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).
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.
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.
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.
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.
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.
To successfully entice visitors to visit the Netherlands, it’s important to know what type of people we are dealing with.
In the marketing of the Netherlands we focus on visitors who still have to take their trip.
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
NBTC Holland Marketing
Prinses Catharina-Amaliastraat 5 - 2496 XD Den Haag
Postbus 63470 - 2502 JL Den Haag