Amsterdam rebranding

  • Created by: Alice1903
  • Created on: 31-05-22 12:07
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  • Amsterdam rebranding
    • What was the rebranding?
      • The rebranding package, launched in 2004, contains a shared brand, “I Amsterdam,” with a logo developed for city promotion, institutional bodies and partners.
      • I Amsterdam involved over twenty renowned photographers who employed their talents to highlight the city of Amsterdam’s diverse and vital elements within twenty different key l themes such as infrastructure, commerce, education, culture, transport and technology
      • They wanted a diverse branding concept that would appeal not just to tourists, but to those living in the areas around Amsterdam, as well as to the businesses & individuals in the city.
    • Why did the rebranding take place?
      • At the end of the 1960s, the image of Amsterdam city worldwide, was its openness, tolerance and liberality.
        • Due to this, Amsterdam was mainly attracting visitors who desired not much more than to smoke in the city’s famous coffee shops or wonder aghast through the infamous Red Light District.
        • Amsterdam wanted to de-emphasize its image as a city of sexual liberation and substance use and re-brand itself as a city of cultivated identity, creativity, innovation, and its spirit of commerce
      • The purpose was to create a shared identity of the city's 741,000 inhabitants and an attractive new perception for the millions of tourists who visit every year.
      • In the early 21st century, Amsterdam noticed its position on various international rankings—top tourist destinations, top convention cities, etc. had fallen due to increased competition from other destinations in Europe, particularly to cities in Spain and Eastern Europe.
    • Successess
      • Tourism numbers have increased, and local businesses are thriving.
      • Amsterdam has once again cemented its position in the top five European cities based on brand strength and cultural assets
      • In eighteen years, I amsterdam has become not only a part of the cultural identity, but a landmark.
    • Previous attempts
      • Previous city slogans such as “Amsterdam Has It” and “Capital of Sports” and “Small City, Big Business” were either too vague or too focused on one aspect of the city to the detriment of others.
    • Hiccup
      • The "I amsterdam" letters removed from outside the Rijksmuseum in 2018, after they were accused of promoting mass tourism.
        • However, the sign is still used but moves around for different events.




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