This week’s travel ads look at companies who are betting on their local culture, and how they bring it into their businesses and experiences, to woo customers.

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Visit Holland publishes its third clip of its “Original Cool” campaign in which the star character Pim de Koel goes in search of Holland’s cool only to realize that it can not be bought or stolen. The episode focuses on Rotterdam, which was named one of New York Times’ top places to visit in 2014.

Philippine Airlines‘ latest global ad focuses on how it can bring local culture to flyers at 30,000 feet anywhere in the world. A flight attendant is placed in a variety of settings that she then takes with her onto the plane. This message is a great one to help set the airline apart based on something other than cost.

Icelandair promotes Copenhagen as a destination in its latest ad campaign highlighting where the flag carrier flies. The quick spot features iconic city spots and seamlessly connects the airline brand and the destination in consumers’ minds.

Airberlin targets its customers that fly frequent for both business and leisure and those that sometimes mix the two in its latest ad that show off plane cabins, technology and their airline partners. The ad is too long for a consumer spot, but serves more as an overview of the current state of the carrier.

Hilton Hotels appeals to the mothers and fathers planning family trips with this adorable spot showing the hotel experience from a child’s perspective. The cost of the room and the type of toiletries provided don’t matter to them, but the space to be with their parents on vacation does.

Photo Credit: A Philippine Airlines flight attendants at a local fair. Philippine Airlines