For VisitGo, Insiders went in search of the hidden gems on the island and captured the stories in text and images for inspiration.
Goeree-Overflakkee is full of special places and undiscovered stories. During this assignment, we discovered real hidden gems and brought them to life with catchy copy and atmospheric photography. How do we capture the island's characteristic atmosphere and put it on the map as a destination full of surprises? This question came to Insiders. Insiders' slow travel label, called Honeyguide, is an expert in finding unique and small-scale entrepreneurs and locations. For 12 villages, eight hidden gems per village were researched. These were then captured in photography and copy during and after scout days on the island.
The assignment: Research & scouting and photography days
The content assignment started with preliminary research. We used our expertise to track down unique locations and entrepreneurs and selected eight locations per village. In total, we included 12 villages in the research: Stellendam, Den Bommel, Goedereede, Melissant, Ooltgensplaat, Oude-Tonge, Stad aan 't Haringvliet, Herkingen, Sommelsdijk, Dirksland, Middelharnis and Ouddorp.
After the research, content creator Anne-Floor went on scout and photography days together with photographer Adriënne Wildeman. Each scout and photography day we visited a different village and its selected locations. These days were all about visual storytelling: the entrepreneurs and locations were captured on film. Videos were also shot and later shared as reels on Honeyguide's Instagram account. After the scouting and photography days, we wrote catchy copy for inspiring village pages and location pages.
Storytelling for the hidden gems
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Advisory report with hidden gems
The process started with an in-depth exploration of Goeree-Overflakkee. What does the island have to offer? We mapped hidden gems-from atmospheric picking gardens and hospitable hotels to cosy brasseries, vast nature reserves and unique concept stores. This resulted in an advisory report full of inspiring locations and stories, ready to position the island in a distinctive way.
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Visual storytelling
During the scouting and photography days, we crossed the island to capture the hidden pearls of Goeree-Overflakkee. Content specialist Anne-Floor van Nunen and in-house photographer Adriënne Wildeman visited atmospheric locations, met passionate entrepreneurs and captured their stories. Using authentic photography, they captured the unique atmosphere of each place: enriching material to powerfully present the island.
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Base pages and village pages
After the scout days, we brought the stories of Goeree-Overflakkee to life in copy. We wrote inspiring texts for each location visited. We also created village pages for VisitGo.nl, providing insight into the charm of each village.
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Posts by Honeyguide
Content specialist Anne-Floor van Nunen translated the charm of Goeree-Overflakkee into inspiring social media expressions via the Instagram account of slow travel label Honeyguide (@honeyguide.nl). With atmospheric images and catchy stories, she shared the island's hidden gems, which generated a flood of positive comments. In collab posts, she collaborated with @eilandgo to bring the charm of Goeree-Overflakkee to the attention of a wider audience.
Hidden gems on the island as reel
Campaign highlights - Facts and figures
100+
Local entrepreneurs photographed
In total, we created more than 1,000 images of hidden gems for the media bank.
103
Texts written for plaece.base pages
+ developed overview pages for 12 villages
8
Expressions on Instagram
- 5 reels posted at @honeyguide.co.uk
- 3 carousel posts at @honeyguide.co.uk
- Average reach of 3,500 per post
5
Expressions on TikTok
- 5 TikToks posted on @honeyguide.co.uk
- Played 800 times on average
A translation into village brochures
Visitgo's team did a wonderful job translating their online content into inspiring village brochures, full of local tourist offerings. The team enthusiastically let us know how much they enjoyed the fact that we at Insiders & Honeyguide discovered such special hidden gems. A great collaboration that puts the island even better on the map.
A selection of discovered hidden gems
Small-scale and local businesses are now being showcased in a wonderful way. They are given a platform alongside the island’s well-known hotspots. This is perfect for encouraging a more even distribution of visitors across the island.
Mie-Wah Pang | Marketeer Island marketing Goeree-Overflakkee
Meet the creators who discovered the hidden gems
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Amanda de Nijs
Content strategist
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Anne-Floor van Nunen
Content creator
Do you also have hidden gems at your destination?
What are the unique locations at your destination? How can visitors step off the beaten track? And how do you translate these places into images and text? We are happy to invite you for a no-obligation consultation at our office in 's-Hertogenbosch, online or at a hidden gem in your neighbourhood. Together, we will delve into your and our ideas.
Schedule a consultation with Britt