An agile and integralcity marketing strategy

Nico Mulder

Video I amsterdam

Amsterdam in numbers

1,833 startups

180nationalities

853,000inhabitants

2.3 million in area

>3000international companies

650Hotels

with

40,752 hotel rooms

14,8 million hotel overnights

12,000new inhabitants

per year

5,128business events/conventions

1,114,569visitor days

18,000,000Visitors

€ 80,000,000expected city tax 2018

147 new

international companies per year

881,000bicycles

Mission statement

• We contribute to the livability, attractivenessand prosperity of the Amsterdam Area

• By attracting and guiding residents, businesses and visitors

• Through place-branding, city marketing and building co-creation between partners

Place branding vs. place marketing

© Martin Boisen

Dashboard 2018-2022

Insert nieuw dashboard incl. kwantitatieve KPI’s

Target groups

The soul of the city

Residents

VisitorsBusiness

Untill 2013

Tourism

Conventions Culturalmarketing

Branding

Amsterdamin Business

Amsterdam Economic Board

Board

AM

Strategy

Public-private basis: 1,100 partners

Strengthen image of Amsterdam Area

Branding with I amsterdam

Focus on icons

Charge the brand with three core values

10

Core values

Innovation

Creativity

Spirit of commerce

Strategy

DNA

USP’s

Iconen

STORYTELLING

Storytelling with icons

Online + social

More than 22 million visits per year

Print

Physical

This is what success can look like (too)

Visitors’ paradox

• We want to visit unique places and by doing so we risk damaging their identity

• Authenticity versus mainstream

• Residents interests versus guests interests

The problem is…

• Infrastructure overload

• Anti social behaviour (such as noise disturbance/urinating in public etc.)

• More waste

• Social cohesion decreased

• Local residents alienated

• House prices rising quickly

• Culture and heritage threatened

And, it’s not going away…

Expected visitor increase of 30% in 2025

Growing economies

2nd airport near Amsterdam

Developments in sharing economy

Low-cost travel possibilities

>inhabitants, students, visitors & companies

So…..

Solutions

1. Choose for and facilitate quality and (inclusive) growth

2. Set (new) rules & regulations (to prevent or downsize (negative) effects of (over)tourism)

3. Position the Amsterdam Area smarter and more collectively

Private holiday rentals

Main house

Maximum of 60 days a year/ 2019 30 days

Maximum of 4 persons

Notification requirement

Permission by home owner association

City Tax

Airbnb blocks ad after 60 days rent out

Convenience

26

72H€87

96H€98

24H€54

48H€78

Customer journey

Customer Journey

Awareness Reputation Consideration Sales Loyalty

Cultural guidance: chatbot

Goals?

The right suggestion, at the right moment, for the right person

Shorten customer journey, enlighten stress of choosingto increase conversion and cultural participation

How?

Including cultural offerings from Amsterdam Area too

Combine AI machine learning and social media profile information to optimise and personalise suggestions

Who?

The young, creative and experimental customer, lookingfor new and exciting stuff to do

Use of (realtime) data to guide visitors

Normal or nuisance?

Touch points

(MOGELIJKE) PARTNERS MEDIACONTACTMOMENTEN

Flight

Train station

Tour guides

Hotel/hostel

Tips for Amsterdam

Streets/public transport

BBC Weather / I amsterdam

Google Search

Easyjet, KLM

Amsterdam Central Station

I amsterdam Stores

Youth Hostel / TBD

Google Search

JCDecaux, Exterion

2

1

3

6

8

7

10

9

Digital approach / TBD

Digital approach / TBD

In-flight advertising

Abri / billboard

City maps / social

Posters / flyers

Digital approach / TBD

Outdoor approach

Book ho(s)tel/flight

Research

Arrival Schiphol4 Abri / billboard

Facebook I amsterdam Social ad5

Customer journey

Press & media

Tak!Questions? n.mulder@iamsterdam.com