Local B2B advertisements in matchday programmes usually rely on pictures of vans, tools, or company logos. But on page 20 of the December 2013 FC Groningen booklet, local contractor Drenth bv took a much more aesthetic approach. Their advertisement features a striking panoramic photo of one of the city’s most iconic modern landmarks: the Reitdiephaven.
With the slogan “Maakt bouwen mooi” (Makes building beautiful), the ad showcases the vibrant, Scandinavian-style colorful houses built on the water at the marina. By 2013, the Reitdiephaven had already become a symbol of Groningen’s modern urban expansion—a highly photogenic neighborhood that proved the city was capable of bold, contemporary architectural design.
By associating their construction firm with this specific image, Drenth bv was sending a clear message to the business owners and homeowners sitting in the Euroborg: we don’t just pour concrete; we contribute to the visual identity of the city. It is a sophisticated piece of local marketing that elevates the visual quality of the programme’s advertising pages.
A Look into the Future
The Reitdiephaven has only grown in fame since 2013. In the age of Instagram and social media, those colorful houses over the water have become one of the most photographed locations in the entire northern Netherlands, serving as a major tourist draw. Drenth bv‘s decision to use this imagery was highly prescient. The construction sector in Groningen would face immense challenges in the coming years due to the earthquake crisis, shifting the focus from “making building beautiful” to making buildings safe. Yet, this ad remains a colorful reminder of the city’s architectural pride.