Citymarketing Amsterdam aims to promote Amsterdam as an international city for business, an appealing city to live in, a unique city for tourists, and an excellent city for congresses. Its strategy involves public-private partnerships, product improvements, empowering Amsterdam's image through the "I amsterdam" brand and icons that represent the city's core values of being innovative, trendsetting, creative, original, surprising, and entrepreneurial. Citymarketing Amsterdam's in-house departments include brand management, consumer marketing, business-to-business marketing, press and media, publishing, digital media, visitor centers, research, relations and sales, and the welcome team. It generates revenue from the City of Amsterdam, special projects, and partners to fund