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Iamsterdam: a decade of city branding... and still kicking!

By Denise Heijmen, Research, Development and Market Intelligence
by

Research Amsterdam Marketing

on 22 August 2013

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Transcript of Iamsterdam: a decade of city branding... and still kicking!

Barcelona: 8.3
Lisbon: 8.5
Paris: 8.7
Berlin: 9
Gothenburg: 8.6
2.8
main reasons to visit
Fierce competition
Meetings: +1%
Non-corporate meetings: -11%
Corporate meetings: +34%
Munich: 8.7
Valuation of the 16 dimensions of Amsterdam
How were we organized?
How are we organized now?
Amsterdam
Marketing
In which way is the organization adapting?
Brand Management
Consumer Management
Business-to-Business
Marketing
Processing (inter-)national
press and PR
In-door publishing world
and printing productions
Online media center
Service center
Residents of the Amsterdam Metropolitan Area
Visitors in tourism and business
Decision makers
International businesses
Who do we target?
Citymarketing
Amsterdam Area
We are proud of Amsterdam.

We are Amsterdam.
What are our goals?
The power of
City marketing
Top 5 Europe

An international city for business

An appealing city to live in

A unique city for tourists

An excellent city for congresses
What is our strategy?
Public-private partnership
Improving the product Amsterdam
Strengthening the image of the Metropiltan Area
Branding the slogan I amsterdam
Focusing on icons
Building the brand based on the core values
What are our core values?
Innovative
Trendsetting and innovative
Creativity
Entrepreneurship
Original and surprising
Active and initiative
Generating visibility


Giving meaning to the brand
Campaigns,
Merchandising,
Portal, Apps,
Sponsoring, Press
and Public Relations

Hospitality, Testimonials,
Conventions, Seminars,
Congresses, Public events and Business Clubs
+
What do we do to achieve our goals?
Maximize revenue of the brand
Examples
Online
Online
Offline
5 M visitors
Free Publicity
€ 9,7 million
€ 6,4 billion
No.9
No.4
No.3
No.7
5 million
50
3.2 million
No.12
What are the numbers?
Events
Icons
2013
2013
Public events
European
Business city
Visitors
iamsterdam.com
Quality of living
worldwide cities
European
congress city
Hotel overnights
European
city marketing
brands
Visitors
events
European tourist city
Turnover by visitors
Thank you for your kind attention
d.heijmen@iamsterdam.com
The making of...
PARTNERSHIP
MARKETING
PARTNER PACKAGES
AMSTERDAM METROPOLITAN CLUB
AMSTERDAM METROPOLITAN CLUB
LEISURE BASIC PACKAGE
LEISURE BASIC
PACKAGE SMALL
REGION PACKAGE
LEISURE PLUS
PACKAGE
MICE PACKAGE
MICE PACKAGE
SMALL
BRIC PACKAGE
CUSTOMICED
PACKAGE
LAST MINUTE TICKET SHOP PACKAGE
AMSTERDAM
Governments
Businesses
Consumers
Public - Private

Market intelligence
what does it mean for us?
Our model
Diversity
Little time
Moving
Not necessarily in contact with
Amsterdam Marketing
International context
The product has a life (and an image) of its own
Amsterdam Marketing is in contact with visitors:
- before,
- during,
- after their stay
Results
2010/2009
- Hotel bednights: +13,6%
- International arrivals in Schiphol: +7%
- Visits to tourist attractions: +4,1%
- City cards sold: +26,3%
Research activities
The challenge
- Image research among various target groups
- Specialist literature on city marketing and
establishment factors
- Interviews on the unique and distinguishing
elements of Amsterdam
- The ‘official residence’ discussion on 24 March
2003
- Numerous statements on Amsterdam
- The city’s Omnibus questionnaire among 424
Amsterdam residents
Full transcript