BuroSix developed an impactful PR project for Van der Valk Hotels & Restaurants: Jonge Valken. With this TV series, the family business gained more visibility. The story of the younger generation was shared with a broad audience. As a result, this project shows how authentic storytelling and media exposure can make a well-known brand feel more personal and relatable in the Netherlands.
PROJECT FOR
Van der Valk Hotels en Restaurants
The challenge
Van der Valk Hotels and Restaurants is a household name in the Netherlands. The brand stands for luxury, quality, and good service. However, the people behind it remained largely unknown to the public. That is why the aim was to reveal the faces and stories of the Valk family. This would build a stronger emotional connection with guests and the wider public.
The solution
To address this, a six-part television series, Jonge Valken, was developed. The series gives a glimpse behind the scenes. It follows the fourth generation of Van der Valk as they take on daily management of the hotel group. The show was broadcast on Omroep MAX in 2017. In addition, Jonge Valken brought the family’s passion, dedication, and teamwork into focus by sharing personal stories and real-life moments.
Message delivered successfully
The six-part series generated very positive sentiment on social media and in the press. For example, viewers asked, “Will there be a second season?” (twitter.com). The first episode was watched by 805,000 viewers. In addition, comments such as “I love this family. How hard they work and how passionate they are about their work” (twitter.com) and “A fascinating glimpse into a fascinating family.” (ad.nl) showed the impact of the series. As a result, Jonge Valken increased brand visibility and strengthened the emotional connection between Van der Valk and its guests.
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