Algemene Present a Tie i Amsterdam 2011
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Transcript of Algemene Present a Tie i Amsterdam 2011
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Why City Marketing?
ecause o ncreas ng compe on e ween uropean
metropolitan regions
as location for international business
as attractive destination for international visitors
Improve the product Amsterdam Improve image of Amsterdam region
eren a e on crea v y an sp r o commerce
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What are our objectives?
Differentiate the Amsterdam region based on its
unique selling points (USPs) Be good and tell it!
Core values creativity, innovation and spirit of
Storytelling using Amsterdams icons
3
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Targetgroups /Targetcountries
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What is our approach?
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How are we organized?
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Giving meaning to the brand
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Giving meaning to the brand
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Giving meaning to the brand
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Abused?
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Communication channels
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Free publicity
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Campaign
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Special campaigns
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Visibility I amsterdam
, , ,
Dance Event,Fashionweek &Picnic
3,2million visitors at
Iamsterdam
branded events
ampa gns e g, ueens ay an ew ears ve
Mediaapproach intargetcountries andincoming press trips
realising alotoffreepublicity onlineandoffline
3million visitors on www.iamsterdam.com
An increase ofmembers social medialike facebook andtwitter
20locations with continuous Iamsterdamvisibility such asthe
AmsterdamRai andAmsterdamArenaandJCDecaux
Still an increase ofvisiblity Iamsterdam3Dcaracteres
Totalinvestment 1.0millioneuros
.
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Whats our current status?
CityBrandValue AMSTERDAMranks8th intheEuopean Cities Monitor of
Inthe
Mercer
Quality
of
Living
Index
Amsterdam
ranks
.
theDutchpublic
Amsterdamisbyfar
thehi estcit oftheNetherlands(62%)
AccordingtotheSaffronEuropeanCityBrandBarometer
Amsterdamranks
4th inBrand
Strength
(justbehindParis,LondonandBarcelona)
3rd inAssetStrength(togetherwithBerlinandBarcelona)
International
Tourismranking
Euromonitor:
r n ran ut zat on7 p ace
(Europeancities)
Amsterdamranks5thintheEuropeanRegional
Prospects
(ERECO)
Internationalcongress
ICCA7th
UIA13th
