The Dutch government is going to stop promoting the country abroad as ‘Holland’ and will instead use The Netherlands’, marketing magazine Adformatie said on Thursday.
The detailed plan will be published later this year, but a group of marketing professionals were briefed on the change earlier this week. The aim, the magazine said, is to be less promotional and more about content.
The Netherlands currently promotes itself as Holland.com, illustrated in marketing literature by an orange tulip.
The new strategy means, the Netherlands will present itself to the rest of the world as ‘co-creating pioneering solutions to global challenges’, Adformatie said.
Read more at: Dutch change international branding: Holland becomes The Netherlands - DutchNews.nl
The detailed plan will be published later this year, but a group of marketing professionals were briefed on the change earlier this week. The aim, the magazine said, is to be less promotional and more about content.
The Netherlands currently promotes itself as Holland.com, illustrated in marketing literature by an orange tulip.
The new strategy means, the Netherlands will present itself to the rest of the world as ‘co-creating pioneering solutions to global challenges’, Adformatie said.
Read more at: Dutch change international branding: Holland becomes The Netherlands - DutchNews.nl
