Amsterdam launches cultural campaign for visitors

Research by amsterdam&partners shows that visitors spend their time in the city differently: they more frequently opt for activities such as walking or cycling and less for culture. This results in a city that feels busier and puts pressure on the cultural offerings. “This campaign is not intended to attract additional visitors, but to entice those who are already in the city to discover culture. In this way, we promote a type of visit that contributes to dispersal and a lively and balanced city life,” says Monique Wilson, director of amsterdam&partners.

Collaboration for the city

The campaign is the result of a unique collaboration between the municipality, amsterdam&partners, and partners from culture, creation, and media. “Culture is an essential part of Amsterdam and makes the city what it is,” says Touria Meliani, Alderman for Arts and Culture. “It is a key pillar of the city's identity and attractiveness, drawing visitors who come genuinely for authentic Amsterdam. With this campaign, we can strengthen cultural visits in a new, innovative, and engaging way. It is important that we continue to invest together and keep culture visible and accessible for both Amsterdammers and visitors.”

Campaign: Catch me at the museum

The campaign concept, made possible by Monks and JCDecaux, literally gives artworks a voice. Ten Amsterdam museums contributed images of their artworks, which engage passersby outside the museum walls with short sentences, followed by the call: “Catch me at the museum”.  The most striking elements are two live artworks at Amsterdam Central Station, which interacted with passersby during the official launch. Vanessa Noordervliet, managing director of Monks: “Amsterdam is in our DNA. This campaign shows how creativity can contribute to something meaningful for the city and its cultural life.” Hannelore Majoor, CEO of JCDecaux, adds: “For outdoor advertising, the city is our stage. By making culture visible in places where many people gather, we support the cultural sector and contribute to the livability of Amsterdam.”

The campaign is visible throughout the entire month of March in the city through out-of-home advertising, online via social media, banners, the I amsterdam website and I amsterdam City Card app, and offline in the I amsterdam store and the associated magazine. This is the first phase of a broader campaign for cultural visits; this phase focuses on museums, after which the campaign will be expanded further.

Participating museums: H’ART Museum, Museum Het Schip, Museum Ons’ Lieve Heer op Solder, Huis Willet-Holthuysen, Jewish Museum, STRAAT Museum, Eye Filmmuseum, Stedelijk Museum Amsterdam, Rijksmuseum, and Foam.