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Friesland gives you everything a faraway destination does, but does it without without the distance, cost or complexity.
With its own language, strong cultural identity and broad coastal landscapes, Friesland very much feels like a country of its own. Yet for many Dutch travelers, it remains overlooked as a holiday destination.
This project set out to challenge that perception. Not by selling Friesland as a local getaway, but by reframing it as an alternative to crossing borders. By revealing the region’s diversity we positioned Friesland as a place that feels like stepping into another world whilst staying surprisingly close to home.
Dutch travellers often associate holidays with distance. The further away, the more it feels like a real break. Friesland however has everything it takes to not just compete with domestic destinations, but with the emotional pull of traveling abroad.
People don’t travel for geography alone. They travel for the feeling of stepping into another world. Friesland already offers that sense of difference through its language, rhythm of life and landscape. It however needed to be reframed as an experience that fulfils these broader holiday needs.
We positioned Friesland as a domestic world trip. A place that delivers the benefits of traveling abroad without the distance, cost or complexity.
The campaign focused on showcasing the region’s unique identity and variety, whilst drawing direct comparisons to international destinations. The result is a fresh narrative around Friesland, inviting people to rethink what is already in reach as a conscious choice for anyone willing to explore new ground.
