NBTC receives marketing award
THE AWARD
The award was initiated by Expedia Media Solutions in order to highlight ground-breaking campaigns in the travel industry. Design, creativity and innovation are decisive factors. The NBTC’s City Break campaign was found to be an example of outstanding coordination and integration of marketing tools. The jury also felt that the NBTC’s innovative campaign achieves more than a traditional marketing campaign and uses catchy and memorable strap-lines and headings to catch the consumers’ attention. The City Break campaign excelled in maximizing multi-media outlets and points of sale for an exceptional outcome. The campaign resulted in increased travellers to their destination resulting in positive business opportunities for Netherlands tourism.
THE CAMPAIGN
Central to the City Break campaign’s positioning is the focus on the Dutch atmosphere prevalent in all Dutch cities, as reflected in descriptive phrases such as friendly, quirky and relaxed. Recent research into consumer motivation underlines the desire (from the international tourist perspective) to be immersed in the Dutch lifestyle found in the Dutch cities and to fully experience this intangible atmosphere. “This is where the Taste the Dutch Lifestyle campaign has differentiated us from competing European cities” explains Andrew van der Feltz, Director NBTC UK & Ireland, who leads the campaign. “We are tremendously excited to receive this award and for the recognition that comes with it.”
