This month, Amsterdam Marketing celebrated the launch of a brand new festival campaign. Entitled The Summer of Amsterdam, the campaign will see Amsterdam shine the spotlight on the large number of festivals that take place in the region. Hosting in excess of 300 festivals every year (the majority of them held in the summer months), the Amsterdam Metropolitan Area is the leading festival location in the Netherlands. The new campaign runs until August 2014 and is aimed at domestic and international visitors to the Amsterdam Metropolitan Area, as well as residents of the region. The Summer of Amsterdam will be promoted both in the Netherlands and abroad using various media, including outdoor posters, a festival guide, radio commercials and online activities.

By combining all the festivals into a single campaign, Amsterdam Marketing intends to emphasise the diverse range of festivals on offer in the Amsterdam Metropolitan Area and reach a broad audience of visitors and residents. Drawn from the extensive variety of summer festivals, eight individual events have been identified as icons of the campaign and as such, will receive additional attention during The Summer of Amsterdam. Selected due to their blend of international character and traditional Amsterdam nature, the icon festivals are: the Holland Festival, Over het IJ Festival, Kwaku Summer Festival, Amsterdam Gay Pride, Robeco SummerNights, Grachtenfestival Amsterdam, Mysteryland and Pluk de Nacht.

The Summer of Amsterdam campaign shares its roots with Amsterdam 2013, a major Amsterdam Marketing campaign from last year that combined several significant milestones including the reopening of the Rijksmuseum and the 400th anniversary of the Amsterdam Canal Ring. Amsterdam 2013 resulted in an increase in visitor numbers in 2013 and the campaign was a resounding success – partly thanks to active collaboration between cultural, public and private organisations. This new approach to collaborative effort is now also being applied in the festival campaign, in order to spark interest in the region’s festivals amongst international visitors and to enhance the distribution of visitors within the Amsterdam Metropolitan Area.

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