THE Netherlands Board of Tourism has launched a three-year marketing campaign to promote motoring holidays and lesser-known cities in Holland.
Trade marketing, which will cost £1m for 2000, is under way already with a mail shot to agents to raise awareness of The Hague, Rotterdam and Maastricht.
Consumer advertising, also costing £1m for 2000, is due to start on January 1. The total budget for next year of £2m is about £150,000 up on 1999.
Director UK and Ireland Jos Vranken said previous marketing had been based on too many different objectives.
The new three-year plan is more focused and will give tour operators product to sell outside Amsterdam, where it has become difficult to find beds at an acceptable price because the city is always full.
“We are not turning our back on the capital, which we recognise is a very important market, but we know that operators are looking for alternative to Amsterdam,” he said.
“Motoring holidays and the cities are products that already exist but are not well known. Our job as a tourist board is to look at what we can do now to support business in these cities.”
Vranken said it was important to kick off the trade campaign ahead of the consumer advertising so agents would be able to respond to inquiries from clients.
“The trade in the UK plays a major role.
“There is no point in consumers asking for a product if agents do not know about it,” he added.