Tourism strategy and storytelling for Terschelling
Client: Terschellinger Ondernemersfonds
Period: 2018 – present
Result: Effie Award, Grand Prix Content Marketing Award, Purposeful Brand Award, Digital X Award
Terschelling wants to strategically strengthen tourism: better distribution throughout the year, attract new target groups and, at the same time, safeguard its own identity. Commissioned by the Terschellinger Ondernemersfonds, Sherpa’s Stories has developed a widely supported tourism strategy and a marketing communication approach that brings the story of the island to life.

Approach
The process began with the development of a future-proof tourism strategy, through interviews, interactive sessions and the design thinking method. Local entrepreneurs, residents and organisations were actively involved from the outset, which led to broad support and a joint course of action.
This was followed by the translation into a marketing communication strategy, with storytelling as its foundation. We invested heavily in our own channels, social media, newsletter and website, and step by step built a recognisable and attractive brand story for Terschelling.
The island’s visual identity was also developed in co-creation with creative minds from Terschelling itself. The result: an authentic visual style that fits the soul of the place and is embraced by the community.
Impact
- A widely supported tourism strategy developed in close collaboration with island entrepreneurs
- Four leading marketing awards won: Effie Award, Grand Prix Content Marketing Award, Purposeful Brand Award, Digital X Award
- More than 90,000 followers built up via social media, newsletter and website
- Demonstrable behavioural change: campaigns led to more bookings in the early and late seasons
- Broader support and increased brand awareness for Terschelling
Campaigns
The tourism strategy and storytelling came to life in a series of powerful campaigns. Three campaigns stood out for their impact and creativity, and were recognised with leading marketing awards. They reinforced the island feeling, appealed to new target groups and made a concrete contribution to spreading visitor numbers throughout the year.
Dark Sky Terschelling
This campaign capitalised on the opportunity to see the starry sky in one of the darkest places on earth: Terschelling. The Dark Sky experience brought together wonder, silence and pure nature. The aim was to raise awareness, inspire and motivate people to visit. The campaign won several awards, including an Effie Award.
Terschelling All-Inclusive
With a nod to classic all-inclusive holidays, we focused on the unique experience of Terschelling: freedom, nature and island life. Islander Sil Cupido personally welcomed all holidaymakers in our playful campaign. TerschellingAllinclusive.nl made it clear: Terschelling doesn’t need all-inclusive, the island’s natural riches are the real attraction. Awarded the Digital X Award.
Zen on Terschelling
“Zen on Terschelling” positions the island as the place to be for families seeking peace, nature and connection. Even the most energetic children turn into little Zen masters here. The central message: a peaceful holiday for the whole family? Come to Terschelling.