The Amsterdam Marketing Foundation, in cooperation with the City of Amsterdam and the Amsterdam Metropolitan Area, contributes to increasing cultural participation in the metropolitan area. In cooperation with the cultural sector, Amsterdam Marketing has devised a new strategy for cultural marketing, for which a summary (in Dutch) is available here. The new strategy was rolled out in 2016, specifically by providing improved guidance to consumers interested in culture, to encourage them to consume culture more frequently and in new ways. The campaign contributes to positioning the portfolio and uses (iamsterdam/whats-on) as a central resource in fulfilling this guide function.

Guide tool

To provide a better guide to what’s on in the Amsterdam Metropolitan Area for target groups interested in culture (both residents and visitors), more is needed than just a complete what’s on calendar. The aim is to lead the target group to consume culture by providing relevant tips to the right person at the right time via a shortened customer journey. To achieve this, we need to offer users a guide to enable them to choose from the wide variety available. This is why we intend to develop a digital/technological guide tool. To create the best possible tool, the AMA Cultural Impulse working group (Cultuurimpuls MRA) and Amsterdam Marketing (in collaboration with the City of Amsterdam’s CTO Office, the Amsterdam Economic Board and Amsterdam Smart City) have launched an innovation project.


Period of open call: 1 December – 31 December 2016
Please send submissions (in Dutch or English) to [email protected]
For submission specifications, please see the Open Call appendix

Open call

For more information on the open call, please see the appendix.