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Amsterdam Metropolitan Area promotion

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Research Amsterdam Marketing

on 21 March 2014

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Transcript of Amsterdam Metropolitan Area promotion

Manager Research
Now, what are the benefits to Amsterdam?
Schiphol: +3.1%
Total of hotel bednights in the Amsterdam Metropolitan Area
till October 2013:
+6,2%
PTA: +12%
Felison Terminal:
+330%

Capacities: +9%
1,1 miljard

euro
+7,8%
Metropolitan Area of Amsterdam
hotel bednights international visitors
Amsterdam
+5,4%
hotel bednights of international visitors
Vragen?
Boudewijn Bokdam (ABHZ)
b.bokdam@iamsterdam.com
14 miljoen
hotelovernachtingen
5 miljoen
excl. Amsterdam
Bestedingen buitenlandse bezoekers (excl. Amsterdam)
Visit Amsterdam,
See Holland
Denise Heijmen
d.heijmen@iamsterdam.com
Voor de reisindustrie
Thematische insteek (kids, shopping, etc…)
Samenwerking met lokale hotels

Pakketten ontwikkelen

Kan een internationale toerist de weg vinden?

Toeristische bewegwijzering

Amsterdam & Region Day Ticket
Arriva
NS

Public transport

2013-2016
from 800.000 international visitors to 1.000.000 international visitors
3% growth per year in hotel bednights


New project

Promoting areas where possible
Product development where necessary
There's is the ABHZ project developed for.
2012 / 2013
Inhabitants
Focus on: all (2,4 million) inhabitants
Versailles
Bondi Beach
Euro Disney
Amsterdam has a problem
?
But... The region has a problem too.
The region <=> Amsterdam
40 km
Amsterdam is getting more attractive
Stimulation of repeat visit to Amsterdam
Increase the capacity
What have we done?
1. Created awareness
Success
Substantiated vision (based on research)
Support
Political decisiveness
Marketing & promotion

VVV services 120.000

Marketing & promotion 80.000

Metropool Amsterdam Club 100.000

Research & advice
ABHZ 300.000
Province Noord-Holland 250.000
Budgets 2013 from municipal clients
Ondernemers

VVV

Municipality






Amsterdam Marketing:

VVV

International promotion

Marketing activities/press

(National promotion)






VVV
Entrepreneurs
Focus 2014
International focus:
- Travel Trade
- Press
- I amsterdam portal
- Consumer activities

Highlights:
Insert A-mag – Metropolitan brochure


Specific activities ABHZ
Mondly themes
January & February: Fashion & design
Maart & April: Flowers & Kingsday
April & May: Cyling & sustainability
June, July, August: Festivals
September: Fotography
October: Dance
November: Museums
December: Festive month

Festivals
- June-September: many festivals in Metropolitan Amsterdam
- integrated marketing and bundling
- development of campaign image


National focus

2014: more focus on the national visitors of Amsterdam and the Metropolitan Area

3 campaigns:
Festivals, shopping,

Shopping
- Big part of spendings is spend on shopping
- Link it to fashion & design events


- Sustainable initiatives & green tips and activities


Green Amsterdam

-(re)discover own living environment
-Connection and wide selection of events
-strengthen image of the region and increase involvement and participation

24H
- Series of concerts in the Amsterdam Metropolitan Area
Concerts in the Park - Metropolitan edition
Green Amsterdam
Metropool Amsterdam Club

2. Inspired visitors of
Amsterdam to visit
the region
3. Supported press
and trade
Safari train
YTD jan-oct
- Reach new targetgroup(s) by good/easy accessibility
- One consistent campaign image
1 hour
40 km
A
Non-formal cooperation of 37
municipalities and 3 regional
authorities to create an
international competitive region

Work together on housing,
employment, infrastructure…

... and tourism

Positive developments:

Political agreement (nov 2007)
New strategic 4-year marketing plan by ATCB
New state subvention program included tourism
Pro-active administrative body for the region
Pro-active politicians
Previous projects of ATCB together with region

But also:

Lack of confidence in Amsterdam
(municipality/tourist board)

Metropolitan Area has only cooperation
on economical development

Limitation by administrative borders
Effects (targetted)
Amsterdam Metropolitan Area in 2012
50% more visitors outside Amsterdam (city)
Direct turn over: 7,4 billion (€)
64.000 jobs (fte)
Research design in a nutshell

Characterising the Amsterdam Metropolitan Area:
Descriptive, distinctive characters
Characters will be used in marketing and product development
Focus on the International Repeat visitor

landmark
icons
worth visiting
basic facilities
5 key factors:

1. Distinctive image & authenticity
2. Availability of attractions for tourists
3. Availability of accommodation
4. Basis amenities
5. Good connectivity

New development for visitor flows
Thank you
d.heijmen@iamsterdam.com
Are there any questions?
The Amsterdam Metropolitan Club (MAC) is for partners who invest in the international reputation of the Metropolitan Area of Amsterdam in the long term.
The MAC is a network that consist of the government (City of Amsterdam and the municipalities in the Metropolitan Area), industry, educational institutions and cultural icons.
Project evaluation period 2009-2012
Full transcript