Mass tourism has become a big nuisance for cities all around the world. To give an example: anyone who's from Amsterdam knows that tourists and bicyles don't match. Ever.
This project was issued by NBTC, the Dutch bureau for Tourism and Congresses. The intention was to create a campaign that would see to the spread of tourism in the Netherlandws. The idea was to highlight underexposed provinces and cities, uncovering all the beautiful and picturesque places The Netherlands have to offer. For The Netherlands are bigger than just Amsterdam.
The target group consisted of both German and UK travelers, each having their own wants and needs. Where German 'creatives' (as the target group was called) usually look for peace and tranquility, the UK 'creative' really wants to experience the energy and culture, of said destination.
Through a strong communication concept and art direction (motion & sound design), we managed to create two amazing campaigns, scoring far above the benchmarks that were set.
"The Netherlands
aren't flat"
- meaning; although NL is 'flat', it has incredible depth. By highlighting the 'mystical' side of NL, showing NL at its finest, we really wanted to draw the viewers in, showing them a glimpse of what we, as a country, have to offer. Through our content, we wanted to have them feel the sun glistening through the trees, and really place them in the setting itself.
The working title for this campaign was: "Live like a local". Which directly relates to the UK traveler's desire, to really experience the ins and outs of their travel destination. We wanted to submerge the viewers, by setting the mood via relevant imagery, of our charming cities.
