Not many people know the city of Heerlen, in The Netherlands. Amsterdam and Rotterdam receive many visitors, but Heerlen hardly ever has guests. That’s why Heerlen now launches an ultimate attempt to promote the 33rd city of The Netherlands to the outside world: if the people won’t come to Heerlen, then Heerlen goes to the people. This symbol was a blue lorry with the word “Heerlen” printed on the side. The lorry travelled the country, ending in Amsterdam’s iconic Dam Square.