New Image Campaign for Amsterdam
amsterdam&partners, in collaboration with the Amsterdam municipality, unveils a new image campaign for the city of Amsterdam. The campaign encourages both visitors and residents to perceive the city in a different light. Initially targeting international visitors, the campaign introduces a novel concept, 'Renew your view on Amsterdam,' allowing visitors to see and experience the city as the locals do. The campaign doesn't focus on attracting more visitors but rather on attracting a different kind of visitor. By shifting the current perspective on Amsterdam, the aim is to engage visitors who enrich the city and contribute positively to the livability of all neighbourhoods.
This campaign is part of the measures package and the Visitor Economy 2035 vision presented by Alderman Sofyan Mbarki at the end of last year. "This campaign presents the image of Amsterdam as perceived by its residents—an authentic and compelling image that showcases the true essence of the city. It highlights the beauty and cosiness, the rich offering of arts and culture, the charming shops, exciting events, and the numerous delightful neighbourhoods throughout the entire city. By conveying this image more effectively, we attract visitors who enhance the city and improve its livability," said Geerte Udo, CEO amsterdam&partners.
Why a new image?
In recent years, Amsterdam has acquired a one-dimensional image: an unrestrained city where anything goes without consideration for others. This has attracted visitors causing significant inconvenience to residents and other visitors, particularly in the historic city centre. Additionally, the city's perspective on the role of culture, diversity, sustainability, the local economy, international businesses, and tourism has evolved. The focus is on adding value for all Amsterdammers rather than pursuing growth.
amsterdam&partners, commissioned by the municipality and in collaboration with over 150 residents, businesses, educational institutions, cultural organisations, creators, entrepreneurs, corporate and tourist visitors from all city districts, has crafted a renewed narrative about the city. This narrative forms the basis for the campaign, showcasing initiatives by true Amsterdammers that are characteristic of the city, renewing the perspective of visitors and expanding it for residents. 'Renew your view' kicks off today and runs until the end of 2025. The campaign 'Amsterdam expands your perspective' for residents will begin early next year. Afterward, the campaign's principles will be translated into conferences, talents, programs and businesses.