the Evenementenloket event-registration portal (evenementenloketroosendaal.nl), the Winkel van Roosendaal physical store and webshop at Markt 6, and consolidated social media channels on Instagram, Facebook, and LinkedIn. There is no proprietary technology platform; the digital surfaces function as marketing and information distribution channels rather than technology products. Marketing execution relies on paid media (Meta, TikTok, Google Demand Gen, outdoor), influencer partnerships, brand film production, PR, and the Team RSD youth ambassador program (run with Love for Live).

The business model is funded primarily through municipal subsidy from the gemeente Roosendaal, supplemented by retail revenue from the Winkel van Roosendaal (local gifts, Tullepetaonse merchandise, cycling and walking routes, event tickets, guided city tours priced at €7.50 per person), and partnership co-funding. Revenue is not publicly disclosed. The organization has no external venture capital, no parent company, and no subsidiaries. No proprietary AI/ML capabilities are described; technology is conventional marketing and e-commerce tooling.

Name

Roosendaal Citymarketing

Legal name

Roosendaal Citymarketing

Website

https://roosendaalcitymarketing.nl

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Roosendaal Citymarketing is a non-profit city marketing organization for the municipality of Roosendaal, Netherlands, promoting the city across visitors, residents, students, and businesses via digital platforms, campaigns, events, and the Winkel van Roosendaal visitor center.

Ownership category

akta.pro rank

Product category

City Marketing and Destination Promotion

NAICS

Tour Operators (56152), Indoor and Outdoor Display Advertising (54185), Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900), Services-Advertising (7310)

akta.pro industry

PRIMARYHSACAAAM

Event Marketing, Ticketing & Registration Management

Home & Personal Services/Event & Personal Concierge Services/Event Planning & Coordination

SECONDARYHSACAKAF

Tours, Activities & Experiences Booking

Home & Personal Services/Event & Personal Concierge Services/Travel & Itinerary Concierge Services

SECONDARYBPAFALAD

Street Furniture Advertising (Bus Shelters, Kiosks, Benches, Phone Booths)

Business & Public Services/Marketing, Advertising & PR Services/Out-of-Home (OOH) & Outdoor Advertising Services

Keywords

• City marketing services
• Tourism promotion
• Visitor information centers
• Destination branding
• Event promotion

Headquarters

HQ city

Roosendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Public sector funding (municipality): Roosendaal Citymarketing appears to be primarily funded by the municipality of Roosendaal as a public-sector city marketing organization. It generates no significant direct revenue from customers, operating as a non-profit promotional body rather than a commercial entity.
2. Retail sales (Winkel van Roosendaal): Revenue generated from the sale of local products, gifts, cycling/walking routes, event tickets, and guided city tours through the Winkel van Roosendaal physical store and associated webshop.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Roosendaal Citymarketing develops and executes city marketing strategies, multi-channel campaigns, and visitor services for the municipality of Roosendaal. It operates the Bezoek Roosendaal tourism portal, In Roosendaal resident/business portal, UITagenda event calendar, Evenementenloket event-organizer service desk, and the Winkel van Roosendaal physical store and webshop (selling local gifts, cycling/walking routes, and guided city tour tickets).

Product overview

Roosendaal Citymarketing operates a portfolio of interconnected digital platforms and physical services aimed at promoting the municipality of Roosendaal. The core offering consists of three main websites: Bezoek Roosendaal (tourism portal with the UITagenda event calendar), In Roosendaal (resident/business/student portal), and the corporate Roosendaal Citymarketing site. These are supported by the Winkel van Roosendaal (both physical shop and webshop), the Evenementenloket event management platform, consolidated social media channels (In Roosendaal on Facebook/Instagram), and branded marketing content (Merkfilms). The UITagenda serves as a unifying promotional tool across platforms, while the webshop and physical store provide retail merchandise and tourism services.

Differentiator

Problem solved

Functional benefit

Brands

• Winkel van Roosendaal: The tourist information shop located at Markt 6, offering Roosendaal gifts, Tullepetaonse items, gift cards, and cycling/walking routes.
• In Roosendaal
• Bezoek Roosendaal
• Hartverwarmend Roosendaal

Products and services

• Bezoek Roosendaal Official tourism website of Roosendaal featuring the UITagenda, cycling and walking routes, tips and inspiration for visiting Roosendaal, plus business pages for shops, hospitality and tourism operators.
• In Roosendaal Website targeted at current and future residents, businesses, and students in Roosendaal, highlighting residential areas, planned city developments, business parks, and inspirational entrepreneur stories.
• Winkel van Roosendaal Physical shop and visitor center at Markt 6, Roosendaal, offering Roosendaal gifts, Tullepetaonse gift items, gift cards, cycling and walking routes, ticket sales for city tours, and group arrangements. Operates as a VVV-style tourist information hub.
• Evenementenloket Digital service desk for event organizers providing advice on event dates, permit applications, event registration, and promotional support for events in Roosendaal.
• Guided City Walking Tour (Stadswandeling) Guided city walking tour of Roosendaal priced at €7.50 per participant, sold through the Winkel van Roosendaal physical store and webshop.
• Stadsgids (City Guide Publication) Printed city guide of Roosendaal with 5,000 copies distributed at high-traffic locations (stations, parking garages, Designer Outlet, campings).

Quantifiable outcome

• Student campaign achieved 230,098 TikTok impressions and nearly 1 million Google Demand Gen impressions; stage market connected 350 students with 80 companies
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Gemeente Roosendaal (Municipality of Roosendaal)coreStrategic or Co-development Partner · 26 March 2024Ongoing strategic partnership with the municipality of Roosendaal. Regular meetings with various municipal teams including the Stadsoevers project team, communications team, and Economy team. Roosendaal Citymarketing supports municipal goals including growing the city toward 100,000+ inhabitants, positioning Roosendaal as an attractive location for businesses and residents, and city branding. The organization also developed 'het verhaal van Roosendaal' (the story of Roosendaal) defining core values and DNA for the city's positioning.
• CuriocoreStrategic or Co-development Partner · 1 January 2024MBO/HBO educational institution in Roosendaal. Co-organized the stage- en bedrijvenmarkt (internship and company fair) on 10 October 2024, which connected approximately 350 students with 80 local companies. Also featured in the student recruitment film (studentenfilm).
• Associate Degrees AcademiecoreStrategic or Co-development Partner · 1 January 2024Educational institution co-organizing the stage- en bedrijvenmarkt (internship and company fair) with Roosendaal Citymarketing and Curio. Connected approximately 350 mbo/hbo students with 80 local companies.
• Collectief RoosendaalcoreStrategic or Co-development PartnerAssociation of downtown entrepreneurs in Roosendaal. Co-organizes events including Sinterklaas intocht and the Hartverwarmend Festival. Joint marketing efforts with Roosendaal Citymarketing for downtown campaigns, especially around Belgian national holidays ('We zien u graag' campaign). Also coordinates city dressing, flower installations, and atmospheric lighting.
• Wielerplatform RoosendaalcoreStrategic or Co-development PartnerCycling platform organization coordinating all cycling events in the municipality. Roosendaal Citymarketing provides communication and promotion support for the annual Wielerzomer (cycling summer) program, including 10 city cycling rounds, 30 recreational cycling routes, and the ZLM Tour. The platform uses the organization's website to inform residents about road closures in 5 languages.
• Hart voor de BinnenstadcoreStrategic or Co-development PartnerPublic-private partnership in Roosendaal's downtown involving the municipality, property owners, retailers, and residents. Active since 2016 on themes including greening and climate adaptation, zero-emission city logistics, culture and marketing, and city dressing and events.
• Cultuur Verbindt RoosendaalminorStrategic or Co-development PartnerOrganization supporting makers and cultural institutions in Roosendaal with knowledge, financing, connections, and platforms. Roosendaal Citymarketing collaborates on cultural projects and supports cultural makers in selling products through the Winkel van Roosendaal.
• CultuurCompaanminorStrategic or Co-development PartnerOrganization focused on cultural education and participation in the Roosendaal municipality. Works with children, youth, and adults to enable cultural engagement, with special attention to those not naturally exposed to culture.
• Nederlandse Spoorwegen (NS)coreGTM or Marketing PartnerThird collaboration with NS (Dutch Railways) and Designer Outlet Roosendaal for the 'Spoordeeluitje' (rail discount day trip) campaign, running from November 2024 to end of January 2025. Provides national visibility for Roosendaal and stimulates visits from new audiences.
• Love for LiveminorStrategic or Co-development PartnerPartner organization in the Team RSD ambassador program. Love for Live initiates Team RSD in collaboration with Roosendaal Citymarketing and the municipality, providing young volunteers (ages 15-30) to serve as ambassadors at city events.
• Otium Wellness HotelminorStrategic or Co-development PartnerHost venue for the first network meeting of the leisure sector on 26 March 2024, organized by Roosendaal Citymarketing. Added to the updated Leisurepark Roosendaal folder (2024 edition) as one of 13 highlighted businesses.
• Stadsoevers Projectteam (Gemeente Roosendaal)coreStrategic or Co-development PartnerProject team within the municipality working on the Stadsoevers urban development area. Roosendaal Citymarketing supports with persona development, social media content strategy, video production ('Stadsoevers in beweging'), and photography for the district's positioning and marketing.
• Sint Nicolaas Comité RoosendaalminorStrategic or Co-development PartnerOrganizing committee for Sinterklaas festivities in Roosendaal. Supported by Roosendaal Citymarketing with promotion via outdoor media, social media, UITagenda, themed flyer, dedicated campaign page, and aftermovie production.
• Stichting Open Monumentendag RoosendaalminorStrategic or Co-development PartnerFoundation organizing Open Monumentendag (Open Monument Day) in Roosendaal. Supported by Roosendaal Citymarketing with advisory services on marketing and communications, a dedicated themepage on Bezoek Roosendaal, social media ads, outdoor media, event photography, and banners.
• Museum TongerlohuysminorStrategic or Co-development PartnerLocal museum in Roosendaal. Shared updates and news at the Network Meeting for the leisure sector (26 March 2024), organized by Roosendaal Citymarketing at Otium Wellness Hotel.
• Sloepverhuur RoosendaalminorStrategic or Co-development PartnerBoat rental company in Roosendaal. Shared updates at the Network Meeting for the leisure sector (26 March 2024), organized by Roosendaal Citymarketing.
• De KringminorStrategic or Co-development PartnerCultural/entertainment venue in Roosendaal. Shared updates at the Network Meeting for the leisure sector (26 March 2024), organized by Roosendaal Citymarketing.

Scale indicators15 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• Marketing 's-Hertogenbosch: Stadsmarketing for 's-Hertogenbosch, combining tourism promotion, event coordination, and city branding for a North-Brabant capital city. Directly comparable in mandate and target-audience segmentation.
• Visit Breda: Destination marketing organization for Breda, a North-Brabant city of comparable size to Roosendaal. Operates a structurally similar DMO model with city branding, tourism promotion, events calendar, and resident/business attraction campaigns.
• Eindhoven365: City marketing organization for Eindhoven, running brand campaigns, events promotion, and tourism/resident engagement under a multi-segment mandate that closely mirrors Roosendaal Citymarketing's visitors/residents/students/businesses model, though at a much larger scale.
• Tilburg Marketing: City marketing function for Tilburg, another North-Brabant municipality of similar character (manufacturing heritage, education footprint). Operates comparable event promotion, city branding, and stakeholder coordination activities for visitors, residents, students, and businesses.

Regional players

• Visit Brabant: Regional tourism marketing for the province of North Brabant. Operates one level above Roosendaal Citymarketing in geographic scope and is a natural ecosystem/co-marketing partner rather than a direct competitor, but comparably relevant for understanding the regional tourism marketing stack.
• Visit Flanders / Toerisme Vlaanderen: Belgian regional tourism marketing organization adjacent to Roosendaal's cross-border target audience. Highly relevant as a counterpart whose Belgian visitor campaigns (e.g., 'We zien u graag') are designed to feed demand into Dutch border-region destinations like Roosendaal.

Others

• Love for Live: Dutch youth-activation and event-staffing organization that operates the Team RSD ambassador program for Roosendaal Citymarketing. Comparable as an adjacent enabling partner (volunteer/event activation) rather than a competing DMO.

Broad incumbents

• Rotterdam Partners: Established city marketing and economic development organization for Rotterdam. Functions in the same DMO category but at meaningfully larger scale, broader geographic remit, and with deeper commercial positioning services for businesses.
• NBTC Holland Marketing: National-level destination marketing organization for the Netherlands, coordinating inbound tourism promotion. Operates at country scale over individual municipal DMOs such as Roosendaal Citymarketing, setting the upstream framework within which city-level campaigns are executed.
• The Hague Marketing: Official city marketing agency for The Hague, executing similar resident/visitor/business attraction campaigns but with significantly larger budget, headcount, and international positioning (e.g., peace & justice, embassies) compared to Roosendaal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/roosendaal-citymarketing
• Instagraminstagram.com/in.roosendaal
• Facebookfacebook.com/RoosendaalCitymarketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roosendaal Citymarketing