Client: Netherlands Tourist Board

Brief: The Netherlands traditionally sees the majority of its visitors going to Amsterdam rather than venturing out to its other cities.  We were briefed to create a media plan which raises awareness of all the key cities of the Netherlands through educating visitors about the reasons to visit each of them.

Response Summary: Total Media Limited identified Wallpaper magazine as a key publication to reach the target audience of city breakers.  A 28-page supplement ran in the magazine covering each of the cities and why people should visit them. 

However, it was also determined that as each of the key cities had very distinct personalities, different media environments should be used for more specific targeting of each city.  For example, Rotterdam is renowned for clubbing and modern architecture, whereas the Hague appeals more to people interested in traditional and historical buildings, and therefore, the media for each should reflect this. 

• Niche Targeting - Newspaper readerships were profiled against the personalities of each city.  Alongside the press running in travel sections of national newspapers, tactical inserts were run in The Times, Telegraph and Guardian, depending on readership profile matches for each city.

Result: The Netherlands Board of Tourism was extremely pleased with the campaign, receiving positive feedback from each of the cities.

Testimonial:
“I find the service provided by Total Media extremely informative and everyone is always willing to help.  Their knowledge of the media in the UK and Ireland, both on and offline, is very current and extensive and helps me immensely when planning future campaigns.”  

Sandra Ishmael, B2C Marketing Manager
Netherlands Board of Tourism and Conventions