Sales & Marketing

easyJet opens Café van der Sprinkles pop-up to promote Holland

4 min read

21 September 2017

Former deputy editor

A pop-up dubbed Café van der Sprinkles has been opened by easyJet to promote tourism between the UK and Holland.

In case you don’t know much about the Dutch culture, the name Café van der Sprinkles has been chosen for a particular reason – it sums up what the Dutch guzzle for their breakfast each day.

Yes, according to easyJet, 750,000 Dutch people eat boterham met hagelslag (sprinkles on buttered bread to you and I) for breakfast daily.

So much for porridge.

Maybe that sugary start to the morning is the reason the World Happiness Index has ranked Holland the sixth happiest place in the world.

The promotional push in pop-up form from easyJet will highlight the delights of Holland, as well as the under £30 flights Brits can travel there for.

The pop-up model is an interesting one and comes in many forms. easyJet is an example of a large firm using the approach, something that has also been done by the likes of Spotify and Nike.

Café van der Sprinkles easyjet 4

Fancy a new look? It could win you a trip to Holland

Elsewhere, pop-ups have evolved into growth businesses, as demonstrated by the likes of pop-up marketplace provider Appear Here, which entered New York this year, and Junkyard Golf, which has £12m revenue forecast inside two years.

Café van der Sprinkles easyJet

“Visitors will have the opportunity to immerse themselves in Dutch culture”

Lucy Outram, easyJet’s head of UK marketing & european planning, said: “Generation easyJet are adventure-seekers, keen to experience the diverse cultures that European cities have to offer. easyJet’s Café van der Sprinkles experience will give people the opportunity to literally get a taste of Holland, in the heart of central London.

“Along with our partners, the Netherlands Board of Tourism & Conventions, we’re hoping to inspire more people to embrace the ‘why not?’ spirit and visit Holland for real.”

Access to Café van der Sprinkles hosted at The White Space will be available for three days, with opening of the Leicester Square spot on Friday 22 September.

Café van der Sprinkles easyjet 3

Over 14m kilos of hagelslag is consumed by Dutch people every year

In addition to hagelslag to guzzle, the airline is also offering up sprinkle-based beauty treatments for eyebrows, lips and beards, while edible art at the venue, which will include sprinkle-caked replicas of work from Van Gogh.

“We’re delighted to be celebrating our partnership with easyJet in the form of the delicious Café van der Sprinkles pop-up,” added Sandra Ishmael, director UK and Ireland, Netherlands Board of Tourism and Conventions.

“Visitors will have the opportunity to immerse themselves in Dutch culture whilst experiencing a snapshot of Holland beyond Amsterdam, from popular cities such as Eindhoven, Rotterdam and The Hague.”

As an added method to win new business, easyJet is attempting to round up customers by offering the chance to win two return flights to Holland for taking a sprinkle selfie and sharing it on Instagram or Twitter.

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