Again within the 90s, Amsterdam’s Hans Brinker resort was well-known for adverts by which it proudly declared itself to be the “worst resort on the earth”. Because of company KesselsKramer, the marketing campaign received loads of Cannes Lions and Effies.
In 2023 they’ve a brand new company – DDB Amsterdam – and a brand new positioning.
Any further, Hans Brinker needs to be “notorious” moderately than “well-known,” and the company, working alongside 180 Amsterdam, has created a marketing campaign to that impact. The inns look simply as unhealthy, however now the onus is on the loser company moderately than the awful rooms.
Hans Brinker’s new marketing campaign will transfer from conventional to digital media, with a give attention to always updating tales across the resort company.
Marie-Louise Henny, co-owner and director of Hans Brinker, mentioned: “We developed a brand new emblem that matches town of Amsterdam, upgraded the web site and in addition new design in and round Hans Brinker, suppose cleaning soap dispensers, door hangers, bicycles and merchandise. In the meantime we’re additionally creating the brand new restaurant that may open on 1st October that might be achieved within the Hans Brinker approach: boldly.”
Niels Bredemeijer, inventive director at DDB Amsterdam, mentioned: “Hans Brinker is each company’s dream to work for. They’ve the balls to take the model additional and the ambition to make it even larger. The brand new positioning, ‘The Notorious,’ is a few repute created by the extraordinary, unimaginable and distinctive tales of Hans Brinker’s company.”
Amsterdam is attempting to chop down on tourism, so promoting a resort within the metropolis can’t be straightforward.
Authorities have simply banned cruise ships from docking and spilling out vacationers, and just lately town conspired to point out warning movies describing the implications of extreme alcohol and drug taking to any Brits looking out on phrases like “stag celebration” or “low cost resort” in Amsterdam.
Hans Brinker may very well be doing the job for them moderately properly.
MAA inventive scale: 6