The Netherlands Board of Travel and Tourism has partnered with Mustache over the last 3 years on their content marketing needs. We've fully produced original video content and implemented strategy for distribution and ultimately ROI. The campaign has won multiple awards and set a new direction in travel and tourism marketing.

1. HOLLAND. THE ORIGINAL COOL.
A CASE STUDY BY

2. One
of
the
most
successful
digital
campaigns
in
the
travel
space,
the
award-­‐winning
"Holland.
The
Original
Cool."
launched
in
May
of
2013
and
continues
to
this
day—soon
to
enter
its
4th
year.
Our
initial
core
assignment
was
to
effectively
engage
a
target
audience
of
young,
educated,
afEluent,
urban-­‐skewing
travelers
to
consider
Amsterdam
-­‐
perhaps
for
the
Eirst
time
-­‐
as
a
preferred
travel
option.
To
achieve
this,
we
needed
to
challenge
their
notions
of
what
experiences
Holland
had
to
offer.
To
get
better
acquainted
with
#HollandCool,
we
invite
you
to
Eirst
watch
the
below
Case
Study
Video
(produced
at
the
end
of
2014).
WATCH
THE
2014
HOLLAND
CASE
STUDY
VIDEO
Password:
holland
CAMPAIGN
OVERVIEW
2014
Adrian
Award
Gold
Medal
Digital
Marketing,
Video
Two
Awards
of
Excellence
at
the
2014
Communicator
Awards
honoring
“excellence
in
marketing
and
communications”
Best
Branded
Content,
Business
to
Consumer
(Online
Video)
&
Best
Online
Video,
Travel
Travel
Weekly’s
2014
Gold
Magellan
Award
Best
Destination
Promotional
Video
WINNER WINNER WINNER

3. KEY
RESULTS
TO
DATE
•
Over
2.4mm
total
campaign
views
on
Youtube
alone
•
Coverage
on
100+
top-­‐tier
media
outlets
•
Over
300,000
social
engagements
and
counting
•
Multiple
travel
industry
awards
•
A
Cost
per
Visit
that
has,
through
constant
optimization
and
reEinement,
decreased
each
quarter
since
2013.
The
#HollandCool
launch
video
was
a
viral
smash
out
of
the
gate
(over
1
million
views
in
the
Eirst
three
months),
but
we
didn’t
stop
there.
Below
you
will
Eind
a
few
of
the
most
notable
results
to
date:

4. Pim
de
Koel
(or
Pim
“The
Cool”)
is
the
embodiment
of
Dutch
hipness
and
our
#HollandCool
host
and
spokesperson.
One
part
bike-­‐toting
Brooklynite,
one
part
“Most
Interesting
Man”
in
Holland,
with
just
a
dash
of
Willy
Wonka,
Pim
wants
nothing
more
than
to
tell
the
world
about
the
all
the
amazing
things
Holland
has
to
offer—and
that’s
not
just
tulips
and
cheese.
Artisanal
foods,
green
energy,
cutting
edge
art
and
design,
an
open
and
progressive
culture—these
things
and
more
have
been
part
of
the
cultural
fabric
in
Holland
for
generations.
DUTCH!
MEET
PIM

5. HOLLAND.
THE
ORIGINAL
COOL. EPISODE
ONE:
CAN
COOL
BE
TAUGHT? EPISODE
THREE:
CAN
COOL
BE
STOLEN?
KEUKENHOF DUTCH
LESSONS
WITH
PIM:
HOLLAND VAN
GOGH
Mustache
has
created
over
25
videos
for
Holland
since
the
inception
of
the
"Original
Cool"
campaign
-­‐
from
micro-­‐spots
disseminated
on
social
platforms
like
Tumblr
or
Instagram,
to
2-­‐minute
web
commercials.
Regardless
of
length
or
strategic
positioning,
all
spots
have
served
to
engage,
educate,
amuse
and
inspire
American
consumers
in
the
consideration
stage
for
travel
to
Holland.
THE
VIDEOS

6. HOLLAND.
THE
ORIGINAL
COOL.
The
Mustache
team
also
conceived
and
produced
an
ongoing
series
of
shareable
content
hosted
on
the
ofEicial
Holland
tourism
website
and
serving
to
both
expand
upon
key
themes
from
our
campaign
and
further
engage
interested
travelers.
THE
DIGITAL

7. HOLLAND.
THE
ORIGINAL
COOL.
For
the
social
space
has
been
an
steady
stream
of
ancillary
digital
content
in
the
form
of
image
memes,
infographics,
listicles
and
more.
Each
asset
is
hosted
on
an
ofEicial
campaign
Tumblr
channel
designed
and
developed
by
Mustache,
and
disseminated
through
various
social
and
paid
campaign
outlets.
Our
data
conEirmed
that
consumers
who
engage
with
a
piece
of
branded
#HollandCool
content
Eirst,
spend
more
time
on
Holland.com
considering
a
trip.
THE
SOCIAL

8. THE
PRESS
RESULTS
“Holland.
The
Original
Cool.”
continues
to
receive
rave
reviews
from
top-­‐tier
media
outlets
in
Travel,
Advertising,
Branding,
Culture
and
more,
each
applauding
its
unique,
engaging,
often
humorous
but
always
educational
approach
to
tourism
marketing.
To
date
the
campaign
has
been
featured
in
over
100
online
outlets.
Reception
has
been
equally
encouraging
in
the
social
space,
with
the
#HollandCool
video
series
earning
over
an
over
97%
positive
sentiment
from
consumers.
THE
RECEPTION

9. CPV
($)
$0.00
$1.50
$3.00
$4.50
$6.00
1H
2013 2H
2013 1H
2014 2H
2014 1H
2015
Cost
Per
Visit
to
holland.com/cool
$5.06
$4.21
$2.47
$1.56
$0.94
We’re
constantly
striving
to
engage
the
most
relevant
consumers
in
new
and
meaningful
ways
across
video,
digital,
social,
paid
media,
earned
media,
and
more,
turning
those
initial
engagements
into
return
visitors,
and
those
return
visitors
into
new
travelers
to
Holland.
Working
with
the
latest
content
syndication,
programmatic
buying,
and
video
distribution
platforms,
in
addition
to
fully
reimagining
the
campaign
website
experience
towards
a
Content
Marketing
approach
(less
ads,
more
stories)
our
team
has
over
three
years
dramatically
reduced
our
Cost
per
Visit,
increased
overall
Elow
of
qualiEied
trafEic
to
campaign
landing
pages,
and
created
a
highly
optimized,
highly
strategic
consumer
funnel
that
yielded
a
CPV
of
.94
in
the
^irst
half
of
2015.
How
cool
is
that?
THE
OPTIMIZATION

10. THANK
YOU
FROM
CONTACT
US.
20
Jay
Street,
Suite
430
Brooklyn,
NY
11201
Phone:
212-­‐226-­‐3493
www.mustacheagency.com
JOHN
LIMOTTE
Founder/Executive
Producer
Email:
johnl@mustacheagency.com
TODD
GRIFFIN
Head
of
Accounts
Email:
toddg@mustacheagency.com
Phone:
646.326.9102
JEFF
CAMBRON
Director
of
Marketing
Email:
jeffc@mustacheagency.com