Holland comes to NYC
In an innovative Out-of-Home (OOH) campaign, the Nederlands Bureau voor Toerisme - the Dutch Bureau of Tourism, has brought a bit of Holland to the New York City subway system covering the S train in Times Square with tulips and windmills. The campaign is aimed at getting New Yorkers to see the versatility of what Holland has to offer. After all, New York was originally Nieuw Amsterdam!
On the inside, the subway cars are themed differently from the inside of the Van Gogh museum to looking like Amsterdam, to modern contemporary art and design. The subway seats have even been fashioned with park benches!
Check out the interactive portion of the campaign at Just be. In Holland. There are different contests running weekly through the end of February. You can win a Batavus Dutch bike, contest for that ends today. Next week its a very cool carbon lounge chair designed by Marcel Wanders and Bertjan Pot. Grand Prize is a trip to Amsterdam, sweepstakes ends on March 4th!
They’ve also included advertising in the New York Times, and social media outlets such as facebook and Twitter.
I was wondering why they chose the S train and not another train that has a higher volume of people like the 6 train. As a born and raised New Yorker, I can count the number of times I’ve ridden the S train - all of two.
Great campaign though and lots of buzz!
Sources:
http://www.justbeinholland.com/
http://www.dutchdailynews.com/holland-on-new-york-subway/
http://www.nlny.nl/2010/02/12/nederland-op-metros-in-new-york/
