I amsterdam - Choosing Amsterdam

Choosing Amsterdam
Amsterdam’s image across the world determines the attitude of companies, visitors and inhabitants towards the city’s economic and cultural activities. In this world in which cities are starting to resemble each other ever more, offering similar basic facilities, a city needs to present itself, distinguish itself and excel. Cities will benefit from this.

Attracting and keeping the right companies, visitors and inhabitants leads to greater economic and cultural activity. According to this research, Amsterdam should intensify its city marketing efforts. The benchmark report comparing Barcelona, Berlin, Dublin, Rotterdam and Amsterdam from early 2003, emphasises this.

There are various reasons for this: 

• Amsterdam is competing with many other European cities, a competition which is becoming ever fiercer due to European unification. More East- European countries are presenting themselves as attractive alternatives. They are investing intensively in city marketing to attract the desired companies, visitors and residents.
• The market is taking decisions faster and has access to all possible information. Amsterdam has not pointed out its advantages clearly and unequivocally. Amsterdam is a competitor in many areas. "We take part in everything, but do not top any of the lists." Amsterdam does not emphatically opt for key values and fails to shed sufficient light on its distinctive characteristics.
• Nobody in Amsterdam feels they have the final responsibility for the ‘Amsterdam’ brand name. We need one view of the Amsterdam brand, based on an unequivocal vision. Other cities have benefited from this. It is about a clear division of tasks and responsibilities between the municipality, support organisations involved and private parties. Intensive cooperation should lead to a stronger identity and image.
• Other cities have developed their brands clearly and consistently in the past few years, making unequivocal choices to this purpose. Festivals and events prove to be important support devices when it comes to city marketing. Large events encourage (international) companies to put the city of Amsterdam on the international map.

Please feel free to download the brochure 'Choosing Amsterdam' for more information. Further, feel free to read the Article 'Selling Amsterdam' from Rush on Amsterdam magazine.