Tulip Time is a 9-day-long festival in Holland, MI that celebrates the town's  Dutch heritage with many festivities and 6 million tulips. Nearing its 90th festival, Tulip Time wanted to address the growing negative perception among locals of the festival busying the town and disturbing their daily lives. The Join the Dance campaign was created to share the rich, local history of the festival and encourage local engagement. 

​

All print and digital messaging was shifted to a branded storytelling style and a blog was created to feature stories of the involvement of local individuals and businesses over the years. The Join the Dance campaign focused on feelings of nostalgia and homecoming, while embracing innovation and looking toward "the Holland of tomorrow."  

​

​