3. Introduction
Arts Holland was initiated as a national and non-commercial project by the
Ministry of Education, Culture and Science, the Ministry of Transport and the
four major Dutch cities in Holland. Its aim is to reinforce the position of arts
and culture in the Randstad, which is Holland‟ most densely populated region
that incorporates the cities of Amsterdam, Rotterdam, Den Haag, and Utrecht
and their outlying areas.
Arts Holland unites all the Dutch cultural institutions under one brand,
focusing on the interconnection. Working together with multiple major
organizations in the field of arts, culture, communication, transport, creative
industry and technology, Arts Holland strengthens and supports the services of
these existing organizations. Arts Holland enables her partners to excel in their
own domains and creates connections and new opportunities.
This report shows the different activities undertaken in 2012 and includes the
results thereof.
4. Executive Summary
Overall objective: To position the unique and high quality cultural Dutch
product in an innovative way to the US and UK cultural tourist.
KPI‟s (2012 & 2013):
• Improve the cultural image of the Randstad area and generate arrivals of
cultural tourists.
• Increase of 15 million Euros on expenditure by international cultural tourists
in Holland.
• Media value of 2 million Euros
• Online contact moments: 100 million
• 4 newly developed Apps in line with the marketing campaign
Timing: 2012 & 2013
5. Executive Summary
Target group: Purposeful Cultural Tourist (PCT) - culture is the key motivator
for going on holiday abroad. He prefers short holidays and city trips and he
is well informed on the area he is going to visit. He is highly educated and
spends relatively much money on his holiday.
Media approach: A combination of online and social media advertising,
bloggers, PR, development of an open data platform for realization of Arts
Holland apps.
2012 combined results (US/UK)
Online contact moments: 65,320.302
Media Value: € 1,478.676
Average banner CTR %: 0,16%
App Developments: 3 example apps
6. Contents
1. Marketing & Communications
# PR
# Advertising Campaign
# Social Media
# Arts Holland Website
# Blog community
# Arts Holland Magazine
2. Arts Holland Open Data Platform
# Overview
# Demonstrator Apps
3. Cooperation Culture / Tourism
10. Arts Holland Press Launch
26 June 2012
30 quality journalists, ranging
from Marie Claire, Sunday
Telegraph, Press Association,
naar aMuse en RA magazine
present.
14. UK Press Clippings Overview
DATE OF
TITLE ARTICLE CIRCULATION VALUE £ SUMMARY
Holiday Heaven on Earth 01/03/2012 1,000,000 £120,000.00 The Hague, the Royal City
Metro (Ireland) 10/04/2012 198,000 £8296.68 IJing to get there, the new Eye Film Museum
thetraveleditor.com 05/07/2012 5,321 £501.00 Rotterdam Philharmonic Gergiev Festival
Theculturalvoyager.com 15/08/2012 45000 £1,500.00 The road to Van Eyck
aboutmygeneration.com 16/08/2012 45000 £1,500.00 The road to Van Eyck
Group Leisure {Main} 01/09/2012 8,000 £6,863.72 Go dutch
The Daily Telegraph {Travel} 22/09/2012 584,089 £28,765.30 Time to take a plunge into a big Dutch 'bath tub'
ArtMag 01/10/12 20,000 £1,500.00 Something old, something new
www.theculturalvoyager.com 01/10/12 45,000 £1,500.00 Amsterdam, the Golden Age continues
www.aboutmygeneration.com 01/10/12 70,000 £1,500.00 Amsterdam, the Golden Age continues
MSN UK (Travel) 02/10/12 17,400,000 £57,569.25 The new kid on the block
Art Wednesday 05/10/12 50,000 £2,500.00 Art in Amsterdam
The Independent on Sunday 21/10/12 122,588 £33,050.00 The Road to Van Eyck 5*
International Life 22/10/12 50,000 £8,750.00 Rotterdam, the new Amsterdam?
The Arbuturian 29/10/12 70,000 £5,687.00 Rotterdam: Manhattan and Naughty Gnomes
Epoch Times 07/11/12 35,000 £1,500.00 Rotterdam
The Daily Telegraph {Travel} 17/11/2012 560,474 £26,129.82 Discovering Rotterdam's artistic side
Total Circulation 20,308,472
Total 2012 € 370,015.18 £307,112.68
19. Online Campaign UK
Objectives:
• Improve the cultural image of the Randstad area and generate increased arrivals of UK cultural
tourists
• Increase expenditure by UK cultural tourists in Holland and help to achieve the total target for
UK and US of a €15million increase in expenditure
• Drive traffic to the Arts Holland website and help to achieve the „contact moments‟ target for UK
and US of 100 million.
Strategy:
• To combine 2 types of media:
One site
partnership Networks including
multiple sites that
focus on driving traffic
One core site
that can
+
engage the
right audience
Display Networks
Site Specific
Advertising on a single
Networks that will drive
site using large and
targeted low cost traffic to
engaging formats
the site
20. Online Campaign UK
Tools:
• Call to action: Arts Holland, more art per square mile than anywhere in Europe,
visit now
• Two campaign bursts:
From 9th to 20th December 2012 (for results see table below)
From 14th Jan. to 17th March 2013 (to follow)
• Results:
Impressions Clicks CTR
Estimated Achieved % achieved Estimated Achieved % achieved Estimated Achieved % achieved
Google 13,800,000 7,412,710 53.72% 6,900 10,928 158,37% 0.05% 0.15% 298.24%
Total Media 5,520,000 479,282 8,68% 2,760 360 13,04% 0.05% 0.8% 160,00%
Guardian 4,996,736 1,016,974 20,35% 2,681 1,316 49,09% 0.05% 0.13% 260,00%
Total 24,316,736 21,938,283 90.22% 12,341 29,886 242.17% 0.05% 0.14% 268.42%
23. Online Campaign USA
Custom advertorials for each city Campaign active: December 2012 through February 2013
Total Unique Views: 1,326
• Advertising on www.artinfo.com Utrecht: 568
• With targeted impressions on: Amsterdam: 451
Homepage, Visual Arts,
Lifestyle, and Fashion channels The Hague: 158
Rotterdam: 149
30. Facebook KPI’s
Paid Impressions
Facebook visits to artsholland.com: 1.492
Average of 3,77 pages per visit.
Time spent on the site: 02:10 minutes.
Mobile: 382 visits.
Total page likes (Demographics & Location) December 31, 2012
31. Facebook KPI’s
Organic impressions
Total reach: 15,391,000 million organic impressions in 2012
35. Arts Holland Website
• A metamorphosis for the AH website during the summer of
2012
• Both the front - as well as back end was adapted to connect
the site on to the Open Data Platform
• Furtermore new functionalities and components were added,
such as the carousel, blog, editorials, tweets, distances, etc.
• Official launch November 1, 2012 of redesigned site
• Web visits 2012:
42. Blog community
• Just for the launch of the redesigned site, Arts Holland started
the Arts Holland blog in September 2012.
• Every month AH publishes a minimum of 15 blog posts,
written by a team of 10 art & culture professionals,
supplemented with contributions from local city experts.
• The posts include:
1) US blog posts Dutch events in the US
2) UK blog posts Dutch events in the UK
3) Orange Alerts collaboration with the Dutch Embassy
4) Dutch Dots collaboration with The Dots magazine
5) City blog local city experts share tips
6) Insiders locals write about visited events,
the hip & happening & other
highlights (2 bloggers per city)
45. Arts Holland Magazine
• June 21, 2012 the pilot issue of AHM was launched
• The magazine is a collaboration between the Dutch UITburo‟s,
NBTC & DCICC (formerly known as SICA)
• The magazine is aimed at the Art Afficionado
• AHM is published in an edition of 10,000 copies. In addition
to the offline issue, the magazine has also been made available
online. Online the magazine has currently received over 6,200
views.
• Contents, a.o.
- A short story by Dutch author Tommy Wieringa
- Affordable & transportable Dutch Design souvenirs
- Darlings on the go (cultural export)
- Dutch art collectors at home
- High end fashion
- Innovative food projects
- Sustainable architecture
46. Magazine Distribution
Date Year Event Quantity
Embassy events
Nov 16 – 18 2012 Toneelgroep Amsterdam 36
Oct 31 - Nov 4 2012 5 Dutch Days NY 144
Jan 26 - Jun 2 2013 Mauritshuis in SF 108
Feb 12 - 14 2013 Concertgebouw 72
Apr 3 - 5 2013 NDT 72
Jun 22 - Sep 29 2013 Mauritshuis in Atlanta 108
Oct 22 - Jan 12 2013 Mauritshuis in NY 180
NBTC events
Aug 12 - 13 2012 ASAE 11
Oct 9 - 11 2012 IMEX 50
Fall? 2012 NBTC event 144
Events
Sep 6 - 9 2012 Art San Diego 72
Sep 20 - 23 2012 Art Now Fair Chicago 72
Dec 4 - 9 2012 Art Miami 72
Dec 6 - 9 2012 Art Basel Miami 72
Jan 26 - 30 2013 NY International Gift Fair 72
Other
n/a 2012 Art Horizons International 25
n/a 2012 Ace Hotel NY 400
n/a 2012 Witzenhausen Gallery NY 72
n/a 2012 byAMT NY 72
Total 1854
48. Arts Holland platform
• What is the Arts Holland open data platform?
The Arts Holland open data platform provides developers free access to a rich
collection of interrelated data on tourism and culture so they can build smart,
innovative and contemporary applications for cultural tourists.
• Who participates?
Applications can be built by individuals and organizations using the data from the
platform. Everyone can help by building new applications, by making data available
for the platform or use the applications which include the open data from the platform.
51. Why an open data platform?
• Niche offer
The cultural and tourism in the Netherlands is high. Large
institutions and events are represented well via the 'traditional'
channels. Smaller theaters, venues, local fairs and markets are
represented less in these channels.
• Tailor-made experience
The Arts Holland Open Data Platform also allows finding niche
offers. This allows the tourist to receive a unique and customized
experience.
52. Who is using the platform?
• Apps development takes place at Colleges and
Universities
• Developers build from amateurism and out of
their own needs
• Existing services can be extended by using open
data
54. Linked open data
• What is linked data?
Linked (Open) Data is an international standard allowing data to be linked
together. When you search on “Nijntje" you will not only find the Dick Bruna
House but also the wikipedia page, the corresponding flickr photos and more.
• The new Internet
Linked Open Data has been the vision of Tim Berners Lee, the inventor of the
Internet. Information is currently interlinked by 'hyperlinks'. Linked data links
'data' together using standards. It makes large chunks of information more
accessible.
63. Surprise me
• Surprise me
„Surprise me‟ is a fine example of an application that uses linked open data from the Arts
Holland Platform. The application gives the user a random location within a radius of x
meters to be 'surprised'. On the spot the user will receive more information about the
location, possible events in the neighborhood etc.
• Cooperation HvA
The „Surprise me‟ application was created by 'to be honest', a group of HVA students. In
2012, two groups of HVA students have worked on ideas by using the Open Data
Platform as part of the Open Culture Data Challenge.
65. Data currently in Arts Holland
• 4.408 venues
• bijna 70.000 evenementen
• 13.419 Points of Interest
• 241 recensies, artikelen en blogposts
66. Walk me
• Walk me
At first sight „Walk me‟ looks like a simple application which lists events and points of
interest on a map. The interface is designed in a flexible way and displays routes between
different locations.
• Winner "Apps for Amsterdam" 2012
„Walk me‟, developed by Martijn Mellema, was the application winner of the Apps for
Amsterdam competition 2012.
68. Data currently in Arts Holland
• 4.408 venues
• bijna 70.000 evenementen
• 13.419 Points of Interest
• 241 recensies, artikelen en blogposts
69. Arts Tonight
• Arts Tonight
„Arts Tonight‟ is a unique idea which brings culture and tourism information straight to
the end user by linking to the offer. When a visitor to Amsterdam indicates he wants to
do something near Leidseplein he will receive a customized offer from the data of i.e.
Stadsschouwburg or Uitburo.
• Development
„Arts Tonight‟ is looking for financing of the development and will connect to the Arts
Holland platform with a new 'open tool' which all developers can then use.
71. Results
2012
Platform, beta, live The beta-version of the Arts Holland platform was launched in June 2012 during an event called
“Hack de Overheid. Currently around 100 API keys (entrance codes) to the platform have been
distributed to developers and interested parties.
Data Sources The platform currently contains more than 70.000 events of both NUB and the NBTC.
Promotion developers Arts Holland has manifested itself during the “Hack de Overheid hackathon”, the Open Cultuur Data
challenge and “Apps for Amsterdam”. Various parties follow the developments for integration within
their own applications.
Walk me Big success for Arts Holland Groot was the use of the platform by the winner of “Apps for Amsterdam
2012: Walk me”
2013 (plans)
Visualisation Waag Society is developing a visualisation of the current data in the Arts Holland platform. This will
make the platform more user friendly for data owners and enables clearer content for developers.
Call for participation Three parties will be invited to develop an application based on the Arts Holland data. Objective of
this call is to increase cooperation in the market and stimulate the usage of the platform.
Data sources The objective is to add 2 to 5 more data sources to the platform.
License Development of a uniform and transparent license for the usage of and data addition to the platform.
73. Cooperation Culture / Tourism
Objectives
- Build and strengthen ties between the cultural and
tourism industry in a structural way.
- Position Arts Holland 3.0 as the platform for co-
operation between the tourism and cultural industry
74. B2B
Activities
• Arts Holland Update Event
• Arts Holland presentations (ongoing)
• Co-operations with commercial parties (i.e. KLM)
• Arts Holland Forum (2013)
75. Arts Holland Update Event
• Tuesday 20 November 2012 at
Utrecht‟s Centraal Museum.
• Update around 70 guests on the
project during an Arts Holland
Update event.
• The re-designed Arts Holland
website was launched and the
Open Data Platform was
presented.
• Additionally, a preview of the first
official Arts Holland app was
offered.
