Published on: 28 November 2017
From lightboxes to digital screens and from in-store promotions to pop-up stores, cheese was the name of the game at Schiphol in October. Old Amsterdam developed rather a taste for the airport, with an extensive campaign for travelers from Schengen and non-Schengen countries. For instance, visitors were tempted to take a delicious piece of Holland home with them. And they did so on a big scale.
From national treasure to international pleasure
The aim of the campaign was to get travelers from abroad to buy a tasty souvenir to take home with them, thereby familiarizing them with Old Amsterdam. By so doing, this traditional Dutch brand could go from being well-known in Holland to enhancing brand recognition abroad and expanding its international market share.
The perfect media mix
The campaign was aimed at passengers traveling from Schengen and non-Schengen countries, which is why most of the Old Amsterdam promotional activities took place in Lounges 1, 2 and 3. This was where the brand attracted visitors’ attention via advertisements on lightboxes, digital screens, promotional areas, in-store promotions and more. In the pop-up store in Lounge 1, travelers even got the chance to literally taste one of the best things about our capital city: a delicious piece of Old Amsterdam. Irresistible!
“We wanted to build our brand image and brand equity for our international consumers, and grow our sales abroad. Through this promotion, we created more awareness and enhanced our brand image in this target audience’s eyes.” - Roos Verpalen, Brand Manager for Old Amsterdam