NBTC receives marketing award
11 March 2011
The NBTC’s City Break campaign rewarded for outstanding coordination and integration of marketing tools.
Following the success of the pan-European ‘Taste the Dutch Lifestyle’ City Break campaign, the Netherlands Board of Tourism & Conventions (NBTC) has been awarded the ‘EMEA Integrated Marketing Campaign of the Year 2010’ by Expedia Media Solutions. The objective of the 3 year campaign, which focuses on the renowned atmosphere associated with the Dutch cities, is to drive a 4% year on year growth in visits to the Dutch cities. The award was presented on Wednesday afternoon at the ITB Exhibition in Berlin.
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. “We are pleased to offer the EMEA Integrated Marketing Campaign of the year for 2010 to the Netherlands Board of Tourism and Conventions”, said Noah Tratt, Global Vice President of Expedia Media Solutions. “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.”
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.”
IMPORTANCE OF CITY BREAKS
Said Andrew van der Feltz “The City Break product is an essential part of the international Dutch touristic proposition. Each year over 2 million visitors come to Holland for a City Break and with an above average spend this makes for a substantial contribution to the national tourism sector and the Dutch economy as a whole.” The campaign ran in the key inbound City Break markets for the NBTC: the UK, Belgium, France, Germany, Italy, Spain, Sweden, Norway and Denmark. Participating Dutch cities in 2010 were Amsterdam, The Hague, Rotterdam, Utrecht, Maastricht, Arnhem, Breda, Eindhoven, Groningen, Den Bosch and Nijmegen.
IMPORTANCE OF TOURISM
Tourism and leisure are an important sector for the Dutch economy; in 2010, the sector accounted for 35 billion Euros in spending through national and international visitors. Besides that, the tourist sector with almost 400.000 jobs accounts for 4% of employment in Holland. Research has shown that every Euro jointly invested in promotion with the NBTC leads to 40 Euros in direct tourist and leisure spending.
About Expedia Media Solutions
Expedia Media Solutions is a team dedicated to building media partnerships across Expedia’s leading travel sites. In 2010, the team worked with over 500 European clients ranging from tourism boards, hoteliers, airlines and car hire companies to mobile phone operators. The Expedia Media Solutions team is made up from experienced media and travel professionals in the US and Europe. European locations include London, Paris, Munich and Rome, all working to build Europe’s number one travel media platform.
About Expedia Inc.
Expedia, Inc. is the leading online travel company in the world. Since launching in 1996, the company's Expedia.com brand has grown to become the world's single most popular online travel booking site, generating more leisure travel bookings than any other travel agency - online or offline. Worldwide, the Expedia, Inc. family of brands today includes 20 Expedia.com sites; more than 75 Hotels.com sites; leading agency hotel company Venere.com™; leading U.S. discount travel site Hotwire®; Egencia™, the world's fifth largest corporate travel management company; the world's largest travel community TripAdvisor® Media Network; destination activities provider ExpediaLocalExpert®; luxury travel specialist Classic Vacations®; and China's second largest booking site eLong™. With more people booking travel online in Expedia, Inc's global marketplace than anywhere else, the company delivers consumers value in leisure and business travel, drives incremental demand and direct bookings to travel suppliers, and provides advertisers vast opportunity to reach the most valuable audience of in-market travel consumers anywhere through Expedia Media Solutions. Expedia also powers bookings for some of the world’s leading airlines and hotels, top consumer brands, high traffic websites, and thousands of active affiliates through Expedia® Affiliate Network. (NASDAQ: EXPE).
For more information and images contact:
Rianne Ojeh –Press Officer
Evelina Hederer– Press & PR Assistant
Netherlands Board of Tourism & Conventions
PO Box 30783
T: +44 (0) 20 7539 7963/57 (not for publication)
F: +44 (0) 20 7539 7953