i amsterdam: Marketing the city of sin

This picture was taken last weekend at Amsterdam. Though it might look slightly hidden, it shows one of the methods of the city marketing: a huge "i amsterdam" sculpture. Through the great multitude of marketing methods employed, this logo has become a household name not only for locals but for visitors as well.




Fear not, the city of sin is rather sinless! I came to realize, while I was there, that the debauchery found stream into the red light district and extends to the dull antics of visiting stoners stuck in the city’s coffee shops. Beyond these clichés, Amsterdam is a beacon of grown- up civilization and a playground of innovative art venues, edgy nightclubs, political activism and urban experimentation. In order to convey this message to potential visitors, the town hall is trying hard to rebrand the city as a creative hub under the “I amsterdam” banner.
“I amsterdam” is the concept devised by advertising agency KesselsKramer in 2005 for Amtsterdam and the surrounding area. The main objective was for Amsterdam to profile itself assertively on the international arena. Since there is increasing competition among the various European cities, it has become a requirement that more emphasis be placed upon each city’s respective strengths in order to attract desired visitors, businesses, and residents. Amsterdam intends to showcase its enterprising, innovative, and creative qualities.
The motto has become adopted by the Amsterdam Partners Foundation and its members, including: the City of Amsterdam, the City's Economic Development Department Foreign Investment Office, the Amsterdam Tourist and Convention Board, the Amsterdams Uitburo, and Amsterdam Airport Schiphol as well as by partners from the business community and the public sector, in conjunction with their respective house styles. In order to get all parties in the Amsterdam area working together on city marketing, Amsterdam Partners was set up in March 2004 as a platform for government, industry, the area and organizations with marketing and promotional objectives. In their mission statement it states that: “the goal of Amsterdam Partners is to promote and improve the image of Amsterdam and the surrounding region among relevant target groups in the Netherlands and abroad. The improvement and rising of Amsterdam's profile is guided by a single concept for the city's national and international positioning: Amsterdam is distinctive for its combination of creativity, innovation and commercial spirit. “ Essentially, the target groups could be classified as companies, visitors and inhabitants; both existing and potential, and both national and international.
From what I could see, the “I amsterdam” logo was placed everywhere; from parks to buildings and millions of tourist souvenirs not one person can escape it. Since my friends and I drove from Berlin to Amsterdam it could be considered a low involvement product, whereas from Miami that would not apply. However, with such superb marketing the city of sin is enticing to one and all from around the world.
Ultimately, Amsterdam’s strongest asset is its people: the people who live here, the people who work here, the people who study here and the people who visit here. The people of Amsterdam are Amsterdam.