Dear Bolkrelation,

Almelo has traditionally had the reputation of being a somewhat boring city. Herman Finkers rubbed this in with his brilliant Twentse self-mockery. But that was almost 40 years ago and Almelo’s self-esteem has grown considerably thanks to beautiful events, thriving businesses and a hard-working football club that holds its own in the premier league on a modest budget.

Still, many an Almeloan balks when a radio DJ tries to be funny on the back of our beautiful city, and there is considerable sensitivity to that risk among many. Almelooooo. Embracing Herman’s caricature with the slogan ‘Almelo, always something to do’ was therefore a very strong step in promoting our city.

Therefore, alarm bells went off among a group of entrepreneurs who got wind of the advanced plan to replace this tried and tested slogan with ‘Heerlijk Almelo’ and have it supported by a character called ‘Almehoela’. Heerlijk Almelo is up to the mark, although this conjures up more associations with a culinary event. But Almehoela really can’t be done.

Within a few days, this would be put on the council agenda as a hammer piece, after which within six weeks all expressions would have been adjusted. By coincidence, Amsterdam city marketer Frits Huffnagel, the creator of I Amsterdam, was found willing to comment on this idea. After being published on social media, the reactions were unrelenting. Besides widespread disapproval of Almehoela by residents, there was also irritation at the municipality. After all, there had been a stakeholder consultation, the judgement was made without knowledge of the new campaign and surely people could have contacted it directly.

This is all true, but in that stakeholder consultation, Almehoela was presented as a decision taken only in the last meeting. Perhaps not everyone there felt free to criticise.

Knowledge of the campaign would only come to Almelo after its launch and by then it was too late. Taking Almehoela out of context and ridiculing it is exactly what that radio DJ or Arjen Lubach would also do. And direct contact about a decision already taken generally produces little change.

That the college has had to deal with the necessary unvarnished criticism as a result is unfortunate. Let us hope that with all this commotion Almehoela ends up in the cabinet of curiosities, next to the mouthpiece with ‘I Amlelo’. Then we can get back to seriously focusing on promoting our beautiful city, Twente’s growth diamond where there is indeed always something to do.

Enjoy reading!

Board Bolk