Under the concept name “healthily happy, happily healthy: a high five for all of The Netherlands”, a broad, both informative and entertaining program was developed. Because the event was organized on the day of the European Championship Final and sports is an important part of the NLO mission, we chose a program in three parts with a first, second and third half. In the first half, the focus was on announcing the new name through an interactive show with Peter Heerschop and Viggo Waas. During the second half, there was good food and guests could take part in various (athletic) activities with famous sportspeople. The day was concluded with famous Dutch artists and the possibility to see the EC Final.
To increase the impact of the event, intensive online and offline communication tools were used before, during and after the event. Some of the means used were a striking offline invitation, an online registration website with event information, newsletters, an event app and decoration in both the temporary and the new corporate identity.