A coffee with Elke Verbruggen

A coffee with Elke Verbruggen, marketer at the Utrecht Convention Bureau. What is she working on? She is involved in the regional positioning of Utrecht, Heart of Health. Elke tells the Utrecht story to our business target audience, including conference organisers and visitors.

How do you like your coffee in the morning?

“Outside of work, I don’t drink much coffee. But I always start the week with a cup of coffee during our weekly ‘koffiepraatje’ (coffee chat) at Utrecht Marketing on Monday, preferably a cappuccino.”

What’s is coolest thing that Utrecht has to offer?

“What I find so cool about Utrecht is the abundance of knowledge and innovation present in the region. This is reflected in the daily lives of its residents and visitors. Utrecht is truly a breeding ground for creativity and progress. Through my work on regional positioning, I receive a lot of initiatives and Utrecht stories, which keep me constantly informed about what’s happening in our vibrant region.

There are so many smart, inspiring initiatives, projects, and open labs in Utrecht. And it’s not just a place where knowledge is created, but also where it is shared and applied to improve society as a whole. It fosters a culture of collaboration, not only among businesses but also with universities, research institutions, and individuals. This interconnectedness and collective effort are what make Utrecht so special and attractive.”

Tell us more about your role.

“As a marketer, I work on building a strong Utrecht brand to increase the appeal of the region among our target audiences. By telling the right stories and delivering them through the appropriate channels to our target groups, we increase the region’s recognition, both nationally and internationally. Together with regional partners, we work on marketing campaigns that attract companies, business visitors, and talents.”

What are you currently working on/towards?

“The regional positioning of Utrecht, Heart of Health. We launched the new regional positioning last March together with regional partners. The goal is to put the Utrecht region on the (international) map with a distinct profile. Utrecht has the mission to bring about a sustainable, positive change in global health for all people. I am working on marketing plans and campaigns to tell our Utrecht stories to our target audiences.”

What is your favorite place in the Utrecht region?

“It’s difficult to pick an absolute favorite place. What I love about Utrecht is that it’s always evolving. There’s always something to discover, and new cool places keep popping up.”

Who do you prefer to have coffee with?

“I prefer having coffee with as many colleagues as possible at once. I only drink coffee during work hours, and due to the pandemic, we often have our weekly ‘koffiepraatje’ online, and I drink coffee ‘alone’ at home. Now that we get together physically once a month at the beautiful Utrecht Store for our ‘koffiepraatje’, we can all enjoy coffee together, and I find that a great way to start the week.”

Connect with Elke Verbruggen.