New York subways get a Dutch touch with Just be in holland.
The Dutch Bureau of Tourism and Conventions, together with KLM launched the campaign “Just be. In Holland” This campaign started in New York with the aim to show Americans the versatility of Holland. The metro are decorated on the inside and outside, with typical Dutch cultural, traditional and modern images and so offer the possibility to travel to “the Netherlands”.
This campaign is responding to the multifaceted nature of Holland. Netherlands is the place for you to wonder, relax and just be yourself. Conrad van Tiggelen, branch manager NBTC North America, is expecting a lot from this campaign: “It gives Americans who have been in the Netherlands a good view. Namely that the Netherlands is a place where you can really be yourself and many can experience authentic and modern experiences. Whether you’re into art, (horti) culture, design, fashion or architecture. ”
Potential visitors are tested on their knowledge of the Netherlands through a series of contests on the site. “Each week highlights a different aspect of the Netherlands. Around Valentine Amsterdam Diamond City will be promoted.
Netherlands in New York
The campaign started in New York with specially decorated subway trains. The sections of the subway, are both on the inside and out, with typical Dutch cultural, traditional and modern images and so offer the possibility to travel to the Netherlands.
Furthermore, this multimedia campaign is supported by a micro-site www.justbeinholland.com. Moreover, extra attention for Holland is generated by promotion teams, an advertising campaign in the New York Times and via Social media Twitter and Facebook.
Will you be in New York? Then don’t miss a chance to jump on the S shuttle train—running between Grand Central and Times Square! All throughout February, the S train will be wrapped inside and out to represent Holland’s classic, contemporary and cultural sides! Tot ziens!