The history of advertising in the Netherlands.

At a glanceWith an exhibition of 150 classic advertising campaigns, the Dutch foundation for preservation of

the cultural-historical heritage of advertising ReclameArsenaal proved that advertising is a part of

our daily life and of cultural-historical value.

Situation AnalysisAcceptance of communications in general and advertising in particular is diminishing. Many

consumers defend themselves against advertising and accept less and less commercial

messages. The Foundation ReclameArsenaal (Advertising Arsenal) believed it was time to

share the cultural-historical value of advertising with the Dutch population and thus prove the

usefulness of advertising.

Objectives To show that advertising is a part of our daily life and of cultural-historical value, thus improving

the reputation of advertising. To attract 75.000 visitors to the exhibition.

StrategyAn exhibition was set up to make clear that advertising is inseparable from our Dutch heritage

and the times in which we live. The exhibition showed very recognizable advertising from

different time periods that told something about who we are and what values we use in

different periods. The 150 most talked-about advertising classics in Dutch history were selected.

The exhibition was the core for all other communication.

ImplementationThe exhibition ran from December 17, 2010 to February 28, 2011. Five months earlier the PR

programme was launched, culminating in the opening itself. The PR was supported by tv-spots,

billboards and – of course – advertising. Many different media (online and offline) were approached

for partnerships and informed about the unique nature of the exhibition. Editors received the book

‘100 years of advertisement classics’ and were invited to a preview of the exhibition.

ResultsThe PR programme resulted in a

continuous stream of media attention.

The opening of the exhibition was

mentioned in all national newspapers,

leading online media and in the two

largest national news broadcasts (NOS

News and RTL News). Eventually, this had

a media value of euro 650,000. In total

82.000 people visited the exhibition.

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