When New York’s Soubriet Byrne & Associates created this launch campaign for the Netherlands Board of Tourism & Conventions, the goal was to engage the audience by giving them a taste of Holland and an opportunity to win a deluxe trip. Their challenge was how to stand out from the clutter of the thousands of contests and sweepstakes going on every single day. Their solution was to wrap the exteriors of three New York subway cars in tulips, to wrap the interiors to look like Amsterdam, a Dutch Design studio and a museum full of Dutch Masters and to have street teams give away tulips in the middle of winter. The campaign drove people to a microsite that gave them a chance to win a weekly contest that made them eligible to win a grand prize trip to Holland.