This Netherlands Travel Campaign Teaches Americans How to Be Cool
Laura McQuarrie — April 16, 2014 — Marketing
References: facebook & creativecriminals
In a funny Netherlands travel campaign, the Netherlands Board of Tourism is partnering up with KLM Airlines, Schiphol Airport and Amsterdam Marketing to find an answer to the question: "can cool be taught?" The campaign is meant to appeal to Americans who envy the kind of inherent coolness that comes from Holland. To see if coolness can be imposed upon someone else, the 'Original Cool' campaign will have one random American whisked off overseas by KLM to learn all about Dutch culture.
Coolness apparently takes time to teach, so this experiment will go on as part of a multi-episode series. Lessons will include learning to bike ride, "facial hair lessons," learning to party, when to stop and smell the tulips and being able to name a ton of different cheeses.
Coolness apparently takes time to teach, so this experiment will go on as part of a multi-episode series. Lessons will include learning to bike ride, "facial hair lessons," learning to party, when to stop and smell the tulips and being able to name a ton of different cheeses.
Trend Themes
1. Travel Mentorship - Opportunity to develop mentorship programs in the travel industry, where experienced travelers teach others about different cultures and experiences.
2. Cultural Exchange - Increasing demand for programs that facilitate cultural exchange and immersion experiences, allowing individuals to learn about other cultures and traditions.
3. Authentic Tourism - Growing interest in authentic travel experiences that go beyond typical tourist attractions, offering opportunities for local communities to share their culture and knowledge.
Industry Implications
1. Tourism - Disruptive innovation opportunity for travel companies to create mentorship programs and culturally immersive experiences that cater to the modern traveler.
2. Education - Opportunity for educational institutions to develop travel-based mentorship programs that provide students with practical knowledge and understanding of different cultures.
3. Hospitality - Innovation opportunity for hotels and resorts to offer authentic cultural experiences as part of their guest services, creating memorable and immersive stays.
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