Utrecht Airport: Our Runway at the Holiday Fair

The Great Digital Take-Off: How We Put the Vakantiebeurs on the Map

Sometimes the journey is just as important as the destination. For the Vakantiebeurs in Utrecht, we were part of a complete 'departure terminal' that took visitors on a virtual trip. A runway was laid out on the floor, with the backdrop of the Vakantiebeurs. Surrounded by a jungle of tropical plants and a carefully stacked collection of vintage suitcases, three real, characterful airplane seats were ready for an unexpected journey.

Visitors were invited to take a seat in these chairs, surrounded by an authentic travel atmosphere. No plastic replicas, but airplane seats with a story. A fully digital photo booth, featuring a striking 'Vakantie. beurs' screen and a perfect ring light, captured these moments.

Here lies the clever marketing strategy: by deliberately choosing a 'no prints' policy, we encouraged immediate sharing on social media. Why let a photo disappear in a bag when it can go 'on air' on Instagram and TikTok? Visitors scanned a QR code and their digital travel memory was instantly shareable, complete with a personalized overlay. This created an organic wave of online wanderlust, with maximum reach and strengthened brand associations with the Vakantiebeurs. The project demonstrated that perfect social media marketing sometimes starts by leaving out the physical.