A coffee with Daniël Kusse

During our monthly agency profile series, you get to know the team behind the Utrecht Convention Bureau (UCB) over a fresh cup of coffee. What drives them to promote Utrecht Region as a congress destination? And what does their daily routine look like?

We finish the series getting to know Daniël Kusse, Manager Marketing & Communications at Utrecht Marketing. On a day-to-day basis, Daniël is working on marketing and branding strategies to put Utrecht Region on the (international) map as the ideal destination to visit, work, study and live in. Next to managing the team he is constantly on the move talking to stakeholders, applying for funds, and attending meetings, while in the meantime he manages to joke around with colleagues in the coffee corner. He is ultimately responsible for the UCB and his primary focus is to make the UCB part of the larger Utrecht Region-brand.

What can you tell us about your perfect morning brew?
“A couple of years ago my wife gave me the perfect present: a coffee percolator. That is how I create my perfect morning brew every day. A strong, very strong, cup of black coffee. Using only the best beans. No milk, no sugar.”

What is your most memorable congress or event experience?
“Not one in specific; all events me and my team attend or organise are of course memorable. However, a warm memory I have about the Utrecht Convention Bureau, is actually one before I came to work at Utrecht Marketing. Back then I was working at the Hubrecht Institute, located at the Utrecht Science Park. We were organising a three-day congress and needed advice. The team of the UCB gave us the required assistance to successfully organise the event. Their expertise was very helpful.”

Tell us more about your role
“As Manager Marketing & Communications at Utrecht Marketing I am responsible for the development and execution of our marketing strategies aimed at residents, visitors, businesses and talent. I manage two teams of marketing-experts and account managers. One of my key focusses is building and strengthening the international reputation of the Utrecht Region to attract and retain talent, businesses, visitors and conventions.”

What are you currently working on/towards?
“One of the challenges is to develop an integrated approach around branding and marketing of the Utrecht Region. There are many different interests and stakeholders to take into account, with one common focus: building the international reputation of the region to attract and retain the right talent, businesses, conventions and visitors. In order to align these different interests, a clear and distinctive proposition is essential, as well as support among the stakeholders. That is a balancing act and needs continues attention.”

What accomplishment of the Utrecht Convention Bureau are you most proud of?
“The added value it has been creating for over 10 years. The UCB has become such a valuable asset to the city and region. There are so many organisers and scientists the UCB has worked with, assisted in all kinds of ways, and made their events a success. All these events are so important for the development of Utrecht as a city and region. It’s an honour to be able to contribute to that success.”

What is your favourite hideout in Utrecht Region?
“I really love to visit Groeneveld Castle in Baarn with my wife and two sons. It’s the ideal place to blow of some steam and enjoy nature. The scenery is so idyllic with colourful forests and meadows filled with cows and horses.”

With whom would you like to share your morning coffee one day?
“There isn’t anyone in particular. There are so many people that have interesting stories to share and can be of inspiration. I do notice that, since I have two sons, I often think back to the time I was a young boy myself. It would be nice if I could have a chat with my younger self and discover the similarities (and warn myself to never ever grow old!).”

Connect with Daniël on LinkedIn