role: creative director
agency: mustache

Holland Board of Tourism (USA) Integrated Campaign / Social Campaign

One of the most successful video content campaigns in the travel space, the award-winning "Holland. The Original Cool." campaign ran from 2013 to

Mustache's core assignment was to effectively engage a target audience of young, educated, affluent, urban-skewing travelers to consider Amsterdam-perhaps for the first time-as a preferred travel option, challenging their notions of what experiences Holland had to offer.
Our key insight: What much of our target audience loves and seeks in travel-authentic experiences, artisanal goods and services, cutting edge art and design, eco consciousness, openness, tolerance, and progressive values-has been central to Dutch culture for centuries! Key wins:

4 million total video views

Coverage in hundreds of online media outlets (over 100)

500k consumer engagements

Inbound US arrivals to holland increased 5% year over year from 2013-2150, and 15% in 2016 Winner 

Best online travel video - communicator awards

Best branded content - BTC - communicator awards

Winner - travel weekly magellan awards

Winner - HSMAI Adrian Awards