Dutch Creativity Hits the Road

It's Amsterdam in a van! Find out why the Embassy of Dutch Creativity is touring Europe this summer in a tricked-out camper van.

One of the hottest beaches in Cannes every year is the one occupied by the Embassy of Dutch Creativity – the trade mission of the country’s creative industry. But we all know what happened to Cannes, right?

Undeterred, Embassy “founding mother” (and regular AdForum collaborator) Kyra Roest figured that if people couldn’t come to the beach, she’d take the beach to them! Hence The Embassy Road Tour – an epic trip around European creative hotspots in a distinctive camper van.

The tour leaves Amsterdam on August 15, with Hamburg as its first destination. “We look forward to engaging with the creative industry there,” say Kyra, who will be among the team of Embassy ambassadors. 

Other destinations include Berlin, Munich, Paris, Milan, Barcelona, Vienna and Zürich, “depending on local regulations and travel restrictions that might change along the way.”

The objective is to engage with partners, talents, media and other stakeholders to celebrate Dutch creativity and innovation at an international level. The Embassy is also on a mission to promote the Netherlands – with Amsterdam as a leading creative capital – as the place to be for creative talents, businesses and supporters.

One thing’s for sure: thanks to the van’s colorful branding, everyone will see it coming!

There are still slots open for meetings, so feel free to drop Kyra a line: kyra@adbusiness.amsterdam


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