“Holland. The Original Cool.” Takes Home Platinum HSMAI Adrian Award

Feb. 24, 2015

Last night at the annual HSMAI Adrian Awards Reception and Gala, the Holland Marketing Alliance, which includes the Netherlands Board of Tourism & Conventions (NBTC), KLM Royal Dutch Airlines, Amsterdam Marketing, Amsterdam Airport Schiphol, and creative agency Mustache Agency, was honored with the Platinum Award for its campaign, “Holland. The Original Cool.” in the digital marketing/video category. This top honor follows the campaign being named a Gold Adrian Award recipient in 2014. 

HSMAI received 500 entries for the digital marketing category, 73 of which received the Gold award. Platinum winners of the Adrian Awards are selected from Gold award winners within each category and are chosen because they have outperformed all competitors with creativity and exceptional results. The award was accepted on stage at the gala reception on behalf of the Holland Marketing Alliance by Rosina Shiliwala, Director, North America, Netherlands Board of Tourism & Conventions, together with John Limotte, CEO and Executive Producer, Mustache Agency.

“The Holland Marketing Alliance, together with Mustache Agency, started this campaign to show American travelers what’s really cool about Holland in a fun and inspiring way,” said Shiliwala. “To accept the Platinum Adrian Award for our efforts which began three years ago is a testament to the strength of our combined partnership and ambition to deliver top-quality destination marketing in the US marketplace.”

After launching in 2013, “Holland. The Original Cool.” has enjoyed tremendous success, with more than 1 million views of the campaign video. The campaign re-launched in February 2015 with a new slate of videos that can be viewed now at

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The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners, and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals & their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as HSMAI’s MEET, Adrian Awards, and Revenue Optimization Conference. HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at,, and

About NBTC

The Netherlands Board of Tourism & Conventions (NBTC) is responsible for the global marketing of the Holland brand. To do this diligently, NBTC has established itself as an authority when it comes to research, branding and marketing (including consumer marketing) for Holland. For more information and trip planning ideas, please visit

About KLM Royal Dutch Airlines

KLM Royal Dutch Airlines was founded in 1919, making it the world's oldest airline still operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands and hubs – Amsterdam Airport Schiphol and Paris Charles de Gaulle. The group focuses on three core businesses: passenger transport, cargo and aircraft maintenance. KLM is a member of the global SkyTeam airline alliance, offering customers an extensive worldwide network. The KLM network connects the Netherlands to every important economic region in the world and, as such, serves as a powerful driver for the economy. KLM Corporate Social Responsibility initiatives are available on a dedicated website: For more information, visit or follow KLM on and

About Amsterdam Marketing

Amsterdam Marketing is the Amsterdam Metropolitan Area’s city marketing organization, active in the fields of promotion, information, research and the provision of services. The organization is dedicated to placing the region firmly on the map as one of the five most attractive European metropolises for residents, visitors and companies. Amsterdam Marketing uses the I Amsterdam motto to profile the Amsterdam Metropolitan Area as an international metropolis in which to live and work, an appealing travel destination and a breeding ground for innovation.

About Amsterdam Airport Schiphol

Amsterdam Airport Schiphol was Europe’s fifth largest airport in passenger numbers and third in cargo volumes in 2014, welcoming 55 million passengers and processing 1.6 million tonnes of cargo. A total of 103 airlines offer direct flights from Schiphol to 319 destinations all over the globe. This makes Amsterdam Airport Schiphol one of the most important Mainports (or hubs) in Europe. Schiphol is also one of the two European home bases of Air France-KLM and the SkyTeam alliance. In addition, Schiphol is an important contributor to the regional economy, providing employment for around 65,000 people at the airport. Amsterdam Airport Schiphol is part of Schiphol Group, an operator of airports in the Netherlands and abroad. It is the ambition of Schiphol Group to develop Schiphol as Europe’s Preferred Airport, the airport of preference of travelers, airlines and logistic service providers. See

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