Visit Aalsmeer: from tourist office to strong regional brand

Client: Visit Aalsmeer (Municipality of Aalsmeer)
Period: 2017 – 2024

In seven years, Visit Aalsmeer has grown into a modern regional brand with a clear identity and a contemporary marketing approach. Sherpa’s Stories developed a strategic vision for Visit Aalsmeer that emphasises the unique identity of Aalsmeer. The translation of this vision into marketing campaigns resulted in, among other things, the Wild Aalsmeer campaign and the sustainable water sports campaign. With flowers and water at its core, we translated the identity into a new house style, a revamped website, effective social media strategies and impactful campaigns.

Approach

The process began with the development of a future-proof strategy based on data analysis and storytelling. This vision tied in seamlessly with Aalsmeer’s core values: flowers and water. The translation into concrete marketing actions included:

  • A revamped corporate identity and contemporary website
  • Development of social media channels and successful Instameets
  • PR publications and online campaigns focusing on sustainable water sports and nature
  • Innovative projects such as the Wild Aalsmeer documentaries

During the coronavirus pandemic, Visit Aalsmeer was one of the first destinations in the Netherlands to launch the “Buy more locally” campaign, which supported the community and local businesses.

Impact

  • Successful transition from traditional tourist office to strong and recognisable regional brand
  • Clear positioning around flowers and water
  • Growth from 1,500 to almost 95,000 unique website visitors per year
  • More than 16,000 followers built up via Instagram, Facebook and LinkedIn
  • International attention through mentions in The New York Times and The Daily Mail

Campaigns

Visit Aalsmeer’s strategic direction took shape in powerful campaigns, with nature and water sports at their core. By linking compelling stories to sustainable recreation, the visibility and appeal of the area grew. Two campaigns made a real difference thanks to their impact and reach.

Wild Aalsmeer

This campaign showcased the rugged nature of the Westeinderplassen: a hidden paradise full of unique flora and fauna, right in the middle of the Randstad. A short nature documentary, narrated by Gerard Joling, reinforced Aalsmeer’s image as a nature destination. The campaign reached over 3 million people.

Sustainable Water Sports in Aalsmeer

Through the “Discover Water Sports in Aalsmeer” campaign, we focused on sustainable activities such as stand-up paddleboarding, electric boating and canoeing. The Westeinderplassen were positioned as a green recreational area close to the city. The campaign reached more than 1.7 million people.

It is my pleasure to warmly recommend Isabel Mosk, Sherpa’s Stories, as a leading expert and professional in the field of tourist destination development and marketing. Over the past seven years that I have worked with her, she has transformed Aalsmeer into Visit Aalsmeer based on her vision, strategic insight and experience. Thanks to her dedication and commitment, Visit Aalsmeer has become an appealing tourist attraction that attracts visitors from across the region, the country and abroad.

Based on the core themes of flowers and water, Isabel has created a unique and recognisable identity for Aalsmeer with Visit Aalsmeer. Visit Aalsmeer has been developed into a modern and appropriate corporate identity, supported by a revamped, user-friendly website with effective social media strategies and impactful promotional campaigns.

What makes this achievement even more remarkable is that Isabel has successfully maintained her strategic approach even during the challenging period of the coronavirus crisis. In doing so, she has carefully safeguarded the interests of both the residents and businesses in Aalsmeer.

Given her proven expertise, experience, commitment and enthusiasm, I am convinced that Isabel is very capable of putting a destination on the map and adding value to future projects in the tourism and recreation sector. Her work demonstrates a good understanding of the tourist, recreational, cultural and economic aspects of destination development, which makes her an exceptional professional.

Jean van der Hoeven
Policy Advisor, Municipality of Aalsmeer / Amstelveen