Unique collaboration between Creative Business and Belangenvereniging Bedrijven Rijswijk

Over the last few months, our first-year International Creative Business students from The Hague worked on a unique collaboration with Belangenvereniging Bedrijven Rijswijk (BBR). The result of their efforts was showcased at the TUI Headquarters in Rijswijk, where our students presented their final videos, blending education, creativity, and real-world impact in an inspiring way.

This project required students to research and identify the best leisure spots in Rijswijk, conceptualize and produce a professional-grade promotional video, and integrate feedback from BBR. The assignment emphasized modern and professional styles while remaining relatable to a broad professional audience. Ten groups of students delivered videos that highlighted the hidden gems and vibrant leisure spots of Rijswijk. The assignment aimed to change the perception of Rijswijk as a purely functional business district by showcasing its appeal as a place to work and enjoy leisure time.

Real-world impact
The videos will play a significant role in BBR's outreach efforts, helping to attract new volunteers, board members, and employees to the area. By combining research, creative storytelling, and video production skills, the students crafted compelling narratives that align with BBR’s goals of promoting Rijswijk as a vibrant and enjoyable place for work and leisure.  Here you can watch one of the videos.

Valuable collaboration
Christel van de Reijt, who wears two hats as a board member of BBR and Workspace Manager at TUI Nederland, was highly impressed by the students' creativity and professionalism. Her feedback highlighted the value of this collaboration in bringing fresh perspectives to local community projects. For the ICB program, it is very valuable that companies and organizations give our students the opportunity to carry out 'real' assignments to gain practical experience. This project demonstrates how powerful the collaboration between education and practice can be in achieving positive changes in society.