I20 - Témoignage destination étrangère I'AMSTERDAM
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THEME : Benchmark – International Salle : Alliance Réseaux ANIMATEUR : Claude BANNWARTH CIBLE : Institutionnel INTERVENANTS : ► Fieke FLIER Online Marketing Manager (Amsterdam Marketing)
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I20 - Témoignage destination étrangère I'AMSTERDAM
- 1. #VEM8 Voyage en Multimédia | 19 & 20 janvier 2017 | Cannes - Slides disponibles sur www.salon-etourisme.com Salle Témoignage destination étrangère* Stratégie digitale I amsterdam* Atelier i20 Fieke FLIER I amsterdam Animateur Claude Bannwarth Tourism Academy
- 2. A liveable, loveable and profitable city Fieke Flier (@fiekeflier)
- 3. The brand
- 4. The letters
- 6. crowded
- 8. Liveable, loveable & profitable
- 9. Strategic focus I am crowded
- 12. Strategic insights 1.Enhanced visitor experience by distribution in time and space 2.Proud locals are ambassadors of the city
- 13. Enhancing the visitor experience A 25% increase in the number of visitors to the metropolitan area
- 14. How will we achieve this? • Long term marketing campaigns • Off season campaigns • Removing thresholds • Content strategy • Innovative experiments
- 19. Content strategy
- 20. Content strategy
- 21. Content strategy
- 22. Content strategy
- 23. Experiments
- 24. Waiting times
- 25. GPS routes
- 26. Collecting data
- 27. Proud locals are ambassadors
- 28. Goal In 2018 citizens of Amsterdam rate Amsterdam with an 8 out of 10
- 29. How will we achieve this? • Long term campaigns • Focus on culture • Showcase diversity • Brand store
- 31. Culture
- 32. Diversity
- 33. Brand store
- 35. Joining forces
- 36. Joining forces
- 37. Joining forces
- 38. Results
- 40. Results
- 41. Results
- 43. Learnings
- 44. Learnings
- 45. Learnings
- 46. Learnings
- 47. Learnings What is our role?
- 48. Learnings Dans une ville sans âme, il ne peut y avoir de croissance durable. C’est pour cela que nous faisons du city marketing.
- 49. #VEM8 Voyage en Multimédia | 19 & 20 janvier 2017 | Cannes - Slides disponibles sur www.salon-etourisme.com Salle Témoignage destination étrangère* Stratégie digitale I amsterdam* Atelier i20 Fieke FLIER I amsterdam Animateur Claude Bannwarth Tourism Academy
Editor's Notes
- I amsterdam brand movie
- Without the letters, no I amsterdam. The letters, made by an artist in 2006 became an icon part of the brand experience. The first original set is at Museumsquare. The letters make it very easy to let other people tell the story of Amsterdam. 11 years ago we could not have known that the letters themselves would become iconic Letters play a big part in the success. We now have the letters at Schiphol airport and there is a set traveling the city to support campaigns. It succes started in the fysical world, but the brand has become a label for quality. that is used on content of partners, magazines and outdoor advertisement. It has great popularity with international visitors… but to be fair it is not is all is positive.
- The locals see the letters as a symbol of the crowded city centre and the nuisance the visitors create sometimes. Amsterdam is small and the crowds are all focused in the city centre and in the holiday season.
- Analysis of social media channels by a student in Amsterdam shows certain places are really crowded. You can’t open a local newspaper without it having a story on the some negative aspect of tourism
- More and more articles are appearing in Dutch media on dissastisfied citizens in Amsterdam. This might make it seem we live in a horrible city, but nothing is further from the truth. We did however needed to change are marketing strategy
- The focus of our marketing efforts is to maintain the soul of the city. This is the balance between living, working and visiting Amsterdam. It is the atmosphere in the city. If locals are happy and have good quality of live, then businesses will have happy and productive employees, and visitors will like the atmosphere in the city. One too many of any of these groups will disturb the atmosphere in the city
- In order to keep the balance in the city, we need to spread visitors through time and space. Before we can do that we need to change their perception of Amsterdam. We can not spread people through the Amsterdam area, if the think Amsterdam is just canals and the city centre. They won’t consider going to a beach if they don’t think that is part of Amsterdam. So we need to change the perception of the visitors throught branding.
- We use 5 steps in our marketing strategy: awareness, reputation, consideration, sales and loyalty. Before 2015 we focused a lot on awareness. We would try to bring more people to Amsterdam, now that is no longer necessary we shifted our focus to reputation and consideration. Showing Amsterdam as a bigger destination.
- At the same time we try to remove the thresholds to get people to explore the Amsterdam Area more.,
- We realized we had these two goals: Enhancing visitor experience by distribution in time and space Proud locals are ambassadors of the city
- Here is an example of how we do this
- At the same time we do off season campaigns, like winter nights to avoid that everyone wants to visit during the spring and summer
- At the same time we show the visitor that The Netherlands is really small and it is really easy to see a lot in short period of time
- To do this the Amsterdam City Card is a very important product.
- On our online channels we use our content of the greater Amsterdam to show a different Amsterdam. The content ties in to our long term neighbourhood campaign and our Visit Amsterdam see Holland campaign
- We use influencers to tell our story, we do this via Instagram takeovers and Instameets we organize with our partners in the city. We will give both influencers and our social media followers a taste of the local experience
- Through playfull neighbourhood quizes we let visitors discover more of Amsterdam.
- In addition to our campaigns and content strategy, the city has granted money for experiments that can contribute to spreading visitors. We initiated 3 experiments: Insight in real time queueing times that gives visitors the opportunity to go somewhere else first
- Naar het voorbeeld van de Efteling willen wij transparantie bieden voor de wachtrijen van de acht meest populaire attracties in Amsterdam en tevens voor twee attracties in de metropool . De wachttijden worden handmatig ingevoerd door suppoosten of hosts op het moment dat de rijen een bepaalde lengte hebben bereikt. Op deze manier kan er nauwkeurig bepaald worden hoe lang de rij is. Dit wordt doorgevoerd via een IT systeem naar één digitaal platform dat vervolgens real time de lengte van de rijen kan bijhouden op één locatie, de Iamsterdam website. Door tien attracties in het systeem mee te nemen kunnen bezoekers van de attractie een bewuste keuze maken om niet lang in de rij te staan. Ze zien zelf waar de rijen korter zijn en kunnen dit meenemen in hun keuze. Het doel is om hierdoor minder lange rijen te krijgen en dat de drukte beter verdeeld wordt. Daarnaast wordt de ervaring voor de bezoeker aangenamer aangezien ze minder wachten. Daarbij krijgen twee attracties in de metropool extra aandacht, om op deze manier ook naar de regio toe te spreiden. Het idee is om te kiezen voor vijf hele drukke attracties en vijf minder drukke attracties zodat de drukte zich kan uitspreiden naar de minder drukke attracties. Tevens geeft het economisch voordeel, doordat de bezoekers minder lang in de rij staat kunnen ze meer geld uitgeven. Naast dat het voor bezoeker interessant is, is het inzicht ook waardevol voor de Amsterdammers. De Amsterdammers die een bepaalde tentoonstelling willen zien kunnen een slimmere keuze maken.
- Themed GPS thema routes voor bezoekers en Amsterdammers. De routes zijn te downloaden op smartphone en worden weergegeven in google maps. Het doel is om de Amsterdammer en bezoekers zelf te laten gidsen langs bepaalde themaroutes die de Gemeente Amsterdam belangrijk vindt en een podium wilt geven. Het doel is om te gidsen naar minder bekende plekken buiten het centrum. Denk bijvoorbeeld aan een themaroute circulaire economie, Amsterdamse School of bierbrouwerijen. De routes zullen gecategoriseerd worden, zodat we inzicht krijgen in welke categorieën het populairst zijn. Via de kanalen van Iamsterdam zijn de routes te downloaden op Google maps. Deze routes zouden tevens via de fb site van Gemeente gedownload kunnen worden. Het doel is om te achterhalen of we via de GPS routes gedrag kunnen beïnvloeden. Mocht dit kunnen, dan kunnen wij simpel de methode opschalen en de GPS routes vaker toepassen. GPS routes to guide visitors to alternative locations
- Collecting telephone during some of our own events to collect more data on the visitors and adjust our strategy accordingly. Knowing where people come from, see if people come from different parts of the city to visit the event and make better data driven choices. This is an experiment that will be expanded when successful Met dit experiment willen wij de meetmethode van Mezuro testen voor openbare events. Als prototype/tescase willen we 24 Noord gebruiken. Door het meten via Mezuro krijgen wij een betrouwbaardere meting van het aantal bezoekers en krijgen wij meer inzicht krijgen in de herkomst van de bezoekers van het 24 uur Noord event, op basis van telefonische activiteit tijdens het event. Het doel is om scherper inzicht te krijgen waar de bezoekers vandaan komen en hoeveel bezoekers er komen. Zodat er nog beter, data gedreven keuzes gemaakt kunnen worden m.b.t. de programmering en marketing. Het zal gaan om het meten van één 24 uur event, namelijk 24 uur Noord. 24 uur is voor Amsterdammers en via deze meetmethode krijgen wij goed inzicht de bezoekers van 24 uur en kunnen wij duidelijk zien of het Amsterdammers zijn en waar ze in Amsterdam vandaan komen. Als de meetmethode van Mezuro een succes blijkt kunnen wij dit ook gaan inzetten voor toekomstige publieke events.
- Amsterdam inhabitants are proud of the city -> become ambasador -> tell relatives outside of Amsterdam -> tell friends We need locals to tell the story of Amsterdam so they become ambassadors. And that is why it very important we do things for our locals
- That’s why we have events such as 24 hours, where areas outside the city center promote themselves for 24 hours with activities in shops, cultural events, bars, parks and squares. This creates more knowledge about the different areas within Amsterdam city and creates more economic prospherity in these neighborhoods Our aim for the Dutch market is show them more of all the different neigborhoods. How to accomplish that? First make the Amsterdammers proud of their city and their neighborhoods, so they will spread the love. We have a campaign/event that runs for 2 years with events in one neighbourhood for 24H that challenge people to rediscover there city. In it we show the diversity of all the different neighbourhoods. Goal is to make Amsterdammers proud and make them into Ambassadors. After that more national visitors will be drawn to the different neigbourhoods. Of course we use this strategy throughout all our campaigns. If we do a shopping campaign, we make sure the shopping routes are not only in the centre. We use bloggers and experts to tell our story and it is promoted on iamsterdam.com and our social media channels.
- Connect the brand to our cultural agenda. Cultural agenda with mobile functionalities. To make sure people know how much cultural events are taking place in Amsterdam and the surrounding areas.
- There are 180 nationalities in Amsterdam that contributed to the diversity of the city. We tell their stories online and in that way contribute to the pride of all Amsterdammers.
- We have a brand store that sells the best of Amsterdam.
- But we can not do everything ourselves. We have limited budgets and capacity, so we have to work with partners, cityhall and universities
- We share our knowledge giving presentations for our partners in the metropolitan area
- We work together with universities. We team up with IBM and the university to have the students make an app for our goals with the AI of developt by IBM
- We made a new culture marketing strategy together with the cultural sector and concluded we need an intuitive personal way to guide people through the cultural agenda. We teamed up with city hall and brought together funds to do an open call and ask startups in Amsterdam to come up with a tool to guide people. 18 agencies replied and we have 3 pitches next week. Cultural sector provides the data, we provide the reach and expertise and city hall provides money and contacts.
- So a few results. Our Visit Amsterdam see Holland campaign won a big marketing price of the UNWTO For innovation in non-governmental organization.
- We managed to rebrand buslines to make it easier for visitors to get around the amsterdam area. This resulted in a 100% increase in international passengers
- We managed to get all transport in one ticket, so train, bus and tram
- We introduced a 96 hour city card, because we know people that stay longer will go into the region more. And that is what you can see in this graph
- Changing the image of Amsterdam takes a long time. 10 years red light and coffeeshop to canals and culture. Now 10 years from Amsterdam City to Amsterdam Area
- This strategy only works for the international visitor. The Dutch take pride in their differences and don’t want to be associated with something they are not. The smaller the village the bigger the pride.
- First time visitors / first 3 days are hard to influence. People want to see the highlights.
- There are forces that we can not control. Airbnb is a good example, for good and for bad
- The role changes when reality changes. Our strenght is our brand and our reach and engagement on our channels. We can influence visitor behavior
- In the end this is why we do what we do