Sid Lee Hosts Consolation Party for Disappointed Amsterdam Tourists

Sid Lee Collective, a program within global advertising network SID LEE which funds, produces and showcases personal creative projects of staff, hosted the inaugural "Missed The Boat Party” on Saturday April 30 2016.

This party was uniquely designed only for the unfortunate tourists who came to celebrate Queen's Day - unaware that since 2013 The Netherlands has had a King, and accordingly a King’s Day celebration three days earlier. 

Sid Lee Collective found latecomers at Amsterdam Central Station and Schiphol Airport, then escorted them to the Missed the Boat Party on the Amsterdam canals, giving them a ‘consolation party’ to remember and ensuring their visit to Amsterdam was not in vain. The Missed The Boat Party provided a scaled-down, yet epic, simulation of King's Day three days earlier, with a boat cruise, DJs and drinks.

From broadcast and online news stations to radio and newspapers, the story quickly spread everywhere, with an estimated reach of over 3 million people. Helping visitors to Amsterdam was the talk of the city and gave co-creator, Ingmar Larsen, great satisfaction: “We couldn’t have asked for a better outcome. Now let’s hope they turn up on the right day next year.”