• Place Marketing – Place Management – Place Branding



    What we do


BOISEN - For the Love of Place provide cities and regions with state-of-the-art advice on place marketing, place management and place branding.



Assessing and adressing the why, how and what of the place.


Building stakeholder support and designing robust frameworks.


Streamlining decision-making and hands-on tools for day to day management.


Improving effectiveness and efficiency by knowledge-driven second opinions.

Place marketing 


A demand-driven way of managing places. It is an outside-in approach through which the offerings of the place are adjusted to appeal to selected market segments. To goal is to influence behaviour and choice.

Place management


An area-based coordination of public and private stakeholders. In its most advanced form it implements both marketing and branding. The goal is to make places better for all their users.

Place branding


An identity-driven way of managing places. It is an inside-out approach that shape the image that the place express by on-brand behaviour and storytelling. The goal is to influence perception and reputation.


BOISEN works with many different types of places, on different scalar levels – ranging from the street level to metropolitan regions – and in different countries around the world. Below you can browse through a number of selected cases.

Oslo Region

Operations / Organisation / Strategy

Visit Amsterdam See Holland


Utrecht Brand Management

Operations / Organisation / Strategy

City of Leeuwarden


Northern Brabant

Operations / Organisation

The Dutch Peat Colonies




The Öresund Region


“When defining your KPIs within Place Brand Management, I strongly recommend asking Martin to facilitate the process. Developing the KPIs for the Oslo region, a workshop with Martin helped us avoid the many pitfalls.” – Marit Høvik Hartmann (2015)

“Martin was an adviser in the procurement phase, helped coin or strategy, and a vice chairman in our Advisory Board. In addition to his vast knowledge, one of his characteristics is the ability to ask the questions that helps to stay on track and get the priorities right.” – Øyvind Såtvedt (2014)

“Martin offers singular clarity into how to approach a problem, a project, or programme of work. He is clear in goal-setting and applies a rigorous methodology to ensuring the objective is met. An insightful and passionate speaker with a comprehensive knowledge of his topic.” – David Adam (2013)

“Martin Boisen has an impressive amount of knowledge and experience and you are sure to get his full attention when discussing a challenge with him. A good listener, critical and full of passion for our field. Working with Martin is a true pleasure.” – Eline Faber (2013)

“Martin brengt nieuwe dynamiek het land der citymarketeers. Is als geen ander in staat om een wetenschappelijke benadering van het vak Citymarketing om te zetten naar praktische uitvoering. Heeft een duidelijke mening en is sterk actie gericht.” – Raymond Smits van Waesberghe (2012)

“During the process of creating a strategy for the regional branding of Brabant, I asked Martin to be our advisor. He has proven to be a very critical, pro-active advisor. Very punctual, and with great commitment to the topic.” – Conny Moonen (2011)



Martin Boisen is a Danish geographer with a MSc. degree (cum laude) from Utrecht University. He lives and works from the heart of the beautiful city of Utrecht in the Netherlands. Martin is a leading advisor, a respected academic and a passionate speaker.

  • Moscow, Russia
    UNWTO Regional Seminar, 2016

    Martin gave a keynote on organisational aspects of successful place brand management.

    • London, U.K.
      City Nation Place, 2015

      Martin participated in an expert panel on effect-measurement and was a member of the jury.

      • Poznan, Poland
        IPM Conference, 2015

        Martin chaired a plenary and a parallel session with presentations of recent research findings.

        • Rio de Janeiro, Brazil
          Directions Rio, 2014

          Martin presented his thoughts on the period between the World Cup and the Olympic Games.

          Lecturer in Human Geography & Planning at University of Groningen.


          Advisor and jury member at the Dutch Citymarketing Association.



          Well, it all starts with getting in touch. Please drop a line using the form below or use the contact details below and we'll get back to you.

          • Office Address

            Kruisweg 7H, 3513CS Utrecht (NL)

          • E-mail Address


          • Phone Number