Dark Sky Terschelling won the Gold Award in the Campaigns category at the Grand Prix Content Marketing. Kruidvat’s campaign was awarded silver, and Axe took bronze. Terschelling can now call itself the successor to the Rijksmuseum, which took first place in 2023 with its Dichterbij Vermeer campaign. The campaign was commissioned by the Terschellinger Ondernemersfonds foundation and implemented by Sherpa’s Stories.
Red Online Marketing was jointly responsible for the online strategy and the campaign’s success. The Grand Prix Content Marketing is organised by MarketingTribune (BBP Media) and the Genootschap van Contentstrategen.
The Grand Prix Content Marketing recognises and rewards the best examples of content marketing.
The awards are judged based on strategy, creativity, and results, and are presented to the best content strategies – meaning: “the structured use of content to achieve predefined objectives.”
Content marketing fundamentally requires a long-term approach. Within this, campaigns can play an important role – as drivers or accelerators. In this category, the jury places particular emphasis on strategy: while broad reach and creative content are important, were the objectives, target audience, channel strategy, measurability, and potential mid-course adjustments thoroughly considered beforehand?
Dark Sky Terschelling emerged as the top entry in the Campaigns category.
With this, the island wants to show that you don’t need to be an astronaut to admire the stars. You can do that on Terschelling. According to the jury, the campaign expresses this very well:
“This case is unique on all fronts – even the unique selling point is unique. It takes courage to commit to a commercial goal, namely more overnight stays on the island. On top of that, the content is truly stunning.”
A Dark Sky Park is a protected natural area where darkness and silence take centre stage. Preservation helps protect nocturnal wildlife and the astronomical experience. This makes Terschelling particularly suitable for amateur stargazers, but also for professional astronomers. Not only at De Boschplaat, but across the entire island, the radiant night sky can be admired.
Contribution of Red Online Marketing to the award-winning Dark Sky Terschelling campaign
Red Online Marketing supported the Dark Sky Terschelling campaign by developing a targeted online strategy. We focused on maximum reach and high-quality website traffic. For this campaign, we selected the target audiences “adventure seekers” and “insight seekers” and reached them through META (Facebook and Instagram) as well as DV360. This resulted in broad visibility, wide reach, and additional website visits. In this way, we helped strengthen Terschelling as a travel destination and increased awareness of the island’s unique stargazing experience.
The campaign was carried out by Sherpa’s Stories on behalf of the Stichting Terschellinger Ondernemingsfonds, in collaboration with VVV Terschelling, Rederij Doeksen, and Melis de Vries (founder of Dark Sky Park), as well as Staatsbosbeheer. Sherpa’s Stories worked on the campaign together with Far Beyond, Red Online Marketing, and Built For Comfort Communications.
