Dutch lakes: strategic vision and sustainable campaign
Client: Municipalities of the Hollandse Plassen, Province of South Holland and Holland Rijnland regional partnership
Period: 2021 – 2023
Sherpa’s Stories developed a strategic vision for the ‘Dutch Lakes’ that optimises the area’s potential. With clear positioning and a focus on sustainable water recreation, we guided the translation of this vision into concrete actions such as campaigns, social media strategies and a revamped website.
Approach
The process began with the development of a joint strategic direction, which focused on nature experience, sustainable water sports and regional connection. This vision was translated into:
- A strategic marketing and communication plan
- The “Experience the Dutch Lakes” campaign
- An updated website and social media approach
- Content creation focused on sustainable water sports and nature
Through storytelling and local cooperation, we brought the unique character of the lakes to life: a vast nature and water sports area in the middle of the Randstad.
Impact
- Clear positioning of the ‘Dutch Lakes’ as a sustainable water recreation destination
- Launch of the “Experience the Dutch Lakes” campaign
- Growth in online visibility and involvement of residents and visitors
- Strengthened cooperation between entrepreneurs, municipalities and province
- Inspire residents to make more active use of their own living environment
Campaign
The ‘Experience the Dutch Lakes’ campaign invited residents and visitors from the region to get out on the water and actively experience the area. The focus was on sustainable activities such as supping, canoeing, electric boating and windsurfing, matching the area’s natural values. A campaign website, social media videos and local events were used to highlight the versatility of the lakes.
