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Lonely Planet #3 Best in Europe – press

European Capital of Culture 2018

In May 2018, Friesland was awarded the #3 Best Destination in Europe award by Lonely Planet. This supreme title is seen as the Michelin award of travel and tourism destinations. It is awarded based on a multitude of factors, including a vote by all editorial teams of Lonely Planet across the globe, as well as 200 independent travel journalists.

Our marketing strategy was specifically aimed at inviting high-exposure travel journalists to visit Leeuwarden and Friesland to generate earned media attention. This strategy was first implemented in late 2016 with the exhibition about Sir Lawrence Alma-Tadema in the Museum of Friesland, and continued throughout into 2018. Because Friesland had attracted so many individual journalists – and had also reached three European Lonely Planet editorial offices – we generated enough traction to be selected for the shortlist of Best in Europe destinations.

Images by IMAZZO – Marouschka Huidenkoper
Video by Artisan Creatives