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National Tulip Day 2012

Pick your own: tulips from Amsterdam.

This promotion took place in the Netherlands.

On Saturday the 21st January 2012 the first National Tulip Day took place. On this day a tulip picking garden was laid on the Dam. Everyone who visited it could pick a free bunch of ‘tulips from Amsterdam’. The tulip garden was approximately 2,500 square meters and had the shape of a huge tulip. There were around 20,000 tulips in a range of colours, ready to be picked.

Campaign goal
The National Tulip Day officially opened the tulip season and was an annual event which always takes place on the third Saturday of January. This is the way we tell the consumer that the tulips are on the shelves again and it also helps the florists. They can join in the campaign by using the available (digital) promotion material. The event is an initiative of Dutch tulip growers. They create the event, together with Tulip Promotion Netherlands (TPN) and the Flower Council.

So: Just like in the Netherlands when the first container of herring is opened it signals the beginning of the herring season, we create a moment to mark the beginning of the tulip season. This is a moment which can be repeated each year to build recognition: bring spring into your home with tulips!

In this film, Dutch is spoken.

Results
• More than 10,000 people had a unique tulip picking experience

• More than 1,000 messages appeared in a range of media

• In total more than 10 million people were reached with this message via the media: The tulip season has begun again, bring the ultimate spring feeling into your home!