“Holland. The Original Cool.” Honored with Gold Adrian Award

Jan. 9, 2015

The Netherlands Board of Tourism & Conventions (NBTC), together with its partners KLM Royal Dutch Airlines, Amsterdam Marketing and Amsterdam Airport Schiphol, today announced its multi-year campaign, “Holland. The Original Cool.” is a recipient of the Gold Adrian Award for excellence in the digital marketing/video category.

Presented by the Hospitality Sales & Marketing Association International (HSMAI), the Adrian Awards is the most renowned and prestigious advertising, public relations, and digital marketing competition in the world for the hospitality, travel and tourism industries. The 2014 competition received more than 1,200 entries from around the world. Gold winners are chosen for outstanding contributions to the hospitality industry in corresponding categories.

“Holland. The Original Cool.” launched in 2013 with a video touting the country’s cool approach toward art, design, architecture, food and more. Consumers quickly caught on, and the YouTube video received more than 1 million views in just four months. Since the viral success of 2013, the campaign has produced a three-part series in 2014 featuring more cool adventures with Holland’s original cool ambassador, Pim de Koel. In addition to the videos, the campaign is supported by a strategic digital marketing program and website – - where travelers can explore the latest cool happenings in Holland.

“We are honored to be recognized as a Gold winner in the prestigious Adrian Awards,” said Rosina Shiliwala, Director, North America, NBTC. “Our goal with this campaign was to inspire American travelers to add Holland to their shortlist of aspirational travel destinations and make them aware of all the very cool offerings in the country. Throughout the videos we’ve produced, we’ve stayed true to that goal and the results have been amazing. It’s wonderful to see so much consumer engagement with these videos and that has helped it grow into a global success.”

The campaign partners, together with their creative agency, Mustache Agency, will attend HSMAI’s Adrian Awards Reception and Gala in New York on February 23, 2015. As a Gold Adrian Award recipient, the campaign is now eligible for HSMAI’s Platinum Adrian Award that will be announced live during the gala.

Visit for details on the 2014 competition. For more information on “Holland. The Original Cool.”, please visit

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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

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