Holland’s new destination campaign takes an interesting approach to presenting the country. The ad presents Holland as the Original Cool and highlights long embraced lifestyles that people in other countries may see as innovative, liberal or progressive. Their claim to being the Original Cool is founded on how cycling, gay lifestyle, organic food, independent stores, wind energy, and a host of other attributes that may be considered trendy or cool elsewhere, are long-established everyday occurrences in Holland.
The commercial produced by Mustache Agency in New York is a co-operative campign involving The Netherlands Board of Tourism & Conventions, KLM Airlines, Amsterdam Marketing, and Amsterdam Schiphol Airport. Interestingly, they think that Holland is so cool that they didn’t need to mention its legendary pot cafes or legalized prostitution.