Campaign Destination

I amsterdam, The City Brand Campaign of Amsterdam

Launched in 2004, I amsterdam is the city brand campaign of Amsterdam, Netherlands.

Launched in 2004, I amsterdam is the city brand campaign of Amsterdam, Netherlands.

Amsterdam has been a bustling hub of commerce that welcomed other cultures with open arms. From its humble beginnings as a 13th-century fishing village on a river bed to its current role as a major hub for business, tourism and culture, Amsterdam has had a strong tradition as a centre of culture and commerce.

Amsterdam has had many brand “carriers” over the years. To name a few, “Amsterdam has it”, “Amsterdam Capital of Inspiration”, “Small City, Big Business”, “Cool Capital” and many more others have been in use till 2004. None of these carriers could grasp the before-mentioned key values of Amsterdam. Therefore, one of the first activities of the newly launched city marketing organization “Amsterdam Partners” in 2004 was to ask several agencies to propose a creative concept to promote the city. In the same year the new city motto ‘I amsterdam’ was introduced.

Amsterdam is one of Europe’s top ten tourist cities. Under the motto “I amsterdam”, Amsterdam Marketing presents the Amsterdam Metropolitan Area as a dynamic place to live and work, an attractive travel destination and a test market for innovation. I amsterdam reflects the diversity, cohesiveness and individuality of all Amsterdammers. Together they shape the city they love.

Creativity, innovation and entrepreneurship are Amsterdam’s three core values. They symbolise the city’s unique character and are significant to its past, present and future. The brand is strongly and discernibly positioned in the market under the shared motto “I amsterdam”.

Amsterdam Marketing sees the Amsterdam Metropolitan Area as a region with a rich history and a unique cultural offering. A locale with world-class icons, a tradition of freedom and tolerance, a vibrant business community with unique participants, and with excellent access to the rest of the world. It is a place where people live, learn, explore and work. A metropolis where anyone visiting for business or pleasure can come and feel at home.

Photos / Images Gallery of I amsterdam, The City Brand Campaign of Amsterdam.

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