1.

Description of the destination

Amsterdam is the capital city of Holland. Amsterdam is the capital city of Holland. Cold culture
and private lifestyle. REserved and formal. 5.2 million tourists visiting the Dutch capital. 69% go
to Amsterdam for a leisure purpose. neighbouring countries and their inhabitants usually take
short breaks.
Visitors come primarily for cultural attractions and architecture, ambience, and museums, but
also to shop, or visit a coffeeshop a walk through the city, shopping, eating out, round trips
on the canals and visits to two museums. In their purposes they also include relaxing and
recharging batteries, enjoying good life and having fun + partying.

Description of the products and main attractions

A round trip on the canals is by far Amsterdams most popular tourist attraction + The
Amsterdam Arena, the Artis Zoo + Annes Frank House + the Voldenpark, the most famous
park of the city. Next to the park we can find two of the most visited museums of the city: The
Rijksmuseum,; The Van Gogh Museum + Sex Museum, Dams square, the Marijuana Museum,
the Red Light District.

products and services: diverse accommodation like Hotel,Hostels, Houseboats, Short-stay

Apartments,Campsites as well as an impressive and eco-friendly transport network such as
Electric Bus,Metro, Tram,Train, Bike, Ferries. Amsterdam city card that includes 24 hours of
free public transport, some free museums and many discounts and special offers that
generates lots of economic benefits for the tourist. For business tourism, venues, Startups,
and great chances to invest in different industries.

Target audiences

- middle aged tourists with high education that travel for leisure puroposes both
alone or with the family interested in city trips, culture . this progile looks for
experiences and values inmaterial matters such as feeling like a local.
- Young touits that travel with friends for mainly having a great short break from the
studies and routine and whose main interes is relaxing and clubving. Often they visit
some museum or gallery but prefere to discover the city on their own, by walking or
bycling.

2. Information about the market

The first things that come up in our minds when we think of Amsterdam are some stereotypes:
Canals, Pubs & Night leisure, Environment, Bikes, Culture

Competitors

Venice Venice for its waterways. Venice romantic and adult city, while Amsterdam is a young,
contemporary and cosmopolitan city.
Dublin: The Irish city known for its pubs and the leisure for young people. Amsterdam has also
its red neighborhood.
London One of the most important city known also as environmental and for its large and
huge parks is London. Compared to the Volden Park
Copenhague is a city where the most part of the town use the bicycle as a usual transport,
Inboth cities, the use of these type of transport is considerate as a lifestyle.

Competitive advantage
Amsterdam vs Venice The construction of its canals was done under supervision, and a study
of the city Amsterdam cannot sink. Amsterdam is a modern and a cosmopolitan city, in
comparison with Venice which is very traditional.

Amsterdam vs Dublin Without any doubt, the red neighborhood is the most common leisure
neighborhood of all Europe.

Amsterdam vs London With the best lakes in all the country in their park, and with the most
common plant of the country the tulip, the favorite stereotype of Amsterdam.

It is a city aimed for youth and students.

Amsterdam vs Copenhague Amsterdam is more prepared for the use of bikes and it is
implementing new proposals - probably in a future, they will ban the use of the gasoline and
diesel cars

3. Positioning

important advantages in comparison to other cities, and thats been a key point in the
positioning of the city, especially in terms of transport and the use of bikes. Their ambition is
to put the city and its metropolitan area in the top five of most attractive areas in Europe and
they do that by using the I Amsterdam logo.

4. Brand personality

Amsterdam is proud of the varied offer it has, thats what the motto and brand "I Amsterdam
pretends to communicate. The core values indetified as a city are creativity, innovation,
comercial spirit as well as culture and live-ability. The idea was to focus in Amsterdam as a city
for tourist and for their inhabitants, not focusing only in a single aspect of the city.
As a result of focusing in this 5 keys they have obtained a fun and surprising brand for his
visitors, as it is instantly recognized and really invites you to become a part of it.

Those 5 main values were identified after creating a profile of the city based on 16 facets of
Amsterdam represents in a diagram we are going to see . the campaign want to intensify the
concept/dimension of Amsterdam as: residential city, artistic city, business city, city of events,
and wants to decrease the vision of the city as city of canals, as it is very well known asset.

5. Costumer perception
the main word associations with Amsterdam, which are: Freedom, Sociable, Canals, Lively,
Diversity, Capital, Beauty.

tourists perceive Asmterdam as a Liveable city, City of Canals, Sex, drugs, Artistic city, Night life
city, People. If we compare with the mind map, we can observe that the marketing campaing
has succed in terms like: lively city, artistic city, city of canals. On the other hand, one of the
key strategies was to develop amsterdam as a residential city, a city of knowledgem events
and business.
6. Summary of online communication and marketing goals
- The City Card
- street marketing campaing - photographed 8,000 times per day
- TV spots snown both in TV chanels and youtube
- Merchandice marketing - as t-shirts, thank-you cards, gift cards,
Amsterdam Marketings goal is to execute the city marketing for the Amsterdam
Metropolitan Area as an integrated activity, focusing on national and international
residents, businesses, and visitors.

7. Online marketing
Main goals
official webpage for the destination Amsterdam. In this webpage the users can find all
kind of information (trips, activities, public transport, vouchers, discounts museums,
touristic attractions ...).
So the main goal of the website is to inform the users about the city in terms of
tourism. Also create a unique and strong vision of the destination and make public the
attractions of the city
Social media strategy

FACEBOOK: Every week and almost every day there are published pictures, videos,
close events, news, so a lot of information related with the city.
Twitter: Has published 6995 tweets and almost every day about events and news
almost
Youtube: The most of the videos which are uploaded in the channel of YouTube are
about the city card i Amsterdam, The videos let know the tourists if this card worth
it. different neighborhood
Insta: It has an official account which is very active and every day, upload more than 1
post about close events, photos according to the season we are in, attractions of the
city and also videos about it...

8. Project development I media channel

Goal: Make young prople discover Amsterdams Coffe Shops through a socal media
such as Spotify
Strategy in a social media: Avoid the mass use of the main attrctions, create value on
a responsible use of the coffe shops, keep the character and the lifestyle of te city, be
a slow tourism
Rime period: Spring campaing, whem Amsterdam reveibes more tourism
Control results: though bilty: allows to make shorter links, measure campaign
performance, collect insights and optimize marketing efforts + SPORTYFY ( number
of followers)