The Netherlands Tourism Board has doubled its ad spend for next year and hired Harari Page to handle the account, worth more than 2m.
Harari Page won the business in a four-way pitch against HJSW Partnership and two smaller agencies, Gould & Portman and Ginn Jeffery International.
The Dutch board has decided to change its advertising approach and hopes to convey a new attitude towards travel in Holland. “We are going for an ambitious plan, not a conservative one,” says NTB managing director Hans Cornellisen.
The review was sparked by NTB’s plan to increase its advertising spend, which last year amounted to 300,000 (Register-MEAL).
A campaign will break next month, targeting first-time visitors to the Netherlands. NTB spokeswoman Marielle Albers would not comment on the push or which medium will be used. However, it will be jointly funded and run in conjunction with other trade partners.