Everyone’s gay in Amsterdam
The Netherlands Board of Tourism and Conventions (NBTC) unveiled its new slogan that is not necessarily aimed at gays. Tourism officials say “Everyone’s Gay in Amsterdam” is targeted at all segments of the market.
“The new campaign was intentionally designed to capture the all-inclusive and welcoming vibe of the city of Amsterdam, rather than focusing on gay stereotypes or sexualized images,” said the NBTC.
North America is the number four market for Holland in terms of tourism arrivals. The country represents about 9% of all global arrivals (or about ten million arrivals year, says a spokeswoman.
“Amsterdam has always been well-known for its liberalism and open-mindedness,” said Conrad van Tiggelen, Director, North America for the Netherlands Board of Tourism and Conventions. He added:
“With our new marketing campaign, ‘Everyone’s Gay in Amsterdam,’ our hope is to continue to promote the city’s unique sense of openness and inclusivity that resonates with any visitor to Holland.”
The new print campaign will appear in Here Media’s Out and The Advocate magazines’ August issues, available this month.
The multi-platform campaign with Here Media will include digital content and custom webisodes highlighting Amsterdam on OutTraveler.com, a half-hour travel special on here! Networks featuring Amsterdam, and a series of events co-hosted by the NBTC and Here Media in New York, San Francisco and Los Angeles.
In addition, the NBTC has also launched a new microsite, www.us.holland.com/everyonesgay.
Report by David Wilkening
David
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