This news is about you, the new brand campaign from DVHN and LC
On Monday, February 9, 2026, Dagblad van het Noorden (DVHN) and Leeuwarder Courant (LC) will kick off their new branding campaigns with a brand video for both titles. The campaign was developed in collaboration with G2K Brand Design Agency and focuses on strengthening the connection with the target group of 30-50 year olds.
Starting at the kitchen table
The campaign is the result of an intensive repositioning process that began at people's kitchen tables, supported by a large-scale reading needs and brand tracker survey. This survey shows that people want to feel connected, especially now. Regional news plays an important role in this.
We are not above our readers, but among them
DVHN and LC position themselves as news sources that inspire confidence with independent, constructive, and relevant journalism, but are emphatically not authoritarian: they are not above their readers, but among them. The brands report from the perspective of the residents and connect events close to home with developments further afield. Always with an eye on Groningen, Drenthe, and Friesland. The campaign slogan ties in closely with this:
- DVHN, The world in the North
- LC, The world in Friesland
The news starts with you
Publisher Susan Horstra emphasizes that the reader is central to all communications. According to her, it's all about creating connections with stories that touch people: from the head to the heart, from far away to close by. The brands bring stories that add meaning, beyond the factual news, so that readers know what the news means to them. “The idea is simple: the world starts with you,” says Horstra.
Brand film: news through the eyes of the North and Friesland
The new brand video, created by Eva Oosterveld and Katja van den Broeke, shows the news as it is experienced by the people in the region. The style is documentary-like, shot on real film instead of digitally, and edited with real news videos. This immediately reveals the editorial core: the news is part of everyday life.
Campaign rollout
The brand video forms the heart of the campaign and is translated into multiple media for both titles: brand videos, video shorts, banners, posters, and other media, both offline on the street and online on our own channels. All communications carry the main message: This news is about you.
