Destination BrandWatch: Holland, Australia & New Mexico
Holland: ‘The Original Cool’
Holland has declared itself the “Original Cool” with a new campaign by the Netherlands Board of Tourism & Conventions in partnership with KLM Royal Dutch Airlines, Schiphol Airport, and Amsterdam Marketing. The first from apparently a series of several campaigns promoting the cities in Holland, focuses on Amsterdam. The campaigns aim to emerge the audience into every aspect of the local daily life focusing on its people. ‘Greetings, gallant traveler! Tell us, what do you know about Holland? Picturesque canals? Windmills? Master paintings from the Golden Age? Yes, we have it all! But let us show you what’s really cool about Holland… and we’ll start with Amsterdam. In 2013 the city is celebrating a host of incredible milestones, so there’s never been a better time to book a trip.’More info: www.holland.com
‘Get High” in the Snowies
Tourism Snowy Mountains is encouraging visitors to “Get High” in the Snowies with a new marketing initiative designed to position the area as Australia’s ultimate alpine destination with domestic holidaymakers, day-trippers and international visitors.
The Tourism Snowy Mountains’ 365 Get High marketing project is the result of an extensive consumer insights program undertaken by the local regional tourism organisation.
The new brand positioning is designed to express the emotional connection between the area’s unique landscape, its diverse activities and the intimate personal reactions of visitors.
Collectively, the campaign aims to communicate various facets of the area’s excitement and inspiration under a colloquial “Get High” banner.
More info: www.snowymountains.com.au
New Mexico – True Campaign
New Mexico True Stories is an extension of the New Mexico True campaign, which was launched last spring in Texas, Colorado and Arizona. Throughout the state, billboards, TV, newspapers and on-line advertising ask, “Are you New Mexico True?” and direct New Mexicans to the Tourism Department’s website to share their story.
Participants simply have to travel the state, take photos, then visit the contest website www.newmexico.org.
They are asked to upload six-twelve photos and answer a few questions about: favorite meal, outdoor adventure, and insider’s tip.
The Top 20 NM True Stories will be featured in the 2014 Vacation Guide, as the Ultimate New Mexico Insider’s Guide.
As the Tourism Department says: “By sharing your stories, you are giving great insight to the hundreds of people who visit our website in search of adventure and authentic experiences.”
More info: www.newmexico.org
COMMENTS
daisy
Hello Bruce and thank you for the info. Glad to feature any new initiative in an appropriate future blog post grouping! Feel free to forward us any related information. best regards
Bruce
All the above are fantastic but you missed ours. See YouTube and type in Travel Alberta. Over 1.8M views and the 2012 Gold and Diamond Award winner for top global tourism video at ITB Berlin