One image portrayed a busy city market with a wellknowncathedral in the background. The cathedral is the largest ofits kind in the Netherlands and one of the most important attributesthat the city uses in their destination promotion. The other picturepresented a very modern glass conference building, as Utrecht isone of the major conference destinations in the Netherlands. Inbetween those two pictures, the following message, taken fromthe website was inserted: “Utrecht is the beating heart of theNetherlands. A medieval city center small enough to explore onfoot. Large enough to enjoy world class festivals, modern architecture,trendy shops and interesting museums for days on end.Utrecht has a wealth of culture and history. Utrecht bustles withlife. 70.000 students. An extensive number of cultural events.Friendly outdoor cafes and restaurants. Hospitable hotels. Utrechthas it all.” The middle column had three components to it.