Destination Netherlands

Content strategy

december 2020

This content strategy aligns with Perspective 2030, the national vision on the positioning of the Netherlands as a destination. Our content strategy contributes to the objective of enticing the right visitors to visit the right location in the Netherlands at the right time.

The content strategy aligns with the international positioning of the Netherlands laid down in the ‘International Positioning Strategy of the Netherlands, Anholt/Govers, juni 2018’.

The content strategy helps determine which visitors need what information at what time and the best type of and way to offer this information.

The content strategy applies to all text, images and videos regarding destination Netherlands – from a Facebook or Instagram update to a complete marketing campaign – and is therefore important for every colleague who works with it.

Here is a checklist with all the explanations you need to help you create the right content.

If you have questions about the content strategy, please contact Annemarie van Waterschoot (avanwaterschoot@holland.com) or Maartje Schouten (mschouten@holland.com).

Content strategy

Is the content on brand?

NL Branding revolves around the story of the Netherlands and introduces people to our country as a liveable, popular and valuable destination for a holiday, day out or business event. The brand values, positioning and visualisation that we present here make up the brand guide for destination Netherlands. This brand guide is a compass for our tone of voice and our visual style.

Brand values

Brand values

The Netherlands is a country with an open mind. It welcomes the unknown and takes on challenges in an inventive way. Undaunted, the Netherlands seizes opportunities with both hands. It often goes left when others go right. As an open society, the Netherlands deals pragmatically with changing circumstances by bringing together people and resources to create involvement and address multiple interests. It’s also typical Dutch inclusivity.

Open

An open mind leads to free thinking. The Netherlands believes that only you know what is good for you, which is why the curtains are always open here – there is simply nothing to hide. Thanks to clever planning and structuring, the relatively small country with its urban and rural landscapes feels open. The Netherlands gets straight to the point and its outspoken opinions reveal colourful people in colourful environments. The Netherlands is never boring.

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Inventive

With its open mind, the Netherlands sees obstacles as opportunities. It looks beyond its borders to learn from others because it realises that viewing things from a bigger perspective benefits everyone. The Netherlands was already working with overseas countries in the 17th century and driven by this entrepreneurial nature, it continues to compete with larger economies today.

Like anyone who goes through life with an open mind, the Netherlands continues to discover and develop. It doesn’t allow itself to be hindered by the standard. Its small size and creative spirit mean that it is always looking for out of the box solutions, often a bit unusual but still pragmatic. It continuously adapts in an inventive way and the proverb ‘necessity is the mother of invention’ fits the country like a glove. Examples of this include the innovative solutions for water management and wind energy, the creative journeys of the Dutch masters, and the modern ‘new’ industry.

Inclusive

Having an open mind means that you are open to others. The Netherlands has an informal, friendly and welcoming attitude. Everyone can feel at home here, regardless of religion, background or sexual orientation. The Netherlands accepts and welcomes you, whoever you are and whatever you think. This makes our country a melting pot of cultures, opinions and ideas. The Netherlands invites you to be yourself and makes it easy for you to act accordingly. It speaks many languages and is a safe and easy place in which to travel, even on a bicycle. The Netherlands is easy going, whatever your origin and your reason for being here.

Positioning
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Positioning

With the Netherlands, we have a destination that constantly progresses and always seeks out inventive solutions for tomorrow’s challenges. We focus on visitors, both business and tourists, who are looking for valuable encounters.

Respect for people and the environment is central to our positioning, which means that residents, businesses and visitors can continue to enjoy a liveable, popular and valuable destination in harmony. Visitors feel right at home in this dynamic society.

Promise

When visiting the Netherlands, you’re temporarily part of a dynamic society where mutual respect for people and the environment is central.

Visualisation

Large heading

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Is the content on brand?

Visualisation

Our country’s open attitude is an important aspect of the content regarding destination Netherlands. This applies to the tone of voice and the visual language. Of course the content is informative, but it’s also always inspiring and surprising. We never present information as a mere summary of facts, instead we always paint a clear and appealing image of what visitors can expect.

Tone of voice
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Tone of voice

The Netherlands goes left where others go right. 

It follows its own path and the tone of voice aligns with this: fresh and new, both in the words we choose and the things we say. Of course the content is informative but it also creates an inspiring and surprising image of what visitors can expect from destination Netherlands.

Visual style
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Visual style

The Netherlands has more to offer than you might initially think, and, although there is much to discover in a relatively small space, the imaging should never be cluttered or messy. Just like our landscape, the visual style of the Netherlands is well-organised with an open, clear and modern design.

The style of photography and video images for destination Netherlands reflects the brand values. Visual material is intended to evoke an inviting, warm and positive effect. It is a representation of the open mindset of the Netherlands and its residents.

We emphasise the inclusive nature of the Netherlands and the associated sense of freedom by allowing the viewer to discover. We are inventive and surprising. Nuanced, subtle and fascinating images are preferred over those that are instantly familiar or obvious. Modern comes before old fashioned. Avoid overly stylised, posed and slick compositions and instead opt for authentic and relaxed scenes that fit with everyday life as we know it in the Netherlands.

These guidelines must always be applied in order to evoke a consistent and familiar experience, at least to the leading visuals. Supporting visuals may vary in style, depending on the subject and context. By using text and images together, they always reinforce each other.

Photography style
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Photography style

  • Vivid colours, high-contrast, colourful
  • Authentic, genuine
  • Depth and perspective in the landscapes, open and airy
  • Clear and sharp
  • Inspiring, inventive, modern and surprising camera angles
  • An inviting, personal feeling
  • Activity, dynamics
  • Playful, funny

Open

  • What you see is what you get. Opt for a clear focus on the main subject and avoid background noise.
  • Images preferably have a broad perspective with a feeling of space.
  • People don’t necessarily have to smile but they should appear open, energetic and positive.
  • Less is more.

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Inventive

  • Choose inviting photographs, e.g. with a surprising camera angle or alternative framing.
  • Show people in action, as if they’re taking the next step on the way to a new horizon.
  • In the Netherlands we approach problems from different perspectives and our images should properly show this.

Inclusive

  • Images appear positive due to their clear, colourful dynamic.
  • Opt for vivid photographs that inspire and energise and make viewers want to take immediate action.
  • Demonstrate the international and social inclusiveness by showing diversity in gender, culture, race and age.

Logo, colors and typography
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Logo, colors and typography

NL Branding house style

We use the NL Branding house style of the central government to position the Netherlands to international audiences. Log in and view the NL Toolkit regarding logo, colors, typography and templates.

Access to the NL Toolkit can be requested by e-mail to mschouten@holland.com

Contentstrategy

Is the content on strategy? 

We use the HollandCity strategy to tempt existing and new visitors to discover well-known and lesser-known destinations in the Netherlands. We thereby stimulate the dispersal of visitors throughout the country and the entire year.

About HollandCity

The name HollandCity is based on the relatively short travel distances within the Netherlands and the particularly varied tourist offerings. We use our strategy to emphasise that visitors can visit different Dutch cities and regions, each with their own identity and attractions, within a short time.

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NL Passions

NL Passions are the physical elements that make our country unique. They are distinctive and a convincing reason to visit our country. Because we cannot include all aspects of the Netherlands in our international marketing, we’ve listed the seven NL Passions that are most distinctive for our country and with which we can really entice international visitors to also visit the lesser-known locations.

The seven NL Passions are:

  • Coast
  • Water
  • Biking
  • Flowers
  • New Dutch
  • Heritage
  • Dutch Masters

Visitors can experience the NL Passions in our country in various ways:

  • in a district

  • as part of a storyline

  • during an event or theme year

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NL Districts

Because our country is compact with a wide variety of regional travel experiences, we can compare Destination Netherlands with a major world city with various regions (or districts), each with its own atmosphere and character.

We use HollandCity to emphasise the uniqueness of the different areas. The districts get their own clear international profile by positioning them in a distinctive way based on their own DNA. This makes them worth a visit. For example, if you’re interested in the New Dutch NL Passion, you definitely should visit the cities of Eindhoven or Rotterdam.

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Storylines

Storylines are partnerships between different Dutch regions based on a NL Passion.

Each area tells a part of the story, which together form an appealing reason for visiting our country. By showing a different aspect of the story with each area, we inspire visitors to discover more well-known and lesser-known locations that make up the storyline. This is how the story of, for example, Netherlands Waterland runs through our country – from Friesland to the Zeeland and South-Holland Delta.

We’ve since developed partnerships involving the following NL Passions:

Heritage

  • Hanseatic cities 
  • Castles and country estates
  • Royal Netherlands
  • The Golden Age
  • Liberation route


New Dutch/Heritage 

  • Dutch Food & Cuisine

Water

  • Netherlands Waterland


Dutch Masters 

  • Mondrian and De Style
  • Van Gogh

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Events & theme years

While districts and storylines can be visited throughout the year, events create an urgency to visit our country at certain times. The emphasis is also on the sustainable development. We distinguish between events and theme years.

Events
Multiple events are organised around each NL Passion throughout the year. These could include things like the New Dutch passion that visitors can experience during Dutch Design Week in Eindhoven, or the Netherlands Waterland passion during Sneekweek in Friesland.

Theme years
A theme year is created by bundling several events relating to a common theme at various locations in the Netherlands. Topics are relevant to tourists in addition to having social relevance. These themes extend beyond tourism. A linkis established with other industries that are also important for the Netherlands.

Is the content on strategy?

NL Passions

NL Passions are the physical elements that make our country unique. They are distinctive and a convincing reason to visit our country. Because we cannot include all aspects of the Netherlands in our international marketing, we’ve listed the seven NL Passions that are most distinctive for our country and with which we can really entice international visitors to also visit the lesser-known locations.

Coast
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Coast

The Dutch coast has been a popular destination for an enjoyable and relaxing stay for generations. The natural beauty is impressive, with long rows of dunes sheltering broad, sandy beaches that slowly merge into the sea. 

Amidst all this natural beauty there is always a hospitality establishment where you can enjoy the good life. The accommodation fits the locations: small-scale and friendly, in the middle of the dunes.

Our coast attracts both foreign and Dutch visitors. It is also a destination that perfectly suits today’s sustainability experience. In the image selection of this NL Passion, we choose a wide range of recreational options that go beyond just relaxing on the beach. However, all images should have one prevailing feeling: the serenity of the natural surroundings and the relaxed, easy-going rhythm of life along our coast.


Show

  • The variety of recreational activities, such as kiting, blokarting, windsurfing, walking along the mudflats and cycling through the dunes
  • Walking the dog on the beach
  • Relaxed people
  • The impressive coastline
  • Experiencing the different seasons
  • Beach tents surrounded by the sandy beach
  • Beach huts
  • Zeeland’s typical ‘beach poles’
  • Walking beach animals (art)
  • Vliehorst house
  • Seafood
  • Surfers
  • Seals

Do not show

  • Chaotic or busy conditions
  • Grey, rainy weather conditions

Water
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Water

The Netherlands is inextricably linked to water; you could say it flows through our veins. Our relationship with water is central to our history and has brought us great prosperity.

Water management remains a very topical subject in these times. Living in a country that is mostly below sea level requires creativity and ingenuity. We’re known around the world for our great expertise in the field of waterworks.

Water is also enjoyable, e.g. taking boat trips through cities or nature. Our innovative approach to and positive relationship with water should be visible in all images selected for this NL Passion. This is our way of inviting visitors to explore our relationship with water, learn about it and experience the joy of it.


Show

  • Waterworks, both historic and modern
  • Iconic (modern) water landmarks
  • Water landscapes, such as polders, rivers and lakes
  • Areas such as De Beemster, De Biesbosch, the IJsselmeer, the Loosdrecht plassen (lakes), the Frisian lakes and the Dutch Waterline
  • Recreational water experiences, such as sailing on sailboats, electric sloops or with canoes

Do not show

  • Overly technical situations
  • Dirty water
  • Dangerous situations in or near the water
  • Busy situations, such as overcrowded tour boats

Biking
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Biking

The Netherlands has more bicycles than residents, which is a fact that fascinates international visitors. The many cycle paths and extensive network of cycling routes invite visitors to explore our country using this safe and sustainable mode of transport.

Cycling is also a tempting alternative to touring by coach, car or public transport because our country is relatively small, which makes it perfect for exploring cities, regions and nature reserves by bike. The bicycle represents freedom, pleasure and a simple and environmentally friendly way for young and old to get around. It is also the optimal way to feel like a local in our country.

 

Show

  • The bicycle in daily use
  • People enjoying cycling
  • Cycling in different circumstances and seasons
  • The Dutch cycling infrastructure
  • Different types of bicycles, including cargo bikes, electric bikes, designer bikes and the sportier types like mountain bikes and racing bikes
  • Special (Dutch) design and manufacturing techniques
  • The largest bicycle park in the world
  • The express cycling path (snelfietspad)
  • Beautiful cycling routes
  • The safety of this type of transportation in our country
  • Dutch cycling habits (almost no one wears a helmet when cycling in the Netherlands)

Do not show

  • Cycling in busy, dangerous traffic conditions

Flowers
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Flowers

Dutch history is marked by flowers, plants, vegetables and fruit. Horticulture gives our country a distinctive look, with the famous tulip as the most important icon.

Visitors from near and far come to the Netherlands to admire the extraordinary glorious colours in the striking flat landscape. Our horticulture’s global fame extends beyond floriculture. Our country produces many types of plants, vegetables and fruit, which are often cultivated in an innovative way and receive a lot of international attention.

The cheerful colours and sustainable green that this sector exudes makes visitors feel happy and cheerful. They’re tempted to share the joy and wellbeing that it emanates.

Show

  • Bright colours
  • Flower fields
  • Tulip fields in North-Holland, Flevoland, the Duin- en Bollenstreek region and Zeeland
  • People enjoying flowers, such as in picking gardens and at flower stalls
  • The Westland, greenhouses with flowers
  • Living/green roofs
  • Flower parades, such as in Zundert, Lichtenvoorde and St. Jansklooster
  • Gardens, such as castle gardens and the Hortus Botanicus
  • The Betuwe area with its fruit orchards (cherries)
  • Floriade International Horticultural Expo

 

Do not show

  • Wilting flowers and plants
  • People damaging flowers or flower fields (e.g. while taking selfies)
  • A crowd of people so that you can no longer see the flowers

New Dutch
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New Dutch

New Dutch is about architecture and design, but also covers everything that makes up the typical urban vibe: modern art, the dance scene, fashion designers and street art.

Our free-thinking, innovative and creative mindset continuously leads to fresh ideas that amaze visitors and enable them to look at things differently. By making this vibe visual, it tempts visitors to be surprised and inspired by New Dutch.

Show

  • The 21st century, e.g. Dutch Design week, GLOW, Fashion + Design Festival Arnhem, Land Art Flevoland and Groningen and robots
  • New masters such as Daan Roosegaarde, Maarten Baas and Jan Taminiau
  • Cities like Rotterdam, Eindhoven, Groningen and Almere

Do not show

  • Settings that seem old-fashioned or traditional

Heritage
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Heritage

Dutch heritage is about traditional cultural values with a modern twist.

Cheese, windmills, Delft blue, bicycles and clogs are still important motivators for getting to know the Netherlands, but we present these icons in a fresh, modern way – combined as much as possible with contemporary design. We use this to invite visitors to experience our traditional icons and view them from a new perspective.

Show

  • The wide variety of Dutch icons, using surprising camera angles so we literally and figuratively put our icons in a new light
  • Buildings as historical backdrops for contemporary scenes
  • Food, cheese, gin
  • Clogs, historic towns, canals
  • Porcelain, Delft blue
  • Liberation Route, Hanseatic cities and Cheese valley as examples of storylines within this passion
  • Cities like Delft, Leiden, Maastricht and Bourtange

Do not show

  • Old-fashioned scenes, fairs and folklore

Dutch Masters
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Dutch Masters

The Dutch masters demand respect, both for the unimaginable quality of their craftsmanship and for the ingenuity and courage with which they introduced new techniques for that time. Their elegance and refinement are a major attraction for visitors from around the world.

We make their works and stories accessible by emphasising that these artists were ‘normal’ Dutch people. Because we know so much about these old masters, we can give visitors a good insight into their lives and because that period is still well represented in our cities, it is easy to imagine what their surroundings looked like at that time.

The buildings in which we show the paintings and other artworks also contribute; our museums are often large and impressive, yet also inviting, welcoming and surprising. They are a home from home for lovers of the great masters such as Rembrandt, Vermeer, Hals, Van Gogh, Mondrian and Escher. Visitors who just want to admire that one iconic masterpiece are also welcome. This is how we invite visitors to learn more about Dutch culture.


Show

  • Visitors in a museum
  • Historic and modern art together
  • Historic artwork with vibrant colours
  • Impressive exhibition buildings

Do not show

  • Long queues
  • Too many people in front of a painting

Flowers

Content strategy

Editorial, advertorial or advertisement? 

We collaborate with various partners when developing and publishing content and classify these into content partners and commercial partners. We provide free editorial attention for content partners. Commercial partners pay for the advertorials or advertisements that we publish via our accounts. Regardless of the form, it’s important for the content to align with our brand and strategy, that it addresses one of the designated segments, and that we do this in one or more stages of the customer journey.

Editorial
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Editorial

The content partner provides content (text and/or image), and we edit this information in order to publish it in our own channels.

We decide on the ultimate content; content partners can only check for factual errors. Content partners have no guarantee that the content will be posted. When working on editorial content, make sure that it always aligns with our content strategy, i.e.:

  • On brand

  • On strategy

  • Segmentation

  • Customer journey

Advertorial
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Advertorial

An advertorial is similar to editorial content but it’s always clear to the public that it regards paid content.

We treat advertorials like advertising within our own online accounts. If we include a link to more information, it will always refer to Holland.com (‘native advertising’). Advertorials are also developed in line with our content strategy, i.e.:

  • On brand

  • On strategy

  • Segmentation

  • Customer journey

Advertisement
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Advertisement

Advertisements are paid content and are clearly recognisable as such as regards look & feel.

We include advertisements in our own communication channels, whereby, depending on the message, we focus on a certain reach among the relevant account’s followers.

An advertisement does not necessarily tick all the checkpoints from our content strategy. For example, links for additional information can directly refer to a booking page instead of to Holland.com. However, the content is always:

  • On brand

  • On strategy

Content strategy

Which segment appeals to you? 

To successfully entice visitors to visit the Netherlands, it’s important to know what type of people we are dealing with.

Titel onderwerp

We focus on three segments in the positioning, destination development and marketing of the Netherlands.

 A persona has been developed for each segment: Nora, Paul and Mary. In the content about the Netherlands, we address each target group’s own lifestyle and travel needs. Nora is the primary focus and the secondary focus is on Paul and Mary, especially for the nearby markets.

Nora

Broad fields of interest, tolerant, open, freedom is important, to enjoy is to experience, immaterial values

Paul

Conservative, etiquette, quality, hierarchy, works and status

Mary

Family, tradition, safety, local, order-oriented and traditional regularity

Content strategy

At what stage of the customer journey? 

In the marketing of the Netherlands we focus on visitors who still have to take their trip.

Visitors go through various stages in the process of choosing a destination to the actual stay in the Netherlands.

Each stage requires different information, and the information channels we use differ per stage. The customer journey continues even after the stay in the Netherlands, when visitors become ambassadors and start dreaming about their next trip to our country. We also support these stages with valuable content via the most suitable information channels.

The customer journey

Contact

NBTC is the destination management organisation of the Netherlands.
We work for and with parties from various sectors on the positioning, development and marketing of our country. We do this to make the Netherlands a liveable, lovable and valuable destination for visitors, companies and residents.

Questions?

Do you have questions about this content strategy, then please contact:


Maartje Schouten
+31 (0)70 370 57 05

mschouten@holland.com

NBTC Holland Marketing
Prinses Catharina-Amaliastraat 5 - 2496 XD Den Haag
Postbus 63470 - 2502 JL Den Haag