Presentatie over het imago en de marketing van ‘Holland’ door Conrad van Tiggelen tijdens het Holland Marketing Congres 2013. Hoe staat Nederland internationaal te boek? En hoe promoten we ons land in de wereld?

1. Het Imago, de Branding
en Marketing van Holland
Conrad van Tiggelen
Directeur Marketing NBTC
Amsterdam, 5 februari

2. Nation Brand Index
Tourism
Exports
People
NATION
BRAND
Culture and Governance
Heritage
Investement
and Immigration

3. Het imago van de Nederlanders
arrogant
zakelijk
pragmatisch
betrouwbaar
innovatief
inventief
ondernemend
sportief
behulpzaam
internationaal georienteerd
gastvrij
vriendelijk
open mee eens
tolerant mee oneens
0 20 40 60 80 100

4. Holland Brand Values
Het Holland DNA
76%
the
open-minded
country
43%
51%

5. Top 3 associaties met het merk Holland
55% 47% 56%
52% 41% 47%
52% 30% 41%
36% 20% 19%

6. Top 3 positieve aspecten en negatieve aspecten
van het merk Holland
Amsterdam Drugs
51% 55%
Fietsland Prostitutie
41% 39%
Landschap Taal
34% 32%

7. Holland as holiday destination - Non-Visitors versus Visitors
has more to offer
than Amsterdam
100%
has a good mainly makes me
price/quality ratio in think about tulips,
the hospitality sector 80% windmills and clogs
60%
is a country for short
offers a high quality
holidays (short
culinary range 40%
breaks)
20%
offers many 0%
is a hospitable
opportunities to
holiday country
shop/go window
(welcoming)
shopping
offers a lot in terms
is family friendly
of art and culture
offers many things in offers a lot in terms
close proximity to of nature/ nature
each other reserves
Non-visitors
Visitors

8. Imago ontwikkelpunten
culinair aanbod
prijs/kwaliteitverhouding horeca

9. Holland as holiday destination - Total versus Germany
has more to offer
than Amsterdam
has a good 100%
mainly makes me
price/quality ratio in
think about tulips,
the hospitality 80% windmills and clogs
sector
60%
is a country for short
offers a high quality
holidays (short
culinary range 40%
breaks)
20%
offers many 0%
is a hospitable
opportunities to
holiday country
shop/go window
(welcoming)
shopping
offers a lot in terms
is family friendly
of art and culture
offers many things offers a lot in terms
in close proximity to of nature/ nature
each other reserves
Total
Germany

10. Holland as holiday destination – USA versus France
has more to offer
than Amsterdam
100%
has a good mainly makes me
price/quality ratio in think about tulips,
the hospitality sector 80% windmills and clogs
60%
is a country for short
offers a high quality
holidays (short
culinary range 40%
breaks)
20%
offers many 0%
is a hospitable
opportunities to
holiday country
shop/go window
(welcoming)
shopping
offers a lot in terms
is family friendly
of art and culture
offers many things in offers a lot in terms
close proximity to of nature/ nature
each other reserves
USA
France

11. Holland as holiday destination – Brazil versus Japan
has more to offer
than Amsterdam
100%
has a good mainly makes me
price/quality ratio in think about tulips,
the hospitality sector 80% windmills and clogs
60%
is a country for short
offers a high quality
holidays (short
culinary range 40%
breaks)
20%
offers many 0%
is a hospitable
opportunities to
holiday country
shop/go window
(welcoming)
shopping
offers a lot in terms
is family friendly
of art and culture
offers many things in offers a lot in terms
close proximity to of nature/ nature
each other reserves
Brazil
Japan

12. doorvertaling naar marketingstrategie
van brand Holland
naar Holland brand experiences

13. the story of Holland
Motivatie
SEE Holland and discover its
heritage and culture
Economische waarde
2012
Aankomsten 1.551.000
Bestedingen € 785 miljoen

14. the story of holland
• Faces of Holland
• Russia Alliance
• China Alliance
• Brazil Alliance
• Japan Alliance
• WTM
• ITB

15. de creatieve stad
Motivatie
EXPLORE the urban vibe with its
rich and cultural life
Economische waarde
2012
Aankomsten 2.403.000
Bestedingen € 1,13 miljard

16. the creative city
• City Break Campaign
• Arts Holland
• Gay & Lesbian Campaign

17. de creatieve stad
samenwerking met de sector cultuur en
topsector creatieve industrie voor offensief Duitsland

18. de gevarieerde kust
Motivatie
FEEL the sun, wind and fresh air
of the ocean and come together
Economische waarde
2012
Aankomsten 1.444.000
Bestedingen € 366 miljoen

19. the varied coast
• Coast Campaign
– Spring/Summer
– Fall (uit-waai-weken)
• Landelijke kustdagen (B2B event)

20. de gevarieerde kust
samenwerking met visserij

21. de gevarieerde kust
samenwerking met
topsectoren water en energie

22. het gezonde buitenleven
Motivatie
ACTIVE RELAXING and enjoying
the natural environment
Economische waarde
2012
Aankomsten 1.616.000
Bestedingen € 352 miljoen

23. the healthy countrylife
• Nature Campaign
– Spring (Stap op de fiets, stat stil bij de natuur)
– Fall (Het heerlijke landleven)
• Watersports Campaign

24. het gezonde buitenleven
samenwerking met topsectoren
tuinbouw en agri&food

25. de inspirerende bijeenkomst
Motivatie
GATHER with peers
to create success
Economische waarde
2012
Aankomsten 616.000
Bestedingen € 427 miljoen

26. the inspiring meeting
• Convention Market Alliance
• Meet Mr. Holland
• AIBTM – Baltimore
• CIBTM – Beijing
• EIBTM – Barcelona
• IMEX America
• IMEX Europe
• UK Meetings Shows

27. de inspirerende bijeenkomst
samenwerking congreswerving met topsectoren

28. mediagebruik
Website about travel 43%
• Faces of Holland
Website with evaluation by
travellers
35%
• Russia Alliance
Website to share experience 29%
Travel supplements 27%
Travel magazines 23%
Travel TV programmes 23%

29. social mediagebruik
All countries
• Faces of Holland
1. Facebook (61%)
2. Youtube(34%)
• Russia Alliance
3. Twitter (14%)
China
1. QQ (86%)
2. Sina Weibo (83%)
3. RenRen (43%)

30. gebruik smatphones, tablets en apps
Smartphone / Tablet
• Faces of Holland
• Russia Alliance
No:
43% Of which 37%
download
Yes:
travel apps
57%

31. 12 talen
holland online marketing
holland.com
15 markten
5.000.000+ visitors

32. holland online marketing
facebook
320.000+ likes
NL ambassadors

33. holland online marketing
youtube
twitter
34.000+ followers
pinterest

34. holland online marketing
holland app
10 taalversies
and more to come

35. attractiveness destination Holland: Non-Visitors
maar …
2004 2008 2012
87%
85%
82%
76%
73%
65% 64% 64% 64%
62% 63% 63%
61%
59%
57%
54% 54% 54% 53%
50%
48%
43%
Belgium Germany France UK USA Spain Italy Denmark Sweden

36. attractiveness destination Holland: Visitors
2004 2008 2012
98% 98% 97%
95% 96%
90% 90%89%
89% 88% 89% 89%
87%
85% 85% 85%
81%
80% 81% 80%
76%
65%
Belgium Germany France UK USA Spain Italy Denmark Sweden

37. dus …
consistentie in Holland branding
investeren in Holland marketing
eenduidige Holland marketing