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 AirlinesSchiphol 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.’


‘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:

New Mexico – True Campaign

The New Mexico Tourism Department recently launched its summer promotion, New Mexico True Stories. The 14-week contest encourages people to travel the state this summer and share their stories for a chance to be named the Ultimate New Mexico Insider and win a cash prize.


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

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:

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s