BRANDING & BUILDING YOUR CITY - Experiences from Amsterdam

BRANDING & BUILDING YOUR CITYExperiences from Amsterdam
December 11th 2009
HansDominicus
Director Marketing & Development
3

Topics
City marketing phylosophy
Choices of Amsterdam
Examples of communication
Special tourism approach

Academic definition
City marketing is a city function and a set of
processes for creating, communicating, and
delivering value to the city’s customers and for
managing the city’ customer relationships in
ways that benefit the city and its stakeholders*
* Source: Erik Braun, 2005; based on the marketing definition of the AMA

City Marketing
Ensure that there is a common understanding of city marketing

City Marketing
Urban governance leading
City’s customers should be in focus
Catalysing other stake holders
Coordination of communication output

more coordination, more support of the basic marketing idea (Braun 2008)
City Marketing

Toolbox with marketing
tools and techniques:
marketing research,
segmentation, product
development, sales &
promotion, account
management,branding
Shared philosophy of
putting the needs and wants
of residents, businesses,
visitors and investors
central

Anholt: the Nation Brand Hexagon
EXPORTS
TOURISM
NATIONSBRAND
GOVERNANCE
PEOPLE
CULTURE & HERITAGE
INVESTMENT & IMMIGRATION

City branding:
case Amsterdam

1969: sex, drugs, rock & roll

tolerance, freedom

Whatchanged?

Amsterdam Partners
Amsterdam brand & city marketing
NBTC
Promotion abroad in cooperationwithindustry
ATCB
Receptive tasks
Knowledge centre
product development
Promotion Amsterdam + region
Tourism market
Specific promotion & product innovation and research for the tourism market
Public-private financing
Congress market
(MICE)
Specific promotion and product-innovation on the MICE-market (B2B)
Public-private project financing
Cruise market
Specific promotion on cruise market (B2B)
Public-private project financing

City Marketing in Amsterdam
Richard Florida:
the rise of the creative class (2002)

City of Amsterdam started in 2002/3

180° opinion poll
5 year planning to set up
City leading role
Support by partners and enterprises
Relatively small central budget

Key values of Amsterdam
Creativity
Innovation
Spirit of commerce
Excellence

Dimensions of Amsterdambased on SWOT
Cultural city
City of canals
Meeting place
Business city
Knowledge city
Residential city

The motto

Measuring effects
Essentials 2009 vs 2007:
75 % of respondents is familiar with brand
72 % is using the website for information (52%)

Examples
in visitor marketing

Visitors to Amsterdam
one of main economic pillars of the city
support to employment
support under amenities
support under general image

Among Europe’s top 10 destinations
No 9 on the worlds list of UIA congresses
8,3 million overnight stays (2008)
€ 5,2 billion visitor turnover
Around 48.000 jobs in tourism

10 % labour force
16 % of enterprises
700 restaurants
attractions, shops, musea
18.000 events and performances

Top ten city destinations
based on foreign bednights 2008 (x millions)
1. London (36) 6. Dublin (9,0)
2. Paris (23) 7. Wien (7,7)
3. Roma (13) 8. Amsterdam (7,0)
4. Praha (11,1) 9. Berlin (6,0)
5. Barcelona (9,5) 10. Madrid (5,8)

Tourism 68 %
Business 26 %
incl. meetings, conferences, incentives and exhibitions
46

Visitor expenditure

Reasons to visit Amsterdam
canals & atmosphere, meeting people
vibrant historical city centre
famous art experience (museums)

Visitor activities in Amsterdam(overnight visitors in %)
Walking/strolling around the city 93
Visit museum(s) 81
Go out for dinner 80
Go to café/pub 71
Shopping 67
Touring the canals 54
Strolling around the red light district 33
Visit to (soft drug) coffee shop 32
Sitting on sidewalk terrace 31
Go to a public parc 31

Product Development

Product development
knowledge of markets
innovation/product development
promotion
satisfied customers
mouth-to-mouth promotion
more visitors
more repeat visitors

Product development
Essentials:
Product development
Marketing concepts
Good coordination and cooperation
Proper market segmentation can help
Business/leisure/geographically

Dia cool caps

4 Insert
March 04 May 04 September 04 November 04

New product development
Strong festival and events policy
Theme years boost new products
New products & developments spread over the city

Amsterdam hardware
Arena: multi purpose stadium
New Metropolis (Science Centre)
IJsbreker/Bimhuis (2005)
Hermitage Amsterdam (2008)
Renewed Municipal Museum (2010)
Renewed Rijksmuseum (2013)

Amsterdam theme’s
Van Gogh 150 year (2003)
Architecture & Design year (2004)
City on the water (2005)
Rembrandt 400 year (2006)
Feel the rhythm (2007)
Hidden Secrets (2008)
Art City (2009)
Water Sensations (2010)
Amsterdam DNA (2011)

Amsterdam Toerisme & Congres Bureau
72

Theme’s as Catalysor
Focusses in communication
Supports product development
Attracks visitors
Supports image and city marketing
Spread of visitors over the city
Amsterdam Toerisme & Congres Bureau
73

BRANDING & BUILDING YOUR CITYExperiences from Amsterdam
Q & A

http://www.blog.mediafun.pl	207
http://lowcydizajnu.pl	23
http://www.slideshare.net	22
http://abrandforbrussels.wordpress.com	3

BRANDING & BUILDING YOUR CITY - Experiences from Amsterdam

by Krystian Cieslak on Dec 21, 2009

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