Amsterdam and New York City to collaborate
The agreement to intensify collaboration was made last week, when the deputy mayors met in the Navy Yard in Brooklyn. This meeting was also attended by the director of Amsterdam Marketing, Frans van der Avert, and the director of NYC & Company, Fred Dixon.
The collaboration between Amsterdam and New York City was agreed during Amsterdam’s Arts and Culture Trade Mission to New York City, headed by deputy mayor Kajsa Ollongren. This is the first-ever city mission to concentrate entirely on arts and culture from the city of Amsterdam and the Amsterdam Metropolitan Area. Besides this successful meeting at governance level, Amsterdam Marketing and NYC & Company also organised a joint workshop on the role of arts and culture in city marketing. Besides cultural institutes from Amsterdam, the workshop was also attended by renowned New York institutes such as the Metropolitan Museum of Art, MoMA, the Guggenheim, the Brooklyn Museum and the Brooklyn Academy of Music.
Amsterdam Marketing and NYC & Company have been working together in the field of city marketing since 2013. The current neighbourhoods campaign being promoted by Amsterdam Marketing is one example of this collaboration. Its goal is to encourage Dutch and international visitors to visit places outside the city centre by making them aware of the various interesting sites throughout Amsterdam’s neighbourhoods. This campaign is actually modelled after the New York approach, in which the city is actively promoted as consisting of five neighbourhoods that each have a distinctive character.
On 12 September 2016, the Amsterdam neighbourhoods campaign was launched to the American market.