Place branding with personality

holland-the-original-cool

The Dutch do not have to market to me. I love Amsterdam and I love the confident and friendly demeanor of the people living there. But for the Americans who have not been touched by what Holland has to offer, the launch in May of the campaign ‘Holland: The Original Cool’ is sure to stimulate some attention.

The campaign is designed to show travelers that what is now considered cool in America has been part of the cultural fabric of Holland for centuries. Through this new multi-year campaign, the Netherlands Board of Tourism & Conventions (NBTC), KLM Royal Dutch Airlines, Amsterdam Marketing, and Amsterdam Airport Schiphol targets American travelers and invites them to explore Holland, a country that has always had a cool attitude toward art, design, architecture, eco-consciousness and more.

Holland is indeed a cool place. However, what will be interesting to see is how strongly Americans connect with the slightly quirky style of the campaign. It has a distinctive Dutch personality that positively distinguishes it form a lot of other place branding campaigns, but the question remains – will the American market get it?

Peter Singline
Brand Scientist

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