Family Flamingo.
Visit Oost
Super unexpectedly un-Dutch stories.
Visit Oost is an initiative by Marketing Oost and puts the province of Overijssel on the map. Thanks to Visit Oost, you can discover you don’t have to travel far to experience the most beautiful things.
Adversary:
The image of Overijssel, or rather, the lack of one. For many Dutch people outside this province, Overijssel is relatively unknown.
Yeah Right. Flamingos?
In Overijssel?
It’s absolutely true.
Flamingos in the IJssel? It sounds made up, but in April 2020 these pink, tropical birds set foot in Overijssel for the first time. It was a remarkable event, but unfortunately, many people didn’t get the chance to see these exotic birds in person due to a strict COVID-19 lockdown.
To introduce people to the flamingos, we developed a series of different stories. “Where is the Flamingo Family on vacation now?” These stories could be read via Instagram Stories and on the website of Visit Oost. In collaboration with illustrator Bycen Molenaar, the stories were brought to life with cheerful and engaging illustrations, giving the Flamingo Family a unique personality.
A picture book. But different.
A pink cherry on top.
During the lockdown, the Flamingo Family gave the residents of Overijssel something to enjoy from behind their windows. It encouraged pride and connection. After all, it’s quite special when these magnificent birds choose to nest in Overijssel. In addition to the Flamingo Family, we also developed a brand campaign for Visit Oost that ran at the same time. In this campaign, we positioned the province’s nature and culture as something non-Dutch. The arrival of the flamingos? That was, of course, a pink cherry on top!
What smart creativity can do. We made Visit Oost talk of the town and boosted brand its awareness and supported the sales initiatives.
Increase in Overnight Stays
Increase in Brand Awareness
Lovie Awards
