Every year, the Insiders Awards highlight the most inspiring campaigns in the tourism and destination marketing industry. From innovative storytelling to strong collaborations-the nominees show how to highlight a destination in a creative and impactful way.
Not everyone went home with an award, but some campaigns deserve extra attention. Because they are innovative, have a rock-solid strategy or simply show how to really bring a destination to life. That is why we highlight four of our nominees here.
The most striking campaign
Not a standard travel guide, but an invitation to wander. With the campaign Reisdagboek: ontdek wad, bewaar wadden, Visit Wadden encouraged visitors and residents to explore the Wadden area in a sustainable way. The 100-page travel diary-dispersed in countless places-became a tangible companion, full of inspiration to explore and record memories without a fixed itinerary. From villages and churches to the sea dyke and salt marshes, every spot brought a new story, every season.
Online, travellers shared their favourite places via an interactive map, which created a lot of engagement and an extra layer of experience. Collaborations with inspiring brands and influencers reinforced the sustainable message. A campaign that shows how conscious choices and a strong focus contribute to future-proof tourism. A powerful example of how to not only visit a region, but also preserve it.
The most innovative storytelling
Noordwijk, known as the 'City of Space', brings space and experience together with The Space Bike Tour. This augmented reality bike tour connects Noordwijk's space locations and lets visitors discover in an accessible way how space affects our daily lives. No ordinary bike tour, but an interactive journey through innovation, science and sustainability.
The tour can already be downloaded and cycled now, but the official launch will follow in April, at the start of the cycling season. Developed for a wide audience: from curious tourists and visitors to Space Expo to schoolchildren and residents. Even those who know little about technology are effortlessly drawn into the story. Partly thanks to astronaut André Kuipers, who tells you everything along the way. With this campaign, Noordwijk Marketing proves that a strong vision and innovative means can put a destination in the spotlight in an innovative way.
The strongest marketing collaboration / cross-over
The Belgian coast is more than beach and sea. With the campaign Masterpieces of the Sea, Westtoer invites you to discover the region's cultural gems. Ten coastal municipalities and cultural players joined forces to present art and culture in an accessible way. The Coast is a tourist destination for the four seasons. Even outside the summer high season, the Coast offers many assets. The many museums, exhibitions and the Beaufort sculpture park bring stories that stimulate the senses.
This campaign invites you to look beyond the familiar beaches and embrace the art the region breathes. Whether you are an art lover or just want to be surprised, the coast offers stories in every corner. 'Masterpieces of the Sea' shows how to enrich a destination through the power of collaboration.
The best 360 omnichannel approach
Almere is not a city you look at-it is a city you experience. With the campaign Almere, Work of Art, Almere City Marketing invites residents and visitors to see the city as it was meant to be: as a living work of art. A place where architecture, art and nature come together in a bold composition.
This campaign went beyond just a pretty video. With a smart 360-omnichannel approach, Almere became visible and experienceable in all sorts of ways. From routes that take you past architectural highlights to an Instameet in which influencers captured the city through their lens. Outdoor advertising, social media and collaborations with local creators reinforced the story, making the city not just presented, but really experienced.
These nominated campaigns show how, with the right approach, you can highlight a destination in an innovative way. Each example offers inspiration for the future. Curious about more special cases? In part 2 of this series, we highlight four more nominees.
