A marketing campaign designed to improve the image of the Dutch horticultural industry and attract young people to work in the sector has received nominations for two of the country's major media awards.
It's Alive, which was launched last year by Productschap Tuinbouw, the Dutch Horticulture Board, in conjunction with media agency De Media Maatschap, was nominated alongside Vodafone and Volkswagen in the 'Best Media Resources Strategy' category of the Annual Masters of Media Awards, organised by media group MWG.
The entire campaign, which was developed by Productschap Tuinbouw in partnership with Amsterdam-based advertising agency N=5, has also been nominated for the SAN Accent 2010 Personnel award, which it will contest with Rabobank, rail operator NS, law firm Houthoff Buruma and a national care project.
The campaign features an innovative 3D website – one of only three in existence worldwide – offering a tour of the horticultural industry that encompasses logistics, product creation, food science, technical management, international trade, sustainable development and careers information.
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