Amsterdam Partners
The starting point for the new approach to city marketing of Amsterdam was the position of the city in the world. Amsterdam has always scored well on the ranking lists of cities that appear based on various criteria. However, the competitive position of Amsterdam is under pressure.
Amsterdam Partners
To maintain Amsterdam’s prominent position in the world it has been decided to give a high priority to strengthening city marketing. In order to get all parties in the Amsterdam area working together on city marketing, Amsterdam Partners was set up on 4 March 2004 as a platform for government, industry, the area and organisations with marketing and promotional objectives.
Mission Statement
The goal of Amsterdam Partners is to promote and improve the image of Amsterdam and the surrounding region among relevant target groups in the Netherlands and abroad. The improvement and raising of Amsterdam's profile is guided by a single concept for the city's national and international positioning: Amsterdam is distinctive for its combination of creativity, innovation and commercial spirit.
I amsterdam
A city brand is necessary in order to promote Amsterdam, therefore ‘I amsterdam’ was created as the new motto for the city and officially launched in September 2004.
‘I amsterdam is the motto that creates the brand for the city and people of Amsterdam. In saying or expressing I amsterdam, we demonstrate a clear choice for the city of Amsterdam. I amsterdam shows our pride, our confidence and our dedication. I amsterdam is our personal endorsement for our city. Using I amsterdam, we can show clearly and proudly all the many benefits, opportunities and dimensions of excellence that make Amsterdam our city of choice.’
Organisation
Amsterdam Partners has a Supervisory Board, a Management Board, an Advisory Board and ‘covenant partners’. The Supervisory Board is chaired by the Mayor of Amsterdam, Job Cohen, and includes representatives of various business sectors in Amsterdam.
The members of the Management Board are Paul Luijten (Chairman, Sr. Director Corperate Affairs Schiphol Group), Carolien Gehrels, interim-chairman (Alderman of sports, culture and art for the city of Amsterdam, deputy Mayor), Annemarie Jorritsma, secretary (Mayor of Almere), Boudewijn Beerkens, treasurer (CFO Wolters Kluwer) and Oswald Schwirtz (President of the Amsterdam Chamber of Commerce). The Management Board is supported by a bureau with a city marketing manager and a team of project coordinators.
More information
For further information, please go to www.amsterdampartners.nl or send your inquiry by web form to Amsterdam Partners.
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