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Holland Wholly Abandons ‘Holland’ Name As Part Of Major Rebrand
By Mikelle Leow, 07 Oct 2019
Image via Shutterstock
“Holland” and “the Netherlands” have long been interchangeable, but that will no longer be the case. The Dutch government is bidding vaarwel to the “Holland” name, and wishes to only go by the Netherlands moving forward.
The rebrand is the Netherlands’ attempt to revamp its global image, as the country has been synonymous to many abroad with its recreational drug culture and Amsterdam’s red-light district.
The abandonment of the “Holland” title will officially kick into place later this year.
To thrust its official branding on a global stage, the Netherlands will host the Eurovision Song Contest and participate in the 2020 Tokyo Olympics under the preferred name.
In addition, the Netherlands’ soccer team, frequently called Holland, will take on the Netherlands name “in any official setting,” The Guardian confirms.
A spokesperson for the nation’s ministry of foreign affairs explains that the Netherlands hopes to be presented as an “open, inventive and inclusive country” with the uniformed title, adding that “the government, Netherlands Board of Tourism and Conventions and private organizations” have all agreed on the “substantive and unambiguous” approach.
Through the rebrand, the Dutch government hopes it will better illustrate “Dutch culture, norms and values,” she details.
“It has been agreed that the Netherlands, the official name of our country, should preferably be used,” concludes the representative.
[via Newser, cover image via Shutterstock]
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