This Netherlands Travel Campaign Teaches Americans How to Be Cool

By: Laura McQuarrie - Published: Apr 16, 2014 • References: facebook & creativecriminals
In a funny Netherlands travel campaign, the Netherlands Board of Tourism is partnering up with KLM Airlines, Schiphol Airport and Amsterdam Marketing to find an answer to the question: "can cool be taught?" The campaign is meant to appeal to Americans who envy the kind of inherent coolness that comes from Holland. To see if coolness can be imposed upon someone else, the 'Original Cool' campaign will have one random American whisked off overseas by KLM to learn all about Dutch culture.

Coolness apparently takes time to teach, so this experiment will go on as part of a multi-episode series. Lessons will include learning to bike ride, "facial hair lessons," learning to party, when to stop and smell the tulips and being able to name a ton of different cheeses. Stats for Travel Mentorship Campaigns Trending: Older & Average
Research: 533 clicks in 109 w
Interest: > 3 minutes
Concept: "netherlands Travel"
Related: 90 examples / 69 photos
Segment: Neutral, 18-35
Comparison Set: 33 similar articles, including: creative travel campaigns, crowdsourced travel campaigns (sponsored), and cultured travel campaigns.