SOURCE: Netherlands Board of Tourism & Conventions

Netherlands Board of Tourism & Conventions

May 14, 2013 10:00 ET

What You Call Cool, We Call Holland

Discover the Birthplace of Cool With New "Holland. The Original Cool." Campaign

NEW YORK, NY--(Marketwired - May 14, 2013) - Were you among the first of your friends to start biking to work or shopping at vintage boutiques and organic farmers' markets? Your answer may be yes, but a new marketing campaign launched today called "Holland. The Original Cool." shows travelers that what is now considered cool in America has been part of the cultural fabric of Holland for centuries.

Through this new multi-year campaign, the Netherlands Board of Tourism & Conventions (NBTC), KLM Royal Dutch Airlines, Amsterdam Marketing, and Amsterdam Airport Schiphol targets American travelers and invites them to explore and embrace Holland, a country that has always had a cool attitude toward art, design, architecture, eco-consciousness and more.

Curious about what makes Holland the birthplace of cool? Trend-seekers can start their journey by visiting, where Dutch guide Pim de Koel will take them on a whirlwind tour of Holland, starting with the city of Amsterdam. This is a significant year for Amsterdam as the capital city is celebrating milestones including the 400th anniversary of the UNESCO-awarded canal ring, reopening of the Rijksmuseum and completion of the Museumplein (Museum Square), and even the first King in more than a century.

Pim's itinerary encompasses all things cool, like exploring state-of-the-art museums, biking through colorful neighborhoods, boating on picturesque canals, and enjoying a vibrant nightlife. Through video, photo galleries and blogs, visitors to the campaign will be given a detailed look at modern life in Holland. For those ready to pack their bags, travelers can easily book KLM flights into Amsterdam Airport Schiphol, voted Europe's best airport in 2012, and reserve five-star accommodations directly from the campaign page.

"The best place to start discovering why Holland is the original cool is with a visit to Amsterdam in 2013," said Rosina Shiliwala, Director, NBTC North America. "Together with our partners and a little help from Pim de Koel, Americans are sure to learn something new about Holland and be inspired to check out just how cool it is."

The coolest way to get to Amsterdam is with KLM Royal Dutch Airlines, which has made air transport more sustainable via weekly bio-fuel flights. Offering daily non-stop flights from eight gateways across the United States, American travelers will arrive at Amsterdam Airport Schiphol fresh and ready to explore. Amsterdam Airport Schiphol is located only 20 minutes from Amsterdam and connected to the city via continuous direct trains. For those coming and going with time to spare, the airport offers many unique amenities like the world's first airport library, innovative restaurants like Dutch Kitchen, and even an annex of the Rijksmuseum. For more information on the campaign, please visit

About NBTC
The Netherlands Board of Tourism & Conventions (NBTC) is responsible for the global marketing of the Holland brand. To do this diligently, NBTC has established itself as an authority when it comes to research, branding and marketing (including consumer marketing) for Holland. For more information and trip planning ideas, please visit or follow us on Twitter or Facebook.

About KLM Royal Dutch Airlines
KLM Royal Dutch Airlines was founded in 1919, making it the world's oldest airline still operating under its original name. In 2004, Air France and KLM merged to form AIR FRANCE KLM. The merger produced the strongest European airline group based on two powerful brands and hubs -- Amsterdam Airport Schiphol and Paris Charles de Gaulle. The group focuses on three core businesses: passenger transport, cargo and aircraft maintenance. KLM is a member of the global SkyTeam airline alliance, offering customers an extensive worldwide network. The KLM network connects the Netherlands to every important economic region in the world and, as such, serves as a powerful driver for the economy. KLM Corporate Social Responsibility initiatives are available on a dedicated website: For more information, visit or follow KLM on and

About Amsterdam Marketing
Amsterdam Marketing was established in January 2013 as the new organisation responsible for city marketing in the Amsterdam Metropolitan Area. We focus on the residents, visitors and companies in this region and use countless city marketing activities that are fundamental to a thriving modern day metropolis. As such, we actively contribute to promoting the Amsterdam brand using the renowned I amsterdam motto. For more information, please visit

About Amsterdam Airport Schiphol
Amsterdam Airport Schiphol is Europe's fourth largest airport in passenger numbers and third in cargo volumes in 2012, welcoming 51 million passengers and processing 1.5 million tons of cargo. A total of 101 airlines offer direct flights from Schiphol to 317 destinations all over the globe. This makes Amsterdam Airport Schiphol an important Main Ports (or hubs) in Europe. It is also one of the two European home bases of Air France-KLM and the SkyTeam alliance. In addition, Schiphol is an important contributor to the regional economy, providing employment for around 170,000 people. Amsterdam Airport Schiphol is part of Schiphol Group, an operator of airports in the Netherlands and abroad. It is Amsterdam Airport Schiphol's vision to be and remain Europe's Preferred Airport. See

Contact Information

  • Briana Papa
    Netherlands Board of Tourism & Conventions
    Email Contact