Hairbraiding at the Gambia stand on Dutch Holiday Fair
As a PR-agency, we are forced to think creative and to think out-of-the-box. A case study on creative thinking.
Our client The Gambia attended the Dutch Holiday Fair for the first time this year. Each year the Holiday Fair, known as 'De Vakantiebeurs', is held in the city of Utrecht and is the source for holiday inspiration and motivation. As an event which can be compared to the British WTM and the German ITB, de Vakantiebeurs is the place where tourists and destinations can meet and get to know each other.
As said before, The Gambia attented the fair for the first time this year. Currently the destination is relatively unknown among the Dutch. To get them acquianted in a very low-level but cultural way, Baltus Communications has arranged a traditional African hairdresser to braid the hair of visitors at the stand. In combination with the brand-new Dutch Facebook page for The Gambia, this action is a creative way for the destination to get in touch with potential visitors.
Visitors who had their hair braided with traditional braids, were asked to upload a photo of their braid to the Facebook page of The Gambia, www.facebook.com/gambiaNL and automatically entered a competition to win a goodie bag filled with Gambian products. By intiating this activity, we create traffic and interaction with potential visitors and expand our reach on social media. For visitors it is a fun addition to their visit to de Vakantiebeurs.
We corporate together with a professional African hairbraiding lady from www.afrocurls.nl
The Holiday Fair took place the January 15 -19 in the Jaarbeurs in the city of Utrecht and was visited by 117.000 people, 13% more than in 2013.
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