Late 2016, the nine Dutch heritage locations joined together to start a collaborative promotion campaign, aimed at raising Dutch visitors to their locations. Problematic was that more than two-thirds of all Dutch citizens have never visited a UNESCO heritage location in the Netherlands.
Take for example the windmills of Kinderdijk. Over 80% of the visitors are foreigners. So the foreign tourists were finding their way to the locations, while Dutch citizens were not.
To use the irony in this situation, foreign tourists (in their own language) promoted the Dutch heritage locations to the Dutch citizens. All around the campaign slogan: ‘Our World Heritage locations are world famous, soon also in the Netherlands’.