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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
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
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
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
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
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
Tak!Questions? [email protected]