Hotell AZC

Refugees are all staying in luxury hotels.

This persistent misconception was the basis of a rock-solid campaign for VluchtelingenWerk Nederland. The temporary PR activation 'Hotel AZC' allowed visitors to experience for themselves what terrible conditions refugees live in in Dutch emergency reception locations.

Our friendly agency Tosti Creative came up with the concept and transformed a building on an Amsterdam canal into Hotel AZC. Looking like a luxury hotel from the outside, a realistic glimpse into a (imitated) emergency shelter with sober bunk beds, scarce sanitary facilities, constant noise and a total lack of privacy. The campaign was reinforced by a new research report by VluchtelingenWerk in which refugees themselves spoke about the reception.

Broad media coverage and more empathy

Blyde Benelux took on the press approach. For two days, Hotel AZC opened its doors to journalists, policy makers and passers-by. It resulted in broad media attention, social dialogue and (renewed) empathy for the situation in which refugees in the Netherlands find themselves.

Results we're proud of? Items in the NOS journal and attention to, among others NPO Radio 1, RTL News, Metro News, NH News, Radio 538, PowNed, Show News, LINDA and Flair. And, also nice: the case has been awarded a Silver Exprix.