In 2013 Marseille Provence was the European Capital of Culture.
To benefit from the occasion, the Netherlands Ministry of Culture decided to promote Dutch art and culture and maintain a presence at the many artistic events involving Dutch artists throughout the year. Houltonsmets was commisioned to create a concept for the campaign which involved an event website, a PR campaign with social media management and press trips. For this project we were joined by Noepy Testa, a communication consultant specialising in Dutch culture and Clara Moreno who was in charge of the PR campaign.


Our solution was to create the Oh Pays-Bas ! campaign (a word play on Au Pays-Bas signifying In the Netherlands. The website provided event information and resources on all activities, accompanied by an active facebook campaign. The website attracted 7500 unique visitors per month, and the PR campaign generated over 150 press articles across France and the Netherlands.

“Houltonsmets proved themselves to be a tailor-made team capable of adapting to the requirements of our project. They have a sixth sense for understanding and communicating the messages we wanted to get across with this project”.

Han Grooten-Feld – Chargé de mission for Culture & Communication, Royal Netherlands Embassy Paris